The Data-Driven Marketer: Future-Proof Your 2021 Strategy With LeaseLabs and Google
For marketers, 2021 presents unique challenges and opportunities in figuring out the best ways to engage with prospects and residents. There are stricter regulations and more solutions than ever throughout the industry—with unrealistic promises causing lackluster results at a high price.
So how do we ensure our properties are found online by the right renters? How has their journey changed since 2020? And which digital sources are the most efficient when it comes to marketing spend and operational efficiency?
Join Brock MacLean, SVP of Business Development at LeaseLabs® by RealPage®, Richard Hughes, SVP of Data Science at RealPage, and special guest Kristen Fox, Strategic Partner Manager at Google, as we explore shifts in consumer trends, extrapolate the search landscape, and explore how you can accelerate your multifamily marketing strategy with data-driven insights.
Discussion topics include:
- Shifts in apartment marketing trends and renter behavior
- How to utilize data for a targeted marketing strategy
- Compliance hurdles and innovative options
- AI prospect targeting & predictive analytics
- Which lead sources are the highest quality and cost-efficient
Kristen has a diverse background in sales, marketing, and IT consulting. Kristen has worked with a myriad of clients during her 3+ years at Google. In her current role at Google, she works closely with Google's largest customers to ignite growth and build cohesive go to market strategies. Prior to joining Google, Kristen spent 5 years at The Walt Disney Company across mobile app marketing, sales, and brand management (including the rebranding of Disney Princess in 2015). She began her career as an IT Consultant with KPMG in NYC. On a personal note, Kristen and her husband welcomed identical twin girls in November. She is an avid gym-goer teaching spin and boot camp classes several times a week and loves a good craft beer or wine from Napa.
Brock MacLeanSenior Vice President, Business Development, LeaseLabs, a RealPage Company
Brock MacLean has over 24 years of experience in the multifamily housing industry, and a proven track record of developing successful marketing solutions, along with a profound understanding of consumer behavior across the multifamily industry. He focuses on developing strategic connections across RealPage’s robust suite of consumer-facing products, including leasing, marketing, and residents.
Rich HughesSenior Vice President, Data Science, RealPage, Inc.
Rich Hughes first entered the data revolution with apartment owner/operators AMLI and Archstone for over a decade, and is now head data scientist with RealPage. Hughes believes that today’s winners in complex, asset-intensive, service-based industries—from Amazon to apartments—have discovered the operational trifecta: over-delivering on promises while keeping the operation streamlined and affordable. He spends his days creating centralized command and control capacity for apartment operators, mainly regional managers, to streamline their operations through better and faster decision-making. He does this by analyzing data to predict outcomes, giving apartment operators prescriptive recommendations that are mathematically solvent and intelligence that is continually learning.