The Value of Data and Renter Personas in Multifamily Marketing

“I like to remind folks that brand building takes time.
It's not easy, it takes a sustained effort over a prolonged
period of time to create that repetition.” — Chris
Willoughby


Data is the lifeblood of marketing and can help power your
marketing programs, or so our guest today believes! Chris
Willoughby, Vice President of Marketing for InterRent Real Estate
Investment Trust, headquartered in Ottawa, Canada. Chris
specializes in residential real estate, and owns, and operates
nearly 13,000 suites across Ontario, Quebec, and British
Columbia. As listeners tune in they’ll hear from Chris about how
he has been educating property managers about the importance of
marketing, how to decide what marketing channels to use, and why
in addition to focusing on quantity, you need to also hone in on
quality. He reiterates why it’s crucial to collect data to
measure things and know where you are spending your dollars.
Don’t miss out on all this and more!


Key points from this episode:


What led Chris to the rental housing industry and what
differentiates his skillset from others.

How Chris has been educating property managers about the
importance of marketing.

Chris’s thoughts on the challenges presented in marketing
attribution.

How to decide what marketing channels to use.

The importance of focusing on quality in addition to
quantity.

How Chris views using social media as a marketing channel.

How the rental demand being down affects his marketing
strategies.

Why it’s important to be able to measure things and know how
you are spending your dollars.

The importance of building a strong brand that resonates with
potential renters.

Why you should be building out the marketing strategy well
before the ground is broken.

How COVID affected their thinking towards an online/ digital
footprint.

Chris speaks to the future of marketing in the multifamily
industry.

He shares present and future endeavours he is excited to
share about InterRent REIT.



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