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Many multifamily websites are outdated or not user-friendly.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.