Outreach marketing is defined as, “the practice of seeking out individuals or organizations that have a shared interest in what you or your company has to offer.”
When it comes to multifamily outreach marketing, it is vital to deploy several tactics both to ensure you reach prospective residents where they are, as well as, to continue to show up in their lives—either with offline tactics or online, digital strategies.
If a prospective resident keeps seeing your multifamily property across platforms and in a variety of ways, there is a higher likelihood they will take the next step into considering the property. This multi-touch strategy is the best way to have a slow drip of information in various forms of media available for your audience to engage with. Applying all of your time, money, and effort to just one tactic, form of media, or platform will likely result in not reaching some segments of your ideal prospective resident audience or losing out on converting some leads that simply needed a bit more information.
There are many outreach marketing ideas for apartments, but the one that is arguably the most successful, cost-effective, and simplest to do is apartment social media advertising. While the overall popularity of Facebook has dropped slightly in recent years, it still boasts a network of 2 billion (yes billion with “B”) people logging on each month. And now you can also reach Instagram users through the same, sophisticated ad platform. With potential audiences this large and easy to use targeting tools for your geography and many other factors, it is a safe assumption that many of your prospective residents are active users that you can get in front of in creative ways on Facebook. Facebook ads allow for nearly pinpoint audience creations that provide the opportunity for you to pick your ideal audience based on parameters of income level, family size, geographical location, and the list goes on. These ads are a great way to reach your desired audience and track their interest level, all while sitting comfortably behind your desk.
Building relationships with other companies is another effective outreach marketing idea for apartments. By developing a good relationship or a mutually beneficial relationship with other local businesses such as self-storage companies, moving companies, real estate agents, and brokers you will be able to reach an additional audience that you otherwise may not have access to and with a more personal, direct referral, you are also likely to have higher conversion rates.
Outreach marketing ideas for luxury apartments require a bit more work. Often times these potential residents have agents that are seeking a unit on their behalf. Reaching out to a real estate brokerage and offering to sponsor their next meeting, complete with doughnuts and coffee or a lunch is a great way to get your foot in the door with local leasing agents, brokers, and brokerages. If your goal is to target the prospect themselves, hosting events either on or off-site is a great way to get more people involved. These events can range from using your lobby as the location of an art show to sponsoring a cocktail hour at a local upscale bar to more exclusive events such as throwing a party for a current resident and their friends to target their guests that attend. The options are endless when it comes to effective outreach marketing, but don’t forget to first determine your audience, then get creative with your efforts and have professional marketing materials to back it all up.