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Your brand is what sets your community apart from the competition. It's what people think of when they hear your name. Your branding should be consistent across all your marketing materials, from your print material to your social media pages. If your property doesn’t have branding or you’re not sure if any exists, contact us and we’d be happy to help.
In today's digital world, it's essential to have a strong online presence. This means having an informative website (if your budget allows) and being active on social media. If your budget doesn’t allow a property website, we have microsites (or mini websites) for all properties in our portfolio built out on our main company website. Your website and/or microsite should include important information about your community, such as floor plans, pricing, and amenities. Your social media pages should be used to connect with potential tenants and share news and updates about your community. It’s important to check these platforms daily. If you are unsure about your property having a website, microsite, or social media page, please contact us.
UNDERSTANDING YOUR AUDIENCE
It's important to understand your target audience so that you can tailor your marketing messages accordingly. What are their needs and wants? What are their pain points? What are their demographics? Are you a senior or family property? Depending on your property’s program type, we can help you create marketing campaigns and materials that are more likely to resonate with them.
Marketing collateral is any piece of material that you use to promote your apartment community. This could include brochures, flyers, business cards, and even custom-branded items like key chains and folders. Your marketing collateral should be high-quality and visually appealing, and it should clearly communicate the unique benefits of living in your community. If you are an existing property, go to our Outreach marketing page to see our selection of materials available to request for customization. If you are a new construction property, go to our Lease-Ups page to request marketing collateral and learn more about the lease-up process.
What is your marketing budget? It's important to understand and track your budget so that you're getting the most out of your investments. There are a variety of marketing strategies that you can implement, so choosing the ones that are the most cost-effective for your property are key. For example, if you don’t have much to spend on marketing collateral we suggest leasing flyers, floorplan flyers, or price sheets to promote your property. These assets are all free if used digitally. If your property has a larger budget, high quality floorplans, and imagery we recommend a brochure instead. For retaining residents head over to our Resident Events & Retention page to learn more about hosting events, asking for referrals and renewal ideas. We have something for every budget including Grab-n-Go (low cost), Online events (no cost), and Featured events (higher quality events with more planning involved)
ONGOING BRAND MANAGEMENT
Your property’s brand is not something that you can set and forget. It's important to continually audit your print and digital materials to make sure that it's still accurate information. This means monitoring your online reputation, posting on social media, and requesting updates to your marketing materials as needed.
ADDITIONAL TIPS FOR MULTIFAMILY MARKETING
FOCUS on your community's unique selling points. What makes your apartment community different from the others? Why should potential tenants choose to live with you? Once you know your unique selling points, we can help you highlight them in your marketing materials.
USE A VARIETY of marketing channels. Don't just rely on one or two marketing channels. Reach your target audience where they are, whether that's online, offline, or somewhere in between.
BE CONSISTENT with your branding. Your branded materials should have the same tone and messaging across the board, from your website to your social media pages. This will help to create a strong and recognizable brand for your apartment community.
TRACK YOUR RESULTS and adjust as needed. Ask your traffic how they found out about your community? Make community contacts with large local employers or government agencies. It's important to track your marketing results so that you can see what's working and what's not.