Meet Our Lineup: Christopher Beckwith-Taylor

by | Nov 7, 2018 | News, Team 30 Lines

Our 30 Lines team is thrilled to introduce you to the newest team member, Christopher Beckwith-Taylor.

Chris is a marketing innovator, known for progressing the multifamily industry forward with his behavior-based, data-driven approach to digital strategy. He joins our team as the Vice President of Client Strategy. In his role, Chris will guide all strategic digital and technology initiatives across 30 Lines’ growing business portfolio, and partner with 30 Lines clients to achieve their business objectives and deliver more impactful results.

Without further ado, please allow us to introduce Chris! Read on for a chance to get to know him a bit better – in his own words. Feel free to keep the welcome wagon rolling by reaching out to him directly via email (ctaylor@30lines.com).

How did you get into the multifamily industry?

I moved into my first apartment in Richmond, Virginia back in 2006 and during the first few months of my lease, the property manager asked if I would be interested in joining the company as a new leasing consultant.

Tell us a little about your last job.

My last job was with The Franklin Johnston Group as their Vice President of Marketing. At The Franklin Johnston Group, I was responsible for the strategic marketing and leasing of The Group’s entire portfolio of 15,500+ conventional, senior, and affordable assets along the East Coast from Rhode Island to South Florida.

Why do you enjoy the marketing field so much?

There are three reasons: People, Creativity, and Technology. When I say People, I mean customer relationships and behavioral psychology. The goal of marketing is to change customer behavior and drive action, whether that’s to build authority, encourage word of mouth, or drive a purchase. It’s about creating a win-win. Customer-centric marketing benefits organizations by building authority, loyalty, and sales; it benefits customers because a company’s products or services meet their needs, solves a problem or fulfills a wish. The creative aspect of marketing for me is data and campaigns that achieve whatever the desired customer action might be. Notable creative is emotive, memorable, and even risky. I continue to be fascinated by the magic that marketers make with technology. The benefits may be as simple as the efficiencies gained using marketing automation or as powerful as the personal connections that social helps facilitate. The right technology tools provide marketers with access to data that leads to the surprising insights that might reframe a single campaign or an entire marketing strategy.

What’s your proudest professional accomplishment to date?

My proudest professional accomplishment to date was being recognized by The Franklin Johnston Group’s board of directors for taking the company’s marketing light years beyond where it was when I first arrived back in 2015.

Tell us about some of your other experiences in marketing and technology.

Other experiences in marketing and technology include:

  • Customizing property mobile apps designed to optimize communication between onsite teams and residents
  • Implementing artificial intelligence tools such as floor plan/community match and chatbots
  • Launching a CRM and building out automated lead nurturing campaigns based on what stage of the cycle renters are in their apartment search
  • Delivering a results-driven strategy to search, social, and paid advertising campaigns, including retargeting efforts
  • Automating new renters’ relocation experience with implementation of an online relocation concierge system

Who do you think is implementing innovative marketing outside of the multifamily space?

Zappos – not only do they provide a 365-day money back guarantee, but they also have free shipping both ways, should consumers decide to return or exchange products purchased on the site. This company doesn’t have to work hard to market its online presence – its policies are so appealing to consumers that shoppers are eager to sing the company’s praises to one another in a completely organic (and viral) fashion. The company’s social media campaigns focus on what the customer wants and needs, not on what they wish the customer wants or needs. This is key to any effective digital strategy. Listen to your audience and plan accordingly.

What are you most excited to do here at 30 Lines?

I am excited about building relationships with clients and bringing various groups together to form strategies that build more intelligent campaigns, drive more meaningful results and arm 30 Lines clients with smart, strategic recommendations that provide significant value to their digital strategies.

Who inspires you?

Richard Branson. Not sure how someone runs 400+ companies. Even more perplexing is how he seems to be having the time of his life running them. He’s been like that from day 1 when he started Virgin from scratch back in the early 70s. He’s been called the definition of success. It’s not because of his net worth, but because of his happy-as-a-kid attitude. I’m not inspired by his billions – I’m inspired by his joy.

What do you like to do in your free time?

In my free time, I like to travel with my family and friends, ziplining, karaoke, DIY home improvement projects, and hunting for a bargain deal.

What is your favorite “at bat” song?

My favorite at-bat song is “I Won’t Back Down” by Tom Petty. An arsonist burned down Tom Petty’s house while he was in it with his family and their housekeeper. They escaped and spent much of the next few months driving between hotel rooms and a rented house. It was on these drives that he came up with many of the songs for the album, Full Moon Fever, and the fire was a huge influence, especially on this song. “I Won’t Back Down” is a song about reclaiming life and getting past the torment.

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