Free Toolkit: Apartment Marketing Tools for Video Tours
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.
About the Guide
Promoting a multifamily property in the modern leasing landscape presents some unique challenges. Prospective residents are busier than ever, may not be able to travel to the property prior to leasing, are most likely looking for an authentic experience, and, on top of that, there is more noise from competition in the market than ever before.
So how do you stand out from the crowd and make your leasing life easier? Turn to video! Using this toolkit, you’ll learn how to use live or recorded video to overcome the problems of geographical distance, busy schedules, and a lack of easy, transparent communication with your online, typically remote, audience. Afterward, you’ll be able to create a truly authentic experience that will make your videos and community stand out.
If you enjoy the toolkit, sign up for a demo of Realync’s video tour software. With Realync, you’ll be able to create polished, professional, cloud-based videos, and host live video tours that are simple, welcoming, transparent, real, and, most importantly, authentic.
Apartment Marketing Ideas
The number of apartment marketing ideas that exist today are endless and as mentioned before, many have a strong digital component since digital tactics are easier and cheaper to test and track than offline metrics.
However, there are still fun marketing ideas for apartments that are not overly technical. One of top apartment marketing ideas that your team can easily pursue is partnerships with consumer businesses near the property during the lease up phase, especially if your property is still heavily under construction.
This could be a happy hour at a nearby restaurant, a complimentary manicure party at a nail salon, or sponsoring a free workout class at a boutique fitness studio for prospective residents. This approach does several things well, including starting off a great relationship with your future business neighbors and sharing the neighborhood vibrancy and amenities. It also is an incredible way to get outside of your leasing center to build your audience of prospective residents, have existing residents invite friends, and more.
Another opportunity when it comes to apartment marketing ideas for fall is to host a small-scale Oktoberfest beer festival in your lobby or common space, inviting several local brewers to sample their beers. As far as apartment marketing ideas 2020, this is one of our personal favorites as it can serve a dual purpose for prospective and current residents. Breweries are often happy to sample beer and sell pints of beer (depending on local laws) to gain new customers themselves. So creating this exclusive event has the opportunity to create buzz for their businesses and yours, while differentiating your multifamily property in competitive markets.
While there may have been many apartment marketing ideas in 2019 that were offline, the real magic happens when you take these ideas and also activate them digitally. This could include capturing a variety of videos using Realync to share later on social media, via email campaign, or even on your website, as well as encouraging social sharing throughout your events. Lastly, these events can be a great opportunity to capture some early apartment photography or authentic photos to utilize on social media.
Apartment Leasing Software
While there are many large apartment technology companies that offer a variety of products tailored to apartment leasing and management, there are a rare few dedicated leasing software platforms integrated into the multifamily technology stack that support and streamline multifamily touring. With the growing popularity of recorded virtual tours and live virtual tours, these leasing technologies should be a key component of how to market and lease apartment complexes. Dedicated touring solutions, like Realync, are focused on continuous product enhancements and are able to provide additional coaching on best practices and how to create the best video tours for your property. When evaluating the best leasing technology for your community and onsite team, make sure to look beyond just the nuts and bolts of the product, and evaluate the entire package, including training, integrations, and ongoing support.
So how does apartment leasing software impact apartment marketing? First of all, any strong marketing program will be integrated into your leasing efforts. So having the best leasing software that seamlessly integrates will allow your prospective residents to also have a seamless experience from inbound lead to touring to signing a lease and move in. Beyond being a seamless process, the content that you produce on your video leasing solution can help build a cloud-based library of apartment marketing materials that can be used across various marketing initiatives Your apartment videos can be a great start to further build out your brand and visual identity on your website, social media, in email campaigns, and more. In addition, leasing software often has strong analytics to help you better understand the behaviors of your prospective residents which can help you continue to refine your marketing message and how you are reaching your target audience.
Apartment Advertising Ideas
Advertising across social media platforms has become more and more expensive in recent years. Facebook specifically has increased their advertising costs and the overall CPC (cost per click) has increased as well. The average CPC for the real estate industry on Facebook is $1.81 (slightly higher than the overall average of $1.72 ). There are some ways in which you can help to lower your CPC that work well for multifamily advertising. With only 6% of ads on Facebook being shown to PC only users, it is clear that optimizing your ads for mobile phones is a great way to begin. Another big factor in reducing your cost and improving your overall ad success is by effectively narrowing down your audiences. By targeting a much more specified group of individuals you reduce the competition from other companies who are running similar ads. You are essentially bidding against others to reach your prospective residents, so you want to make sure you are bidding to the exact type of prospect and not wasting bidding dollars on other viewers or clicks.
Setting up a Facebook pixel, which is a piece of code, on your website can assist you in reducing your CPC as well by helping discover your ideal target audience based on site visits. The pixel allows you to create audiences based on visitors or visitor actions on your website. You are then able to target those people directly on Facebook with your ads. Facebook even provides an option to create a look-alike audience that can help you grow your target audience.
Paid advertising costs will only continue to increase over time, so another way to increase your multifamily digital advertising effectiveness is by creating original, desirable, organic content. There are many ways to do this from blogging to being present on and consistent across multiple platforms that your prospective residents are on. If you are focusing on Facebook specifically, one of the best ways is to populate your “stories” section. These stories are becoming more effective at reaching your audience than your actual newsfeed content. Video is also one of the best ways to sky-rocket your organic reach. With 87% of online advertisers using video and 45% of people watching an hour or more of videos on Facebook or YouTube a week, the key is providing the type of content that is getting engaged with. Videos on Facebook garner bigger impression shares and therefore a lower CPC. Using the Realync video leasing solution, you can create video content that will generate organic interest and views, and subsequently lower your online advertising costs.
Apartment Marketing Slogans
The goal of apartment marketing slogans are to highlight your brand and be memorable. Human brains are wired to remember catchy, creative phrases. You are likely familiar with popular slogans such as “Melts in Your Mouth, Not In Your Hands” and “Just Do It”. When creating the best property management slogan you will want to consider what benefits, amenities, or unique value that your multifamily property has to offer. It is best practice to stay away from negative words and instead aim for upbeat and motivating vocabulary. These slogans should capture the essence of your property and take into consideration your ideal customer profile (or more specifically, your ideal prospective resident profile).
The best way to come up with a slogan is to test out a few different ideas and measure the reaction or effectiveness. For example, if you were attempting to create pet friendly apartment slogans you may say, “Bridge Run Apartments here You Are Barking Up the Right Tree.” This slogan conveys the message that animals are welcome, but is also catchy and memorable.
There are also seasonal opportunities to create timely slogans that utilize a holiday or event as part of a temporary slogan or campaign. For example, Valentine’s Day apartment marketing slogans can be a fun way to get your message out. Some of these include “Love is just around the corner at River Run Apartments”, “Love, Luxury, & Location”, “Find Your Forever at 29th & Vine” or “True Love Is Just Around the Corner.” Whatever the holiday, you should find something relatable, catchy, and memorable to grab the attention of prospective residents.
Apartment Marketing Companies
Trying to “do it all” is rarely a good approach in life. This is especially true when it comes to marketing for multifamily properties. With this in mind, it could make sense to outsource some of your marketing requirements to an apartment marketing company. These multifamily consulting services can help by outsourcing some strategies and tactics—especially ones you either do not have the time to fulfill or are not skilled enough to maintain. Often times we see many multifamily apartment companies outsource their SEO efforts, blogging, social media management, and graphic design to one of these apartment marketing companies.
The one thing you cannot successfully outsource is touring. Touring is where you show your property’s uniqueness while personally highlighting the benefits and perks. Realync can provide tools and software to help you keep this important marketing effort in-house. The Realync platform and team will help every step of the way in getting professional, individualized, and flattering video tours to your client. You can think of our services as outsourcing the hard part of video marketing and allowing you to focus on and provide a compelling, authentic experience of your property in the video tour.