Top Marketers: The Psychology of Marketing

Whether or not it’s apparent, all great marketing decisions are rooted in psychology. And when it comes to multifamily real estate, understanding the science behind marketing strategies can be the tipping point of getting a leased signed and resigned.

In this episode of Top Marketers, Multi-Housing News Associate Editor Jordana Rothberg is joined by Christine Gustafson, the vice president of marketing and public relations at The Breeden Co. Gustafson has been with The Breeden Company since 2020 and holds more than 20 years of executive and business experience under her belt. But the secret to Gustafson’s success as a top marketer? Her understanding of psychology.

When you walk through the doors of a Breeden Co. property, there are a thousand tiny details. Each one holds significant importance, but why? In this episode, Rothberg and Gustafson break down the importance behind the small things and how bringing psychology into marketing decisions can transform the outcome entirely.

Follow along as the two discuss:

·      Gustafson’s background and decisions she’s happy to have made (1:00)

·      Why the psychology of marketing is comparable to the psychology of dating (5:30)

·      The four Ps of marketing (9:30)

·      Elements that make up the leasing recipe (10:40)

·      The psychology behind a prospective resident (15:00)

·      Integrating psychology throughout a property tour (16:45)

·      How to close a prospect (23:30)

·      The direct results of integrating psychology into marketing (28:45)

·      Internal impacts of implementing psychological marketing strategies (33:30)