Cortland has named Carol Hoeller as chief marketing officer in a move to support its vision and growth initiatives. Hoeller comes to the vertically integrated multifamily development and management firm after spending 12 years at IHG Hotels & Resorts, where she led the investor marketing strategy.
In her new role, Hoeller will lead the creation and execution of comprehensive marketing strategies around demand generation, go-to-market planning, brand positioning, resident marketing, and customer experience. She also will oversee institutional marketing initiatives, with a focus on engaging institutional investors.
Prior to her work at IHG Hotels & Resorts, she led executive strategic initiatives at Newell Rubbermaid, The Home Depot, Pulte Homes, and EarthLink.
Hoeller reports to Juan Bueno, president of operations. He notes, “With her extensive experience and a strong history of fostering significant transformation and growth across multiple sectors, she is perfectly positioned to propel our operations forward. Her leadership is set to refine our hospitality-driven resident experiences significantly, and we are excited about the new directions and achievements that will unfold under her guidance.”
Multifamily Executive caught up with Hoeller to discuss her new role, resident satisfaction, and the hospitality lessons she’s bringing to the multifamily industry.
You’ve had a diverse career spanning hospitality, retail, and real estate. What inspired you to join Cortland and the multifamily industry specifically?
My background and Cortland’s vision inspired me tojoin Cortland and the multifamily industry.
I am excited by the opportunity to serve as Cortland’s chief marketing officer, particularly because of my background in home building at Pulte Homes, retail with The Home Depot, and more than 12 years in hospitality with IHG Hotels & Resorts. Joining Cortland feels like the perfect culmination of all my professional experiences, bringing together the diverse skills and insights I’ve gained across these industries. This role offers a compelling opportunity to apply everything I’ve learned in a dynamic new context.
What excites me most, however, is Cortland’s vision, which is built on a strong foundation. We are well-regarded and well-respected within the industry. Our reputation among residents is well-established, as evidenced by enthusiastic word-of-mouth endorsements and positive online reviews. Additionally, our commitment to resident satisfaction has been recognized with numerous awards, highlighting our excellence in service. Cortland is consistently committed to growth and leadership in innovation. We’re forward-thinking in our approach and will continue to be both resident-focused and brand-focused.
What lessons from your time at IHG Hotels & Resorts do you see as most applicable to multifamily housing?
One key lesson from my time at IHG Hotels & Resorts that I view as highly applicable to multifamily housing is the significance of creating a consistent, year-round exceptional living experience. At Cortland, we view our residents not as tenants but as valued guests with us for a more than 365-day stay. This perspective is central to fostering a genuine hospitality-focused experience from the moment potential or current residents step foot in our communities. We aim to build strong relationships and ensure our residents feel cared for throughout their time at our communities by delivering above and beyond resident experiences.
I’ve also learned that innovative construction and design are vital, but what truly sets a brand apart is its dedication to crafting unique, personalized experiences. The opportunity to build a powerful brand, increase awareness, and enhance preference for Cortland—similar to our successful strategies at IHG—is particularly thrilling in an industry with few well-established brands.
Furthermore, I’ve led brands from a design and construction perspective, working closely with our architecture and design teams, concentrating on understanding our key market segments, what resonates with them, and how these insights translate into the physical spaces and experiences we create. By continuing to apply these principles at Cortland, we can better tailor our building designs and amenities with the lifestyles and preferences of our diverse resident segments, ensuring every touchpoint within their living environment is reflective of their needs and desires. This approach will not only elevate their day-to-day experiences even further but also strengthen Cortland’s position as a market leader in the multifamily sector.
What are your immediate priorities as Cortland’s new CMO?
I am truly enthusiastic about immersing myself in learning everything about the business, the key metrics, and our overall objectives within our long-term strategy. Success in our marketing efforts will be determined by our ability to align them closely with what is most vital to the business.
Specifically, we really want to get a bit more sophisticated or advanced in our segmentation. Cortland’s done an exceptional job of understanding its potential and current residents and catering to them. But how do we take that to the next level? How do we gain a deeper understanding of our market segmentation? How do we understand the lifetime value of our residents? And then, how do we use that strategy to help inform how we grow and invest in the future? Addressing these key questions will be a major part of the work we’re going to tackle first.
Technology is rapidly transforming both hospitality and multifamily. How do you see digital tools shaping resident engagement and marketing strategies in the years ahead?
Digital tools are set to dramatically reshape resident engagement and marketing strategies across both hospitality and multifamily sectors. In hospitality, discussions about technology often focus on the visible gadgets that enhance the guest experience, such as digital check-in systems or in-room iPads. However, I believe technology is often most powerful behind the scenes.
So, how can we enhance our marketing and sales operations? How do we refine our targeting strategies and communication with consumers? Furthermore, how do we effectively guide these efforts through the sales funnel?
I’ve been very impressed by Cortland’s innovative technology and data science. Cortland is employing innovative technology to integrate all these elements—from the initial stages of the sales funnel, through every interaction point, right up to the end of the resident’s life cycle. This comprehensive approach is what makes our strategy exceptionally dynamic and effective. As we look to the future, we will continue to push the boundaries of how digital tools can advance our engagement and marketing strategies, setting new standards for the industry.
Resident expectations are higher than ever. What does “hospitality-level” service mean to you in a multifamily setting?
In a multifamily setting, “hospitality-level” service extends beyond the surface amenities and into the deep, personal interactions that form the backbone of our resident relationships. Hospitality and multifamily are both people-driven businesses. Our brand comes to life through the people who work at our communities—full stop.
During my recent visits to a range of our communities, I’ve witnessed the strength of the relationships our community teams foster with our residents. These interpersonal dynamics do not just enhance our reputation; they amplify resident loyalty and brand attractiveness through a genuine trust that is built over time.
To me, hospitality-level service in multifamily means establishing and maintaining authentic connections. It means understanding the unique needs and priorities of our residents and consistently meeting, if not exceeding, those expectations. This commitment is demonstrated not just in courteous interactions but also in our transparency and responsiveness.
At Cortland, every interaction is an opportunity to reinforce that trust and show our dedication to the well-being and satisfaction of our residents. This philosophy of caring deeply about our residents’ experiences, prioritizing their needs, and being transparent in our communications, is what sets us apart and defines true hospitality-level service in the multifamily industry.
