53 - How to Build Marketing That Actually Supports Operations

Marketing teams in multifamily are often stuck with too many tools, too little data, and a conversion funnel that leaks revenue at every step. Janet Rosseth https://www.linkedin.com/in/janetrosseth/ sits down with Jennifer Jacox https://www.linkedin.com/in/jenniferjacox/ of StuartCo. and Andy Medley https://www.linkedin.com/in/andymedley/ of PERQ for a live case study on how to break a marketing stack apart and rebuild it into a smarter, more measurable system.
Explore how strategic reorganization and technology integration can transform property marketing. They share a real-world example of dismantling outdated systems and implementing data-driven solutions to boost lead generation, improve decision-making, and enhance overall performance.
In this episode:
The challenge of disassembling and rebuilding marketing systems
The importance of data and attribution in marketing decisions
How integrated tools improve lead quality and conversion rates
The role of digital marketing and website optimization
Strategies for managing vendor relationships and technology stack
The impact of marketing on property management and leasing performance
The process of implementing new marketing technology in a real estate portfolio
The benefits of partnership and seamless integration in marketing
Chapters
00:00 Introduction and episode overview
01:08 Jennifer Jacox's background and role at StuartCo.
04:38 Andy Medley's introduction and perspective on industry evolution
07:00 StuartCo.'s initial marketing challenges and team structure
09:06 Streamlining marketing operations and vendor management
12:03 Identifying gaps in lead generation and the role of Perk
17:03 Implementing new conversion tools and website strategies
23:08 Data-driven decision making and marketing ROI
27:05 Lease expiration modeling and budget planning
34:59 The decision to overhaul marketing technology and process
40:02 Rapid implementation and results of new systems
45:58 Team confidence and decision-making improvements
50:00 Advice for marketers considering a system overhaul
PERQ is an AI-powered digital marketing platform that captures and converts high-intent website traffic, driving 2–3X more qualified leads using proprietary AI, and optimizing existing marketing spend by feeding real-time visitor data back into paid search campaigns
Reduce your team's manual effort and advertising costs while delivering clearer ROI.
Learn more about PERQ: https://bit.ly/4bQrHqP
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