The Lease-Up

Sometimes in multifamily, building one cohesive brand means building a thousand smaller ones. For Greystar, each of its communities is a brick in the foundation of the overall company’s story. In this episode of Top Marketers, Scott Berka, senior managing director of brand and customer experience, talks about how the Greystar Family of Brands came to be.

In his current role, Berka heads up consumer and property brand strategy for Greystar as well as its global portfolio of brands. He also partners with operations and technology teams to provide strategic oversight for customer experience as well as oversees the Greystar website and social media presence.

Berka has been with Greystar since 2019. During his tenure, the company has developed an initiative that it hopes will turn the company into a common renter-household name. In a conversation with Multi-Housing News Associate Editor, Jordana Rothberg, Berka explains why and how the vision came to be.

Tune in to hear about:

·        How Berka got to multifamily marketing in the first place (1:10)

·        What the Greystar Family of Brands really is (4:25)

·        How the hospitality industry helped to inspire the idea (6:10)

·        The kickoff and launch process of Family of Brands (7:05)

·        Consumer research that made the difference (10:35)

·        Integrating the branding process for Family of Brands into the larger Greystar vision (12:30)

·        Berka’s favorite brand to talk about (15:30)

·        How Greystar aims to build and change its relationship with consumers (19:10)

·        Actionable steps Greystar is making to become a household name (24:20)

·        What renters can look forward to (26:30)

·        Marketing goals that Berka hopes these initiatives hit (28:00)

As the property management landscape continuously evolves, effective leadership during times of change becomes paramount. Whether you're dealing with market fluctuations, technological advancements or shifts in roles

Creating a culture of resilience involves staying agile and

In this episode of Management Diaries, Jones joins

Here's a preview of what they talked about:

A study recently released by the National Apartment Association found that rent control leads to a reduction in housing quality. The research examined the empirical link between the quality of housing and rent control penetration, and one of the main conclusions of the analysis is that the increase in the number of rental homes that are subject to rent control in a particular community is strongly correlated to increasing reports of housing inadequacy, interior deficiencies and neighborhood problems.

The ⁠rising demand for student housing⁠ has pushed developers and designers to think outside conventional solutions and come up with mixed-use developments or even innovative construction strategies to tackle costs.

In this podcast episode of Student Housing Unlocked MHN Associate Editor Olivia Bunescu explores current design trends shaping the sector, how are architects building communities faster and the surge of mixed-use properties with BKV Group’s Managing Partner and Senior Design Leader Jack Owen Boarman.

Tune in for the discussion!

Construction industry veteran Helena Finley started in the hotel business and got her first experience in multifamily 25 years ago. Among site visits, project budgets and everything that goes into her managing director & executive vice president role at EMBREY, she still finds time for an activity that has not only brought her lots of satisfaction, but it also helps her relax.   

Tune in to learn about what construction and adventure races have in common!

Digital advertising has come a long way. From the times of low regulation and plenty of data to a digital awakening and an increase in competition, marketers have had to stay on top of a drastically shifting landscape. And through it all, Noah Echols, vice president of customer experience, The RMR Group, has aligned his strategies to stay on top.

In his current role, Echols heads up creative marketing strategies for the company’s corporate and property brands. He brings more than 17 years of experience in the digital transformation space working in industries including finance, real estate and retail. Echols has worked for CARROLL, recently acquired by The RMR Group, for more than 6 years.

Together with Jordana Rothberg, associate editor, Multi-Housing News, Echols delves into where his strategies have had to change. And as a result, Echols talks about how an award-winning campaign came to be.

Listen in as Rothberg and Echols talk about:

·        Echols’ path into multifamily marketing (1:00)

·        The multifamily marketing industry when Echols stepped on the scene (3:30)

·        How digital advertising transformed through the pandemic (5:00)

·        Echols’ strategies during a transformative time for marketers (7:25)

·        Data first, marketing second (9:30)

·        How new technology impacts what renters respond to (10:10)

·        Why marketing is moving towards a more multichannel approach (12:50)

·        The Sounds of Summer 2022 campaign and what Echols regrets (14:15)

·        Sounds of Summer 2024 and what’s different this time around (19:50)

·        The marketing goals of the campaigns (21:40)

As the regional manager of The Habitat Co.’s market-rate and condominium portfolio in Michigan, Steven St. Louis has maneuvered crises big and small. When unexpected situations arise, he prioritizes trust, transparency and timely communication with his residents.

According to St. Louis, this is crucial to maintaining

How can managers ensure that they are effectively managing a crisis? By monitoring their response in real time—during and after the crisis—and adjusting where needed.

Here are some of the topics we cover:

Jennifer Rowe was studying finance and economics in Boston when she took a summer internship with a real estate firm. She liked the industry so much that she decided to deviate from her initial plans to pursue a career in investment banking. Today, she is the vice president of portfolio management at StreetLights Residential, a company that has been in Dallas for more than a decade and has since developed over 14,000 multifamily units in 11 cities across six states.

In this episode of Mission Success: Women in Multifamily, Rowe talks to Multi-Housing News Senior Editor Laura Calugar about her career and lease-up strategies that work, but also shares details about her personal life.

Crafting a resident-first multifamily management company is a feat of its own. But marketing and getting the word out about it is another. Take it from Nicole Jones, senior vice president of marketing and communications, Veris Residential, who created and launched an entire program that takes residential care to a whole new level.

In her second appearance with Top Marketers, Jones dives into the company’s newest program, Veris Promise. Multi-Housing News Associate Editor Jordana Rothberg and Jones discuss what the program means and how it came to be in the first place. Spoiler alert: from getting everyone to buy into the program to working out its legal kinks, it was no easy task.

If you haven’t had the chance to listen to the previous

·        What Veris Promise actually is (1:30)

·        Where a new program like Veris Residential lives (5:35)

·        The buy-in process and making alterations along the way (8:15)

·        Learning to love feedback (14:45)

·        The initiatives that make up the Veris Promise and Jones’s personal favorite (17:00)

·        How Veris Promise has been received internally (23:00)

·        Resident reactions to the new program (24:40)

The cost of insurance for multifamily communities isn’t

In this episode of Quarterly with NMHC, Multi-Housing News Associate Editor Jordana Rothberg is joined by the National Multifamily Housing Council’s Kevin Donnelly, vice president of government affairs, technology and strategic initiatives, and Caitlin Sugrue Walter, vice president of research.

Together the three discuss how insurance costs are impacting affordable housing, how these prices might change in the future and what policymakers can do to ease high insurance cost impacts. Follow along as this podcast goes over:

·       The current multifamily insurance landscape (1:30)

·       What factors are lending towards high insurance prices (4:30)

·       Where high interest rates do and don’t play a role (8:00)

·       The impact of high insurance costs on the national housing shortage (12:00)

·       How high insurance costs directly affect affordable housing (14:45)

·       Strategies firms are implementing to navigate a high insurance landscape (19:30)

·       The importance of high-quality data and modern technology (24:00)

·      Policy solutions that could help (27:00)

·      How experts foresee the future of multifamily insurance costs (33:00)