Adrian C Danila Has interviewed someone who said something really valuable to every apartment owner out there! Andrew Layton from Student Qtrs said his property was getting five views per post. Not five thousand. Five. Then he hired a Louisville volleyball player. One post. 76,000 views. He owns a property at Ohio State. Biggest floor plans in the market, floor-to-ceiling windows, best views, walking distance to everything, priced in the middle of the pack. Couldn't fill it. So he goes and walks the comps, and he finds out the rent leader in that market sits three miles from campus. Three miles. Not walkable, nowhere near the nightlife, and Ohio State is a nightmare to park. He asks why. The competitor tells him the owner hired a few football players and told them to start posting about the place. Layton's reaction: "You got to be kidding me." He goes back, hires two Ohio State cheerleaders through a platform called OpenSponsorship, and says the property went 42% to 95% in 90 days. About $650 a month per kid. I've said before that all I ever revealed was how ignorant I was about marketing, because all I did was copy what the other guy was doing. Dan Kennedy called that marketing incest. We are still doing it. Same photo of the same bed, same $50 Visa gift card, same "post more" order handed to a leasing manager nobody ever taught what to post. Here are a few more golden nuggets from this podcast. Walk the parking lot. Five minutes. The cars tell you who your tenant really is and what they can pay. He had a property where the lot was Porsches and Range Rovers and they never repriced it. Then ask a competitor's leasing manager how YOUR property is perceived. On a slow Wednesday they're bored and they will tell you. Your own staff can't, because they can't see it. This is worth watching and taking notes on. Great actionable advice from one of the leading podcasters in our industry.