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They Want It All - So Let’s Give It to Them: Meeting Prospective Renters’ Search Needs

Data is the driver of business. And when that data is solid, operators can be confident in the decisions they are making.   Pivotal data that should be a part of all marketing endeavors can be found by analyzing what your prospective residents want. There are various ways to gather this data, including asking prospects how they found you, what they are looking for in an apartment home, and what their target rent is, but smaller pools of prospects may not provide enough information to draw broad conclusions.   RentPath has nearly 9 million unique visitors to its sites every month, and their search behavior provides valuable insight into what they want from their next home. We closely analyzed this data to get a greater understanding of the search experience and how we can further optimize the process. We then combined this data with information gathered through ongoing ethnographic research, observing renters while they are searching to uncover what they want, need, and expect from the search process.   Based on our findings, here are the top five ways you can ensure you are meeting prospects’ needs:   Be transparent about total pricing picture: It is no longer acceptable to provide a price range for apartment homes at your communities. Today’s renters are becoming accustomed to full transparency about a product or service, as well as the ability to gather information almost instantly. As such they expect unit-level pricing, and they want deposits, fees and any included utilities to be included in ......
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Best Ways to Engage With Gen Z as They Enter the Housing Market

  The multifamily industry has spent countless hours the past several years diagnosing the tendencies of millennials. But just as the industry has started to understand this diverse generation, a new one is entering the market – Generation Z. Gen Zers are even more tech-savvy than their millennial predecessors and are the first generation to grow up exclusively in the digital age.   Members of Gen Z, born in 1995 or later, have never experienced a world without mobile devices—or texting. They grew up with Facebook and left the social media platform for better options. According to Forrester, 34 percent of teens think Facebook is for “old people.” Facebook doesn’t provide the customized or private experience Gen Zers expect from the brands they engage with via social media. They are more likely to use Snapchat and Instagram for their direct messaging and temporary content.   As Gen Z begins leasing apartment homes, marketers need to recognize these changes and communicate through the channels they use and in the ways they demand. Here are a few tips:   Text – Don’t Call Communication preferences continue to change across all demographics, but the text evolution is even more magnified for Gen Z. Think mobile first because, Vision Critical has found, Generation Z spends an average of 26 hours per week on their mobile devices.That means they’ll probably search for your community on their smartphone rather than on a desktop. Marketers should make certain that information about their communities is clear and mobile optimized. If Ge......
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