Even though the peak leasing season is winding down, there's still a steady stream of renters looking for a new place. People move for various reasons throughout the year, such as job changes, lifestyle shifts, or simply the desire for a fresh start. These potential new residents are often more motivated to move and looking to find a place quickly. By continuing your marketing efforts, you can be sure your property is ready to capture these renters and help fill any occupancy needs. While it may be tempting to settle into the cozy comforts of the Fall season, it’s prime time to capitalize on remaining leasing opportunities and set the stage for long-term success. 

In this first installment of two, let’s explore reviewing all your programs and testing a lead through your entire marketing flow.
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Harvest time for marketing success: A seasonal check-in

It’s always good to take a fresh look at all your marketing. Everything from emails and chats to listings and reviews. You know, all those trigger programs that were set up who knows when? In the hustle and bustle of peak leasing season these important touch points are often overlooked. Now is a great time to review your programs and ensure they are still meeting the needs of your community, and just as importantly, representing your property in the best way possible.

It is always a great practice to test a lead all the way through your marketing ecosystem. What emails do you get, and when? Are the emails driving to action to schedule a tour or to apply? Are all the property contact details up to date? What about your SMS? Does it align with your email communication or just repeat the same thing in another channel? 

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The following are some additional ideas to consider to maximize the leasing traffic this Fall and ensure your programs are optimized for maximum occupancy.

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Is your ILS robust and up to date for digital search?

Even with the ever-evolving menu of digital channels available to today’s marketing teams, ILSs are still one of the preferred methods for apartment hunting and are the workhorse in your marketing mix. About 93% of all renters aged 18-34 say an ILS is an influence at the beginning of their search, and 87% say this channel plays a key role in selecting a community at the end of the process, according to Rent.’s 2024 Renter Preference Report.

ILSs appeal most to visitors when they offer a deep dive into a community and its features, including floor plans, availability and information on amenities and features. Does your listing include images of the common amenities along with images from the various unit types offered at the community? Today’s consumer has come to expect a lot of images. For a package of white socks on Amazon, there are 10 images and one video, and the cost of the pack is only $19.99. Consumers can consume a lot of pictures in a few quick swipes, and you need to be sure your listing has a robust amount of pictures to adequately showcase your property. They are looking for their next place and looking to spend a lot more than 20 bucks, so take the time to provide lots of images. They will stop consuming (swiping) when they have what they want.

Also, remember price is a major factor in deciding where to live, so be sure your listing has up-to-date rent rates as well as highlights any leasing or move-in specials. Lastly, be sure you are ready when they are ready to tour. It is best practice to allow the renter to schedule a tour directly with the property with just a few clicks. If you do not have tour integrations with your ILS provider, now is a perfect time to enable the service. After researching a property, 22% book a tour within 30 minutes, 47% book one within a few hours and 61% schedule one within 24 hours, according to Rent. research. Without self-scheduled tours, you might just miss out on your next resident. 

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Is your property website optimized? 

‍Renters are hungry for up-to-date, specific information about a potential property across all platforms. Ensure that the property's website is not only visually appealing but digitally showcases a specific community's key features and amenities. One in three renters still visit property websites for search purposes, looking for immersive experiences that bring a community to life via virtual tours, 3D floor plans and high-quality multimedia content. Sites should be feature-rich with user-friendly tour scheduling and AI that can collect basic data for onsite teams and answer basic questions for prospects. Don’t forget to feature up-to-date reviews from your residents. This goes a long way with potential residents. 

Is your social media presence engaging?

‍A solid social media campaign should stop thumbs from scrolling and push prospects to seek additional information on a property. Social media, including platforms like TikTok, can be the perfect place to create a sense of urgency in real time. Make sure that marketing teams place priority on the social media platforms that align with the target demographic’s preferences. For example, few renters from Gen Z are going to see a campaign on Pinterest when they’re heavily investing screen time on TikTok. Have fun with it, go for the money shot or even feature residents to make it easy for the potential renter to see themselves living at your property. Just remember, after checking out your social channels, they will more than likely visit your website—another reason to keep your websites relevant. ‍

‍While the peak leasing season may be coming to an end, there's still a steady stream of renters searching for new homes. To capitalize on these opportunities, it's essential to maintain a robust marketing strategy. Regularly review and update your marketing materials, ensuring they accurately represent your property and engage potential residents. Leverage digital platforms like ILS, website and social media to reach your target audience effectively. By optimizing your marketing efforts, you can attract motivated renters and maintain a high occupancy rate throughout the year.

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The second installment focuses on your online reputation management, geofencing, digital display, the importance of phone calls and the evaluation of marketing.

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This article was originally published on Multifamily Insiders on November 1, 2024

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