When creating content, many multifamily professionals are eager to write about all the great luxuries their community provides. Our suggestion to these people? Slow down.
While this is certainly important information that deems some exposure, this should not be the focus of every piece of content you write. Instead, take careful consideration into your multifamily lead generation strategy to create content that converts.
Tying Content to Campaigns
Thinking in terms of inbound campaigns is a great way to optimize your digital marketing content to maximize conversion. When forming a campaign, you should focus either on a single persona and pain point, or two personas who may share a pain point — so long as there’s enough overlap in their needs. Understanding the persona you’re targeting, the issue you’re seeking to solve, and the goals of the campaign are all important to multifamily lead generation.
Another factor in campaigns is considering the buyer’s journey. Always write content for each stage of the journey, rather than just focusing on sales. What if a potential buyer reaches your site before the purchasing point, and is still gathering information? For people at this awareness stage, sales-focused content can be an agitate. Further, it can mask any content that serves up information relevant to their needs because the potential buyer feels like they’re being “sold to” rather than “educated.”
By shifting your focus to educating content that’s not brand- or sales-driven, you become a trusted source for this awareness-level buyer. If that buyer then remembers the pertinent content that you provided at the awareness level, they may choose your property over a competitor.
Remembering the three stages: Awareness (recognizing a problem or need), Consideration (discovering solutions to the problem or need), and Decision (choosing the solution for the problem or need) is key to building a cache of content that can speak to your persona across different levels and convert appropriately.
Persona-Driven Content = Content That Delights
Buyer personas are an integral function in the success of multifamily lead generation. Why? For one, writing directly to personas places a value on the persona’s beliefs and mindsets. It makes the persona feel that they’re not alone while addressing a problem or concern that they are having. The power of this feeling creates a positive perception of the content and its creator — your multifamily brand.
A clear voice in the midst of online information that is often unrelated or altogether conflicting creates a sense of authority and thought leadership. This also makes your brand trusted. Furthermore, writing in a style they prefer, and placing that content in places they frequent, all serve to present the content in a way that is easily digested and accessible.
These methods ultimately serve to delight that persona. And a delighted persona usually makes for a happy customer. What does a happy customer mean? In the multifamily world, it usually translates to retention. Happy customers also make for great promoters, who can bring new residents aboard as they extend your reach. In creating content that’s persona-driven, there are a lot of benefits to be reaped.
While it can be tempting for any business to want to present the maximum information that speaks to their services and reflects the positive aspects of their business, the best methodology is to hold off. Content is the core of how we are perceived online. Creating content that converts is the key to multifamily lead generation. By following a persona-driven content strategy, those leads can become a reality.