Optimized: A Marketing Performance Podcast

Janet Rosseth
  • 5.0 (1)
  • MARKETING
  • UPDATED WEEKLY

Cut through the noise to elevate your impact. Tune in to the Optimized Podcast, an essential source for strategic multifamily marketing insights, hosted by Cadence’s founder, Janet Rosseth. We cut through the industry noise, delivering clarity and actionable wisdom in every episode. You’ll hear guidance designed to help you optimize your marketing approach, stay ahead of the curve, and empower your professional growth.

  1. MAY 5

    49 - Budget Optimization w/ Gunnar Blakeway-Walen

    Join Janet Rosseth and Gunnar Blakeway-Wallen https://www.linkedin.com/in/gunnar-blakeway-walen/ as they explore budget optimization, marketing strategies, and innovative tactics in multifamily property management. Gunnar shares his unique journey from arts to marketing, insights on budget planning, vendor relationships, leveraging AI and automation for success, and building out a marketing engine when there wasn’t one previously. This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqPChapters00:00 Introduction to Budget Optimization06:13 The Art of Marketing and Learning09:24 Smart Investments in Marketing Budgets11:49 Evolving Budget Writing Processes15:17 Protecting Budget Essentials19:28 Balancing Long-term Investments and Quick Wins22:36 Building Credibility with Ownership25:07 Choosing the Right Vendors26:52 Ensuring Ad Spend Efficiency30:05 Marketing Strategies for Real Estate30:48 The Role of Reputation in Marketing31:40 Brand Storytelling and Its Importance33:19 SEO and Digital Marketing Tactics35:06 Learning from Competitors36:52 Innovative Marketing Approaches39:44 Adapting to Market Changes43:26 Empowering Teams in Marketing46:42 The Importance of Brand Voice49:12 Advice for New Marketers50:56 Daily Practices for Improvement This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #budgetoptimization #multifamily #multifamilymarketing

    56 min

  2. APR 27

    48 - Budget Optimization w/ Katie Nelson

    In this episode of Optimized!, Katie Nelson https://www.linkedin.com/in/katie-nelson-69597a5/ from Lustra Multifamily Consulting shares expert insights on optimizing marketing budgets, performance-driven strategies, and building a strong brand foundation in multifamily property management.Main Topics:- Building intentional, flexible marketing budgets with contingency planning- The importance of analyzing fees and transparency to increase trust and lead quality- Leveraging the marketing funnel, brand foundation, and reputation for sustained success- How to protect performance levers like leasing velocity, lead quality, and rent integrity during budget tightening- Practical tips for social listening and reputation management in a competitive marketChapters00:00 Introduction to Optimizing Marketing Budgets04:03 Building Budgets with Intentional Flexibility06:44 The Importance of Fee Transparency09:53 Understanding the Marketing Funnel15:52 Branding as a Foundation for Trust21:02 Making Marketing Dollars Work Harder28:12 The Importance of Brand Consistency29:07 Understanding Renter Psychology31:11 Adapting Marketing Strategies33:51 Protecting Rent Integrity38:36 Evolving Marketing Tactics41:38 Reputation as a Strategic Asset48:05 Optimizing Marketing for Better PerformanceThis Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#Optimized #Multifamily #MMN #BudgetStrategy #MultifamilyBudget#MultifamilyInvesting #MarketingEfficiency #ROIOptimization

    51 min

  3. APR 14

    48 - From Lease-ups to Long-term Savings: The Power of Data-Driven Screening

    In this episode, Janet Rosseth interviews Jess Tierney https://www.linkedin.com/in/jltierney/ from Verifast https://www.linkedin.com/company/getverifast/ to explore innovative solutions in fraud detection within the multifamily industry. Jess shares her journey from property management to proptech innovation and Verifast’s unique approach to transparent and configurable screening that reduces fraud and provides valuable data insights for operators.The conversation dives into how data influences marketing strategy and applicant quality, the significance of bank data linking for fraud detection, best practices for pilots, and future industry trends and advice for operators on screening policies.Chapters00:00 Introduction to VeriFast and Fraud Challenges02:43 Jess Tierney's Journey in Property Management06:33 VeriFast's Unique Approach to Screening10:40 Data-Driven Insights for Property Managers14:26 Understanding Fraud and Its Impact18:41 The Cost of Fraud in the Industry20:48 Optimizing Marketing with VeriFast22:29 Understanding Fraud Detection Tools25:03 Analyzing Applicant Behavior26:41 Navigating Difficult Conversations28:35 Reporting Fraud and Blacklisting29:53 Future of Fraud Protection31:44 Data-Driven Decision Making34:02 Pilot Testing Screening Tools36:52 Return on Investment in Fraud Prevention38:33 Optimizing Daily Performance🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#Optimized #Multifamily #MMN #MultifamilyFraud #fraudprotection #PropTech

    42 min

  4. APR 7

    47 - Resident Experience - Letting Data be Your Guide

    In this episode, Anne Baum https://www.linkedin.com/in/annebaum1/ from Town Properties shares how data-driven strategies and KPIs can transform the resident experience in multifamily. Discover practical insights on measuring brand, improving resident satisfaction, and leveraging AI tools for better decision-making.Chapters00:00 Introduction to the Resident Experience04:56 Data-Driven Insights on Resident Experience09:50 Measuring the Resident Journey17:05 Focus Groups and Resident Feedback24:40 Ownership of the Resident Experience27:47 Enhancing Resident Engagement29:44 Measuring Success: Satisfaction and Community31:05 Linking Improvements to Financial Metrics33:18 Sustaining Progress: Year Two Plans35:45 Building Trust Through Communication39:54 Data-Driven Insights for Resident Experience44:27 Aligning Brand and Resident ExperienceThis Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#Optimized #Multifamily #MMN #residentexperience #CX

    51 min

  5. MAR 30

    46 - Resident Experience: Everyone in the Organization Owns It! With GoldOller

    In this episode, Lisa Moore https://www.linkedin.com/in/lisa-moore-4a076827 from GoldOller https://www.linkedin.com/company/goldoller-real-estate-investments/ shares insights on creating a long-term, engaging resident and employee experience, leveraging technology, and fostering a supportive company culture. Discover how GoldOller's innovative approach enhances retention, brand loyalty, and operational success.Chapters02:21 Lisa Moore's Background and Role at GoldOller04:22 GoldOller's Presence at NAA Conference07:36 Defining the Resident Experience and Ownership09:04 The Role of Technology in Resident and Employee Experience12:17 Measuring Success and Retention Impact21:41 Long-term Employee and Resident Growth Strategies27:22 Handoff and Resident Engagement Through Tech36:31 Continuous Improvement and Tech Optimization38:36 Daily Practices for Energy and SuccessThis Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#Optimized #Multifamily #MMN #PropertyManagement #MultifamilyInnovation #CX #residentexperience

    43 min

  6. MAR 23

    46 - Resident Experience: The Power of Intentional Programming with Gallery Residential

    Join Janet Rosseth https://www.linkedin.com/in/janetrosseth/ in a deep dive with Melania Armenta https://www.linkedin.com/in/melaniaarmenta/ from Gallery Residential as they explore innovative resident experience programs, including the impactful Artist in Residence initiative, and how these efforts are transforming multifamily communities.This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn More about PERQ https://bit.ly/4bQrHqP Chapters03:53 The Role of Creative Strategy in Resident Engagement06:44 Gallery Residential's Unique Approach to Community Culture09:47 The Artist in Residence Program Explained12:56 Engaging Residents Through Unique Events15:51 Feedback and Impact of the Artist Program19:00 Success Stories and Performance Metrics23:06 Enhancing Resident Experience Through Art25:42 Navigating the Artist-Client Relationship27:39 Celebrating Wins and Overcoming Challenges30:15 Measuring Success: ROI in Art Programs32:46 Starting Your Own Resident Engagement Initiatives36:03 Personal Growth: The Power of Meditation🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!#ResidentExperience #ArtinResidence #CXStrategies #CustomerSatisfaction #CompanyCulture #MultifamilyLeadership #PropertyManagement

    42 min

  7. MAR 2

    Building a culture of collaboration and trust: Insights from Julese Dortch.

    In this episode of Optimized, host Janet Rosseth and guest Julese Dortch https://www.linkedin.com/in/jdortch/ delve into the intricacies of portfolio marketing within the multifamily sector. They explore Julisse's journey from retail to multifamily marketing, the importance of understanding marketing responsibilities, and the critical role of reputation management. The conversation emphasizes the need for internal audits, building trust with teams, and the significance of user experience. They discuss various marketing team structures, the necessity of leading by influence, and strategies for scaling marketing efforts effectively. The episode concludes with practical tips for marketers, including the use of project management systems and the importance of quantifying marketing efforts. Chapters 00:00 Introduction to Portfolio Marketing 03:43 Journey into Multifamily Marketing 06:25 Transitioning to Marketing Roles 09:44 Understanding Marketing Responsibilities 12:37 The Importance of Reputation 15:29 Conducting Internal Audits 18:36 Building Credibility with Facts 21:38 User Experience and Marketing 24:45 Marketing Team Structures 27:29 Leading by Influence 29:48 Building Trust Through Community Engagement 33:17 Scaling Effectively in the First Year 39:10 Creating Efficient Processes with Ticketing Systems 47:09 Maximizing Productivity and Creativity 49:59 Finding Daily Inspiration and Resetting Mindset 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #CustomerExperience #PersonalizedService #ActiveListening #CXStrategies #EarnedProspects #CustomerSatisfaction #Referrals #MultifamilyLeadership #ResidentExperience #PropertyManagement

    53 min

  8. FEB 23

    043 - Revolutionizing Multifamily Marketing: Insights from Justin Godwin

    In this episode of the Optimized podcast, host Janet Rosseth welcomes Justin Godwin, https://www.linkedin.com/in/justinmgodwin/ Director of Marketing Strategy and Innovation at Cushman & Wakefield, to discuss the evolving landscape of marketing in the multifamily sector. The conversation kicks off with Justin sharing his journey into the industry, which began nearly two decades ago when he stumbled into a marketing role while signing a lease. As the discussion unfolds, Justin highlights the critical role of marketing in driving qualified leads and enhancing the on-site experience, emphasizing the need for a synergistic relationship between marketing and operations to build trust and improve resident experiences. The episode delves into the restructuring efforts Justin has undertaken within his marketing department, aimed at creating a more proactive and efficient team. He explains how Cushman & Wakefield's marketing team, despite being lean, is focused on delivering high-quality service across a vast portfolio. Justin shares insights on the importance of auditing processes, establishing clear communication channels, and leveraging vendor relationships to streamline operations. The conversation wraps up with Justin discussing his approach to personal growth and leadership, emphasizing the significance of setting realistic priorities and fostering a culture of continuous learning within his team. Episode brought to you by PERQ Learn More: https://bit.ly/4bQrHqPERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic. Drives 2–3X more qualified leads using proprietary AI. Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns. Integrates with your current website, CRM, and chat tools. Reduces manual effort and advertising costs while delivering clearer ROIChapters00:00 Introduction to Portfolio Management for Marketers02:30 Justin's Journey into Multifamily Marketing04:32 The Evolving Role of Marketing in Multifamily05:08 Restructuring the Marketing Department12:24 Balancing Work and Restructuring21:08 Streamlining Transitions and Onboarding27:16 The Importance of Quality Data28:48 Innovative Training Methods for Marketing Teams31:06 Leveraging Vendor Partnerships for Training32:44 Restructuring Marketing for Better Support35:18 Balancing Marketing Efforts Across Properties37:07 A Holistic Approach to Marketing Challenges39:20 Implementing a New Marketing Structure46:02 Justin's Unpopular Opinions in Marketing 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://multifamilymedianetwork.com/ to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts!

    51 min
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About

Cut through the noise to elevate your impact. Tune in to the Optimized Podcast, an essential source for strategic multifamily marketing insights, hosted by Cadence’s founder, Janet Rosseth. We cut through the industry noise, delivering clarity and actionable wisdom in every episode. You’ll hear guidance designed to help you optimize your marketing approach, stay ahead of the curve, and empower your professional growth.

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