For property managers, securing the highest occupancy rate means the company earns more money. Property developments often have multiple units available at a time, but with a successful strategy, this high volume of vacancies can disappear with profitable, long-term tenants. With apartment marketing and advertising, properties can enjoy higher visibility, which reaches a larger pool of qualified candidates and, in turn, reduces the time apartment homes are left vacant.
Why Should Apartment Marketers Embrace Digital Marketing?
Property managers and multifamily marketers should embrace digital marketing because it gives them the power to reach the right audience, measure the success of their advertising campaigns, and utilize a proven strategy. Apartment marketing has nuances, but digital marketing is a great way for property managers to advertise.
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Reach the Right Audience
Digital marketing allows marketers to target their audience through a variety of means, whether paid ads or social media marketing. Reaching the right audience means marketers aren’t wasting money advertising their available apartment homes to prospects not interested in renting. Suppose an apartment marketing strategy is targeting an audience that is outside of the economic demographic for the development. In that case, they may not even be qualified to apply for a rental, making it a waste of time—and highlighting the importance of reaching the right audience.
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Measure Success
Digital advertising offers marketers a variety of methods of measuring the success of their ads. From getting key metrics on website traffic and lead generation, marketers will know if their advertising is worth it. Other metrics include the click-through rate, which measures how many people click on an ad, and conversion rates, or the number of prospects who followed through with the intended action (filling out a form, scheduling a tour, etc.). By knowing how successful an ad is, they can produce more cost-effective ads, making them less expensive to advertise in the long run, which benefits property managers.
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Proven Method
Digital marketing is not a new concept, and its measurable results have proven to many markets that it is a positive advertising strategy. Marketers have the ability to optimize their advertising efforts to produce higher returns, which will lead to lower vacancy rates and better retention.
Ways Marketers Can Implement Digital Marketing for Apartment Marketing
Property managers and multifamily marketers can implement a digital marketing strategy in a variety of ways, from their social media accounts to their websites.
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Social Media Marketing
Social media is part of most people’s everyday lives. Whether they use Meta platforms like Facebook and Instagram or spend time on TikTok, apartment marketers can use social media marketing to reach the right audience for their community. Apartment marketers can leverage social media marketing to achieve results by showcasing amenities, building trust, and establishing a place for engagement.
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Paid Media Campaigns
Paid media campaigns, like ads users see from Google AdWords or on social media through Facebook and Instagram, for example, offer an option for immediate visibility to a targeted market. Property managers can also get real-time results and adjust their apartment marketing ads if they are underperforming, making them an excellent way for property managers to employ a digital marketing strategy.
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Landing Pages
Landing pages are an excellent way for property managers to capture leads through targeted apartment marketing. Apartment marketers can capture qualified leads through optimized calls to action, like offering a free tour, special offers, and more information. A landing page can showcase a specific unit or popular amenities to attract the right prospective tenant.
Make Your Apartment Marketing Succeed
When implementing an apartment marketing strategy, success is always the goal. Apartment marketers can create successful content with digital advertising content that is engaging, that offers visual interest, and includes testimonials. Successful strategies mean lower vacancies and longer-term leases.
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Engaging Content
Engaging content will help make apartment marketing succeed because it is relevant to the person viewing the ad. Content that is boring or doesn’t capture the attention of viewers will not garner the desired results. Engaging content will encourage a viewer to take action instead of continuing to scroll. Quality content can also improve SEO rankings, which can lead to better results, more leads, and, ultimately, more residents.
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Visual Interest
When competing with digital advertising online, it is necessary to create ads that offer visual interest. Visual interest means that just that— the ads produced are not simply a complete text-only ad. Include elements like videos, images, or graphics to tell the story of the apartment community. It may not seem like it, but quality content and visual interest can also inherently increase a viewer’s trust in a brand because they see that the apartment marketing is legitimate and not a scam.
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Testimonials
Soliciting testimonials and including them in apartment marketing strategies are an excellent way to reach potential tenants. People want to know what they can expect when living in an apartment community, and honest, personal reviews can offer that much-needed unbiased perspective. Testimonials could be included on landing pages and in social media marketing. Testimonials also help build trust and credibility with users, giving your site and brand more visibility.
Need Help Marketing Your Apartment Complex?
If you’re a property owner, developer, or third-party manager looking for help with apartment marketing, Primary 360 has a team of talented, capable strategists and designers who can help reduce vacancies and get your apartment homes rented. Contact the team today for a free quote on digital apartment marketing for your community.
