Show Notes & Timestamps

[0:10] Introduction and Guest Welcome

Evan introduces Laurel Zacher and previews the episode’s focus.

[1:06] Community Boss Overview

Overview of Community Boss solutions for managing parking, amenities, and mapping.

[1:44] Laurel’s Background & Journey

Laurel’s career path: onsite roles, service partner, and corporate marketing leadership.

[2:20] Career Growth in Multifamily

The value of experience on both the service and corporate sides.

[3:41] Negotiation Tips and Insights

Laurel’s approach to contract negotiation.

Book recommendation: “Never Split the Difference” by Chris Voss.

Key tip: Know your goals and bottom line.

[6:03] Impact of Parking on Communities

Parking as a pain point; importance of understanding local needs and using data.

[8:41] Marketing and Accessibility

Market features like air conditioning, even if “everyone has it.”

Make information accessible: captions, alt tags, and clear descriptions.

[10:42] Personal Questions: Music and Coffee

Laurel’s favorite motivational music and coffee order.

[14:31] Introduction to Multifamily Marketing Truths

Transition to the main topic: Five uncomfortable truths of multifamily marketing.

[15:19] Chapter 1: Websites Are “Hot Garbage”

Many multifamily websites are outdated or not user-friendly.

Need for mobile-first design, fast load times, and self-scheduling tools.

Shop your own properties like a prospect to identify pain points.

[18:31] Improving Renter Experience

Make it easy for residents to find information, schedule tours, and apply online.

Resident portals and 24/7 access are now expected.

[28:33] Chapter 2: Understanding Renter Preferences and Data

Most companies don’t truly understand their current renters’ needs.

Use both qualitative (reviews, surveys) and quantitative (data, sensors) research.

Customer journey mapping is recommended.

[35:47] Chapter 3: Cost of Turnover and Retention Strategies

Average turnover cost is ~$4,000 per unit.

Small improvements in retention can have a huge financial impact.

Consider loyalty programs and AI-driven lease renewals.

[41:42] Chapter 4: Online Reviews as a Marketing Weapon

Reviews are critical for reputation and operational feedback.

Use dashboards (e.g., Sochi, Reputation, Jay Turner) to monitor and analyze reviews.

FTC guidelines: never incentivize reviews or allow staff/family to write them.

[50:16] Chapter 5: Digital Ads: Money Pit or Opportunity?

Digital advertising can be wasteful if not tracked properly.

Focus on metrics that matter: cost per lease, ROAS (Return on Ad Spend), and marketing effectiveness.

Optimize Google Business Profiles for organic reach.

[1:00:29] Marketing Promises vs. Property Reality

Don’t overpromise in marketing; ensure the resident experience matches the marketing message.

Prioritize current residents’ needs and communication.

Cleanliness and basic customer service are essential.

[1:08:31] Final Thoughts

Avoid generic terms like “luxury”; describe what’s actually offered.

Educate and empower onsite teams to maintain standards.

Host thanks Laurel and invites future guests.

#bosstalks

*The views and opinions expressed on Boss Talks are those of the host and their guest(s) and do not necessarily reflect the official policy or position of Community Boss.

• [0:10] Introduction to Boss Talks and host Evan Happel
• [0:16] Meet Kelsi Corey and her background in staffing and executive recruiting
• [0:31] Starting Corey Executive Recruiting and Kelsi’s early grit
• [1:17] Kelsi’s organic social media growth and building a large following
• [2:14] Kelsi’s experience living in apartments and parking stories
• [4:51] Music preferences and how music motivates Kelsi
• [10:05] Caffeine habits: Kelsi’s love for coffee and daily routines
• [13:03] Kelsi’s journey: moving around the U.S., adaptability, and early independence
• [17:57] First job in real estate and lessons from property management
• [19:58] Building a career in recruiting, mentorship, and ambition
• [26:11] Recruiting and hiring strategies at Corey Executive Recruiting
• [29:19] Understanding and evaluating company culture
• [30:93] Networking as an introvert and building a brand without industry events
• [34:43] Reflections on authenticity, leadership, and sharing your story
• [35:45] Closing remarks and encouragement to share your superpower

#bosstalks

*The views and opinions expressed on Boss Talks are those of the host and their guest(s) and do not necessarily reflect the official policy or position of Community Boss.

• [0:00] Introduction & Guest Welcome
  Evan introduces Katie Ritter and sets the stage for a discussion on resident experience and online feedback.
• [0:59] Community Boss Overview
  Brief overview of Community Boss and its solutions for managing parking and amenities.
• [1:33] Meet Katie Ritter
  Katie shares her background and how she became involved with Widewail.
• [1:54] Parking Challenges
  Discussion about the unique challenges of parking in multifamily communities and its impact on resident satisfaction.
• [2:37] Personal Parking Experiences
  Katie describes her experiences with parking in different living environments (Vermont vs. California).
• [4:14] Living in Vermont vs. California
  Comparison of parking and community dynamics between rural and urban settings.
• [5:00] Music Preferences
  Katie’s favorite music for motivation: Bruce Springsteen, especially "The Rising."
• [6:45] Coffee Preferences
  Katie’s coffee habits and the ritual of preparing coffee.
• [8:25] Katie's Career Journey
  Katie’s path from commercial real estate to coaching and eventually joining Widewail.
• [11:20] Widewail's Multifamily Focus
  How Widewail expanded into the multifamily sector and Katie’s current role.
• [12:16] Voice of the Resident Report
  Overview of Widewail’s annual report analyzing resident reviews using natural language processing.
• [14:41] Parking in Resident Reviews
  Parking is rarely mentioned in positive reviews but is a top complaint in negative ones (11% of negative reviews).
• [19:53] Measuring Resident Satisfaction
  How Widewail benchmarks topics like parking across thousands of communities and tracks improvements.
• [23:45] Future Plans and Data Analysis
  Plans to make community-specific data more accessible and useful for benchmarking.
• [25:07] Understanding Resident Feedback
  The importance of actionable insights over just collecting five-star reviews.
• [25:37] Benchmarking Against Others
  Using data to compare communities and identify areas for improvement.
• [26:18] Vendor Opportunities
  How data can help vendors target communities with specific needs.
• [26:47] The Future of Review Data
  The potential for AI and generative search to summarize and organize review data.
• [28:20] Authenticity in Reviews
  The importance of transparency, avoiding fake reviews, and building trust.
• [29:04] Responding to Reviews
  Why personalized, human responses to reviews are more effective than automated ones.
• [35:20] Automating Review Requests
  How Widewail automates review requests and responses for consistent feedback.
• [36:29] Actionable Data Insights
  Delivering actionable reports to clients to improve resident experience.
• [37:33] Measuring Impact
  Tracking improvements and making customer-led decisions using data.
• [38:11] Goals for 2025
  Plans for more in-person events and a second, more actionable Voice of the Resident report.
• [39:22] Supplier Partnerships
  The value of Widewail’s data for vendors and suppliers.
• [41:10] Community Insights
  Analyzing feedback by lifecycle stage (tour, renewal, move-in/out, maintenance).
• [44:29] The Importance of Trust
  Online reviews as a foundation for trust and social proof in multifamily housing.
• [46:12] Closing & Podcast Plug
  Katie plugs Widewail’s podcast "Feedback Fatigue" and Evan invites listeners to participate in Boss Talks.

#bosstalks

*The views and opinions expressed on Boss Talks are those of the host and their guest(s) and do not necessarily reflect the official policy or position of Community Boss.