Heidi Jehlicka reveals how revenue management empowers marketers to turn traffic into signed leases—all while protecting long-term brand value.
Great revenue management starts long before a property sets a price. It starts with the marketing that brings the right renters in the door.
Multifamily marketing has changed a lot. It used to mean print ads and leasing training. Now it’s a data-driven, strategic job, and the most effective marketers are the ones who understand operations, pricing and the numbers behind every signed lease.
This episode of Multi-Housing News’ Top Marketers podcast looks at where marketing and revenue management meet, and why bringing the two together can turn traffic into real results.
Joining us is Heidi Jehlicka, vice president of marketing for The Bainbridge Companies. She leads all corporate and community-level marketing, branding and public relations, supporting acquisitions, new developments, lease-ups and the company’s growing national footprint. With over 25 years of experience in multifamily and real estate, she began her career in hospitality—a background that heavily shapes her customer-centric approach to sales, service and the overall resident experience.
Jehlicka is also a Certified Revenue Manager, which is unusual for a marketing leader. She calls herself an “operations marketer.” She explains how a revenue management lens changed the way she builds budgets, manages lease expirations and judges whether marketing is working. Her focus is on the moment a prospect says yes to the price and the apartment, not just on foot traffic.
The conversation covers how to handle the pressure of a lease-up, why a strong brand can protect pricing power, and why luxury brands never go on sale. Jehlicka also explains how to spot false signs of success in digital reporting, from spam calls to vanity metrics.
Key topics include closing the gap between marketing and revenue management, treating the CRM as the source of truth, performance-driven partnerships with digital vendors, adapting strategy in soft markets, using concessions strategically, repositioning and rebranding acquisitions, and why marketers should step outside their comfort zones and learn every side of the business.
- From Hospitality to Multifamily: An Unplanned Career (1:02)
- The Revenue Manager in the Marketing Seat (5:00)
- Lease-Ups and the Brand-Revenue Connection (10:55)
- Beyond Vanity Metrics: Data That Drives Revenue (14:56)
- Soft Markets, Concessions and Acquisitions (18:43)
- The Orchestra: Art Meets Science (24:00)
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