Old Guy versus New Guy Marketing; It is all about the Culture

Old Guy versus New Guy Marketing; It is all about the Culture

Rich Dad Poor DadThere have been a series of serendipitous events since coming to AZ eight weeks ago for an Apartment Digital Marketing Project. One such was the grand opportunity to participate on a live Rich Dad Poor Dad Radio Show. Rich Dad Poor Dad was an instrumental piece for me when I started my own Entrepreneurial Journey, so I was elated to participate with Robert Kiyosaki and Kim Kiyosaki on their show Digital Marketing for Millennials!

Old Guy versus New Guy Marketing 

One of Robert’s points on the show was Old Guy versus New Guy Marketing, forget everything you used to know about marketing because it doesn’t work so well with Millennials.  The shift from the Baby Boomers to Millennials isn’t coming, it’s here. The idea of traditional marketing strategies has fallen away, today’s consumers are more likely to trust the advice of strangers than their family and friends. We did the show with Aaron Pool (Gadzooks), me, Eric Brown (MC Companies) and Jason Dorsey (“Y-Size Your Business”). Learn how Millennials are buying and how you should be selling.

The show reminded me of an epiphany last year that even the Apartment Marketers that practice the superficial surface stuff of Digital Marketing likely aren’t changing anytime soon. As our friend Duncan Alney at Firebelly Marketing phrased it, they are Comfortably Numb on the ILS, the Apartment Marketers Go To Drug of Choice. The sad fact is that as long as everyone else is doing business the same way, there is no reason to change. Until an “Uber” or “Airbnb” blow up the apartment marketing space, business as usual is good enough.

As long as Apartment Marketers continue to primarily spend their marketing budgets on ILS Ads, they aren’t very serious about ANY type of Media Marketing. Some have done Paid Search, but that is the extent of their Media Marketing. There Paid Search has mostly been ineffective. The irony is that if they were to pursue Paid Media, Owned Media, Shared Media or Earned Media they would realize that their biggest competitor isn’t the apartment community across the street, it is their ILS Partners. By and large the ILS’s OWN the search market and they will outspend most apartment marketers. However, with diligence, the savvy Apartment Marketer can level things up with Local Content and Partnership Marketing, which fuels a well oiled Local Search Campaign. 

Building a Culture of Creativity

I see Apartment Marketers across the land attending Conference after Conference, yet nothing seems to change. And some try this or that but are afraid to fully embrace any real or meaningful change.

What hold folks back, Fear or Culture?

After an interesting online and offline conversation about Culture with Bill Szcytko I reached out to my good friend Tami Siewruk about doing a panel discussion about Culture at this years Brainstorm Conference.

Screen Shot 2014-06-14 at 5.36.36 PMBuilding a Culture of Creativity, a panel discussion at this years Multifamilypro Brainstorm Sessions   Fresh, new ideas and solutions are the  of a company and community … identifying the ones that work and are best suited to your mission and vision; adopting proven best practices; adapting to change; and innovatively addressing the needs of your customers are all things that will make your company and communities more continually successful and better able to compete and win both rentals and renewals in today’s dynamic marketplace.

Unfortunately, many companies don’t place a high enough value on creativity and the edge that it represents, favoring instead to stick close to what they’ve always done, believing that what’s always worked before will continue to work in perpetuity. If that sounds too familiar to you, this is the one session at Brainstorming that you can’t afford to miss! Join us for one of two special panel sessions–one for Executive Brainstormers and one geared especially for our Main Event–as experienced Brainstorming Thought Leaders share how to shake things up successfully and make yours a Corporate Culture of Creativity, from introducing the value of creativity to your leadership all the way to implementing innovative new initiatives at all organizational levels with immediate and measurable results. You’ll walk away ready, armed, and able to put your best Brainstormed ideas to work from the moment you return home until you’re back with us again next year for more!

 The shift from the Baby Boomers to Millennials isn’t coming, it’s here.

**Apartment Marketers** What will you do when this hits your world?

The Internet, smart phones, electronic payments, GPS, online ratings, and social media have transformed the way we can build businesses, the way we can use assets, and who we can collaborate with. Uber and Airbnb, along with Skype, oDesk, elance, TaskRabbit, Blablacar, GetAround, Lyft, Skype, WhatsApp, MeetUp, Etsy, YouTube, Facebook, DuoLingo, Quirky, TopCoder, Enigma.io -— this list could go on for paragraphs — are building companies very efficiently, and differently, than in the past.

Will your Culture adapt quickly enough, or die?

Eric Brown
Written by Eric Brown

Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2002, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine, the New York Times and Harvard Business Review . You can connect with Eric at  UrbaneLife on Twitter. Eric also writes regular articles for the following publications:

Multi Housing

News Social Media Examiner

Search Engine Guide

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