Personalization is key to standing out in a crowded renter’s market

In today’s marketing world, personalization has become more critical than ever. As consumers, we expect a customized experience that caters to our unique needs and preferences. This is particularly true in the multifamily industry, where renters seek a home that meets their lifestyle needs and caters to their personality. 

It should not come as a shock that the multifamily market, in particular, is highly competitive, with countless communities vying for the attention of the same prospective renters. As a result, property managers must provide a unique and personalized experience to stand out in such a saturated market. This can include customizing the leasing process to individual renters, such as offering personalized virtual tours or tailored lease agreements, leveraging personalized communications, or even offering unique and specific amenities and services that cater to renters’ lifestyle needs and interests. Similar tactics can not only enhance the renting experience but build loyalty among renters as well. In fact, according to a study by Multifamily Executive, 81% of renters said they would pay more for an apartment with features customized to their needs and interests. Additionally, in a survey by Zillow, 61% of renters said they were more likely to renew their lease if their apartment community offered personalized amenities and services.

Offer tailored amenities and services.

In addition to standing out in the rental market, personalization will also enhance the renting experience for tenants. By offering personalized amenities and services, property managers can foster a sense of community and belonging among renters. Many properties have quickly caught on to the benefits of amenity personalization by offering features like fitness classes and other group activities that create opportunities for renters to connect and form relationships. Others have dabbled in personalized concierge services, which help renters feel valued by the property. Adopting similar personalized touches can also elevate a property’s overall renting experience and lead to increased satisfaction and retention in the long-term future.

Create a personalized leasing experience.

Offering a personalized leasing process for renters can lead to increased satisfaction, engagement, and retention rates among renters, in addition to helping properties create a competitive advantage in the market. This can include offering virtual tours, personalized lease agreements, flexible leasing options, or even onboarding assistance to help new renters settle into their new abode. This level of flexibility and willingness to create these personalized experiences will allow property managers to better meet renters’ needs, respond to market changes, increase retention, build relationships, and attract new prospects. 

Personalize your communications strategies.

According to a study by Salesforce, 62% of consumers expect companies to personalize communications based on their interests. The multifamily industry is no exception and should also take heed. Property managers can use personalized email marketing campaigns to promote community events and specials and highlight new amenities or services. Personalized social media content can help engage renters and create a sense of community online. These tactics include sharing photos and videos of specific apartments or amenities and messages congratulating renters on special occasions or accomplishments and posting personalized responses to comments and reviews. You can leverage email marketing to disseminate targeted messages to specific groups of renters based on their interests, demographics, or behavior. Suppose a group of renters is interested in fitness, for example. In that case, sending information about the fitness center or upcoming fitness classes can help managers better connect with renters and improve response and engagement rates.

The benefits of personalization are pretty clear. And property managers who embrace it can better attract and retain renters, improve customer satisfaction, and create a strong sense of community within their properties. In addition, personalized marketing approaches can lead to increased resident referrals and positive online reviews, which can help drive leasing and revenue growth in the future.


Rentbot can help.

Personalization is not just a trendy buzzword but an essential strategy for success in the multifamily industry. And at Rentbot, we understand that today’s renters are no longer satisfied with one-size-fits-all approaches to multifamily living. They expect a personalized experience that meets their unique needs and preferences. That’s where we come in.

We create affordable, accessible website solutions for the multifamily industry, especially for small to mid-size properties. We build modern websites with industry-specific features, personal website support, and transparent pricing. In a matter of days, we’ll design your new Rentbot site that meets all your marketing needs, with conversion-optimized layouts, high-quality imagery, real-time availability, and a mobile-responsive design that will look great on any device, but most importantly, will attract and convert prospective renters. 

Managing small to mid-size rental properties requires you to wear many hats. It’s time to simplify your to-do list. If you’re ready to see what Rentbot can do for you, try your new, high-performance, customized Rentbot site, free for 30 days


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.