A couple of counters to your points, The short answer is Yes, of course any property management company could create digital content, find and rally the evangelists, lead the evangelists and live happily ever after with a full glass of Google Juice.

So, No, most, the majority of, property management companies will not/cannot do this themselves. You know from your own experience, that writing regularly and consistently isn't something that folks just do. And, producing relevant content isn't something that just spins off by itself. Further, find, rally and lead the evangelists isn't easy or for the faint at heart either.

Lot's of property management companies have trouble just drafting and placing successful Craig's List ads regularly. Too, most apartment Marketing Directors are not up to speed on digital marketing, SEO and the array of stuff required to actually Move the Google Needle, How could they, they have been tasked with Renting Apartments.

So, that's the case for a property management company to use a third party service for digital marketing, they do not have adequate or qualified resources to do it in house.

Regarding what I would do is a rhetorical question, I already did it myself, so it is sort of hard to answer, BUT, getting there alone requires one to be ready to Fail Faster, Skin Your Knees, and Fall Down more than a few times before you figure out what works and what doesn't. I was willing to do that, mostly because I was in a unique position that I really didn't answer to anyone, I didn't have a boss that I needed to convince or prove things to, which makes all the difference in the world.

My last point is, as you say, apartment owners should be “nimble”, but in reality Mike they are not, because folks along the way, up and down the chain of command are afraid, and fear stifles growth and creativity.

Thank you for taking the time to comment…

I can appreciate the enthusiasm in and under the context you put it and in the same respect I feel strongly that astute owners across the PM world can/will mimic the very thing that Sherpa represents – call it needle pegging or engagement. Frankly, owners are likely able to be a bit more nimble and creative with their strategies.

My overarching point/question is why would owners employee a middleman/third party to do what they can do themselves? Urbane is a good example of the point. Moreover, why would you work to load a third party platform with content from your influencers and brand evangelists?

Question: If I were to ask you, today, to give all the content your evangelists have created over to the Sherpa to house, manage, curate and repackage under the premise of creating engagement/community – would you do that? If the answer is no, then why would anyone else?

Thanks again for taking the time as I think it is a good topic…

M

I do think that folks are in for a surprise, and that the Sherpa product is much more than the same song but a different dance. At one end of the spectrum, you can add digital content, such as blogs, and never have a visitor, nor any comments and still move the Google Needle significantly.

But we all know, the real magic is Engagement, and when you Engage Your Social Influencers, you can Peg the Google Needle. We have and continue to enjoy the fruits of that at Urbane. With that, Engagement Brand Camps will start popping up, thus training folks on how to lead Influenceres, and provide a platform for them, will be of great value to our Sherpa Clients

We all say, “Create Community”, however the “Community” already exists, we just need to tap into an engagement with them. Apartment Operators are already doing that, or at least they should be.

Thank you for the Amen – I think this space is ripe for astute leaders like Dan and in the same respect I think there are a number of companies out there in the market place [yours included] that can own there respective MSA's with the very same tools and like kind approach. The next 18 to 30 months are going to be a blast to participate in.

On an aside – love the ugly sweater contest.

Have a great Holiday.

M