More Than Marketing is a new educational series from Resident360, where we ask Marketing Directors throughout the country 5 questions. Today, you’ll meet Jenny Richard.
Jenny leads the company’s marketing department, where she challenges her team to reinvent the experience of residents and prospective customers with Glick. Jenny strives to create improved experiences by listening to and engaging with Glick customers in the ways in which they enjoy interacting with the company. Through ongoing and strategic efforts to be informed, nimble and innovative, Jenny ensures Glick is leveraging the latest communication tools to meet Glick’s industry-leading standards of customer service.
Jenny enjoys Glick’s strong desire to always want to do more, as well as the company’s caring commitment to their employees and the communities that they do business in — creating a positive, impact-driven culture that’s contagious.
Prior to her current role, Jenny served as a regional property manager. She has 20 years of industry experience including management of residential, commercial and HOA. Jenny earned her certified apartment manager designation in 2004 and was named IAA’s Rick Stapp Regional Manager of the Year in 2015.
I am responsible for decisions involving all aspects of marketing including brand management, digital, advertising, sales, customer relationship building, reputation management, social media, improving the overall customer journey and how to better connect with our internal and external customers.
Making daily connections with my internal customers that ultimately improve the external customer experience. Ensuring that I can educate along the way and make decisions that will impact the daily environment of my internal customers in a positive way that improves the bottom line all day every day!
Automated Leasing – there is a TON of controversy on this topic and I am compelled to think there is the opportunity for success for operators as well as the external customer as we start to dive into this uncharted territory for multifamily.
I lean on including my team members to provide their experiences and ongoing knowledge of trends to collaborate and ensure that we can provide the best experience for our internal and external customers as well as to leverage the latest changes or advancements.
The biggest marketing challenges properties are facing today is the overload of unqualified traffic and inaccuracies or lack thereof of online / website information. My goal is to ensure optimal digital curb appeal by providing a tailored online experience whether our guests visit our website or other internet listing sites. It’s imperative that we understand the customer journey and that it does not start or end at our property websites. Customers take a multifaceted approach to ensure the authenticity of our offerings within the community and management companies that represent/support our sites. Ensuring that we are leveraging, our online presence to the fullest capabilities is essential for the customer of today.
What’s in it for me?
My drive comes from a long dedication to providing experienced-based marketing. Many years before I arrived at a phrase that I could reference what my goal was- I very much was reaching toward just that – experienced-based marketing. A multifamily world where we aren’t just providing an apartment but rather we are providing an experience! That’s my desire and I feel confident in being able to reach that goal with the company I work for today and the partnerships I’ve made along the way! Creating a Team internally and externally that share the same values and goals to help leverage the need to bring those ideas to fruition! It’s infectious and super rewarding to set the goals, work toward them and achieve the outcomes you set forth! Come in with a positive attitude and surround yourself with others that feel the same and the possibilities are endless!
Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.