- Apartment Marketing
- Jul 28
- 4 mins read
Perfecting Your Apartment Marketing Strategy: 3 Truths About What Renters Want
As apartment marketers, we know that strategy is everything. But once you create a strategy, it doesn’t stop there. Refining and perfecting your marketing strategy is an ever-developing process.
However, a little help never hurt anyone. So, we’re here to give you the low-down on what renter’s want from your marketing strategy. Perfecting your strategy begins with understanding your target audience — their interest, desires, behaviors, etc.
Discover three simple truths that will help you market your community the way your potential renters want to be sold to!
What Renters Actually Want From Your Apartment Marketing Strategy
1. Tailored messages
72% of consumers will only engage in marketing messages that are tailored to their interests.
The key to perfecting your marketing strategy is to start with personalization. A personalized marketing message that specifically tailors to what your target renter wants will make them more likely to engage and respond.
A tailored message emphasizes the wants and needs of your target audience. What entices your renters? Why did they choose your community over a competitor? What can your community provide that interests your potential renter or solves a problem for them?
These questions will help you create a message that will guarantee a response. Make the message about them, not your community.
Sarah is 32 and looking for an apartment community downtown that’s near work. She is single, has a dog, and loves to workout. Her favorite social media platform is Instagram.
As she was scrolling through her Instagram stories, an ad for your apartment community popped up promoting a pet-friendly, one-bedroom apartment walking distance from work, and it featured Peloton bikes as an amenity in their fitness center.
This ad has everything that Sarah was searching for in an apartment community, so she swipes up and schedules a tour. Sarah just became a qualified lead because of your tailored message!
2. Detailed information about your community
Once your target renter becomes aware of your community, renters want accurate and detailed information about your community and what it can offer them.
Written content on your website is something you don’t want to skimp out on. Neither are professional imagery and videos. All of the above tells the story of your apartment community and is what will solidify your marketing strategy.
Potential renters want to be immersed in your community lifestyle as soon as they visit your homepage. A lot of apartment communities use generic phrases about their community and the amenities they offer.
If what you’re promoting about your community’s amenities and features is the same as your competitors, then you aren’t standing out or getting the attention deserved. Generic phrases such as a resort-style pool, 24/7 fitness center, and a clubhouse don’t quite cut it anymore.
These phrases are overused and don’t showcase what’s unique about your living experience compared to your comps. Instead of using general terms to describe your community, try using specific and targeted information that your target renter wants to hear about. Entice them with amenities that appeal to their interests.
Let’s give you some ideas!
- Promote not only your resort-style pool but if it’s also saltwater then list the benefits of saltwater vs chlorine.
- Most communities have a fitness center; however, if your community offers yoga and spin classes, that’s a huge advantage.
- If your clubhouse includes many exclusive amenities such as entertainment, coffee bar, or conference room — these are elements you’re going to want to put in your content.
Remember that the details are what will set your community apart as well as catch your prospect’s attention! Perfecting your strategy means diving deeper into the details.
3. Social proof to back up your claims
Last but certainly not least, your renters want social proof. Your prospects need evidence to back up your claims about your apartment community, possibly before even deciding to tour your property.
Social proof from a digital marketing standpoint is any piece of evidence from your target audience that verifies an element of the argument or claim you’re trying to make.
A great way to exercise social proof is through your online reputation, meaning your reviews and star ratings. Online reviews and star ratings are one of the main areas of social proof your potential renters will be looking for due to the fact that multifamily is the second most industry impacted by reviews.
With 90% of consumers turning to online reviews before making a purchasing decision, it’s vital to keep your online reputation at the forefront of your marketing strategy.
If you’re looking to improve your social proof and online reputation, here are some of our resources to get you started:
- How to Get More Positive Apartment Reviews
- Dealing With Bad Reviews on Google My Business
- How to Respond to Negative Reviews
Social proof is basically the icing on top of your marketing strategy cake. And without icing, the cake itself is not as sweet. Your apartment marketing strategy will taste sweeter to your prospects with social proof from your past and current residents to back up the message!
Wrapping It Up
You’ll never be done perfecting your apartment marketing strategy, it changes because at the end of the day our niche is people and people change their interests and preferences daily.
However, some things don’t change. Renters want a personalized message specifically catered to them. They want details about why your community’s living experience is unique to anyone else. And lastly, renters need evidence from credible third parties to back up your claims.
Take these truths with you as you develop and perfect your marketing strategy, making it more about your renters and their needs.
Need some guidance with your apartment strategy? REPLI is here to help! Contact us today and we’ll help you from lead to fully leased.
Taylor Boyd is a digital marketing specialist with REPLI.
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