Multifamily Blogs

This is some blog description about this site

What to Post on Your Property’s Social Media in a Coronavirus World (3 Tips + 6 Content Categories)

There are two realities for the multifamily industry in a coronavirus world:  Reality #1: The priorities and routines of your renters have shifted indefinitely. Reality #2: Your social media strategy can’t stop, it must adapt. Four months into the pandemic and it still seems we are all getting our bearings when it comes to being active on social media. But it’s time to settle into the new normal and start connecting with your audience to meet your goals. When COVID-19 hit, there was a lot of speculation that the multifamily industry was going to experience a significant recession, but in reality, our sector has fared more favorably so far than other sectors like office and retail. If anything, this fact is more motivation to restart the heart of your social media strategy.  Here are three tips we recommend to include in that strategy:  Post in Real-Time (AKA Limit Scheduled Posts) Depending on your normal routine for posting on social media, you may be used to planning out content weeks in advance and scheduling them ahead of time. We recommend to schedule less and publish more in the moment. Often, scheduled posts that are more sales-focused and promotional come off as stale or rehearsed. When your renters see you being authentic, they will respond likewise. Prioritize Conversations Over Clicks This is a hard one to get behind — we know.  However, it’s imperative that you place more emphasis on engagement. New leads and leases will come over time, but you can very quickly......
Continue reading
1168 Hits
0 Comments

Does Multifamily Have a Plan for TikTok?

TikTok grew an astounding 500 million users in 2019 as the app gained mainstream traction across the world.  Similar to the Vine app of years past, TikTok has been one of the hottest startups in social media, and yet on first blush, multifamily hasn’t seemed to take notice.

In our 2019 Social Media Research Report, we analyzed use of social media by apartment communities across the industry, and we found that just one responder was actively using TikTok:

 

On a related note, multifamily didn’t appear to increase its use of Facebook Groups, even when there was a massive push to increase functionality on that piece of the platform:

 

If you would like to see all the results of this study, you can download the full report here. 

 

We would also love to hear your experiences with TikTok or Facebook Groups!  Is anyone effectively using either of these two options in your social media strategy?

Continue reading
1941 Hits
0 Comments

Pet-Friendly Apartment Marketing Ideas

The American Pet Products Association's 2017-2018 National Pet Owners Survey found that 68% of U.S. households own a pet. Last year, RentPath revealed research claiming that 66% of renters are pet owners. In an effort to cater to this growing renter base, many communities have adopted pet-friendly pet policies. Most of these policies allow renters to have up to two pets and they require additional pet rent and a pet deposit.  While much of the pet market is pet-tolerant, not as many communities encompass the true definition of pet-friendly. If your community embraces this pet demographic, there are many ways you can signal to pet owners that your community is a good fit for them. Here are some pet-friendly apartment marketing ideas your community can use to get the attention of pet owners. Search Engine Marketing We know that there is a demand for pet-friendly apartments, but are renters actually searching for apartments this way in Google? Emphatically, the answer is yes. Over the last five years searches for “pet-friendly apartments near me” has grown significantly in popularity. This Google Trends report nicely illustrates this growth.   The popularity for this search term was the highest among the following regions.   Popularity for pet-friendly apartment searches was the greatest among metros in the Midwest, New England and Los Angeles. If you happen to be marketing a community in one of these areas, this is a rental segment you don’t want to miss out on! How can communities capitalize on the rising demand for pet-fr......
Continue reading
4795 Hits
4 Comments

Is Your Apartment Marketing Boring? Try Theming...

Is Your Apartment Marketing Boring? Try Theming...
One quick way to elevate your marketing is through theming... And the fastest, easiest themes to come up with are seasons and holidays. For example, we're in the month of October, which means the start of Fall, pumpkins and Halloween.  An easy way to adapt this in your marketing is to change out any website images with fall like photos. If you're running ads on Craigslist, Facebook or Google Display Network - you can tie in the October month by adding an orange border around your ad photos. This will make them stand out. Here's an example: Additionally, think about making your prospecting emails more fun with Halloween references. Create a haunted apartment at the community for residents. Create a haunted walking tour for prospects that come onsite for a tour. When you start theming your marketing becomes more fun, fresh, and relevant. In many cases you'll be piggybacking on the millions of TV and digital ad dollars being spent by big box stores promoting their own themed/seasonal goods - that's a good thing as you're entering the thoughts/conversation already happening in your prospects mind. Other themes you can use: Winter holidays such as Christmas, Hanukkah, etc. New Year Valentine's Day Start of Summer 4th of July Labor Day Need more ideas? Here's a full calendar of unusual happenings that your marketing could take advantage of. (Note - this website is very old, but still useful)...
Continue reading
1074 Hits
0 Comments

Marketing Automation Crucial to Increasing Revenue for Multifamily Communities

Asking an onsite team to track, nurture and follow up on leads without the use of technology is an exercise in futility. Staff simply do not have the time or resources for efficient lead management.   This is particularly true in the digital age. Renters expect immediate engagement through digital, mobile-based mediums. In fact, 88% of renters want to be reached via email, and 50% want to be texted.   The role of marketing automation in effective lead management. Many view marketing automation as a tool that only benefits marketers. In actuality, marketing automation is critical in the implementation of effective, best-in-class lead management. As such, it benefits leasing teams just as much as marketers.   Because marketing automation helps align leasing and marketing teams around a centralized database of renter information and integrated processes, both teams can work together to attract, engage and convert leads to leases. Leasing agents can spend more time on prequalified leads, closing leases instead of following up on leads that are premature. Then, not-yet-ready leads can instead be funneled into an automated marketing program designed to nurture renter interest until they’re further along in their search process and ready to engage with leasing. This approach creates efficiency across the entire funnel, accelerating demand and conversion.   Marketers who leverage marketing automation are more successful at generating a steadier stream of active leads for leasing. Additionally, this approach can improve conversion ratios by two to three times. Higher conversion rates mean greater spend efficiency and revenue c......
Continue reading
2031 Hits
0 Comments

3 High-Performing Apartment Marketing Strategies to Embrace in 2017

3 High-Performing Apartment Marketing Strategies to Embrace in 2017
The New Year has arrived. And with it, a new set of apartment marketing challenges to face and overcome. For regional managers and people on the front lines of apartment marketing, these challenges mostly revolve around advertising costs and their respective ROIs. But with so many different apartment marketing strategies available, the first challenge is determining which ideas are worth the time. So with that in mind, we put together this list of the three strategies apartment marketers should focus on in order to sign the most leases and maximize their ROI in 2017. #1: Reputation Management Towards the end of December 2016, participants in the weekly #AptChat conversation on Twitter were asked about their main marketing resolution for 2017. The top response? Reputation! @AptChat Q1-A1: reputation! — Tara Marks (Smiley) (@tarasmiley) December 20, 2016   Unlike other methods on this list, it’s hard to really gauge the ROI of your online reputation management efforts. Sure, you know it pays to have a great reputation. But quantifying how well it pays is something else entirely. There’s no way to find out if a single 4.5 Star review directly resulted in a website visit or a lease signing. But when you look long-term, the macro trends speak for themselves. Consider, for example, that 87% of rental prospects will not rent an apartment from a community that holds less than a 3-Star rating. That’s an alarming statistic, one that should make boosting your community’s rating above the 3-Star mark a top priority. And since it’......
Continue reading
1900 Hits
0 Comments

"I need a 1-Bedroom near downtown." The Missed Opportunity in Your Marketing Strategy

"I need a 1-Bedroom near downtown." The Missed Opportunity in Your Marketing Strategy
“Hi, I’m looking for a one-bedroom, maybe a studio, near downtown. It looks like you have a few properties with nice options. Who would I call to set something up to see your apartments? Thanks, Kate” This is a real message received through a client's Facebook page. We see messages like this a lot, coming through a social media channel or the client's website. There's a good chance you've seen messages like this, too. It’s great news. "A lead! She wants a studio. We need to rent some studios!" Except there’s a problem. Our organizations aren’t built to serve Kate's question very well. Our marketing strategies don’t address what she needs at this point in her search. The way we manage leads doesn’t enable our leasing teams to give Kate what she wants. And it’s holding us back from providing a better leasing experience for our prospects. I know what you’re thinking. “Business is good. We have more leads than we know what to do with. We need to focus on getting our leasing team to answer the phone more and respond to online leads.” All true. But the more you can do to move "up the funnel,” the sooner you can qualify the prospect, identify your best prospects and ultimately help them find their perfect place. Let me show you what I mean. If you break down how people shop for apartments, we see that very few know the property they want by name when they start their search (top of the funnel). A few ......
Continue reading
5210 Hits
8 Comments

It's More Than Content: Seven Things Your Property Website Needs Now

It's More Than Content: Seven Things Your Property Website Needs Now
If you attended the Multifamily Social Media Summit last week (or followed along online), you probably saw a recurring theme: Having the right content strategy for your website is key to your online success. You may have even seen a chart circulating that outlines the features prospects are looking for on your site. Take a look: Do you have these features on your community website? @judybellack #multifamilysms2014 #nmhc #multifamily pic.twitter.com/lpFcNEnRl2 — On-Site.com (@OnSitedotcom) January 30, 2014 I'll say it right now ... this isn't a "nice to have" list. Almost every one of these are "must have" items for your website. Here's the full list: Floor plans with prices Availability of floor plans Interior photos Ratings and reviews Common area photos Neighborhood map Interior video Pet policies Common area videos Info about the property's "green" features Beyond the Basics: Add These to Your Property Website This is a good starting point, but honestly, these are things prospects expect to find when they get to your site. So while we're at it, here are a few more things you should add to that "must have" list: Contact Info with Office Hours When someone hits your website from a mobile device, they're likely ready to make a buying decision -- they probably want to visit your property to see the place. So it stands to reason that your website displays your address, phone number and office hours. Prominently. Don't make it hard for prospects to find you. Landing Pages If you're running ads o......
Continue reading
2692 Hits
0 Comments

GENERATION Y: When I Grow Up I Want to "Share" a Car

                   According to a recent Consumer Expenditure Survey, released by the Bureau of Labor Statistics, half of a typical family’s spending today goes to transportation and housing—unless you are a member of Generation Y. It appears that this often misunderstood generation has now turned against owning a car. ·         According to research, in 2010, adults between the ages of 21 and 34 bought just 27 percent of all new vehicles sold in America, down from the peak of 38 percent in 1985. Miles driven are down and the proportion of teenagers with a license fell, by 28 percent, between 1998 and 2008. Auto makers are deeply concerned that Generation Y does not care about vehicles nearly as much as they do about their iPhone. General Motors has enlisted the youth-brand consultants at MTV Scratch to give their vehicles a Gen Y edge while Subaru is trying to get the emotional connection right with Gen Y using social media. Generation Y (80+ million) is even larger than the highly influential Baby Boomers (78 million) and their lack of interest in owning an automobile is alarming. They are “hugely significant in terms of raw numbers alone,” said Sage Marie, a senior manager at American Honda. “Capturing their business and ensuring their loyalty is crucial for the future. Understanding this generation is a step that cannot be overlooked when attempting to market to and retain them.” While automobile sales are down, car –share is up! Have you ever heard of Zipcar? It is a car-sharing......
Continue reading
2516 Hits
4 Comments

What Lionel Richie Knows About Marketing

The year was 1984 and the last thing I was thinking about an article I would be writing decades later for my marketing career. My head was full of ideas for my Sadie Hawkins Dance outfit and my date for the night. I popped in my favorite cassette tape called "Can't Slow Down" and started singing along with Lionel Richie. "Hello" became his most popular song of all time as it hit number one on 6 music charts. Executives at Motown Records hum this song because it helped lead the way for this album to be the best selling in the history of the company. Can you hear it in your head? Sing along as we talk a little marketing. When he was young, Richie watched beautiful women walk past but was too shy to talk to them. He thought to himself, "Hello, is it me you're looking for." Years later he started to write a song using the phrase but got stuck and gave up. But his record producer liked the line and urged him to finish it. Richie left this off his first solo album, but his wife Brenda liked it and insisted he include it on Can't Slow Down. And so the famous line was born that became my marketing mantra:Hello, is it me you're looking for?'Cause I wonder where you areAnd I wonder what you doGreat marketing starts with knowing who you want to attract to your product. Who will think this is the perfect home? Who......
Continue reading
686 Hits
0 Comments