Is a Snapchat Marketing Strategy Right for Your Multifamily Property?

If you don’t use Snapchat, you’ve probably heard of it. It’s an app that allows you to share photos and videos with friends, but there’s a catch: within a few seconds of viewing the content, it disappears! Gone forever.

Seems a little silly, right? And yet, millions of people are using Snapchat.

In today’s digital age, social media has become an essential tool for businesses of all types, including multifamily properties. With many social media platforms available, choosing the right one can make all the difference in effectively marketing your multifamily property. 

One platform that often gets overlooked is Snapchat. But is Snapchat still a relevant social media marketing tool for multifamily properties? And how can you effectively market your multifamily property on the right social media platforms? 

Let’s dive in.

Is Snapchat Still Relevant for Multifamily Marketing?

When Snapchat first emerged, it was largely known as a platform for personal use, with its primary feature being ephemeral messaging. However, over the years, Snapchat has evolved into a powerful social media marketing tool, with features that allow businesses to connect effectively with their Snapchat target market.

As if you didn’t already know, Snapchat skews young. While Snapchat may not have the same user base as Instagram or TikTok, it still has an impressive number of users. 

According to Demand Sage, Snapchat has 375 million daily active users worldwide as of March 2023. That is an 18.6% increase year over year. And the number of users is up from 265 million back in January 2021. 

What’s more, Snapchat is particularly popular among younger demographics, with most users ages 18-24 using the platform.

So, yes, this platform is still a relevant social media marketing tool for multifamily properties, especially if your Snapchat target market is a younger demographic. 

(Pssst… If you are a student housing multifamily property, we highly recommend you jump on the Snapchat for marketing bandwagon!)

What’s the Value of Snapchat for Marketing Properties?

Although it seems counterintuitive, Snapchat content (photos and videos) is among the most engaging social media platforms. You probably wonder how disappearing content can be engaging, but that’s it! Viewing a “Snap” requires your undivided attention for a few seconds because if you don’t pay attention, you’ve missed the message (it’s gone).

Compare this to platforms like Facebook and Twitter, where we may passively “like” photos, doom-scroll our feed, or “save” articles with the best intentions of reading them later. But Snapchat is in the moment. It’s immediate, succinct, and convenient. And in return, Gen Z renters find it reasonable to invest a few precious seconds of their time. 

It’s this disposability that makes Snapchat so unique. It’s the fleeting nature of Snapchat that drives such high user engagement.

Should You Hire a Snapchat Marketing Agency?

Do we recommend hiring a multifamily marketing agency for your Snapchat marketing strategy? Typically, we want to promote our multifamily marketing services, especially our work on social media for apartments. But we also pride ourselves in being transparent and good stewards of your marketing budget and time — so no, we recommend you keep your Snapchat marketing strategy in-house. 

Why?

Snapchat is a highly personal platform. It’s not the platform where you share Stock images or promotional information about your property. This is the platform to offer behind-the-scenes content or promote things like resident events, local happenings, and funny anecdotes in your leasing office.

This is the type of platform you’ll want to hand over to your leasing agents and let them have some (professional and appropriate) fun with the platform! Let them use their creativity and share on Snapchat during downtime throughout the day. An agency will not be able to be at your property to share the type of personalized content your leasing agents will be able to. So leave platforms like Facebook, Instagram, and LinkedIn to your multifamily marketing agency and let your leasing team take the reigns on Snapchat!

How to Market on Snapchat (and Across Other Social Media Marketing Tools)

Now that we’ve established that Snapchat is still a relevant social media marketing tool for multifamily properties, here are some tips for marketing your property effectively on the right social media platforms.

1. Define Your Target Audience

Defining your target audience is essential before you start marketing your multifamily property on social media. Who are you trying to attract to your property? What are their interests, needs, and preferences? Once you clearly understand your target audience, you can choose the social media platforms that will be most effective in reaching them.

2. Choose the Right Social Media Marketing Tools

As mentioned earlier, numerous social media platforms are available, each with unique features and user base. Choosing the right social media platforms is essential to market your multifamily property effectively. 

If your target audience is primarily younger demographics, then Snapchat, TikTok, Twitter, and Instagram may be the best platforms to focus on. On the other hand, if your target audience is more mature, platforms like Facebook and LinkedIn may be more effective.

>> Want some Instagram inspiration? Check out the Top Instagram Accounts for Multifamily!

3. Use High-Quality Visuals

Regardless of which social media platforms you choose, it is important to use high-quality visuals to showcase your property effectively. This includes professional photos and videos highlighting the property’s amenities, location, and overall vibe. On Snapchat, you can also use filters and lenses to create fun and engaging content that will appeal to your target audience. You can even create and sponsor your filter so nearby users can utilize it in their Snapchat photos.

4. Engage with Your Audience

Social media is all about engagement. To effectively market your multifamily property, it’s important to engage with your audience regularly. This includes responding to comments and messages, reposting user-generated content, and creating interactive content like polls and Q&A sessions.

With a unique platform like Snapchat, you will want to make sure you don’t have any missed Snapchat messages, photo tags, or mentions from your residents and prospects. Be sure to check your notifications and respond when applicable regularly.

5. Measure Your Success

Finally, it’s essential to measure the success of your social media marketing efforts regularly. This includes tracking engagement rates, follower growth, and website traffic. Regularly analyzing your social media metrics can refine your marketing strategy and optimize your efforts for maximum effectiveness.

Tap your Bitmoji/avatar in the top left-hand corner to find your Snapchat analytics data. This will take you to the home screen. Click the “Insights” tab to see your Snapchat analytics data.

Opportunities for Multifamily Marketing on Snapchat

There are many ways multifamily can leverage Snapchat at the property level; let’s take a look: 

• Direct snaps to and from residents: Once a property begins to connect with residents on Snapchat, they can send and receive ephemeral messages from one another. Likewise, sending quick and private messages to the management team can be a suitable medium. This feature is a fantastic way to empower your leasing office and the property staff to connect with residents. As the face of the property, these employees will be able to get to know residents uniquely.
• Geofilters: Geofilters allow users to create custom-branded artwork that will appear as an optional filter within the app in a specific geographic region. Users within that region can then add the geofilter to their messages and videos to friends. Aside from affordability, geofilters create an opportunity to reach and communicate with your residents within seconds. Properties should consider leveraging geofilters within their geographic area to take advantage of an event or holiday and target future residents.
• SnapStories: In addition to the traditional disappearing direct messages, Snapchat also includes a “story” feature that allows users to post public messages and videos that last for 24 hours. This allows property managers to create a story about their property and those living and working there. This can impact the way current and potential residents view your brand and, more importantly, how they view your property as a potential home.

Develop a Snapchat Marketing Strategy to Attract Residents

While Snapchat may not be as popular as Instagram or TikTok for marketing, it’s still a relevant social media marketing tool for multifamily properties, especially if your target audience is younger demographics. 

The bottom line for apartment marketers: Snapchat is here. The multifamily industry has seen the rise and adoption of other burgeoning social media platforms, but why? because that’s where their renters are. That’s where their renters spend time, consume information, and interact. If you can’t speak Gen Z, it’s time to learn.

By defining your Snapchat target market, choosing the right platforms, using high-quality visuals, engaging with your audience, and measuring your success, you can effectively learn how to market on Snapchat to promote your multifamily property and attract new residents.

Who Should Be in Charge of Social Media for Apartments?

By now, we’ve established that social media is another platform for communication.

Renters want information anytime, anywhere, and they want it at their fingertips. Their need for information is instantaneous, and social media for apartments is the only marketing source to deliver that.

Residents are increasingly connecting with properties online throughout all phases of the renting process, from research to retention. As a result, property managers need to be able to do their jobs online, requiring them to have a certain amount of autonomy. Social media for apartments presents several opportunities for leasing, multifamily marketing, and building relationships. However, it also presents many risks.

A Balancing Act Between Corporate and Property-Level Marketing

Online word of mouth and one bad resident experience can taint an apartment brand. Property managers (not just corporate) must be present, helpful, and interactive on social media to read, respond, and act on any negative resident feedback.

It’s natural for corporate management to want complete control over their properties’ online activity, as doing so would limit risk and maintain consistent apartment brand messaging across all properties. However, this isn’t realistic. 

The key to success in multifamily digital marketing lies within the property managers — they’re the ones who know their residents better than anyone else. They live and work in the communities they serve, and they’re the ones interacting with residents daily.

So, how do we balance apartment brand consistency (corporate level) and local content/personalized service (property level)? The answer is quite simple. It just calls for a little training and education.

Corporate Responsibility: Training

Resident interactions on social media must be handled at the property level. Corporate management needs to take the necessary steps to train property managers. They need to provide resources (e.g., content guidelines, tone), that property managers can customize according to their residents. Employees should feel empowered to communicate on social media — that is corporate’s responsibility.

We recommend providing your properties with standard corporate messaging via a “Voice and Tone Guide” for social media and all content marketing, allowing each property to personalize its content.

Focus on keeping messaging simple and consistent. By providing guidelines for use, you can strengthen corporate apartment branding across all properties while allowing local social media to take the shape of its own at the property level.

The most important thing to remember is that corporate training should be ongoing. Organizations like the National Apartment Association (NAA) make that easy for corporate management to implement.

The NAA Education Institute offers the National Apartment Leasing Professional Program. The course includes six modules, which corporate management can license and provide for employees, either online or in the classroom. The curriculum includes everything from monitoring your online reputation to optimizing content for search engines.

Property Responsibility: Open Communication

Successful training requires an earnest effort from each property and its employees. Without their commitment, an effective digital marketing strategy is impossible to implement.

The property manager must consult their regional or national corporate representative anytime they have questions, feedback, or insight regarding social media use.

Corporate management should serve as a resource for properties and vice versa. Property managers should provide feedback on local apartment marketing efforts (What works, what doesn’t?). They should also be able to ask corporate representatives for help in unfamiliar situations and provide them with insights from their resident community.

Open communication is the key to balancing strong apartment brand messaging on social media with local personality and service.

Tying It All Together

To sum it up, here are some common threads in establishing multifamily brand development and character: A customer-centric approach is essential to the success of any multifamily digital marketing effort, whether that’s differentiating your property, meeting millennial expectations, designing your multifamily website, and so on. The most successful properties are capitalizing on the relationship-building attributes of social media for apartments and intercepting prospective renters in the places they’re already searching.

Technology is fast-changing the apartment marketing environment, and it’s up to you to respond or risk falling behind.

3 X (Twitter) Social Media Marketing Features You Should Already Be Using

As a multifamily property manager, staying on top of the latest X (formerly Twitter) marketing trends and social media platforms is important. X is one of the world’s most influential and widely used social networks, offering multifamily marketers an excellent opportunity to reach potential residents. From engaging with prospects to showcasing your properties, X marketing services can provide various benefits. 

With X, engagement is directed toward a broader community: residents, local businesses, other properties, corporate management offices, the multifamily industry, etc. While Facebook is predominantly B2C (business to consumer), X’s social media marketing incorporates more B2B (business to business).

Understanding the basics of X

X is a social media platform that allows users to share short messages limited to 280 characters. Users range from individuals to major corporations, and they can follow or subscribe to each other’s updates. 

Hashtags allow users to carry on conversations with larger groups, and X’s retweet feature enables messages to bridge networks of people quickly. You can also use trending hashtags related to current events or popular topics, which can help get more eyes on your posts and boost engagement levels.

X marketing lends well to news-like updates, quick conversations, and viral messages. Several multifamily properties have found their way onto X, and our X marketing agency is frequently asked for direction on its use. 

What are the use cases for X?

• Important updates: While residents are one of many audiences on X, they’re still important. X is an excellent tool for sharing information updates, including upcoming resident events, inclement weather, or reminders about daylight savings time. Quick thoughts and well wishes (e.g., Happy holidays! Safe travels, everyone!) are also conducive to the platform.

• Community engagement: Begin following and interacting with local businesses. Your multifamily property is part of a larger community, so being a good community member is essential. Support local events by spreading the word and sharing business specials when they’re relevant to your residents or your community. You’d be surprised how much support you’ll receive in return, both online and off.

• Environmental scanning: X marketing is an excellent tool for monitoring conversations surrounding your property, city, and industry. What are people saying about your property? Banter the good and address the bad. It’s essential always to respond. Is someone searching for apartments in Uptown Dallas? Perhaps you could be the one to reach out and offer to answer any questions they have about the neighborhood. A simple keyword search allows you to keep an eye on conversations that might be relevant to you.

• Cross-platform promotion: X is a great way to spread the word about your actions on other platforms. If your property keeps a blog or if you’re holding a contest on Facebook or Instagram, X is an excellent platform for sharing links or sending out reminders.

• Displaying your personality: When interacting on X, people should feel like they correspond with a person, not a business. Be friendly, be personable, and be neighborly. Remember that social media is a cocktail party, so take the time to get to know the other party members. The customer-centric approach pays off through relationships, the foundation for referrals, retention, and leasing. Trust us on this one.

• Lead generation: You can also use X’s targeted advertising features to reach new audiences interested in renting an apartment home at your property. With targeted ads, you can select specific demographic criteria such as age, location, gender, etc., which allows you to target specific users who are likely interested in renting from your property. This helps ensure that your ad spend is efficient and effective by focusing on users who are more likely to convert into leads or tenants for your property. 

Don’t forget that social media activity improves your SEO (search engine optimization) — that is, the likelihood that your property will appear near the top of search engine rankings. This is important because it helps more people find your property.

Who is using X?

X is an amazing place. With over 368 million monthly active users worldwide, X has an active community that all different types of people embrace.

Almost every type of industry has a community on X, including engineers, multifamily marketing professionals, fashion designers, lawyers, and even realtors. But how can these industries use X to their benefit and gain something positive out of a social network?

We’ve talked a lot about social media and how it benefits the multifamily market, but let’s talk about one specific thing that may interest realtors, developers, and everyone: Tweetchats.

What are the benefits of online chats?

Online chats have been around for years and are continually rising in popularity.

These online chats are scheduled, moderated conversations about a specific topic. Any X user is welcome to join any chat of their choice, but it’s a chance for users to connect with influencers and other uses and converse over similar interests. For instance, a chat about community fitness will probably bring groups of social runners and yoga lovers together to talk about health and wellness in community settings.

How to get involved

There are several types of chats within real estate, each catering to people interested in multifamily, apartment hunting, developments, or traveling. However, chats are scheduled at a certain time each week. Make sure to find out when exactly your chat is and add it to your calendar. There are a few websites out there that list almost every chat created and their time.

Questions & Answers

The format for a chat is fairly simple to understand: a moderator from a single X account usually tweets out questions for other users to respond to. Using the form “Q1” or “Q2”, moderators can let you know what question they’re on, and you reply to those questions with “A1”, “A2”, or whichever number corresponds to the question. This makes it easy for other participants to understand what everyone is responding to and ultimately helps everything stay organized.

Engage With Others

So you’re answering the questions, getting favorites on your tweets, and maybe a few replies. What do you do now? Engage with them! This is when you can interact with the rest of the community, reply to interesting answers you see, and favorite some tweets that catch your attention. Overall, it’s your chance to get your name out there, grow your following, and make some connections.

While you may think chats won’t help people in the industry, it’s still important to know that a social presence benefits all types of professionals. With the digital age constantly evolving, multifamily must stay on their toes; engaging with the community through social media is one way to stay up-to-date.

Beyond X: What are the latest features you should be using?

With countless tools and features at your disposal, it’s no wonder that many businesses are taking advantage of X’s social media marketing to boost their reach. So, what are some of the newest features? And how should your property be using them? Let’s take a look. 

Threads 

The thread feature allows you to create longer messages by connecting multiple tweets in one thread. This is great for sharing lengthy stories that would otherwise be too long for a single tweet. To do this, hit the “add another tweet” button when composing a tweet and start adding more content. You can also add images and videos to make your threads more engaging. 

Polls 

Polls allow you to gather feedback from followers quickly and easily without having to send surveys or contact people directly. You can ask simple questions with a few options for responses or complex ones with up to four answers each. This is a great way to get valuable insights into what potential renters may look for in an apartment complex or what amenities they prioritize if given a chance. 

Moments 

Moments are related tweets about noteworthy topics, such as events, trends, or announcements from around the world or within your community. They can be shared through links and hashtags and embedded on websites, making them highly visible and easy to access. This is an excellent opportunity to showcase some of the events at your property, like upcoming concerts or weekend activities, so you can reach new audiences who may not already be following you on X. 

Add X to your multifamily marketing toolbox.

X marketing services is simply another tool in your multifamily marketing toolbox, and it has the power to foster relationships and positive word-of-mouth. With the ever-growing community on X, putting yourself out there and interacting with your residents is essential.

X social media marketing has endless possibilities for getting your message out there — but only if you know how to use its tools effectively. By taking advantage of new features, you can unlock powerful opportunities that will help get your property noticed by potential renters who may not have been aware of it.

The Secret to a Successful Multifamily Marketing Strategy: Influencer Marketing

Millennial and Gen Z renters no longer consider commercials or ads the major influence in their decision-making process. Many brands know this, using their marketing tactics to focus on influencer marketing to reach beyond the typical leasing billboard.

From reviews to thought leadership, social media for apartments offers a unique outlet to build fans as an influencer. Social media influencers in the real estate world are recognized for their large following and insights covering all aspects of the multifamily space. 

A strong social presence is necessary to hold an influencer status in addition to quality posts. Turning to these influencers as a voice within the industry will result in valuable relationships that companies can leverage.

So who exactly are these valuable assets? 

Social media influencers are users with a large following and are “influencing” the community. They are often viewed as a more trustworthy resource than advertisers, thus better capturing an audience. 

According to Nielsen, 92% of people trust recommendations from individuals (even if they don’t know them) over brands. It makes sense, right? Who sounds more reliable, a brand trying to sell you something or an individual just stating opinions?

Influencer marketing has become an increasingly important tool for businesses in recent years, and the multifamily industry is no exception. Influencers are social media users with a large and engaged following who can help to promote your brand or product. When done correctly, influencer marketing can be an extremely effective way to reach new prospects and generate apartment leads.

What does influencer marketing mean for multifamily?

As property managers take to more nontraditional methods for reeling in renters, social media influencers hold an interesting opportunity for multifamily. Influencer marketing is an indispensable asset as it allows a third party to promote your property.

For instance, influencers have brought attention to properties through guest blogging and social promotion, like TweetChats. Most of them participate or host weekly Tweetchats, like #AptChat and #REOnline, where real estate professionals exchange ideas while networking. Apartment communities can join the conversation and leverage the popularity of online hashtags run by influencers.

Leveraging influencer marketing for your property

There are a few key things to remember when leveraging influencers for social media. 

• First, it’s important to identify influencers who are a good fit for your multifamily brand and who have an audience that overlaps with your target market. 
• Second, you’ll want to develop a clear strategy for working with influencers, including what type of content you’d like them to create and how you’ll promote it. 
• Finally, ensure you measure the results of your influencer marketing campaign to continue improving your multifamily marketing strategy over time. 

Connect and Engage With Influencers

Connecting with real estate professionals is the first step to becoming aware of how influencers can help your marketing. Engaging with these professionals in relevant topics will help develop a network that can be used to get involved with the community.

Twitter, Pinterest, and LinkedIn have a large commercial real estate community, so it’s important to know where to go to connect with the right professionals. TweetChats and LinkedIn groups are great places to engage with property managers, so use these to your advantage. As long as you’re getting your name out there, other professionals will start to see you as a reputable source.

Socialize With Quality

Focusing on sharing quality content is important to real estate influencers. Social media should be an outlet for property managers to be themselves and talk with other professionals. Sharing relevant content and using popular real estate hashtags will elevate your presence. Further, voicing opinions on certain trending topics will show a positive interest in building an active, involved community.

Boost Your Multifamily Marketing Efforts

Influencers are great marketing tools because they know the ins and outs of the industry. Connecting with these professionals allows property managers to market their property simply by becoming visible to their followers. 

Rather than spending large marketing dollars on billboards or print ads, influencer marketing is free or significantly cheaper. Consider allowing one of these professionals to guest blog on your property’s site, for example. They can share your article with their followers, and you have more content to add. It’s a win-win!

By following these tips, you can maximize the impact of influencer marketing for your multifamily business.

Understanding the Relationship Between Multifamily SEO and Social Media

Did you know that multifamily SEO matters on social media?

More and more multifamily properties are hopping on social media, which serves as another channel for them to share and interact with renters and the community. But perhaps you don’t see the appeal of a social media presence?

Well, we’re here to give you another very important reason to be on social media, and that’s search engine optimization (SEO). Multifamily SEO is essentially the process of optimizing your content for search engines. 

For most platforms (i.e., Instagram, Facebook, Twitter, Pinterest, and Tumblr, to name a few), there are a few simple steps you can take to move your multifamily property up in search engine rankings:

How do you optimize your social media profiles?

1. List Basic Information

All social media platforms have a place for users to list basic information: Company Name, Location, About Us, Address, etc. Make sure to fill out all the information sections on your profiles with specific keywords. The more information you share, the more chances you have to be indexed by Google. Besides, you want to make sure that anyone who comes across your property online knows exactly where it’s located and how to contact you.

2. Anticipate Popular Keywords

Brainstorm words or phrases that are relevant to your multifamily property. Perhaps it’s “lofts in downtown Dallas” or “Houston apartments with a dog park.” What is your property or multifamily business offering? What would your target audience search specifically? Use these keywords at a high density throughout your social media profiles and bios; include them in your social media captions when it’s natural to do so. You also might want to use them in hashtags (within the caption and not the comments) to get users on social media to find you more easily.

3. Invite Reviews

Display a section for reviews when possible. Facebook pages have a review section on the left side panel with 1-5 star ratings for the user to evaluate and post comments. It shows real people living in your multifamily property, providing real feedback. Again, it’s more opportunities to be indexed by search engines. This also allows you to publicly address any issues that your residents may be having, ultimately showing potential residents that you’re on top of handling problems.

4. Link Often

Outbound links are one of the most important aspects to multifamily SEO, so be sure to link to other sources! In your use of social media, provide links to relevant blog articles and neighborhood events. Spread the word out about the great happenings going on around your neighborhood and property. Not only is it good for multifamily SEO, but “linking” is a great way to connect with people and businesses in your community.

5. Create Shareable Content

Inbound links are equally as important to SEO, yet you have to earn them. When people link back to your multifamily website or social media pages, it means you’re sharing content that is high quality, compelling, and helpful. 

Some ideas include:

• Make and share a weekly newsletter with information about what’s going on at your property.
• Post interior design tips for small living spaces. 
• Write about apartment decorating and storage hacks.
• Promote local events and happy hour specials in your community.

Creating shareable content starts with knowing your audience and what they would find interesting and resourceful.

6. Utilize Multifamily PPC

While SEO is the organic approach to driving traffic, multifamily PPC is the paid. PPC ads display at the top or in the sidebar of search engine results. A successful multifamily PPC campaign combines your keyword research and your insights to design highly targeted ads that drive traffic to your website. It’s important to note that well-qualified traffic is the result of research and continued testing. Understanding your residents should be an ongoing learning process and the foundation of any SEO or PPC campaign (not to mention, all digital marketing).

7. Update Your Instagram Bio

Potential renters don’t just use Google to find new apartments, they use Instagram too. They go to the search bar on the explore page a type in “apartments in [city]” and maybe even include a descriptor such as “affordable” or “luxury.”

The way you give your property’s account the best chance of showing up in a related search is by adding keywords right into the “Name” of your profile’s bio. While the label for this section might make you assume you’re limited to just having your property’s name, there are actually no rules for this section. You can put whatever you want for your bio’s name. There’s also quite a bit of space you have to work with. 

Here are some examples: 

• Rio Villa Apartments | San Angelo, TX
• LVL 29 | Luxury Apartments in Plano
• Willow Creek | Affordable Apartments in Austin
• Prairie Pride | New Homes in Midlothian 

If you feel like your Instagram handle is enough to communicate the name of your property, you could even remove the name entirely and focus more on longer or multiple keywords. 

Following these simple steps is a great way to improve your search engine ranking with the social media platforms you’re already using. It ultimately makes your content easier to find, allows you to connect with your audience, and helps you build the brand that you’re striving towards.

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.

How to Plan Your Next Inbound Campaign for More Renters

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. 

The Easiest Way to Determine Your Target Renter

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.

3 Keys to Multifamily Branding That Attracts Renters

From Likes to Leases: Here’s What You Need to Be Doing on Instagram

Instagram marketing has become a powerful tool for multifamily businesses and properties to engage with their target audience, showcase their unique offerings, and build a strong sense of brand loyalty. 

In the competitive commercial real estate market, successful Instagram accounts are those that understand the value of creative content, personalized experiences, and a genuine connection with their audience.

Let’s explore some of the top Instagram accounts for multifamily (in no particular order) and uncover the reasons behind their success:

1. LVL 29

Located in West Plano, Texas, LVL 29 is a luxury apartment community that has harnessed the potential of Instagram to the fullest. Through captivating visuals, this Instagram showcases unit interiors, available floorplans, leasing specials, and unique community amenities. What sets LVL 29 apart is its consistent Instagram marketing strategy, fostering a growing following and encouraging residents to engage by tagging the property and resharing posts actively.

2. Discovery Park Apartments

Discovery Park Apartments in Denton, Texas, is another property that uses Instagram as a leasing tool. While the graphics are not ground-breaking or design-heavy, they are clean, eye-catching, and focus on showcasing the property’s interiors and amenities in a way that will engage potential renters.

3. 3700M 

3700M is a luxury apartment complex located in West Village, Dallas that frequently uses its Instagram to highlight property staff. This Instagram marketing strategy allows both current and prospective renters to put a name to 3700M managers and employees. By personifying the property and showcasing the friendly faces that make up its resident community, 3700M humanizes the rental process and opens the line of communication for its resident community and future tenants.

4. AvalonBay Communities

AvalonBay Communities, an equity REIT, also showcases its staff and company culture on Instagram. From posts about National Hiring Day to interviewing staff for Hispanic Heritage Month, AvalonBay publishes a variety of content to inspire its followers while uniquely personifying the company.

5. AMLI Residential

AMLI Residential is a property management company that has mastered the art of creativity on Instagram. The company showcases everything from new property photos to cute canine residents, but most importantly, they’re not afraid to get crafty. In one of many contests, AMLI encouraged residents to share their creative DIY projects. Their Instagram is worth a visit, as AMLI does a great job sharing photos that spark opportunities for resident engagement.

6. Century Apartments

Century Apartments is another property management company that has multifamily properties nationwide. They often use Instagram to promote upcoming resident activities at each of their properties and provide coverage of events being held. Not only does this approach encourage participation from current residents, but it allows prospective residents to get a sense of the personality of Century Apartment communities. They also share photos from various philanthropic events, which show how their properties are giving back to the community.

7. Prairie Ridge

Prairie Ridge, a master-planned community in Grand Prairie, Texas, maintains a cohesive Instagram feed aesthetic with an even mix of promoting the community’s available homes and floorplan options and upcoming events in nearby Midlothian, Texas.

Prairie Ridge also changes its content with the seasons to show prospects exactly what life can be like in their homes. For example, Prairie Ridge shifts to images of homes with Christmas trees and cookie decorating in winter. In the summer months, the community’s feed transforms into children playing in the sprinklers in the front yard and eating ice cream in the driveway.

8. Anatole at City View

While Anatole at City View is located in the smaller town of Lubbock, Texas, the apartment community embraces its city and small-town charm on social media by focusing some of its Instagram posts to showcase nearby eateries. 

9. NE Property Management

With prime locations in Texas, Oklahoma, Colorado, and Wyoming, NE Property Management’s communities each showcase the incredible views that come with location, location, location. From relaxing pool views to breathtaking rooftop views, NE paints a picture of luxury at its properties. Each of its properties’ Instagram accounts is portrayed as if from the eye of a resident — one who loves their city and loves what their property location has to offer. 

10. Winsted at White Rock

Your residents are the ones who make your community great, so why not focus on them? Winsted at White Rock in Dallas, Texas, celebrates the faces and personalities of the people who live there. Not only is this a great way to engage with current residents, but it also gives prospective residents an idea of the people who currently live in your community.

11. The Morris Apartments

The Morris Apartments in Nashville, Tenn., taps into influencer marketing regularly by having social media influencers “take over” their Instagram page for a day. For example, beauty influencer Leigh Taylor took over the page to share beauty tips and advice on the property’s Instagram Stories.

9 Strategies for Building an Engaging Social Media Presence

Success with Instagram marketing varies for every industry. For multifamily properties and businesses, some are finding success by highlighting residents, showcasing events, and being a part of the community.

Here are some ways to find success with your commercial real estate Instagram marketing strategy to help build your social media presence.

1. Adopt Instagram as a leasing tool.

Commercial real estate Instagram marketing is about more than just scheduling out some posts and letting it be. To take full advantage of your social media, you need to use it as another leasing tool. Your Instagram should inform, engage, and delight your residents — enough so that your prospects want to follow you and schedule a tour to learn more about your property.

2. Feature your world-class staff.

Showcasing your team and company culture can work wonders for your property’s image. By highlighting your staff members, you create a personal and approachable touch that resonates with both current and prospective renters.

Start by introducing the friendly faces behind your property. Let your Instagram be the stage where your team shines, allowing your audience to know the individuals who make your community thrive. This simple yet powerful strategy humanizes the rental process and fosters a stronger sense of community among residents.

Don’t be afraid to get creative with your content. From celebrating National Hiring Day to honoring Hispanic Heritage Month, take inspiration from your property’s unique culture and values. Share engaging posts that inspire your followers and paint a vivid picture of your company’s personality.

3. Get crafty. Hold a contest.

Mastering the art of creativity on Instagram can take your property’s social media game to the next level. Spotlight a wide range of content, from new property photos to heartwarming moments with cute canine residents. But don’t stop there — embrace your crafty side and think outside the box!

Consider holding engaging online contests. Encourage your residents to share their creative DIY projects, inspiring a sense of community and camaraderie among them. A contest like this boosts resident engagement and provides valuable user-generated content that you can share with your audience.

Remember, creativity knows no bounds on Instagram. Let your imagination run wild, and share posts that will captivate and inspire your followers. The more unique and inventive your content, the more your property will stand out in the crowded world of social media.

4. Highlight resident events.

As a property management company with multifamily properties nationwide, you have a wonderful opportunity to use Instagram to build a sense of community and showcase the unique personality of your properties. One effective way to do this is by promoting upcoming resident activities and events at each of your locations.

When you share coverage of these events on Instagram, you encourage participation from current residents and offer a glimpse into the vibrant and engaging atmosphere that your properties cultivate. Prospective residents will get a taste of the lively community they can be a part of, making them more likely to envision themselves living in your properties.

And don’t forget to showcase your properties’ philanthropic efforts. Sharing photos from various philanthropic events and initiatives demonstrates your commitment to giving back to the community. Prospective residents will appreciate your dedication to making a positive impact, and current residents will feel proud to be part of a community that contributes to a greater cause.

By fostering a sense of community and highlighting your properties’ charitable endeavors, you’ll strengthen your brand and create a lasting impression on your Instagram audience. Embrace the power of social media to showcase the heart and soul of your multifamily properties!

5. Change with the seasons.

Being helpful on social media is crucial for building strong connections with your audience. To make a lasting impression on your followers, consider adopting a cohesive Instagram feed aesthetic while also embracing seasonal changes.

Incorporate the spirit of each season into your content to resonate with your audience. During December, for instance, you can feature images of festive holiday decorations and heartwarming activities like cookie decorating. This allows your audience to envision the cozy and joyful atmosphere they could experience in their future homes.

As the summer months arrive, shift your focus to more outdoor-oriented content. Capture the excitement of children playing in the sprinklers or enjoying refreshing ice cream in the driveway. By showcasing these seasonal moments, you give prospects a genuine glimpse into the vibrant lifestyle they could enjoy within your community.

Embracing seasonal changes on your Instagram feed keeps your content fresh and engaging and creates a relatable and aspirational experience for your audience.

6. Embrace your city.

Regardless of your property’s location, you can leverage Instagram to embrace and celebrate the unique culture of your city. Focus on showcasing nearby eateries and local hotspots to create an authentic connection with your audience.

Expand your commercial real estate Instagram marketing strategy by posting content that supports local businesses, highlights upcoming events, and showcases nearby retail shops. Feature the best coffee shops in the area, inviting your followers to try their signature drinks and experience the local charm.

Celebrate what makes your location special, and your Instagram will become a powerful tool for fostering a sense of community and belonging among your audience.

7. Showcase your location.

If your multifamily properties boast prime locations with stunning views, leverage Instagram to showcase these picturesque scenes. Whether it’s breathtaking rooftop vistas or serene poolside landscapes, use your Instagram to paint a picture of the luxury and beauty that comes with “location, location, location.”

Take a resident’s perspective when curating your Instagram content, giving your audience a glimpse of what it’s like to wake up to such captivating views every day. Let the imagery speak for itself, evoking a sense of awe and appreciation for your property’s surroundings.

By sharing the allure of your location through Instagram, you create an emotional connection with your audience, instilling a desire to be a part of the community that offers such natural beauty and convenience. Highlighting the incredible views on your Instagram can be a powerful way to attract potential residents and leave a lasting impression on your current ones.

8. Celebrate your residents.

Your residents are the heart and soul of your community, so why not put them in the spotlight on Instagram? By showcasing the faces and personalities of the individuals who call your property home, you can create a sense of community and build a stronger connection with both current and potential residents.

Make your residents the stars of the show. This approach fosters engagement with current residents and provides prospective residents with a glimpse of the vibrant and diverse community they could become a part of.

Sharing stories, experiences, and testimonials from your residents can be a powerful way to humanize your property and demonstrate residents’ genuine sense of belonging. Use Instagram as a platform to showcase your residents’ unique personalities and stories, and you’ll create a more authentic and appealing presence that resonates with your target audience.

9. Utilize influencer Instagram marketing.

Social media offers a unique outlet to turn fans into influencers, particularly with commercial real estate Instagram marketing. Influencers are recognized by their large following and insights covering all aspects of your respective market. Often, influencers are viewed as a more trustworthy resource than advertisers, thus better capturing your audience.

Connect with influencers who resonate with your property or multifamily business to make the most of this strategy. By partnering with them, you can effortlessly market your brand through their already established follower base. Consider inviting an influencer to a guest blog on your website or let them take over one of your Instagram channels for a day to encourage active engagement from your followers.

Whether it’s beauty influencers sharing makeup tips or lifestyle gurus showcasing their experiences at the property, this approach can spark genuine interest and build a sense of community among your audience. Embrace the power of influencers on Instagram, and you’ll find new and innovative ways to reach and engage your target audience.

Mastering the Art of Your Instagram Marketing Strategy

Take a page from these top Instagram accounts for multifamily apartments. When done properly, a successful Instagram marketing strategy can be a game-changer for properties and multifamily vendors. By adopting Instagram as a leasing tool and leveraging these insights to grow your account, you can enhance your online presence, drive meaningful engagement, and ultimately increase conversions. Set your multifamily business up for continued success in the digital age.

It’s crazy to think that an average of 95 million posts are uploaded onto Instagram daily. Even in our own networks, we are bombarded with numerous photos daily that we often succumb to an aimless scroll — seeing but not really retaining.

When it comes to social media for apartments, we pause to see something that really catches our eye. Whether it’s vibrant food or a scenic location, something about that image stops us in our tracks.

Here are some tips on how to enhance your multifamily marketing strategy:

1. Don’t be in the shadows.

Lighting might be one of the first aspects to stop someone in their tracks. Brighter images will draw attention more often than darker ones. Play with brightness settings to increase light in specific areas or in the entire image. Take advantage of natural lighting. Especially when highlighting details in food or texture, brighter or natural lighting allows for clarity and proper emphasis on specific aspects of the shot.

2. Make it pop.

Color is key. Bright, vivid images are a great way to catch one’s eye and draw attention to a post. No matter the subject in the frame, try to include colorful objects or even add some filters or effects to boost the color. With that said, make sure your use of color sticks to your theme or brand tone. If you’re running an account for a company or brand, ensure you don’t stray too far from their tone and color scheme. It’s very easy to get carried away with bright colors that you completely forget who you’re posting for.

Take @lvl29life on Instagram as one example. The luxury apartment community’s overall Instagram feed is aesthetically pleasing and in tune with the brand’s color scheme and multifamily branding. LVL 29 utilizes high-quality photography and design to create social media graphics that are cohesive, engaging, and unique to the brand.

3. Focus, focus, focus.

When highlighting a subject, play with foreground and background. Most commonly done with food, put your subject in focus and blur out the background. This technique blatantly directs the viewer to see the most compelling part of your image.

A purposeful focus adds texture and depth to your image in unexpected ways. A general approach to any of these images would position the subject on a table with nothing too exciting about it. By focusing the camera on the subject, the photographer captured the object’s detail while allowing for greater context on the outer part of the frame. Whether the background is bland or has more action going on, focusing helps to organize what’s important in the frame and when done well, can look quite striking.

For example, a multifamily property might want to highlight its resident dog park on social media. Rather than simply sharing an image of the park, ask one of your residents to pose their dog in the park while you take a picture of the dog in the foreground, with the park slightly blurred in the background. Playing around with the focus of the image and making sure your residents (and their pups) are the star of your photo is a creative way to showcase your property amenities without being overly salesy.

Interested in more multifamily marketing tips for your social media? Check out our other blog, 4 Tips to Get the Most Out of Your Socia Media Strategy.

4. Don’t be boring.

Depending on your posting, variety may be a good attention-grabbing tool. Adding an assortment of objects and textures to an image can tell a greater story than expected. People are quick to look past singular images. By adding multiple objects into the frame, the viewer is invited to spend more time looking at the post and absorbing every part. With variety, your eyes are fed with new and different images around the frame, sparking curiosity about what all these objects have in common.

5. Position with a design eye.

Instagram allows anyone to become a photographer instantly. When taking and editing images, consider the positioning of your subject relative to the things around it and your perspective to capture the image. If you’re taking pictures of food, approach it from unconventional angles or perspectives that make even the blandest piece of toast look enticing.

If you’re taking pictures of nature, walk around and take a number of different pictures at different angles and distances to compose completely different images. Experiment with angles and positions to bring a creative edge to your image. Two images of the same object can look completely different with different angles and positions.

6. Experiment with videos and Reels.

Did you know that 9 out of 10 Instagram users watch videos daily? Never underestimate the power of video on social media. Video allows you to go beyond static images to capture viewers’ interest. Instagram offers several ways to share videos, including on your Stories, feed, IGTV, and Instagram Reels. Instagram’s latest algorithms put a significant focus on video, primarily Reels. It’s time to find a trending Reels sound and get creative with your content!

7. Use design apps like Canva.

Even if you don’t have a graphic design team in-house, that doesn’t mean your Instagram posts always need to be static content and Stock images. Design apps like Canva offer anyone the ability to create unique and branded posts with a few taps on their keyboard. Be sure to upload your fonts and hex codes for your brand colors to ensure your content is consistent and cohesive with your multifamily branding.

Want to see this in action? While our graphic design team helps us create most of our posts, our content team also utilizes design apps to enhance our feed. Follow us on Instagram to see for yourself!

8. Have fun.

No one said Instagram had to be serious. Have fun with what you share. Use every post as an opportunity to experiment with any of the above tips and bring new life to your account. Don’t be afraid to get weird or quirky. It’s the odd things that make people stop and stare.

For more multifamily marketing tips and tricks, don’t forget to follow us on Instagram!

What Is Experiential Multifamily Marketing (And How It Can Benefit Your Property)

The best way to understand the power of an experiential multifamily marketing campaign and how it can help you increase your apartment leads is to look at some popular brands that have executed it effectively.

Imagine you are at New York’s JFK Airport. You’ve got the ticket, passport, and carry-on bags ready to board. But right on your way to the gate, you see a huge board like this…

Heineken has given you a challenge. You get free round-trip tickets to a new and adventurous destination if you push the button. Sounds great, right? But here’s the catch: You don’t know the destination and must leave now.

The event video “Departure Roulette” has gained over three million views. The story was also featured by the New York Times, Time Magazine, AdAge, and countless others.

So, why does Heineken do this? Why doesn’t it stick to the entertaining beer commercials and social media?

What Is Experiential Multifamily Marketing?

The answer is simple: Friendly multifamily brand engagement on social media no longer sets you apart. Today’s audience craves suspense, wild creativity, and digital experiences that translate into real ones. They want a full-on experience with a multifamily brand.

This is where an experiential multifamily marketing campaign comes in.

According to Jeff Benjamin, the Chief Creative Officer at JWT North America, experiential multifamily marketing “is what brands do in the world that gets people ‘participating.’”

The participation started with passengers at the JFK airport when the event occurred. But thanks to the mighty power of social media, everyone on the internet is now a potential participant.

The beauty of experiential multifamily marketing, as David Moth explains, is that it “creates a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.”

The best way to understand the power of an experiential marketing campaign is to examine some companies that have executed it effectively.

The Dos Equis Experiential Marketing Campaign

Several years ago, Dos Equis launched a national campaign called “Masquerade” to gear their fans up for Halloween and help them “stay thirsty” for the brand. The prize was a trip to New Orleans for the Dos Equis Masquerade, featuring musical guest Q-Tip.

It would not be a Dos Equis campaign without their brand persona: The Most Interesting Man in the World.

Unlike past campaigns, however, The Most Interesting Man doesn’t just tell another adventurous tale. He invites the audience to become part of his story.

The Experience

Dos Equis launched an interactive video to kick off the experiential marketing campaign. A mission is on the screen before a viewer starts playing the video: “Find The Most Interesting Man’s Little Black Book and Be Rewarded With a Very Interesting Phone Call.”

When the viewer hits play, the screen displays a navigational question. Each navigational choice leads to a different party room and story scenario. Throughout the video, there are several different navigational choices; the viewer’s decision will decide whether he or she can find The Most Interesting Man’s lost little black book.

Additionally, Dos Equis planted 21 virtual reality headsets in a few bars in the brand’s key markets (including Texas). Patrons could enter The Most Interesting Man In The World’s exclusive Masquerade party and travel through the rooms to become a part of the story.

The interactive video of the experiential marketing campaign was viewed more than 27 million times. The #xxmasquerade hashtag garnered 1,861 posts on Instagram. Countless major media platforms have covered their story. From a metrics standpoint, the campaign was a huge success.

Why Dos Equis’ Campaign Worked

The key to an experiential multifamily marketing campaign is to have digital meet physical. Dos Equis perfectly enabled this integration through technology, storytelling, and a physical event (Dos Equis Masquerade in New Orleans).

The virtual reality headset and interactive video allow viewers to immerse themselves in the fictional world of The Most Interesting Man. By combining the prize with the physical event of a real Masquerade party in New Orleans, Dos Equis amplified people’s desire to see their fantasies become reality.

The technology perfectly supported the creative strategy, providing the audience a fun and relevant experience. From a consumer engagement standpoint, Dos Equis earned themselves a big “Bravo!”

Ubisoft’s ‘Amazing Street Hack‘

You probably have heard of UbiSoft if you own a Wii, Xbox, or PlayStation console. UbiSoft is a French video game developer that produced several popular adult-oriented video games today.

The Campaign

A few years ago, UbiSoft created an experiential marketing campaign called the “Amazing Street Hack” to help promote WatchDog, its new open-world action-adventure game. Because its video games have strong plots, UbiSoft usually promotes new games with a trailer/demo on TV or online. However, this time, UbiSoft added an incredible guerrilla marketing element.

The Experience

The stunt began in a set-up consumer electronics store with a big sign on the storefront that read, “Special Offers: Smartphone Repair in 15 minutes 24/7.” Is anything overly suspicious? Probably not.

Of course, the smartphone repair is only a cover. In addition to fixing their phones, the salesman installs a “special” mobile app — a magical tool to help you become a real street hacker.

The salesman walks outside and shows customers how it works. With this app, they can unlock cars, change traffic lights, and pump money from an ATM (all coordinated by UbiSoft). Want to see what exactly happened? Watch this “Amazing Street Hack” video here:

Why Ubisoft’s Campaign Worked

The “Amazing Street Hack” video garnered more than 23 million YouTube views and countless featured stories in media. The query “Amazing Street Hack” also returns 30 million search results on Google.

Obviously, this “pranks-vertising” worked very well for UbiSoft and WatchDog. Why?

First, it has all the elements that make this experiential multifamily marketing campaign an experience. The street stunt was impeccably planned and executed. It caught people off guard, and it gave them an experience that was “of another world,” suspenseful, and relevant. 

The great content provided the online audience with great entertainment value. This quickly turned the experiential marketing campaign viral on social media. Most importantly, it motivated people to buy the game. With WatchDog from UbiSoft, you can have all these amazing hacks without taking on real responsibilities.

Coca-Cola’s “Open Happiness” Campaign

Marketing professors always quote: If you stripped away all of Coca-Cola’s physical assets, the company could still get back on its feet so long as it didn’t lose the right to the Coca-Cola brand.

Ranking No. 6 on Forbes’ The World’s Most Valuable Brands list with a brand value of $64.4 billion, Coca-Cola is indeed the epitome of branding success.

The Campaign

In 2009, Coke replaced its four-year global “Coke Side of Life” campaign with “Open Happiness.” The experiential marketing campaign debuted with the usual TV commercials, print ads, and outdoor advertising. However, the viral element to this campaign was Coke’s brilliant use of vending machine hacks. Coke “dispensed happiness” to millions of people having an otherwise ordinary day through these hacks.

The Experience

The first vending machine hack — “Happiness Strike” — was launched in 2010 on a college campus in New York. At the school cafeteria, an unsuspicious-looking vending machine sitting by the wall delivered students endless free coke, fresh flowers, pizza, balloons, a 40-inch-long sandwich, and of course, an indescribable amount of happiness to everyone on the scene.

The video went viral online, which inspired Coke to take this vending machine happiness hack to the world stage.

In South Korea, Coke installed a dance machine featuring a popular local band 2 PM’s classic dance steps. Using MicroSoft’s Kinect motion sensor technology, people could mimic 2 PM’s dance moves. The more accurate they were, the more free coke this dance machine dispensed.

In Belgium, Coke partnered up with the new James Bond movie SkyFall. Commuters were challenged in a local train station to jump across platforms in 70 seconds with obstacles. As a result, the winners received exclusive tickets to the movie premiere and a bottle of Coke Zero.

Additionally, Coke used a high-tech vending machine installed in malls in Lahore, Pakistan, and New Delhi, India. The machines aimed to help people separated by political reasons to resolve their differences, connect, and share a happy moment.

Why Coke’s Campaign Worked

Consistency, relevance, and wild creativity are the three most defining characteristics of Coke’s “Open Happiness” experiential marketing campaign.

Consistency: Since the campaign’s inception, hundreds of videos have been produced for “Open Happiness.” Both commercials and real-world events deliver a seamlessly integrated message: Coke is for your happy moment. Whether you are in the video or watching the video, you invariantly experience the joy from the scene.

Relevance: Coke’s change of brand message began as a response to a culture shift in our society. In a world of uncertainties, people are yearning for a place of comfort and optimism. With a unified “happiness” message and customized local campaign executions, Coke made itself relevant to customers emotionally and geographically.

Creativity: “Open Happiness” deserves applause because it took digital beyond the internet and made technology interesting in real life. When combined with creativity, even a vending machine can become a source of entertainment. After all, happiness often finds us when we least expect it!

The Bottom Line of Experiential Multifamily Marketing

The core event of your experiential multifamily marketing campaign is to engage your consumers. People must physically participate in the events and pass the message online to others.

And the power and presence on social media do not go unnoticed. So, back to the Departure Roulette: A few lucky Twitter users who tweeted their excitement about the campaign got an unexpected visit by the Heineken crew. The campaign enthusiasts were visited by the roulette board and allowed to push the button that held their travel destination.

When consumers are actively engaging in a multifamily brand or campaign and then get rewarded, you create advocates  — and other consumers notice. Leverage these opportunities to create experiences consumers want to be involved in.

As multifamily marketing tactics evolve, how do you think marketers will begin to incorporate an experiential marketing campaign into their efforts?

6 Marketing Ideas for Apartments to Incorporate Into Your Facebook Strategy (#3 Might Give You a New Perspective)

Despite the economic climate, now is not the time for apartment communities to ignore social media.

In fact, Atlanta-based RangeWater Real Estate decided not to cut its budget in early 2020 at the start of the COVID-19 pandemic — a risky decision for an apartment marketer to make during a global crisis.

However, this seemingly “big risk” reaped big rewards for RangeWater Real Estate. The company saw a 35% increase in overall impression share across most of its submarkets between April and May 2020. Additionally, the company’s apartment communities appeared on Page 1 of search results more frequently than before — the ultimate win for any property.  

In short, RangeWater was able to attract a larger percentage of leads using the same budget despite a huge upheaval in the economy. How did they accomplish this?

Below, we’ve compiled some of our best marketing ideas for apartments and how to effectively use Facebook to bolster your apartment marketing strategy.

Making the Most of Your Facebook Strategy

Facebook connects more people with businesses than any company ever has in the past. Businesses know this fact, which has caused brands to constantly rethink their Facebook strategy every year.

Are Your Residents Still on Facebook?

Despite trendy platforms like Snapchat and TikTok gaining popularity among young adults, Facebook is still a relevant social media channel among your renters. According to Statista data, 65% of Facebook users are under the age of 35. This means your millennial and generation Z residents still use Facebook actively. 

However, as the multifamily market shifts and renters’ needs evolve, so too does Facebook. It’s critical for multifamily marketers to stay ahead of the game to ensure they make the most of their Facebook strategy. 

But even knowing how important social media is, how can you best use Facebook to your marketing advantage? Below, we’ve outlined some of our top marketing ideas for apartments and how to incorporate these tips into your Facebook strategy:

1. Always remember the 80/20 Rule.

Social media management should be treated like a cocktail party. You need to take the time to meet the other people at the party (residents, neighborhood businesses, new millennials, Gen Z renters, etc.) rather than monopolize the conversation. Only when the conversation presents itself should you share what makes your community so great. 

From recommendations and leasing details to customer service and reviews, renters are turning to social media for property information, and this trend will only continue as a younger, social-media-savvy generation gets older.

In the meantime, be a resource for your residents. Publish fresh, helpful content to inspire and engage your current and prospective residents.

2. Practice patience and consistently engage with your followers.

Years ago, you were finding residents. Nowadays, residents are finding you. People are searching online for places to live, and it has become the apartment’s job to intercept them. You do this by providing fresh content, sharing helpful information, and having conversations.

Multifamily professionals who have dabbled in social media will claim that it doesn’t bring them any conversions. However, keep in mind that social media is not about the sale; it’s about engagement and customer experience. When you successfully and consistently engage with your residents online and share quality content, their byproducts are relationships, referrals, leases, and retention. 

Any good salesman will tell you that relationship-building drives sales. And Facebook is an optimal relationship-building platform.

3. Focus on the qualitative aspects of your residents.

Who are your residents? We don’t just mean demographically, although that too can be important. Instead, you really want to focus more on the qualitative aspects of your residents. 

• What kind of lifestyle do they have? 
• What are their hobbies? 
• What are the things that cause them stress or trouble as residents? 

This is where your resident buyer personas come in handy. If your community is home to several working professionals, helpful content may come in the form of quick-and-easy dinner recipes. If your community is home to several dog owners, you could share an interactive map of the dog parks in your city. The information you share should be a mix of content you create and content you aggregate.

4. Share community events and partner with local businesses.

Your residents shouldn’t have to rely on the local news for happenings. Are there any upcoming events that you can pass along to your residents — festivals, charity events, happy hours? Find things that are within walking distance or close proximity to your property. 

Sharing helpful content could be as simple as re-posting farmer’s market hours, sharing restaurant specials, or providing tips and tricks for navigating the local flea market. Searching Facebook events for local on-goings is another great and easy way to find shareable content your residents will find useful. 

You could also try partnering with local businesses to arrange special discounts for your residents; this provides great content for sharing on Facebook.

5. Publish property updates.

Yes, we know we’ve advised against talking about yourself, however, this form of self-promotion is very different. Instead of telling everyone how great you are, show them. 

Try posting photos from last week’s movie event showcases, or get some shots of residents enjoying a nice day by the pool. Are you giving away free donuts and orange juice in the leasing office? Share that, too! Your property’s social calendar paints a picture of resident life and engagement, and it gives insight into your property culture. Isn’t that what you’d like new residents to stumble upon when they’re researching your property?

6. Take advantage of Facebook Advertising to bring in more apartment leads.

A social presence is a great tool for properties looking to improve their lease-up. But sometimes, just posting and sharing isn’t enough. Without a decent following or active residents, your social media efforts might be falling on deaf ears. Thankfully, there’s Facebook Advertising to help.  

Facebook brought in $17.44 billion in ad revenue in the first quarter of 2020, a 17% year-over-year increase from the first quarter of 2019. 

Facebook did experience a “significant” fall in the demand for advertising in March amid COVID-19, but data from April indicates that demand is already returning to normal.

Paid social media ads can seem overwhelming or a huge investment, but Facebook has done a great job of making its ads cheap and available to a wide audience. There is any number of ad types to run, and they can make a difference in giving your social media reach.

If your Facebook is new, a “Page Likes” campaign can be key to helping you get followers that will see your content by encouraging them to like your page. This can greatly increase your reach for a couple of dollars per like.

Similarly, if you have a particularly well-performing, helpful piece of content, boosting that post for a few dollars can expand its reach to hundreds or thousands of others in your area. While you should not dump all your time and resources into ads, running some every so often can be key to giving your Facebook strategy that extra edge it needs.

You can also launch a giveaway campaign to promote Page Likes. Last year, Criterion.B hosted a Facebook giveaway for one apartment community client. The giveaway consisted of a swag basket followers could win by liking the apartment community’s Facebook Page and tagging their friends in the post to increase awareness.

At the start of the campaign, the apartment community had only 450 Likes. Within two months, that number increased to nearly 700.

Convert More Apartment Leads Into Leases With a Successful Facebook Strategy

The benefits of utilizing Facebook are two-fold: not only does it foster resident relationships (and retention), but it provides a window for prospective residents to peer into your community. With Facebook, we embrace this customer-centric approach that lays the foundation for all of our digital multifamily marketing efforts.

With the right Facebook strategy and these marketing ideas for apartments, you can better position yourself to become a valued resource for followers and ultimately convert more apartment leads into tours and leases.