CARROLL Promotes Noah Echols to Senior Vice President of Marketing and Customer Experience
The National Real Estate Investment Firm Promotes Its Vice President of Marketing to Lead CARROLL’s Investment in Customer Experience
CARROLL, a national real estate investment and management firm, today announced the promotion of Noah Echols to Senior Vice President of Marketing and Customer Experience. Echols will continue to lead CARROLL’s marketing function, while also overseeing the Firm’s ongoing commitment to residents through an expanded customer experience lens.
Echols joined CARROLL in 2017 and led the Firm’s marketing transition from an outsourced model heavily dependent on third-party vendors to its current in-house model that supports both the B2B marketing function of CARROLL, as well as the Firm’s multifamily brand, ARIUM. Under Echols’ leadership, the capabilities of the in-house marketing team have paralleled the growth of the Firm in the past five years, adding public relations, reputation management, digital advertising, lead management, creative design, as well as other offerings to its full-service platform.
In 2019, Echols led a rebrand of CARROLL under a “One CARROLL” strategy that united its investment and operations teams. The rebrand marked a new approach to how CARROLL positioned itself as an institutional player in multifamily. Working directly with Founder and CEO Patrick Carroll, Echols focused on building out the Firm’s B2B marketing function that included the formalization of a public relations process focused on maintaining CARROLL’s media presence, including continued recognition by endemic and non-endemic outlets such as Forbes, Inc., The Wall Street Journal, The Business Journal, and more. The partnership grew to include B2B social media strategies, successfully utilizing Instagram and LinkedIn to garner more than one million annual social media impressions for the Firm.
Since joining CARROLL, Echols has been an integral part in developing its data-focused platform. Notable advancements during his tenure include the implementation of a new customer relationship management (CRM) system (resulting in a 50% lift in lead to visit metrics); an automation platform for B2B marketing (resulting in a 21% total impression increase); website consolidation to a central domain (resulting in a 30%+ increase in domain authority for property websites); the introduction of programmatic advertising (resulting in a 53% year-over-year increase in leads); and the development of an AI solution to help scale lead management (resulting in a 29% increase in visits). As a result of these initiatives, CARROLL’s marketing function is capable of producing leads and leases at a cost well below the industry average.
The expanded focus on customer experience comes as CARROLL watched renter expectations evolve during the past two years. Recognizing this evolution based upon general consumer insights and his team’s data, Echols conducted a proprietary study earlier this year aimed at better understanding the shift in these behaviors to inform a roadmap to address the future model of how CARROLL will deliver value to customers. Relying heavily on this data, Echols will combine quantitative inputs with ongoing qualitative feedback from customers to build customer experience programs. These programs will deliver greater value and ensure the Firm’s solutions are keeping pace with customer expectations to drive satisfaction and loyalty in an ever-changing climate.
A marketing veteran with nearly 20 years of experience on both the brand and consulting side, Echols led customer experience programs with large brands such as Post Properties, Coca-Cola, Walgreens, and Nationwide Insurance.
“CARROLL has been focused on providing excellent customer service for years, but as the expectations of renters evolve, we recognize the need to focus more specifically on how we deliver true customer experience. Promoting an industry veteran like Noah who has two decades of experience building customer-centric programs that drive value for both the business and the customer is a foundational piece to our Firm’s expansion,” said Patrick Carroll, founder and CEO of CARROLL. “As the future of work in multifamily evolves, CARROLL will be a driving force, expanding on our capabilities and adapting to new ways of doing business. Noah’s expertise will accelerate this change and I’m excited to see what he’s able to accomplish with this expanded scope.”
“I have had the pleasure of experiencing CARROLL’s exponential growth during the past five years and participating in the Firm’s evolution,” said Echols. “I am energized by finding new challenges to solve and working for a company that is never satisfied with the status quo. I am thrilled to see what we accomplish in the next five years to not only evolve how we do business, but to influence how the industry serves renters.”
CARROLL, a privately held real estate company, was founded in 2004. With headquarters in Atlanta, Ga., and regional offices in Dallas-Fort Worth, Raleigh, Denver, Tampa, and New York, CARROLL focuses on multifamily communities, including acquisitions, property and asset management services, ground-up development and fund management. The Firm has raised more than $4.4 billion of equity through CARROLL-sponsored funds and joint ventures. CARROLL has successfully purchased, developed, or sold more than $20.2 billion in real estate.
The company manages more than 32,000 multifamily units across nine states representing $8.0 billion in assets under management and has purchased other multifamily owner/operators throughout the U.S. CARROLL has also developed student housing, single-family residential, and retail communities, and has managed more than $500 million in construction projects throughout the past 10 years. From due diligence to execution, CARROLL has the internal capabilities and the external relationships to identify, underwrite, and close transactions.