Grasping the attention of residents has become a tough business. No longer will traditional forms of mass marketing and advertising be an effective way to bring awareness to your business and convert prospects into residents. The solution is inbound marketing. Inbound marketing is a modern method that equips you to create content that drives buyer personas through your marketing funnel in order to grow your multifamily business.
Understand and Develop A Buyer Persona
Before you produce content it’s important to understand and develop a strong buyer persona. According to Hubspot, a buyer persona is a semi-fictional character that represents your ideal resident.
These personas help you understand the demographics, pain points, behaviors, and motivations of your ideal resident. Developing buyer personas ultimately, allow you to better connect with your audience. So, if you’re working in a multifamily property, your ideal buyer persona might be active adults over the age of 55, or empty nesters looking to downsize their living space. Depending who you’re trying to reach, you may have more than one persona.
To develop a strong persona you’ll want to have a great understanding of your existing audience. By conducting 3-5 one-on-one interviews asking a series of questions that range from demographic information to reasons for choosing your property, you’ll be able to start picking up on trends and commonalities of your persona.
You can also collect data from your CRM and sales team to find commonalities and aggregate a generalized view of your potential persona.
And once you’ve developed your persona, remember to always reevaluate and revise it as the market shifts and resident needs change.
Understand The Buyer’s Journey
Once you’ve developed a buyer persona, you are better positioned to understand the buyer’s journey. According to Hubspot, “The buyer’s journey is the process buyers go through to become aware of, evaluate, and purchase a new product or service.”
In the awareness stage, your persona has identified a problem and is trying to understand that problem.In the consideration stage, your persona is considering all potential solutions to alleviate their problem. And finally, in the decision stage, your persona is deciding on choosing a specific option to solve their problem.
Using The Inbound Marketing Methodology To Guide Your Content
You’ve probably heard at least once that “content is king,” but more importantly, “context is God.” The inbound marketing methodology will help guide what context your content should be used within, based on four stages: Attract, Convert, Close, Delight. And by following the inbound marketing methodology and knowing where your persona is in the buyer’s journey, you’ll be able to produce content in the right context.
The attract stage is all about building awareness creating content that turns strangers into visitors. The type of content you would primarily be focusing on in this stage are blogs, social media posting, and white pages.
With every piece of content you write, publish, or post the goal will be to provide solutions to your persona’s problems. So for residents living in an urban apartment, you might write a blog post highlighting “The Best Places To Grab Cocktails Around The City” or providing “10 Interior Design Tips for a Loft Apartment.”
The convert stage is about converting visitors into leads. The type of content you’re producing would be in the form of a Call-to-Action (CTA), or landing pages. Create gated content, where viewers must provide minimal information that will be valuable to your business (email, zipcode, etc.). When trying to convert a persona, they’ve likely already become aware of your property and are looking for more information to make a decision.
In the close stage, your content is all about getting leads to become residents. The content being produced in this stage is focused in your CRM, email, and workflows. Your focus is to speak their language, meet their needs, and seal the deal.
In the delight stage, you will continue to provide value and show you care about your residents, and they will in turn become advocates and promoters for your property. Through social monitoring and surveys, you’ll be able to see how satisfied your residents are, and if there is a problem you’ll be able to address it quickly. Happy residents are your best advocates for attracting new residents.
With the knowledge of these content stages, you will be able to consistently produce the right content in the right context for your persona.