In the fast-paced world of multifamily marketing, standing out requires more than just lower-funnel tactics like paid search. To attract and engage prospects at every stage of their journey, brands need high-impact, visually immersive strategies that build awareness and spark interest.

This is where Digible utilizes Google’s Demand Gen campaigns, leveraging platforms like YouTube, YouTube Shorts, Discover, and Gmail to captivate potential renters and drive meaningful engagement.

What is Demand Gen?

Demand Gen is an AI-powered campaign designed to leverage high-performing video and image content, ensuring your ads reach users as they browse, stream, and engage with content. By tapping into Google’s expansive ecosystem, Digible can generate meaningful interactions that pave the way for future conversions and leases.

Key Benefits of Demand Gen for Multifamily Marketing

1. Expanded Impact Across Google’s Most Visual Platforms

One of Demand Gen’s biggest strengths is its ability to deliver visually compelling ads across Google’s most engaging platforms. With over 3 billion monthly active users on YouTube, Discover, and Gmail, these campaigns provide a powerful way to reach a highly relevant audience. By maximizing exposure, Demand Gen keeps your community top-of-mind, ensuring potential renters think of you first when they start their apartment search.

2. Audience-First Targeting for Tailored Ad Experiences

Unlike traditional display campaigns, Demand Gen allows for advanced audience targeting using:

  • Custom Intent Audiences: Reaching users who have recently searched for terms related to apartment rentals.
  • In-Market Audiences: Engaging people actively searching for rental properties.
  • Lookalike Audiences: Expanding reach to users with behaviors similar to your existing leads.

This precise targeting ensures that ads resonate with the right audience, leading to stronger engagement and higher-quality leads.

3. AI-Powered Bidding for Optimal Performance

Demand Gen campaigns utilize Google’s AI-driven bidding strategies, including:

  • Conversion-Based Bidding to prioritize users more likely to take action.
  • Value-Based Bidding to focus on high-intent leads.
  • Max Click Bidding to generate maximum traffic at the lowest cost.

These automated optimizations make Demand Gen not only an effective brand awareness tool but also a cost-efficient way to drive meaningful engagement.

Integrating Demand Gen into a Multifamily Marketing Strategy

While Demand Gen excels as a standalone upper-funnel tactic, its impact is maximized when paired with other marketing channels. Leveraging the awareness and engagement driven by Demand Gen, marketers can nurture leads through lower-funnel strategies such as paid search and retargeting. This holistic approach ensures prospects remain engaged throughout their leasing journey, ultimately driving more signed leases.

Integrating Demand Gen Ensures Top-of-Mind

In today’s competitive multifamily market, capturing renter attention early is crucial. Demand Gen campaigns offer an effective way to create visually engaging, targeted, and cost-efficient advertising that drives awareness and fosters engagement. By integrating Demand Gen into Digible’s comprehensive digital marketing strategy, multifamily advertisers can ensure their properties stay top-of-mind, leading to increased inquiries, tours, and ultimately, leases.

TL;DR: The Essentials

Boosts Awareness & Leasing Conversions: By capturing renter attention early, Demand Gen campaigns help multifamily properties stay top-of-mind, increasing inquiries, tours, and leases.

Broader Reach & Engagement: Demand Gen campaigns leverage YouTube, YouTube Shorts, Discover, and Gmail to deliver visually compelling ads, ensuring maximum exposure to potential renters.

Advanced Audience Targeting: Google’s AI-powered segmentation, including Custom Intent, In-Market, and Lookalike Audiences, engages high-intent prospects with relevant ads.

AI-Driven Bidding Efficiency: Automated bidding strategies optimize performance, driving cost-effective engagement and quality leads.

Proven Performance: Data shows efficient click-through rates and lower cost-per-lead compared to traditional upper-funnel marketing tactics.

Integrated Marketing Approach: Demand Gen works best when combined with lower-funnel strategies like paid search and retargeting, ensuring sustained engagement throughout the renter’s journey.