Out to Put a Dent in the Multifamily Universe

The Right Story on the Right Day

The Right Story on the Right DayAnother note from the margin entry – being the first mover in a group means nothing these days. It’s more full of meaning to have the right story ready on the right day.

Further Fragmenting

Look around the multifamily space;

  • Every property management company has a website
  • Every property they manage has a property page
  • Every page has a unique URL
  • Some still use print
  • Twitter and Facebook are in full swing
  • Portals are popular
  • Separate landing pages for prospects and residents
  • Online Community on NING or other less mainstream sites
  • Review sites keep popping up all over the place – each one promising a richer experience for the end-user
  • And, the list goes on and on and on…

The otherwise clear point here is that the idea of first mover is a borderline thing of the past. What replaces it? The right story on the right day. Be where the people are with the right story tip of tongue at the precise moment they need to hear it.



About Mike Brewer

Out to put a dent in the multifamily universe. Love compelling conversation...

  • Not sure I’m with you entirely on this one, Mike. I still think there is a TON of room for innovation. No doubt, the story is critically important (and there’s an argument to be made that simply having a compelling story to tell could qualify you as a “first mover”).

    That said, there are a number of opportunities in apartments where *someone* will benefit from being the first to market … or even a very fast follower. Just take a look at your previous post about the industry five years from now. There are some really solid ideas there. Of course, the right story will help you take your brand even farther … but I don’t think we’re anywhere near a lull in innovation that benefits renters and/or apartment companies.

  • Hey MW – thanks for the feedback.
    The point I am trying to get across is that whether you are first mover or four mover – it won’t matter if the people you are trying to reach are not ready for the story you are trying to tell.