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Updated May 2023.
Millennials (born 1981-1996) are a major target market for multifamily marketers as this demographic makes up a vast majority of apartment seekers, with nearly 25% of millennials saying they have no intention of buying a home. The question is: how do you strategically target this demographic on their apartment search journey? The good news is that millennials are voracious digital consumers, which presents a buffet of marketing opportunities to pique their interest. The bad news is that you probably don’t have the appetite, in other words, a budget to take an all-you-can-eat approach.
Welcome to multifamily marketing, right? Even when faced with some time or budget constraints, we have some simple apartment marketing tactics that you can implement to connect with today’s millennial audience.
It’s no secret that millennials (and younger generations at large) love their smartphones. They are voracious consumers of their handheld devices -- for socializing, working, shopping, gaming, and researching. Consequently, your apartment marketing strategy should include high-quality mobile-supported creative, such as photos or video as this is becoming essential for today’s apartment marketer.
Ensure to include a couple of interior photos highlighting natural lighting, closet space, as well as community amenities such as co-working spaces, pool, game area, fitness center, and any smart or sustainable features such as keyless entry or EV charging stations. Attract future residents to schedule a tour with high-quality assets -- bonus points if you exceed their expectations from the pictures and you just made the leasing agent’s job a whole lot easier.
Interior & Community Amenities Photos
Spoiler alert . . . Millennials are socially inclined. Whether they are posting about a new microbrew downtown or discovered the perfect location for their next Instagram pic- they love exploring and sharing new places to take their friends and family.
So you'll need to have a strong social media strategy and website presence. Showcase the neighborhood and perks of living at your property. Apartment seekers are researching your property to gain an insight into what it's like to live in your community, from resident events to amenities to location. Ensure to highlight local points of interest, from eateries to entertainment along with access to public transportation or major highways.
Over 85% of apartment seekers go to reviews when researching apartments.
Reviews, both the good and the bad, can really shape the sentiment of your property to apartment seekers researching your property online. It’s a direct (and free) way to speak directly to current and future residents. Responding to negative reviews showcases that your property takes feedback seriously, is proactive, and is an opportunity to take the conversation offline and improve their experience.
Make sure not to incentivize (Google doesn't like that), but always ask! You can request reviews using several routes, like adding buttons to your website or highlighting positive reviews on social, or putting up flyers around the property. Here's more on why you should give a damn about your online reputation.
Try giving an iPad to your leasing agents, placing one in your leasing office with a review survey, or bringing people directly to Google or Facebook to review your property and share their experience.
Ensure you have a strong digital marketing strategy to attract Millennial renters to your apartment community. High-quality assets, strong social media, website presence, and credible reviews will have you hitting your occupancy goals faster than you can say multifamily marketing.
Need support with your multifamily marketing strategy? Drop us a line at [email protected]
