The Marketing Show with Matthew Kilmurry & Anne Baum

I had the pleasure of sitting down with Anne Baum, Marketing Director at Towne Properties.

Getting to know Anne

In my recent LinkedIn Live interview, Anne shared her passion for collaboration, data-driven strategies, and leveraging tools like ChatGPT to stay ahead in the ever-evolving marketing landscape. We dove into the crucial role that brand and customer experience play in the multifamily industry, where differentiation and consistency can make all the difference in a highly competitive market. 

Anne emphasized that brand and customer experience go hand in hand, shaping the way residents and prospects perceive Towne Properties. By focusing on alignment between brand identity and customer touchpoints, her team has successfully created experiences that build trust and foster loyalty.

We also explored the steps Anne has taken to define and enhance Towne Properties' brand experience, from embracing innovation to using personalized strategies. We highlighted the importance of leveraging data to track KPIs that reflect not just the success of marketing campaigns but also the satisfaction and engagement of residents and prospects.

Anne’s expertise and enthusiasm for marketing were clear throughout our discussion. Her leadership at Towne Properties serves as a great example of how a strong brand and customer experience strategy can drive success in multifamily. With a portfolio spanning over 15,000 apartment units and 115,000 HOA/COA units, Anne leads a marketing team responsible for supporting four business channels and promoting more than 100 apartment communities.