Pub. 4 2019 Issue 5

12 www.ctaahq.org By Marlena DeFalco, LinnellTaylor Marketing Say No to Passive-Data Aggression, IT'S TIME TO BE DATA AGGRESSIVE T he rental housing industry has long discussed the notion of analy- sis paralysis. Apartment operators are inundated with data on pricing and revenue, on lead conversion and even maintenance performance. It’s simply too much. Well, not for the marketing mavens at NAA’s Apartmentalize session, “Mining Data and Analytics fromOnline Prospects to Grow Your Business.” They challenge analysis paralysis by digging into the data. “You can no longer passively wait for data,” said Kelley Shannon, Vice Pres- ident of Consumer Marketing for The Bozzuto Group. “We actively get data for ourselves, like PPC, Google, SEO, and using those insights in real time to optimize performance. We know more and guess less. I am in a better position to make a recommendation and back it up with data.” New Tools of the Trade “As we needed to collect more data there have been a lot of changes in technology and software during the past five years,” said Heidi Jehlicka, Senior Vice President of Marketing and Employee Development for The Bainbridge Companies. “Five years ago, most multifamily housing marketers weren’t able to gather much more data than a prospect’s contact information and maybe a timeframe for when they were looking to rent. “New software options and more business intelligence (BI) allow us to deliver a tremendous amount of value to clients and our company,” Jehlicka said. “Combining BI and revenue management tools for rent growth delivers a greater understanding into exactly when someone wants to move, allowing us to control avail- ability in a much broader way. The data helps us bring more value and drive asset value.”