Multifamily Marketing in a Pandemic
Those who quickly adapt tend to thrive. This skill has become essential to many businesses since the pandemic began spreading in March. A positive consequence of the pandemic is prospects are following suit with widespread use of digital tools, online commerce, and virtual engagement.
I recently played host to another lunch and learn which explored the challenges multifamily properties faced while trying to market to shifting consumer behavior during the pandemic. Guests Liv Gabrielsen, Director of Marketing for Bainbridge, and Scott Papenfus, Director of Strategic Partnerships for LCP360, chatted about the creative ways they’ve adapted efforts and the true impact the pandemic has had on multifamily marketing efforts.
Shifting Marketing Efforts
When asked about general big shifts as a result of the pandemic, Liv mentioned what most businesses have experienced, consumers embracing the digital experience.
“For multifamily, what it did is forced our industry to embrace all things digital as we saw stay-at-home orders. The COVID pandemic made us shift what we’re doing to ensure we can meet consumer demands in a 100% digital environment.”
She added that the industry knew they would need to support consumers’ digital needs eventually. The pandemic accelerated that process.
“We’ve known this for years; it’s been moving in this direction,” Liv says. “For me, it was still a little bit of a shock of sorts — how fast we had to lean into some of the things or behaviors we were already thinking about, then suddenly over the course of a couple o……
I recently played host to another lunch and learn which explored the challenges multifamily properties faced while trying to market to shifting consumer behavior during the pandemic. Guests Liv Gabrielsen, Director of Marketing for Bainbridge, and Scott Papenfus, Director of Strategic Partnerships for LCP360, chatted about the creative ways they’ve adapted efforts and the true impact the pandemic has had on multifamily marketing efforts.
Shifting Marketing Efforts
When asked about general big shifts as a result of the pandemic, Liv mentioned what most businesses have experienced, consumers embracing the digital experience.
“For multifamily, what it did is forced our industry to embrace all things digital as we saw stay-at-home orders. The COVID pandemic made us shift what we’re doing to ensure we can meet consumer demands in a 100% digital environment.”
She added that the industry knew they would need to support consumers’ digital needs eventually. The pandemic accelerated that process.
“We’ve known this for years; it’s been moving in this direction,” Liv says. “For me, it was still a little bit of a shock of sorts — how fast we had to lean into some of the things or behaviors we were already thinking about, then suddenly over the course of a couple o……