The current rental market is filled with young professionals who are in the stage of life seeking independent, fun, and convenient living environments.
This fast-growing segment is soon becoming the primary target audience for the multifamily market. With the increasing number of young professionals in the rental market, apartments should adjust marketing strategies and put more marketing efforts into grabbing their attention.
There’s no better time than now for your apartment community to step into this market segment. We’ve got you covered with five tips on how to keep up with the young professionals in apartment marketing!
Who Are Young Professionals?
Young professionals are referred to as young adults in their 20s and 30s who are employed in a professional occupation. Though the term may be vague, young professionals can either be in college, just entering the workforce, or are a few years into their career.
Most young professionals are immersed in technology from a very young age, which makes them extremely tech-savvy. As a result, they obtain the majority of their information online.
The young professional market segment is one of the fast-growing markets. In fact, the large population of young professional millennials in the U.S. contributes close to $200 billion of purchasing power annually, according to the U.S. Chamber of Commerce Foundation.
5 Effective Ways to Capture Their Attention
Understanding young professionals’ lifestyle and needs is an easy way to find what captures their attention when it comes to apartment marketing. Meanwhile, it is all starts with the right channel along with the right content.
1. Meet Them On Social Media
Is 11 hours a fair amount of time? Average young professionals spend 11 hours on their phone within a week. According to a study, millennials are spending about 2 hours and 38 minutes on social media each day.
Instagram and Snapchat have become the most popular social platforms for young professionals within the past few years. Both channels focus on visual-driven content, which is a must in social media marketing. Accordingly, you may want to shift your marketing strategy to include visual content such as professional photography and videography to cater to your young professional audience.
A common them among young adults is authenticity. Millennials trust what they feel is authentic. Be transparent — keeping things simple, real, and honest. Creating fresh, reliable, and authentic content would attract more attention from your young professional audiences. For example, going live on Instagram or hosting a give away for your residents can boost engagement and traffic to your social media.
2. No Time to Waste – Instant Response
Instant gratification is making young professionals more and more impatient, and a fast lifestyle leaves them no time to waste.
Young professionals are constantly seeking answers, and apartment communities need to respond in a timely manner in order to keep consistent two-way communication and secure solid leads
Implementing chatbots allow you to market your apartment in real-time. Because young professionals today are too busy to fill out a contact form and appreciate the convenience of immediate answers. The apartment community that provides instant access to information is ahead of the competition.
3. Highlight the Fun – Community Events
Excite your young professional audience by promoting your weekly events. Not to avoid the fact that young people are always seeking for fun and enjoying their social lives. Apartment events not only can engage your current residents within your community but also can be used for attracting future residents.
You want your audience to think of your brand as a person. The younger generation enjoys music, food, sports, and entertainment. Introducing events on your social media not only highlights the fun but the personality of the community.
Millennials always desire to be part of something bigger than themselves and community events are able to meet their passion. In conclusion, be the community that millennials want to be a part of.
In need of some community event ideas? We’ve got you covered! Check out our free ebook for 12 months of exciting resident events.
4. Young Professionals Feed on Visual Content
Including a short video on your apartment website is a great way to attract young adults. Just like with fast food, when young professionals consume information, they want something easy and convenient. Video is the fastest way to tell your story.
Provide them the vision of living in the community and show your apartment’s personality through videos that lead your audience closer to you, and your apartment will have a higher chance of becoming their next home. For example, include walkthrough videos or virtual tours of floor plans, amenities, etc. on your website to bring a one on one online visual experience to your young professional audience.
5. The Importance of Word of Mouth
Do not underestimate the power of the reviews. Reviews count as user-generated content, which has more credibility to the audiences. Research showed that 88% of people trust online reviews, especially when it comes to young professionals.
Like we’ve mentioned before, young professionals trust authentic content, and there is nothing more authentic than reviews. Moreover, spending time responding to your apartment reviews or investing in reputation management is not only for your customer service but also for a way to market your apartment to young professionals.
In addition to more insight into the minds of young professionals, take a look at this blog post specifically about marketing apartments to millennials.
Need help connecting with young professional renters? Contact our marketing experts today! We’re always here to help.
Tong Zhao is a Digital Marketing Specialist specializing in analytics and reputation management.
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