- Apartment Marketing
- Jul 13
- 5 mins read
Stop Making Your Marketing Strategy About You. It’s About Them!
The best marketers know that a customer-focused marketing strategy is the key to success. But what does this really mean? And what does it look like in multifamily? Simply put, you should stop thinking about your apartment community’s needs and start thinking about your potential renter’s needs.
We’ve come up with three key areas to look at when transforming your marketing strategy. We’ll show you how to:
- Define your target renter persona and their characteristics
- Map out your target renter persona’s journey so you can identify their needs at any given time
- Implement marketing strategies that target each persona at the right time with the right message
How to Develop a Renter-Focused Marketing Strategy
Defining your renter persona starts with identifying who they are demographically. You’ll want to start by gathering any data or insights you have on them.
You can use:
- Market surveys
- Site surveys
- Website analytics
- Social media analytics
Then, use this information to start building out who your ideal renter is. This is where it’s important to pinpoint which generation of renters you serve. More often than not – your community will target just one.
Each generation is different; they each have defining values, morals, and characteristics which influence their desires and, ultimately, their decisions. If you want to learn more about creating generational renter personas, check out our ebook. It also has a super helpful template for creating your very own persona.
Map Out the Renter’s Journey and Plan Your Marketing Strategy With Them in Mind
Using the insights and information you gathered about your renter persona, start mapping out their wants and needs in each stage of their journey – AKA your marketing funnel. The funnel stages you’ll want to focus on are as follows: awareness, consideration, decision, and retention.
In this stage, potential renters most likely don’t know you who you are or what you offer. In some cases, they might not even realize they need to search for apartments yet. They might know the location they want and the budget they’re working with, but they still need to conduct a search. This is your chance to provide relevant content that is genuinely valuable and helpful to them at this point in their journey.
For example, maybe a Gen Z or millennial renter is searching for “best bars in [area]”. You could create a blog post titled “3 Best Bars Near [name of your apartment community]”. This will be helpful to them and will put you on their radar.
Potential renters will now start searching for and comparing apartments, keeping in mind their preferences on location and amenities. Thinking about your target persona, ask yourself these questions:
- What key terms are they likely to search for?
- What amenities are important to them?
- What do we offer that they are looking for?
Now, using the answers to these questions, think about what channels are appropriate based on the renter’s needs. Some strategies you might consider:
- Pay-per-click (PPC) ads
- Paid social media posts
- Google My Business posts for local SEO
Here’s an example of a great Google My Business post that boosts organic traffic and genuinely appeals to renters in this stage of their journey:
Notice how this post describes the apartment community’s location and boasts of the nearby restaurants and nightlife. This is something a renter would find important in the consideration stage when comparing locations of apartments.
In this phase, renters are likely torn between two to four properties. You need to stand out. Before making their decision, renters tour apartments, read reviews, and most importantly, respond to being marketed to. That’s why, in this stage, it’s important to provide help and direction every step of the way, while showing them you have what they’re looking for.
Here are some strategies for this stage of the renter’s journey:
- Use an email marketing campaign to strengthen the connection you’ve established with your potential renter, building trust and credibility with every interaction. Answer their questions and steadily guide them toward making a leasing decision.
For example, you could implement a lead nurturing campaign designed to guide them toward your online leasing portal.
- Showcase testimonials and reviews on your website, social media, and in your leasing office.
- Advertise specials through pop-ups on your website, Google My Business posts, or paid ads.
- Respond quickly to leads gathered from PPC landing pages, as it is more likely renters are ready to lease if they submit their information to you.
- Use content marketing to develop blog posts, social posts, and more that tell stories about resident life. Simply telling potential renters about your floor plans or amenities doesn’t cut it anymore. Create a story around the experience of living at your property. [Insert Motion at Dadeland social caption]
Some people forget about this stage, but it’s just as important to stay customer-focused even after they’ve made the decision and become your customer. Renters are no different!
Here are some strategies for retaining and keeping your residents happy:
- Clearly display links to submit maintenance requests and links to your social media on your website. Being transparent and giving your residents every opportunity to connect with you will go a long way to building and maintaining their trust.
- Manage your reviews – the good and the bad. Reviews are one of the greatest weaknesses in multifamily, but they can also be a strength if they’re managed well.
For example, one of the most prevalent bad reviews apartments get is that their response to maintenance requests is too slow. See the example post below as this response does a great job of providing helpful feedback while keeping it positive and non-combative. They thank the reviewer, offer them actionable ways they can reach out, and offer the possibility of improvement.
To learn more about managing negative reviews, check out our post on how to respond to negative apartment reviews.
- Actively post on your social media and frequently engage with your residents. Some things you can do are post community updates or use DM’s to answer questions and respond to maintenance requests.
The goal is to get your residents actively involved on your social media so they feel more connected to you and become an advocate of your brand.
Wrapping Up Your Marketing Strategy
You can’t market to people to fill your needs – you have to market to people to fill their needs. And when the process is all over, when they’ve gone from lead to fully leased, your efforts don’t stop there.
Identifying your target renter and mapping out their journey according to what their needs are is just the tip of the iceberg. Implementing great marketing strategies in each of these stages – ones that offer true value to your prospects – is most important, and we hope this post helped you get a head start on that.
Ready to jump in? Take a look at our ebook for in-depth steps on how to make your marketing strategy about your renters.
Siobhan Park is a Digital Marketing Manager overseeing content creation and organic media.
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