In the ever-evolving world of multifamily marketing, staying ahead of the curve is crucial. Forget the same old tactics — it’s time to unleash unconventional strategies that will make your property stand out. This blog dives deep into 17 creative approaches guaranteed to capture the attention of potential renters and transform leads into leases in 2024.
Multifamily Marketing Strategies for Targeting Specific Renters
#1. Shift Focus to the “Renter by Choice” Demographic
Understanding their priorities is key to attracting them. Renters by choice often value factors beyond just the apartment itself, such as a lively neighborhood or high-end amenities. You can use this knowledge to tailor marketing campaigns and adjust community features to cater to these preferences, when possible. They are also often tired of dealing with maintenance and upkeep of a home – a fact that can be leveraged in marketing.
Also, don’t forget the growing segment of 55+ individuals who are downsizing and seeking a low-maintenance lifestyle. Even if your community has historically been a hotspot for young adults, don’t underestimate its appeal to this group. It’s becoming more common to have a vibrant mix of ages.
#2. Highlight Features for WFH Warriors
Due to the pandemic and the huge shift from in-office to either hybrid or fully-remote work models, a growing number of renters prioritize apartments that cater to their work-from-home needs. Highlighting potential workspaces within your unit layouts, strong and reliable Wi-Fi, soundproof walls, designated quiet zones/times, and business center access demonstrates your property’s commitment to supporting a productive work-from-home lifestyle.
Consider showcasing these features in online content like blog posts and virtual tours, while also targeting keywords related to “WFH-friendly apartments” in your search engine optimization (SEO) strategy. By catering to this growing demographic, you position your property as a haven for remote workers, attracting a wider pool of potential residents.
#3. Go For Green
Green living has been growing in importance for renters for many years now, but throughout 2024 it will be a pivotal trend in multifamily marketing. Properties are increasingly investing in green amenities to attract environmentally-conscious renters. These include energy-efficient appliances, solar panels, electric vehicle charging stations, and on-site recycling facilities. Marketing these amenities is crucial, with strategies such as highlighting reduced utility costs, promoting eco-friendly practices, and offering incentives like green living discounts.
In addition, staging units with an abundance of indoor plants and greenery is a great multifamily marketing tactic for your online property photos and in-person tours. Color psychology tells us that people associate the color green with life, health, growth, and renewal. These are all great things for renters to associate with living at your property. In general, it also creates an inviting and fresh atmosphere but also resonates with the desire for a harmonious blend of modern comforts and eco-consciousness, ultimately enhancing the appeal of your community.
#4. Have A Transparent Pet Policy
A transparent pet policy is a powerful multifamily marketing trend in 2024. Zillow’s data shows that 59% of today’s renters have at least one pet. Clearly outlining your property’s policies on your website and marketing materials demonstrates honesty and avoids confusion for potential renters.
Here is everything a transparent pet policy should include:
- Pet Restrictions: Clearly outline if pets are allowed at all. If so, specify the number of pets allowed per unit.
- Pet Fees: Detail any pet fees, including pet deposits, monthly pet rent, or one-time fees.
- Pet Weight and Size Limits: Establish any weight or size restrictions for pets.
- Breed Restrictions: Specify any prohibited breeds or types of pets.
- Pet Screening: Outline any pet screening processes or requirements.
- Pet Registration: Require pet registration with the property management.
Additionally, consider offering amenities catered towards furry residents, such as on-site dog parks, pet grooming services, or partnerships with local pet stores. Highlighting these features appeals to a large and dedicated group of pet owners, making your property a more attractive option for these renters.
#5. Pursue Pop-Ups in Local Spaces
Don’t underestimate the power of in-person marketing! It doesn’t have to be anything fancy, but rather than placing a stack of flyers in a local coffee shop, consider a pop-up event with a display showcasing your property’s amenities and unique selling points. Offer refreshments, partner with local businesses, and have leasing agents available to answer questions. This interactive approach allows for face-to-face connection, creates a memorable brand experience, and broadens your reach beyond the digital landscape.
Strategies for Effective Multifamily Content Marketing
#6. Create a Catchy Slogan for Your Community
A catchy apartment slogan can be a hidden gem in your marketing arsenal. It’s a short, memorable phrase that encapsulates the essence of your property and is crafted to resonate with your target audience. Think of it as your community’s signature line. An effective slogan goes beyond just location and price. It taps into the emotional desires of renters, whether it’s the promise of a vibrant social scene or the allure of a low-maintenance lifestyle.
By weaving a slogan into all your marketing materials, from website banners to social media posts, you create a consistent brand identity. This repetition helps potential residents remember your community and differentiates you from the competition. A catchy slogan is a powerful tool for sparking interest and driving qualified leads to your doorstep.
#7. Make it a “Showcase”
Whether it’s more images, more videos, more blogs, or more incentives for booking an in-person tour, you need to find the best way to showcase what life at your property is like. This includes the unit floorplans, unit features, property amenities, community atmosphere, and the surrounding neighborhoods. Each category might benefit better from a different type of representation so keep that in mind as you’re nailing down your strategy and what additional content of your property you need to get. The first month of 2024 is a great opportunity to reassess how you’re showcasing your property and make adjustments where needed. Make sure every aspect of life at your property is highlighted somewhere within your online presence.
#8. Use Benefit-First Language
You should employ benefit-first language in your copy across websites, social media, print materials, emails, and other communication channels, as it directly aligns with what potential residents are seeking. This approach shifts the focus from the features of the property to the tangible benefits these features provide, thereby creating a more compelling and relatable narrative for the audience. For instance, rather than simply stating that a building has a 24-hour fitness center (a feature), emphasizing how this allows residents to maintain their fitness routine conveniently at any time (a benefit) resonates more deeply with their lifestyle needs.
Benefit-first language helps in painting a vivid picture of the living experience and the value it adds, making your property more attractive. It aids in forging an emotional connection, as prospects can easily envision the positive impact on their daily lives. Additionally, this strategy positions you as a problem-solver and an enabler of desirable lifestyles, rather than just a provider of space, which is crucial in today’s competitive market. By focusing on benefits, you can effectively communicate not just the “what,” but the “why,” which is key in driving more leases in 2024.
Multifamily Marketing Strategies for a Conversion-Optimized Online Presence
#9. Integrate an Interactive Property Map
This feature is a powerful addition to your website and increases its leasing power by assisting prospects in locating available units in relation to floor, parking, and property amenities. This allows them to visualize not just their potential apartment, but their entire lifestyle. They can see the layout of the buildings, the sparkling pool, the grilling area, and the walking paths – all from the comfort of their computer screen.
This transparency brings clarity and allows residents to make informed decisions. When done right, the property map can also pinpoint the exact location of available units. This level of detail is invaluable for renters who often prioritize specific placements within a community. By incorporating a sitemap into your marketing materials, you’re giving potential residents the ability to further plan their life at your community.
If you’re interested in adding a dynamic, interactive property map that fully integrates with any PMS, we’ve built our own tool called HiveSite.
#10. Have Honest Copy
Using honest and accurate copy on your apartment website is of utmost importance because it builds trust with potential renters and fosters a positive reputation for the property management. When the information presented accurately reflects the property, it sets realistic expectations for prospective tenants, reducing the likelihood of disappointments or misunderstandings upon visiting. Honest copy also demonstrates integrity and transparency, showcasing the property management’s commitment to providing a trustworthy rental experience. Moreover, satisfied tenants who find that the property matches what was advertised are more likely to become long-term residents and even recommend the property to others, contributing to its sustained success. In a competitive rental market, honesty in copywriting is not only ethically sound but also a smart business strategy that cultivates trust and encourages positive tenant relationships.
#11. Prioritize Photo-Focused Apartment Website Pages
In today’s digital age, renters rely heavily on visuals to make informed decisions about where they’ll live. That’s why having an abundance of high-quality photos on your property website is crucial.
Multiple photos showcasing various angles, rooms, features, and the surrounding areas allow potential renters to gain a clear understanding of what to expect. This transparency not only saves them time by eliminating properties that don’t meet their needs, but also instills confidence by demonstrating openness and pride in your offerings. But go beyond just showing the space itself. Embrace a photo-focused website that leverages the power of visuals to connect with potential residents and showcase the lifestyle your complex offers.
Today’s renters have shorter attention spans and are bombarded with information online. High-quality photos offer an immediate way to capture their attention and create an emotional connection. Imagine the difference between reading about a sparkling pool and seeing a vibrant photo of residents enjoying it on a sunny afternoon. Photos spark emotions and create a sense of place, allowing potential renters to envision themselves living in your community. Don’t neglect informative copy entirely, though. Text should complement the visuals by providing details and answering specific questions potential residents might have.
By prioritizing captivating photos and embracing a photo-focused website, you create an online presence that’s both visually appealing and informative, ultimately leading to a more engaging and conversion-oriented experience for potential renters.
#12. Launch Strategically-Timed Pop-Ups
Multifamily marketers are getting smarter with the timing and arrangement of their pop-ups. By carefully scheduling the appearance of pop-ups, you can provide valuable information and assistance to prospects at the most opportune moments. For instance, a well-placed pop-up offering a virtual tour of an apartment or highlighting special promotions can capture the user’s attention when they are actively exploring your community.
Additionally, strategically timed pop-ups can assist users with inquiries, such as contacting a leasing agent or requesting more details about a specific unit, precisely when their interest is piqued. When implemented thoughtfully, these pop-ups can not only engage visitors effectively but also streamline the apartment search process, ultimately leading to higher user satisfaction and potentially increased conversion rates for your website.
#13. Switch Your CTAs
Switching from the traditional “Book a Tour” call to action (CTA) to a prominent “Apply Now” button on your property website aligns with the observed shift in resident behavior, making it a savvy marketing trend. As potential renters become increasingly comfortable with online platforms and prioritize convenience, offering a direct path to the application process streamlines their decision-making journey. This immediate action removes potential friction and hesitation, increasing the likelihood of capturing interested leads, ultimately driving more applications and leases.
#14. Consistently Share Posts on Google Business Profile
Posting on Google Business Profile (formerly known as Google My Business) is similar to posting on social media platforms and is increasingly important for your marketing strategy. Just like social media, you can share updates, photos, events, offers, and news directly to your GBP. These posts appear on Google Search and Maps, offering high visibility to potential tenants who are searching for properties in your area.
This feature enhances online presence and searchability, directly influencing the decision-making process of prospective residents. By regularly posting on GBP, you have another avenue to showcase your community events, renovations, amenities, or any special promotions. Additionally, this approach helps in building a transparent and trustworthy image of the property.
While this is something you can definitely handle yourself, we do offer a specialized Google Business Profile Management service which handles posting for you as well as full management that focuses on boosting your profile’s ranking and visibility. You can learn more here if you’re interested.
Multifamily Marketing Strategies for Increasing Resident Satisfaction
#15. Eliminate Specified Guest Parking
In the face of evolving resident needs and a growing desire for flexibility, the concept of designated guest parking is becoming outdated. Consider eliminating designated guest parking spaces and implementing a system that allows residents to register guests for temporary parking permits. This caters to the rise of ride-sharing services, frequent deliveries, and the increasing need for short-term parking flexibility. By adapting to these changing circumstances, you demonstrate that your property prioritizes resident convenience and caters to modern living styles.
#16. Host Recurring Monthly Resident Events
Hosting recurring monthly events, even simple ones like bingo or trivia nights, is a smart multifamily marketing trend. These activities build a sense of community and resident engagement without requiring elaborate planning or significant investment. Regular gatherings encourage resident interaction, fostering a sense of belonging and connection. This positive atmosphere translates to higher resident satisfaction, increased retention rates, and positive word-of-mouth marketing, attracting new residents drawn to the vibrant community experience.
#17. Over-Communicate Community Updates
Transparency and connection are key ingredients in building a thriving apartment community. Over-communicating community updates might seem excessive, but it serves a vital purpose. For current residents, frequent updates on events, maintenance, and safety measures demonstrate that you value their well-being and keep them informed. This fosters trust and a sense of belonging. Prospective residents, browsing online or attending open houses, will also notice this communication style. Regular updates paint a picture of a well-managed, engaged community, setting your property apart from competitors. By keeping everyone in the loop, you showcase a commitment to resident satisfaction, making your complex a more attractive option for potential renters.
Ready to Elevate Your Multifamily Marketing?
These are just a taste of the unconventional strategies that can set your multifamily property apart in 2024. By embracing these unexpected tactics and understanding the evolving needs of renters, you’ll be well on your way to attracting high-quality leads, converting them into leases, and fostering a thriving community. Remember, in a competitive market, it’s the unique and targeted approach that wins. So, unleash your creativity and get ready to crush your multifamily marketing goals this year!
