Multifamily marketing is constantly evolving. To keep up, you need a solid foundation and the capacity to think critically, act independently, and be relentlessly creative.
There are three main facets of multifamily marketing that businesses should focus on — social media, search engine optimization (SEO), and paid search.
Below, we’ve highlighted those three facets and steps you can take to launch a successful multifamily marketing strategy.
Kickstart Your Multifamily Marketing Strategy With Social Media
Of course, we are all too aware of Facebook and Instagram, but why should a multifamily marketer really care about social media? Audience accessibility.
Companies can interact directly with their customers for free, and in a way that others can easily view. Social media is a great way to get your multifamily organization’s name out — be it through giveaways, funny interactions with anyone who reaches out to your company or posting videos or photos.
Start by researching which platforms your buyer persona(s) use on a daily basis. Are you targeting commercial real estate professionals? Then, LinkedIn and Facebook might be your go-to marketing channels. Is your audience younger millennials who work in an apartment leasing office? Instagram, Facebook, and Pinterest might be more in your lane.
Need a little help with your persona development? Our CEO Jon Simpson breaks down the basics in this helpful video:
After researching your target audience, create your preferred social accounts and fill in all the About Us details. It’s important not to just slap your tagline and phone number on your social media pages, then forget about it. Add in details about your services, business hours, and more.
Next, start strategizing your social media postings. Create a calendar that details what you will be posting and when to help keep yourself accountable and organized.
Multifamily SEO Is the Way to Go
Now for the more technology-focused multifamily marketing options — SEO and paid search.
The technical way to explain multifamily SEO is that programmers optimize the coding of your website to help it appear higher on organic search results on search engines.
Let’s say you are Googling apartment communities in Dallas, and you see that the link to your company’s website is on the third page of search results. Do you really want that to happen? No! So, you call up your friends at Criterion.B and ask for help. With some magical clicks on our keyboards, we optimize your website so — POOF! — it appears in the top results.
What’s awesome is that if your website appears in the top results, searchers are 31.7% more likely to click on it. Meaning that people are 31.7% more likely to learn about your company and definitely fall in love with your multifamily product or service. Additionally, if your page is the No. 1 organic result, it’s 10 times more likely to receive a click as compared with a result in the No. 10 spot.
Beyond the expert work of Criterion.B, there are several simple steps you can take yourself to enhance your multifamily SEO. Here are a few tips we recommend to get started:
- Optimize Your Blog Titles — The optimal length for blog headlines is 8 to 14 words, and they should include one H1 tag and a main long-tail keyword that your blog is targeting.
- Add Alt Tags, a Title Tag, and Meta Description to All Pages — Implementing these three portions to your blog images and pages can significantly boost your web optimization.
- Target Two Long-Tail Keywords Per Blog — 50% of search queries contain four or more words.
- Increase Your Word Count to Increase Your SEO — Sometimes, the key to ranking higher in search results is upping your word count to increase your keyword usage without being flagged for keyword stuffing.
For an in-depth look at multifamily SEO and common mistakes multifamily marketers make, check out this blog.
See Results Pour In With Multifamily PPC
Paid search, or pay per click (PPC), is kind of like SEO in that both want a link to your company’s multifamily website in the first few results on search engines. However, the main difference with multifamily PPC is that you pay for your link’s spot in targeted organic searches.
Strategy-wise, this is absolutely brilliant because you can pay for a link to your company’s multifamily website to appear when someone searches for your competitor. You can also have it appear when someone searches something related to your complex.
So, say you own an apartment complex with an outdoor pool area. You can pay for a link to your website to appear when someone searches “downtown apartments Dallas” or “apartments with a pool in Dallas.”
Multifamily Marketing Made Simple
Congrats! Now that you are officially no longer an online marketing beginner, get out there, and educate the world with your newfound knowledge. Maybe you can show off some of your new social media knowledge and tweet about it.
The key to success with multifamily marketing is to have an integrated strategy that speaks to your customer in ways they want. Download our infographic to see how an integrated strategy like inbound marketing can benefit commercial real estate companies.