Making your mark in the multifamily industry requires more effort than shining a light on your top features and amenities. You’ll need to appeal to the minds and hearts of potential renters genuinely and compellingly. You have to resonate with them in such a way that sparks emotions and builds connections. This requires telling your story–and doing it right.
Why tell your story?
Storytelling for multifamily extends far beyond the amenities. It involves creating connections on a fundamental level through narratives that engage prospective renters, connect to their pain points and desires, and allow them to envision life at your property. Through compelling storytelling, you can stand out from the competition and create stronger connections with your target audiences. Here’s how you can do it.
First and foremost, you want to thoroughly understand your property’s brand image. What does your brand value? What sets your property apart from the competition? What do you do well? What do you want to be known for? By taking a deep dive into the core elements of your brand, it will become easier to craft a compelling story that is true to your identity and sets you apart from your competitors.
2. Know your audience
You’ll also need to know your target audience to be an effective storyteller. Who are your prospective renters? What do they desire most? Where do they reside currently, and why? What are some of the daily challenges they face? What do they aspire to be or do? By understanding the answers to these questions, you can better tailor your story to resonate with their needs, preferences, lifestyles and more.
3. Create your story
Once you know your audience, you can work on crafting your story. You’ll want to begin by recalling those unique selling points that you identified earlier in the process. Use these points to establish a foundation for your narrative. Try to paint a thorough picture of what life could be like for them at your property. Be sure to focus on things like experiences, environment, benefits, and emotions.
4. Share the story.
Once you’ve nailed your story, you’ll need to share it. This is where much of that research will come into play. By knowing where your renters are frequenting, particularly online, you’ll know where to invest resources to promote your story to reach your desired renters. And be sure to diversify your channels, leveraging social media, Google Ads, blogs, email marketing, and even video. Optimize your storytelling efforts across multiple mediums that align with your marketing goals and target audience.
5. Adjust your storytelling as needed.
As you track your marketing progress, you may find that you’ll need to make some adjustments along the way. Develop a plan to consistently evaluate your story’s impact on audience engagement, conversion rates, leads, and traffic. By doing so, you’ll be better equipped to refine your approach, optimize impact and ensure your narrative continues to resonate with your target renters for the long term.
Rentbot can help.
In multifamily marketing, storytelling is one of the most powerful tools at your disposal to set yourself apart and drive success. With Rentbot by your side, you can unlock your storytelling potential right at your digital front door. With beautiful mobile-friendly designs, functional layouts, and built-in SEO, you’ll attract leads and convert them into leases. Start telling your story today and watch as your multifamily properties come to life in the hearts and minds of your audience. Contact Rentbot to embark on your storytelling journey and elevate your multifamily property marketing to new heights.
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.