S1E8 - Michael DiMella - Rethinking Centralization

Rethinking Centralization with Michael DiMella of CHARLESGATE

S1E8 features Michael DiMella, Managing Partner at CHARLESGATE

Michael’s Bio:

Michael DiMella is the Managing Partner of CHARLESGATE. CHARLESGATE is an integrated real estate firm that empowers thousands of clients throughout New England with a comprehensive array of services across residential and multifamily real estate - sales brokerage, property management & leasing, investment sales, construction, and new development. With deep, local roots, we were founded in Boston in 2003 and are headquartered in the Back Bay. We are rapidly growing, including making the Inc 5000 list of the fastest-growing private companies in America three times (and counting).

Michael is a nationally recognized leader in the real estate industry and has been awarded as one of Boston’s Top “40 Under 40” professionals by The Boston Business Journal, as one of the Top "30 Under 30" Realtors in America by Realtor Magazine, and as one of the Top 250 Real Estate Teams in America in the WSJ Real Trends Report. He is frequently cited in local and national news publications like The Boston Globe, The Wall Street Journal, Boston Magazine, and Banker & Tradesman for his insight and perspective on the Boston real estate market.

In this episode:

Feedback Philosophy:

Michael views feedback as a gift essential for growth and improvement, whether from supervisors, colleagues, or residents.

Multifamily Operating Model:

The model advocates for functional specialization, breaking property manager roles into focused team pods. This balances centralized tasks with human-centered roles closer to residents.

Believes in a hybrid approach, using technology to enhance efficiency without replacing personal interaction.

Challenges and Solutions:

Turnover and Stress: High employee turnover (up to 37%) stems from overburdened roles. The new model provides role clarity and career pathways, reducing stress.

Collaboration: Pod structures promote teamwork and shared best practices, combating isolation.

Resident Experience:

Feedback Focus: Emphasizes micro feedback (e.g., maintenance ratings) but sees potential in expanding macro feedback (e.g., resident sentiment surveys).

Communication Gaps: Unresponsiveness is a key complaint, driving changes to improve response times.

Human vs. Tech: Overreliance on tech (e.g., self-guided tours) reduces satisfaction. The focus remains on maintaining human connections.

Implementation and Metrics:

The model evolved iteratively, with COVID-19 accelerating changes.

KPIs are tied to specific roles, ensuring accountability and weekly performance reviews.

Feedback informs training and process improvements for consistency across properties.

Vision:

The approach balances better resident experiences with financial goals, emphasizing the importance of human interactions in property management.

Michael DiMella on Linkedin: https://www.linkedin.com/in/michaeldimella/

CHARLESGATE: https://www.charlesgate.com/

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

How RangeWater Aligns Operations and Feedback

S1E7 features Dana Hill, Senior Director of Engagement at RangeWater

In this episode of Feedback Fatigue, we cover:

Importance of Feedback: Hill emphasized feedback as essential for performance, connection, and trust. She noted that Gen Z values transparency over perfection, with trustworthiness linked to an average rating rather than a perfect score.

Operational Structure: Her day-to-day involves assessing resident concerns and online reputation data. RangeWater’s structured approach includes identifying properties needing improvement and celebrating top performers.

Alignment Across Departments: Being part of the operations team allows Hill to integrate feedback with operational metrics (e.g., occupancy, maintenance) across departments. RangeWater uses this data to make actionable improvements, enhancing resident experiences and property performance.

Training and Consistency: A BI tool and a reputation management toolkit provide transparent KPI tracking. Monthly trainings and accessible resources empower community teams to improve and align with company standards.

Incentivizing Performance: KPIs tied to bonuses motivate teams, making reputation management financially rewarding and ensuring company-wide alignment with Rangewater’s core values and performance goals.

Dana Hill on Linkedin: https://www.linkedin.com/in/danadhill/

RangeWater: https://liverangewater.com/

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

“On the Verge of Things Really Accelerating”

S1E6 features Kevin Wilson, the Director of Marketing at Southern Land Company.

In the show, we cover:

Resident Feedback as a Continuous Process: Kevin emphasizes a “love-love” relationship with feedback, viewing it as a tool for both improvement and engagement. He highlights that feedback, while not always immediately actionable, helps adapt offerings to changing resident expectations. He underscores the value of gathering feedback systematically across both new and stabilized communities to stay aligned with evolving resident needs.

Adapting Spaces and Amenities Based on Feedback: Kevin discusses using resident input to refine community amenities, illustrating how feedback has driven changes like introducing multipurpose spaces and evolving fitness areas to meet contemporary needs, such as creating spaces for games or yoga. He sees amenity flexibility as a way to maintain relevance and enhance resident satisfaction.

Efficient Feedback Collection through Short Surveys: Kevin notes that residents are more likely to respond to short, targeted surveys, especially over text. He sees the trend toward concise feedback collection, driven by digital tools and AI, as crucial for identifying "micro trends" and maintaining responsiveness without overwhelming residents with requests.

Building Community and Retention: Kevin views events and communal spaces as pivotal to fostering a sense of community, which he believes is critical for resident retention. He shares examples of smaller, less costly initiatives like game nights or branded community events, which encourage residents to meet and build connections, positively impacting their overall satisfaction and likelihood of renewing.

Strategic Use of AI for Feedback Analysis: Kevin explains that AI tools now make it easier to analyze and act on feedback promptly. This capability allows his team to understand what resonates or requires improvement across communities more effectively, enabling targeted adjustments in real-time.

Kevin Wilson on Linkedin: https://www.linkedin.com/in/kevin-wilson-aab16a8/

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

The Hybrid Approach to Multifamily Feedback

S1E5 features Janet Rosseth, the CMO of Cadence Marketing solutions.

In this episode, we cover:

Volume of Feedback: Janet emphasized how feedback has evolved, noting that property managers now deal with feedback from multiple channels (online reviews, internal surveys, and direct communications). This has increased the complexity of managing and interpreting feedback.

Prioritizing Actionable Feedback: Given the overwhelming volume, Janet suggests categorizing feedback into what is actionable versus noise. She recommends focusing on feedback that aligns with strategic business goals.

Human Element and Technology: Janet advocates a hybrid approach where technology supports, rather than replaces, human interaction. While automation is useful, particularly in areas like response times and notifications, she notes that too much reliance on technology can depersonalize the experience.

Training and Adoption: She stressed the importance of training teams to use new technology effectively and incorporating tech into daily operations. By fostering familiarity with tools in low-stress settings, employees are more likely to adopt them even in high-pressure situations.

The “Compliment Sandwich”: Janet utilizes a "compliment sandwich" approach in delivering feedback, ensuring that clients feel encouraged and that feedback is constructive. This aligns with her goal of making clients feel supported rather than criticized.

Setting Realistic Goals and Pacing: Janet’s consultancy, Cadence, focuses on pacing strategies to ensure sustainable improvements. She advocates for a "stride and sprint" approach to diagnostics, enabling clients to assess their marketing and operational needs methodically without overwhelming the team.

Alignment on Priorities: Janet emphasized the importance of involving stakeholders to self-assess and rank priorities. This collaborative process helps create buy-in and allows teams to take ownership of their improvement efforts, ensuring that changes are more readily accepted and effective.

Janet Rosseth on Linkedin:

Cadence Marketing Solutions:

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

Play to Your Strengths

S1E4 features Rebecca Smith and Ashley Stran of WPM.

In this episode we cover:

Roles and Career Transitions:

Ashley Stran has been with WPM for over 18 years, transitioning from leasing to accounting and later to the marketing department as the Social Media Coordinator. Her journey emphasizes the value of career flexibility within an organization and how employees can contribute in different capacities. Rebecca Smith, Director of Marketing and Business Development for WPM’s multifamily division, shared how her role evolved from leasing to brand engagement and business development, focusing on promoting WPM's reputation and services.

Approach to Feedback:

WPM's feedback strategy involves both macro and micro approaches. Rebecca looks at feedback at a macro level, focusing on trends and using it to enhance branding and business development. Ashley, on the other hand, addresses feedback at a micro level, working directly with property teams to resolve issues raised in reviews. This two-pronged approach allows WPM to maintain a high level of service and brand integrity by both responding to individual concerns and leveraging positive feedback to attract new clients and residents.

Managing Negative Reviews:

Ashley emphasized the importance of responding to negative reviews, either by addressing concerns directly with the resident or publicly on review platforms to demonstrate that WPM takes feedback seriously. Reviews are seen as opportunities for growth, and often, by reaching out to residents, they can turn negative reviews into positive outcomes.

Brand and Reputation:

WPM leans into its strengths, focusing on aspects where they excel, such as unit cleanliness, condition, and maintenance. Feedback data from Widewail showed WPM outperforming industry benchmarks in these areas. Rebecca highlighted that they use this data to reinforce their brand promise, "Performance that Adds Value," which resonates with both residents and potential clients.

Feedback’s Role in Business Development:

Positive feedback is used in business development to demonstrate WPM's ability to meet client expectations and maintain properties to a high standard. The feedback also helps identify where WPM excels and where improvements can be made.

Future of Feedback:

Both guests touched on the future of feedback, highlighting verification. There is growing concern over fake or unverified reviews, and regulatory bodies like the FTC are cracking down on unfair review practices.

Employee and Client Relationships:

Rebecca and Ashley stressed the importance of employee satisfaction and strong client relationships. WPM’s culture of valuing employees and long tenures is reflected in its ranking as a top workplace, and the company aims to attract clients who share similar values and respect for the challenges property managers face.

Rebecca Smith on Linkedin: https://www.linkedin.com/in/rebecca-smith-nalp-21230/

Ashley Stran on Linkedin: https://www.linkedin.com/in/ashley-stran-62a807162/

WPM Real Estate: https://www.wpmllc.com/

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

What’s the Core Purpose of Your Feedback Engine?

S1E3 features Bobbi Steward, CEO at Revyse.

Bobbi’s Bio:

Maybe it is the constant motion. Or the always-evolving tech. But Bobbi says that her favorite thing about her work is that it’s the perfect mashup of science and heart. With a few well-chosen words and a couple lines of code, you can change things.

One part tech-nerd, one part storyteller, Bobbi has worked in real estate technology for the last decade, partnering with start-ups, software vendors, marketplaces, and property management owners and operators, to help renters and home buyers find a place to call home. As the CEO of Revyse, she's on a mission to bridge the gap between vendors and operators, making it easier to discover, buy, and manage the top-rated tech and tools for your teams.

In this episode of Feedback Fatigue, we cover:

Handling Feedback as a CEO

Bobbi emphasizes that feedback is integral to refining product pitches and internal operations. She shares that every interaction with potential customers or employees provides valuable feedback, which she incorporates into future presentations.

Leadership Philosophy

Steward follows the principle of "over-communicate always," stressing the need for transparency between leaders and their teams. She learned early on that providing full context helps align employees with company goals, making it easier to execute strategy.

Public Speaking and Feedback

Steward recounts her experience with public speaking, where she faced anxiety but used repetition to improve. She highlights how her presentation strategy involves telling a relatable story, admitting her mistakes, and connecting with the audience before discussing solutions.

Feedback Culture

We discuss creating a culture where feedback is normalized, transparent, and non-personal. This culture makes it easier for teams to act on positive and negative feedback.

Challenges with Vendor Relationships

Bobbi shares a personal story about her challenges with the RFP process while VP of Marketing at BH Management. This lack of communication and feedback inspired her to start Revyse, which aims to provide transparency and better communication between companies and their technology vendors.

Actioning Feedback

Steward advises that acting on feedback requires clear space for conversations, especially around difficult feedback. By doing so, the next steps often become clearer. She also stresses that organizations should not just gather feedback but act on it to avoid disillusionment among team members.

Bobbi Steward on Linkedin: https://www.linkedin.com/in/bobbisteward/

Revyse: https://revyse.com/

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

JOSHUA BECERRA

Chief Marketing Officer, Pink Taco

As the Chief Marketing Officer of Pink Taco, Joshua Becerra brings more than 17 years of expertise in strategic marketing, branding, and hospitality operations, offering a well-rounded experience across operations, PR, and marketing to create a seamless and dynamic guest experience. Becerra has long been a fan of Pink Taco, frequenting the brand for almost 17 years before taking on his current leadership role. Now, during Pink Taco’s 25th anniversary, he is honored to be a part of the brand’s next chapter, guiding its growth and ensuring its continued success in the ever-evolving restaurant landscape.

Becerra’s journey in hospitality began early, growing up in the industry and working with his mother in restaurants. His passion for food and beverage was ignited in high school when he led his DECA (Distributive Education Clubs of America) chapter and competed internationally in hospitality management. With experience in nearly every role in a restaurant — from dishwasher to bartender to manager — Becerra possesses a deep operational understanding that informs his strategic marketing decisions.

Before joining Pink Taco, Becerra served as the Vice President of Marketing and Public Relations for The ONE Group, where he played a pivotal role in expanding STK Steakhouse and Kona Grill globally. He successfully led the company’s marketing pivot during the pandemic, introducing takeout and delivery services that kept the business thriving. Becerra has managed marketing for high-profile events such as the Oscars, Grammys and Coachella while also cultivating successful partnerships with brands like BMW, AME and FujiFilm.

Becerra holds a B.A. in Communications from Emmanuel College, certificates from Cornell University in 360 Marketing and from Harvard University in Disruptive Strategy. His leadership style emphasizes collaboration and innovation, often drawing inspiration from within his teams and loyal customers. A true believer in leaving things better than he found them, Becerra is dedicated to mentoring his staff and ensuring they grow personally and professionally.

Outside of his career, Becerra enjoys spending time with his husband and son. He is a music enthusiast and finds joy in musical theater and concerts, with a special fondness for Kelly Clarkson. Becerra also proudly celebrates nine years of sobriety and is a long-time supporter of the Concern Foundation, contributing to charitable causes for more than a decade.

In this episode of Feedback Fatigue, we cover:

Feedback as a Tool:

Josh stresses the importance of individual and thematic feedback for improving guest experiences. Today’s digital platforms like Yelp and Google give real-time insights that help identify areas for improvement​.

Consistency in Operations:

Josh believes consistency in operations is the best marketing strategy. Delivering the same high-quality experience across all locations is key to building customer loyalty.

Marketing and Operations Alignment:

He emphasizes breaking down silos between marketing and operations. Collaboration ensures marketing supports operational goals and creates a seamless guest experience.

Generational Shifts in Feedback:

Josh notes younger generations are more focused on sharing authentic experiences and advocating for businesses that go above and beyond, unlike older generations who value loyalty programs​.

Supportive Leadership:

As a leader, Josh works for his team rather than vice versa. He builds trust through open communication and actively helps solve problems alongside his staff​.

Josh Becerra on Linkedin: https://www.linkedin.com/in/joshuamichaelbecerra/

Pink Taco: https://www.pinktaco.com/

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

S1E1 features Faith Barker, Marketing Manager at Trilogy Real Estate Group.

With nearly a decade of experience in multifamily marketing, Faith specializes  in leveraging resident feedback to enhance community  operations and marketing strategies. Passionate about experiential branding, she believes in integrating brand identity into every aspect of the business to create memorable, high-quality experiences for residents. This includes using data-driven insights from resident reviews to drive innovation in leasing and marketing, resulting in significant improvements in engagement and satisfaction.

In this episode of Feedback Fatigue, we cover:

Proactive Approach to Feedback:

Faith views feedback as a roadmap, not just a reflection of past performance. She emphasizes using both positive and negative feedback to make informed, forward-looking decisions. This helps Trilogy's operations and marketing improve continuously.

Unique Community Approach:

Trilogy does not treat all properties the same. Instead, they analyze reviews and feedback to understand each property's unique needs. This allows them to tailor strategies and operations to individual communities, ensuring a personalized resident experience.

Leveraging Positive Feedback:

Faith highlights the importance of using positive reviews as a marketing tool. For instance, if residents praise specific aspects of a property or a staff member, they create social media content, email campaigns, or videos around that. This reinforces good experiences and makes them visible to prospects.

Importance of Maintenance Teams:

Maintenance teams play a pivotal role in resident satisfaction. Faith discussed how, even at properties with fewer amenities, promoting the strength of the maintenance team helped secure leases. She emphasized building strong relationships with these teams, as they are the "lifeblood" of properties.

Real, Authentic Marketing:

Authenticity in marketing is crucial. Faith explained that content captured with phones often performs better than professionally staged photos. Residents respond to "real" visuals and relatable stories, which help foster a sense of trust and community.

Operations and Marketing Synergy:

Faith’s role sits at the intersection of operations and marketing, a unique structure at Trilogy. This close integration allows for real-time decision-making based on feedback, bridging the gap between day-to-day operations and marketing strategies.

Rebranding Driven by Feedback:

Trilogy's recent rebranding was heavily influenced by feedback from residents and employees. They repositioned the company as “raising the bar,” reflecting the common feedback that Trilogy properties offer something better than competitors.

AI Tools and Future Marketing Trends:

Faith is leveraging AI tools like Copy AI to adjust marketing copy to different tones and voices, helping to resonate better with diverse audiences. She also stressed the importance of staying ahead of new trends, like Google’s Search Generative Experience (SGE), which will impact how reviews and feedback are summarized in search results.

Faith Barker on Linkedin: https://www.linkedin.com/in/faithlbarker/

Trilogy Real Estate Group: https://trilogyreg.com/

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

Feedback Fatigue is a new podcast from the Widewail team for Multifamily. Hosted by Jake Hughes, Director of Marketing and Katie Ritter, National Accounts, Multifamily, Feedback Fatigue is a show about resident reviews, surveys and more and what to do with it all. Here from operators and industry experts on what's working, what's not and what they're experimenting with today.