Play to Your Strengths

S1E4 features Rebecca Smith and Ashley Stran of WPM.

In this episode we cover:

Roles and Career Transitions:

Ashley Stran has been with WPM for over 18 years, transitioning from leasing to accounting and later to the marketing department as the Social Media Coordinator. Her journey emphasizes the value of career flexibility within an organization and how employees can contribute in different capacities. Rebecca Smith, Director of Marketing and Business Development for WPM’s multifamily division, shared how her role evolved from leasing to brand engagement and business development, focusing on promoting WPM's reputation and services.

Approach to Feedback:

WPM's feedback strategy involves both macro and micro approaches. Rebecca looks at feedback at a macro level, focusing on trends and using it to enhance branding and business development. Ashley, on the other hand, addresses feedback at a micro level, working directly with property teams to resolve issues raised in reviews. This two-pronged approach allows WPM to maintain a high level of service and brand integrity by both responding to individual concerns and leveraging positive feedback to attract new clients and residents.

Managing Negative Reviews:

Ashley emphasized the importance of responding to negative reviews, either by addressing concerns directly with the resident or publicly on review platforms to demonstrate that WPM takes feedback seriously. Reviews are seen as opportunities for growth, and often, by reaching out to residents, they can turn negative reviews into positive outcomes.

Brand and Reputation:

WPM leans into its strengths, focusing on aspects where they excel, such as unit cleanliness, condition, and maintenance. Feedback data from Widewail showed WPM outperforming industry benchmarks in these areas. Rebecca highlighted that they use this data to reinforce their brand promise, "Performance that Adds Value," which resonates with both residents and potential clients.

Feedback’s Role in Business Development:

Positive feedback is used in business development to demonstrate WPM's ability to meet client expectations and maintain properties to a high standard. The feedback also helps identify where WPM excels and where improvements can be made.

Future of Feedback:

Both guests touched on the future of feedback, highlighting verification. There is growing concern over fake or unverified reviews, and regulatory bodies like the FTC are cracking down on unfair review practices.

Employee and Client Relationships:

Rebecca and Ashley stressed the importance of employee satisfaction and strong client relationships. WPM’s culture of valuing employees and long tenures is reflected in its ranking as a top workplace, and the company aims to attract clients who share similar values and respect for the challenges property managers face.

Rebecca Smith on Linkedin: https://www.linkedin.com/in/rebecca-smith-nalp-21230/

Ashley Stran on Linkedin: https://www.linkedin.com/in/ashley-stran-62a807162/

WPM Real Estate: https://www.wpmllc.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