TC AM 003 - Niching, AI in the Wild, and Multifamily Leadership

Become a more focused creative with this mindset.

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Good Morning 👋 – Chris here.

Welcome to the Transforming Cities A.M. Edition.

A simple Saturday read in under 5 minutes.

One of the hardest things to do in business (and life) is to say no.

Whether in-house, onsite, or within a team that partners on real estate projects, I’m confident you’ve worn many hats. 

Too many hats at once, I bet. 

Where Things Go Wrong

This is a true story that’s evolved over the last 3 months. 

A partner reached out with a laundry list of marketing items. Small, medium, and large. In theory, I knew we could handle it all.

So, wanting to help, the obvious answer was yes. 

We went back and forth on scope, clarity, expectations, etc. I delivered my recommendation with an estimate, and ... it sat unanswered.

A few weeks later, this partner came back with a re-prioritized list. 

So the conversation restarted, we nailed it down and out went a new estimate. That one also sat there.

Finally, just last week, a new-new-new list came back. Same story, same conversation, and the same outcome.

I later found out that it all boiled down to the partner price matching with local vendors. They were trying to make it work, and we were trying to make it work, but it simply didn’t add up.

What they were asking for was just enough outside of our wheelhouse (e.g. magazine ad campaigns) that our fees didn’t make sense.

I get it.

But, the time and brain power spent trying to make it happen - crunching the numbers so we could do it all - is exhausting when I think back.

Being the Best at [Niche]

There are a ton of people that want to be everything to everyone. Maybe some of those local vendors they spoke with can “do it all” for them. 

But this situation reminded me that the best way to stand out and be valuable as a marketer is to become the best at, and be known for, one thing.

(I feel the gasps from some of you, but hear me out.)

I’m not saying that you shouldn’t “know enough to be dangerous” with various tools in your belt, but I am saying that trying to be the best when you aren’t can get you into trouble.

With pricing, timing, and (especially) execution.

To be honest, I am happy we didn’t get the magazine ad campaign project. I can’t remember the last time that was part of a project for us.

Saying no upfront would have been the best move for everyone.

Familiarity via Engagement with a Relevant Network

This slogan is something Justin Welsh has said in the past, and I agree with him completely.

If you can become known for one thing, claim your niche, and then help people who are interested in it, you’re more than halfway there.

This idea holds true for your job, your side hustle, how you present on social media, and in everything you do as a marketer moving forward.

Think deeply about your secret sauce, and then build complementary skills. Stop saying yes to things that don’t help those efforts.

I’m a __________ that also __________ .

“I’m a social media manager that also creates stunning ad campaigns.”

“I’m a brand designer that also creates fun, quirky illustrations.”

“I’m a RE developer that knows code law in and out.”

Try to define your core skills, nurture and grow them, and do your best to say no to the opportunities that pull you away on a tangent.

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AI in the Wild ☝️

I'm not sure about you, but I've noticed my favorite apps releasing some version of AI-powered tools lately.

So far, I've seen this in writing tools, social schedulers, course creators, and more.

• "Write your page in seconds."

• "Use the AI Assistant for caption and idea generation."

• "Generate new content ideas now!"

Just last week we were talking about ChatGPT as a new thing. And today, we're already seeing companies rapidly iterating ana rolling out valuable bonus functionality... by leveraging AI. 

Where are you seeing AI incorporated in your tech stacks? 

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Multifamily Leadership

I get referred to many podcasts and listen to multiple, but an interview rarely makes me stop and think.

Barbara Savona's latest guest, Mike Brewer, 100% had me taking mental notes the entire time. I literally ordered 3 books while listening because I want to know what Mike is taking into his brain.

During the 45-minute conversation, Mike dives into daily scheduling, multifamily leadership, AI, and more. 

Simply a beautiful episode that I invite you to check out!

Watch & Listen Here: Sprout Marketing | Apple Podcasts | Spotify

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That's all for this Saturday.

If you enjoy this newsletter and its added value for you, the best compliment you could pay me would be to share it with one person and encourage them to join us.

My eyes are open for feedback, too. Let me know what content you enjoy and want more of. And, of course, what you find less valuable.

See you again next week.

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When the time is right, I can help in a few ways:

1. If you want to learn more about bright development and marketing minds in real estate, subscribe to Transforming Cities on your favorite listening or viewing apps (Apple, Spotify, YouTube).

2. Follow me on LinkedIn for daily posts about real estate marketing, improving your voice as a professional, and the occasional personal growth habit. You'll also be the first to catch Transforming Cities Live announcements.

3. My team at Authentic thinks of a multifamily brand as building a business asset. Get in touch if you're ready for a premier approach to brand identity, marketing, web, and lease-ups.