Top Marketers: Where Sports and Hospitality Shape Multifamily

A multifamily community with a pool and a gym is one thing (and it’s great). But a property with a partnership with the most recent World Series winner? That’s another. In this Top Marketers podcast, Jordana Rothberg, associate editor, Multi-Housing News, is joined by Nicholle Soendker, director of residential marketing, Cordish Living. Together, they talk about Cordish Living’s partnerships that shape its residential communities. The Texas Rangers and the St. Louis Cardinals are among the teams at the foundation of these apartment homes where residents are steps away from stadiums or can watch the game from the property’s rooftop infinity pool. But how does a marketer take into account these key partnerships and potential residents come lease-up time? Soendker has the answers. Soendker has been with the Cordish Living team since 2023, previously serving in roles in retail marketing, venue and event management, employee engagement and corporate brand management and communications. In her current role she heads up marketing efforts for the expansion of the Cordish Living portfolio as well as its existing communities. Listen in on this podcast to hear about Cordish Living’s hospitality-driven marketing strategy and follow along as Soendker and Rothberg discuss: ·      Soendker’s background and how she got to Cordish Living (1:00) ·      How Cordish Living is informed by the larger hospitality-driven Cordish Cos. brand (3:30) ·      An existing community with a 50/50 baseball team partnership (6:30) ·      What marketing material looks like in sports-centric residential property (8:00) ·      The upcoming Cordish Living project featuring a partnership with the Texas Rangers (9:30) ·      How a community’s surroundings influence its interior (11:15) ·      Appealing to residents that aren’t sports-oriented (12:45) ·      Establishing a brand in a new market (14:30) ·      Creating bespoke marketing plans for unique communities (16:40) ·      How Soendker begins the lease-up process before the community is delivered (19:45) ·      The role art plays in the resident experience (22:00) ·      Bringing everything back to the brand story (23:50) ·      How partnerships shape Soendker’s marketing techniques (24:30)