Top Marketers: Where Automation Alters the Resident Experience

Every multifamily company varies in how it integrates technology to make employees’ lives a bit easier. In this Top Marketers podcast, Christina Steeg, senior vice president of marketing & communications at Waterton, joins Multi-Housing News Associate Editor Jordana Rothberg to talk about the systems that Waterton uses and why. Steeg brings almost 30 years of professional experience in the real estate industry, previously working at Reach by RentCafe and other multifamily companies. In her current role Steeg is responsible for the oversight of the strategic direction of the company’s marketing efforts. She also ensures that the Waterton brand voice is cohesive across all platforms. Now, Steeg is working on integrating a more centralized approach to her marketing and navigating the ways in which automation and AI impact Waterton. From the career pipeline to property websites to the resident experience, these systems and platforms are having an impact on almost every aspect of the company. Tune in to hear Rothberg and Steeg chat about: ·        How Steeg got to her current role at Waterton (1:00) ·        Where luxury retail marketing experience overlaps with multifamily (2:00) ·        The two platforms she utilizes and how they’re leading to quicker move ins (4:00) ·        Automation and AI in property websites and a mobile-first experience (7:45) ·        Why Steeg may or may not consolidate systems in the future (10:45) ·        How Waterton is using a CRM to help onsite and leasing teams (12:35) ·        The process of integrating a centralized approach and its impact internally (14:50) ·        An all-user interface upgrade and what that means (19:20) ·        How the resident experience is impacted by these systems (21:40) ·        Technology’s effects on the lead to lease funnel (25:30)