Top Marketers: Why Marketing Needs Asset Management

When thinking of a traditional multifamily company one might think that asset management and marketing do not often coincide. In that case, Larken Associates isn’t traditional. Melissa Nascimento, creative and marketing director, and Jessica Heckman, director of residential asset management, work together daily.

Nascimento has been working with Larken Associates for almost 22 years while Heckman is rounding off her 15th. Together, the two of them test out new technologies, implement internal and resident-focused systems and create a more unified company.

In this Top Marketers episode, Nascimento and Heckman dive into how asset management and marketing work better together alongside Multi-Housing News Associate Editor Jordana Rothberg.

Following along as they all explore:

·      Their backgrounds, working up the corporate ladder and how the field has changed (1:00)

·      Technology for marketing and management (5:45)

·      The benefits of healthy communication (7:30)

·      Streamlining marketing and asset management, together (10:30)

·      Some ‘flops’ along the way (12:30)

·      The process of beta testing (14:00)

·      How new technology impacts marketing and asset management workflows (17:30)

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