1 hr

Create an Experience Residents Never Want to Leave The Multifamily Innovation® Show

    • Management

Right now, Daryl Smith is working to create a fully-integrated omni-channel marketing platform, while also growing the name for his multifamily development plan. He is reimagining the Multifamily consumer experience.











 













Daryl Smith, Senior Vice President and Chief Marketing Officer of Kettler. 



















Key Topics:







(2:10) – Kettler is reimagining the multifamily resident experience, namely figuring out how to best use the digital tools available. Smith is trying to eliminate friction as best as possible.







(3:30) — What does reimagining really mean? Multifamily has been lagging, compared to other industries. Sit down and be bold and think about how to enhance the consumer experience for tomorrow. That includes both improving the digital experience and giving consumers more choice. Offer them both online and in-person sales experiences, so they can choose what they prefer. 







(7:45) – Be bold. For Kettler, they make decisions to figure out what tools best help enable leasing configuration and digital tools. Of course, those things come with price tags, and you have to take your budget into account. 







(9:50) — Keep your brand connected to your multifamily resident through personalization. Even if consumers prefer digital contact, they still want to be able to get in contact with a human if needed.







(12:00) – What is “omnichannel?” The basis is to reduce consumer friction when multifamily residents engage with touchpoints. Kettler uses curated ads showing what the property can offer. They basically use a chatbox as a leasing agent. You have to reimagine what you can do and who you can be in the digital space.







(15:00) – Kettler’s platform experience has two levels: the enterprise, which goes over basic tools and solutions the owner would need to use the assets; and the discipline, including marketing.







(17:10) — Figure out what partners can solve for what and how you can create a frictionless multifamily resident experience. 







(20:20) – Be careful about your decision-making. Figure out who can best fulfill what you’re trying to achieve. Create a picture of what you already have and what you’re missing. Interview your on-site teams to figure that out.







(23:00) — People don’t engage with platforms in the same way. That’s why you have to have choices available. One good example of tour technologies – people want different options, like in-person, live-virtual, pre-taped virtual, and so on.







(25:40) – Of course you have to address consumers’ needs, but make sure you’re still protecting your reputation and your brand. 







(27:10) – Chatbots are conversational AI tools. Implementation of that into your strategy is what extends your availability to 24/7, which today is crucial. Consumers want immediate answers. Time is intrinsically linked to engagement. 







(30:00) – Any partner you choose should also be bold and innovative. The product should be challenging itself to grow along with the consumers. Consumer data is attainable – you don’t have to guess what people want, just look at the data!







(34:40) — The goal is to create an experience that consumers never want to leave. But is that really attainable? Digital tools will help. Plus people are trending way from home ownership. People like having managed care, with maintenance and amenities available.







(40:00) — Some multifamily companies are bringing services to th...

Right now, Daryl Smith is working to create a fully-integrated omni-channel marketing platform, while also growing the name for his multifamily development plan. He is reimagining the Multifamily consumer experience.











 













Daryl Smith, Senior Vice President and Chief Marketing Officer of Kettler. 



















Key Topics:







(2:10) – Kettler is reimagining the multifamily resident experience, namely figuring out how to best use the digital tools available. Smith is trying to eliminate friction as best as possible.







(3:30) — What does reimagining really mean? Multifamily has been lagging, compared to other industries. Sit down and be bold and think about how to enhance the consumer experience for tomorrow. That includes both improving the digital experience and giving consumers more choice. Offer them both online and in-person sales experiences, so they can choose what they prefer. 







(7:45) – Be bold. For Kettler, they make decisions to figure out what tools best help enable leasing configuration and digital tools. Of course, those things come with price tags, and you have to take your budget into account. 







(9:50) — Keep your brand connected to your multifamily resident through personalization. Even if consumers prefer digital contact, they still want to be able to get in contact with a human if needed.







(12:00) – What is “omnichannel?” The basis is to reduce consumer friction when multifamily residents engage with touchpoints. Kettler uses curated ads showing what the property can offer. They basically use a chatbox as a leasing agent. You have to reimagine what you can do and who you can be in the digital space.







(15:00) – Kettler’s platform experience has two levels: the enterprise, which goes over basic tools and solutions the owner would need to use the assets; and the discipline, including marketing.







(17:10) — Figure out what partners can solve for what and how you can create a frictionless multifamily resident experience. 







(20:20) – Be careful about your decision-making. Figure out who can best fulfill what you’re trying to achieve. Create a picture of what you already have and what you’re missing. Interview your on-site teams to figure that out.







(23:00) — People don’t engage with platforms in the same way. That’s why you have to have choices available. One good example of tour technologies – people want different options, like in-person, live-virtual, pre-taped virtual, and so on.







(25:40) – Of course you have to address consumers’ needs, but make sure you’re still protecting your reputation and your brand. 







(27:10) – Chatbots are conversational AI tools. Implementation of that into your strategy is what extends your availability to 24/7, which today is crucial. Consumers want immediate answers. Time is intrinsically linked to engagement. 







(30:00) – Any partner you choose should also be bold and innovative. The product should be challenging itself to grow along with the consumers. Consumer data is attainable – you don’t have to guess what people want, just look at the data!







(34:40) — The goal is to create an experience that consumers never want to leave. But is that really attainable? Digital tools will help. Plus people are trending way from home ownership. People like having managed care, with maintenance and amenities available.







(40:00) — Some multifamily companies are bringing services to th...

1 hr