At PointCentral, we know the key to success in business, be it within tech, short-term rentals, or multifamily housing, is a strong marketing strategy and a dedicated team. That’s why we have an entire team who specialize in knowing who our consumers are, so we can better give property managers and operators the tech solutions they need to ensure their businesses thrive.
Today we’re catching up with Alyssa Duong, our Marketing Coordinator, who’s passionate about tech, real estate, and all-things consumer related, to get an inside view on marketing’s role in a property tech company.
Could you take us through what a typical day as a Marketing Coordinator at PointCentral looks like?
A huge part of my role as Marketing Coordinator is staying connected with the various teams that are vital in making PointCentral marketing the well-oiled machine that it is. These teams include email marketing, public relations, web development, and search engine marketing. When I’m not having these vital team discussions, I’m researching trending industry topics to ensure PointCentral remains in the know of all things happening in the property technology industry.
Establishing processes to measure the success of marketing campaigns is another major part of what I do. Only through this analysis can we determine what works for our company, and this data helps inform and lead our campaigns going forward.
Throughout the year, I coordinate the team’s attendance, booth, and itinerary for trade shows. Industry conferences are key for our business – they ensure we have a brand presence, stay well-informed of movements in the space, and enable us to make those all-important connections with our consumers and partners. We recently attended the largest conference for short-term rentals, VRMA International, and multifamily-focused OPTECH.
I also enjoy working with the graphics team and occasionally helping them with design work. This could be anything from a product sheet, which helps inform clients and partners of tech specifications, to company banners and logos for various social media needs.
Tell us about your background, including your education at Virginia Tech and other companies you’ve worked with. Could you explain how these experiences have prepared you for your current role with PointCentral?
In terms of my education, I majored in Marketing Management and have a minor in Political Science. Prior to my role at PointCentral, I had gained experience in different client-facing roles, including sales and freelance photography/videography for a wide variety of clients. These experiences lead me to become very curious about consumers and their behaviors. Who are they? What do they value? When, why, and how do they engage with a product? How are their decisions formed? What are their needs and habits? These are all vital questions that help me as a marketer to cater to the needs of the consumer.
Overall, my history of dabbling in many different creative mediums has best prepared me for my role at PointCentral. Being the Marketing Coordinator allows me to put all my experience to the test wearing many hats at once.
Have you always had an interest in technology? And what led you to the real estate technology space?
In college, I participated in a start-up incubator program in Washington, DC. This helped me realize how much I enjoyed the fast-paced nature of technology, and that I wished to pursue the field further.
Real estate and tech are two fields that are evolving quickly. I enjoy the innovative nature that continues to overcome barriers and establish new standards through thoughtful design. Real estate is becoming increasingly experiential – something I believe can be difficult to quantify. The ambiguity of experience interests me. There is no limit, no dollar amount, no equation you can manipulate to define a guest experience. It’s strictly qualitative and so uniquely human. It requires care, thoughtfulness, and creativity.
I feel similarly about technology. We are using tech today that seemed unimaginable and completely unnecessary a decade ago. Those same technologies are deemed absolutely pertinent to society now – not for our literal survival – but due to the overwhelming positive experiential nature of the product. Once we have these solutions that add such convenience to our lives, it’s difficult to imagine a life without them.
How do you bring your creative problem-solving skills to your role as Marketing Coordinator?
Being early in my career and new to the industry, I am able to look at current processes with fresh eyes. I believe because of this, I’m able to bring new perspectives, challenge existing protocols, and find new avenues to be curious about when it comes to communicating with our customers.
As a marketing professional, you will be aware of the trends shaping the property technology sector. What are your predictions for the industry’s future?
Considering the upcoming challenges property managers will face, presented by an unstable economy, we’ll see even heavier reliance on automation and smart home technology. This is especially true for those looking to combat rising energy and operational costs by reducing inefficiencies.
As properties begin to scale in quantity, time becomes a precious resource. “If only I had more time…” is a common trend in everyday life, especially in the multifamily and short-term rental property management space. Tech built for automation helps property managers claim back time, freedom, access, control, and improve the security of their units – all with just a few clicks on a screen.
Lastly, is your own home smart tech-powered? And if not, are there any innovative home solutions you would love to have in your everyday life?
Unfortunately, my current home doesn’t have smart home tech technology. I’m living in an apartment unit that I wish had more access management solutions. In the past, I’ve been lucky enough to live in units with these adaptations, and I will say once you experience the convenience of a smart lock, you do miss the benefits it has over a traditional lock and key.
In that previous unit, I was able to remotely allow a friend into my home to bring a delivery inside while I was on vacation with the support of smart access technology. The delivery was a gift – a decadent sushi-grade salmon filet – that arrived early. Had it not been for my smart lock and my great friend, that would have been a very sad day – and an even sadder dinner. The value of this convenience is something not realized until you no longer have it there.
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