Are You Missing These Multifamily Marketing Opportunities?

Open door in green field“If opportunity doesn’t knock, build a door.”

We love this quote by 20th century actor Milton Berle — especially as it applies to marketing for multifamily properties. Although Milton probably wasn’t thinking about apartment complexes when he made this statement, it fits perfectly.

In the multifamily world, it’s tempting to take a set-it-and-forget-it approach to marketing. Just buy a few ads, let them do their thing and wait for prospective renters to come your way — after all, everyone needs a place to live.

Unfortunately, if you’re not proactive in your marketing efforts, you could be missing out on some valuable opportunities for your properties. We’ve listed a few examples below.

Leveraging Green Features

Is your property feeling a little green? If so, you’re in luck. Whether you’ve opted for a green certification or not, 77 percent of renters say they value eco-friendly apartments.

If you have green features and you're not prominently featuring your green living spaces in your advertising, do it now! To see just how much additional revenue your eco-centric ads bring in, make sure you track response rates via pay-per-click conversions and web form submissions. You can use dynamic call tracking to make sure online-to-offline conversions don’t fall out of the attribution funnel.

Email Remarketing

According to one study, most properties aren’t taking full advantage of email remarketing opportunities. Of the 20 percent that had any drip campaign at all, the campaigns were either standardized emails that were part of a regular campaign or identical emails that were sent to the recipient repeatedly.

Don’t miss out on these additional opportunities! To increase conversion rates, stay in touch with prospective tenants by sending them personalized, action-oriented retargeted emails. Keep track of how many leads open and respond to your emails, and be sure to include a Click To Talk button in your emails to capture phone responses as well.

Creating a Brand

An apartment complex without a brand is like store-brand toothpaste: It gets the job done, but there’s nothing unique or memorable about it. Once you have an idea of who — yes, who, not what — your property is going to be, you need to flesh out its personality and carry it into every aspect of your marketing.

When you make a concerted effort at finding and testing new marketing strategies, you’ll be amazed at the opportunities (aka renters) that come knocking at your door. Just be careful you don’t make any of these multifamily marketing mistakes.

What new marketing ideas have you tried lately?