The digital environment gives you the power to transcend physical boundaries and reach your audience wherever they are. Virginia Love, Vice President of Leasing and Marketing for Chicago-based Waterton Residential, thinks that a good online reputation is crucial in today’s marketplace. The company partnered with survey company SatisFacts and their Verified Resident Program to strengthen and promote their brand image. The project utilizes the largest apartment rating site to do additional surveying and direct those answers to additional questions back to the rating site and improve ratings and review scores. “For instance, it’s not about asking whether your dishwasher was fixed. There are additional questions in the survey after you get your dishwasher fixed, and those are the answers that affect your score on ApartmentRatings.com. Since it says that it is from a “Verified Resident,” there is a sense of gravitas. This is not some guy who drove by the property one time and didn’t like what he saw. It’s not someone who lived at a property 20 years ago when it was different management”, explained Virginia Love in an interview for the National Apartment Association.  “That has allowed our associates to tell prospective residents, “These are people who actually live here. These are the ones you want to hear from.” When reviewing your advertising options and devising marketing strategies, one thing you should always consider is the type of audience that your product is addressed to and the tools you have at your disposal to monitor their engagement. When it comes to multifamily marketing, content should be personalized and relevant to prospective clients. For example, things that might entice residents of suburban communities might not seem appealing to those interested in urban lifestyles or high-rise living; you have to find the right balance...