Did you know that 88% of consumers who conduct a local search on their smartphone visit a related store within a week?
For multifamily marketers, this statistic highlights the crucial role of localized marketing in attracting potential renters and converting leads into leases. In today’s competitive market, where renters increasingly rely on digital channels to explore their options, crafting a localized strategy isn’t just beneficial—it’s essential.
Localized marketing tailors outreach and messaging to specific geographic regions or communities, allowing multifamily properties to forge meaningful connections with prospective renters. By showcasing what makes a property unique within its local context—whether it’s proximity to schools, parks, or vibrant dining options—marketers can boost visibility, engagement, and ultimately, occupancy rates.
Let’s explore the importance of localized marketing, actionable implementation tips, and real-world strategies you can start using today.
Why Localized Marketing Matters for Multifamily Properties
- Appeals to Local Renters’ Needs: According to Soci’s guide on localized marketing, renters are drawn to content that resonates with their immediate surroundings. Highlighting neighborhood amenities, local events, and property-specific features helps prospects envision themselves living in the community.
- Improves Search Visibility: As noted in Digible’s SEO best practices, incorporating local keywords and optimizing Google Business Profiles boosts search engine visibility. When renters search for “luxury apartments near [city]” or “pet-friendly apartments in [neighborhood],” localized marketing ensures your property ranks prominently in the results.
- Drives Authentic Engagement: Chandler Chesnut of Olympus Properties emphasized in a recent podcast that creating content tailored to each property’s unique character—not a one-size-fits-all approach—fosters stronger connections with renters. As she noted, “What works in Oregon isn’t what works in DFW.”
5 Strategies to Harness Localized Marketing for Multifamily Properties
1. Optimize Your Online Presence for Local Searches
Local search optimization is crucial for attracting renters who rely on search engines to find their next home. Here’s how:
- Claim and optimize your Google Business Profile with accurate contact information, professional photos, and a compelling description.
- Include local keywords like “apartments near [landmark]” in your website’s metadata and content.
- Encourage current residents to leave reviews. As noted in the SEO best practices guide, positive reviews not only boost credibility but also improve SEO rankings.
2. Highlight Local Amenities and Attractions
Renters aren’t just looking for an apartment—they’re seeking a lifestyle. Showcase what makes your community and neighborhood special by:
- Featuring local restaurants, coffee shops, or parks in social media posts and email campaigns.
- Collaborating with local businesses for events or discounts exclusive to residents.
- Creating video content that takes prospects on a virtual tour of the neighborhood.
3. Empower On-Site Teams to Tell Your Story
As Chandler shared, on-site teams are at the forefront of community engagement and can provide authentic insights into day-to-day life. Equip your teams to:
- Capture short videos or photos showcasing the property’s best features.
- Share updates about community events or resident success stories.
- Provide localized insights renters care about, such as the best nearby hiking trails or family-friendly activities.
4. Leverage Hyperlocal Paid Media
Paid advertising platforms like Google Ads and social media allow you to target specific geographic areas. To maximize your ad spend:
- Use geo-targeting to focus on areas where prospective renters are likely to live or work.
- Highlight local promotions, such as waived application fees for residents who tour the property in person.
- Test hyperlocal platforms like Waze ads to promote your property to commuters passing by.
5. Tailor Your Social Media Content to Each Property
Social platforms like TikTok, Instagram, and Facebook thrive on authenticity. Tailor content to the unique identity of each property by:
- Sharing property-specific resident events or amenities.
- Featuring team members and giving them a platform to share their favorite local spots.
- Posting short, engaging videos that highlight the local culture or seasonal activities.
Real-World Example: Olympus Properties’ Localized Content Strategy
Olympus Properties exemplifies localized marketing in action. As Chandler Chesnut shared, the company emphasizes creating property-specific content that resonates with local audiences. For instance:
- Highlighting regional differences: Marketing strategies for properties in Oregon focus on the natural beauty of the mountains, while Texas properties lean into urban convenience and amenities.
- Empowering teams: On-site staff are encouraged to contribute content ideas, ensuring marketing feels authentic and grounded in the local community.
This approach not only fosters deeper connections with prospects but also strengthens Olympus’s brand identity as a multifamily leader.
Take the First Step Toward Localized Marketing Success
Localized marketing isn’t just about visibility—it’s about creating meaningful connections with renters by showcasing the best your property and community have to offer. By investing in strategies like local SEO, personalized social content, and geo-targeted advertising, you can position your properties as the top choice for renters in your area.
Ready to elevate your marketing strategy? Let’s discuss how Digible can help you implement a powerful localized marketing plan.
