SUMMARY:

This position is primarily responsible for the implementation and oversight of the comprehensive marketing strategy for Panther Residential Management and its properties.

REPORTS TO: Director of Property Management

Exempt

ESSENTIAL DUTIES AND RESPONSIBILITIES:

Core duties and responsibilities include the following. Other duties may be assigned.

• Provide project management leadership – including effective selection and utilization of outside marketing partners and resources – for multiple ongoing and ad hoc marketing initiatives including but not limited to; competitive analysis, naming and brand identity development, public relations, website development/management, online marketing, collateral, etc.
• Assess the efficiency of marketing and revenue strategies through the monitoring and analysis of key performance metrics. Provide well-informed decisions and recommendations regarding pricing adjustments and specials based on an analysis of leasing velocity, renewal rates, and leasing concessions.
• Work in collaboration with leadership and on-site teams to synchronize pricing with property positioning, objectives, operational realities, and marketing demands. Lead and coordinate regular pricing and strategy calls with regional and site teams to provide guidance on pricing decisions and market strategy positioning.
• Generate regular performance reports and provide insights to senior management regarding revenue trends and opportunities for improvement.
• Deliver heightened and comprehensive marketing assistance to underperforming communities by conducting a detailed analysis of current traffic and leasing performance. Identify and troubleshoot factors influencing performance, and craft and execute both short-term and long-term marketing, advertising, pricing, and promotional campaigns. Maintain diligent follow-up to assess and evaluate the outcomes of implemented strategies.
• Review and provide feedback on daily pricing recommendations. Provide support to regional and on-site teams to ensure Revenue Management platform is fully adopted and consult with regional managers on parameter settings and tuning for all portfolio types.
• Conduct training sessions for on-site teams on the utilization of revenue management tools and assigned rollouts of new platforms associated with marketing and leasing pipelines.
• Produce marketing and promotional materials as needed for stabilized, corporate, and new lease up communities that align with the branding and design strategies/concepts.
• Provides input into the design and production of each community brand and marketing plan. Designs community collateral marketing materials including newsletters, flyers, brochures, signage etc., to be consistent with the individual community and Panther brand guidelines. Coordinates the production and distribution of brochures and all other marketing materials by working with local vendors and suppliers, fielding requests from on-site team members, and tracking orders, deliveries, and invoices.
• Manage SEO/SEM consultant, related digital and web advertising, and audit performance to ensure data, spend and channels are achieving intended clicks, quality leads for leasing, tours, and intended results.
• Serve as primary contact for all ILS (internet listing services) and PPC campaigns, including geofencing, to maximize visibility, searchability, and clicks – managing to an expected ROI.
• Support and assist in the acquisition and take-over of new management contracts by assessing current in-place advertising contracts, reviewing occupancy trends, performing market analysis, and working with the site teams to implement marketing and leasing strategies to achieve occupancy and revenue goals.
• Observes markets for trends, forecasts, job growth, and other economic conditions that might influence occupancy and leasing effectiveness across the portfolio. Suggests adjustments and response strategies to counteract market downturns or capitalize on opportunities. Offers feedback and recommendations to property management for enhancing struggling asset performance and optimizing revenue generation from performing assets.
• Identify and meet with advertising and marketing vendors, review proposed service contracts for preferred and favorable rates, recommend service providers, and monitors and manages advertising suppliers for product and customer service quality.
• Review/monitor all properties social media, track negative reviews and respond in a timely manner, with input from the property managers. Assist properties with set up and implementing new social media, i.e., Yelp, Yellow Pages, Foursquare and Google Places. Ensure the properties are updating the social media on a regular basis.
• Consistently assess and audit websites, third-party ILS sites, and Unified Platform content to verify the accuracy of language, information, property photos, and updates. Ensure that the content aligns seamlessly with the property's strategies, design, and branding output.
• Reviews shop reports for onsite leasing team members, works with onsite and regional managers to develop action and development plans for improvement, institutes special contests, rewards, and recognition programs to incent performance, and monitors shop reports for improved performance.
• Attends and participates in making presentations to prospective owners/clients to secure management agreements by preparing proposed marketing and advertising plans, developing reports that highlight the Company's marketing success, and meeting with clients and owners to discuss short- and long-range marketing plans.
• Stay up to date with industry best practices and technological advancements.
• Assist with creating and maintaining marketing budgets for individual communities.

Other Related Responsibilities including but not limited to:

• • Branding communities for name changing.
  • Quarterly marketing reports – monitor/review.
  • Work with creative designer, for all branding, collateral and logos.
  • Assist with resident retention efforts.
  • Branding Facebook pages and monitoring Community Facebook pages.
  • Marketing for all lease up communities –Maintaining Marketing Lease Up Checklist.
  • Bi- weekly Social Media task force calls.
  • Monitoring of Lease Star.
  • Monitor collateral store and orders.
  • Work with Google Maps and Google Business Profile on all new lease ups, and troubleshooting/implementation of new features such as AI based chat.
  • Create and support marketing campaigns, monitor all advertising renewal types, and negotiate portfolio best pricing across supported portfolios.
  • Provide support for and monitor Satisfacts reports.
  • Assist with ordering, projects and activities at annual conferences, or as needed monthly/quarterly.
  • Provide recommendations for resident retention, resident activities, social media campaigns, outreach marketing and assist with design, creation and implementation of campaigns as needed.

SUPERVISORY RESPONSIBILITIES:

This role has not supervisory responsibilities.

COMPETENCIES:

To perform the job successfully, an individual should demonstrate the following competencies:

Intellectual:

• Analytical – Synthesizes complex or diverse information; collects and researches data. Is able to interpret and present data to others.
• Design - Generates creative solutions; translates concepts and information into images; uses feedback to modify designs; applies design principles; demonstrates attention to detail.
• Project Management - Develops project plans; coordinates projects; communicates changes and progress; completes projects on time and budget; manages project team activities.
• Problem Solving - Identifies and resolves problems in a timely manner; gathers and analyzes information skillfully; develops alternative solutions; works well in group problem solving situations; uses reason even when dealing with emotional topics.
• Technical Skills - Assesses own strengths and weaknesses; pursues training and development opportunities; strives to continuously build knowledge and skills; shares expertise with others.

Interpersonal

• Customer Service - Manages difficult or emotional customer situations; responds promptly to customer needs; solicits customer feedback to improve service; responds to requests for service and assistance; meets commitments.
• Interpersonal Skills - Focuses on solving conflict, not blaming; maintains confidentiality; listens to others without interrupting; keeps emotions under control; remains open to others’ ideas and tries new things.
• Oral Communication - Speaks clearly and persuasively in positive or negative situations; listens and gets clarification; responds well to questions; demonstrates group presentation skills; participates in meetings.
• Written Communication - Writes clearly and informatively; edits work for spelling and grammar; varies writing style to meet needs; presents numerical data effectively; able to read and interpret written information.
• Teamwork - Balances team and individual responsibilities; exhibits objectivity and openness to others' views; gives and welcomes feedback; contributes to building a positive team spirit; puts success of team above own interests; able to build morale and group commitments to goals and objectives; supports everyone's efforts to succeed.

Leadership

• Leadership - Exhibits confidence in self and others; inspires and motivates others to perform well; effectively influences actions and opinions of others; accepts feedback from others; gives appropriate recognition to others.
• Managing People - Includes staff in planning, decision-making, facilitating and process improvement; takes responsibility for subordinates' activities; makes self available to staff; provides regular performance feedback; develops subordinates' skills and encourages growth; solicits and applies customer feedback (internal and external); fosters quality focus in others; improves processes, products and services; continually works to improve supervisory skills.
• Quality Management - Looks for ways to improve and promote quality; demonstrates accuracy and thoroughness.

Organization

• Business Acumen - Understands business implications of decisions; displays orientation to profitability; demonstrates knowledge of market and competition; aligns work with strategic goals.
• Cost Consciousness - Works within approved budget; develops and implements cost saving measures; contributes to profits and revenue; conserves organizational resources.
• Diversity - Demonstrates knowledge of EEO policy; shows respect and sensitivity for cultural differences; educates others on the value of diversity; promotes a harassment- free environment; builds a diverse workforce.
• Ethics - Treats people with respect; keeps commitments; inspires the trust of others; works with integrity and ethically; upholds organizational values.
• Organizational Support - Follows policies and procedures; completes administrative tasks correctly and on time; supports organization's goals and values; benefits organization through outside activities; supports affirmative action and respects diversity.

Self-Management

• Planning/Organizing - Prioritizes and plans work activities; uses time efficiently; plans for additional resources; sets goals and objectives; organizes or schedules other people and their tasks; develops realistic action plans.
• Professionalism - Approaches others in a tactful manner; reacts well under pressure; treats others with respect and consideration regardless of their status or position; accepts responsibility for own actions; follows through on commitments.
• Quality - Demonstrates accuracy and thoroughness; looks for ways to improve and promote quality; applies feedback to improve performance; monitors own work to ensure quality.
• Quantity - Meets productivity standards; completes work in a timely manner; strives to increase productivity; works quickly.
• Safety And Security - Observes safety and security procedures; determines appropriate action beyond guidelines; reports potentially unsafe conditions; uses equipment and materials properly.
• Adaptability - Adapts to changes in the work environment; manages competing demands; changes approach or method to best fit the situation; able to deal with frequent change, delays, or unexpected events.
• Attendance/Punctuality - Consistently at work and on time; ensures work responsibilities are covered when absent; arrives at meetings and appointments on time.
• Dependability - Follows instructions, responds to management direction; takes responsibility for own actions; keeps commitments; commits to long hours of work when necessary to reach goals; completes tasks on time or notifies appropriate person with an alternate plan.
• Initiative - Volunteers readily; undertakes self-development activities; seeks increased responsibilities; takes independent actions and calculated risks; looks for and takes advantage of opportunities; asks for and offers help when needed.
• Innovation - Displays original thinking and creativity; meets challenges with resourcefulness; generates suggestions for improving work; develops innovative approaches and ideas; presents ideas and information in a manner that gets others’ attention.

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

EDUCATION AND/OR EXPERIENCE:

High school diploma or general education degree (GED); minimum of two years’ experience in residential property management or a related field is required.

LANGUAGE SKILLS:

Ability to read and interpret documents such as safety rules, operating and maintenance instructions, and procedure manuals. Ability to write routine reports and correspondence. Ability to speak effectively before groups of customers or employees of an organization. Ability to read and write English fluently.

MATHEMATICAL SKILLS:

Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret bar graphs.

REASONING ABILITY:

Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

COMPUTER SKILLS:

To perform this job successfully, an individual should have knowledge of: Internet Software; Spreadsheet Software (Excel); Systems; Property Management Software; Word Processing Software (Word); Electronic Mail Software (Outlook); Presentation Software (PowerPoint); and Publisher Software. Ability to learn and operate Onesite.

CERTIFICATES, LICENSES, REGISTRATIONS:

• Valid driver license and acceptable motor vehicle record

OTHER SKILLS AND ABILITIES:

• Ability to understand and perform all on-site resident management software functions.

OTHER QUALIFICATIONS:

• The position requires the ability to work any of the seven days of the week, 52 weeks of the year.
• Travel may be required at times to attend various company gatherings either in the general vicinity of the associates home property, or in another state.
• Maintains a commitment to ongoing professional development and career growth.

PHYSICAL DEMANDS:

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• While performing the duties of this job, the employee is regularly required to sit, use hands to finger, handle, or feel; reach with hands and arms and talk or hear. The employee is regularly required to stand and walk.
• The employee must occasionally lift and/or move up to 25 pounds.
• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus.

WORK ENVIRONMENT:

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate.