- Learn how to enhance your property’s online presence by integrating digital marketing tools.
- Make data-driven decisions by leveraging a single-platform solution that streamlines campaign analytics.
- Craft compelling, content-rich listings by seamlessly integrating property details with information on amenities, pricing, and innovative features like 360-degree views to enhance the overall renter experience.
As we gear up for another transformative year in the multifamily industry, it’s crucial to stay ahead of the curve with an effective marketing strategy. The landscape is evolving, and so should our approach. To ensure you get the most out of your marketing investment in 2024, we’ve compiled a list of ten marketing essentials that will set you on the path to success.
1. Embrace the power of multi-channel marketing
In a world where everyone is constantly bombarded with information, it’s essential to diversify your marketing channels. Utilize a mix of social media, email marketing, paid advertising, and other platforms to reach your target audience wherever they are. Geofencing can be a great channel to utilize, allowing you to hyper-target places around your community. Regardless of the channel, the key to a strong integrated marketing strategy is consistency of message. Each touchpoint needs to feel connected to reinforce the property in a consistent fashion to increase brand visibility and drive engagement.
2. Prioritize a mobile-first site experience
With the majority of online users now accessing content via mobile devices, having a user-friendly mobile site is non-negotiable. Optimize your website for mobile users to provide a seamless experience, ensuring that potential residents can easily navigate, explore, and connect with your community on the go. Try it out yourself, on your phone. Can you easily find the information you know your residents want? Is it easy to see amenities, understand availability, view floorplans and pricing, request a tour or apply? If not, make adjustments now, prior to spring leasing season.
3. Protect your rep
Your online reputation is a key influencer for potential residents. Actively manage and monitor online reviews on platforms like Yelp, Google, and social media. Respond promptly to feedback, both positive and negative, to showcase your commitment to resident satisfaction. A stellar online reputation can be a significant differentiator in a competitive market. It is always a good idea to ask for reviews from your current residents. Now is a great time to proactively ask for reviews to be sure you have fresh reviews leading into 2024.
4. Content. content. content.
In 2024, visual content reigns supreme. Leverage the power of high-quality photos and, more importantly, video content to showcase your properties. Video tours, resident testimonials, and behind-the-scenes glimpses create a more immersive experience, capturing the attention and interest of your audience. Be sure your content is thumb stopping to get the attention of your next resident as they scroll through your social, listing or site. Show off your amenities, common areas and your local neighborhood. Today’s consumers are conditioned to keep scrolling and expect more content, including floor plans and 3D-tours.
5. 24/7 is the expectation and it is possible
Artificial Intelligence is no longer a futuristic concept; it’s a game-changer in marketing. Implement chatbots on your website to provide instant responses to inquiries, assist with scheduling tours, and offer valuable information. This not only enhances the user experience but also frees up your team to focus on more complex tasks. Potential residents expect an instant response as they have become accustomed to lightning speed across various other industries. If they can order something and have it on their doorstep in less than 24 hours, why should it take as long to confirm a unit is available or to schedule a tour?
6. Personalization for connection
In an era of information overload, personalized marketing cuts through the noise. Leverage data insights to tailor your messaging and offers. From personalized emails to targeted ad campaigns, customization fosters a sense of connection and relevance. Make the potential resident feel like you know them, understand them, and that they have found their home. For example, if someone has shown interest in pet-friendly amenities, deliver imagery that includes residents and their pets. Or if someone has visited your website and looked at studio apartments, follow up with an email highlighting the current specials for studios. Leasing agents can also personalize their in-person tours based on the potential resident’s interests.
7. Community engagement through social media
Social media is not just a promotional tool but a platform for community building. Regularly share updates, resident stories, and local events to foster a sense of community online. Engage with your audience through comments and direct messages to build relationships beyond the leasing office. Harness the potential of influencer marketing by partnering with your current residents to help co-create content. Their authentic endorsements can significantly impact your community’s credibility. Influencer marketing adds a human touch to your brand and can amplify your reach among their followers. Plus, it can help with retention as well.
8. Back to the basics
Consistency is key. Now is a great time to revisit some of your tried and true channels to ensure the message matches how you want to present your property. It is likely some of these touch points have been in place for a while, even years. Take a moment to look at the emails you send prospective residents, are the images fresh and reflective of any new property updates? Are your subject lines the strongest? Do you have outdated information – hours, phone numbers etc? Likewise, go through your website – your entire website. There is likely content you have forgotten was there (or maybe never knew was there). When thinking about your paid advertising, are your targeting strategies up to date across all campaigns? Broad-based targeting can waste marketing dollars, as ads are served beyond the true target audience. For the most efficient targeting, leverage your data, or work with a partner that can augment your targeting with 1st party, in-market renter data. (If you would like to connect with a partner to help with this, I happen to know one!) Lastly, double-check your business profiles across the various content aggregation sites, including Google, to ensure your property information (and images) are up to date.
9. Alleviate risk with FHA-compliance
Stay up-to-date with local, state and national property management regulations and ensure your marketing materials and practices are compliant. This builds trust with your audience. Marketing solutions that are multifamily-focused and created by Fair Housing trained professionals will help you confidently promote your property across all channels.
10. Data-driven decision making
Last but certainly not least, let data guide your marketing decisions. Analyze the performance of your campaigns, track leads, and measure the ROI of different channels. This data-driven approach allows you to refine your strategy continuously, ensuring that your marketing efforts align with your business objectives. When in doubt, test. Testing new channels and activations with minimal investment just might be what you need to drive increased return on your marketing investments.
In the fast-paced world of multi-family marketing, staying ahead requires adaptability and a willingness to embrace emerging trends. By integrating these ten essentials into your marketing strategy for 2024, you’ll not only maximize your investment but also position your community for sustained success.
Happy Marketing!
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