Free Toolkit: Video Tour Tips for Apartment Lease-Ups
Inside the toolkit:
- Learn how to record an apartment video tour that converts.
- Watch our step-by-step unit recording best practices video.
- Download our 9-point cheatsheet for future reference.
Apartment Marketing Plan Template
Before you can execute on an apartment marketing plan for your lease-up…
You’ll need to write down your goals, create your implementation plan and schedule, and determine how you’ll successfully accomplish your goals. You can find and use an apartment marketing plan template or property management marketing plan template from online sources, but, while those are great baselines to start from, it is highly recommended that you develop your own multifamily marketing plan that is catered to your team, your community, and your desired demographic.
The first section should detail your apartment marketing goals, such as obtain 90% occupancy or increase conversion amongst the 18 to 30-year old segment by 15%. Your goals should be specific, measurable, attainable, relevant, and timely. Be bold, but also be realistic. Nothing will kill your plan more than unrealistic or unattainable goals.
Once you’ve set your goals, you’ll need to outline how you’re going to accomplish them.
This section should include everything from advertising channels to content marketing, public relations, canvassing, events and more. You’ll want to detail who’s going to be responsible for each overall activity and related sub-activities. You may also want to consider a Gantt Chart, which spells out the timing and frequency of each activity. For example, radio advertising could occur every three months starting in January. You need to ensure that owners are set for each task as well. Who is responsible for the photos and creating content for social media? Who is responsible for responding to comments and posts online? Who will be capturing the data to be able to track your success?
Speaking of tracking success, the third section of your template should include ways to measure your goals.
For instance, if your goal is to increase website conversion by 15%, you’ll need to be tracking who is coming to your website, from where, how long they’re on your site, what they’re interacting with and clicking, and then, ultimately, whether they took an action and filled out a form, called the office, or dropped in. That seems like a lot of information to capture simply to calculate website conversion, but that level of insight is invaluable. It allows you to test, retest, and fine tune. Simply changing the image or text in a website call to action or adding an interactive video could single handedly account for that 15% increase in conversion, but you would never know if you don’t or can’t track it.
Marketing Ideas for Apartment Lease Up
Coming up with apartment marketing ideas for your lease-up involves research, experimentation, and collaboration.
You can use a combination of digital and traditional apartment community marketing ideas to draw prospective residents to your property. Try researching creative apartment leasing ideas or fun marketing ideas for apartments online to see what others have tried. While not all of the rental property marketing ideas may be a good fit for your property or market, there are a few that have proven to be successful for most. Some of the more popular outreach marketing ideas for apartment leasing action plans include hosting events with local businesses that are near your community and appeal to your target market, starting a referral program incentivizing residents to refer their friends and colleagues, sponsoring local community and volunteer events frequented by your target audience, and hosting events at your property.
The premise behind many of these property management marketing ideas is to increase your community presence and increase engagement.
You can also attract prospective residents online through the use of social media posts, social media competitions, video tours and virtual open houses. By using Realync’s video leasing solution, individuals interested in your property can see exactly what they want to see while interacting with your team to see it. Your apartment complex marketing ideas for 2019 do not have to be complex, but definitely think outside of the box! While events are great, we live in a time where a lot of your residents may likely be moving from out-of-state or even out of country. So don’t forget to have content marketing that appeals to that audience as well.
Apartment Marketing Calendar
When planning the implementation of how to market apartments in your community, taking seasonality into account is important.
Take a look at the population characteristics of your local community, including both demographics and lifestyle trends. Use apartment marketing slogans that leverage these factors and plan your marketing schedule and events around the weather or seasonal spikes in activity. Periods where there will be an increased chance of a lot of rain or snow means that leads will be less likely to want to tour units in person, come to open houses, or participate in events. If your community’s prospective residents are predominantly college students, scale up your marketing efforts when they are most likely to be looking for a new apartment. Scale down your plans when the need is likely to be lower and plan loyalty incentives accordingly.
However, seasonal lulls and inclement weather doesn’t mean you have to completely throw in the towel and sit back during down periods.
Your team should always be marketing and always be leasing. One way to keep the marketing drip going during slow periods is to use video. Reach people where they are in a way that they want to be reached: online and via video. Using a video leasing solution like Realync can bring prospective residents ‘into’ your community from the comfort of their own homes. Whether it’s a live virtual open house or posting engaging pre-recorded video content, they don’t have to make a trip in bad weather or travel hundreds of miles in order to see and experience their next home!
Apartment Marketing Companies
If your property management company is small or you simply don’t have the staff to implement all the activities in your lease-up marketing plan, consider outsourcing. Apartment marketing companies can bring you fresh ideas and expertise as well as additional hands to help take some of the load off your plate. While it can be scary outsourcing something so directly tied to your brand and tied to your success as a community, it can also be very successful.
Make sure to consider how well the company knows your target market, community, and property. Marketing a multifamily community is very different than marketing a technology company or website. And Fair Housing consideration and expertise is a must. Take that a step further and marketing for a luxury apartment community will take a different skill set and knowledge base than advertising for Class B or C assets in a rural community. Talk to current and past clients to get a feel for how well the company was able to help execute different types of plans and activities, and the results that were provided. You’ll also want to consider costs against your budget and ensure your vision is shared by the company.
How to Be a Good Apartment Leasing Agent
You may be wondering why this section is in an article about developing a proper lease-up marketing plan for a multifamily community? Well, it’s because it’s a critical part of ensuring success for your community!
At the end of the day, you can have the best marketing of any multifamily community out there, but if leads go unanswered, the proper follow up isn’t there, and your leasing team is unable to convert those qualified leads into leases, then it’s all for naught. Said another way, having a team who are experts at knowing how to lease an apartment is critical to successfully lease apartments.
A good apartment leasing agent is one of the most critical components of any marketing plan. Developing leasing agent goals and learning closing techniques for leasing agents should be completed prior to the start of the property’s pre-leasing phase. A leasing consultant training manual can help new hires and existing employees learn the ropes of conversion. However, the important aspects of learning how to be a successful leasing agent comes from experience and soft skills. When recruiting your team for lease-up, asking certain apartment leasing agent interview questions can help uncover skills related to listening, empathy, persistence and sales. Does the candidate know when to stop talking and can the candidate communicate value during selling simulations? The best leasing agent may not come from another multifamily community or have vast industry experience. At the end of the day, if they can sell and fit the culture that you are looking to create, that is what’s most important.
Becoming a good leasing agent involves seeing leads as human beings and learning what makes them tick. Find out what your prospective residents’ goals are and how living at your community will help them reach those goals. Ask appropriate questions, but also let leads talk and ask their own questions when needed. Don’t rush through a sales presentation or in-person tour without giving them enough time to process different aspects of the property. They may need to consider commute time, your property’s amenities, and the overall neighborhood. Most importantly, build an ongoing conversation with your leads and residents. Create positive feelings and a personalized experience to ensure your property and your team stands out. And use all of the tools at your disposal to make your life and your prospects’ lives easier. Leasing doesn’t need to be a complicated process and technology, like Realync, is here to make it easier!