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Targeted Apartment Marketing For Qualified Traffic – Bedroom Versus Office

Apartment Marketing for Qualified Traffic

I absolutely love targeted apartment marketing ideas, as long as they are within the confines of Fair Housing rules.  I recently found this conversation about a marketing approach that catered towards professionals versus students.

Apartment Marketing for Qualified Traffic

I want to note that the point of sharing this is not to advocate against students by saying they are bad renters, but rather highlight how property managers use targeting strategies to fit their particular goals.  It just happened that these property managers favored professionals rather than students, but there are obviously countless strategies that would work in the opposite way to attract students. 

It appears that the fear of Fair Housing often leads property managers to water down their apartment marketing to appeal to every single person possible, but I think this is a brilliant approach to using the wants/needs of their target demographic to drive interest from a particular group.  (Although their use of "young" is probably not appropriate from a Fair Housing perspective)  Anything that (legally) gets us out of the one size fits all mode I think is a step forward, in my opinion.

(To some property managers who have been in this industry a long time, targeted marketing like this is nothing new, but please keep in mind that we always have a fresh group of new, inspired property management professionals who are looking to expand their knowledge!)

Brent Williams is Chief Insider of Multifamily Insiders.  You can connect with him on LinkedIn or on Facebook.

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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......
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