Data, Data Everywhere: Redefining Multifamily Marketing Measurement with Aimee Farmer

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In this episode Aimee Farmer, VP, Marketing at Middleburg Communities discusses how she is redefining the role of marketing through embracing data.

The discussion covers the importance of tracking key metrics like booked appointment show rates and response times, emphasizing the impact of personal touch points in increasing conversions.

We also examine the lengthening renter decision-making process, advocating for earlier "coming soon" campaigns and extended lead nurturing. The conversation frequently returns to the challenges and opportunities of using data from various sources and the future of search with the rise of AI.