Optimized: A Marketing Performance Podcast

49 - Budget Optimization w/ Gunnar Blakeway-Walen

Join Janet Rosseth and Gunnar Blakeway-Wallen https://www.linkedin.com/in/gunnar-blakeway-walen/ [https://www.linkedin.com/in/gunnar-blakeway-walen/] as they explore budget optimization, marketing strategies, and innovative tactics in multifamily property management. Gunnar shares his unique journey from arts to marketing, insights on budget planning, vendor relationships, leveraging AI and automation for success, and building out a marketing engine when there wasn’t one previously. This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI.To learn more about PERQ: https://bit.ly/4bQrHqP Chapters 00:00 Introduction to Budget Optimization 06:13 The Art of Marketing and Learning 09:24 Smart Investments in Marketing Budgets 11:49 Evolving Budget Writing Processes 15:17 Protecting Budget Essentials 19:28 Balancing Long-term Investments and Quick Wins 22:36 Building Credibility with Ownership 25:07 Choosing the Right Vendors 26:52 Ensuring Ad Spend Efficiency 30:05 Marketing Strategies for Real Estate 30:48 The Role of Reputation in Marketing 31:40 Brand Storytelling and Its Importance 33:19 SEO and Digital Marketing Tactics 35:06 Learning from Competitors 36:52 Innovative Marketing Approaches 39:44 Adapting to Market Changes 43:26 Empowering Teams in Marketing 46:42 The Importance of Brand Voice 49:12 Advice for New Marketers 50:56 Daily Practices for Improvement This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI. To learn more about PERQ: https://bit.ly/4bQrHqP [https://bit.ly/4bQrHqP] 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ [https://www.multifamilymedianetwork.com/] to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #budgetoptimization #multifamily #multifamilymarketing

48 - Budget Optimization w/ Katie Nelson

In this episode of Optimized!, Katie Nelson https://www.linkedin.com/in/katie-nelson-69597a5/ [https://www.linkedin.com/in/katie-nelson-69597a5/] from Lustra Multifamily Consulting shares expert insights on optimizing marketing budgets, performance-driven strategies, and building a strong brand foundation in multifamily property management. Main Topics: - Building intentional, flexible marketing budgets with contingency planning - The importance of analyzing fees and transparency to increase trust and lead quality - Leveraging the marketing funnel, brand foundation, and reputation for sustained success - How to protect performance levers like leasing velocity, lead quality, and rent integrity during budget tightening - Practical tips for social listening and reputation management in a competitive market Chapters 00:00 Introduction to Optimizing Marketing Budgets 04:03 Building Budgets with Intentional Flexibility 06:44 The Importance of Fee Transparency 09:53 Understanding the Marketing Funnel 15:52 Branding as a Foundation for Trust 21:02 Making Marketing Dollars Work Harder 28:12 The Importance of Brand Consistency 29:07 Understanding Renter Psychology 31:11 Adapting Marketing Strategies 33:51 Protecting Rent Integrity 38:36 Evolving Marketing Tactics 41:38 Reputation as a Strategic Asset 48:05 Optimizing Marketing for Better Performance This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI. To learn more about PERQ: https://bit.ly/4bQrHqP [https://bit.ly/4bQrHqP] 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ [https://www.multifamilymedianetwork.com/] to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #Optimized #Multifamily #MMN #BudgetStrategy #MultifamilyBudget #MultifamilyInvesting #MarketingEfficiency #ROIOptimization

48 - From Lease-ups to Long-term Savings: The Power of Data-Driven Screening

In this episode, Janet Rosseth interviews Jess Tierney https://www.linkedin.com/in/jltierney/ [https://www.linkedin.com/in/jltierney/] from Verifast https://www.linkedin.com/company/getverifast/ [https://www.linkedin.com/company/getverifast/] to explore innovative solutions in fraud detection within the multifamily industry. Jess shares her journey from property management to proptech innovation and Verifast’s unique approach to transparent and configurable screening that reduces fraud and provides valuable data insights for operators. The conversation dives into how data influences marketing strategy and applicant quality, the significance of bank data linking for fraud detection, best practices for pilots, and future industry trends and advice for operators on screening policies. Chapters 00:00 Introduction to VeriFast and Fraud Challenges 02:43 Jess Tierney's Journey in Property Management 06:33 VeriFast's Unique Approach to Screening 10:40 Data-Driven Insights for Property Managers 14:26 Understanding Fraud and Its Impact 18:41 The Cost of Fraud in the Industry 20:48 Optimizing Marketing with VeriFast 22:29 Understanding Fraud Detection Tools 25:03 Analyzing Applicant Behavior 26:41 Navigating Difficult Conversations 28:35 Reporting Fraud and Blacklisting 29:53 Future of Fraud Protection 31:44 Data-Driven Decision Making 34:02 Pilot Testing Screening Tools 36:52 Return on Investment in Fraud Prevention 38:33 Optimizing Daily Performance 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ [https://www.multifamilymedianetwork.com/] to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #Optimized #Multifamily #MMN #MultifamilyFraud #fraudprotection #PropTech

47 - Resident Experience - Letting Data be Your Guide

In this episode, Anne Baum https://www.linkedin.com/in/annebaum1/ [https://www.linkedin.com/in/annebaum1/] from Town Properties shares how data-driven strategies and KPIs can transform the resident experience in multifamily. Discover practical insights on measuring brand, improving resident satisfaction, and leveraging AI tools for better decision-making. Chapters 00:00 Introduction to the Resident Experience 04:56 Data-Driven Insights on Resident Experience 09:50 Measuring the Resident Journey 17:05 Focus Groups and Resident Feedback 24:40 Ownership of the Resident Experience 27:47 Enhancing Resident Engagement 29:44 Measuring Success: Satisfaction and Community 31:05 Linking Improvements to Financial Metrics 33:18 Sustaining Progress: Year Two Plans 35:45 Building Trust Through Communication 39:54 Data-Driven Insights for Resident Experience 44:27 Aligning Brand and Resident Experience This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI. To learn more about PERQ: https://bit.ly/4bQrHqP [https://bit.ly/4bQrHqP] 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://www.multifamilymedianetwork.com/ [https://www.multifamilymedianetwork.com/] to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #Optimized #Multifamily #MMN #residentexperience #CX

46 - Resident Experience: Everyone in the Organization Owns It! With GoldOller

In this episode, Lisa Moore https://www.linkedin.com/in/lisa-moore-4a076827 [https://www.linkedin.com/in/lisa-moore-4a076827] from GoldOller https://www.linkedin.com/company/goldoller-real-estate-investments/ [https://www.linkedin.com/company/goldoller-real-estate-investments/] shares insights on creating a long-term, engaging resident and employee experience, leveraging technology, and fostering a supportive company culture. Discover how GoldOller's innovative approach enhances retention, brand loyalty, and operational success. Chapters 02:21 Lisa Moore's Background and Role at GoldOller 04:22 GoldOller's Presence at NAA Conference 07:36 Defining the Resident Experience and Ownership 09:04 The Role of Technology in Resident and Employee Experience 12:17 Measuring Success and Retention Impact 21:41 Long-term Employee and Resident Growth Strategies 27:22 Handoff and Resident Engagement Through Tech 36:31 Continuous Improvement and Tech Optimization 38:36 Daily Practices for Energy and Success This Episode is brought to you by PERQ. PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, Drives 2–3X more qualified leads using proprietary AI. PERQ Optimizes existing marketing spend by feeding real-time visitor data back into paid search campaigns and Integrates with your current website, CRM, and chat tools as well as reduces manual effort and advertising costs while delivering clearer ROI. To learn more about PERQ: https://bit.ly/4bQrHqP [https://bit.ly/4bQrHqP] 🔔 Click subscribe to @MultifamilyMediaNetwork on YouTube and stay up to date on our growing lineup of multifamily industry leaders and must-hear conversations! 📰 Sign up at https://multifamilymedianetwork.com/ [https://multifamilymedianetwork.com/] to receive our newsletter and explore our library of podcasts and blogs from today’s multifamily experts! #Optimized #Multifamily #MMN #PropertyManagement #MultifamilyInnovation #CX #residentexperience