00:00.85
julieewald
All right? Let’s get started all right hello everyone and welcome to the allbound awesomeness podcast brought to you by im impressive solutions today I have a very smart, very fun guest Trevor Park Trevor Park is the Vp of marketing for rent dynamics based in Seattle Washington his focus has always been to connect people with one another to provide everyone. He works with with access to transparent and reliable data strategic solutions and world class support as the Vp of marketing for rent dynamics. He continues to work with all aspects of the company to provide creative input and strategic solutions to continue to put rent dynamics at the front of the industry when looking at companies that are both consumer and customer centric as well as leading the industry as rent dynamics continues to grow when Trevor is not working. He and his wife are pretty obsessed with the newest addition to the family little ella born in October she is definitely keeping them busy. They love exploring new parts of the pacific northwest and trying new tequila’s trevor all spits this free time working with not profits to improve their marketing events. Community outreach and corporate philanthropy programs Trevor. Thank you so much for being here.

01:23.80
Trevor Park
Um, I’m really excited I’m I’m really glad you reached out I had a lot of fun working with you back at Betterbot and so it’s it’s great to to reconnect.

01:34.23
julieewald
Yeah, no, I’m really excited to to get caught up and get some of your thoughts on some of the you know current marketing trends and all of that kind of good Stuff. So really quickly. Um, it sounds like you are going to be in my seat. Ah. Pretty soon.

01:53.24
Trevor Park
Yes, um I I took on a big big endeavor called dynamic insights and it is our content series that we actually first 2 episodes are going live today at the time of recording so Friday um. March Seventeenth we’re going live and just a couple hours with our first 2 episodes. Um, it’s it’s a really interesting concept for us in the sense that instead of having just one tried and true here’s the theme for every piece of content we’re we’re breaking it up into kind of four pillar groups. The first is multifamily marketing and we’re meeting with different marketing leaders throughout the multifamily industry. We have another one that is dynamic leaders and so we’re meeting with other leaders throughout the industry the last 2 one of which is focused on like. Philanthropy and doing good and what are people doing to give back to their communities I think 1 thing that’s really interesting about multifamily is every apartment building creates its own little ecosystem of community and people and like. Just social good just through what they can do with their own residents and I want to highlight that I want to like talk a little bit more about it. There’s I don’t think a single focus right now that just focuses just on what that’s happening with and then the final piece is hot takes and so that one’s going to be me going around with.

03:23.90
Trevor Park
My camera to all the events that we’re going to this year um and asking people what their hot take is based off of whatever question I come up with for that specific conference or event and just going to be quick little sound bites that we’ll throw in there so it have 4 different. Types and so each episode might be different or focused on one of those 4 pillars and so it’s going to be It’s going to be different but should be fun.

03:47.37
julieewald
And no, that’s that’s really exciting. So I think people be watching you before her watching you on this So really exciting. So and then.

03:56.38
Trevor Park
Um, yes, yeah.

04:03.61
julieewald
Where will you be promoting it if people want to catch dynamic insights.

04:08.10
Trevor Park
Um, they can they can catch it on on Linkedin. So if they go to rent dynamics at linkedin they can also go to rentynamics.com and we’ll have a url that’s rent dynamicics.com/dynamicdash insights. Um, it’ll also be primarily focused in youtube. It’ll just so happen to also have a podcast audio version available that’ll go live at the end of the month but we’re primarily focused on video and written content that will be shared out so it’ll be it’ll be great

04:38.23
julieewald
No, that’s really cool and speaking of Linkedin. Um, if after this interview everyone should probably want to connect with Trevor go stock him on Linkedin let’s.

04:44.44
Trevor Park
Yes, yeah I love connecting with people so feel free to send me a connection request and reach out.

04:52.45
julieewald
Awesome! So ready to dig into the questions all right? So first of all, you are the Vp Of Marketing Front Dynamics what does your all look like on a day to day basis.

04:57.92
Trevor Park
Let’s go.

05:06.40
Trevor Park
Oh man, it’s it’s a little different every single day I got a great team. We have a product marketer a growth growth marketer that’s starting next week we have a field marketing specialist and a marketing specialist and so every day it’s just a little bit different in how I can support. Team but it’s also we’re very much focused in revenue and how marketing can support and drive revenue. So really my day starts out with looking at what pipeline is looking like and what’s gone cold. That’s where I feel like marketing can really have a good support system is. Kind of rewarming any cold leads that have happened um and then I talk a lot with our sales team and kind of figuring out where they are wanting to get their foot in the door. One of the things that I feel like is ah is a. Good skill set of mine and probably one of my life mottos is connecting the dots for people and so I have a really good knack for identifying who’s the point person at that company that we should reach out to and finding something that I can send to them or email them or message them. That will spark their interest and get a conversation going and so that’s where I kind of start my day and then as the day progresses I dive into product I dive into our company brand I dive into what we’re doing for content.

06:31.76
Trevor Park
Um, we have a like we have a B to C side so we do resident marketing as well as a B Two B side. So We also do client marketing and so figuring out what we need to do for our residents to get them to enroll into our program but then also thinking about our clients and how we can better support them and provide them with all the resources they need to. Use our products effectively.

06:53.10
julieewald
And that’s um, that’s awesome and it sounds. It’s a lot. It makes me tired just listening to to what you’re average today sounds like um, you touched on something as you start your day and as you’re reaching out to folks I was curious about you know.

06:53.29
Trevor Park
Um, yeah, it’s a lot. Yeah yeah.

07:10.71
julieewald
I’m a big proponent of leveraging marketing and sales handing glove letting them be buds breaking down Silos et Cetera. How do you think Sales teams can go about getting the most out of marketing.

07:24.74
Trevor Park
Open dialogue I think is the first and foremost um I feel like and and hopefully nobody in sales takes offense to this but I feel like sales is very much like ah I am I am a sole driver of my own business and. Like you have your sales team and I feel like there’s good collaboration that happens every now and again, but it’s usually need-based versus like just transparency-based and we’ve been really good within rent dynamics to make sure that that’s not the case. So like every month I’m meeting with. At least at least 1 time with each salesperson and asking. What do you What do you want warmed up. What do you need refreshed what kind of content. Do you need this month that kind of stuff and like just constantly asking them questions figuring out what events we can get them in front of. But clients we can do and so that transparency really allows us to be effective because I think our our skill set is like how do we creatively sell something and they are how do I just sell it and so we’re able to kind of bridge that gap a little bit and by having that hand off a little bit more. Open.

08:37.57
julieewald
And no, that’s really awesome and I think transparency is one of the things that it’s so vital throughout an organization to be able to actually get things accomplished in a way that’s going to be the most effective if folks are are holding back and you know being withholding doesn’t really help.

08:47.14
Trevor Park
Yeah.

08:56.44
julieewald
Much of anything particularly there so any other like tips for marketers to best collaborate with sales teams.

09:05.86
Trevor Park
Um, if you don’t already have 1 create a resource center. Ah, that’s easy for them to navigate and pull things from it’s not not a Google google drive folder. It’s not a teams folder. It is. It is like a notion page or it is a a Zendesk page where it has everything that they would ever want in one clear view. So that if they’re asking you for 1 sheeters every week you create a page that’s just dedicated to 1 sheeters and you have them tabbpped to where it’s client. Specificcific product Specificific content specific. So that all they have to do is they type in 3 words and it pulls up the exact 1 sheeter that they’re wanting. Makes your life so much easier and makes their life. A lot easier too.

09:55.54
julieewald
And if we could only convince all of our clients to do something like that.

09:59.45
Trevor Park
Right? It’s it’s not an easy task I would say we’re I’m a year in as of two days ago into rent dynamics and we’re still building our resource center. There’s there’s historic stuff that. Salespeople have been using and account managers have been using long before I started that we are just now finding out about so it’s like refreshing those pieces of content making sure that it’s on brand and then uploading it to the right spot building out the resource for it making people aware of it. It’s it’s a process but I think if you get in a good habit of putting that stuff out there and instead of sending them the file when they ask for it send them the link to the file it kind of helps bridge a little bit more of that like teaching them to fish mentality versus just handing them the fish. Um. So yeah.

10:52.23
julieewald
No I I love it and I I think it’s really important for marketers to remember that they’re not the only ones creating content effective Sales Teams chur out so much content that can be so valuable.

11:01.75
Trevor Park
Um, yeah, oh my gosh I that is one thing so we we have such a cool team in the sense that everybody’s very active on Linkedin. They they all are posting things that they’re doing the fact that they’re going to different markets. They’re meeting with different clients and they can shout that out. That’s that’s our kind of like 1 of our content arms right? There is that we have 9 salespeople all posting things. Daily if not weekly and they tag the company they tag the other companies and it creates this great resource I can I can always see when we have these upticks of who’s posting on what day because you’ll see little spikes of traffic happening because somebody posted about something.

11:52.65
julieewald
And can I say this is like the dream scenario if we convince every organization we work gosh. Yeah, if we could convince everyone we worked with to to engage in this way. It would be just brilliant.

11:55.35
Trevor Park
Yeah, I’m pretty lucky I am I am pretty lucky.

12:10.22
julieewald
Because really when you have a sales team that’s working to help promote and amplify your content to act as a voice to be able to be proactive. You’re able to really amplify so much more than if you were just grinding away on your your brand page and keeping your fingers crossed that someone sees it.

12:28.44
Trevor Park
There is a tradeoff to the or there’s there’s there’s ah, a curve slightly There were not all salespeople like to be active on social and so the ones that don’t like being active on social. It usually falls into 2 categories 1 they just don’t like it. They they don’t like being on social. They don’t like the concept of it but then 2 it’s they just don’t have the time to come up with the ideas or the contents and so we actually I have a notion page that is 30 post themes where it’s here’s here’s the post. Theme here is some general examples of content and here’s what an image or whatever you could post with that content and we create the roadmap for them so that there is very little thinking that they have to do but then they have recurring content that they can create every couple days and they just pull a new theme from it. And we’ll update that thing every couple months and just drum it up with new content ideas so that they can just pull and go it makes it a lot easier for them.

13:26.80
julieewald
And I love that I love it I Love it I Love it so ready to make a hard shift. Ok so in your role I’m assuming that you you know you’re keeping tabs on the latest and greatest in marketing trends. So.

13:31.72
Trevor Park
Yes, let’s do it.

13:45.56
julieewald
What are you seeing that you’re excited about that isn’t related to a I.

13:51.30
Trevor Park
Oh um, well I’m obsessed with what Ai is doing but what’s not Ai driven is actually what we’re doing with content and I would say the the opportunity that’s. Available right now for Linkedin Marketing is huge like Linkedin is has taken this shift from being just a digital resume to being a content driver for us and being able to have thought leaders that are on our team like Mark Wahlber our crro um we got we got Zeke Lucas who is is our Sdr lead and he drives up some really awesome contents Willie Jackson starting to post a lot of good stuff as well. Katherine Spear is leading our dynamic leader series. Um, so they’re driving content through Linkedin and the engagement’s insane like. I would say every post is anywhere from like 60 to 100 likes right? off the gate and then it just continues to build traffic and build traffic and if you’re adding links and resources that are available to people. It’s just going to create this great long tail of of impact and so. Our focus is content and like we create videos that then turn into blog articles that then turn into social posts that then turn into short clips and it just creates this great engine that just drives engagement and drives thought leadership and I feel like we’re.

15:23.85
Trevor Park
We’re not an early adopter of this but I feel like we’re kind of in that like that that we’re preaddot like before everybody’s getting on it like Facebook like I feel like we’re we’re right before that cusp and now is like the best time to jump on it. Um, and I think long form content’s going to also reign supreme because. Chat Gpt and all of that not to like the rail but they need to pull content from somewhere to get those resources and that knowledge and so seo is going to take a completely new shift on how Ai scrapes your website for content to pull resources from your pages. So even though seo is going to slightly change in how like Google Pulls search engines or search keywords ai is still going to very much use that information the site to use as reference like that kind of stuff is going to be really impactful too.

16:19.44
julieewald
And now I think you touched on a lot of really great stuff. But I think that a lot of folks really under utilizilize Linkedin and they they think of it like oh it’s like Facebook for business. It’s not. It’s it’s so much more.

16:32.30
Trevor Park
Yeah, no yeah and I think people that are able to talk about the realm of their business but with a personal aspect to it like not getting too in depth of like.

16:38.68
julieewald
Ah.

16:49.23
Trevor Park
Like here’s my family photos and my kids vacation but more of here is how I am being a professional leader but also that happens to be a parent or a partner. Um and having that viewpoint brought into a very like in some cases dry content. Otherwise it takes it from having a list of like here are the top 5 reasons that I love marketing to hear the top 5 reasons as a Dan that I love marketing that does this and it like it personalizes. It gets people able to connect with it. But it also informs and a really like. Good way that people want to see that content over and over.

17:30.93
julieewald
And that’s really important that personalization aspect and making it and being going back to transparency but the idea of transparency and even vulnerability really being able to make that human connection that otherwise as you said just is really dry court corporate content.

17:45.92
Trevor Park
Um, yeah.

17:49.78
julieewald
But making it something relatable that someone can actually you know read and see or engage with and be like I identify with or identify with you as a person so very cool. So speaking of Ai and chatchi PT um

17:57.40
Trevor Park
With her.

18:09.50
julieewald
What are your thoughts.

18:12.60
Trevor Park
I mean I I love where ai is going I worked for a chatbot company before rent dynamics before that I worked for a data analytics company that employed Ai um so for the last.

18:30.58
Trevor Park
5 years I mean even before that when I was at that compass like there was an ai aspect that we brought in for leasing or for um listings and so the implement like the the way that you can imply data into insights I think is probably going to be the most important thing for Ai. To be utilized for like being able to have something tell you what something means in a more digestible fashion. Be it an article. Be it your actual data numbers like ah 1 of the things that I I tried doing is. I entered in one of my reports because I wanted to create some like very high-level summaries that I just I was in a brain fog I’m like I don’t know how to summarize this can chat do it and so I entered in all of my lines I entered in here’s the data points that I have for this and I said can you summarize this in 3 bullet points of the benefits of this. And they bullet one was how is month over month comparing and the impact that it’s causing um bullet two was where’s the trend that we’re seeing and what are we projected to see in month four um and then the final one was here are some resources. To fix the downward trend that we had in 1 of our lines and I didn’t have to come up with any of that it like it automatically read this data set for me and translated it into something that I wanted to know so being able to like understand what prompts to ask your Ai is.

20:03.79
Trevor Park
Really going to be a skill set that people are going to have to employ like now versus 5 years from now and so that part I’m really excited about the other sign of stuff is just like content and. I don’t use it to write the content but I use it to ideate the content and I I have like Adhd mind I have a thousand things that are constantly going in my head. But I don’t have like a good filter and chat gbt is that filter for me and so I can ask chat gbt here are 15 ideas that I came up with while I was on the treadmill which one do you think has the most opportunity to build long form content with and it will pick the top 3 and it will give me summaries of where I can take that content and then instead of me coming into the office and being like okay I have 15 pieces of content which one am I going to focus on I come into the office with 3 pieces of content the direction that I’m taking those 3 pieces of content and then I’m I’m off to the races. So. I think there’s a lot of opportunity there too for ideation versus like creation.

21:16.62
julieewald
Yeah I One of the things we’ve talked about with some other folks is about you know, like chat Gp T and like the way could you know possibly I don’t want to say replace but augment Junior copywriters and things like that. But.

21:28.49
Trevor Park
Yeah.

21:33.18
julieewald
There’s so much utility as you’re talking about with ideation coming up with topics coming up with high level summaries. Really just that we’ve been using it I’ve been using it around. Yeah organizing thoughts and getting getting more direction using it as inspiration for various pieces of content or thinking like gosh I want to make a video. Can’t quite get my thoughts together. What are the top 3 points to run with so and it also just a quick aside it sounds like you have become the master of prompts for chat gp t.

21:54.21
Trevor Park
Um, and.

22:02.26
Trevor Park
I so I I love testing where I can ask things and so like figuring out how phrasing a question option a and option b generate 2 completely different prompts. Um. It’s also helped me in my communications skill because you need to be very specific with chat gbt. It is not something that infers or or assumes it will give you the exact output that you’re asking for and however you ask it. So if you’re not specific with it. The content will show and it’s really funny because you can see these blog posts that are coming out from people that are like all of a sudden they go from 0 to 60 and they’re posting every single day they got social and then they have a link to their blog and their blog has 15 paragraphs and all of this stuff and you can. You can read through the first paragraph and be like this wasn’t written by a human this is like there’s no personalization There’s like there’s weird grammar syntax and like there’s some things that just don’t fit um whereas like somebody that writes 2 2 paragraphs for their blog article that has just as much meat as the 15 ah, be like has a little bit better. Impact.

23:14.10
julieewald
Yeah, no, very so so what are some other use cases that you’re seeing for Ai and chat vpt.

23:23.20
Trevor Park
Um, ah, um, one is is so I I had a I had a ah.

23:34.54
Trevor Park
Controversial posts a few like a month or so ago about where chat gpt is going to cause some things to be obsolete and um I would say the way that. This is being fixed is like chat Bots that now have the integration for chat Gpt built within the chat bot I think there’s a lot of opportunity there I think turning your website. Into a mini chat gpp because you have ad drift or you have an inner column where you have like like better bot or you have um, who else if I talked to Zuma or nurture boss or whoever you have these abilities to like incorporate chat gpt in there.

24:26.30
Trevor Park
But I think one of the things that is going to be really important is like understanding where those guardrails need to be placed. Um, if you put too many guardrails on it. It’s going to be irrelevant to even have chat gbt integrated with you because you ask it a question. It’s still going to kick back being like I don’t understand the prop. Um, please ask 1 of these 3 questions or click on the button that most relates to what you might want to look to. But if you open it up too far. You can have somebody go completely down the rabbit hole and throw off your metrics because they’re using your website as. Their chat gpt engine for everything that they would have questions on versus questioning about your product and within multifamily it’s really interesting because and I haven’t seen anybody do this yet. So I’m hoping that when this thing goes live either a somebody started doing it or b they use this for inspiration to start doing it. Um, and opening up chat gpt so that one you can use it to translate your chat bot into any language. So when you ask chat gbt to respond to you in? um.

25:32.13
Trevor Park
Finnish or french or italian or whatever it will respond to you in perfect french and italian um I won’t understand it but the person that’s asking it to be like hey I speak italian can you speak italian back that should be first prop number one when a chatbot pops up because right now. Most of them only give you the english version you might be lucky to get a spanish version in this like us. You might be able to get french in Canada um, but not a lot of them have like language variations that easily toggle through so having that translation right? There is going to be awesome. The other piece that’s really interesting for multifamily specific is being able to ask about a community that’s surround like the neighborhood around your community or apartment building. So instead of it having to like you go to a very like boiler plate. This is in south lakeke union Seattle. It overlooks the lake in a very beautiful way. Its west facing views are amazing. Its east facing views are the mountains like whatever boilerplate us chat Gpt it will give you a very great summary that pulls from. So many other resources than just that one website so you can get more context as to what it’s like to live there. Um I did a test in chat gbt and I asked what is this neighborhood like and what’s the crime reports that happen up it pulled blotter crime plotter.

27:02.10
Trevor Park
Reports into neighborhood information saying that in the last six months there’s been 0 disturbances based off of this kind of summary and it gave me the whole insight that I would want for that neighborhood if we wanted to move there told me about the schools. told me about the restaurants it told me about the nearest hospital. It was really cool. Um, but then there’s also the the fair housing side of stuff. Sorry I’m going long-winded on this but I love it. Um, the fair housing stuff is also something that we’re going to have to figure out how we place those filters in with. Questions and prompts to make sure that we’re recognizing all the different class types and and profiles and everything because we don’t want anybody to be offended. We don’t want anybody to be marginalized and so creating those filters that will limit your profile responses a little bit. And then so figuring out what’s the legality of incorporating something like that so that it doesn’t put you in a legal risk is also going to be really important. Sorry yeah, I’m very excited about how you can incorporate Ai into just even just daily functions for q and a.

28:07.25
julieewald
No, this is absolutely brilliant and I I really appreciate your enthusiasm and I I wish more folks were really you know, kind of conceptualizing what you can really how you can best utilize Ai and I feel like.

28:13.87
Trevor Park
Equal.

28:24.47
julieewald
So many folks, they’re still feeling like oh this is that we’re just towing into the future and it’s like oh no, this is the thing we already have stars figuring out how to best how to best harness this? Um, so in terms of other technology and and I think this is our last question.

28:32.89
Trevor Park
Um, who.

28:40.98
Trevor Park
Cool cool.

28:42.72
julieewald
What other tech have you found indispensable in your marketing efforts.

28:49.30
Trevor Park
1 second I’ll show you? um.

28:55.92
Trevor Park
So this is a combination that I swear by um I write a lot of stuff down I Do my web flows in my notebook I do note taking in my notebook.

29:12.35
Trevor Park
But in order to make sure I don’t lose it or forget it or I can start using it properly I take a photo of it and it uploads into whatever system I’m using and I can then easily wire frame something in figma because you can have if you take a picture of a wire frame that you draw. Figma will turn it into a perfect wireframe for you like that kind of stuff is so fun and it keeps you very Creative. So I’m low tech and high tech at the same time but I would say pen and paper is a piece of tech that I will never get rid of and it’s indispensable.

29:46.17
julieewald
It nope love it. Love it. Love it. Love it. So we covered a lot of ground today. Is there anything else before we wrap it up. Any.

29:53.21
Trevor Park
Yeah.

30:01.15
Trevor Park
Um, I’d love to know like what? what are a couple of businesses that you’ve seen any industry. Um, that is really pushing the envelope marketing wise that people can like look into further.

30:13.83
julieewald
Oh gosh I wish I had some really rare answers you know for like for smaller businesses that are doing something that are really revolutionary. Um, but I’ve been really a trade with businesses that are focusing on building communities and how they’re best able to harness those. So one of those that I’ve been really impressed with is loom. Ah loom has been doing a really good job about being to foster community and putting themselves out there in a way that is very earnest, very pardonable and and I would say they have invited me to be 1 of the first people as part of their. Sent me a nice Ragbag. So I might be a little might be a little biased here.

30:52.36
Trevor Park
Ah, oh loom if you’re listening to this when it goes live pick me next we we incorporated through our entire company for training resources tag me.

31:05.11
julieewald
Yeah I think they’ve been doing a really great job. Ah, even though they’re kind of mammoth I do appreciate what Hubspot does with their marketing and how they kind of leverage throughout the whole life cycle of everything from Hubspot Academy through what they do with their inbound cat friends to.

31:12.23
Trevor Park
Oh my gosh.

31:22.34
julieewald
Um, there’s the massive amount of content engine they put out there even how they’ve been shifting how they use is Linkedin via leveraging. Um, oh gosh it’s his name Kyle Jepson to be there. You know from leading hubs but academy to now to be this chief evangelist. Um, that’s.

31:41.36
Trevor Park
Um.

31:42.11
julieewald
Really fascinating as well. So those those are kind of you that I’m like oh man, you guys are doing the right things.

31:45.23
Trevor Park
Those are those are great ones I love what hubspot does because they create content that in some cases has absolutely nothing to do with their product sets but they do it in a way that ties back to their product either just by having a blog article on it. Or like being that like that resource that you just didn’t know as a resource all the time. But anytime I I like type something into Google somehow hubspot already has an article for it and it’s really cool. Um I want to also throw out figma because 1 of the things that I really love that they do is they have.

32:20.29
julieewald
Um, yeah.

32:23.58
Trevor Park
Team members that their sole focus is just using the product and producing content about them using the product they have like just amazing user content that you would or user content. It’s like it’s staff members that. Are using the product in a really unique way. But that’s creating user style content and I love that process I think that is so so Ingenious. So yeah, That’s the third one I want to throw out.

32:54.43
julieewald
Awesome I appreciate you having me back there with the third one. so so I guess that is that is it for today. Trevor thank thank you thank you so much for being one of our guests.

32:58.72
Trevor Park
Um, yeah.

33:07.90
Trevor Park
Thank you I Really appreciate I’m looking forward to it going live.

33:12.66
julieewald
So am I so ah on that note, if you want to follow up with Trevor please find Trevor Park on Linkedin he would love to connect with you and gosh I would love to connect with you too. You know just say hey so ah.

33:26.54
Trevor Park
Yeah.

33:29.58
julieewald
Everyone listening. Thank you so much for tuning it to the all about us in this podcast. We will see you next week.