How Performance Marketing Drives Results at Fogelman

Stacey Brown, Director of Performance Marketing at Fogelman Properties, explains how performance marketing has evolved from simply driving leads to becoming the strategic connective tissue between marketing, operations, and asset management focused on meaningful business outcomes like healthy occupancy and sustainable revenue, not just traffic volume—measuring success by how well campaigns attract the right prospects who convert and contribute to long-term property performance. Brown describes how her team uses data-driven benchmarks, conversion metrics, and customer-journey insights to guide decisions around advertising spend, pricing, and leasing strategies, and how leading indicators such as conversion trends, resident sentiment, virtual assistant performance, and sales follow-up quality help signal when adjustments are needed before results falter. She also highlights the importance of understanding the entire renter experience—from first contact through renewal—and partnering with onsite and operational teams to diagnose issues early, using performance marketing as a diagnostic and prescriptive tool that aligns goals across departments and keeps communities performing at their peak

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