The Lease-Up

In the real estate industry, sometimes things can go wrong no matter how much you prepare. That’s why having a good public relations team is key. Whether its prepping for plan A, going to plan B or dealing with an absolute crisis, Seth Linden, president of Dukas Linden Public Relations, knows how to best execute a good playbook.

Linden has been president of the firm since 2014, previously serving as executive vice president. In his current role, he heads up client communications counsel, client programs, media coaching, crisis management and more for everyone from non-profits to small organizations to Fortune 500 companies.

In this Top Marketers Episode, Multi-Housing News Associate Editor Jordana Rothberg and Linden talk about what it means to be a good PR rep, and also what it means to be a good client. From thought leadership to content creation, there is always more to be done from a PR perspective.

Follow along as the two delve into:

·      Linden’s background in journalism and path to a career in PR (1:00)

·      Learning the ins and outs of the industry (5:00)

·      The best, as well as the more complicated, clients to work with (6:15)

·      A discipline to media coaching and messaging (10:00)

·      The importance of being a thought leader (11:45)

·      Transparency with your team and the media (15:50)

·      Crisis prep and building out a response team (17:20)

·      The differences between working with multifamily versus CRE clients (19:15)

·      What good content looks like (22:15)

·      How to be a valuable industry partner to real estate clients (24:15)

Together with husband Elde, DeLisa Guerrier owns a successful real estate development and investment firm in Nashville, Tenn. Guerrier Development is all about intentional development and long-term impact. Alongside partners, DeLisa and Elde delivered hundreds of workforce apartments and continue to focus on improving local families’ lives by building attainable housing on land owned by churches. Press play to hear her story!

"Survive 'till '25" seems to be this year’s mantra for the commercial real estate industry. And this also applies to multifamily. "Operational efficiencies will be the spotlight this year,” Paula Munger told Multi-Housing News Senior Editor Laura Calugar in this episode of the NAA Insights podcast series. The National Apartment Association’s vice president of research revealed details about other issues affecting the multifamily industry, but toward the end of the conversation, Munger touched on the positive signs she sees in the economy

The distinct landscapes of multifamily and commercial real estate marketing require different and nuanced approaches. Further, marketing techniques within a smaller boutique firm and a larger national company also vary significantly. Andrew Fredricks, central region director of marketing at Avison Young, knows how to navigate each circumstance with ease.

Fredricks has been with Avison Young since 2015. He has more than 15 years of experience in the marketing and journalism world and has overseen campaigns for hundreds of assets across different sectors and property types.  

Throughout his career, Fredricks has mastered the ins and outs of marketing for different types of real estate. In this episode of Top Marketers, tune in to hear Multi-Housing News Associate Editor Jordana Rothberg and Fredricks discuss how his role now centers around aligning himself and his team as strategic partners to the rest of the firm.

Follow along as the two dive into:

·      Fredrick’s background and current multifamily work at Avison Young (1:00)

·      The differences between marketing in a boutique firm versus in-house (5:20)

·      What it looks like to work on apartment deconversion campaigns (10:00)

·      Going back to more antiquated marketing techniques (12:45)

·      How marketing for multifamily varies from marketing for commercial (16:10)

·      Why multifamily marketers act as translators (18:15)

·      The importance of aligning marketing as a strategic partner (23:00)

For first episode of the Multi-Housing News’ quarterly podcast featuring guests from the National Multifamily Housing Council, President Sharon Wilson Géno discusses her thoughts on what 2024 holds for multifamily.

Wilson Géno holds more than 30 years of experience in the housing industry under her belt. Having served counsel both in-house and outside for various organizations, she is well versed in housing law and policy, government and non-government contracts, nonprofit organizations, legislation and policy around affordable housing and more.

 In this episode, Wilson Géno and Multi-Housing News Associate Editor Jordana Rothberg discuss rent control, rental fraud and other multifamily trends that will impact the industry in the year ahead.

Listen in as the two talk about:

· What 2024 might bring for multifamily (1:00)

· Impactful trends and opportunities taking place this year (3:30)

· How interest rates might influence the multifamily landscape (7:15)

· NMHC’s recent study on rent control (10:00)

· An NMHC survey on the rampant rise of rental fraud (15:30) 

· Policy changes Wilson Géno hopes to see (21:30)

· A new Digital Discrimination Rule and the harm it may bring (22:40)

Recorded January 25, 2024

The student housing market has been keeping strong fundamentals, despite the uncertainty around capital markets. Although the transaction volume is down, some experts argue that student housing is recession-proof and remains resilient amidst current challenges, anticipating an uptick in 2024. Newmark’s Vice Chairman and Head of Student Housing Ryan Lang believes that this year might even be the best one on record for the sector.

In the first episode of Mission Success: Women in Multifamily in 2024, Village Green CEO Diane Batayeh and MHN Senior Editor Laura Calugar dive deep into how lifestyle preferences and demographics have evolved, touching on how apartment operators have adapted throughout the years to meet the needs of diverse populations.  

Whether or not it’s apparent, all great marketing decisions are rooted in psychology. And when it comes to multifamily real estate, understanding the science behind marketing strategies can be the tipping point of getting a leased signed and resigned.

In this episode of Top Marketers, Multi-Housing News Associate Editor Jordana Rothberg is joined by Christine Gustafson, the vice president of marketing and public relations at The Breeden Co. Gustafson has been with The Breeden Company since 2020 and holds more than 20 years of executive and business experience under her belt. But the secret to Gustafson’s success as a top marketer? Her understanding of psychology.

When you walk through the doors of a Breeden Co. property, there are a thousand tiny details. Each one holds significant importance, but why? In this episode, Rothberg and Gustafson break down the importance behind the small things and how bringing psychology into marketing decisions can transform the outcome entirely.

Follow along as the two discuss:

·      Gustafson’s background and decisions she’s happy to have made (1:00)

·      Why the psychology of marketing is comparable to the psychology of dating (5:30)

·      The four Ps of marketing (9:30)

·      Elements that make up the leasing recipe (10:40)

·      The psychology behind a prospective resident (15:00)

·      Integrating psychology throughout a property tour (16:45)

·      How to close a prospect (23:30)

·      The direct results of integrating psychology into marketing (28:45)

·      Internal impacts of implementing psychological marketing strategies (33:30)

Welcome to Management Diaries, MHN’s podcast on multifamily property management. In this episode, Denile Doyle talks with Marc Kotler, president of the New Development Group at FirstService Residential.

Stephanie Johnston fell into the multifamily business when she was in college. She needed a job, so she got hired at the student housing community she lived in. Then she spent seven years in the fascinating student housing industry, but now she serves as a division president with RPM Living. Johnston oversees all property operations across the company’s Midwest, Southeast, Mid-Atlantic and Northeast regions, as well as their affordable portfolio. She specializes in capital improvements, associate development, budgeting, and market analysis.

In this podcast discussion with Multi-Housing News Senior Editor Laura Calugar, Johnston dives into the ins and outs of property upgrades, touching on what residents want most in their apartments and the amenities they expect.