Glossary of Multifamily Marketing Technology

Customer Lifecycle Marketing (CLM)

A marketing strategy based on sending specific, nurturing content to leads based on their stage in the customer lifecycle. Customers have different needs and wants depending on where they fall in the customer lifecycle. CLM makes sure every marketing initiative is custom tailored with a unique value proposition for the intended audience.

Ex. A resident may recieve a ‘free carpet cleaning’ special offer, while a prospect might recieve a ‘waived security deposit’ special offer. Each of these offers are enticing to it’s intended audience and irrelevant to the other. Sending the wrong offer would give the impression that you aren’t thinking about your customers and is wasteful spending.

Source: Hy.ly