How to Maintain a Steady Lead Income for Your Multifamily Business Growth

Property management has seen a paradigm shift with the rise of inbound marketing, especially when attracting residents to multifamily properties. A comprehensive perspective is vital as you venture into constructing your marketing funnel, from crafting insightful blog posts and designing immersive virtual tours to launching targeted Facebook ads.

New marketers eager to build captivating campaigns and hone their content marketing efforts might sometimes overlook crucial elements like the leasing agent’s strategic role and the target audience’s nuances.

At the heart of a thriving marketing campaign is about qualifying leads and relentless lead generation. Without a dynamic strategy for enticing potential residents, even the most detailed funnel risks stagnation. Ensuring that every facet of your marketing efforts works harmoniously is essential for turning apartment leads into committed residents.

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

Focusing on the Funnel

A successful marketing idea in multifamily properties hinges on mastering the inbound marketing funnel. For property managers new to this approach, there’s a common tendency to launch numerous campaigns with a keen focus on the buyer’s journey at every stage.

However, the true secret lies in optimizing strategies for prospective residents. Emphasizing search engine optimization (SEO) ensures your properties consistently appear atop search results, making them more visible to potential renters.

Campaigns certainly have their place, but the key to long-term success and securing signed leases is concentrating efforts at the funnel’s top. This is where initial interest from potential renters is captured.

Without this interest, there’s no pool of leads to nurture or engage with. Excellent customer service and content tailored specifically for your target audience is essential. By establishing a solid online presence and consistently ranking high in search results, you can guarantee a steady flow of visitors and create opportunities to convert them into long-term residents.

Making Your Multifamily Marketing Funnel Scalable

The key to any business growth is scalability. But how do you translate a marketing funnel to meet scalability needs?

The first requirement is to look solely at the numbers. If you are struggling to bring in 1,500 web visitors per month and are only converting that traffic to leads at a rate of 3%, the outlook for company growth is not promising.

When faced with this kind of issue, it is essential to change your funnel, albeit one at a time. Again, your concern should be primarily on your traffic generation or how to increase that visitation from 1,500. If nothing else, an increase in site traffic to around 5,000 monthly with a steady lead rate of 3% can still significantly impact your top-of-funnel multifamily leads from 45 to 150 a month.

But how do you increase this traffic to such a rate? Again, your focus should be content. Experimenting with your content tilt, improving your content amount, and changing how you promote your content can contribute to higher traffic.

Maintain Consistent Conversion Rates

Achieving a scalable apartment marketing funnel hinges on the stability of conversion rates, a crucial metric for property managers and real estate agents. The effectiveness of your marketing efforts, particularly in areas like landing pages, forms, and special offers, plays a significant role in driving these conversion rates.

For instance, if you’ve historically experienced a 5% conversion rate from visitors to leads and a subsequent 1% from leads to actual customers, it’s paramount that these figures remain steady or, even better, show improvement to ensure the potential for long-term growth.

Consistent conversion rates don’t just offer a static picture; they enable forward-thinking marketers to predict the number of potential renters that may enter the lead generation pool within a given timeframe. Moreover, by closely monitoring these rates, you can gauge the number of leads likely to transition further down the sales funnel.

The integration of well-maintained buyer’s journey content, coupled with feedback from your sales team and tactics such as multifamily SEO, ensures that your content resonates with the target audience and that you are on track to meeting the overarching objectives of your property marketing campaign.

Keeping Up With the Content

For businesses seeing inbound success, it is tempting to lapse in your efforts or change direction due to comfortable growth. However, this can be incredibly damaging to your lead income. For your lead income to be consistent, content must also be consistent.

Again, we return to the issue of scalability. Knowing that content is the basis of apartment lead generation, it’s important to maintain that generation to maintain results. But how do you do that without your content growing stale? It’s a matter of knowing your audience so that you can take a leading approach in content creation.

Ideally, as you grow, it should be simple for your business to put processes in place to make you a content machine. Taking the step to keep up with your content ensures your business can continue to grow with ease.

With the slow-to-start methods of inbound marketing, it may seem difficult to grow a business using this strategy alone. However, the power of inbound multifamily marketing to generate leads is a powerful tool for a business looking to grow. The key to continued success with inbound is nourishing this lead income to ensure your multifamily marketing funnel works.

Leveraging Technology for Insightful Lead Management

Multifamily businesses can’t afford to lag. As you aim to maintain steady leads, integrating technology and data analytics into your marketing approach can offer significant advantages.

1. Harnessing CRM Systems

Customer Relationship Management (CRM) tools are no longer a luxury but a necessity. These platforms give property managers a holistic view of each prospective resident, tracing their journey from mere visitors to committed residents. By analyzing this data, property managers can pinpoint where potential renters might drop off, allowing for timely interventions and targeted strategies.

2. Data-Driven Decision Making

Relying on gut feelings is a strategy of the past. Today, successful multifamily property managers bank on actionable insights derived from data analytics. By studying patterns, behaviors, and preferences of potential renters, marketing strategies can be fine-tuned to match the exact needs and desires of the target audience. This ensures higher conversion rates and, ultimately, more signed leases.

3. Automated Marketing Campaigns

Automation in marketing can be a game-changer. Imagine tailoring specific email campaigns for different segments of your audience, triggered by particular actions they take. This ensures that the content is relevant to the recipient and reaches them at an opportune moment, increasing the chances of conversion.

4. Virtual Reality and Augmented Reality Tours

While immersive virtual tours have been mentioned, the next level is the integration of VR and AR in these tours. This gives potential renters an even more in-depth feel of the property, allowing them to visualize themselves in the space.

Given the increasing reliance on online platforms for property searches, such technologies can set your property apart, offering a unique experience and capturing the interest of tech-savvy renters.

5. Continuous Learning and Adaptation

The digital landscape is ever-evolving. What works today might not be as effective tomorrow. Therefore, continuous learning and staying updated with the latest marketing trends, technological tools, and best practices are crucial. Regular training sessions, workshops, and webinars can help real estate agents and property managers stay ahead of the curve.

While inbound marketing fundamentals remain rooted in understanding and catering to the buyer’s journey, the tools and technologies at our disposal have greatly expanded. These tools can help property managers, and marketers maintain a steady lead income and ensure sustained growth and expansion in an increasingly competitive market.

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

It’s Time to Take Digital Multifamily Marketing Seriously

Most digital marketers can probably relate to this social situation: Someone asks what you do for a living. After explaining that you work in multifamily digital marketing, the inquisitor follows up with some variation: “So, you play around on Facebook all day?”

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

Social media for multifamily vendors and developments, in particular, gets a bad reputation, with some business owners refusing even to acknowledge social platforms as legitimate marketing channels.

But if you think digital marketing is just fluff and noise, you are missing out on low-cost campaigns with great returns on investment that traditional marketing cannot compete with. Most businesses fail to realize that digital marketing offers more measurable value than traditional methods.

How a Company Generated $2M From One Blog

Over the years, blogging has transformed from a forum for teenagers into an affordable multifamily lead generation tool. To understand how this transformation occurred, let’s first examine how the internet has changed consumer behavior.

Additionally, HubSpot found that companies that implement blogging into their content marketing strategy receive 67% more leads than those that do not.

With a digital information repository at your fingertips, today’s consumers are more educated than ever. Gone are the days of visiting a store to speak to an expert or asking neighbors for referrals. Everything from pricing to reviews is found with a simple search.

No matter what industry or consumers you serve, customers have questions, and you can guess where they go for their answers — Google. So, how can you take advantage of this? By answering those questions on your company’s blog or FAQ page.

Marcus Sheridan, one of the earliest content marketing proponents, generated $2 million for River Pool & Spas when he published a blog post on the company’s website answering a simple question: “How much does a fiberglass pool cost?”

What did the blog post cost him? A half-hour of his time and maybe some web analytics tools? We’ll take that ROI.

According to Tech Client, businesses have a 434% higher chance of a high ranking on search engines if they feature blogs as part of their website. Additionally, HubSpot found that companies that implement blogging into their content marketing strategy receive 67% more leads than those that do not.

According to Tech Client, businesses have a 434% higher chance of a high ranking on search engines if they feature blogs as part of their website.

Content marketing might seem pretty straightforward, but like any marketing campaign, it is important to have a strategy. For most businesses, you are not blogging just to blog; you create content to drive your marketing funnel.

Social Media’s Biggest Value-Add for Business

Multifamily owners often ask, “Is social media a legitimate way to generate multifamily leads?” But those owners might be asking the wrong question.

The value of social media is not measured in leads, but rather, it is measured through customer experience. According to Forrester data, a relationship exists between customer experience and stock price. People are willing to pay a premium cost for the experience with a brand.

The value of social media is not measured in leads, but rather, it is measured through customer experience.

Additionally, improving customer experience can save your company big bucks. In fact, Sprint saves $1.7 billion each year by determining and mitigating the root cause of customer dissatisfaction from calls made to its contact center.

And as it turns out, social media is crucial to improving customer experience. The internet allows word-of-mouth communication to spread easier than ever, both positive and negative.

In the multifamily industry, for example, negative commentary from residents is commonly found across social media and online review sites such as Yelp, Twitter, and Google business pages. Residents who are frustrated with a property’s maintenance issues or poor customer service often express those feelings publicly online. How a multifamily property responds will determine how a negative comment affects your business.

However, each part of your marketing strategy should fit into one cohesive piece. Your website, social media presence, user experience, customer experience, etc., should work harmoniously to establish a successful inbound marketing plan.

You Must Talk Marketing ROI (4 Key Takeaways)

As marketers, we are constantly faced with the battle of justifying ourselves and our multifamily marketing agency’s role in a company’s ROI. We must always find ways to prove to CEOs that marketing contributes to the bottom line. 

But how? 

Here are 4 ways to convince multifamily owners and CEOS that marketing ROI matters.

1. Be relevant — set SMART goals.

Do you find yourself constantly sharing statistics that discuss retweets, follows, visits to the website, etc.?

These stats are important, but if you have not established true goals and understand how and if your work is contributing to the bottom line, STOP IT! It’s time to set up your SMART goals, communicate with your sales team, and start being relevant to what is most important to the CEO and company: ROI.

2. Play offense, not defense. 

Believe it or not, about 69% of CEOs believe that marketing is a waste of time, money, and resources. To stay on the offense, you must clearly define your goals, ensure that sales and marketing are happy, and discuss the purpose behind your goals.

Believe it or not, about 69% of CEOs believe that marketing is a waste of time, money, and resources. To stay on the offense, you must clearly define your goals, make sure that sales and marketing come to a happy place, and talk about the purpose behind your goals.

3. Always go after the 3 Hs.

  • Head – Explain your plan of action. Defend your strategies with case studies, numbers, etc. Win over your team with proof!
  • Heart – If people aren’t truly vested in your idea with their heart, you will lose them. Find out what’s important to them and how to tie your new goals to theirs.
  • Hands – Now that you’ve won over your team, you’ve got to get them to get back to (or start) work! Play out those call-to-actions.

4. Prepare to show your medal.

In business, you will fight many battles. You will be criticized and put through the wringer. But, at the end, these obstacles will refine your character — just like a medal has to go through fire to be reshaped and altered.

Take risks and be the change that will keep your organization moving forward.

Multifamily marketing guide to social media and social media for apartments.

Creating Marketing Qualified Leads With the Right Form

The excitement of starting an inbound marketing strategy for your organization can lead to initial eagerness to get things rolling. But in that sprint to kick off your multifamily marketing, you might find yourself missing a step or two.

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The use of content to gather apartment leads is, without a doubt, the primary focus of inbound. Therefore, many marketers and property managers spend their time emphasizing content strategy to generate those apartment leads. 

However, optimizing your content without optimizing your lead strategy defeats the purpose of inbound altogether. Instead, marketers should spend much of their intro to the inbound process on apartment lead generation and business strategies to guarantee their content is meeting objectives.

What is the purpose of an apartment lead generation form?

Nearly every multifamily website these days has an apartment lead generation form. But the effectiveness of those forms depends on many factors, including:

  • Type
  • Location on the page
  • The offer
  • The questions
  • How the contact data is used

Have you ever been interested in a new apartment complex or shopping center around town? Maybe you had a specific question while they were in development, so you filled out the contact fields — and waited. And waited. But no one got back to you.

Chances are, you provided a decent amount of personal information on that apartment lead generation form. You did so willingly because it was an exchange you found reasonable: your contact details for the offer or answers you wanted. Understanding this exchange is the key.

In short, an apartment lead generation form is a means of gathering information — the level of which is dependent on what you are offering on the other side of the form.

In short, an apartment lead generation form is a means of gathering information — the level of which is dependent on what you are offering on the other side. In multifamily inbound marketing, forms are also a means of progressive profiling (i.e., qualifying your apartment leads by asking for a little more intel) each time they fill one out. This progressive profiling is meant to get more and more information that qualifies leads by lifecycle stage and determines their point in the buyer’s journey.

What questions should you ask on your apartment lead generation form?

Now that you know the importance of your fields, the next issue becomes, “What questions should I ask?” This is where your apartment lead generation strategy comes in. If you followed the multifamily inbound marketing strategy correctly, your teams all came together to identify your buyer persona. Doing this should have resulted in defining your lead lifecycle stage.

If you have not done this, go back and do it now because this data is vital to your progressive profiling.

Let’s say you are a tenant representative for a large new commercial office building downtown. The project is not complete yet, but it has generated a lot of buzz, and companies are showing interest. You want to be sure you lease up before opening. However, you also need to make sure the companies you bring in are a good fit. This is where progressive profiling comes in.

Your first apartment lead generation form (the awareness one) will always cover introductory information. This includes the basics:

  • Name
  • Email
  • Phone
  • Company name
  • Job title
Smart fields help expedite the lead qualification process by letting you ask for additional relevant information. These fields also make things easier for sales down the line if the apartment lead becomes “sales qualified.”

If you are using certain marketing automation software like HubSpot, you have the opportunity to add smart fields that will populate if you already have this particular information. Smart fields help expedite the lead qualification process by letting you ask for additional relevant information. These fields also make things easier for sales down the line if the lead becomes “sales qualified.”

Developing your questions

Gathering your teams together for your apartment lead generation strategy would be pointless if you don’t have a process by which to direct them. Thankfully, that process is relatively simple. Early in the multifamily inbound marketing process, your team should have come up with an ideal buyer profile and a buyer persona, as well as SMART goals for the year to determine what type of leads you are hoping to attract. Need help building your ideal buyer profile? Check out our other blog here.

At this time, you get to bring all those details together. By using lead and customer goals, persona details, and sales data, your team should be able to determine the necessary lead information to create marketing-qualified leads.

By using lead and customer goals, persona information, and sales data, your team should be able to determine the necessary lead information to create marketing qualified leads.

Back to the tenant rep example from above. You know the office building in question has a specific number of spaces with an anticipated rent range. You also know the amenities that the building does and does not have. Given the nature of the building, along with your business goals, you know you will likely need to build a large awareness funnel to meet the occupancy goals by open.

While your awareness questions are simple enough, the details you need in the consideration and decision stage are much more in-depth. For one, the type of business and size is important in determining fit, as the building may not support the needs of certain companies. If the building is high-end, questions around “current rent” or “monthly revenue” may be important to help you discover if the company is a good fit from an affordability standpoint. By gathering this information early on, when it comes time to start leasing, the tenant rep’s job should be fairly simple in picking sales-ready leads that met the requirements.

Segmenting your list

While the ultimate benefit of progressive profiling is to shorten the sales cycle, there’s a secondary benefit that can help. List segmentation is the act of separating contacts in your CRM by various criteria. If you run a multifaceted business with a lot of different verticals, list segmentation is a lifesaver. 

List segmentation is the act of separating contacts in your CRM by various criteria. If you run a multifaceted business with a lot of different verticals, list segmentation is a lifesaver.

If you have a new offer for clients in the senior living space, for example, you don’t want to send it to the people in the economic development of mixed-use developments. Furthermore, people interested in your ad services probably aren’t interested in what you offer in multifamily branding. By gathering this information from apartment leads, you can use it to segment your multifamily marketing for a more streamlined message.

For content marketing success, an apartment lead generation form is much more complex than slapping a few fields on a page. Forms require a certain amount of business strategy to be used for their optimal effectiveness. This is a powerful tool that can improve the life of your sales cycle while requiring little more than some upfront strategy. All it takes is asking the right questions.

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How Do You Measure Success in Social Media?

When it comes to proving the value of a digital multifamily marketing strategy, return on investment (ROI) is the keyword all executives want to hear. It may seem a simple enough request, but calculating social media ROI can get pretty tricky.

While social media ROI is definitely important, there’s a different way to think about ROI that’s critical for marketers; the foundation that a strong initial multifamily marketing strategy can provide for all future multifamily marketing endeavors.

While it may seem minimal compared to the numerical value that a multifamily marketing strategy can provide a company, it’s important to remember that the work done in an initial strategy can make or break any future marketing efforts.

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Why Strategy Lays Important Groundwork

It’s easy to espouse demographic information about a brand. For example, most Oreos purchasers are parents between the ages of 24 and 39. But what does that information mean? This explains a core distinction between digital marketing strategy vs. traditional marketing efforts.

For traditional marketing, this information is simple enough for Nabisco to put out a commercial during daytime hours for stay-at-home parents that heavily features children enjoying Oreos.

For digital marketing, the approach is more complex. From this demographic information, what do we know about these parents? Where do they spend their time online? What does their buyer’s journey look like? What is a deciding factor in their purchase?

As Oreo is an established brand with years of name recognition under its belt, it’s unlikely that it would have to consider these factors to find marketing success seriously. For other companies entering the world of digital marketing, this information is “make or break.”

Knowing the important factors of your digital multifamily marketing strategy is important in your first campaign and campaigns developed down the road. Not addressing this information upfront could lead to catastrophe, forcing marketers to return to step one.

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Multifamily Marketing By the Numbers

For multifamily marketers, content marketing can take time to show real results. That being said, it’s a long-term approach that improves your brand’s visibility online and helps you nurture stronger customer relationships.

While it can be difficult to assign a dollar value to marketing ROI or ROMI (Return on Marginal Investment), numbers are still important to the marketer, more focused on marketing and results than the value of the marketing.

Consider the following statistics to understand the value behind marketing beyond ROI further:

  • Companies that blog 15 or more times per month see 5x more traffic than companies that don’t blog.
  • 82% of businesses report actively using content marketing, up from 70% last year.
  • Marketers with blogs receive 67% more leads than those who don’t.
  • Marketers who prioritize blogs are 13x more likely to have a positive ROI.
  • Video content is 50x more likely to drive web traffic than plain text.
  • Using photos of real people rather than stock photography can result in a 35% conversion increase.
  • Video was the primary form of marketing media created in 2021, followed by blogs (used by more than half of marketing teams), and infographics.
  • Social engagement as a success metric was also on the rise, up 187% from 2020.

These statistics are developed from analyzing a widespread amount of marketing data and are incredibly important as marketers decide what tactics work well for their strategy. For example, knowing that blogging daily can have a large effect on the chances of customer acquisition is helpful. It may lead to a heavier blog focus in a group’s digital multifamily marketing strategy. But if persona research suggests that the key personas won’t read a blog, it might be wiser for the strategy to put less emphasis on blogging.

While marketing statistics don’t guarantee that a tactic will work for all marketers, they allow us to see important trends. Though innovation is important in multifamily marketing, it’s also vital that you’re not constantly seeking to reinvent the wheel. By utilizing trusted statistics, marketers can make educated decisions about the tactics to funnel their efforts.

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How Companies Are Rethinking the Value of Social Media

Social media reigns supreme in the marketing space, even above multifamily websites. Last year, a website was the No. 1 marketing channel for business. This year, social media is the top dog. In fact, it’s at an all-time high. 

What does this mean for your multifamily organization? If you aren’t on social media in some capacity, you are already behind and missing out on qualified leads.

Did you know that 8 in 10 companies invested in social media marketing in 2021, and 39% plan to invest this year? Over the last year, companies had to rethink their strategies and some even hired customer experience officers to help lead the charge in this realm. 

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But how do you measure success on social media? Engagement metrics are helpful to track, but how does that translate to conversions and social media ROI? The primary tactic for social media marketing in 2021 was listening — something that will continue into 2022 and beyond. 

The true value of social media lies in the relationships you make. By establishing relationships with your followers, you can learn how to engage with them, support them, and  — most importantly — convert them into sales and loyal brand advocates.

While the most popular platform for marketers is Instagram, many teams are starting to see the most social media ROI and conversions from Facebook. This is likely due to Facebook’s robust advertising platform and ability to run lead-form ads. While listening to social media is critical to your marketing strategy, you can still achieve social media ROI with lead-form ads and an effective Facebook advertising strategy.

Assigning Value to Your Marketing Efforts

Assigning value to marketing efforts doesn’t have to be solely numerical. Instead, it’s important for marketers to understand that marketing strategy offers an important starting point to all future endeavors. A digital multifamily marketing strategy also offers social media ROI that is not necessarily easily measured but impactful.

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Despite the economic tribulations brought on the U.S. in the last few years, the real estate industry is hot. Aside from the increasing demand for more homes and commercial spaces, the multifamily industry is expected to grow remarkably up until 2030. So, how can you harness some of this data in your multifamily content marketing?

Let’s discuss …

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

A report from the National Multifamily Housing Council (NHMC) and the National Apartment Association (NAA) states that demand for multifamily real estate will be so great that at least 4.6 million units will be constructed within the next decade.

However, to make the most of these promising forecasts, multifamily real estate companies must learn to optimize data when creating multifamily content marketing.

Why Data Is Crucial in the Multifamily Industry

Data is crucial in every industry as it can improve conversion rates, increase traffic, and prevent knowledge gaps. To illustrate, a Bain & Company study states that businesses in the U.S. could increase profits by over $2 billion annually by utilizing data. Thus, data literacy is integral to professionals — including those who don’t work in the data analytics field.

In fact, today’s business degrees are becoming more interdisciplinary, covering topics like contemporary technologies and data methods. Modern online bachelor’s in business administration even have concentrations in data analytics and management information systems, which are taught alongside traditional business concepts, such as accounting, management, and business law. This shift only shows the growing expectations placed upon business people to be more data literate. 

And this translates to the multifamily industry as harnessing data effectively can lead to more intimate understandings when it comes to trends, more accurate insights into future movements, and more effective multifamily content marketing creation.

How to Integrate Data Into Your Multifamily Content Marketing Strategy

1. Use data to drive contextual storytelling.

Good communication should paint a vivid picture, even if the topic is technical. After all, consumers need to understand the material for it to be impactful. However, multifamily marketing campaigns must also present information that audiences can relate to or find use in to have a lingering effect. This is where gathered data comes in. Using soft and hard data, you can create a well-rounded customer story that provides context, evidence, and insights. Thus, when crafting multifamily content marketing for your customer story, use data collaborations to maximize relevancy.

2. Leverage data visualizations.

Nothing hypes an exciting data set more than visuals. Though some data diehards may disagree, the truth is that visualizations make data more appealing and digestible. In fact, a study by iScribblers found that humans process visuals 60,000 times faster than plain text. Thus, should you have any pertinent data that needs sharing, explore doing so via infographics, interactive tables, or even videos. 

Aside from being more immersive and interactive, data visualizations can increase recall value by upwards of 65%, making it a critical medium in data dissemination, externally and internally.

While you may be overwhelmed, the gear-up process for your marketing strategy can be a breeze with the right tools. This free inbound marketing kit includes four major tools we use in-house to outline our inbound marketing efforts and strategy.

3. Only pick the most salient data points.

Although publishing every bit of data you gather may be tempting, the best way to share them is to circulate the most notable highlights in your multifamily content marketing. This benefits you two-fold. First, more succinct datasets allow you to retain an audience’s attention span (only eight seconds). And, second, shorter data — and content, in general — is more digitally compatible. 

Considering that mobile compatibility and software development is credited by 59% of those in the multifamily industry for improving customer service, it’s also no surprise that there is now a demand for software programmers with a degree in computer science. However, whatever platform you use, your audience won’t be engaged if you present them with a hodgepodge of figures and statistics. 

In line with this, data expert Dr. Stephanie Evergreen told Forbes that “cutting to the chase” with your findings is a better way to engage the 50% of audiences who view such content on their mobile devices.

Although experts agree that the real estate market’s long-term future remains unclear, the influence of multifamily content marketing and the power of data is undeniable. As multifamily businesses aim to adjust to the New Normal, data-enriched content can act as an anchor and a propeller for industry stability and profit.

Selena Perkins is a freelance digital marketer, with a keen interest in data analytics. She believes that knowing how to use data to make decisions is a must-have skill for everyone. When she’s not busy with work, Selena unwinds by watching shows on Netflix.

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

Technology moves fast, as do digital marketing trends. As we live and breathe commercial real estate at our multifamily marketing agency, we understand where the industry is headed.

The following is our breakdown of the current trends in social media, augmented reality, and more — plus where we think the multifamily marketing space is headed in the future.

Grow your online presence and enhance your multifamily marketing strategy with this free social media for apartments checklist.

1. Content still reigns king.

Content marketing certainly is not a new concept and it certainly is not going out of style. By now, most companies know they need to create content that engages prospective customers. However, the question is how to do it more effectively. As the year continues, we will see commercial real estate companies creating more meaningful content than ever before.

Here is our breakdown of the current trends in multifamily marketing and where we think the commercial real estate space is headed in the future.

As the commercial real estate industry turns to content marketing, the smart ones will be more targeted. The key here is that you don’t need a thousand views per blog. Rather, you only need your target audience to view your content. Once you segment your audience base properly, you can launch individualized advertising campaigns and target those segments specifically. This approach will help you gain more apartment leads and conversions from these retargeting ads.

Truthfully, there’s no way around this. The success of your digital multifamily marketing campaigns will depend on your use of originally created, high-quality custom content — as content continues to reign in the realm of digital apartment marketing.

2. You need to pay to play.

Now is the time to focus your efforts on paid social media apartment marketing. The organic reach across most social media platforms is dying. By investing in paid social media apartment marketing you will increase your engagement and get high organic reach, as well as better search marketing.

With paid social media multifamily marketing, almost all social media networks will give you clear metrics to measure your performance and ROI. Another benefit to utilizing paid social media marketing is the ability to reach completely new target customers and enhance your apartment lead generation. By paying to promote your post, you increase the chances that people might share your content or engage with your organization.

3. Social media for apartments is where it’s at.

Social media has come a long way since its early days of simply sending a message, selfies, or favorite links. It has matured enough to become an effective tool in digital multifamily marketing for engaging with targeted customers on an interactive channel. However, oftentimes those in commercial real estate forget to actually be social on social media.

Here is our breakdown of the current trends in multifamily marketing and where we think the commercial real estate space is headed in the future.

Unfortunately, many property professionals do not take advantage of social media for apartments. Many times, they don’t reply to the influx of messages on social media. They also don’t maintain a frequent presence or put marketing dollars behind campaigns. Social media is an untapped market for properties to set themselves apart from the rest and can be the difference between turning a prospect into an apartment lead.

Multifamily marketing guide to social media and social media for apartments.

4. Instant messaging and chatbots are game changers.

Connectivity is another great advantage of social media. The simple ease of using functions such as direct messaging makes it easier than ever to engage with your residents. However, the conundrum that property managers now face is how to respond fast enough and accurately to prospective residents.

Cue multifamily marketing automation bots, also known as chatbots.

Today’s consumers want to engage with a company when and where it’s most convenient for them. For real estate, this could mean losing possible apartment leads if we are not able to respond to needs instantly. Chatbots seem to have cracked the code, quite literally, on instant communication. According to Botpress, a chatbot is defined as “any software that performs an automated task … the most intuitive definition is that a bot is a software that can have a conversation with a human.”

Here is our breakdown of the current trends in multifamily marketing and where we think the commercial real estate space is headed in the future.

In addition to being programmed to have realistic, human-like conversations with prospective clients, chatbots are also able to gather specific information relevant to the seller or the marketer.

In the context of commercial real estate marketing, a chatbot can mean providing 24/7, instant responses that do not require an individual behind a screen scrambling to answer a question. Chatbots also provide a smoother user experience for the resident, and user experience is always critical.

5. You need to utilize live video to increase engagement.

Video’s popularity as a multifamily marketing medium continues to grow yearly, and this year is no different. Particularly, live video is where we see social media platforms migrating. Live video contains much more engagement and fares better with many social media algorithms. More and more companies in commercial real estate are recognizing the power of video as a digital multifamily marketing strategy.

There are huge opportunities for leasing agents to really innovate and get away from traditional apartment marketing by utilizing Facebook Live to conduct virtual tours or answer real-time questions. Likewise, property managers can get in on the fun, as they may use Snapchat or Instagram Stories as a way to engage with current residents and alert them to fun events.

Here is our breakdown of the current trends in multifamily marketing and where we think the commercial real estate space is headed in the future.

6. It’s time to embrace virtual real estate.

Where do we see the future of multifamily marketing efforts? Virtual and augmented reality. As our industry rapidly embraces technological innovations, integrating VR and AR can set you apart from competitors.

Implementing VR elements into your apartment marketing scheme can prove effective when done correctly. Virtual reality opens the door to prospective clients that may have otherwise not been able to see your property, as they digitally tour units and enter a lifelike simulation of your multifamily property. Moving forward, we see this trend taking off as we can expect more and more companies to design 3D commercial real estate models through virtual reality.

Augmented reality is used by multifamily industry thought leaders today. It brings blueprints to life by taking a traditional flat layout and turning it into a lifelike 3D model. AR will provide a unique opportunity at every level of commercial real estate as it continues to evolve. Professionals believe that AR provides great value at the early stages of a construction project, and at the final stages of selling and multifamily marketing.

7. Drones can set your multifamily marketing apart.

Drones are a defining piece of technology for commercial real estate. Just a few years ago, it was conventional to hire a professional photographer for aerial shots of a property. Sellers now are capable of capturing stunning images and breathtaking videos of their property with camera-equipped drones, all while cutting back on costs.

Here is our breakdown of the current trends in multifamily marketing and where we think the commercial real estate space is headed in the future.

Drones can depict a great layout of the entire property, especially when recording video. For larger areas, the unique benefit that drones provide is navigation beyond the property and into the surrounding area. They are able to capture incredible bodies of water, beautiful landscapes, and nearby neighborhoods. This particular feature can be optimized if paired creatively with live streaming.

Drones also allow high-rise offices to capture images of the entire building along with attractive neighboring hotspots. Drones are one trend guaranteed to set your marketing apart from competitors, and will surely spread within the commercial real estate industry.

What does all of this mean for multifamily marketing?

It’s a game-changing year for apartment marketing, especially in terms of how to reach prospective buyers in your area. Up until now, the marketing landscape has remained more or less the same, with social media for apartments claiming the throne in every corner of influence. However, we are now seeing increasingly fast-paced developments in the form of new and updated features such as live streaming and instant messaging. 

What does all of this mean for multifamily marketing? Put simply, it means that content will have to be creative and engaging in order to gain more activity online. Are you ready to get creative?

Grow your online presence and enhance your multifamily marketing strategy with this free social media for apartments checklist.

5 Steps to Improve Your Multifamily Marketing Analytics Strategy

The world of digital marketing analytics is always changing, making it difficult to understand the correlation between ad dollars spent and revenue. As a multifamily agency, we know there is not a one-to-one correlation between the two, and it is nearly impossible to prove to upper management that our efforts are actually worth the investment.

The tracking and analyzing of your content mix to measure return on investment (ROI) is what digital marketing analytics is all about. And thankfully, there is no shortage of multifamily marketing resources to help collect and manage these data points.

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

Gearing Up With the Right Digital Marketing Analytics Tools

Google Analytics

Google Analytics is a free tool marketers use to track their multifamily website or app. While the interface seems daunting at first, this tool allows you to seamlessly monitor everything from the demographics and behavior of site visitors to bounce rate and what they are clicking on the most.

Social media insights

Most social media platforms offer their own analytics if you have a business account. Social media insights allow you to measure post reach, follower demographics, engagement and interactions, and even what time of the day your followers are most active. Additionally, you can track ad spend, cost per click, and more through Facebook’s Business Settings.

Hootsuite and Buffer

While Hootsuite and Buffer offer free platforms for social media management, the paid memberships allow you the ability to track all of your social media analytics on a single dashboard. Rather than logging into each of your social accounts to schedule posts individually, these platforms also give you the ability to schedule posts across multiple platforms from a single app.

Multifamily marketing automation software

While there are several tools to track digital marketing analytics, HubSpot, SharpSpring, and other marketing automation software allow you to wrap all of these into one. With these platforms, you can schedule-out email campaigns, social media posts, blogs, and more as well as track the digital marketing analytics for all of them.

While you may be overwhelmed, the gear-up process for your marketing strategy can be a breeze with the right tools. This free inbound marketing kit includes four major tools we use in-house to outline our inbound marketing efforts and strategy.

Practicing Patience With Digital Marketing Analytics

Just as “a watched pot never boils,” you cannot expect to see immediate results from your multifamily marketing efforts. Patience is key as you track the success of your labor.

More likely than not, you will not see significant progress within the first week, month, or even quarter. Successful multifamily marketing takes time. While you should track items daily such as Facebook ad conversions or clicks on a CTA for your weekly e-newsletter, it is more important to monitor these metrics over a more extended time to see real improvement.

For example, your Facebook Business Page may receive 60 new followers in one week but only a handful the next. The change in followers is not necessarily a reason to be concerned, but it is a trend you should track closely to discover why your followers did not increase as much as in previous weeks.

Analyze Your Success With Digital Marketing Analytics

After all, when you spend countless hours each month planning, scheduling, managing, and tracking your content marketing analytics, there’s no better way to enjoy the fruits of your labor (like increased ROI) than to track and improve your strategy continually. The key is to not get frustrated with your digital marketing analytics results. Stay patient and keep tracking.

How to Improve Your Digital Marketing Analytics Strategy

Reaching your buyer persona in the right place at the right time is paramount to multifamily marketing success, and digital marketing analytics are essential to the evaluation stage of any apartment marketing strategy. However, if not collected diligently, they are of no use.

If you are not achieving your multifamily marketing goals or seeing the results you want from your efforts, it’s time to adjust your strategy. The following are a few good practices to make habits that will increase your data’s relevance:

1. Identify your problem areas

First, decide where you could use some improvement. Focus your efforts on a few specific areas such as social media engagement or website traffic to track relevant data for your business.

2. Create SMART goals

To prove your analytics efforts are worth your time, you have to set SMART goals — Specific, Measurable, Achievable, Relevant, and Timely. This way, you can continue to track your progress in comparison to your end goals. Without this step, there is no way to assess the performance of the strategy you have put in place.

3. Stay committed

Now that you have the groundwork set, here comes the hard part — staying fully committed and on track with the goals you set. Tracking and reporting your analytics data weekly as well as monthly, quarterly, and yearly is crucial to finding different trends, so stay committed. Pausing your efforts or adding multiple layers to your pre-constructed plan will only lessen your impact.

4. Track your digital marketing analytics

Follow different trends in your digital marketing analytics data and make adjustments accordingly. Then, track and report the results to find new insights. Luckily, there are a variety of digital marketing analytics tools to help you with this crucial step.

While you may be overwhelmed, the gear-up process for your marketing strategy can be a breeze with the right tools. This free inbound marketing kit includes four major tools we use in-house to outline our inbound marketing efforts and strategy.

5. Report and repeat

Successful multifamily marketing is a long, winding road of strategy, testing, retesting, and careful planning. When you have met your goals, report your data to your team and set new ones.

Analyze Your Success With Digital Marketing Analytics

Trust the Experts to Become the Experts

Use digital marketing analytics to make informed decisions about the time, place, and manner in which you advertise. This way you can focus your ad spending in specific areas, to better reach your target audience and improve the value of your multifamily marketing.

Remember, if implementing and executing a successful multifamily marketing campaign is not your business’ specialty, you do not have to go at it alone. You can leave the heavy lifting to a multifamily marketing agency like Criterion.B. You spent time and energy creating multifamily branding that offers a unique value proposition, so now it is time to trust the experts to develop a multifamily marketing mix that sends the right message to the right people.

Not sure if your apartment marketing strategy needs the boost of working with a multifamily marketing agency? Check out our worksheet that helps you identify where your business’ apartment marketing strategy stands!

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

What’s the True Value of Multifamily Inbound Marketing?

Marketers should be wary of a few things when committing to a new multifamily marketing strategy. With overcrowded markets and constant construction in major metropolitan areas, it’s difficult to know how to distinguish your property.

When adopting nontraditional strategies, it’s hard for marketing veterans to understand how they add value.

Most marketers fail to realize that digital marketing offers more measurable value than traditional methods. Traditional methods bring prospects and residents at largely unknown rates, whereas multifamily inbound marketing offers measurable results.

Ready to hit the “GO” button on your campaign? Before you dive in, make sure you’ve dotted all your I’s and crossed all your T’s. This free checklist will help you cover all your bases.

In fact, multifamily inbound marketing offers three times more leads per dollar than traditional methods, and inbound leads cost 61% less on average.

This form of data intelligence is one of the many values that a digital marketing method like inbound offers marketers.

Maximizing Multifamily Marketing Analytics to Produce Measurable Insights

Perhaps the biggest benefit of digital marketing is the ability to track everything. Traditional marketing material printed and displayed cannot always track how many people saw your billboard or looked at your mailer. However, digital marketing tactics can provide this information with the ability to set goals that produce measurable insights.

Tools like Google Analytics and HubSpot or SharpSpring offer data on multifamily website visits or what pages they looked at. Email marketing platforms can tell you who opened your email and which links were clicked on most. And social media for apartments can give you the reach of organic posts and paid advertisements.

The world of analytics in the realm of multifamily inbound marketing is deep. It is just a matter of keeping up with that data.

Nurturing Your Apartment Leads to Land the Lease

Commercial real estate marketing and multifamily marketing agency

Consider a marketer trying to lease up a workspace in a renovated building. Looking at digital efforts independently, they could know the percentage of traffic on the leasing page from social media versus referral sites versus organic searches. However, a multifamily inbound marketing approach further emphasizes integrating various methods to maximize a prospect’s educational experience.

For example, a well-planned social media post might lead to a blog with a call-to-action that leads to an offer describing the benefits of working downtown. By emailing the prospect after they download the offer, they’re given information on what to look for in an office space. Continued follow-ups via email might ultimately lead to a lease.

Running an inbound marketing campaign on your own can be difficult. Where do you start? What do you do? We put together this handy, free template to get you started!

Using Data to Optimize Your Multifamily Inbound Marketing Results

Digital marketing can also pull data and analytics to understand the interactions at each point. A multifamily inbound marketer can figure out how many people who saw that social media post chose to click on the link. On average, they can tell how long people spent reading that blog and how many people on that blog clicked on the call-to-action feature. Insights like these allow marketers to make changes where necessary.

This is an underappreciated value of multifamily inbound marketing. Regularly tracking and offering such insights in the conversion funnel allows marketers to optimize their efforts better. Businesses can save time and money by ensuring their strategy is always on track, and that goals are within reach.

Per HubSpot, the less a business knows its key performance indicators (KPIs), the less likely it will be to meet revenue goals. Therefore, with this “track, test, and re-test” approach, properties using multifamily inbound marketing are certain to know and meet their vital goals.

Supporting the Numbers

While marketers in their daily life may care more about achieving goals efficiently, most executives care about the numbers. This is another area where multifamily inbound marketing offers strong value. Calculating ROI, cost per lead, and customer acquisition cost is simple when using inbound methods, as the data can be tracked easily.

Consider cost per lead: It’s as simple as knowing your ad spend and dividing it by total leads.

Cost per lead (CPL) = Total Marketing Spend / Total Leads

If you want to understand your cost down the pipeline, you dive deeper, calculating the cost per qualified apartment lead. To do so, you would need to divide your spending by the number of apartment leads classified at each point. Remember how we mentioned earlier that multifamily inbound leads cost 61% less on average? This is how marketers can prove that number.

For marketers looking for more comprehensive numbers, cost per customer acquisition can show each customer’s value. For this, you divide spending by amount of customers. The value of customer acquisition cost is its use in calculating overall ROI. This, along with lifetime value (Annual Spend on Product or Service by the Customer * Expected life of customer), can help you develop the ROI number your CFO desires.

ROI=( Lifetime Value – Cost Per Customer Acquisition)/ Lifetime Value

This number is key to gaining support for your efforts.

An All-Encompassing Multifamily Marketing Solution

It can be tempting for marketers and property managers to rely on the world of traditional advertising. For so long, our lives have been surrounded by intriguing commercials, radio ads, and billboards, making the digital world seem unfamiliar.

However, multifamily digital marketing efforts like inbound offer a true measurable ROI that is often absent from more traditional methods. With this, apartment marketers can ensure that their efforts are consistent and effective.

Ready to hit the “GO” button on your campaign? Before you dive in, make sure you’ve dotted all your I’s and crossed all your T’s. This free checklist will help you cover all your bases.

Reaching your buyer persona in the right place at the right time is paramount to marketing success, and marketing analytics are essential to the evaluation stage of any marketing strategy. However, if not collected diligently, they are of no use.

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

If you are not achieving your marketing goals or seeing the results you want from your efforts, it’s time to adjust your strategy. The following are a few good practices to make habits that will increase your data’s relevance:

1. Identify Your Problem Areas

First, decide where you could use some improvement. Focus your efforts on a few specific areas such as social media engagement or website traffic to track relevant data for your business.

2. Create SMART Goals

To prove your analytics efforts are worth your time, you have to set SMART goals — Specific, Measurable, Achievable, Relevant, and Timely. This way, you can continue to track your progress in comparison to your end goals. Without this step, there is no way to assess the performance of the strategy you have put in place.

3. Stay Committed

Now that you have the groundwork set, here comes the hard part — staying fully committed and on track with the goals you set. Tracking and reporting your analytics data weekly as well as monthly, quarterly, and yearly is crucial to finding different trends, so stay committed. Pausing your efforts or adding multiple layers to your pre-constructed plan will only lessen your impact.

4. Track Your Marketing Analytics Results

Follow different trends in your marketing analytics data and make adjustments accordingly. Then, track and report the results to find new insights. Luckily, there are a variety of marketing analytics tools to help you with this crucial step.

5. Report and Repeat

Successful marketing is a long, winding road of strategy, testing, retesting, and careful planning. When you have met your goals, report your data to your team and set new ones.

Trust the Experts to Become the Experts

Use marketing analytics to make informed decisions about the time, place, and manner in which you advertise. This way you can focus your ad spending in specific areas, to better reach your target audience and improve the value of your marketing.

Remember, if implementing and executing a successful marketing campaign is not your business’ specialty, you do not have to go at it alone. You can leave the heavy lifting to an inbound marketing agency. You spent time and energy creating a brand that has a unique value proposition, so now it is time to trust the experts to develop a marketing mix that sends the right message to the right people.

Not sure if your marketing strategy needs the boost of working with an agency? Check out our worksheet that helps you identify where your business’s marketing strategy stands!

How can different marketing methods impact your brand? This marketing story infographic looks at four popular marketing methods and explains how each impact a fictional company looking to grow and expand. Discover how these different methods could impact your business.

With thousands of marketing tools available in the marketing technology (MarTech) space, it is challenging to discern the need-to-haves from the nice-to-haves.

Looking to make your content more interactive? There is a tool for that. Want to enhance your lead database? There are tools for that, too.

The world of MarTech has extended far beyond basic marketing automation. And not a day goes by without a new tool popping up in your inbox.

Running an inbound marketing campaign on your own can be difficult. Where do you start? What do you do? We put together this handy, free template to get you started!

So, where do you begin? If you are starting to build out your MarTech stack, we recommend tools that will help you automate your marketing efforts and amplify your return on investment.

But first, consider the following:

  • If you are using a marketing agency or consultant, you may be able to leverage some of their MarTech stack. Marketing professionals typically have an arsenal of tools for email, search engine optimization (SEO), social media management, and more to deliver higher output and manage more customers. The cost of these tools is generally reflected in their price.
  • No amount of MarTech tools makeup for a lack of marketing strategy. If there were a tool that could magically transform your marketing, we would all be rich. Make sure you nail down your strategy first and then acquire tools that will help you support and enhance that strategy.

With so many marketing tools to choose from, it is a daunting task to understand which platforms you need and what will provide the best return on your investment. Below, we explore the top four tools for your marketing arsenal:

1. CMS: Make Updating Your Website a Breeze

In the past, an IT person or a developer was required to develop even the most basic websites. But now, with the advent of the content management system (CMS), even your grandmother could make edits to your site!

Building your site on a user-friendly CMS like WordPress will allow you to add content and make updates to your site without HTML knowledge. This frees you from the expense and delay of relying on an IT person to make changes.

Adding valuable content to your site is a great way to not only attract search engine traffic but also to establish your company as an authority in your industry and pre-qualify your site visitors as potential leads.

WordPress also offers the ability to choose from seemingly endless options of plugins, enabling you to integrate easily with many other MarTech tools such as MailChimp, WooCommerce, and Google Analytics.

2. Track Your Marketing Efforts With Google Analytics

Google Analytics is a free web analytics platform that will help you determine which channels are driving traffic to your website while providing valuable behavior insights for actions users are taking after they arrive.

To take analytics a step further, you can set up custom events and goals to track content downloads, form fills, video views, and other desired user actions.

3. Expand Your Workforce With Marketing Automation Tools

For companies with small business development teams, automating your lead nurturing process is hugely valuable. Marketing automation tools like InfusionSoft allow you to set up workflows to automate web form responses, lead nurturing email drips, and more. You can even set up a lead scoring model to alert you when a visitor becomes a “hot” lead. This frees up time to focus on only the most qualified leads while still providing nurturing efforts to residents who are not quite ready to lease.

4. Use a CRM to Improve Conversion Rate

A customer relationship manager (CRM) probably does not immediately come to mind when thinking about MarTech tools, but it should. After all, a huge function of your marketing efforts is to drive leads for your sales team. A CRM operating in sync with your website and marketing automation tool will help streamline your lead nurturing.

Limited by budget? A tool like HubSpot serves as both a CRM and marketing automation tool in one.

Running an inbound marketing campaign on your own can be difficult. Where do you start? What do you do? We put together this handy, free template to get you started!