Generating leads for your apartment community doesn’t have to feel like chasing rainbows or require an endless marketing budget. If you’re working with a small team or have limited resources, you’re not alone, many multifamily marketers are in the same boat. The good news? You can still crush your lead generation goals by leveraging some clever, cost-effective strategies.
I’ve been in the multifamily marketing world for years, and I’ve seen what works (and what doesn’t). Here’s a practical, no-fluff guide to generating leads on a budget. These tips are actionable, proven, and easy to implement, so let’s get started!
1. Make Social Media Your Best Friend
You don’t need to spend a dime on ads to make social media work for you. In fact, with a little creativity, you can turn your platforms into powerful lead generation machines.
What to Do
- Showcase Your Property’s Personality: Post behind-the-scenes content of your leasing team, highlight resident events, and show off your community amenities. Authentic, unpolished content performs best.
- Run Weekly Features: Start a regular series, like “Unit of the Week,” where you showcase available apartments with a quick video tour and a link to schedule a tour.
- Use Instagram Reels and TikTok: Create quick, engaging videos that show off unique features, like your rooftop views, pet-friendly areas, or gym amenities. These platforms prioritize video content, meaning more exposure for free.
Social Media Pro Tip
Use hyper-local hashtags like #[City]Living or #[City]Apartments to ensure your posts reach renters searching for properties in your area.
2. Make Your Google Business Profile Shine
Your Google Business Profile is one of the easiest (and free!) ways to drive traffic to your property. The best part? Renters are already searching for apartments near them, your job is to make sure they find you.
What to Do
- Keep It Current: Add high-quality photos of your property, update business hours, and include your phone number and website.
- Post Weekly Updates: Highlight specials (e.g., “One Month Free Rent”), share resident testimonials, or promote upcoming events.
- Encourage Reviews: Send an email to happy residents asking them to leave a review. Properties with more reviews (and responses!) rank higher on Google.
Google Business Profile Pro Tip
Respond to every review, positive or negative. This shows prospective renters that you care and keeps your profile active. Managing reviews can be time-consuming, but staying on top of them builds trust and improves your online presence. If you need guidance on streamlining this process, Digible’s reputation management solutions can help you optimize your apartment’s online reputation and drive occupancy.
3. Retarget, Retarget, Retarget
Retargeting ads are a goldmine if you’re on a budget. These ads only show up for people who’ve already visited your website or engaged with your social media, so they’re highly effective at driving conversions.
What to Do
- Set Up Retargeting Ads: Use Facebook Pixel or Google Tag Manager to track visitors to your website. Then, serve them ads that showcase your property’s best features or current specials.
- Use Dynamic Ads: Show prospects exactly what they looked at on your website (e.g., floor plans, pricing) to nudge them back to your site.
Retargeting Pro Tip
Include urgency in your retargeting ads, like “Only 2 Units Left!” or “Schedule Your Tour Before It’s Gone!” to push prospects to take action.
4. Team Up with Local Businesses
Your community is filled with potential partners who would love to collaborate. These partnerships can expand your reach and add value for your residents.
What to Do
- Offer Resident Perks: Partner with local coffee shops, gyms, or restaurants to provide exclusive discounts for your residents. They get extra foot traffic, and you get free exposure when they promote your property.
- Co-Host Events: Work with local businesses to organize events like food truck nights, fitness classes, or pet adoption days. Promote these events on your social media and in local Facebook groups.
Partnership Pro Tip
Ask businesses to cross-promote the event or your property on their own social media channels for added visibility.
5. Create Irresistible Lead Magnets
People love free resources, and they’re often willing to trade their contact info for something valuable. Lead magnets are a fantastic way to build your email list.
What to Do
- Neighborhood Guides: Create a downloadable PDF that highlights the best restaurants, parks, and attractions near your property.
- Moving Checklists: Offer a printable moving guide to help renters organize their relocation.
- Exclusive Deals: Promote a limited-time offer, like waived application fees or reduced deposits, for those who sign up for your email list.
Lead Magnets Pro Tip
Use a tool like Canva to design your lead magnet. Then, create a simple landing page on your website to collect emails in exchange for the resource.
6. Tap Into the Power of Resident Referrals
Your residents already love living in your community (hopefully!), so why not turn them into brand ambassadors? A well-designed referral program can be incredibly cost-effective.
What to Do
- Offer Rewards: Provide an incentive for successful referrals, like a rent discount, gift cards, or even exclusive perks like reserved parking.
- Promote the Program: Use email, social media, and flyers in common areas to remind residents about the referral program.
Resident Referrals Pro Tip
Make it easy for residents to refer friends by providing a custom referral link they can share online or via text.
7. Optimize Your Website for Conversions
Your website is your 24/7 leasing agent, so make sure it’s doing its job! Even small tweaks can have a big impact on conversions.
What to Do
- Simplify Your CTAs: Ensure “Schedule a Tour” and “Apply Now” buttons are prominent on every page.
- Show, Don’t Tell: Include virtual tours, high-quality photos, and video walkthroughs to give prospects a real feel for your property.
- Mobile First: Over 70% of renters search on their phones. Test your site’s mobile usability and make adjustments as needed.
Website Optimization Pro Tip
Use Google’s free PageSpeed Insights tool to check your site speed. If it’s slow, compress images and reduce unnecessary code to improve performance.
Lead Generation Without the Stress
You don’t need a huge budget or a massive team to fill your leasing pipeline. By focusing on these practical strategies, you can generate high-quality leads, build relationships with prospects, and grow your community without overspending.
Need help taking your lead generation strategy to the next level? Let’s chat. At Digible, we specialize in data-driven marketing solutions for multifamily properties, and we’d love to help you hit your goals.
