3/7/24 2:10 PM | Data Analytics Using Data to Amplify Marketing’s Voice: Getting a Seat at the Table

Traditionally, marketing teams have grappled with securing a significant seat at the decision-making table due to the absence of comprehensive data-driven insights. The dynamic landscape of the multifamily industry, characterized by evolving resident preferences, market trends, and technology, demands a robust data-driven approach. Without it, marketing decisions are often based on intuition rather than empirical evidence, limiting the effectiveness of campaigns and hindering the ability to demonstrate tangible value. This blog explores how leveraging data as a strategic asset can transform multifamily marketing, empowering teams to make informed decisions, optimize campaigns, and demonstrate a clear return on investment. 

The Challenge: Underutilization of Data 

Multifamily marketing decisions frequently face challenges due to insufficient data-driven insights, which limit teams in effectively demonstrating the direct impact of their marketing efforts on business outcomes. Within the multifamily sector, where resident preferences, market trends, and technology are in a constant state of evolution, there exists a pressing need for a robust data-driven approach to marketing. This dynamic landscape underscores the importance of leveraging comprehensive data analytics to inform strategic marketing decisions and adapt campaigns to meet changing demands effectively. 

Leveraging Data for Strategic Impact and a Transformative Marketing Funnel 

The opportunity at hand presents a transformative shift in the multifamily marketing landscape, where data emerges as a strategic asset capable of elevating the role of marketing within the industry. Through the effective utilization of data analytics, marketing teams gain access to a wealth of valuable insights, ranging from resident behavior patterns to nuanced market dynamics. This comprehensive understanding empowers marketing leaders to make informed decisions, enabling them to optimize campaigns and allocate resources more effectively. By leveraging data-driven insights, marketing professionals can demonstrate the return on investment of their initiatives, fostering trust and confidence among stakeholders while solidifying the strategic importance of marketing within multifamily organizations. 

Jennifer Staciokas, President of Western Wealth Capital shares a compelling use case, highlighting the transformative shift from cumbersome spreadsheets to a BI environment., "Instead of manually processing data that we had to work on instead of work in, we are now able to analyze the data and spend time implementing and executing the ideas." 

Staciokas elaborates, "Our marketing funnel is something that we’d always had to create from spreadsheets in the past. Now I can look at actuals we’ve been achieving at a property, add forward projection of where we think we’re going to be from a conversion perspective, and forecast how many move-ins and how much incremental traffic we will need while also viewing my historical traffic to see if it will be achievable." 

The Impact: Gaining a Seat at the Decision-Making Table 

Successfully integrating data into the multifamily marketing strategy not only enhances the efficiency and relevance of campaigns but also enables marketing professionals to speak the language of key stakeholders within the organization. By providing actionable insights derived from comprehensive data analysis, marketing teams can effectively report on metrics that matter, driving portfolio and property performance forward. This strategic alignment positions marketing as a trusted strategic partner, rather than merely a cost center, within the organization's decision-making framework. 

The multifamily industry stands to benefit significantly from the strategic use of data in marketing. Beyond tactical improvements, this shift can transform the perception and impact of marketing within the multifamily ecosystem. By fostering collaboration and driving innovation, the integration of data-driven strategies catalyzes career growth opportunities for multifamily marketers while contributing to overall organizational success. This evolution not only enhances the effectiveness of marketing initiatives but also establishes marketing as a pivotal driver of growth and success within the multifamily industry. 

Explore the transformative potential of Business Intelligence in multifamily operations by delving into more client-success stories in our recent white paper.