Our country has experienced a global pandemic, economic downturns, political strife, and many other life-changing scenarios within the past three years. All of these have created quite a bit of uncertainty, particularly as they relate to multifamily marketing. Given such times, it can be challenging to nail your marketing campaigns and score the desired responses. People’s priorities can shift, creating hesitations for long-term investments, like leases, financial constraints may limit affordability, and general instability may create some apprehension around change in general. Understanding the current climate will help multifamily marketers better address the associated challenges and be better prepared to tailor their marketing messages to speak to prospective renters in a way that can really address their needs.
Here are three strategies you can employ to market your property during fluctuating, unpredictable, or just plain crazy times.
- Focus on building relationships and offering value.
Relationship building and value are two important themes when it comes to marketing to renters during uncertain times. Through targeted marketing strategies like Google Ads, social media advertising, and other dedicated channels, multifamily marketers can engage with prospective renters while communicating the many benefits of life at your property. By providing useful information that truly showcases the many aspects of your property, you can establish yourself as a trusted information source, thus creating a foundation for your potential renters. To do this effectively, you’ll want to go beyond showcasing the physical aspects of your property and emphasize the community, amenities, unique features, etc. Ensure your digital content includes things like virtual tours, video highlights of the neighborhood and community, giveaways, and testimonials to provide an inclusive view of life at your property.
Socially, it is equally important to respond to comments, chat requests, questions, and emails in a timely manner to establish a firm foundation for a potential relationship with renters. This consistent communication will not only demonstrate your commitment to their concerns but also reinforce the level of responsiveness and reliability they can come to expect as residents of your property when that time arrives.
Emphasize community and connection.
During times of unpredictability, it is important to emphasize the importance of community and connection, as these periods can create heavy feelings of isolation and just an overall detachment from society. By focusing on a sense of community, multifamily marketers can help to not only alleviate some of these feelings but also position their property as a place to live as well as a true community. You can accomplish this by promoting communal resident areas, social events, and other shared amenities that promote interaction among residents. You can even create and promote additional opportunities to encourage engagement, whether in-person or virtual, like resident meet-ups, coffees, and other community perks. Use your social channels to share the stories of residents coming together at these events to create a narrative of community connectedness and a supportive living environment. By incorporating strategies to address the needs of community and connection, you’ll not only contribute to a vibrant community but address residents’ needs and position your property as a place where residents can feel a sense of belonging and support, even during crazy times.
Speak to the needs of renters.
Marketing to renters during shifting times also requires multifamily marketers to understand the climate at hand. This includes remaining informed about the specific needs and concerns of potential renters in the current environment. You’ll need to conduct in-depth research to identify trends and preferences that may have emerged as a result of certain external factors, such as economic conditions, health concerns, or just lifestyle changes. Create messaging that speaks to these needs, communicating how your property can meet them. Align your offerings and amenities with what matters most to renters in the current times, be it more flexible leases, increased safety measures, or additional amenities. By speaking to these needs, you’ll not only have more impactful and relatable marketing efforts, but you’ll be better positioned as a thoughtful and responsive property choice in times of change.
Rentbot can help.
When navigating shifty times within the multifamily marketing industry, you must have the right tools at your fingertips. This is where Rentbot can help. We go beyond conventional marketing strategies and design websites specifically catered to your multifamily property. Our websites not only attract potential tenants but also improve conversion and retention. By leveraging our innovative design solutions like built-in SEO, conversion-optimized layout, real-time availability, mobile-friendly design, and more, you can not only address the current needs of renters in the current landscape but better adapt and thrive in any market condition.
Let us help you build a strong online presence that speaks to your renters and fosters lasting connections. Learn more here.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.