Interview with Ilene Jablonski, VP of Marketing of FirstService Residential: Unlocking Effective Marketing Strategies

Ilene Jablonski, vice president of marketing and communications, is responsible for the marketing strategy and execution, internal and external communications, and development of new business development initiatives for the East Region of FirstService Residential. With many years of marketing leadership experience, Ilene has developed and implemented marketing, branding, and communications programs for the real estate industry. Prior to joining FirstService Residential in 2018, Ilene spent over 18 years with Mack-Cali Realty Corporation and Roseland Residential Trust. With over 25 years of related experience, Ilene has a proven track record of building successful marketing teams, developing award-winning campaigns, and increasing brand recognition. Ilene graduated, with honors, from Kean University with a Bachelor’s degree in Management Science and Marketing.

Q1: What are the key components of a successful property management marketing strategy, and why are they important?

Our marketing strategy revolves around brand reputation, brand awareness, and education for board members. We take pride in being one of only two national companies in the industry, and our unique approach includes a wide breadth of additional service offerings, including: financial advisors for cash management, lending, and insurance, green energy initiatives and more – which is nearly impossible to find anywhere else in the space. We emphasize hyper-local presence, with management teams often residing in the local areas? they oversee. Engagement with residents is paramount as it eases the burden on community boards. Our word and commitment are critical, and take a vertically-focused approach to ensure each unique community type we serve has the best ‘specialists’ in the business serving them.??

Q2: In a competitive market, how can property managers differentiate their services and properties through their marketing efforts?

Our commitment to supporting our associates is at the core of our success. In an expansive network spanning 9,000 communities nationwide, ensuring that our teams have access to the best practices and resources is not just important; it's indispensable. This commitment serves as the bedrock of our approach, fostering a sense of connectivity and collaboration among our teams, regardless of their location. By providing these resources, we empower our associates to draw upon a wealth of knowledge and expertise, creating a shared pool of insights that benefits both our organization and the communities we serve. This collaborative environment not only promotes growth but also allows us to consistently deliver exceptional service, setting us apart in the competitive property management landscape.

Q3: What are some effective online and offline marketing channels property managers can use to promote their properties and services?

Education plays a pivotal role in our property management marketing strategy. We believe that well-informed board members are the cornerstone of successful community management. To ensure this, we employ a multi-faceted approach.

First and foremost, our email campaigns are designed to be informative and educational rather than self-serving advertisements. These campaigns serve as a valuable resource, providing board members with insights, best practices, and industry knowledge. By delivering content that addresses their needs and concerns, we aim to empower board members to make informed decisions that benefit their communities.

Social media, with a special emphasis on platforms like LinkedIn, is another powerful tool in our marketing arsenal. We recognize that in today's digital age, social media is a dynamic space for connecting with our audience. By leveraging platforms like LinkedIn, we not only promote our services but also position ourselves as thought leaders in the property management field. This fosters trust and credibility among our network, reinforcing our commitment to excellence.

Moreover, we maintain a robust vendor network that is instrumental in our approach. Collaborating with trusted vendors, including experts in landscaping and legal matters, ensures that we are continually in touch with the pulse of each community we serve. These partnerships allow us to stay informed about community needs and potential areas for improvement, making our services more responsive and effective.

In addition to our vendor network, we are actively engaged with trade associations, underscoring our dedication to continuous learning and industry involvement. Our webinars, numbering over 100 since March 2020, cover a wide array of topics that are relevant to board members. From hurricane preparation to financial matters and beyond, these webinars are a cornerstone of our commitment to educating and supporting board members, enabling them to fulfill their roles more effectively and ultimately enhancing the communities we manage. This comprehensive approach to education is not just about imparting knowledge but about building strong and informed communities for the long term.

Q4: How can property managers leverage social media platforms to enhance their property marketing efforts?

Our use of social media as a part of our property management marketing strategy goes beyond simple promotion. We employ a multifaceted approach aimed at fostering deeper connections and staying attuned to the dynamic needs of the communities we serve.

One of the key ways we utilize social media is by promoting a diverse range of events and webinars. These events serve as a platform for us to engage directly with our audience, from community board members to residents. We view these events not just as marketing opportunities but as valuable touchpoints for sharing knowledge, insights, and best practices. By doing so, we establish ourselves as more than just a service provider; we position ourselves as trusted advisors and thought leaders within the property management industry. Again, it’s all about providing value to our audience and really dialing in on how we can best serve them so they can do their jobs more effectively.

Additionally, our collaboration with vendors plays a crucial role in maintaining our connection with the pulse of the community. Vendors, such as those specializing in landscaping or legal matters, often possess unique insights into the challenges and opportunities specific to each community. These partnerships enable us to fill gaps in our service offerings and ensure that we can deliver solutions that are tailored to the specific needs of our clients.

Moreover, by working closely with vendors, we create a feedback loop that informs our approach and keeps us on the cutting edge of property management. This collaboration not only enriches our understanding of the community landscape but also strengthens our commitment to being a responsive and adaptive partner for the communities we manage.

In essence, our social media strategy is not just about promotion but about building and nurturing lasting connections with the communities we serve. We aim to be an engaged and informative presence, providing value to both our clients and the industry as a whole. This approach underscores our dedication to elevating property management beyond mere oversight to a dynamic and evolving partnership for community success.

Q5: What role does content marketing play in property management marketing, and how can property managers create valuable content for their target audience?

Content marketing serves as a cornerstone of our property management marketing strategy. It's not just a complementary component but rather an integral and critical aspect that helps us engage with our audience, deliver value, and establish ourselves as a trusted resource in the field of property management.

Our approach to content marketing is multifaceted and spans various platforms. Email blasts are a pivotal part of our strategy. They provide a direct and effective means of communicating essential information to our target audience. Instead of merely promoting our services, our email campaigns are designed to offer valuable insights, practical advice, and industry expertise. We understand that our clients and potential board members seek solutions to their challenges, and our content aims to address these needs.

Furthermore, we supplement our content marketing efforts with webinars that dive deep into various subjects. These webinars serve as an interactive platform for discussing and disseminating knowledge on pertinent topics such as resident engagement. They go beyond static content, offering opportunities for real-time engagement and learning.

Our website houses a resource library, that consolidates all of our content, like webinars, articles, infographics, and more – so that our customers or new board members can access whenever they please 24/7.

Our commitment to content marketing isn't just about disseminating information; it's about empowering our audience with the tools and knowledge they need to excel in property management. By offering valuable and relevant content through various channels, we strive to be more than just a property management company – we aim to be a partner in the success of the communities we serve, enhancing the experience and outcomes for both boards and residents.

Q6: How important is branding in property management marketing, and what steps can property managers take to establish a strong brand presence?

Branding is not just a mere aspect; it holds immense significance in our property management marketing strategy. Our property managers are the boots on the ground, and they play a crucial role in building and reinforcing our brand presence. They act as our eyes and ears, providing invaluable insights that guide our marketing and business development departments.

To establish a strong brand presence, property managers are encouraged to adopt a holistic approach. This encompasses consistency, clarity, and authenticity in their messaging. Consistency ensures that our brand identity is uniform across all interactions, making us easily recognizable and reliable to our clients and communities. Clarity in messaging helps convey our value proposition and services effectively, ensuring that our audience understands what we stand for and what we offer.

Moreover, authenticity is paramount. It's not just about projecting an image but living up to it. Property managers should embody the core values and commitments of our brand. This authenticity resonates with clients and communities, fostering trust and confidence in our services.

In essence, branding isn't just a logo or a tagline; it's the embodiment of our core values, commitment to excellence, and the promise we make to our clients. Property managers play a pivotal role in bringing this brand to life, making it an integral part of the communities we serve. By consistently delivering on our brand promises with clarity and authenticity, we create a strong brand presence that sets us apart in the property management industry.

Q7: What are some common mistakes property managers should avoid when developing and implementing their marketing strategies?

When it comes to property management marketing, there are several key principles that property managers should embrace to ensure long-term success. These principles go beyond the surface and delve deep into the intricacies of branding, competition, innovation, and the power of social media.

First and foremost, property managers should never take brand awareness for granted. It's easy to assume that your brand is well-recognized, but it's a mistake to rest on that assumption. Instead, property managers should continually assess and nurture their brand awareness. This includes staying attuned to how the market perceives them, conducting regular brand audits, and actively seeking feedback from clients and stakeholders. By maintaining a keen awareness of their brand's position, property managers can make informed decisions to strengthen their brand's image and impact.

Understanding competitors is a fundamental aspect of staying competitive. Property managers should regularly conduct competitor analysis to identify industry trends, best practices, and areas where they can differentiate themselves. However, the journey doesn't stop at understanding competitors. The next step is to drive innovation. Innovation is the engine of growth and relevance. Property managers should proactively seek ways to improve their services, embrace new technologies, and explore creative solutions to meet the evolving needs of their clients. By fostering a culture of innovation, property managers can remain at the forefront of the industry.

Finally, property managers should never underestimate the power of social media. In today's digital landscape, social media is a dynamic and influential channel for engaging with clients, prospects, and the community at large. It's a platform for not only promoting services but also for building meaningful connections, sharing industry insights, and positioning themselves as industry leaders. Social media is an invaluable tool for staying connected, building trust, and fostering engagement.

In summary, property managers should adopt a proactive and forward-thinking approach to marketing. This includes a continuous assessment of brand awareness, a deep understanding of competitors, a commitment to innovation, and a keen appreciation for the influence of social media. These principles work together to create a comprehensive and effective marketing strategy that elevates property management in a dynamic and competitive marketplace.