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!

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 great that at least 4.6 million units will be constructed within the next decade.

However, to make the most of these promising forecasts, multifamily real estate companies must learn to optimize data when creating multifamily 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 to professionals — including those who don’t work in the data analytics field.

In fact, today’s business degrees are becoming more interdisciplinary, covering topics like contemporary technologies and data methods. Modern online bachelor’s in business administration even have 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 upon business people to be more data literate. 

And this translates to the multifamily industry as harnessing data effectively can lead to more intimate understandings when it comes to trends, more accurate insights into future movements, and more effective multifamily content marketing creation.

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 use in 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 digestible. 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 that needs sharing, explore doing so via infographics, interactive tables, or even videos. 

Aside from being more immersive and interactive, data visualizations can increase recall value by upwards of 65%, making it a critical medium in data dissemination, 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 them is to circulate the most notable highlights in your multifamily content marketing. This benefits you two-fold. First, more succinct datasets allow you to retain an audience’s attention span (only eight seconds). And, second, shorter data — and content, in general — is more digitally compatible. 

Considering that mobile compatibility and software development is 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, whatever platform you use, 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 aim to adjust to the New Normal, data-enriched content can act as an anchor and a propeller for industry stability and profit.

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.

5 Steps to Improve Your Multifamily Marketing Analytics Strategy

The world of digital marketing analytics is always changing, making it difficult to understand the correlation between ad dollars spent and revenue. As a multifamily agency, we know there is not a one-to-one correlation between the two, and it is nearly impossible to prove to upper management that our efforts are actually worth the investment.

The tracking and analyzing of your content mix to measure return on investment (ROI) is what digital marketing analytics is all about. And thankfully, there is no shortage of multifamily marketing resources to help collect and manage these data points.

Gearing Up With the Right Digital Marketing Analytics Tools

Google Analytics

Google Analytics is a free tool marketers use to track their multifamily website or app. While the interface seems daunting at first, this tool allows you to seamlessly monitor everything from the demographics and behavior of site visitors to bounce rate and what they are clicking on the most.

Social media insights

Most social media platforms offer their own analytics if you have a business account. Social media insights allow you to measure post reach, follower demographics, engagement and interactions, and even what time of the day your followers are most active. Additionally, you can track ad spend, cost per click, and more through Facebook’s Business Settings.

Hootsuite and Buffer

While Hootsuite and Buffer offer free platforms for social media management, the paid memberships allow you the ability to track all of your social media analytics on a single dashboard. Rather than logging into each of your social accounts to schedule posts individually, these platforms also give you the ability to schedule posts across multiple platforms from a single app.

Multifamily marketing automation software

While there are several tools to track digital marketing analytics, HubSpot, SharpSpring, and other marketing automation software allow you to wrap all of these into one. With these platforms, you can schedule-out email campaigns, social media posts, blogs, and more as well as track the digital marketing analytics for all of them.

Practicing Patience With Digital Marketing Analytics

Just as “a watched pot never boils,” you cannot expect to see immediate results from your multifamily marketing efforts. Patience is key as you track the success of your labor.

More likely than not, you will not see significant progress within the first week, month, or even quarter. Successful multifamily marketing takes time. While you should track items daily such as Facebook ad conversions or clicks on a CTA for your weekly e-newsletter, it is more important to monitor these metrics over a more extended time to see real improvement.

For example, your Facebook Business Page may receive 60 new followers in one week but only a handful the next. The change in followers is not necessarily a reason to be concerned, but it is a trend you should track closely to discover why your followers did not increase as much as in previous weeks.

After all, when you spend countless hours each month planning, scheduling, managing, and tracking your content marketing analytics, there’s no better way to enjoy the fruits of your labor (like increased ROI) than to track and improve your strategy continually. The key is to not get frustrated with your digital marketing analytics results. Stay patient and keep tracking.

How to Improve Your Digital Marketing Analytics Strategy

Reaching your buyer persona in the right place at the right time is paramount to multifamily marketing success, and digital marketing analytics are essential to the evaluation stage of any apartment marketing strategy. However, if not collected diligently, they are of no use.

If you are not achieving your multifamily marketing goals or seeing the results you want from your efforts, it’s time to adjust your strategy. The following are a few good practices to make habits that will increase your data’s relevance:

1. Identify your problem areas

First, decide where you could use some improvement. Focus your efforts on a few specific areas such as social media engagement or website traffic to track relevant data for your business.

2. Create SMART goals

To prove your analytics efforts are worth your time, you have to set SMART goals — Specific, Measurable, Achievable, Relevant, and Timely. This way, you can continue to track your progress in comparison to your end goals. Without this step, there is no way to assess the performance of the strategy you have put in place.

3. Stay committed

Now that you have the groundwork set, here comes the hard part — staying fully committed and on track with the goals you set. Tracking and reporting your analytics data weekly as well as monthly, quarterly, and yearly is crucial to finding different trends, so stay committed. Pausing your efforts or adding multiple layers to your pre-constructed plan will only lessen your impact.

4. Track your digital marketing analytics

Follow different trends in your digital marketing analytics data and make adjustments accordingly. Then, track and report the results to find new insights. Luckily, there are a variety of digital marketing analytics tools to help you with this crucial step.

5. Report and repeat

Successful multifamily marketing is a long, winding road of strategy, testing, retesting, and careful planning. When you have met your goals, report your data to your team and set new ones.

Trust the Experts to Become the Experts

Use digital marketing analytics to make informed decisions about the time, place, and manner in which you advertise. This way you can focus your ad spending in specific areas, to better reach your target audience and improve the value of your multifamily marketing.

Remember, if implementing and executing a successful multifamily marketing campaign is not your business’ specialty, you do not have to go at it alone. You can leave the heavy lifting to a multifamily marketing agency like Criterion.B. You spent time and energy creating multifamily branding that offers a unique value proposition, so now it is time to trust the experts to develop a multifamily marketing mix that sends the right message to the right people.

Not sure if your apartment marketing strategy needs the boost of working with a multifamily marketing agency? Check out our worksheet that helps you identify where your business’ apartment marketing strategy stands!

The internet has officially changed how potential residents begin searching for a new place to call home. As consumers, we all buy products and make big decisions in a way some never thought was possible. Online has become the front door of all purchase decisions. Blogging, social media, and multifamily marketing are now a must, not an if.

Criterion.B multifamily marketing agency has always been about “bringing the human element” back to the apartment marketing space. Now it’s time for property managers and marketers, to build a foundation that embodies this approach — one that humanizes properties in the eyes of its residents, both present and future.

How Your Property Can Stand Out in a Cluttered Market

What are the most general and universal pain points of multifamily marketing?  

Differentiating your property from the rest can be challenging, especially in a rather cluttered market. In a new digital environment, the implications for multifamily marketing are huge.

How your property is perceived is determined by several touchpoints: ease of multifamily website navigation, online reviews, responsiveness, tone, and personality conveyed through social media.

What’s the number one way to differentiate yourself online? Customer service. No, we’re not talking about mediating a resident’s maintenance complaint (although that certainly falls under this much larger umbrella). We’re talking about “customer service” as a proactive approach to leasing and community engagement.

Here are six things to consider as you change the way you promote your properties to differentiate yourself in the market:

1. Inbound multifamily marketing is here and quite frankly, it’s the future.

The digital advertising world has changed, and inbound multifamily marketing is a shift in the way business is being done. 

2. Residents are more connected and opinionated than ever before.

Potential residents are coming to us more informed, more connected, and more opinionated than ever before. That means our multifamily marketing tactics and methodology needs to change too.

3. Multifamily marketing should never be an interruption.

We are done with interrupting the lives of potential residents and shouting the loudest in an effort to have advertising messages heard … it’s rude! We get it. We are all human beings who want relevant content delivered when we want it, on our terms. Meet your prospective residents where they already are and serve them informative, relevant content on their terms.

4. People matter. They’re not just another statistic in a database.

Potential residents should never be considered an entry in a database or a contact in a CRM (Customer Relationship Manager). Multifamily marketing messaging is meant to connect and provide powerful content that is useful and relevant to their problems. All the while, it’s helping transform your properties through real and honest data. 

What renters perceive is a reality to them, so it is important to ensure your residents feel comfortable and welcome at your property. This requires properties to anticipate the needs of community members, and the best way to do that is to get to know them.

5. Service and resident experience outweigh material amenities.

Amenities are not the point of differentiation in today’s saturated market; amenities have become a necessity. Properties must take a customer service approach permeating every aspect of their operation: prospecting renters, leasing, community engagement, and planning resident events.

6. Trust is key in building the tools for a sustainable future.

Earning trust is important, every step of the way. Trust is essential for building relationships, which are the essence of inbound multifamily marketing. By building relationships with your residents, you’re building a sustainable future.

Instead of spending budgets heavily on the traditional multifamily marketing tactics of trade shows, print campaigns, direct mail, and cold calling, we need to shift rapidly towards a medium that allows for an inbound approach to targeting, interacting, and influencing consumers‘ decisions. After all, content is king.

The multifamily marketing world has changed. It is time to embrace the future.

A Digital Multifamily Marketing Foundation

Here’s the key takeaway: When you know what’s important to your residents, you can serve them better than anyone else. Whether we’re talking about web design, social media, online advertising, or meeting millennial expectations, this internalized customer-centric approach will be the common thread. 

The shift towards becoming a truly customer-centric organization is both complex and long. However, even the smallest changes can have a significant benefit on your property management team, as well as your residents.

Being a customer-centric property is the Holy Grail towards unlocking the true potential of resident value. Always put yourself in the shoes of potential and current residents, and soon, your property will stand out from the rest.

Criterion.B, an award-winning marketing and branding agency, is excited to announce the launch of Swifty, a full-service marketing platform for multifamily properties.

Swifty allows multifamily property management companies to use premium pre-designed website themes to launch high-end sites for each community in their portfolio quickly and seamlessly at a fraction of the cost of custom-designed websites.

After thorough research and based on more than 10 years of experience in multifamily marketing, Criterion B identified a significant need in the Swifty market.

“Swifty is built for property managers; we listen to our clients, and we apply what we learn. We want to make their lives easier by making their sites painless to manage,” said Jon Simpson, Chief Executive and Founder at Criterion.B. “This full suite of marketing services offers management companies the ability to launch high-end websites for their properties in a matter of hours so they can continue to lease up without missing a beat.”

Unlike competitor platforms, Swifty’s premium themes focus on search engine optimization (SEO) from the ground up, with best practices in place to improve local search rankings.

Property management companies can also use the same apartment website theme for consistency across all properties while interchanging the branding, colors, photography, and fonts to make each site feel unique. Swifty also offers 13 custom-designed pages that multifamily professionals can easily turn on or off based on their property’s needs.

To view Swifty’s premium apartment website themes, visit beswifty.com.

About Criterion.B:

Criterion.B is an agency focused on branding and inbound marketing for the commercial real estate industry. We provide ROI, drive business growth, and build brand identities for our clients. For more information, visit www.criterionb.com.

Criterion.B Office Hours: Monday — Friday, 8:00 a.m. to 5:00 p.m. CST

About Swifty:

Powered by the team behind Criterion.B, Swifty provides powerful apartment community websites. Our mission is to quickly launch or update websites for your properties that are beautifully designed, built for performance, and incredibly easy to manage. Swifty removes the hassle and guesswork of building and maintaining websites by offering pre-designed premium themes with 13 custom-designed pages you can easily turn on or off. For more information, visit beswifty.com or call (866) 492-2873.

Swifty Office Hours: Monday — Friday, 8:00 a.m. to 5:00 p.m. CST

How to Utilize Multifamily Content Marketing to Generate Traffic

The term multifamily inbound marketing is not a new method, but it is a method that still confuses many businesses.

Multifamily inbound marketing methods focus on content creation (e.g., blogging) as a way to attract your target audience and establish your business as a resource within your industry. In turn, regular blogging serves to boost search engine rankings, drive media interest, and provides points of engagement on social media.

Inbound multifamily marketing is a pull method, rather than the push method of traditional advertising, and it all comes down to one very important strategy: ongoing content creation.

When we talk about content, we are simply talking about information. In this case, content is any form of online information that you provide: blog posts, infographics, photo galleries, interactive maps, social media messages, aggregated articles, etc. The most important thing about content is that when it is done right, it does not focus on you; it focuses on your customers.

1. Start a Consistent Blogging Strategy

Great content delivers to your resident buyer persona the exact information they need, when and where they need it. One of the best ways to accomplish this is with a blog. Let’s take a look at a few important statistics:

• Websites with a blog often have 434% more indexed pages.
• B2B marketers with blogs receive 67% more leads than those who do not.
• Marketers who blog regularly are 13 times more likely to achieve a positive ROI.
• Blogs are rated the fifth most trusted source for accurate online information.

While 53% of marketers claim blogging is their top priority when it comes to content marketing, that also means 47% likely do not consistently blog. Considering the bullet points listed above, this 47% is missing out on a significant opportunity.

2. Tell Your Multifamily Brand Story

Blogging is no longer a novelty marketing tactic. Rather, blogging has become essential to businesses in the digital age. As the journalistic landscape continues to evolve, more and more traditional writers and editors are filling demand on the creative side.

Businesses need more than just “a writer;” they need an editorial vision. They need someone who knows how to tell a multifamily brand story and then translate that story to several platforms. Journalism provides an excellent skill set for storytelling, which is why content creation within agencies and businesses is now more of a journalistic process.

3. Create Content That Converts

To truly engage your audience, you need to know how to write a blog that speaks to them. Thinking in terms of inbound campaigns is a great way to optimize your multifamily digital marketing content to maximize conversion.

When forming a campaign, you should focus either on a single resident buyer persona and pain point, or two personas who may share a pain point. Understanding the persona you are targeting, the issue you are seeking to solve, and the goals of the campaign are all important to lead generation.

Another factor in campaigns is considering the buyer’s journey. Always write content for each stage of the journey, rather than just focusing on sales. Focus on these three stages: Awareness (recognizing a problem or need), Consideration (discovering solutions to the problem or need), and Decision (choosing the solution for the problem or need) is key to building a cache of content that can speak to your persona across different levels and convert appropriately.

4. Adopt a Persona-Driven Strategy

While it can be tempting for any business to want to present the maximum information that speaks to their services and reflects the positive aspects of their business, the best methodology is to hold off. Content is the core of how we are perceived online.

Creating content that converts is the key to apartment lead generation. By following a persona-driven content strategy, those leads can become a reality.

Houston, Texas-based Bailey Routzong Capital Advisors (BRCA) is a mergers and acquisition firm that works exclusively in the private school industry. The company’s mission is to provide superior service in helping private school owners and operators receive maximum financial benefit for their business and real estate assets.

The Bailey Routzong team selected Criterion.B multifamily branding agency to work with them to help increase brand awareness, manage social media efforts, and implement a strategic content marketing plan to help drive business.

“Criterion.B is excited to work with such a unique and niche company,” said Jon Simpson, Chief Executive and Founder at Criterion.B. “We are eager to expand Bailey Routzong Capital Advisors’ online presence and brand awareness through content marketing and SEO efforts. We are thrilled to work alongside the skilled and experienced group at Bailey Routzong and look forward to learning more about the business and industry it serves.”

About Criterion.B Multifamily Branding Agency:

Criterion.B is a multifamily branding agency focused on the multifamily and commercial real estate industry. We provide ROI, drive business growth, and build brand identities for our clients. Our multifamily branding agency aims to maximize the multifamily marketing potential of your property portfolio — whether as a developer, investor, or vendor — by driving the right apartment leads to your property or organization.

For more information, visit www.criterionb.com. Our multifamily branding agency office hours are from 8:00 a.m. to 5:00 p.m. CST.

The Northeast Louisiana affiliate chapter of the American Advertising Federation (AAF) recently selected Jon Simpson, founder and chief executive of marketing and multifamily branding agency Criterion.B, as a guest judge for the 2019 Awards.

The American Advertising Awards (formerly the ADDY’s) recognizes and celebrates advertising agencies across multiple mediums and on three levels of judging: local, regional, and national. This competition recognizes creative excellence and rewards the art of advertising.

This year marks the fourth time Criterion.B has been selected to judge the awards. Simpson’s experience and drive to lead his multifamily branding agency and represent the AAF make him an excellent choice for judging on this prestigious level.

“For the fourth year, Criterion.B has the opportunity to judge the awards, and each year we are continually amazed by the American Advertising Federation’s great talent and incredibly hospitable group,” Simpson said. “We are thrilled and honored to have been selected to contribute to the efforts of the AAF again.”

About Criterion.B Multifamily Branding Agency:

Criterion.B is a multifamily branding agency focused on the multifamily and commercial real estate industry. We provide ROI, drive business growth, and build brand identities for our clients. Our multifamily branding agency aims to maximize the multifamily marketing potential of your property portfolio — whether as a developer, investor, or vendor — by driving the right apartment leads to your property or organization.

For more information, visit www.criterionb.com. Our multifamily branding agency office hours are Monday through Friday, 8:00 a.m. to 5:00 p.m. CST.

Criterion.B, a leading marketing agency focused on branding and inbound marketing for commercial real estate and professional services, is excited to announce the addition of Prairie Ridge to its current portfolio of Provident Realty projects.

Provident Realty selected Criterion.B for branding and website development, logo creation, and social media management to create buzz around the new community located in Grand Prairie but in the Midlothian Independent School District.

Provident Realty Advisors, Inc. is a privately held real estate and investment firm that seeks to provide risk-adjusted returns to its investor partners through the development of value-added strategies. Since its formation in 1991, Provident has developed or invested in more than $3 billion worth of real estate projects.

Prairie Ridge is a single-family, multi-phased development with homes starting around the mid-$200,000 range. The development will feature a community center with a swimming pool, among other perks. Floorplans will be available beginning in 2020.

“Criterion.B has worked with Provident Realty on various projects for many years, including our most recent venture with Dallas-based mixed-use development Preston Hollow Village,” said Jon Simpson, Chief Executive and Founder at Criterion.B. “We look forward to continuing our long-standing relationship with Provident and building on the success of these projects.”

About Criterion.B Multifamily Branding Agency:

Criterion.B is a multifamily branding agency focused on the multifamily and commercial real estate industry. We provide ROI, drive business growth, and build brand identities for our clients. Our multifamily branding agency aims to maximize the multifamily marketing potential of your property portfolio — whether as a developer, investor, or vendor — by driving the right apartment leads to your property or organization.

For more information, visit www.criterionb.com. Our multifamily branding agency office hours are Monday through Friday, 8:00 a.m. to 5:00 p.m. CST.

Rentlytics, a former SaaS-based data analytics platform for the multifamily industry that was acquired by RealPage, knew that creating great content was one of the best ways to generate leads, which is why they enlisted the help of Criterion.B to bring their content marketing campaigns to life.

Knowing the popularity and perceived value of eBooks among Rentlytics’ target audience, our team went right to work to deliver high-quality content that would drive engagement.

The Process

Our content writers and designers collaborated to create an educational and engaging eBook filled with valuable information geared toward Rentlytics’ buyer persona.

We researched and developed 15 pages of copy focused on a highly relevant topic in the multifamily industry — “Why You Need Business Intelligence in Your 2019 Budget (and How to Get It).”

Our team also set out to deliver an eBook that matched Rentlytics’ branding while incorporating new design elements inspired by innovation, technology, and the future of multifamily.

The finished eBook demonstrates the quality of work our team produces to earn engagement for our clients and showcases a perfect marriage between strong design and compelling content.

The Results

While quality long-form content is a great way to drive engagement, downloadable offers can drive even better results when paired with a robust marketing distribution strategy.

With our attractively designed eBook in hand, the Rentlytics team pushed the offer through various channels, including an email blast, newsletters, their blog, and social media. Our eBook, coupled with their robust distribution strategy, resulted in more than 500 downloads.