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How to Attract More Renters: 8 Apartment Marketing Ideas for 2021

apartment marketing ideas 2021

People will always need a place to live, but how do you get them to choose your property over another? You might have the most up-to-date amenities and the nicest features, but what you really need are some apartment marketing ideas that will make you stand out in a saturated market.

You want your property to be the first one people see when they search for apartments that match their requirements. Here’s how.

1. Claim and Optimize Business Listings

Renters often search for apartments by location (e.g. city, zip code, “near me”). This is why optimizing your local business listings on Google My Business and Yelp is so important. 

Optimizing these listings will greatly improve your local SEO due to something called the “Citation Effect.”

The Citation Effect causes two things:

  1. Google finds the exact same information on your business in multiple places, improving their confidence in your business’s credibility, and in turn, your search ranking.
  2. If you link to your website on all of the business listings, you are providing quality backlinks (links from other sites) to your site which also improves your SEO.

Improving your local SEO will help your property move up to a higher spot in the Google search results, and increase traffic to your site.  

2. Have a Mobile-Friendly Website 

If you only take away one of these apartment marketing ideas, make it this! A mobile-friendly website is arguably the most important aspect of digital marketing.

As of February 2021, 55.56 percent of all web traffic comes through mobile phones. 

Google no longer prioritizes non-mobile websites in organic mobile search results. This means if your site isn’t mobile-friendly, it won’t show up to mobile users. This is because visiting a non-mobile site from a smartphone can result in a poor user experience.

apartment marketing ideas

A poor user experience is caused by a few things:

  1.  Text and visuals won’t fit the mobile screen, so they’ll often be too small or their alignment will be off. This makes it hard to read.
  2. Non-mobile sites take longer to load, so the user has to wait too long. As site load time goes from 1 to 5 seconds, the probability of the user leaving increases by 90%.

Make your website mobile-friendly so you don’t lose all of the potential renters who are apartment hunting on their smartphones. You can do this through responsive design, which is a kind of website design that changes to fit a mobile screen. 

3. Content Marketing 

Another way to increase the traffic to your website is to write useful and searchable articles.

When someone plans to move to a new city, one of the first things they do is research the best locations. Because of this, articles like “Best neighborhoods in L.A. for recent college graduates” are an effective way to get more site visits. 

Write content specific to the areas where your properties are located to get the most relevant traffic. Throughout your article, you can link to the properties of yours that best fit the content. 

4. Take Advantage of Craigslist

This may or may not come as a surprise, but 25% of people still use Craigslist to find good deals on apartments.

On Craigslist, your listing has one image and a single line of text to communicate everything appealing about your apartment. The goal is to get people to click on that line of text.

Decide what the most important features of your listing are. Is it the in-unit washer and dryer? The low price? Make sure to include those features in that line of text. 

Pro tip: avoid all caps and exclamation points, as they can appear spam-like.

SEO-optimize the listing by including all relevant keywords in the “keyword box”. Doing so will make your post more searchable. When choosing the keywords, put yourself in the shoes of the renter and what they’d be searching for.

5. The Power of Word-of-Mouth

 

Online Reviews

Incentivize your residents to leave reviews of your property on ‘Google My business’, ‘Yelp’, and apartment review websites like Zillow and apartments.com. These reviews will have a huge influence on people’s renting decisions and improve your business listing SEO.

74% of renters read at least one review before making the decision to rent. Make those reviews count!

Make the process extremely easy for your residents by sending them the steps and the direct link to the review site. The less effort required of them, the more likely they are to leave a review.

apartment marketing ideas

Referral Incentives 

People like to find new apartments by asking their friends for recommendations. Most renters are more likely to trust a recommendation from someone they know.

Take advantage of this by offering incentives to your residents for sending you referrals. For both of the above methods, identify who your happiest residents are first and target them. 

6. Use Chatbots to Answer Prospects’ Questions 

Prospects will often have specific questions about your property listing and want quick answers. You can’t always have an agent available to answer calls right away. This is where automated chatbots come in. 

Chatbots can be programmed to answer questions like, “what are the parking options?” and “What are the quiet hours?”

The ultimate goal is to make it as easy as possible for the prospective resident to access the needed information.

7. Social Media

 

Instagram

Instagram is the perfect place to test out some of your more creative apartment marketing ideas. 

Use your feed and stories to post high-quality photos of your units, common areas, and property exterior. You can also use Instagram Reels for mini “tours” of your units and facilities. 

Always add the location and use hashtags for all of your posts to increase impressions. Instagram posts with at least one hashtag do 12% better than posts without hashtags. 

Engage with your followers by asking them questions and use their answers for content. For example, you could post a story with the question “what is your favorite hiking trail in {insert neighborhood where your property is located}?” and share the responses you get.

Use your page to showcase any renovations or upgrades your property has as well. Instagram is also a good place to share positive resident reviews.

apartment marketing ideas

TikTok

Now is as good a time as ever to start leveraging TikTok in your social media efforts. We know what you might be thinking. “TikTok? Isn’t that an app for dancers and 15-year-old influencers?”

We get it, and it may have started out that way, but it has grown into something else entirely. It’s currently the fastest-growing social platform with 2.2 billion downloads, and the number of adults using it has grown to 5.5 times the original size in only 18 months.

Madison Raye Sutton aka “The NYC Agent”  is a great example of excellent TikTok apartment marketing. This TikTok-famous leasing agent shares tours of available NYC apartments and has received over 1.3 million “likes”. 

The lesson here is, don’t underestimate the power of TikTok, especially when 46% of multifamily renters are millennials, and millennials make up 50.5% of TikTok users. 

We know that TikTok for multifamily is fairly uncharted territory, so here’s a resource on the basics of TikTok marketing

8. Self-Guided Tours

In a post-pandemic world, self-guided touring is an effective way to get more unit tours. In fact, 83% of renters would prefer a self-guided tour above any other touring option.

A self-guided tour is where the prospective renter is free to tour the apartment during a set time frame without a leasing agent present. 

This is done with keyless entry technology which allows the property manager to issue a temporary access code to the prospect. The guest would simply punch the access code into the smart lock and enter the apartment. 

This option is very appealing to potential residents who are apartment hunting.

Moreover, the conversion rate on self-guided tours is 11% higher than those done with a leasing agent. 

Where Do I Start?

We know it can feel overwhelming seeing a ton of information on a single topic.  But don’t worry, you don’t need to start implementing all of these apartment marketing ideas at once. Starting with one or two of these ideas will make a huge difference!

At Arize, we understand that excellence takes time. If you want to learn more about the marketing benefits of keyless entry-enabled self-guided tours, check out our blog on the benefits of smart door locks for rental properties.

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