NAA Marketing Buzz: For the Love of Marketing at Waterton Residential | National Apartment Association

NAA Marketing Buzz: For the Love of Marketing at Waterton Residential


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September 2013

For the Love of Marketing at Waterton Residential
Virginia Love currently serves as the Vice President of Leasing and Marketing for Waterton Residential. In her current position, this 23-year industry veteran is responsible for all national-level advertising or, as she puts it, "anything and everything that is customer-interfacings." Also part of her job is to identify products and technologies that Waterton should be using. We sat down with Love recently to discuss marketing and leasing initiatives that she has been a part of and where she thinks the industry is headed in the months and years to come.
Mini-Apartments: Next Big Thing?
Mini-apartments are popping up in more and more American cities where land is finite, downtowns have regained their allure, and monthly rents continue to climb. In an age when library-sized book collections can be stored on a single, hand-held device, more Americans view downsizing to such mini-units as feasible, economical, and eco-friendly. In particular, more and more Millennials -- those typically younger than 30 -- are drawn to cities where they can both work and socialize and are proving that they will gladly sacrifice space for a "quality" location. The trick is appealing to those who have never considered living in a space that typically measures about 300 square feet, which is slightly bigger than a single-car garage.
RealPageSept13 2013

Gaining Mobile Momentum
Apartment communities need to appeal to a new breed of residents eager for mobile-based conveniences. To beat the crowd and improve retention, management and leasing staff must be proactive in enhancing mobile application services, improving maintenance protocols with more timely access to information, and bettering the bottom line. In this feature, Yardi Systems' Vice President of Government Services Dan Campbell gives several examples of mobile maintenance applications that can improve resident services and staff efficiency.

More Residents Find Fulfillment in Forgoing Traditional Materialism
John Zogby, author of "The Way We'll Be: The Zogby Report on the Transformation of the American Dream," contends that there has been a "downsizing, downscaling, and re-evaluation of values that started in the previous decade and has been fueled by the economic doldrums." Zogby is not alone in his commentary. In the 2010 book, "Spend Shift," co-authors John Gerzema and Michael D'Antonio describe these mindful consumers as "people who, in adapting to [the economic] crisis, have subtly adjusted their lives to seek greater balance and a more fulfilling existence." The result is a gradual decline in "traditional materialism" -- i.e. the pursuit of a big house, a fancy car, and so forth.

Successful Lease-Up in Evanston Shows Power of Green
The new AMLI Evanston, a residential green technology apartment community in Illinois, was constructed with Leadership in Energy & Environmental Design Silver certification standards that involved a rigorous program that incorporates green building practices. AMLI takes part in its own "Breatheasy" program, which prohibits smoking by residents and their guests inside their apartments and in all common areas. Other green features range from energy-efficient appliances to low-flow plumbing. So far, the marketing outreach has been effective, and occupancy is building.
National Lease Program

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