Presenting Impactful Data in Your Multifamily Content Marketing

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

Let’s discuss …

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

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

Why Data Is Crucial in the Multifamily Industry

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

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

And this translates to the multifamily industry: harnessing data effectively can lead to deeper insights into trends, more accurate forecasts of future movements, and more effective multifamily content marketing.

How to Integrate Data Into Your Multifamily Content Marketing Strategy

1. Use data to drive contextual storytelling.

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

2. Leverage data visualizations.

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

Aside from being more immersive and interactive, data visualizations can increase recall by up to 65%, making them a critical medium for data dissemination, both externally and internally.

3. Only pick the most salient data points.

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

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

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

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

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