The multifamily market has been a mixed bag, especially given the COVID-19 pandemic and its impact on the economy. These fluctuations mean that multifamily marketing is all the more imperative for companies to edge out competitors.

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

Consider the following multifamily marketing trends as they should show positive returns for your company.

1. Let live streaming take center stage.

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

What has made live streaming a growing trend, besides the capability to engage in real-time with clients, is the way it functions within Facebook. Facebook allows you to prioritize updates from friends and family rather than pages that you like or follow.

What does this mean for multifamily marketing? Put simply, it means that content will have to be creative and engaging in order to gain more activity online. The update ranks content that receives the most activity and shares it closer to the top of the feed. A multifamily marketing team with experience in social media content will optimize results. And since live video is currently the most preferred type of content among Facebook users, it is an area that marketers will naturally place additional creative efforts towards.

Live features in social media contain so many great multifamily marketing opportunities, including the capability to broadcast a live house tour or announce real-time property events for clients or prospects. And the live features allow for specific market targeting across multiple platforms such as Instagram and Snapchat.

2. Understanding the continued rise of IM and chatbots.

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

Cue marketing automation bots, also known as chatbots.

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

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

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

Social media features such as live streaming and instant messaging are powerful tools that benefit both seller and buyer. They are multifamily marketing trends that are growing rapidly, and their influences within the industry are on the rise.

3. Let drones offer a bird’s eye view.

Drones are a defining piece of technology for multifamily and commercial real estate. Several years ago, it was conventional to hire a professional photographer for aerial shots of a property. With drones, on the other hand, you can capture stunning images and breathtaking videos of your property with camera-equipped drones, all while cutting back on costs.

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

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

4. Take advantage of virtual and augmented reality.

Though we have seen impressive and usable trends for multifamily marketing, virtual and augmented reality takes the prize.

Virtual reality opens new doors for prospective clients quite literally as it provides a behind-the-scenes look, or rather, a digital tour of a property. As the real estate industry moves forward rapidly embracing new technologies, virtual has already made it into many multifamily marketing plans. Companies now design 3D models through the power of virtual reality. And prospects are able to walk a unit and experience property amenities firsthand without being onsite. This particular trend took a significant leap at the start of the pandemic when many properties had to shift to a virtual-only touring model. Today, virtual tours are offered at many properties in addition to in-person tours, offering prospects even more opportunities to sign a lease from the comfort of their couch.

Through augmented reality, marketers and realtors are also bringing blueprints to life. With the aid of smartphone and tablet cameras, AR technology can render a 3D image of a building from a blueprint or a layout that is completely interactive. This tool will prove useful in all stages of development by allowing clients to visualize the entire project.

Augmented and VR technologies, along with drones and social media, make the customer experience more convenient and engaging. By considering these trends, your renters will be brought smoothly through the sales funnel and to that final decision.

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