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Targeted Marketing To Maximize Each Prospect

Last week, I shared an NAA Education Conference-inspired blog about not seeing our prospects as commodities, realizing that some prospects are inherently better than others, such  as those who stay at our community longer, pay rent on time, and treat their neighbors with respect.  In a perfect scenario, we would take the "pick of the litter", snagging the absolute best prospects first, and leaving the less-than-ideal prospects for our comps, all while strictly adhering to Fair Housing laws.  The challenge, of course, is to find this information and act on it, by either targeting certain demographics or increasing acceptance criteria to weed out negative prospects.  But the benefit is enormous by finding residents who stay longer, pay rent online, and have the potential to truly fall in love with your community!  There are countless ways to improve your mix of residents.  In the preparation of this blog, I was able to identify six targeting/screening options, but you will surely find more as you dig deeper. NOTE:  By attempting to do any targeting as I mention below, it is extremely important to understand Fair Housing laws.  I am not advocating targeting by (or against) any protected class - these suggestions are to encourage targeting for other factors, such as if someone is fitness oriented or a dog lover.  But also be careful to not discriminate unintentionally.  For example, would targeting hockey fans be a problem considering 92% of fans are white?  Consider those implications before implementing. 1) Overall demographic targeting.  This is......
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