S1E1 features Faith Barker, Marketing Manager at Trilogy Real Estate Group.

With nearly a decade of experience in multifamily marketing, Faith specializes in leveraging resident feedback to enhance community operations and marketing strategies. Passionate about experiential branding, she believes in integrating brand identity into every aspect of the business to create memorable, high-quality experiences for residents. This includes using data-driven insights from resident reviews to drive innovation in leasing and marketing, resulting in significant improvements in engagement and satisfaction.

In this episode of Feedback Fatigue, we cover:

Proactive Approach to Feedback:

Faith views feedback as a roadmap, not just a reflection of past performance. She emphasizes using both positive and negative feedback to make informed, forward-looking decisions. This helps Trilogy's operations and marketing improve continuously.

Unique Community Approach:

Trilogy does not treat all properties the same. Instead, they analyze reviews and feedback to understand each property's unique needs. This allows them to tailor strategies and operations to individual communities, ensuring a personalized resident experience.

Leveraging Positive Feedback:

Faith highlights the importance of using positive reviews as a marketing tool. For instance, if residents praise specific aspects of a property or a staff member, they create social media content, email campaigns, or videos around that. This reinforces good experiences and makes them visible to prospects.

Importance of Maintenance Teams:

Maintenance teams play a pivotal role in resident satisfaction. Faith discussed how, even at properties with fewer amenities, promoting the strength of the maintenance team helped secure leases. She emphasized building strong relationships with these teams, as they are the "lifeblood" of properties.

Real, Authentic Marketing:

Authenticity in marketing is crucial. Faith explained that content captured with phones often performs better than professionally staged photos. Residents respond to "real" visuals and relatable stories, which help foster a sense of trust and community.

Operations and Marketing Synergy:

Faith’s role sits at the intersection of operations and marketing, a unique structure at Trilogy. This close integration allows for real-time decision-making based on feedback, bridging the gap between day-to-day operations and marketing strategies.

Rebranding Driven by Feedback:

Trilogy's recent rebranding was heavily influenced by feedback from residents and employees. They repositioned the company as “raising the bar,” reflecting the common feedback that Trilogy properties offer something better than competitors.

AI Tools and Future Marketing Trends:

Faith is leveraging AI tools like Copy AI to adjust marketing copy to different tones and voices, helping to resonate better with diverse audiences. She also stressed the importance of staying ahead of new trends, like Google’s Search Generative Experience (SGE), which will impact how reviews and feedback are summarized in search results.

Faith Barker on Linkedin: https://www.linkedin.com/in/faithlbarker/

Trilogy Real Estate Group: https://trilogyreg.com/

Apple Podcasts: https://podcasts.apple.com/us/podcast/feedback-fatigue/id1770584511

Spotify: https://open.spotify.com/show/5E1KUHoxNjTDCIVBtnwwUw

Website: https://www.widewail.com/feedback-fatigue

Revyse: https://community.revyse.com/c/multifamily-podcast-directory/feedback-fatigue

About Feedback Fatigue:

We're getting all this amazing resident feedback. What do we do with it? Learn the playbooks multifamily operators and industry experts are using to find success today. Hosted by Widewail’s Katie Ritter, National Accounts, Multifamily and Jake Hughes, Director of Marketing.

Learn more about Widewail: https://www.widewail.com/property-manager-reputation-management

Season 1 lineup:

S1E1: October 1st

Faith Barker

Marketing Manager, Trilogy

S1E2: October 8th

Josh Becerra

CMO, Pink Taco

S1E3: October 15th

Bobbi Steward

CEO, Revyse

S1E4: October 22nd

Rebecca Smith and Ashley Stran

Marketing & Business Development Director, Social Media Coordinator, WPM Real Estate Management

S1E5: October 29th

Janet Rosseth

Founder & CMO, Cadence Marketing Solutions

S1E6: November 5th

Kevin Wilson

Director of Marketing, Strategy & Planning, Southern Land Company

S1E7: November 12th

Dana Hill

Director of Customer Experience, RangeWater Real Estate

S1E8: November 19th

Michael DiMella

Managing Partner, CHARLESGATE

S1E1 - Faith Barker - Using Reviews Beyond the Rating