Ashley McGovern
Director of Content Marketing, Nurture Boss
Ashley McGovern is the Director of Content Marketing at Nurture Boss with over five years of marketing experience in the property technology startup space. Before joining Nurture Boss, she helped build successful marketing campaigns at Realync through its successful exit to Grace Hill. Ashley is also a Chicago-based TikTok creator with nearly 20,000 followers, where she blends her storytelling skills and marketing expertise into engaging, authentic content
4:00 -4:45 PM
Wednesday Day 1-February 24
Workshop Hands-On Tutorial #4: The Anti Influencers Guide to Influencer Marketing in Multifamily
Renters don't trust polished ads anymore. They trust people. Forty percent of renters said social media influenced their property decision, one in five renters say an influencer factored directly into their leasing decision, and 40% of Gen Z treat Instagram and TikTok as search engines. This means multifamily marketers have a new opportunity to win leases with an underestimated channel that some believe "doesn't work."
Lauren Turner can attest. Lauren used to be the person shutting influencer marketing down. She assumed it cost $5,000 minimum, that results couldn't be attributed to leases, and that it only made sense for lease-ups. She was proven wrong. She's now seeing that leases are traceable to creator content at her properties, and most of her partnerships run under $1,500.
This session pairs Lauren, Marketing Manager at Bainbridge who reversed her own stance, with Ashley McGovern, a content creator and Nurture Boss’s Marketing Director, to break down the success of this strategy and the one document that makes or breaks an influencer program: the creative brief. Lauren shows what multifamily marketers need to ask for. Ashley flips the brief around to show what makes a creator say yes and do their best work. Attendees will leave with a brief template built from both sides of the table, not just a case for trying influencer marketing.
Three key takeaways key takeaways attendees can implement immediately:
- Understand today's content and consumer trends and how they're reshaping renter expectations and marketing performanc
- What a creative brief needs to include to protect your brand and produce content that converts: deliverables, usage rights, brand guardrails, and a clear definition of success—Bainbridge generated five leases in 45 days from a single creator partnership
- How to create a creative brief a creator will say yes to and deliver their best work (workshop) + scoping and pricing expectations