Evergreen's Mary Herrold and MHN's Jordana Rothberg talk about what marketing looks like for market-rate versus affordable units and how to align with multiple audiences.
Multifamily marketing is a niche of its own. But when you break it down, the processes between unique property types within multifamily can also look vastly different. Mary Herrold, vice president of marketing with the Evergreen Real Estate Group, knows exactly how to keep her marketing strategies tailored and specific.
In this month’s episode of Multi-Housing News’s Top Marketers podcast, Herrold joins MHN Senior Associate Editor Jordana Rothberg to talk about the different resources, audiences and modes of communication she deploys when marketing for affordable versus market rate communities.
In her role, Herrold leads Evergreen’s marketing efforts including property management, acquisitions, construction and development. Her key responsibilities include brand development and promotion, culture and organizational success and Evergreen’s portfolio of more than 13,500 units.
In her career, Herrold has gained more than 20 years of experience working across various property and marketing technologies as well as asset classes and national markets. Listen in as the conversation covers:
- Herrold’s path to Evergreen and the people that led her there (1:30)
- How marketing for affordable versus market rate multifamily developments looks different (4:00)
- Managing specific budgets between different multifamily property types (5:50)
- Market rate and affordable audiences, how to cater to each and a meaningful example of something that worked (7:00)
- Differing modes of communication (10:15)
- Herrold’s top marketing resources (13:00)
- The importance of referrals and tracking the data behind them (13:50)
- Reputation’s role in marketing (15:30)
- A serious challenge Herrold has set out to solve to make affordable leasing easier (18:35)
- The upcoming projects that Herrold is looking forward to (21:10)
