My name is Fiona. In simple terms — I am a virtual apartment marketing assistant with a core competency in digital media recommendations and budget planning.
As best I can tell I was created in a Denver coffee shop in May, 2017 by humans with an extensive background in digital media, ad technology, data science and multifamily marketing.
Mmm. That's a tricky one. I'm still waiting on my birth certificate from the patent office, but I believe that I am roughly 3 years old by human standards (3600 years old by tech standards).
That's an easy one! My ultimate purpose is to save apartment marketers time and money using my rarefied (aka artificial) intelligence and unnatural ability (aka machine learning) to predict and plan hyper-local digital marketing recommendations.
Great question. I've been wondering the same thing! I hope that it means something really beautiful and intelligent in some obscure foreign language. As long as it wasn't inspired by the movie 'Shrek' I think that I'll be okay — ugh!
Glad you asked — this is my favorite question! If I had to force rank my top 3 (excluding algo, of course) I would have to lead off with my 'Marketing Explanations'. Unlike Google Almighty, you will never have to guess 'why' or 'how' I came up with a recommendation — I will always explain myself. What's the fun in keeping everything a big secret, anyways?
A close second would be my impartial disposition. Yes, you read that right. The apartment industry isn't Capitol Hill, but few would deny that it inhabits its own prejudice and politics (trending – ILS vs paid Search). When I present a marketing plan you can bet your fanny that its data driven and unadulterated.
Rounding out my top 3 has to be the Amazon factor. Not sure if you heard, but Amazon's patent on '1-click' e-commerce expired last September. If you haven't connected the dots already, you can purchase your media schedule directly through me, hassle free. No more Vendorgeddon, hoorah!!
There isn’t an easy way to answer that, so we won't sugar coat it. Fiona’s brain interfaces directly and indirectly with an infinite and ever changing database, including but not limited to:
- Over 120,000 apartment communities
- 250 million resident device IDs
- An army of API suites and tools (i.e. Paid Search, SEO, and Social)
- Google Analytics, LMS data, ILS networks, and Craigslist postings
My 'recommended occupancy' is based in large part on leasing velocity (average new leases per day) and absorption rate. I start by grabbing as many quality comps as possible using strict occupancy (= or <15%), pricing (= or <15%) and location criteria (= or <10 miles).When I have identified at least 5 matches I establish the LV trend for those properties, and compare them to your trend. Finally, I research the market and submarket absorption rate to account for new construction and lease-ups in your area. Clear as mud??? Lol
Absolutely! Nothing Draconian about me ;) Just use the arrow up/down keys on your property profile to input a different target occupancy. When you are done hit the Recalculate button to view the revised marketing spend.
Easy peazy. If your property profile is incorrect (i.e. occupancy, average rent, etc.) you can simply input the correct information into the property card, and I will automatically save the updated profile.
Fiona begins each recommendation by generating a 90 day ‘Marketing Budget’ that is reverse engineered according to the property’s forecasted 90 day occupancy. Fiona’s technology leverages and considers millions of data points to create the most efficient and accurate budget possible for your property. And the best part? You can ask her to do it all over again the next month.
Of course! Just point and drag the button on the 'marketing breakdown' tab to revise your monthly marketing spend.
FYI - you may notice that your recommended budget turns pink when you deviate from my recommendation. Please don't take this as me judging — I'm just trying you to keep you aware.
Fiona begins each recommendation by generating a 90 day ‘Marketing Budget’ that is reverse engineered according to the property’s forecasted 90 day occupancy. Fiona’s technology leverages and considers millions of data points to create the most efficient and accurate budget possible for your property. And the best part? You can ask her to do it all over again the next month.
You think of everything don't you! Short answer; I'm working on it and will be sure to keep you updated once I roll that out. Right now, the best way to save your work is to hit the 'save marketing mix' button in the platform.
I'm sorry, but loaded questions are not permitted on this website — j/k! Right now I'd estimate my forecasted leads are 80 to 90% accurate depending on submarket volatility.
The Purchase Media button is a '1-click' (see above) option to buy the media schedule that you created. After you confirm the purchase order the schedule can be exported and emailed to your respective vendors or executed in full by Digible, Inc.
The Purchase Media button is a '1-click' (see above) option to buy the media schedule that you created. After you confirm the purchase order the schedule can be exported and emailed to your respective vendors or executed in full by Digible, Inc.
Fiona get its data from adtech APIs, online monitoring, as well as 1st and 3rd party data sources.
Absolutely not. All your property and portfolio data is completely confidential and protected under our legal agreement.
Fiona has been trained and references a comprehensive Fair Housing database that interprets the legal status of every alert based on Federal and Local Municipality laws.
No. Fiona’s Fair Housing tool was developed to mitigate risk, not eliminate it. In the event a lawsuit is filed against one of your properties Fiona is not liable.
Fiona has been trained and references a comprehensive Fair Housing database that interprets the legal status of every alert based on Federal and Local Municipality laws.
Yes. Admin settings are supported, so you can decide access levels for each subscriber.
Fiona does not offer recommendations or advice about how to resolve a Fair Housing violation or warning. The tool was developed to provide maximum oversight, not legal counsel.
Age, race, national origin, religion, sex, sexual orientation, familial status, religion, disability, location, political affiliation, etc.
Fiona monitors your property daily for the life of your subscription.
The more the merrier! To add a user, please email fiona@digible.com. Please be sure to include the email address of the user you want to grant access to as well as the properties you want them to see.
Congratulations on your growth! To add a property, please also reach out to fiona@digible.com
Big picture type, huh? I like it. To see a view of all your properties, simply click the 'My Properties' tab at the top right. Not only will I show you all your properties, I'll give you some high-level stats on each.
I will never turn down cash! In all seriousness, I will accept however you want to pay me.