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Marketing Tactics to Re-Engage Your Residents in the New Year and Keep Their Leases

With 2021 just around the corner, you’re likely thinking about your residents’ plans for the new year — specifically, are they planning to move?   Along with going to the gym regularly and forming better communication with long-distance friends, moving to a new apartment is often one of the changes renters decide they want to make in the new year.    While it’s not possible to keep a resident forever and there are many circumstances where a resident has to move, there are many opportunities to save leases. Sometimes it can be such a small reason a resident decides to move, and with your efforts, you can eliminate it.   Here are a few highly-targeted marketing tactics to re-engage residents and encourage them to renew their lease with your property:   Utilize Residents’ New Year’s Resolutions It’s a safe bet that many of your residents’ New Year’s resolutions surround health, money, and relationships. In fact, 50% of Americans stated exercising more was a New Year’s resolution in 2020. As well — saving money (49%), eating healthy (43%), and losing weight (37%).   Knowing this, you can lean into it and utilize it in your apartment marketing strategy.   For example, you can increase the marketing of your on-site gym or fitness center. You can show your residents how they can meet their new fitness goals at your property. Here are a few ideas to help get their attention:   Offer complimentary training or group classes Create downloadable individual exercises or an exercise plan that ca......
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New Instagram Algorithm Update: What Has Changed and How Multifamily Properties Can Capitalize

New Instagram Algorithm Update: What Has Changed and How Multifamily Properties Can Capitalize
I know what you’re thinking — again? The Instagram algorithm has changed again?   Yes. It has.   But once you know and understand what has changed, you will know what you need to alter in your Instagram strategy to maximize your growth and success on the platform.   I will also take this moment to say if your property doesn’t have an Instagram account or you have one but you don’t use it regularly — you need to! Why does a change in Instagram’s algorithm matter for your multifamily property? I understand if you’re wondering why how the algorithm works matters for your apartment.    On the surface, the algorithm update can seem like a change for “influencers” to worry about, but it’s something property managers and marketers should take into consideration as well.    Let’s say your apartment’s Instagram has 1,000 followers but each post only receives 10 likes and maybe a comment here or there. This might seem even more puzzling with the fact that the average user spends over an hour each day on the app.    Is this because you share bad content? Likely not.    It’s because most of your audience isn’t even seeing your posts in their feed.    Paying attention to the changes in what Instagram values and adjusting your strategy accordingly can increase the number of your followers that actually see your posts.    This means more eyes on your upcoming lease deals, open units, new amenities, property updates, and so on.  The 2020 Instagram Algorith......
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24 Social Media Contest Ideas for Apartments that Work

24 Social Media Contest Ideas for Apartments that Work
Social media contests are a great way to increase engagement, boost your following, and share your products or services. These social media tips and contest ideas for your apartment can help take you to the next level in your social media strategy. 24 social media contest ideas for apartments: Attend our resident event and post a picture with a custom hashtag to be entered to win Answer a trivia question about your community or city  We’re raising a glass to favorite, local restaurants. Fill in the blank to be entered to win. My favorite local restaurant is:  Follow us and tag your future roommate below Balcony/ patio decorating contest Pet of the month Caption this! Best comment wins Spot the difference between 2 photos Comment with how many of something you can find in 1 photo This or that: vote for your favorite. Baking/ cooking contests – show us your Gordon Ramsay skills Photo scavenger hunt Holiday & seasonal social media contests: Show us your pet for National Puppy Day to win a gift basket from the local pet shop Use an emoji below to tell us your favorite springtime activity to be entered to win Spread some festive cheer and show us your holiday home décor Super Bowl Sunday: comment with your predicted winning score Pumpkin carving contest A pot of gold and all of the green beer your hands can hold. Use an Irish name generator and share your name below to be entered to win a 6-pack of green beer. (21+......
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5 Steps to Hosting a Successful Virtual Open House

5 Steps to Hosting a Successful Virtual Open House
What better way to step up your virtual touring strategy than to host a virtual open house? Hosting a virtual open house enables your team to expand its reach and impact while catering to those unable to tour in person for a variety of reasons. Furthermore, these virtual experiences instill trust and transparency into the leasing process while allowing your team to be safe and more efficient — meaning fewer tours and less face-to-face time required! Let's take a look at some of the best practices for hosting a virtual open house, and a simple 5 step process to ensure that your virtual open house is a success for everyone involved!  1. Schedule Ahead In order to have adequate time to prepare and promote your open house, be sure to choose a date at least one week in advance! As virtual open houses begin to grow in popularity, consider planning out a series of open houses as needed to cater to prospective residents schedules. 2. Promote! After you have created a link for your virtual open house, it is time to spread the word! The promotion possibilities are endless. At the very least, post visuals to all of your property’s website and social channels. Be sure to include the link to register as well. By having prospects sign up, you will be able to check periodically to see how many people have registered and keep pushing posts accordingly. The more attendees, the merrier! In addition to your public marketing channels, send a d......
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Show Off Your Property With Winter Scenes!

I remember several years ago, Houston got a wonderful snow storm, and as you can imagine, that's not a very common occurrence.  So of course, I begged and pleaded for all my Houston multifamily friends to immediately do a photo shoot with their community blanketed with a beautiful shimmering coat of white snow.  How unique would those marketing pictures be!  Unfortunately, I don't know if anyone took me up on it, but today I ran across a home listing that reminded me of the idea.  Yes, it's not multifamily, but I don't think it matters - It showcases how amazing the space is in all seasons, and is something we can do with our own communities!  Have any of you all taken the time to do winter photo shoots of your property?  Autumn?  Maybe spring as the flowers are just about to start blooming?  What about sunrise versus dusk?  What about nighttime with Christmas lights and a warm glow emanating from the windows?  There are so many opportunities, and I'd love to hear what you all have done!

 

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5 Reasons Why Prospective Residents May Be Exiting Your Apartment Website Quickly

We all know that driving potential residents to your apartment website is just half the battle, the other half is keeping them there.  I’ve found that many apartment websites will have high entrance traffic but also an equally high exit or bounce rate. Unfortunately, getting a lot of people to your property website is meaningless if they don’t stay long enough to absorb the important information necessary to take the next step. This next step could be scheduling a tour, adding the property name to their list of potential rentals, or keeping the tab open to return to the website at a later time.  You may be viewing your homepage and thinking that everything looks good, which it probably does, but there could be small things that aren’t keeping people on the page.  Here are the top reasons I have found as to why potential residents leave an apartment website quickly: Reason #1: They don’t quickly see what they’re looking for. One of the major benefits of the multifamily industry is that our “customers” are almost always searching for our “product” with a very high intent level. One doesn’t often browse for apartments the way you scroll through the on-sale shoe page while procrastinating on work. When a user enters your property website, it’s because they are looking for and/or need a new place to rent, usually within the next 3-5 months.  That being said, high intent does not equal patience.  Even if the need to move to a new apartment is urgent, if a poten......
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My Top 5 Takeaways from OPTECH


  I was asked to team up with Mike Whaling of 30 Lines and Greg Isaacson of MultiHousing News to share our top 5 takeaways from day 2 of the OPTECH Conference.  I hope you find these takeaways meaningful!   1.       Explosion of Service and Experience-Based Amenities During day 2 of the conference, physical amenities within individual apartments gave way to a dramatic shift towards service and experience-based amenities.  In a convergence with hospitality, more amenities were focused on the overall community and how the residents interact with it.  Here were some examples we heard: Shifting job roles to provide concierge-based services Towel service and food delivery at the pool Building a personal profile of each resident to understand their individual preferences, and then cater the service to those needs Expanded event planning, such as ski trips, book clubs, and wine clubs Weaving technology into the amenities provided, especially for signing up and reserving amenities Note:  I only covered Day 2, so amenities within the apartments may definitely have been on display in other days.   2.       Coworking While coworking had been a growing amenity in multifamily, COVID has caused this amenity type to completely take off.  With so many offices shutting down temporarily, or even long term, communities are shifting to coworking to provide a space for residents to work from home.  This includes the ability to reserve offices on an hour, day, or monthly basis to provide additional revenue, or providing social spaces for coworking, residents have begun to......
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4 Easy Changes to Make to Webpages to Improve Your Apartment SEO

Improving your apartment SEO can feel like trying to follow a non-existent path to the end of the rainbow where a pot of gold sits — the pot of gold being a mix of higher Google search result rankings, increased web traffic, and more high-quality leads.   The task of improving your apartment SEO can feel overwhelming, especially when you’ve already put significant effort into your website. This is why we recommend making small adjustments to published webpages; this will both maximize your time and the outcome of your efforts.    To kickstart your process and provide you with effective changes you can implement today, here are four easy updates to make across all of your webpages:  1. Optimize Webpage Titles It’s likely no secret that your apartment webpage title, or H1 tag, is important. However, are you familiar with the specifics for SEO-friendly headlines?   Here is a quick overview:   The optimal length for webpage headlines that rank higher in search results is 8 to 14 words. For example, an optimized headline for an apartment website’s homepage would be: “LVL 29 is the Most Luxurious High-Rise Apartment in Plano, Texas.”  Headlines should include the main long-tail keyword the webpage is targeting. As you can see in the example above, the long-tail keyword “apartment in Plano, Texas” is clearly in the headline. An H1 tag should be assigned to the headline. Each webpage should only have one H1 tag.  If you have a lengthy webpage headline that can’t be shortened, the next step is to make s......
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Don't Put Too Much Stock in Your Net Promoter Score

Don't Put Too Much Stock in Your Net Promoter Score
As many who work in multifamily real estate know well, a Net Promoter Score (NPS) is a popular method of measuring customer satisfaction.  But, as we will discuss here, it has significant limitations, from how it was conceived to what it truly measures, all of which should give landlords and managers pause about how it is used to guide property operations and marketing.  A brief primer on NPS: the NPS of an apartment community represents the percentage of renters surveyed who are likely to recommend that community to family or friends by rating it a 9 or 10 on a 10-point scale. Those respondents are the community’s “promoters”. Scores of 7 or 8 are considered “passive” or neutral, and scores of 6 and below are considered to be “detractors”.    NPS is used in various industries, and within multifamily it’s used to measure and manage renter satisfaction, reputation, and can even be tied to on-site employee compensation and bonuses.       The creation of NPS is credited to Frederick Reichheld, with its first public introduction in an article he wrote for the December 2003 issue of the Harvard Business Review (HBR).  NPS gained particular popularity within the multifamily industry around the mid-2010s, as customer service best-practices from other sectors began crossing over into real estate management.    According to Reichheld’s 2003 HBR article, the spark for NPS came from a meeting of CEOs of major companies during which they discussed their strategies and methods for creating customer loyalty.  The CEO of Enterprise Rent-A-Car announ......
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Most Important Web Analytics to Track for Your Property Website (+ How to Read Them)

While with some internal analysis and external research, it’s fairly easy to pinpoint the best ways to attract Gen Z renters or understand the most important apartment SEO strategies to implement, it’s much more difficult to identify which website analytics are the most important to pay attention to. This is especially true for those of us who are not web experts or tracking whizzes.    When it comes to web analytics, there’s a whole slew of options you can track; many having very similar titles and functions. This makes it really difficult to differentiate and choose which to focus on. While, as a marketer, I will always encourage you to track everything you can, I know that the reality of busy days doesn’t always allow for that. So I’m going to simplify.    Here are the top four web analytics my team always tracks for our multifamily clients as well as our own website: 1. Bounce Rate Definition: The percentage of visitors who enter a web page and immediately leave rather than viewing more pages.   In my experience, bounce rate is the first thing to start tracking. I recommend that apartments pay attention to this number before some of the other popular metrics, such as new visitors, because if the majority of new visitors are leaving the page very soon after arriving, then it doesn’t matter how many new visitors you have.    Here are some statistics to give you a gauge for bounce rates in the multifamily industry: The average bou......
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