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Multifamily Marketing: Peak Season Strategy

June 1, 2018

Updated May 2023

Summer will be here before you know it. Temperatures will rise and so will the pressure to fill empty units at your property. May through September is the ‘peak’ season when it comes to the multifamily industry, so having a holistic marketing strategy will set you apart from the competition, and retain residents, while also hitting occupancy goals. Here are some digital marketing must-haves and checklists when heading into peak season for multifamily marketing.

Paid Media for Multifamily

First and foremost, you'll want to review your paid advertising budget and update any specials.

apartment lounge and pool
  • Consider increasing your budget. If your projected occupancy is going to decrease. As competition increases, bidding competitively is crucial.

  • Image and video assets. Audit your website, social channels, and paid advertisements to utilize the most up-to-date imagery. Did you recently renovate the clubhouse? Make sure to have photography that showcases your property in the best light -- especially outdoor amenities!

  • Leasing Specials. Check-in on specials, are you running any specials for the summer and removing any outdated specials?

Optimizing Organic Search & Multifamily Websites

Ensure your website and Google Business Profile are up to date when future residents are researching your property, so you can drive website traffic and apartment tours.

  • Update Your Listings. It’s all about NAP (Name, Address, Phone Number) on your listings. Your local listings help potential renters discover your apartment building, while also helping drive traffic back to your website. Inaccurate or outdated listings can misdirect potential leads and negatively impact your property. Ensure that your listings, especially Google Business Profile, are fully optimized with the correct information and hours for newly opened properties.

  • User-Friendly Website. Website users should be able to find your property’s contact information in just a few seconds on your website, whether that is a phone number, email, form fill, and even your property’s address. No one likes to dig for information so it is vital as we move into peak season that properties make it simple for potential renters to easily convert on the site. It is also important that Google and other search engines can see your NAP info as well, allowing them to easily associate all of your online assets with your property. More on Website Best Practices.

  • GA4 Transition. Google Analytics 4 is replacing Universal Analytics. On July 1, 2023, all standard Universal Analytics properties will stop processing data. (360 Universal Analytics properties with a current order will receive a one-time processing extension ending on July 1, 2024). We're here to help with setting up GA4 and saving old data.

Social Media Presence for Apartments

Like paid media, SEO, and websites, you'll want to ensure your contact information is up to date on your social media profiles. When researching your property, over 80% of apartment seekers go to your social media channels to learn about real-time updates, life in your community and on-site team, as well as location, and resident events.

  • Contact Information. Your social profiles should include your phone number, email address, website, and a brief description of your community to make it easy for prospects to know who you are and get in touch with your team. Ensuring your social media links on your website are also accurate and visible.

  • Keywords and hashtags. Ensure that your post copy frequently mentions your city, including nicknames, neighborhoods, and branded hashtags to reach a broader audience to build a local and loyal following, and increase reach. Consistent posting will also support your organic search and paid initiatives.

  • Updated Photography & Videos. A picture’s worth a thousand words! Whether you can have a professional photographer visit your community or a member of your leasing team capture residents, having updated quality photos of your apartments and community spaces is crucial to a successful social media presence. Learn more about why you need a strong Social Media Strategy for your community.

  • Resident Events. Partner with local businesses, such as restaurants, to host a pool party at your property. Engage visitors with games and offer prizes, such as gift cards from the sponsors or discounts on rent. It’s a good way to show off the amenities and create some buzz around your brand. Resident Influencers can also help amplify your brand and reach a broader audience. Read more on a holistic strategy for Resident Events Campaigns.

Budget Recommendations for Apartments

Ah yes, the age-old question in the digital marketing world: how to get the best bang for your buck when it comes to allocating your apartment marketing budget. Here are a few points to steer you in the right direction.

  • Budget Recommendations. Competition increases during this time of year so it’s important to have a competitive budget for all of your campaigns to get in front of potential renters. Ask Fiona, our marketing AI that helps you plan your budget and media mix for your properties based on location, leasing phase, goals, and data insights. She does the heavy lifting for you.

  • Geofencing. It's peak season, so the best practice is to target current residents with potential expiring leases and nearby events happening, such as farmer's markets or festivals. Tune into our podcast to learn more about budgeting for a Geofencing Strategy.

Takeaways for Multifamily Peak Season Prep

Head into peak season with confidence with your multifamily marketing campaigns to hit your goals and see the best ROI.

  • High-quality Assets. This includes photos and videos for all digital marketing platforms, from paid advertising, SEO, Websites, Social Media, and Geofencing campaigns. Here are some must-have highlights for your apartment community:
    • Pool areas
    • Grilling areas & BBQ pits
    • Playgrounds & game lawns
    • Pet-friendly areas, such as bark parks & pet spas
    • Proximity to popular attractions, such as beaches, parks, or water parks
    • Balconies and patios

  • Update Contact Information. This includes hours, scheduling a tour link, location, and phone numbers for properties, especially for lease-ups on all platforms; websites, paid advertising, social media, local listings, and GBP. This also includes any leasing specials you may be running.

  • Budget. Consider increasing your budget during this busy season. Not sure where to start, we can help.

  • Resident Events & Geofencing. Consider hosting more resident events at your property to build resident engagement, retention, and partner with local businesses and organizations. Geofencing targeting local events can also help attract new residents to the property area.

Wondering where to start? Need support with your peak season digital marketing campaigns? We've got you covered. Drop us a line at [email protected]

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