Eric Brown 

YOU HAVE RESOURCES YOU AREN’T TAPPING INTO Harness the horsepower behind what you have, YOUR BRAND. I am perplexed as to why the apartment industry has taken the marketing path of individually branding every community differently with a different name, as opposed to Branding, at a minimum Regionally the properties that they own and manage. There is an immense power in numbers, just ask Google.

It is fascinating to chat with multifamily housing executives across the nation about their brand. Every business is a brand, even if a bad one. Every property and apartment community has a brand. Your brand is not what you think it is, it is what your resident thinks it is, it is what your employees think it is and it is what your vendors think it is. Lots of companies clamor that their employees are their number one asset, yet are you ready to hand over your brand, what you tout in your marketing material, to your employees? Are you ready to hand your brand over to your vendors? But the group with the most influence are your residents. If they were designing your brochure, would it have the same or similar message as the one in your clubhouse?