Lauren DeJoe Turner: Why Brand is More About The Customer Experience In Multifamily

In this episode of Humans of Multifamily, Shiv Gettu sits down with Lauren DeJoe Turner, Marketing Manager at the Bainbridge Companies. Lauren shares why branding is much more than logos and color palettes. She explains how every interaction—from a leasing tour to a maintenance request—shapes the resident experience, why "brand breaks" hurt occupancy and renewals, and how intentional customer experiences create lasting loyalty.The conversation also explores Lauren's career journey, lessons learned from competitive golf, leadership, personal growth, and how AI is transforming apartment search and multifamily marketing.Whether you're in multifamily, marketing, leadership, or simply interested in building memorable customer experiences, this episode is packed with practical insights.f you enjoyed this episode, like, subscribe, and share it with someone passionate about the future of multifamily.Humans of Multifamily is presented by Zuma, the AI assistant for your full-resident lifecycle. Visit getzuma.com and follow Shiv Gettu on LinkedIn.Timestamps00:00 Introduction & Meeting Through the Multifamily Industry02:00 What Is a "Brand Break"?04:10 The Hidden Cost of Inconsistent Branding05:20 How Brand Immersion Improves Leasing Performance07:00 Creating Memorable Resident Experiences09:10 Can Brand Guidelines Hurt Authenticity?11:00 Why People Buy Feelings, Not Products16:30 Lauren's Journey into Multifamily Marketing18:20 Luxury Brands & Lessons from Retail21:00 Growing Up Playing Competitive Golf30:00 Hunger, Ambition & Learning to Be Present42:00 Why Lauren Wants More Students to Discover Multifamily44:30 How AI Is Changing Apartment Marketing & Search48:00 Building Community Through Resident Events52:00 Advice for Young Professionals Entering the Industry