All posts by Multifamily Leadership

01/272017

Catherine Swaback Multifamily Leadership Summit Speaker | PANEL DISCUSSION

Multifamily Leadership Summit by Multifamily Leadership

Catherine Swaback, Director of Marketing Strategy at Alliance Residential Company, shares her expertise and insights regarding what it takes to build a great culture of success for Multifamily Operators. She explains how Alliance Residential is attracting and retaining the next generation workforce.

MULTIFAMILY LEADERSHIP SUMMIT 2016 | BUILDING A WINNING CULTURE & BRAND PANEL DISCUSSION | CATHERINE SWABACK

QUESTION 1: How are you promoting your brand internally to your current associates and externally to hiring candidates?

Culture
1. Hire people that value integrity, passion for leadership, innovation, and creativity
2. Invest in associates – Alliance University facilitates success, long-term career path
3. Leadership opportunities, career advancement opportunities, continued education
Associate Significance
1. Early adoption is organic
2. Associates are brand ambassadors
3. Talent team focused on campaigns that focus on current associates
4. Why Alliance? Why Multifamily? Associates tell their stories.

QUESTION 2: What is Alliance’s corporate social media strategy and how does reputation management actually play into that?

One strategy with multiple components across the board
1. Corporate strategy is same as specific property social media strategy
Social Listening is key
1. Push-pull model
2. Learn from what is being said about brand
3. What kind of content is being posted and shared?
Marketing
1. Work with on-site teams to make sure they understand the importance of Alliance’s digital footprint
2. Protect brand
3. Brand sentiment – what are the reviews saying, are they positive or negative?
  1. Responding proactively to reviews, both positive and negative
4. Retaining residents based on associates

QUESTION 3: How do you train your associates to be responsible with social media and digital footprint?

Reputation Management
1. Associates manage their own profiles
2. Tools, strategy, and structure given
3. Set of best practices, on-site training, social media manager to oversee

QUESTION 4: What strategies is Alliance Residential using to leverage the video aspect of everything?

Content
1. Content is key within the video space
2. Relatable, relevant to target audience and consumer
  1. Identify target audience
  2. Understand nuances between regions
  3. Look at much more than demographic data
Storytellers
1. Tug at the heartstrings in order to fulfill consumer desires
2. The home is an intimate, personal part of someone’s life
Channels
1. Must be relevant
2. Content that is adjustable – length, location, and make sure it is shareable
3. Leverage your brand ambassadors to help tell the story

QUESTION 5: How do your talent and marketing teams work together to support initiatives and what are your pain points?

Collaborative Approach
1. Support for on-site and operations teams
2. Allow operators to focus on what they do best – leasing
3. Leverage each other’s strengths, mutual respect for individual abilities
4. Strength within the group
Recruitment Efforts
1. Talent team comes up with ideas
2. Collaborate with Marketing team
3. Identify correct channels to reach the best potential employees
4. Understand the budget – be effective
5. Ensure messaging is resonating with the right people

QUESTION 6: What social listening tools are you using to gain that insight?

Social Media Manager in-house

Site teams encouraged to use Yelp, Facebook, and other pages to see what people are saying
Engage in what is being said
Grow and understand how to make better decisions

CONNECT

Alliance Residential
Catherine Swaback (Twitter) @CSwaback13

10/132016

Multifamily Leadership Series Interview with Catherine Swaback, Employer Branding from the Inside Out

Multifamily Leadership Series by Multifamily Leadership

In this interview, Patrick Antrim, Founder of Multifamily Leadership, spoke with Catherine Swaback, Director of Marketing Strategy at Alliance Residential Company, one of the largest private U.S. multifamily companies with offices throughout the West, Southwest, South-Central, Southeast, Mid-Atlantic and Northeast.

Patrick: As one of the nation’s largest developers and apartment operators, how important is the acquisition of new talent to the lease-up and operations of your multifamily portfolios?

Catherine: Recruiting top talent and retaining our best associates is not only important, our foundation is centered on this. As extensions of our brand and our front lines, we continually invest in our on-site talent and put a heavy focus on associate significance and performance. It’s because of our people that we continue to be best-in-class, lead the industry through innovation and deliver unparalleled customer service at every touch point.

Patrick: What strategies do you employ to keep your teams focused on the vision of the company in an ever-growing and evolving industry?

Catherine: As the No. 1 national multifamily developer for three years running, it is imperative that we concentrate on maintaining a strong corporate structure in conjunction with our on-site teams to best support our communities and our associates. Marketing is a large part of this. Garnering the best marketing talent in the industry is a vital component of our philosophy – a successful lease-up strategy and scalable model are key to our continued success with an ever-growing construction pipeline. Our marketing team encompasses multifamily marketing experts and strong ad agency talent that marry essential industry insight with a fresh approach to advertising and strategy. New ideas and data-driven tactics allow us to stay ahead of the competition and in front of our renters. As we continue to grow, our work is constantly evolving and we are empowering our team to think progressively.

Patrick: That’s really interesting and your strategy seems to be working. With more than 2,400 associates nationwide, have employer branding strategies played a part in your business success?

Catherine: Alliance has an expansive history and we stay true to this with our marketing. Our logo is the same logo the company started with, but we continue to evolve within our corporate and property brands, marketing campaigns and talent. We are a culture-focused company that values an entrepreneurial spirit and our associates truly take ownership in their work which, collectively, significantly impacts our success.

Patrick: With the long history and the consistency of the company culture, do you include every employee in the brand development process?

Catherine: This is more important than ever within our marketing efforts – our on-site teams are brought into the property brand development process and are a critical extension of our marketing team. We empower our teams to think strategically and execute marketing efforts that speak to the established brand and strategy to ensure consistency is maintained from the website to the leasing office – and from prospect to resident. If you’ve done any social listening on our property pages, you know that we retain our residents because of our associates and the personalized service they deliver. You are much more likely to see a Business Manager’s name in a raving review than a new, must-have amenity.

Patrick: That really speaks to the effort you have put forth maintaining consistency with every aspect of the company, which is quite impressive with the size of Alliance Residential. With the demand for talent heating up in the multifamily industry, how has the marketing team worked together with the recruiting team to attract top talent?
Catherine: As a company we know that our people are our biggest differentiators, so our marketing efforts for new talent mirror just that. Our talent team develops innovative campaigns that promote ‘real-life’ success stories within our industry that are relatable and appealing to more than just industry talent. We let our associates tell their stories and why they chose to break into Multifamily and work for Alliance – even highlighting their inspiring workspaces that make our company so unique. Our marketing team is then strategic in reaching our target talent through messaging and innovative advertising channels.

Patrick: I often say that if you want to know if a certain organization is a great place to work, you need to ask the employees who currently work there. I’m a big believer in the power of personality and culture fit, what steps are you taking to tell stories about your brand and company culture?

Catherine: Our culture is evident in everything that we do. Social media and video content are the fundamental drivers of our on-site engagement efforts. As a result, we’ve been extremely successful at creating a socially engaged company and vast following. Culture-centric hashtags are common, such as #IHeartAlliance, and genuinely demonstrate the passion our associates have for their work.

Patrick: Your social media pages, Instagram for example, have a great variety of posts highlighting everything from specific property amenities and motivational quotes to videos of your teams doing the Running Man Challenge. The amount of work you have put into these social media pages is impressive.

Catherine: Yes, and our work shows – Alliance experienced a 302% increase in Facebook likes year-over-year and a 935% gain in Instagram followers. A recent awareness campaign achieved more than 18,000 Facebook views and earned three video awards at the 2016 Apartment Internet Marketing Conference.

Patrick: How wonderful! Those are some great accomplishments and I’m sure they play a big part in the attraction and retention of top talent.

Catherine: This culture is adopted early on by associates that become brand ambassadors and help us tell our story. They play a large part in recruiting and retaining top talent because it’s organic; it isn’t something that is taught or forced. We tell one, cohesive story – we create opportunities, empower leaders, invest in associates and own multifamily.

Patrick: Catherine, it is clear that Alliance Residential has discovered some key strategies regarding marketing, brand management, and how to attract and retain industry leaders. Thank you so much for taking the time to speak with me and we can’t wait to see what Alliance comes up with next.

Catherine: It was my pleasure and I appreciate the opportunity to discuss what makes Alliance great. To learn more about us, visit http://www.allresco.com/ and http://liveatalliance.com.

10/062016

Pinnacle on the Rise as a Leading Multifamily Manager in Houston

News by Multifamily Leadership

Jenifer Paneral Leads the Charge as Regional Vice President

HOUSTON, TX–(Marketwired – October 06, 2016) – Pinnacle, one of the nation’s leading multifamily management firms, rises as a leading player in the Houston market following a 214 percent increase in portfolio size over the last two years. Now the third largest residential property manager in the metropolitan area, the company is charged with enhancing the operational efficiencies of 37 communities totaling 10,836 apartment homes for four major institutional clients.

Jenifer Paneral joins Pinnacle as a regional vice president to oversee the portfolio and guide the efforts of more than 160 team members. She reports to Woody Stone, executive vice president of the Eastern Division, from a new regional office located at 3411 Richmond Avenue, Suite 460 in Houston.

“Pinnacle has been awarded a steady increase in Houston management assignments since the company’s recapitalization in 2014. Since then, our portfolio has more than doubled in size each year,” explains Stone. “Jenifer comes on board to complement the efforts of our existing team and build on the culture and processes in place. We are more than confident our clients will be pleased with their selection of our company to manage these properties.”

Reporting to Paneral will be Vice President Terry Henry, who has drawn on 30 years of experience to drive the company’s ongoing success in the Houston area, as well as three veteran and four new regional property managers. New to the team are:

Shelley Johnson, regional property manager, brings 28 years of experience to oversee a portfolio of 5 communities totaling 1,410 units.
Dana Dovell, regional property manager, brings 26 years of experience to oversee a portfolio of 3 communities totaling 976 units.
Lanie Harryman, regional property manager, brings 30 years of experience to oversee a portfolio of 5 communities totaling 1,376 units.
Crystal Jackson, regional property manager, brings 13 years of experience to oversee a portfolio of 6 communities totaling 1,642 units.

Paneral comes to Pinnacle from Crossbeam/Concierge Management Services where she served as the chief operating officer and senior vice president for more than eight years. Prior, she was in leadership positions at both Alliance Resident Management and SCG Realty Services. Paneral brings with her a passion for the industry and for the difference she can make as a team builder and well-connected leader. A 25-year veteran, she is well-versed in managing growing companies, property repositioning, renovations, efficiency programs, new construction and lease-ups.

Currently, Paneral serves as a board member and past president of the Houston Apartment Association and a board member for the National Apartment Association and Texas Apartment Association, where she is active with media relations and budgeting committees. Paneral is a Certified Property Manager from the Institute of Real Estate Management, a licensed Texas real estate broker, and a graduate of Minnesota State University.

About Pinnacle Property Management Services, LLC

Pinnacle Property Management Services, LLC, (“Pinnacle”) is a privately held national real estate provider specializing in third party management of multifamily residential communities. As one of the nation’s preferred third-party managers, Pinnacle’s portfolio includes over 165,000 residential units and 2.5 million square feet of commercial assets. With the Corporate headquarters located in Dallas, Texas, Pinnacle has more than 4,000 employees located in 32 states. For more information, visit www.pinnacleliving.com.

10/062016

Lennar Multifamily Venture Reflects Strength in Leadership

News by Multifamily Leadership

Understanding the long-term strategy of an organization can play a key role in employee engagement and satisfaction. In fact, in order to thrive as an employee, the employee must have confidence in the leadership of the firm for whom they work. This understanding and confidence leads to higher engagement and loyalty from workers across the board. Lennar is now fully-funded to develop and own multifamily communities across the nation, “Lennar Multifamily Venture” (LMV), which is a long-term venture that is coming to fruition.

Securing capital from investors for this venture solidifies the confidence placed with Lennar and their ability to develop these multifamily communities in 25 markets throughout the United States. Rick Beckwitt, President of Lennar Corporation, said, “The success of the LMV capital raise demonstrates the confidence venture investors have placed in LMC and our new build to core strategy that will allow us to maintain an ownership interest in a portfolio of income producing communities going forward. We continue to see growing demand in housing, both in our core homebuilding business as well as our multifamily platform. This venture is a key building block for one of our growing ancillary businesses.”

Information about Lennar

Lennar Corporation, founded in 1954, is one of the nation’s largest builders of quality homes for all generations. The Company builds affordable, move-up and retirement homes primarily under the Lennar brand name. Lennar’s Financial Services segment provides mortgage financing, title insurance and closing services for both buyers of the Company’s homes and others. Lennar’s Rialto segment is a vertically integrated asset management platform focused on investing throughout the commercial real estate capital structure. Lennar’s Multifamily segment is a nationwide developer of high-quality multifamily rental properties. Previous press releases and further information about the Company may be obtained at the “Investor Relations” section of the Company’s website, www.lennar.com.

10/032016

Community Service Key Driver of Multifamily Employee Engagement

News by Multifamily Leadership

Employee engagement is a hot topic in the Multifamily Industry today as top management companies are looking for ways to increase productivity and decrease employee turnover. One key driver of employee engagement that is often overlooked is community service. Pinnacle, one of the nation’s leading management firms, has announced that they are devoting the entire first week of October to helping improve the local communities their properties serve.

Together with the United Way, Pinnacle employees will be assisting local food banks, working on restoring local schools and parks, and providing support to local social service agencies. “Pinnacle is built on a caring culture and we are providing our employees with an opportunity to assist a non-profit of their choosing during the work week,” explains Chief Operating Officer Larry Goodman. “Everyone has busy lives and it is sometimes difficult to find the time to serve a particular community need. This gives every team member the chance to participate.”

Providing opportunities to your employees to participate in community service projects is not only beneficial for the local communities you serve, but also for your employees to gain a sense of pride and loyalty to the firm, thus improving your employer brand. Employees who are proud to work for a particular organization will be vocal to their personal and professional networks through the various forms of social media, which will in turn attract higher quality candidates to the firm.

Additionally, many times people are hungry to get involved with their communities, but face obstacles such as lack of time, resources, and/or knowledge of how to get find a reputable project. By providing a solution to those perceived obstacles, employers can foster a sense of community within their own organization by having employees work together on these crucial service projects and give them a sense of fulfillment both personally and professionally.

09/292016

10 Reasons to Attend the Multifamily Leadership Summit

Multifamily Leadership Summit by Multifamily Leadership

In December, many of the nation’s top Multifamily Executives will be gathered together in Scottsdale, Arizona for the highly anticipated Multifamily Leadership Summit. Although we could easily list 100 reasons to attend, we’ll stick with the Top 10 here.

Cacti, Cocktails, Coyotes, Oh My! – There is no better place to be in December than Scottsdale, Arizona. The weather will be perfect, the sun will be shining, food will be plentiful, and the atmosphere at the Scottsdale Resort can’t be beat. We sincerely cannot wait to meet you and show you everything that Scottsdale has to offer, including hiking trails, golf courses, heated swimming pools, and over 600 incredible restaurants to serve every tastebud. Oh, and don’t worry, we’ll keep the coyotes at bay.

From Properties to Parties – Take a tour of some of the most beautiful Multifamily Properties in the Scottsdale area so you can experience how we do it here in the Valley of the Sun. But it doesn’t stop there. Not only are we going to be touring some of the most beautiful multifamily properties in the area, but you and your crew can explore the Downtown Scottsdale and the Entertainment District. So cut loose and have fun with a great group of people!

Say Cheese! – We will have professional photography and video on-site to capture every amazing moment of this summit. Get magazine quality photos of you with your team to use for marketing purposes all throughout 2017.

Who’s Who in Multifamily – The Multifamily Leadership Summit is redefining how conferences are bringing people together. The upscale resort atmosphere and the culture of our conference will provide you access to every level of executive from management companies all across the nation. Due to the confidential nature of the Best Places to Work program, we cannot list all of you who are already registered, but let’s just say that it is a great looking group! Please join with other top ranking executives to meet, greet, and learn from each other.

Transformational Leadership – Are you an engaged employee? Do you oversee engaged employees? It turns out that only 30% of employees are actively engaged at work and of the remainder, 17% could be actively disengaged. Join us to discover more about the Multifamily Benchmark Data and what factors drive the level of engagement for employees.

It Starts With You – The Multifamily Leadership Summit is focused on YOU. This isn’t a conference where you’ll be pitched to buy different programs or software that you then have to turn around and pitch to your boss. No way. The content at this event will contain strategies that you can implement for yourself right away.

Collective Expertise – Watch, listen, and participate in what is sure to be one of the most powerful Mastermind sessions that the Multifamily Industry has ever experienced. The amount of expertise, experience, and wisdom that will be in this one room will blow your mind and inspire you with innovative ideas to implement in your daily life.

We’re All Ears – Have you seen the incredible lineup of high-ranking Multifamily Professionals confirmed to speak at the summit? We’ve been listening to you and tracking industry needs so that we can address important topics during our sessions. Each individual speaker is an expert on his or her topic and is diligently preparing to make this event the most engaging, informative, and inspiring conference of the year.

Holy Data, Batman! – We’ll be reviewing in-depth benchmark data from the participating companies to delve into what drives successful employee engagement, thus increasing productivity and profit.

Keep Calm and Celebrate On – Join with us to celebrate the 14 Finalists in the Best Places to Work in Multifamily program, congratulate them on this amazing achievement and learn how they rank! Registration to the Multifamily Leadership Summit includes an All Access Pass.

09/192016

The Apartment Industry Set to Recognize and Rank the Best Places to Work at the Multifamily Leadership Summit

Multifamily Leadership Summit, News 3 by Multifamily Leadership

Scottsdale, Arizona, September 20, 2016 (Newswire.com) – The Multifamily Leadership Summit has announced the alpha list for the 2017 “Best Places to Work Multifamily” Program. List makers will find out how they rank at the upcoming leadership summit being held December 6-8, 2016 in Scottsdale, Arizona. The Multifamily Industry, serving apartments and their residents, contributes more than $3.5 billion to the economy everyday, supporting more than 12.3 million jobs. Not only do apartment homes drive jobs that strengthen local communities, individuals and families realize the value of renting as a smart choice in today’s economy.

As CEOs and executive teams create culture and innovation around the resident experience, employee engagement is seen as a key driver to meet multiple challenges. The 2017 Best Places to Work Multifamily program recognizes those companies that have established and consistently fostered outstanding workplace environments.

The rigorous assessment process, administered by the Best Companies Group, evaluates each company’s employee policies and procedures as well as responses from the company’s employees. The program is part of a long-term initiative to encourage growth and excellence throughout the Multifamily Apartment Industry and to attract new leaders to the industry.

If you want to know if it’s a great place to work, you ask the people who work there. Patrick Antrim, Founder and CEO of Multifamily Leadership says, “Employee engagement is actually a much more powerful indicator of organizational success than the size of the company, as employee engagement is tied to behavior and higher performance.”

The program also helps companies that want to improve their business. The “Employee Feedback Report” is presented to each participating company, even if it did not make the list. The report summarizes employee engagement and satisfaction data, the “Multifamily Leadership Benchmark Report,” and the transcript of employee written comments. The report is used by many organizations to make significant improvements in their workplace culture.

Antrim further states, “companies have been measuring resident satisfaction for years and the leading indicator for organizational success is the link between employee engagement and the resident experience. Employees are presented with hundreds of opportunities each day to be their best, but it’s the behavior that drives a successful organization, not satisfaction or size. You can be a large company with satisfied employees and not engaged or aligned with the company mission or values – this creates complacency and an unfavorable resident or customer experience.”

Each winning company will find out how it ranked at the Multifamily Leadership Summit December 6 – 8, 2016 at The Scottsdale Resort at McCormick Ranch in Scottsdale, Arizona.

Leaders looking to drive their teams forward are encouraged to register to attend regardless if they are participating in the Best Places to Work Program. At the summit, benchmark data compiling research specific to the Multifamily Industry from organizations reaching across 42 states and D.C will be revealed. Multifamily leaders looking to fast-track their success will leverage what best in class organizations are doing to create great resident experiences and strong financial results through the engagement of their employees.

The business environment of the 21st century is characterized not just by competition and ever-increasing technologies, but also by a heightened appreciation for the quality of the workplace. In a world of continuously shrinking margins and challenges attracting next generation workforce, a progressive leadership strategy is critical to creating and sustaining a competitive advantage. One measure of such strategies is the quality of the workplace experience. Indeed, the enhanced awareness of the importance of creating great workplaces is evidenced by the growing body of literature regarding workplace excellence.

Numerous studies show a strong correlation between profitability and creating a great place to work. In addition to the positive effect the award has on their employee relations and recruitment, the driving force for companies to participate is the remarkable effect that workplace improvements can have on their bottom line.

And the 2017 Best Places to Work Multifamily, arranged alphabetically, are:

Apartment Dynamics
Benson Integrated Marketing Solutions
Carter-Haston
Drucker & Falk, LLC
Fogelman Management Group
Gables Residential
IMT Residential
JVM Realty
Lincoln Property Company
LMC a Lennar Company
Matrix Residential and Pollack Shores Real Estate Group
MC Residential Communities
Q10 Property Advisors
ZRS Management, LLC

For more information about the “Best Places to Work in Multifamily” program and the Multifamily Leadership Summit, go to www.MultifamilyLeadership.com. #MFLSummit

Media Contact:
Patrick Antrim (800) 803-8094
[email protected]

summit-details-register-arrive-stay-play-1

09/142016

Multifamily Leadership – Register, Arrive, Stay & Play

Multifamily Leadership Summit by Multifamily Leadership

Have you registered for the Multifamily Leadership Summit yet? If not, get your tickets fast before the rooms sell out! Time is drawing nearer for the Multifamily Leadership Summit….and hotel rooms are going fast.

Take a peek at our final list of speakers who will bring you high impact results. If you are part of a team, want to drive better results with your teams, learn how to build great teams, dissolve toxic teams and recognize that true success comes from your company’s ability to attract the best, this is for You!

For those of you who are already registered, and those who plan to attend, here is some important information regarding travel, accommodations, and just plain fun for your visit to beautiful Scottsdale, Arizona!

Arrive

For our out-of-town guests that will be flying into Phoenix Sky Harbor International Airport, we want you to know that the Scottsdale Resort at McCormick Ranch just a quick Uber ride away and in the heart of everything Scottsdale has to offer.

For those of you arriving by vehicle, this page will give you specific driving directions from everywhere in the valley. While in the heart of the city, you will notice that the Scottsdale Resort is an oasis with the most beautiful, peaceful atmosphere anyone could desire.

Stay

The Scottsdale Resort at McCormick Ranch is offering a discounted resort rate for Summit attendees so it is important that you take advantage of this offer while rooms are still available. Your summit registration includes all meals on December 7 and 8, which will be catered by the amazing resort chef. After completing the registration process, you will receive a confirmation email with a link to the reservation page at the resort.

Combining modern accommodations with amenities that capture the elegance of historic haciendas of the past, the Scottsdale Resort at McCormick Ranch is both a luxury vacation retreat and an exceptional Phoenix‐area meeting destination. The resort features spacious guest rooms and suites, each with elegant décor and a residential ambiance unique among luxury hotels in Scottsdale. Many rooms offer spectacular views of fairways, gardens and pools.

Play

Ideally situated between the pristine Sonoran Desert and the upscale shopping, restaurant, gallery, and nightlife of Scottsdale, Arizona, the Scottsdale Resort at McCormick Ranch is a AAA Four Diamond resort that has provided a superior guest experience for over 39 years. With easy access to everything Scottsdale has to offer, you can plan your visit to include everything from boutique shopping to getting pampered at the spa and everything in between.

Venture out to the numerous galleries and shops in Old Town Scottsdale or visit the Heard Museum with the largest collection of Native American art in the world. Just minutes away from one of the most concentrated assortment of art collection in the nation. Scottsdale also is home to acclaimed museums, architectural wonders, the Scottsdale ArtWalk, world-class performance spaces and an award-winning public art program.

Bring your appetite and your adventurous foodie spirit. Start with acclaimed chefs creating bold flavors that flirt with your taste buds. Mix in more than 600 restaurants serving up regional and global specialties. Add a dash of sophistication with robust wine lists. Top it all off with fabulous al fresco dining, and Scottsdale’s got the perfect recipe for a foodie’s paradise. No matter what type of cuisine you’re craving, you’ll find plenty of flavors to savor in Scottsdale.

This fabulous resort is just off the Scottsdale greenbelt offering over 11 miles of paved trails traversing through the heart of Scottsdale and an oasis of parks, lakes and golf courses. Also only minutes away from some of the most popular hiking trails in Arizona. Pack your hiking boots and running shoes for an excursion on the miles of trails surrounding The Scottsdale Resort.

Register Today

Not only will attendees learn invaluable information regarding the Multifamily Industry today and how to get better with teams, attract and retain top talent, what makes an organization a “Best Place to Work” and other key issues, but you will also be given the opportunity to experience everything Scottsdale has to offer. We are so excited to have you join us for what will be one of the most important and beneficial conferences you will attend all year.

Please contact us with any questions regarding travel, accommodations, registration, or even if you just want to know where to get the best burger you’ve ever tasted (yes, it is located here in Scottsdale, we promise). [email protected]

09/092016

The Disruption of the Multifamily Workplace

Company Culture best places to work multifamily, multifamily corporate culture by Multifamily Leadership

There is a certain disruption occurring in the workforce today with the prevalence of social media and the ability for a single person to reach a vast audience through various platforms in a relatively short amount of time. Employees are able to post, snap, tweet and share their thoughts, opinions, and experiences regarding their employers instantly, which can have a major positive or negative impact on the reputation of their employer.

Kim Peters, CEO of Great Rated! states, “Some people think that you can create a brand in the market that is independent of what your actual employees think – but that isn’t true. Social media has made the internal workings of any company very transparent – we are in an age of “naked” corporations” (Frauenheim 2014).

This culture of information-sharing has changed the way management companies must operate, both for their residents and their employees. This vast world of instant updates has also created incredible opportunity for management companies, individual properties, and employees to share with the world what makes them stand out within the Multifamily Industry and create a powerful Employer Brand that will then attract top talent and great residents.

Employer brand is the image of an organization as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market. Brands are among a firm’s most valuable assets and as a result brand management is a key activity in many organizations. (Vijayalakshmi 2016). Branding strategies, if used effectively, can dramatically increase the quality of the pool of candidates applying for positions within a firm and it can also create greater employee engagement and loyalty, thus creating higher retention rates, lower turnover and an improved resident experience.

While there are myriad ways to create a unique employer brand, the strategies employed must be executed in a manner that is consistent with the company vision, values, and mission statement. It goes far beyond having a ping pong table in the lobby or allowing employees to bring their dogs to work. Those are great perks, but do not have a lasting impact on employee engagement if the central brand of the company is not consistent with the long-term vision of the organization.

In order to create an effective and positive employer brand, there are certain factors that need to be thoughtfully considered.

Examine and determine exactly what makes your company great.
Define what characteristics are preferable in the type of employees you currently have.
Get clear on the talent you are looking to attract.

Use those qualities and characteristics to shape the reputation of the brand and get the attention of job seekers that fit the description. In some cases, upon examining the quality of the existing workforce, it becomes apparent that there are some employees who are not only not engaged, but actively disengaged and would be better suited in either a different position or with a different company. It is crucial to address these issues in order to create the best culture within your company.

We need to understand our environment and adapt and change with the abandonment of certain habits and routines. And in some cases, people. We need to be confident making personnel changes that allow the company to flourish and grow” – Patrick Antrim, CEO of Multifamily Leadership

Remember, one of the biggest indicators of a successful employer brand will come straight from the employees within the company. According to the research from Best Places to Work Multifamily program, employees at the companies bearing this prestigious designation are proud of the company they work for and state that they are willing to give extra effort to help the organization succeed. Those indicators are the most powerful employer branding tools that can be utilized through traditional advertising, social media posts, and even word of mouth referrals. If you want to know if it’s a great place to work, you ask the people that work there. These happy employees will carry your brand in a positive light to their own personal networks as well. And once you’ve created an employer brand that is unique and has high-impact within the industry, the quality of your employees and residents will dramatically increase.

Leaders looking to understand what best in class organizations are doing to inspire and engage their teams are invited to attend the Multifamily Leadership Summit.

References
Antrim, P. (2016, June 15). Cutting Back for Business Growth – TalentCulture. Retrieved September 09, 2016, from http://www.talentculture.com/cutting-back-for-business-growth/

Frauenheim, E. (2014, June 30). The Great Rated!™ Interview: Kim Peters on Employer Brand – TalentCulture. Retrieved September 09, 2016, from http://www.talentculture.com/hed-the-great-rated-interview-kim-peters-on-employer-brand/

Vijayalakshmi, V., and K. UTHAYASURIYAN. “The Impact of Employer Branding on Employee Performance.” Indian Journal of Applied Research 5.8 (2016).

08/242016

There is a Difference Between Employee Satisfaction and Engagement

Multifamily Leadership Summit 2 by Multifamily Leadership

Companies have been measuring resident satisfaction for years and the leading indicator for organizational success is the link between employee engagement and the resident experience. Employees are presented with hundreds of opportunities each day to be their best, but it’s the behavior that drives a successful organization, not satisfaction or size. You can be a large company with satisfied employees and not engaged or aligned with the company mission or values – this creates complacency and an unfavorable resident or customer experience.

To learn more about what best in class organizations are doing to improve employee engagement, register to attend the MultifamilyLeadership Summit