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In this episode of the Optimized podcast, host Janet Rosseth welcomes Justin Godwin, https://www.linkedin.com/in/justinmgodwin/ Director of Marketing Strategy and Innovation at Cushman & Wakefield, to discuss the evolving landscape of marketing in the multifamily sector. The conversation kicks off with Justin sharing his journey into the industry, which began nearly two decades ago when he stumbled into a marketing role while signing a lease. As the discussion unfolds, Justin highlights the critical role of marketing in driving qualified leads and enhancing the on-site experience, emphasizing the need for a synergistic relationship between marketing and operations to build trust and improve resident experiences.
The episode delves into the restructuring efforts Justin has undertaken within his marketing department, aimed at creating a more proactive and efficient team. He explains how Cushman & Wakefield's marketing team, despite being lean, is focused on delivering high-quality service across a vast portfolio. Justin shares insights on the importance of auditing processes, establishing clear communication channels, and leveraging vendor relationships to streamline operations. The conversation wraps up with Justin discussing his approach to personal growth and leadership, emphasizing the significance of setting realistic priorities and fostering a culture of continuous learning within his team.
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Chapters
00:00 Introduction to Portfolio Management for Marketers
02:30 Justin's Journey into Multifamily Marketing
04:32 The Evolving Role of Marketing in Multifamily
05:08 Restructuring the Marketing Department
12:24 Balancing Work and Restructuring
21:08 Streamlining Transitions and Onboarding
27:16 The Importance of Quality Data
28:48 Innovative Training Methods for Marketing Teams
31:06 Leveraging Vendor Partnerships for Training
32:44 Restructuring Marketing for Better Support
35:18 Balancing Marketing Efforts Across Properties
37:07 A Holistic Approach to Marketing Challenges
39:20 Implementing a New Marketing Structure
46:02 Justin's Unpopular Opinions in Marketing
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