Multifamily Marketing vs. Advertising: Stop Confusing Them & Start Winning! 

The digital marketing landscape constantly evolves with new tools and emerging trends. One of the hottest topics is generative AI, a powerful tool that transforms content creation and customer engagement. 

But even with all these exciting advancements, a fundamental question remains: What’s the difference between marketing and advertising?

Understanding this distinction is critical to reaching your target audience. While both aim to influence people’s thoughts about your products or services, they take different approaches. 

Let’s break it down and explore how generative AI plays a role in this ever-changing field.

Advertising: The Bullhorn With a Target

Think of advertising as a paid announcement. It’s a way to create buzz and let potential customers know about your offerings. Ads on social media platforms, billboards, or TV commercials are all examples. They grab attention and often tell people what to do next, like visit a website or make a purchase.

Imagine a real estate company in Dallas-Fort Worth, where construction is booming. They might use eye-catching billboards to advertise their services. These billboards act as ads, drawing attention and connecting with potential clients.

Marketing: The Mastermind Behind the Scenes

Marketing is the bigger picture. It’s a strategic plan that includes everything from figuring out your unique selling proposition (USP) to creating content and managing customer relationships. It sets the stage for impactful advertising.

Here’s how marketing helps create powerful advertising:

• Finding Your “Why”: Marketing enables you to understand what makes your company special. This unique value proposition is the foundation of all your marketing efforts, including advertising.
• Knowing Your Audience: “Buyer personas” are detailed profiles of your ideal customers. They consider age, interests, and problems your product can solve. By understanding your target audience, you can craft advertising messages that resonate with them.
• Building Relationships: Today’s consumers want a conversation. Marketing helps you create a two-way dialogue with your audience on social media platforms or through email marketing. This builds trust and loyalty, something paid advertising alone might need help.

Content Is King (and Queen)

People are more likely to pay attention to exciting content than flashy ads. Statistics show that content marketing, such as blog posts or social media content, can yield a better return on investment (ROI) than traditional advertising.

We all get bombarded with ads. The key is to make them relevant, not annoying. Here’s where targeted advertising comes in.

Digital Advertising Gets Personal

Digital advertising is no longer a one-size-fits-all approach. Enter Personalized Ads: A New Era. 

With targeted ads, messages are carefully crafted to resonate with specific buyer personas, taking into account demographics, interests, and online behavior. This shift from generic advertising to hyper-personalized messaging makes ads less intrusive and more relevant, potentially transforming them from an annoyance into a useful tool.

However, successful marketing goes beyond advertising. A strong social media presence, engaging content, and excellent customer service are crucial for building brand loyalty and fostering positive customer experiences.  

The digital marketing landscape continues to evolve, and businesses that can adapt their strategies to leverage the power of personalization, prioritize audience engagement across channels like social media, and deliver exceptional customer service will be the ones that thrive.

Paid Media Still Works

While content marketing is powerful, paid advertising remains valuable. It’s cost-effective and has a proven track record of success. 

However, the key is to be smart about your approach. 67% of small businesses make less than $3 for every dollar spent on ads. If your ad spending often yields diminishing returns, then it’s time to rethink your marketing approach.

Here’s where a comprehensive marketing strategy comes in. By understanding your target audience and creating engaging content for them, you can lay the groundwork for successful paid advertising campaigns. 

Additionally, staying on top of the latest digital marketing trends, including content creation and influencer marketing, is crucial to maximize your ad spend.

New technologies like generative AI can help you optimize your paid media efforts. AI can automate repetitive tasks like ad creation and targeting, allowing you to focus on strategic decision-making. Additionally, AI can analyze vast amounts of data to identify the most effective ad placements and messaging for your target audience.

With a well-rounded multifamily marketing strategy and leveraging cutting-edge AI tools, you can significantly improve your return on ad spend and reach your target audience more effectively.

The AI Revolution

Artificial intelligence (AI) is shaking things up in marketing and advertising. Here are some ways AI is changing the game:

• Content Creation Powerhouse: AI can create high-quality content like product descriptions and social media posts, freeing marketers to focus on more significant ideas.
• Super-Personalized Marketing: AI can analyze vast amounts of data to understand customer preferences. This allows for hyper-personalized marketing campaigns, delivering the right message to the right person at the right time.
• Marketing on Autopilot: AI can automate repetitive tasks like managing campaigns and optimizing ads, freeing marketers to focus on creative strategies that drive higher conversion rates.

The Future Is Engaged and Data-Driven

When used strategically, marketing and advertising can be a game-changer for your business. Companies with a strong brand presence generate 33% higher revenue. Likewise, businesses prioritizing customer experience see a 60% increase in profits. 

A well-executed multifamily marketing strategy that leverages AI and prioritizes audience engagement is no longer a luxury — it’s a necessity for survival and growth.

The Dynamic Duo: Creating Content Magic With ChatGPT and Our Content Marketing Agency

Digital content marketing can be challenging, especially when you have many other operations tasks. Enter Open AI ChatGPT.

The ChatGPT app has revolutionized digital content marketing and how we handle content writing, editing, and multifamily graphic design.

The biggest concerns surrounding this new artificial intelligence feature are: “How does ChatGPT work?” “What are good ChatGPT prompts?” and “Do I still need to hire a content marketing agency?”

Let’s answer each of these questions…

The Future of Generative AI in Property Management Marketing

Much like the shift to digital content marketing in recent years, the rise of generative AI has been slow but steady. And just in the last year, it has BOOMED.

Many industries are still coming aboard the realm of inbound marketing but not quite utilizing generative AI. However, Open AI ChatGPT will be key to becoming more efficient with your content marketing to stand out.

Effective content will help you embrace the feedback loop that allows your content to grow and develop. Only then will your content reach your targeting goals and give you the results you’re aiming for.

Understanding the Value of Generative AI

Before we can dive into how to use open source AI and answer “How does ChatGPT work?” we first need to discuss the benefits of using Open AI.

Generative AI provides marketers a powerful tool to streamline content creation processes and drive engagement. Ultimately, it allows marketers to quickly create large volumes of high-quality content, saving time and effort. 

This technology offers fresh perspectives and innovative ideas, sparking creativity and enabling marketers to explore new angles in their content strategies. Moreover, this AI writing tool can optimize content for search engines, enhancing organic visibility and driving website traffic. 

How Does ChatGPT Work?

ChatGPT operates on a sophisticated deep-learning model known as a transformer. This model is trained on vast text data to develop a deep understanding of language patterns and structures. 

When a user provides ChatGPT prompts, the model analyzes the context and generates a response based on learned knowledge. It breaks down the ChatGPT prompts into segments, attends to the relevant parts, and generates a coherent output. 

The training process involves exposing the model to a massive dataset that includes diverse sources such as books, articles, websites, and more. This exposure enables the writing tool to learn grammar, facts, reasoning abilities, and even some degree of creativity. The ChatGPT app gradually improves its ability to generate human-like responses through this iterative training process.

It’s important to note that while open source AI can produce impressive outputs, it should be used with caution and human oversight to ensure accuracy and maintain ethical standards.

And full disclosure: The AI writing tool wrote the above section about “How does ChatGPT work?”. Why? Because who knows ChatGPT better than the generative AI platform itself? This is exactly what we mean by supplementing your AI content with human oversight: no one knows your business like you do (or your content marketing agency).

How to Use ChatGPT

When utilizing open source AI for your digital content marketing, it’s important to understand how to leverage its capabilities effectively.

1. Use Open AI as a jumping-off tool to generate ideas.

Open source AI is best used to help kickstart your writing process, not execute the entire writing process. Provide clear and specific prompts to guide the AI in generating relevant content. ChatGPT’s output should be a starting point rather than a final piece.

2. Review all generative AI content for accuracy.

Maintain a critical eye and thoroughly review the generated content for accuracy, tone, and consistency with your brand voice. Make necessary edits and additions to ensure the content aligns with your objectives and resonates with your target audience. 

3. Utilize open source AI for keyword research and optimization. 

Extract valuable insights from the AI-generated content to identify relevant keywords and phrases that can enhance your search engine rankings. 

4. Bring human writers and editors into the process.

Embrace the collaborative nature of the ChatGPT app by involving human writers and editors who can infuse creativity, authenticity, and expert knowledge into the content. By combining the power of AI writing with human expertise, you can create compelling and high-quality content that drives results in your digital content marketing efforts.

Use Humanized Content to Develop High-Performing Results

Have you ever received an email with your name in the subject line or a newsletter closely tied to a topic you’d been researching? That’s a form of content intelligence. The epitome of content intelligence is the ability to take names or other information gathered about prospects and use that information to enhance content. 

Imagine being a decision-maker at a multifamily property interested in a third-party vendor company’s services. Wouldn’t that level of personalization, paired with an email that answers your questions, sway your decision to hire that company at your property?

Studies show that personalized messages can increase email open rates (17.6% open rate vs. 11.4% without personalization). This allows for more information to be gathered and improves your results. It’s a cyclical and powerful process. 

The most important thing is to ensure you’re utilizing all the right tools to inform your content. While you can provide ChatGPT prompts to include personalization in the AI-generated content output, the bottom line is that Open AI ChatGPT does not know your brand as you do. And, as mentioned above, it also doesn’t know your customers like you do. Take advantage of this knowledge and personalize your content for the best results.

What Are Good ChatGPT Prompts?

ChatGPT prompts are specific and provide sufficient context for the desired output. They should be framed as questions, statements, or instructions that guide the AI’s response in a targeted manner.

You want to treat this AI writing platform like an intern, providing clear instructions and not being afraid to give it additional instructions if you do not like the provided output.

For example, ChatGPT prompts that begin with phrases like “Can you provide insights on…”, “What are the benefits of…”, or “Please explain the process of…” tend to generate informative responses. Including key details, keywords, or specific parameters within the prompt can help guide the AI’s output toward the desired topic or perspective. 

Experimenting with different prompts and variations can yield diverse and interesting results, enhancing creativity and generating unique insights. It’s important to refine prompts, iterate on them, and critically review the generated content to ensure it aligns with your objectives and requirements.

Making the most of this technology is all about what you put into it. The better the input (prompts), the better the output (content). 

 Here are 5 ChatGPT prompts you should try out this week:

1. Website Copy: “Write me 5 new headline options for my website homepage that each focus on the different benefits of [company name] and [services]. Make the headlines punchy, engaging, and 8 words or less.”
2. Email Marketing: “Write a personal follow-up email template for when a prospect visits our website at [website link] but never makes contact again. Include a relevant CTA to get them to book a [meeting/demo/tour/etc.].”
3. Customer Support: “Write 3 follow-up responses for customers who leave bad reviews. Make each response different and focus on complaints about our [products/services], customer service, and [pain point], respectively.” 
4. Branding: “Write 2 options for a mission statement and 5 options for a company tagline that accurately reflects this company: [website link].” 
5. Content Generation: “Write a 1,000-word blog post about the benefits of using a [company name]. Focus the blog to highlight our [services] without sounding overly promotional. Include relevant keywords for SEO.”

Do I Still Need to Hire a Content Marketing Agency?

Hiring a content marketing agency remains essential. While open source AI is a powerful tool, a content marketing agency becomes an extension of your company, offering expertise, strategic thinking, and a deep understanding of your brand that open source AI cannot replicate (yet).

A content marketing agency collaborates with you to learn your multifamily brand inside-out, capturing its essence, voice, and values. They can personalize your content, crafting messaging that aligns precisely with your target audience’s needs and preferences. 

Our team of experienced content writers utilizes the AI writing platform to effectively use our client’s monthly hours, utilizing AI-generated content as a starting point for us to refine, polish, and add a human touch. 

This combination of AI and human collaboration allows us to generate content quicker and more efficiently, ensuring it meets the highest quality, accuracy, and engagement standards. 

Plus, studies have shown that extensive editing is often required for AI-written content. A study by iPullRank and MarketMuse revealed that less than 2% of survey respondents (fellow marketers) leave the AI content as-is after it’s generated. 98% edit the content for grammar, subject matter expertise, accuracy, and bias.

So, while the platform offers tremendous value, partnering with a content marketing agency takes your brand’s content strategy to the next level, ensuring a personalized, effective, and impactful approach that resonates with your audience.

The AI Writing Tool That’s Changing the Marketing Game

Incorporating open source AI into your digital content marketing strategy can offer speed, efficiency, and fresh ideas to enhance your content creation process. It empowers marketers to quickly generate a high content volume, optimize for search engines, and engage their audience effectively. 

However, while AI can produce blogs, emails, and even website content, it is not on par with humans in writing strong content. This is because AI cannot add the right context, elements of interest, or nuance to a story. 

The takeaway? AI and intelligence tools are growing fast, but they have not overtaken humans’ abilities when it comes to certain tasks.

Want to see the effect the human touch can have on your content? Book a call with Criterion.B now. We’ll get started on your customized strategy and show you how to BEAT your competition with real-life, human-generated content personalized to your business and audience. We’re ready to chat and answer your questions about our content marketing service.

Generative AI vs. Human Writers: Why You Need BOTH in Your Strategy

By now, you’ve likely heard about OpenAI’s ChatGPT and other chatbot artificial intelligence tools.

And if you haven’t heard of these AI writing tools yet, settle in and don’t skim over the good parts of this blog because this one is important. 

Generative AI has taken the marketing world by storm. With advancements in natural language processing (NLP) and machine learning, AI copywriting has become an increasingly popular tool for any business to interact with its customers — and the multifamily market is no exception to this growing trend. 

AI-powered writing tools, in particular, are a leading example of how generative AI is changing the marketing world. But while these tools can automate some multifamily marketing processes, human writers and editors are still essential. 

Why? ChatGPT might be revolutionizing how you handle content marketing, but did you know it isn’t always factual? Did you know some generative AI content is considered plagiarism?

We ALL have our limits, and that includes AI writing tools. We found those limits and think sharing them is important so you can utilize ChatGPT (and similar tools) to support your apartment marketing efforts the RIGHT way.

What is ChatGPT?

ChatGPT stands for “Chat Generated Pre-Trained Transformer” and is an AI-powered chatbot that utilizes an NLP model developed by OpenAI. It uses machine learning algorithms to analyze vast amounts of data to generate content that reads as if a human wrote it. 

Since ChatGPT launched in November 2022, the world hasn’t stopped talking about it. There are many use cases and ideas, but we haven’t seen enough comprehensive use cases to leverage it in multifamily marketing. 

Generative AI Tools and Industry Growth

The generative AI market is booming, with over 2,000 tools now available to help businesses create content, streamline workflows, and innovate across industries. The rapid expansion of this market is fueled by growing interest in AI-driven solutions and substantial investment. In fact, between 2022 and 2023, total investment in generative AI skyrocketed by an astounding 407%. Let’s explore some of the leading tools driving this transformation:

• ChatGPT (OpenAI): A widely used conversational AI tool capable of generating text, answering queries, and assisting with creative projects.
• Google Bard: An advanced conversational AI by Google that excels in generating detailed responses and explanations.
• Gemini (Google DeepMind): Combines generative AI capabilities with Google’s vast knowledge graph for nuanced and reliable responses.
• AlphaCode (DeepMind): A coding-specific AI designed to assist developers in writing and debugging software.
• GitHub Copilot: Powered by OpenAI, this tool enhances coding efficiency by providing contextual suggestions and code snippets.
• Peppertype: Offers content templates for writing articles, meta descriptions, and marketing emails.
• Rytr: Creates SEO-optimized titles, blog posts, emails, and advertisements with a focus on ease of use.
• Jasper: A content generator tailored for marketing teams, featuring multi-language support, collaboration tools, and content templates.
• Copy.ai: Focused on content marketing, this tool generates blog posts, social media updates, and email campaigns.
• MidJourney: A leading AI tool for generating stunning visual designs and artwork.
• Stability AI: Known for developing tools like Stable Diffusion, specializing in high-quality image generation.

A Market on the Rise

The generative AI industry is experiencing unprecedented growth, attracting interest from businesses across sectors. From crafting marketing content to automating repetitive tasks, these tools offer transformative potential. With investment levels surging and innovation accelerating, generative AI is poised to reshape how we approach creativity, productivity, and problem-solving.

Whether you’re a marketer, developer, or business leader, understanding and leveraging generative AI tools can provide a significant edge in today’s competitive landscape. As the market evolves, staying informed and experimenting with these technologies will be key to unlocking their full potential.

ChatGPT by the numbers

• On March 14, 2023, OpenAI launched GPT-4 technology in the ChatGPT Plus Plan, which allows it to generate 25,000+ words in output. As well the model understands 26 languages.
• ChatGPT reached one million users within a week of its launch and 57 million monthly users in the first month.
• ChatGPT crossed the 100 million users milestone in January 2023.
• 13 million individual active users visited ChatGPT per day as of  January 2023.
• Microsoft invested $10 billion in OpenAI, gaining 46% of the company’s stake. OpenAI received $ 1 billion from Microsoft in the initial stages of development.
• ChatGPT owner OpenAI predicts that by the end of 2024, they will generate revenue of $1 billion. $200 million in revenue is expected by the end of 2023.

The benefits of AI-powered writing tools

The primary advantage of ChatGPT is its ability to produce large volumes of content quickly and efficiently. This makes it an ideal tool for marketers and content creators who must quickly produce a high content volume. Additionally, ChatGPT can provide marketers with fresh ideas and perspectives on a given topic, helping them to create more engaging and compelling content.

Regarding blog writing and marketing, generative AI is an excellent tool for generating ideas and starting the writing process. By providing a prompt, such as a topic or a keyword, ChatGPT can quickly generate several paragraphs of text that can serve as a jumping-off point for further refinement by a human writer or editor.

Moreover, ChatGPT can help marketers create optimized content for search engines, which is essential for driving website traffic. ChatGPT can suggest keywords and phrases that can improve a blog’s search engine ranking by analyzing search queries and content related to a given topic.

7 limitations of AI in digital multifamily marketing

While generative AI offers several benefits, it is important to understand its limitations. ChatGPT’s writing is generated based on algorithms and statistical patterns, so it may not always capture the nuance or tone that a human writer could convey. ChatGPT also has limited knowledge of cultural and contextual factors that may impact how a specific audience receives content.

Additionally, ChatGPT may struggle to generate content for complex or technical topics requiring high expertise. In these cases, relying on a human writer or editor with the necessary knowledge and experience to create high-quality content may be more effective.

1. AI lacks creativity and personalization.

Despite the many advantages of ChatGPT, human writers and editors are still necessary in today’s marketing world. Human writers bring a level of creativity and personalization to their writing that AI-powered tools cannot match. They can inject personality and voice into their writing that resonates with their audience and helps to build a connection with them.

Furthermore, human writers and editors can provide a level of quality control that AI-powered tools cannot match. They can review content generated by ChatGPT to ensure that it is accurate, engaging, and error-free. They can also ensure that the tone and style of the writing are consistent with the brand’s voice and values.

When you compare content written by AI vs. a human, AI doesn’t have a lot of creativity or personality. Take the following paragraphs as an example. One was generated by AI, and the other by me (the Manager of Content at Criterion.B). I wrote a few paragraphs about web design — specifically, the No. 1 mistake marketers make when building or redesigning their websites. 

After writing my version of the topic, I asked ChatGPT to “Write a couple of paragraphs about the No. 1 mistake marketers make when building or redesigning a website.”

Here is my take on the results:

I ran both pieces of content through a plagiarism checker. My content had 0% duplicate content. Meanwhile, 5% of the AI-generated content was considered plagiarism. 

Additionally, as you can see, my content was much more informal, specific, and personalized. The AI-generated content (while it is good content) is much more formal, structured, and even a little bit stale in comparison.

While it’s not a bad paragraph and could be used in a blog somewhere, imagine an entire blog written using ChatGPT and how it would sound. The AI-generated content is a bit heavier to read, which could lead to a higher bounce rate over time if all your content is AI-generated.

2. AI lacks originality (possible plagiarism alert!)

ChatGPT is not your content creation savior. Sure, it’s powerful and helpful, and maybe the tool will improve significantly in the months and years to come. But for now: relying on ChatGPT for ALL of your content is a disaster waiting to happen.

AI learns from existing content on the web, so it replicates what is already out there. This means it could be a literal copy of something else online. (See the above example where the AI-generated content had 5% plagiarized content.)

3. AI utilizes an outdated learning model.

Generative AI cannot always provide the correct answers. Did you know that some content from ChatGPT and other writing tools is inaccurate information? This is because AI pulls data from top ranking articles or from what it can find online, so the stats you might see in your content might be inaccurate, outdated, and likely inaccurate. Think about the disclaimer provided in all generative AI results about how it’s “experimental” and users should always fact-check the results.

4. AI lacks emotional intelligence.

AI may be able to simulate human writing, but it lacks emotional intelligence. Human writers and editors can use their emotional intelligence to understand customer needs and write specific content centered around those needs. Emotional intelligence is crucial to successful multifamily marketing, as customers are more likely to engage with a business that understands their needs and values.

5. AI does not know your brand voice.

Every business has a unique brand voice and tone representing its personality and values. Human writers and editors are essential for maintaining and developing a consistent brand voice across all apartment marketing channels. Artificial intelligence tools may be able to write blogs, emails, and website content, but they cannot understand your authentic brand voice. ChatGPT has a lack of context, so AI is not recommended to be used by businesses. The bottom line: Generative AI does not know your business like you do.

6. AI content has errors.

We are all human (except AI, ha!) and make mistakes. But when you rely on an AI writing tool to generate content for you, you expect it to be nearly flawless. Or, at the very least, free from major errors.

I’ve been testing ChatGPT and other writing tools like Jasper.ai for several months and discovered the content is riddled with errors. Everything from run-on sentences and passive writing to missing punctuation and duplicate content.

Consider the below example. Jasper.ai generated the first paragraph and includes a variety of grammatical errors. While these errors are insignificant, they are still errors that would not be there had human-generated content. Then, compare the “After” paragraph, which is the same AI-generated content that was then edited by me (an actual human editor). Notice the difference in the paragraph’s flow, clarity, and readability. 

Although Google doesn’t penalize grammar and spelling outright, the bots that scan your content may find it harder to understand what the page or article is about, which could result in lower page rankings and perceived credibility.

7. AI content is not guaranteed to rank well.

Fun fact: Google doesn’t love AI-generated content. Google did release its own AI writing tool, Bard, so the space may change in the coming months and years, but for now, Google can sniff out AI content a mile away. 

And did you know that Google punishes AI-generated content? That means anything a chatbot spits out will NOT boost your apartment SEO ranking. In fact, it’ll actually hurt it.

How will AI affect search? 

Quality still matters over quantity. Just because ChatGPT can help you crank out more content does not mean you will rank well for those pieces. You need an SEO expert to help you rank and strategize effectively.

ChatGPT content lacks EEAT (expertise, experience, authoritativeness, and trust). You need this in your content to do well in Google search engine result pages (SERP).

Google provides users with TONS of answers to their queries based on SEO strategies, keywords, backlinks, etc.

A chatbot provides one singular answer. Just one answer. How does the chatbot know the ONE answer to that query? Is bias involved? What if they pulled inaccurate information for the answer? Consider these questions when using ChatGPT, Jasper.ai, Bard, and other tools to help generate answers to your queries and content for your blog.

Will AI replace humans? 

No! Remember, ChatGPT requires human editing. Effective apartment marketing requires tapping into the human element, which is something AI can’t do (yet). Natural language processing could change this in the years to come, but for now, ChatGPT is more of a stepping-off point for your content.

Marketers should harness AI to help batch-create content and save time, then use human editing to refine, hone, and detail the pieces. That’s how you create quality content that resonates. The key is to use AI for what it does best and supplement it with strategic human input.

How to beat your competition at the content marketing game.

So … outdated content, factual errors, plagiarism, and no guarantee of good SEO? That’s not a great recipe for your digital marketing strategy if you ask me.

ChatGPT is an excellent tool to start the writing process, but it should be viewed as a jumping-off point rather than a complete replacement for human writers.

There’s no replacement for human ingenuity. Over the next year or so, AI-generated content will explode. ChatGPT has changed everything, and it’s made everyone (including your competition) think they can pump out a bunch of content without their audience noticing.

But what happens when Google evaluates that content? It will notice the lack of originality. It will read like a robot wrote it — because a robot did! That’s what your competition is going to do. And what’s the best way to compete with your competition? Beat them at the content marketing game!

Want to see the effect the human touch can have on your content? Book a call with Criterion.B now. We’ll get started on your customized strategy and show you how to BEAT your competition with real-life, human-generated content personalized to your business and audience. We’re ready to chat and answer your questions!