Top Marketing Strategies from a World-Class Asset Manager

In a recent episode of the Building Blocks podcast, host Eden Chai sits down with Brendan Van Deventer, the founder of CRES, to explore the intersection of asset management and marketing. 

He shares his unique perspective on how world-class asset managers approach marketing strategies, balancing cutting-edge technology with the human touch. 

This article highlights the key takeaways from their conversation, offering valuable insights for property managers and marketing professionals alike. 

For the full discussion, you can listen to the entire podcast episode here.

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Brendan’s Approach to Technology in Marketing

Brendan’s approach to marketing highlights the power of technology in streamlining processes, but he also stresses the importance of not letting it overshadow human insight. 

Let’s explore how he balances innovation with practicality to maximize results.

Technology’s Role in Streamlining Operations

Brendan believes in the value of technology in optimizing daily operations for PMCs, especially when handling multiple properties. 

Tools like Radix for automated market surveys and Consumer Fusion for review management have significantly reduced time spent on manual tasks, allowing teams to focus on more strategic efforts. 

As he explains, “It’s utilizing technology in a way that helps with organization, more than driving the value.”

Avoiding Over-Reliance on Automation

While technology is crucial, Brendan warns of the dangers of relying too heavily on automation. 

He points out that technology, when used without proper oversight, can lead to costly mistakes like mispricing units or missing key market insights. 

"The managers themselves, the leasing professionals, and the regionals and VPs now don’t have as good of a grasp on what’s actually going on in the market," he notes, emphasizing the importance of human involvement to provide context and ensure decisions are informed.

The Need for Human Touch

Despite the growing role of technology, he stresses that the human element remains essential in property management. 

Personal interactions, especially in areas like follow-ups and customer service, help build trust and ensure that no critical details are overlooked.

Personalization Over Full Automation

While automation plays a role, Brendan views personalization as key to building relationships with prospects. 

Leasing agents can use technology to enhance, but not replace, their ability to provide thoughtful, tailored communication. 

An approach like this helps prospects feel valued and are more likely to engage positively with the property.

Striking the Balance Between Tech and Accountability

Technology should empower teams, not remove their accountability. 

By integrating tech thoughtfully, property managers can boost their efficiency while still maintaining control over key processes. 

"It’s about using technology to give them kind of superpowers," Brendan said, explaining that tech should elevate staff performance rather than replace human decision-making and oversight.

Maximizing Marketing Budget Efficiency

As marketing budgets grow, Brendan stresses the need for smarter spending. 

Rather than increasing investment in platforms without clear results, he warns against the common trap of overspending. 

Tools like Apartments.com may seem essential, but Brendan argues that it’s crucial to assess whether the extra dollars are actually delivering value. 

Tip 💡: Focus on efficiency—measuring what works and guaranteeing each dollar is used to generate meaningful returns.

Navigating People-Driven Strategies

The strength of any property management operation lies in the quality of its people. 

Strong, hands-on leadership at both the regional and VP levels is vital to ensuring consistent success. 

Prioritizing employee engagement can often outperform even the most sophisticated marketing strategies. 

Offer meaningful incentives to foster a culture of accountability, helping management teams deliver results and drive long-term growth.

Success in property management hinges on balancing technology with human insight. 

Those who invest in both their tools and their teams will stand out. 

As the industry evolves, will you be ready to lead the way?

What was your biggest takeaway from this article? Let us know by leaving a comment below!

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