Job Description
Job Description
About the Role:
Position Summary
The Regional Marketing Manager serves as the strategic marketing partner for an assigned portfolio of properties. This role collaborates directly with Regional Property Manager, Property Managers, onsite leasing teams, and ownership groups to develop and execute hyper-local marketing strategies. The primary objective is to drive qualified traffic, maximize lead generation, increase leasing velocity, and improve resident retention to optimize revenue generation, economic occupancy, and overall asset value across the region.
Key Responsibilities
1. Regional Strategy & Portfolio Performance
- Develop and execute customized marketing plans aligned with specific asset types (e.g., new construction lease-ups, stabilized properties, rebrands, and value-add turnarounds).
- Conduct routine market research, competitive audits, and neighborhood assessments to evaluate property positioning and rental rate recommendations.
- Partner with revenue management and regional operations teams to align lead-generation efforts with pricing strategies, seasonal demand shifts, and renewal cycles.
- Monitor key performance indicators (KPIs) including cost-per-lead, lead-to-tour conversion, tour-to-lease metrics, and overall ROI on regional marketing spend.
- Diagnose underperforming properties and design targeted operational marketing interventions to mitigate vacancy spikes without compromising Net Effective Rent (NER).
2. Digital Marketing & Reputation Management
- Oversee regional digital media strategy including Pay-Per-Click (PPC) advertising, Search Engine Optimization (SEO), and localized paid social campaigns (Meta, TikTok, LinkedIn).
- Audit property websites and Internet Listing Services (ILS) like Apartments.com or Zillow for brand compliance, content accuracy, and user experience conversion.
- Manage regional online reputation management protocols, ensuring timely and strategic responses to Google, Yelp, and J Turner Research (ORA) reviews.
- Leverage CRM platforms (RealPage) to monitor lead pipeline hygiene and follow-up compliance.
3. Financial & Budget Management
- Formulate and manage the annual marketing budgets for all properties within the designated portfolio.
- Track monthly expenditures against approved operating budgets to identify variances and optimize resource allocation.
- Vet, contract, and manage third-party vendors, creative agencies, signage providers, and property photographers.
4. Stakeholder Relations & Onsite Support
- Serve as the primary marketing liaison for asset managers and joint-venture ownership groups, leading monthly or quarterly marketing performance reviews as needed.
- Travel frequently throughout the region to conduct site visits, audit physical curb appeal, and align onsite teams on brand presentation.
- Deliver ongoing marketing, revenue management and leasing consultative training to Property Managers and leasing consultants.
Required Qualifications & Skills
- Education: Bachelor’s degree in Marketing, Business Administration, Communications, or a related field preferred.
- Experience: 3-5+ years of progressive marketing experience, with a minimum of 2+ years within the property management, multifamily housing, or real estate sector is highly preferred.
- Systems Proficiency: Hands-on experience with property management ecosystems (Yardi, RealPage, or Entrata) and advanced Customer Relationship Management (CRM) tools is highly preferred. Familiarity with revenue management software (YieldStar, LRO, Yardi Revenue Management, or AIRM) is a strong plus.
- Technical Savvy: Deep understanding of Google Analytics (GA4), localized SEO, business intelligence (BI) tracking dashboards, and digital ad strategy.
- Travel: Ability to travel 10%–20% locally and regionally to interface with onsite operations teams and properties.
- Core Competencies: Exceptional data-driven decision-making skills, creative problem-solving under tight vacancies, a strong grasp of supply-and-demand pricing principles and client-facing presentation capabilities.
Compensation & Benefits Benchmark
- Salary Range: $70,000 – $90,000 annual, based on experience
- Benefits: 401(k), comprehensive medical/dental/vision coverage, Paid Time Off (PTO), and housing discount if living at a managed community.