The world of apartment marketing can be somewhat conservative and slow to adapt (to say the least): a place where open dialogue and honest conversations are hard to come by. Enter the Digible Dudes. Hosted by Reid Wicoff and David Staley, this podcast is a forum for multifamily marketers to share insights and experiences, surface tough questions, and riff on trending topics. Ready for a fresh perspective? Buckle up.
EP120: Native Advertising for Multifamily
Native advertising appears to be a strong tool that has great potential as a digital marketing solution at present. In today’s episode, we are having a fascinating conversation with Greta Wolking; Senior Paid Media Strategist, and Erica Hanger; Senior Content Strategist at Digible about native advertising for multifamily. Throughout the conversation, we dive into what is native advertising, when to use native advertising, measuring success, the process of native advertising, campaigns, past, present, and future of native advertising, personalization, generational differences, and more.
Native advertising refers to the use of paid advertisements, such as display adverts, that match the look of an already-existing website, social media platform, or search engine. Starting the conversation, Greta defines what is native advertising, what different ways it can formulate, and how it operates.
Presenting the ideas about the past, present, and future of native advertising, Greta dives into the past when they ran a different kind of category within multifamily and add download campaigns, the present as working with TiVo and retargeting, and OS widget integration as the future possibilities. When it comes to digital privacy, there are generational differences. While one generation is quite positive about targeted ads, another generation may bear a negative attitude towards them.
Wrapping up the conversation, Greta, Reid, and Erica talk about their hot takes from native advertising; not mentioning the brand more than three times, personalization, and automated content.
[08.08] Native Advertising – Greta starts the conversation by defining what native advertising is.
[11.47] When to use – Greta dives into types and situations where people might use native advertising.
[17.15] Measuring success – Click-through rate, content landing page, and website for the actual client as the three stages of native advertisement according to Erica.
[20.27] Video assets – Reid and Greta shares their opinion on the engagement of video in advertising campaigns.
[22.20] The process – Both Erica and Greta dives into the process of native advertising step by step.
[31.48] Campaigns – Erica and Greta discuss the types of campaigns that they can do to update the property.
[34.00] Standard metrics - Greta shares the metrics of the national average and Digibles’ average of clicks through the client’s website when people are reading an article.
[39.03] Past, present, and future – Greta dives into the past, present, and future of native advertising as a whole.
[43.18] Personalization – Greta, Erica, and David share their attitudes on personalized ads.
[44.16] Generational differences – Greta dives into the generational differences about targeted ads saying that when one generation likes the targeted ads, another generation may feel negative about their digital privacy.
[49.44] Hot takes – Greta, Erica, and Reid share what hot takes they have in native advertising.
Outbrain - https://www.outbrain.com/
Taboola - https://www.taboola.com/
TiVo - https://www.taboola.com/
LinkedIn - https://www.linkedin.com/in/erica-h-8950b8185/
Special Episode: Running Up That Hill
We are back with a special episode in this week’s Digible Dudes podcast. David Staley, President and Co-Founder, Nicole Staley; Co-Founder Chief Experience Officer, and Reid Wicoff; CEO and Co-Founder at Digible are here to talk about David’s recent event when he ran for Guinness Book of World Records for running the fastest 100 miles on a treadmill. Throughout the episode, we dive into the experience David had, the psychological impacts, David’s interest in doing something extraordinary, getting back on track, and more.
Starting the conversation, David dives into his recent experience on his 100-mile run attempt and talks about how people should do the things that they want to because it’s okay if you fail and can start over. Joining the conversation, Reid shares his attitude of how people should not let their pride or dignity hurt their health.
David shares what he learned from the experience, saying how he expected to feel that his pride was falling, but in the end, it didn’t, and it was just like before. David then dives into the time of his first try back in 2015, how he wanted to do something extraordinary and prove to himself that he could do something special.
David shares how he gets into recovering his body after the event. He shares how he was sleeping, how he managed his diet, how his body reacted in the meantime, and how he intends to get back the eight pounds he lost.
Wrapping up the conversation, Nicole and David both talk about being part of a supportive community and what it means to be a part of a community like that.
[00.56] Taking the shot – Taking shots in life is important. It’s okay if you are not successful, you can start over.
[05.55] The pride – Reid talks about how you should not let your pride or dignity destroy your good health.
[06.57] The experience – David dives deep into what he learned from the recent experience.
[09.37] Psychological elements – Reid talks about how psychology impacts the fact that you can do something again once you did some time ago.
[13.10] Doing something extraordinary – David talks about the difference between the first and the second time he got into the run attempt.
[17.08] Heart rate – David talks about how his heart works and what happens when it comes to passing a certain rate.
[25.43] Recovery – David shares what he does to recover after the event.
[28.22] Giving another shot – David shares when he thinks he will be able to back on the game.
Do you have a story to share where you took an extraordinary shot, but failed and started over? Send it to firstname.lastname@example.org
EP119: When to Hire an External Marketing Team
In today’s episode of Digible Dudes podcast, we are having a fascinating conversation with Michelle Reinhold; Strategic account manager at Digible, and Anthony Paganucci; Founder & CEO of The Brynson Group", a real estate consulting firm specializing in multifamily about when to hire a marketing director to a property management company. Throughout the conversation, we dive into the right time to hire a marketing consultant, consultant versus marketing person, human touch in multifamily, proactive and reactive, management & differentiation of brands, and more.
[08.20] When to hire – When to hire a marketing consultant depends on the three elements; size, tech stack, and structure of the organization.
[17.08] Consultant or marketing person – Michelle dives into the importance of having one person to take care of all the things when it comes to marketing and what result they have on consultant versus marketing person.
[23.10] Dedicated marketer versus consultancy group – Anthony dives into the difference between having a full-time marketer and a consultancy group in your organization which entirely depends on the nature of the organization.
[28.59] Making it easier – Anthony talks about how Brynson makes the process easier for their customers and how they can save time by working with them.
[35.48] Generation of marketers – Michelle shares her idea of how customers begin to hire people who are specific on digital who can handle a lot more brand awareness, new property branding, websites, content, and more.
[38.21] Human touch – Michelle shares her idea about the importance of having a human touch in combination with artificial intelligence when it comes to multifamily.
[46.38] Low occupancy – Michelle and Anthony talk about how organizations tend to blame marketing for low occupancy and how the consultant comes into this kind of situation.
[50.17] The job – Anthony dives deep into one of the biggest questions that people ask them as ‘’why do we need you’’ he explains why people need them because the industry doesn’t stay at the same place, it has ups and downs.
[55.09] Being proactive – Michelle dives into how hard it is to be proactive in the industry and how they are working things out because it’s all about providing data.
[59.14] Brand management – Anthony dives into brand management which is the least proactive thing in the industry where people overlook or wait too long to develop it.
[01.08.37] Brand differentiation – Every brand has a unique identification point says Anthony, and brand differentiation is based on their location, the point they have, etc.
[01.16.15] Being more proactive – Anthony and Michelle share their thoughts on how to be proactive in marketing like doing resident testimonials, and social media content including images and videos on Facebook, Tick Tock, LinkedIn, and Twitter because they will stay there and people know that’s real.
EP118: Spotify Advertising: What you Need to Know
Podcasting has been in growing substantially over the last decade and Spotify seems to be taking on this opportunity to grow as an advertising platform, using advertising for podcasting. In this week’s episode of Digible Dudes podcast, we aim to explore Spotify advertising and what you need to know with Kara Lee; Paid Media Strategist at Digible, and Grace Harrison; Account Manager at Digible. Throughout the episode, we dive into how Spotify advertising works, some of the unique features available in Spotify advertising, and why advertisers in the multi-family space should be looking at Spotify advertising.
Starting the conversation, Kara and Grace introduce Spotify advertising and information like how it works, the duration of an advertisement, where they appear, and more. Spotify is a great experience for listeners because people can choose what they want to hear unlike radio, you can’t choose what you want to hear, you have to hear what the host chose to play. In that regard, radio is a passive platform for listeners and Spotify is an interesting one.
Podcast advertising on Spotify is gaining popularity because of the amazing opportunities to advertise like Q/A, and polls, and also retargeting brings out the best opportunity to engage with advertisements by Spotify itself.
Wrapping up the conversation, Reid dives into the differences between traditional and digital media buying, how difficult it is for the customers, and at last, what podcasts they most like to hear.
[06.58] What is Spotify Advertising- Kara and Grace dive into how advertisements on Spotify operate, and how long and where they appear if you are on Spotify.
[12.07] Subscribers and Free Users- Kara shares the statistics of free and subscribed users currently on Spotify.
[15.13] Generational Difference- Kara and Grace dive into how their generation reacts to advertisements on social media.
[21.44] Property Type - How Spotify is great for brand awareness and how any type of advertising a property wants to do like new lease-up, property renovations, recruitment campaigns, etc will be captured by the correct audience.
[25.57] Spotify versus Radio- How radio is a passive experience when compared to Spotify.
[30.54] Production Cost - Reid and Grace dive into the difference between the production cost of radio and Spotify on advertising.
[34.07] Comparison - How brand awareness is more effective in Spotify than other social media and how it is unique from other social media platforms like TikTok.
[42.40] Programmatic Audio - The use of technology to automate the sale and insertion of advertisements in audio content, such as podcasts, digital radio, and music streaming services, is known as programmatic audio.
[48.14] Hot Takes - Kara and Grace share their idea about podcasts taking over the advertisement field on Spotify with different features and how retargeting offers more opportunities to Spotify listeners.
[57.36] Traditional and Digital Media Buying - Reid talks about how the cost per point in radio and gross rating points in TV work and how frustrating it is for the customers.
[01.02.00] Favorite Podcasts- They dive into what podcasts they like most to hear.
EP117: The Future of Automation with Aptly
Conversational AI refers to the use of chatbots, messaging apps, and voice-based assistants in combination with machine learning to automate communication with customers for your brand. In today’s episode, we dive into the AI communication world with Sina Shekou, the Co-founder, and CEO of Aptly, which is the first AI-powered communication platform for intelligent resident conversations in real estate.
[08.35] Background- Sina shares some background information of Aptly, how he got started with the software, and the intention of helping people in the real estate industry in Northern California.
[10.25] Getting Started- Sina shares how he got into the industry of building software for people who struggle with the real estate industry.
[16.30] Property Technology - Property technology, also known as Proptech, is the application of information technology and platform economics to the real estate industry.
[21.21] Learning from Entrepreneurs- Sina and Reid dive into the experience of working with entrepreneurs and learning from them.
[28.44] The Vision- Sina shares the vision they had before building the software, which seems to be finding a solution for a proper work management platform anchoring it around communication and the necessity of it because of the COVID-19 pandemic.
[33.33] CRM- Customer relationship management (CRM) is the process by which a company or other organization manages its interactions with customers, typically by analyzing large amounts of data.
[40.43] Competition- Sina talks about the competition they have with other companies in the same field, how they inspire their products to be better and how they are different.
[45.46] Investments- Sina shares that being the master record of customers and being irreplaceable directs them toward investments.
[52.35] Workflow Automation- Workflow automation software is a low-code solution that uses machine learning and low-code applications to interact with commonly used third-party cloud solutions.
[58.07] Decision Tree Process- A strong decision-making tool, decision tree analysis launches an organized, non-parametric approach to problem-solving. It makes it easier to assess and contrast the outcomes of the many options, as displayed in a decision tree. The most competitive alternative should be chosen.
[1.00.44] Jim Collins- James C. “Jim” Collins, an American researcher, writer, speaker, and consultant who specializes in business management, business sustainability, and growth, was born in 1958.
[1.08.08] Drawing Customers- Interacting with the customers by blending technology and human makes the process authentic which draws customers.
[1.12.15] 2050- Sina shares his thoughts about the future in the field and according to him, in the next 20-30 years people are going to take ownership of their identity and share it with people to get a better product out of it.
[1.23.15] Challenges- Being replaceable is the biggest challenge in the field.
EP116: Digible's 2022 Mid-Year Update
In this week of Digible Dudes, David and Reid chat about some major changes that have happened in the company, how they are adapting, some interesting books about building a company, along with an insight on what is on the horizon for Digible's growth and future.
Starting the conversation, David and Reid share how Digible focused on hitting profitability this year and interesting movements they had on the client’s side also.
David shares his attitude about Fiona Calls; saying that it plays a huge part in the company’s future. They dive into Digible's 30% growth in the past six months, the incremental hiring, and the challenges of navigating rapid growth.
David then talks about a couple of employee turnovers in Digible saying that the next phase of the career is important to people and it’s understandable in their perspective to seek new opportunities out there.
Reid and David then moved on to talk about the five stages of the decline of a business from the book, "How the Mighty Fall: And Why Some Companies Never Give in" by Jim Collins reveals that by starting to think about how a company falls, you can identify what to do and what not to do and also what stage your business is at currently.
David mentions a book by Simon Sinek called "The Infinite Game" and shares that according to the book, doing a business is an infinite game; there are no winners or losers. He explains the importance of focusing on short-term wins instead of long-term wins by illustrating a great example between Apple versus Microsoft based on the book.
Entering the final phase of the conversation, David and Reid share what they are most concerned about at the company and also they share that they do not only consider profitability or growth but the balance between them.
[05.06] Profitability- David and Reid share how Digible focused on hitting profitability but stayed on track this year.
[08.01] Fiona Calls- The software logs and monitors your calls using artificial intelligence, giving you insights into your most beneficial client interactions.
[13.51] Growth- 30% growth just in six months and how Digible is adapting to the situation.
[16.21] Employee Turnover- The act of replacing an existing employee with a new employee.
[16.21] Blitzscaling: The Lightning‑Fast Path to Building Massively- A book by Chris Yeh and Reid Hoffman about the science of rapidly building out a company to serve a global market.
[23.35] How the Mighty Fall- A book by Jim Collins about the five stages of the decline of a business.
[27.37] The Infinite Game- A book by Simon Sinek revealing a bold framework for leadership in the present changing world.
[37.28] Hiring- David shares hiring and investment as his main concerns for the company.
[39.29] Fair Housing- Reid shares Fair housing as his major concern for the company because it is becoming more and more real with a large number of properties.
[42.10] The Balance- David and Reid talk about balancing both the profitability and growth in Digible.