2021 Digital Marketing Trends for Multifamily

Another year down, another one upon us. It’s time to look ahead to what’s to come in 2021, and we’re helping you do just that with our 2021 digital marketing trends for multifamily. 

The Renter Journey

By now, we all know that the customer journey is not a linear path. And the renter journey is no different! Each potential renter is unique and follows a path all their own. So this year, focus on being prepared for a more unpredictable marketing funnel.

Here’s our mantra for this year when it comes to the renter journey: engage at every stage. Use different, relevant marketing strategies for each stage of the renter journey – Awareness, Consideration, Buy, Retention. 

Figure out what each renter wants at each stage of their journey, and be there with the solution for them. Check out our other blog post to learn how to pinpoint your target renter and develop actionable strategies for engaging and attracting them in each stage of their journey.

Content Marketing & User Intent for SEO

Keywords are out the door for 2021. Relevant, intentional content is the new holy grail of digital marketing trends. To put it plain and simple, your apartment website needs to be designed for the user’s experience and the user’s intent.

No more keyword focus, no more writing for search engines – write for your renters.

According to Content Marketing Institute, content marketing has lower costs up front and deeper, better quality benefits in the long-term. Another thing to keep in mind is that more and more people use ad blockers, so paid search is not the hot trend anymore.

What does this mean for multifamily? Your website and its content have to be designed for your renters’ intent. Ask yourself:

Creating the right content for the right audience is essential for your website. Learn how to conduct a content audit for 2021.

Chatbots

Artificial intelligence is quickly taking the world by storm, and the multifamily industry isn’t missing out. With today’s technology, people expect answers to their questions immediately. That’s where chatbots come in!

A few ways chatbots benefit your marketing efforts & your potential renters:

If you’re looking to get started with chatbots, check out the infographic below! If you still want more, read this post for Your Checklist of Multifamily Chatbot Capabilities. 

Voice Search

Voice search has already merged into our daily life through smartphones and smart speakers. According to eMarketer , 36.6% of the US population will use voice assistants monthly in 2021.

Like we said earlier – be where your renters are and be there with the solution. If your potential renters are looking for apartments using voice search, then your online presence has to be optimized for voice search. 

Want to dive in? Check out these helpful posts for tips & tricks:

Video

Video is not only on the up-and-up, it’s perhaps the most important digital marketing trend this year. These days, people would rather watch video than read text. And, according to Single Grain , 52% of consumers say they feel better about products for which they’ve seen product videos.

Multifamily marketers have the best form of video marketing available to them – virtual tours. Virtual tours have been increasing in popularity and are becoming the new standard. If your apartment website doesn’t have virtual tours, it’s time to step up your game.

Generally speaking, people feel much better seeing a product – in this case, your apartment homes – with their own eyes as opposed to reading about it. Not only this, but websites with video are 50x more likely to show up in search results.

We have a super informative post that includes everything you need to know about apartment videography – check it out ! 

Social Media

We know – it may seem like it goes without saying. But many apartment marketers are not yet taking full advantage of social media and what it offers to renters. Here are some insights into what consumers have to say about social media:

Another on-the-rise social media tool multifamily marketers can take advantage of is stories. Instagram, Facebook, and now other platforms like Twitter offer “stories” functions. Apartment marketers should be posting apartment video tours, photos, and more to their stories.

Stories help your brand engage and connect with potential renters in more ways than normal social media posts do. You can post polls, links to your floor plans, and “inside looks” at your apartments, staff, and more.

But remember: just like with content marketing, think of the humans on the other end of your social media strategy – not the algorithm.

Interactive Content

Let’s go back to this: what are the most important things to your renters when looking for an apartment? Well, 52% of renters say the neighborhood is the first thing they take note of during their search of apartment communities. 

So, here’s another trend that works in our favor for multifamily: interactive maps! 

People like to engage with content—they feel more connected to brands when they do, and they remember those brands and products. So, start with integrating a Google Map on your website. Google map integrations are user friendly; users can click into the map, zooming in and out to view the location specifics. 

Not only will potential renters remember you, but they’ll have found exactly the information they were looking for, creating an optimal user experience! 

User-Generated Content

People trust people like themselves far more than they trust companies or brands. That’s why word-of-mouth advertising is so effective. And now, that’s turning into a digital marketing trend called user-generated content, or UGC.

Some examples of UGC:

The one you’ll want to focus on in multifamily is reviews and testimonials. 90% of consumers base their buying decisions on reviews, according to Marketing Land. Furthermore, responding to reviews actually builds trust with your customers, according to Google My Business.

Want to learn how to respond to the good and the bad? We’ve got a whole series of posts about it:

Philanthropy & Inclusivity

According to one study , 46% of consumers feel more connected to brands who do and discuss their social initiatives, and 40% say they want more brands to weigh in on important issues facing society.

Not only are people searching for brands that do this, but they’re moving away from those who don’t. Accenture reports that 41% of consumers are shifting away from brands that don’t reflect their values, views, and opinions when it comes to diversity. Plus, a whopping 29% say they will switch brands completely for that same reason.

So what can you do in multifamily? Keep up to date on all things happening in society and weigh in on them in some way, even if it is small. Charity work, volunteering, and donations could be something you look into as a property owner or manager. 

Listen to what your renters are saying, what their beliefs are, and find ways to insert yourself into the conversation.

Want to keep up with all these new digital marketing trends throughout the year? Stick around! We’ll be providing apartment marketing resources all year through our blog. And if you want some 1:1 help, contact us !