Marketing always requires creative thinking, but multifamily marketing teams were put to the test like never before when the COVID-19 pandemic hit. Listen in to hear Carina Bryars, director of marketing for central/south, Greystar, reflect on how apartment communities developed innovative strategies for marketing to prospects and what the future of leasing may hold.
"Things can and will keeping moving. You just have to get creative, and you’ve really got to step outside that box."
Mindy Price chats with Carina Bryars about the challenges marketing teams faced when the nation shut down in 2020. Bryars is proud of how her teams thought outside of the box to generate new ideas and develop innovative technology in order to connect with prospects and residents. These changes included offering virtual leasing, self-guided tours, virtual resident events, and the use of AI for appointment scheduling—and she predicts these offerings are here to stay. Bryars also sheds light on how she led her own team through the pandemic, from scheduling virtual coffee talks and one-on-one phone calls to delivering care packages to boost morale.
Bryars reflects on how she continues to generate new ideas for marketing. She derives inspiration through attending conferences and brainstorming with peers face-to-face or via TEAMS huddle meetings. She also subscribes to a daily industry email and follows other management companies and mentors for inspiration.
Finally, Bryars considers what the future of leasing may hold. She notes that the pandemic taught us what tools and touchpoints are necessary for reaching prospects and how the initial changes we saw in staffing, remote work, and outreach tactics still have a place going forward. She concludes by offering advice for those in her industry, including staying educated and at the forefront of trends, engaging in conferences and with mentors, and making your goals known to direct your own path.
Priyanka Agarwal is a public relations expert with over two decades of experience in the field. In her current role, Priyanka serves as the public relations consultant for J Turner Research. She specializes in online reputation management, corporate content creation, and strategic PR planning. She is a contributory author for NAA, Multifamily Insider, and PR Daily. Priyanka holds a master’s degree in public relations from the Jack J. Valenti School of Communications, University of Houston.