Future-Proof Strategies for Effective Apartment Marketing
May 26, 2020 2:22 pm Leave your thoughtsAs the real estate industry marches forward, apartment marketing is transforming. We have always stressed the importance of digital apartment marketing. That hasn’t changed. But, as we adapt to new ways of doing business, you may find you’ll need to adjust your digital marketing efforts.
Digital strategies, AI integration, inclusivity, and sustainability are taking center stage. As these trends evolve, we start to wonder if the value of internet listing sites is what it used to be. The future of apartment marketing is not just about listings; it’s about creating an immersive digital experience that starts with the search engine and continues through to the site and virtual tours.
It’s time to move into the future of digital marketing. Modern marketing techniques, such as data analytics and SEO, are indispensable for staying competitive in today’s fast-paced real estate landscape. To help you get started, here are 9 cutting-edge apartment marketing strategies shaping the industry’s future.
Strategy 1: Integrating AI and Chatbots for Better Customer Service
Everyone wants an instant response these days. But they still want great customer service. Integrating AI and chatbots into your marketing strategy is a way to achieve that. Businesses that use chatbots for customer service have seen a 67% reduction in customer service costs. You can revolutionize the way you engage with potential renters. Having a chatbot on your website means you’ve always got a way to answer questions, no matter the time. 64% of internet users say 24-hour service is the best feature of chatbots. Plus, they are great at handling routine tasks.
Chatbots can schedule apartment tours and help prospects with the application process. They can show specific floor plans and answer frequently asked questions. AI can look at those customer interactions to identify trends, which helps you tailor your marketing messages.
Overall, AI is a great tool that not only saves you time but helps you keep up with the market. New tech (like chatbots) is the future of customer service. Modern advertising goes beyond traditional billboards and flyers; it leverages digital platforms to reach potential renters where they spend most of their time—online.
Strategy 2: Accessibility and Inclusivity in Marketing
Making sure your property is inclusive and accessible is so important. The CDC reports that 26% of adults in the U.S. have some type of disability. Making your property accessible isn’t just ethical; it’s a significant market you can’t afford to ignore. It needs to be at the forefront of your digital apartment marketing strategy.
Make your online content accessible to everyone, including people with disabilities. The Americans with Disabilities Act (ADA) requires that all public and commercial websites be accessible to those with disabilities. 71% of people with disabilities will leave a website immediately if it is not accessible.
Marketing materials and ads should be easy to read and have image descriptions. You need to optimize your website for accessibility. That means adding alt text for images, using readable fonts, and making it compatible with screen readers. Make it easy for people with disabilities to find the information they need, especially floor plans and contact info.
Think about the diverse needs of your potential residents. Write content that will appeal to a variety of demographics. Highlight the features that will appeal to families, people with pets, seniors, or those who need accessible units. When you are inclusive in your marketing, it doesn’t just broaden your reach. It shows you’re committed to building a welcoming community.
The need to focus on accessibility isn’t new, but if you don’t make it a priority, you will fall behind.
Strategy 3: Sustainable and Green Marketing
Everyone is more focused on environmental sustainability these days. It’s a great opportunity for forward-thinking marketers to stay ahead of the curve and keep up with the market. A report found that 81% of global respondents feel strongly that companies should help improve the environment. Focusing on green marketing can attract a large, eco-conscious audience.
When you focus on green marketing, you can show off your property’s eco-friendly features. Talk about your energy-efficient appliances and recycling programs. Highlight any green building certifications you have.
In your content, focus on the benefits of sustainable living, like cheaper utility costs and a smaller carbon footprint. You can share stories from residents who have embraced low-impact living. Show that it’s important to your community.
You can even partner with local environmental organizations and host eco-friendly events. Engage with your environmentally conscious renters! Marketing focused on sustainability not only attracts eco-minded renters but creates the socially responsible image you want for your community.
Strategy 4: Influencer Marketing: Partnering with Local Experts
Influencer marketing is huge right now in every industry. Every dollar spent on influencer marketing can generate up to $18 in earned media value. Partnering with local influencers can offer a high return on investment. When you collaborate with local influencers or even micro-influencers in the real estate and lifestyle niche, you can expand your reach.
Influencers can create authentic content about your apartments. They give you a chance to reach a broader and more targeted audience. They can talk about what’s great about your neighborhood and the kind of lifestyle renters get to have at your property. Their recommendations have an impact on people. Their opinions carry weight, especially when they highlight the unique features of your community.
Don’t miss your chance to work with people whose opinions help shape your local market. Partnering with them can help you reach the awesome prospects you’re looking for.
Strategy 5: Content Marketing: Becoming the Neighborhood Expert
Establish your property as an expert on the local neighborhood! It gives you a chance to attract renters that aren’t looking for an apartment, but a community.
Create blog posts and content that highlight nearby attractions, schools, restaurants, and events. Position your property as the hub of a vibrant neighborhood. Share insights into the local culture and provide valuable information about the area.
When you make your property the go-to source for neighborhood info, you can attract potential renters who want to dive into the local vibe. Build a sense of community that people want to be a part of by caring about the neighborhood around you and the lifestyle people can live there.
Strategy 6: User-generated content
User-generated content (UGC) is a potent tool in apartment marketing. Encourage your residents to share their experiences through reviews, photos, and testimonials. UGC provides real insights into what it’s like to live at your property.
WPForms compiled statistics that show customer testimonials and case studies are the most effective content marketing tactics. This means prospects NEED to hear from your renters.
Keep in mind:
- People trust product reviews 12x more than product descriptions and sales copy.
- 85% of people trust online reviews written by other consumers as much as they trust recommendations from people they know.
- 90% of consumers say user-generated content holds more influence over their buying decisions than promotional emails and even search engine results.
Leverage UGC on your website and social media platforms to build trust with your potential renters. Share resident stories, showcase their apartment customizations, highlight community events they’ve enjoyed, and show off your best reviews.
Social media marketing is not just about posting pictures; it’s about building a community and engaging with your audience in meaningful ways. Engage with residents through contests and incentives for creating UGC. Encourage them to use specific hashtags or take part in storytelling initiatives. Have a photo contest with great prizes like discounted rent. UGC not only increases your marketing reach. It fosters a sense of community among residents.
Strategy 7: Building Online Communities: Fostering Resident Engagement
Creating online communities or resident forums can foster a sense of belonging among your current residents. According to the National Apartment Association, properties with strong online communities have a 25% higher retention rate. Leasing agents are now becoming brand ambassadors who use digital tools to provide a seamless leasing experience. Online communities aren’t just for engagement; they directly impact your bottom line.
Encourage residents to share their experiences, ask questions, and connect with their neighbors. A strong online community can lead to more extended tenancies and positive word-of-mouth marketing. These communities can also serve as valuable resources for prospective renters who want to hear directly from current residents about their living experiences.
Strategy 8: Analyzing and Adapting: The Role of Analytics in Apartment Marketing
Data-driven decision-making is the cornerstone of effective apartment marketing in the digital age. Organizations using analytics are five times more likely to make faster decisions. The role of analytics in apartment marketing is not just a trend but a proven strategy for efficiency. You need to use analytics tools to gain insights into your marketing efforts’ performance.
Track website traffic, conversion rates, and lead generation sources. Analyze user behavior to understand which content and features resonate most with your audience. Knowing your target audience is crucial; it helps you tailor your marketing strategies to the people most likely to become long-term residents.
Track the effectiveness of different marketing channels, from social media to pay-per-click advertising. Facebook Ads, for example, allow us to target our ideal renters based on their interests, online behavior, and demographics, making our advertising spend more efficient. Use A/B testing to experiment with different marketing strategies and messages, optimizing your approach over time.
Adapt your marketing tactics based on your data. Focus on what drives results and aligns with your goals. Analytics have always been important, but now, they are the only way to stay on par with your marketing.
Strategy 9: Dominating The Local Pack in Google Search
As Google continues to prioritize local search results, securing a spot in the “Local Pack” is increasingly crucial for apartment communities. The Local Pack provides users with direct answers, including website links, addresses, phone numbers, and ratings. 46% of all Google searches are seeking local information. Dominating the Local Pack isn’t just a strategy; it’s a necessity for local visibility.
To dominate the Local Pack, focus on optimizing your local listings on platforms like Google My Business, Bing Places, and Yelp. Ensure your listing information is accurate, and regularly update it to reflect any changes. 68% of consumers would stop using a local business if they found incorrect information online. Accurate local listings are crucial for trust and engagement.
Encourage residents to leave positive reviews, as these can significantly impact your ranking. Implement a local SEO strategy that includes location-specific keywords and backlinks to increase your visibility in local search results.
As Google continues to put more and more focus on local search queries in order to provide users with good quality information, internet listings may start to become a thing of the past. The reason is that Google can provide the same exact service that ILS’s provide, but they can do it for free if properties are consistently updating their local listings.
If you use Google often, as most people do, you have probably noticed what’s called the “Local Pack.” The Local Pack is the first three listings that come up after you have searched for a business.
For example, if I search for “Hair salons in Salt Lake City”, this is what comes up.
Using the Local Pack, Google can provide its users with a direct answer that includes the website, address, phone number, and rating. When the majority of people are able to see what they are looking for right away, they do not spend a lot of time looking at other competitors. Especially if what they are looking for has good reviews and is located nearby.
Do apartment communities have a local pack?
When it comes to the multifamily industry marketing, the local pack is present but is sometimes shown further down the page on Google. For example, when I search for “Apartments in Salt Lake City” I see 4 Ads for apartments (Pay-Per-Click), an internet listing service, and then the local pack.
However, when I search for a smaller metro within Salt Lake County, like “Apartments in West Jordan”, the local pack is shown second.
So what does that mean?
1. The multifamily industry is generally not particularly good at maintaining their local listings.
2. Internet Listing Sites are consolidating.
3. Your property CAN appear in local search results when you have optimized your local listings.
Get more from your marketing budget with SMART Marketing!
When you use SMART Marketing by Market Apartments, your apartment website can appear in search results among ILS sites. The great advantage is that potential renters are more likely to choose an apartment listing they can view right away, instead of sifting through hundreds of communities on an ILS.
What does SMART Marketing consist of?
- Local Listing Management -We make it easy for prospects to find your property by optimizing your local listings.
- Creative content with the keywords your prospects are using to find their next apartment.
- Google Ads to get your property on the first page of search engine results, which goes hand in hand with SEO (search engine optimization).
Local listing management
When prospects search for your apartment community, your local business listing is the first thing they will see! It can be hard to make sure your online presence is always up to date and representing your property correctly. Market Apartments will fully optimize and maintain your local listings (Google, Bing, & Yelp). When your listing is properly optimized, the prospect should be able to get all the information they need to schedule an appointment or click to see your apartment website.
SEO Combined with PPC = Expanded Search Presence
The goal of both SEO (Search Engine Optimization) and PPC (Pay-per-click) is to attract people to your website. Pairing SEO and PPC can result in a 25% increase in clicks and a 27% increase in profits. This dual approach maximizes your online visibility and potential returns.Improving your apartment website with SEO gives you a better chance at ranking on the 1st page. Prioritize local SEO to capture nearly half of Google searches looking for local information.
Leveraging SEO (Search Engine Optimization) and PPC (Pay-per-click) combined will ensure that your property appears high enough in the search results, giving you a better chance at capturing those valuable clicks and leads.
Myths and Misconceptions About the Future of Apartment Marketing
Myth 1: AI and Chatbots Will Completely Replace Human Customer Service
- While AI and chatbots are awesome and efficient, they can’t entirely replace the emotional intelligence and problem-solving abilities of human customer service agents.
- According to a study by PwC, 75% of customers still want to interact with a human, even as technology improves.
Myth 2: Green Marketing is Just a Trend
- Many believe that focusing on sustainability is a passing trend, but data shows it’s a long-term investment.
- A Nielsen report indicates that 81% of global respondents feel strongly that companies should help improve the environment.
Myth 3: Local SEO is Not Important for Apartment Marketing
- Some marketers underestimate the power of local SEO, thinking broader strategies are sufficient.
- BrightLocal’s study reveals that 97% of consumers looked online for local businesses, proving the importance of local SEO.
Myth 4: User-Generated Content Doesn’t Affect Conversion Rates
- Contrary to belief, UGC significantly impacts consumer decisions.
- According to AdWeek, user-generated content can increase conversion rates by 4.6%.
Myth 5: Accessibility Features Only Benefit a Small Group
- The misconception is that optimizing for accessibility only helps those with disabilities.
- A study by Click-Away Pound reveals that inaccessible websites are losing £17.1 billion in potential revenue annually in the UK alone.
Myth 6: Influencer Marketing Doesn’t Provide ROI
- Some argue that influencer marketing is too costly and doesn’t provide a return on investment.
- However, a MediaKix study shows that 89% of marketers find the ROI from influencer marketing comparable to or better than other marketing channels.
Myth 7: Analytics Tools Provide Instant Success
- There’s a misconception that simply using analytics tools will immediately optimize your marketing strategies.
- According to Gartner, only 54% of marketing decisions are influenced by marketing analytics, indicating that human expertise is still crucial.
To conclude…
From leveraging AI-driven customer service to embracing green marketing, the realm of apartment marketing is expanding in diverse and innovative directions. Traditional internet listing sites, while still valuable, are just one of the myriad ways to gain visibility in today’s digital age.
If you’re looking to stay ahead of the curve and get optimal results from your marketing investments, consider a tailored strategy that captures these emerging trends. Ready to navigate this brave new world? Let Market Apartments guide your journey to the future of apartment marketing. Contact us today!
P.S. What apartment marketing strategy do you find most promising for the future? Share your thoughts below!
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Categorised in: Apartment Marketing, For Property Managers, Market Apartments Services
This post was written by Chandra Lloyd
Chandra Lloyd is a writer for Market Apts with a focus on SEO copywriting and digital marketing for multifamily housing.