How to Manage Multiple Lease-Ups With Kindle Baumgarten of Drucker +Falk
NAVIGATING MULTIPLE MULTIFAMILY LEASE-UPS
⏱️ 6 Minute Read
In the multifamily real estate world, lease-ups are so important in establishing a community's identity and attracting residents. Kindle Baumgarten, a regional marketing coordinator for Drucker + Falk, shares actionable strategies for bridging developers and operations teams and pro-level insights into the intricate process of managing multiple lease up projects simultaneously.
Kindle breaks down the importance of team collaboration, agility in making apartment marketing changes, and keeping the developer's vision alive throughout the lease-up process, from developer to leasing agent.
EPISODE AT A GLANCE:
00:00 Introduction to Lease-Ups Through a Marketing Lens
00:50 Meet Kindle Baumgarten: A Deep Dive into Multifamily Marketing
02:00 The Multifaceted Role of a Regional Marketing Coordinator
03:26 Juggling Multiple Projects: Strategies and Challenges
06:35 Bringing a Developer’s Vision to Life: From Concept to Community
12:01 The Importance of Storytelling in Multifamily Marketing
14:14 Maintaining the Vision: From Lease-Up to Resident Experience
17:03 Concluding Thoughts and Future Directions
BRIDGING MULTIFAMILY DEVELOPERS AND OPERATIONS TEAMS
As a regional marketing coordinator, Kindle is a vital intermediary between developers, operations teams, and onsite staff, making sure there’s a seamless collaboration throughout the lease-up process. One of the biggest takeaways from this conversation with Kindle is the importance of creating strong relationships and clear communication channels. There’s no better way to make sure the developer’s vision and brand guidelines are integrated into every aspect of the marketing strategy in a way that’s going to make your community and property stand out.
Your Actionable Takeaways:
📆 Schedule regular check-ins with all stakeholders to review progress, address challenges, and realign strategies as needed.
📒 Create a centralized place for brand assets, including logos, brand guidelines, and marketing materials, to ensure consistency across all lease-up projects.
MASTERING THE ART OF JUGGLING MULTIPLE LEASE-UP PROJECTS
Managing multiple lease-up projects simultaneously requires a healthy blend of organizational powers and laser focus. (Yes, you might need to channel a little bit of superhero energy.) Don’t worry though, Kindle gives some great advice on how to make prioritization and delegation work in your favor, making sure that each project has the attention it deserves and keeping that overall project momentum flowing. By using project management tools and efficient workflows, Kindle makes it clear that any team can navigate the complexities of multifamily lease-ups with finesse.
Your Actionable Takeaways:
📈 Implement a project tracking system to monitor progress, identify bottlenecks, and allocate resources effectively.
👏 Empower team members with clear roles and responsibilities, fostering accountability and collaboration across departments.
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BRINGING BRAND VISION TO LIFE THROUGH COMPELLING STORYTELLING
At the heart of every successful lease-up lies a compelling narrative that resonates with prospective renters. Kindle talks about how you can use the power of storytelling to create enthusiasm for your apartment community, craft engaging web copy, choose compelling imagery, and curating meaningful content that showcases the unique personality and charm of each community. When you align marketing efforts with the developer's vision and brand story you create immersive experiences that resonate with renters on an emotional level. *cue warm fuzzies*
Your Actionable Takeaways:
🔍 Create marketing messages to resonate with potential residents’ preferences and lifestyles.
📸 Incorporate user-generated content, such as resident testimonials and photos, to authentically showcase the community's appeal and foster a sense of community among prospects.
SUSTAINING MOMENTUM BEYOND LEASE-UP FOR MULTIFAMILY COMMUNITIES
While it’s no question that lease-ups are significant milestones in a community's lifecycle, Kindle emphasizes the importance of maintaining momentum and engagement after the initial lease-up phase. By providing ongoing support, monitoring market trends, and adapting marketing strategies accordingly, Kindle makes sure that communities continue to thrive long after the lease-up phase. From resident retention initiatives to community events and promotions, it’s important to stay committed to fostering vibrant, welcoming communities with timeless appeal.
Your Actionable Takeaways:
🤝 Implement a robust resident engagement program, including regular events, newsletters, and social media campaigns, to cultivate a sense of belonging and community among residents. (pssst - we know someone who can help with all of this. 👋 Keep reading!)
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👩💻 Leverage data analytics and feedback mechanisms to gather insights into resident satisfaction and preferences, informing strategic decisions and enhancing the overall resident experience.
Mastering multifamily lease-ups requires more than just marketing expertise—it means creating a deep understanding of the developer's vision, a commitment to excellence, and a passion for storytelling. As multifamily professionals, we can take these actionable steps Kindle laid out and apply her strategies to our own lease-up projects, creating vibrant communities that resonate with renters and stand the test of time.
Kindle Baumgarten is a Regional Marketing Coordinator at Drucker + Falk. Kindle first began her multifamily career as a leasing consultant in 2019. In her leasing role, Kindle cultivated a passion for building relationships with residents by listening to their stories. Kindle carried that passion into her marketing support role in 2022 with the belief that every client, colleague, and community has a special story worth sharing.
🔗 Connect with Kindle on LinkedIn
Kindle + Sprout = Marketing Bffs Since 2022 💚
