Five 2020 Marketing Trends That Don’t Work for Apartments

It’s 2020, and with the fresh start of a new year, marketers in all verticals are paying attention to what’s shiny, new, and trending. What’s truly effective, though, when it comes to the competitive multifamily residential marketing space? Dive in and take a closer look at five of the top 2020 marketing trends—and how some of the hottest fall short for the multifamily market. 

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How to Create and Market Video Content for Apartments

Video Marketing for apartments

“You have to make video content!”. You’ve been hearing this phrase and others like it for years now. They even have crazy statistics such as “50% of people watch a video about a product before they make a purchase” (Google). You already know you have to create video content to help showcase your community. That part goes without saying, the hard part is knowing where to begin, what type of videos to create, how much to budget for video content, and where to post it once you’ve made your masterpiece. Luckily, you made the wise choice of reading this article and in just a few minutes, you’ll be a video marketing whiz.

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DOOH and Why You Should Be Investing in It

Innovation. That’s not the word most marketers think of when they hear “Out-of-Home Marketing”. Those old billboards and in-window flyers may seem outdated, and hard to scale. Now, what if I told you that Out-of-Home Marketing has an expected growth rate of 12.6% and can be used to reach your audience in new ways. Welcome to the world of DOOH.

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Pet-Friendly Apartment Marketing Ideas

pet friendly apartment marketing ideas

The American Pet Products Association’s 2017-2018 National Pet Owners Survey found that 68% of U.S. households own a pet. Last year, RentPath revealed research claiming that 66% of renters are pet owners. In an effort to cater to this growing renter base, many communities have adopted pet-friendly pet policies. Most of these policies allow renters to have up to two pets and they require additional pet rent and a pet deposit. 

While much of the pet market is pet-tolerant, not as many communities encompass the true definition of pet-friendly. If your community embraces this pet demographic, there are many ways you can signal to pet owners that your community is a good fit for them. Here are some pet-friendly apartment marketing ideas your community can use to get the attention of pet owners.

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The Final Part of the Boeing Classic Campaign: A Mobile Website

The third portion of the campaign was the mobile website. Since the rate of mobile Internet adoption is expected to pass desktop Internet useage in two years, it was almost essential to offer a mobile interface for Boeing Classic. The mobile page featured links to the Boeing Classic Facebook page, directions to the golf course, a schedule of events, and an embedded Twitter widget programmed to grab tweets about the Boeing Classic. The mobile site also featured a tee times page that we updated daily so tournament-goers could see when their favorite players were teeing off.

Overall, the campaign was a huge success. We brought more than 1,000 people to the Boeing Classic website, and delivered more than half a million ad impressions to Boeing Classic’s target demographic. Our ads were displayed on thousands of websites, spanning more than 50 ad networks. These results echo what we see with our clients every day. Boeing Classic wanted a far-reaching display campaign, and we delivered.

This is just one example of how our clients use our products to attract more people to their site. Go to our website to learn more about starting your own digital marketing program.

Power of Email Marketing

Email Power
Email Power

Here is a story about how a local client used email to ask their customers to vote for them in a local TV station’s “Best of” contest. Now don’t think for one second that email made them the best. What makes them the best is the absolute dedication to looking out for the best interest of their customers and employees for the last 75 years. That being said this client was able to mobilize their customer base to earn the well-publicized distinction of “Best of” title with a rapid use of their email list

This contest ended on October 13, 2008. The television station had given the people of Western Washington the previous month to vote for who they thought was the best in the state. The only problem was that my client and their loyal customers didn’t even know the there was a contest. The morning of October 10th, my client had exactly zero votes. Many competing businesses had links on their websites and were asking their customers to go to the TV station’s website and vote. They had a full month to “get out the vote” we had 3 days.

That is where email comes in. Now it would be nice to tell you that my client had done things perfectly over the years and had collected all of their customers’ email addresses. The truth is they hadn’t, in fact, they had email addresses for less than 20% of the names in their database. The whole truth is that like most businesses, they had struggled over the years to collect email addresses. In fact, at one point they used a company like Ascendance Digital Media to append their list with known email addresses from a national database. That append plus frequent efforts to ask customers for their email address was enough to get the job done.

The morning of October 13, 2008, just 3 days after they had launched their email campaign they had more than twice as many votes of the second place company in their category. They had succeeded in encouraging more than 1 percent of their database to go and sign up at the voting site and leave a testimonial about their experiences with the company.

All of these testimonials have since been picked up by Google on their local business tool and my client has literally 10 to 20 times as many positive comments as their competitors. That’s a story for a different day.
Here are a few key points to take away from this:

  • Get ready now so that you can contact your database on a moment’s notice.
  • Don’t underestimate the length’s a customer will go to share their experience with others. (this cuts both ways)
  • You don’t have to be perfect at collection but you do need to have a plan.

Having an email list and the ability to broadcast your email list on short notice is an absolute business essential today. Email is the preferred mode of communication for an increasing number of people. What’s more is that if they don’t want to hear from you, they simply don’t read the email or they remove themselves from the list. You don’t have to be an expert to get the job done. A basic understanding of the Internet and word processing is enough to get started. If you want a more professional look and some awesome tracking tools you may want to consider having your email campaigns managed by a professional (we do that). You can try it for free with our tool.