Property Marketing Director

Published: 6/14/2022

Job Description

Position Overview:

We are seeking a strategic, creative, and results-driven Director of Property Marketing to lead marketing efforts across our portfolio of multifamily apartment communities. This role will be responsible for developing and executing property-level marketing strategies that drive qualified leads, increase occupancy, strengthen brand presence, and support the financial performance of each community.

The Director of Property Marketing will report to the Director of Property Management and will serve as the connection point between corporate marketing, property management, leasing teams, and external marketing partners. The ideal candidate understands the multifamily customer journey and knows how to translate property features, market conditions, and resident demographics into compelling marketing programs that generate measurable results.

This is a highly collaborative role for a marketing leader who is equally comfortable developing strategy, analyzing performance, managing vendors, and working directly with onsite teams.

Job Duties and Responsibilities:

Property Marketing Strategy

Develop comprehensive marketing plans for individual apartment communities based on property positioning, competitive landscape, market conditions, occupancy goals, and target demographics.

Create and maintain property marketing calendars aligned with leasing objectives, pricing strategies, promotions, and seasonal demand, site-based events, and corporate initiatives.

Partner with regional and property management teams to identify leasing challenges and develop marketing solutions.

Establish consistent brand standards across the portfolio while tailoring marketing strategies to each property's unique identity and market.

Conduct competitive research and monitor local multifamily marketing trends.

Lead Generation & Digital Marketing

Oversee digital marketing strategies designed to generate qualified apartment leads and drive tours and applications.

Manage performance across ILS platforms, paid search, paid social, display advertising, retargeting, SEO, and other digital channels.

Evaluate lead sources and marketing spend to optimize cost per lead, cost per lease, conversion rates, and overall return on investment.

Develop strategies to improve website traffic, lead conversion, online leasing activity, and resident engagement.

Partner with internal teams and agencies on property websites, landing pages, creative campaigns, email marketing, and digital content.

Brand & Creative

Lead the development of property-specific messaging, positioning, campaigns, and promotional materials.

Oversee photography, videography, virtual tours, floor-plan presentations, signage, brochures, digital assets, and other creative materials.

Ensure apartment communities are accurately and compellingly represented across all marketing channels.

Identify opportunities to refresh property brands, improve curb appeal from a marketing perspective, and strengthen the overall prospect experience.

Maintain consistency in tone, visual identity, messaging, and brand standards.

Performance & Analytics

Establish and monitor KPIs for property marketing performance.

Analyze leasing and marketing data to identify opportunities and make informed recommendations.

Prepare regular marketing performance reports for senior leadership and property operations, including recommendations and ROI results for clients and shareholders.

Evaluate marketing effectiveness by source, property, campaign, and market.

Use data and market intelligence to recommend changes to budgets, campaigns, messaging, and channel mix.

Vendor & Budget Management

Manage relationships with marketing agencies, ILS providers, photographers, creative partners, and other vendors.

Negotiate contracts and evaluate vendor performance.

Develop and manage property marketing budgets.

Create marketing budgets on an annual basis and, as needed, develop prorated budgets for property takeovers.

Allocate marketing resources based on property needs, performance, and business objectives.

Ensure marketing expenditures are properly tracked and aligned with approved budgets.

Leadership & Collaboration

Serve as a marketing resource and strategic partner to property managers, regional managers, leasing teams, and executive leadership.

Provide training, guidance, and best practices to onsite leasing teams.

Attend relevant conferences, industry events, and other professional forums to stay current on best practices, emerging trends, and the newest products and services.

Lead marketing meetings and property performance reviews as needed.

Proactively provide unsolicited recommendations and suggestions for adjustments at properties or corporate, as appropriate, without waiting to be asked.

Collaborate with operations, revenue management, development, asset management, and executive teams.

Oversee dedicated marketing staff by establishing clear goals and expectations, providing direction and accountability, and regularly reviewing results and performance.

Support marketing strategies for acquisitions, lease-ups, renovations, repositioning’s, and property dispositions.

Qualifications

Bachelor's degree in Marketing, Communications, Business, Real Estate, or a related field preferred.

7+ years of marketing experience, with significant experience in multifamily, real estate, hospitality, or another property-based industry.

Demonstrated experience managing marketing strategies across multiple locations or properties.

Strong understanding of multifamily marketing channels, including ILS platforms, paid search, SEO, social media, websites, email, reputation management, and digital advertising.

Experience managing marketing budgets and external agencies/vendors.

Strong analytical skills and the ability to connect marketing activity to leasing and financial outcomes.

Excellent communication, presentation, project management, and organizational skills.

Ability to manage multiple priorities and deadlines across a diverse portfolio.

Proficiency with marketing analytics, CRM, advertising, and reporting platforms.

Willingness to travel periodically to properties and company meetings.

Company Overview

Ginkgo Residential LLC is an integrated multifamily investment, management, and redevelopment company based in Charlotte. We currently manage over 10,000 apartment homes across more than 50 communities throughout the Carolinas, delivering quality, value, and exceptional service to our residents.

At Ginkgo, our work is guided by our core values: People Come First, Rooted in Sustainability, Act with Purpose, and Cultivate & Elevate. These principles shape how we serve our residents, support our teams, and care for our communities.

What We Offer

We provide a supportive environment that encourages professional growth and advancement while living our value to Cultivate & Elevate our team members. Our comprehensive total rewards package includes:

Competitive pay with performance incentives

Comprehensive benefits: Medical, Dental, Vision AND company paid coverage

Generous PTO, holidays, Work Anniversary Day Off, and Paid Volunteer Time

401(k) with match, stock options, and professional growth opportunities

Supportive, dynamic work environment with housing perks and parental leave

DISCLAIMER/OTHER DUTIES

This document describes the position currently available and serves only as a summary of the typical functions of the job. It is not an exhaustive or comprehensive list of all possible job responsibilities. Tasks, responsibilities and duties of the jobholder may differ from those outlined. Other duties, as assigned might be part of the job. It is not an employment contract. Our company reserves the right to modify job duties or job descriptions at any time.

Ginkgo Residential LLC is an Equal Opportunity Employer

An equal opportunity employer, Ginkgo Residential treats each individual fairly in all employment decisions without regard to race, color, gender, religion, age, sex, gender identity, national origin, sexual orientation, veteran, disability or any other protected status by federal or local law.

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