The 360 Blog

How To Market Your “STAR” Employees

I was recently working on a marketing audit for a well known management company when my business partner walked in and said, “Did you see all the property reviews that mentioned the leasing agent Nancy?”

I looked up the property on apartmentratings.com and there she was, Nancy. Mentioned in at least 5 reviews. All stating how awesome she was.

Michael my business partner says, “We should create ads around Nancy.” What a brilliant idea.

Think about it… How often do you see ads for communities where they’re showing off their star employees?

NEVER!!!!

I wrote about it in my best selling book, The Definitive Guide To Apartment Marketing – where you set up a page on your website that highlights your staff.

That way prospective residents get associated with your team before even stepping foot on the property. That’s a powerful marketing strategy in itself.

But what if you took it a step further and singled out the true stars. The ones that are getting the rave reviews by your residents.

Maybe you feature a new star employee every quarter in your marketing. Here’s some marketing ideas:

  • Create a Q & A with the star employee that’s fun. In other words, ask questions not normally asked. Need question ideas? Here’s a good site for that.
  • Additionally, ask them questions that tie back to living at the community.
  • Take a good photograph of them.
  • Break down the questions and answers into individual ads, include the employee photo. These could be display and retargetings ads that are run through Google Adwords. These could be Facebook image posts. These could be postcards. The possibilities are endless.

Why I like this strategy?

While everyone is showcasing pictures of their community, touting their amenities and saying we’re the best place to call home, you’re actually personalizing your marketing showing a human side. It reminds me of that old saying – People buy from those they know, like, and trust.

This strategy does require some real thought and creativity, but you have to admit it’s unique and different.

 

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Written by Josh Grillo

Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.

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