Multifamily marketer Melissa Brady of Fogelman Properties argues that customer experience (CX) should be the driving force behind all marketing—not just an add-on—because renters don’t experience brands in silos but as one seamless journey, from online search to move-in and beyond. She explains that Fogelman reorganized around three pillars (brand communications, performance marketing, and MarTech/CX) to eliminate friction, align operations across teams, and blend digital and physical touchpoints in a “phygital” leasing process. By focusing on meaningful moments—like inquiries, tours, maintenance, and renewals—and measuring the right outcome-based metrics such as sentiment, renewal, referrals, and resident lifetime value, they’ve redefined multifamily marketing as a human-centered, connected brand experience rather than mere advertising.
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