A Guide for Local Multi-Family & Real Estate Digital Marketing
When occupancy is the goal of a digital marketing strategy, we begin to work backwards. We want to consider any opportunities to drive awareness and leads to the business through our digital presence. Having line of site to the end goal and knowing where the lead came from can only be accomplished by integrating your lead tracking software with all digital marketing activities. There are ways to accomplish this but it is not often seamless. If we cannot integrate there are ways to understand and measure both brand lift and occupancy improvements and try to correlate performance directly or indirectly to digital marketing initiatives. This is always the goal of our performance programs with any approach to local digital marketing.
Contact us to discuss any questions and let us audit your existing approach to digital marketing.
The First Step to Digital Marketing Success: Benchmarking
The first starting point in a solid digital marketing strategy is considering the overall online presence in relation to the local market with competitive and keyword research. You must assess the distinctives of the market and consider them in implementing a strategy around the key initiatives that could be part of your overall strategy.
We’ve created a simple guide on leveraging digital marketing channel activity to achieve maximum occupancy for your local real estate properties. In today’s competitive market, having a robust digital presence is essential for attracting potential tenants and filling vacancies efficiently. With the right approach, you can optimize your marketing efforts to increase occupancy rates and drive revenue growth. Here are the important factors to consider:
Establish a Strong Online Presence
- Responsive Website: Develop a user-friendly website that showcases your properties, amenities, and availability. Ensure that it is optimized for mobile devices to cater to on-the-go users.
- Search Engine Optimization (SEO): Implement SEO strategies to improve your website’s visibility on search engines like Google. Target relevant keywords through optimized pages by following best practices and “being a good citizen of the internet” related to your local area and property types to attract organic traffic.
- Paid Search: running ads in search engines for key property terms and with best practices for targeting quality rather than quality through geographic targeting and audience layering is an important initiative because these are contextual searchers, meaning they are searching with intent. Paid search and other paid media tactics are critical for local growth.
- Local Listings: Claim and optimize your business profiles on platforms like Google Business Profile, Yelp, and local directories. This is an essential that is often missed for local real estate apartment groups and retirement communities. Consistent and accurate information across these platforms will enhance your online credibility and visibility. We call the mix of local and SEO a combined approach called online presence management which includes managing people’s opinion of the brand and improving their experience with it across all platforms across the web.
Content Marketing
- Blogging: Create informative and engaging blog posts that address common concerns or interests of your target audience, such as moving tips, neighborhood guides, or home decor ideas. This also includes content of activity and engagement at the property that is relevant to the existing community.
- Virtual Tours: Produce high-quality virtual tours or video walkthroughs of your properties to give prospective tenants a comprehensive view of the space from the comfort of their homes.
- Testimonials and Case Studies: Showcase positive experiences from previous tenants through testimonials and case studies. Authentic reviews can build trust and credibility among potential renters.
Social Media
- Visual Platforms: Utilize visually engaging platforms like Instagram and Pinterest to showcase your properties through photos and videos. Create compelling content that highlights unique features and amenities.
- Community Engagement: Foster a sense of community by sharing local events, news, and neighborhood highlights on social media. Engage with your audience by responding to comments and messages promptly.
- Paid Media: Consider running targeted advertising campaigns on platforms like Facebook and Instagram to reach specific demographics or interests relevant to your properties.
Email Marketing
- Newsletter Campaigns: Build an email list of interested prospects and current tenants to send out regular newsletters. Share updates on available units, promotions, and community events to keep subscribers informed and engaged.
- Personalized Communications: Segment your email list based on factors like location, budget, or leasing preferences to deliver personalized content that resonates with each recipient.
Utilize Data Analytics
- Tracking and Analysis: Implement tools like Google Analytics 4 and Google Tag Manager to track website traffic, user behavior, and conversion rates. Use this data to identify areas for improvement and optimize your marketing strategies accordingly.
- A/B Testing: Experiment with different ad creatives, landing pages, and messaging to determine what resonates best with your target audience. Continuously iterate and refine your campaigns based on performance metrics.
Partner with Local Influencers and Realtors
- Collaborations: Collaborate with local influencers or real estate agents who have a significant following in your target market. Their endorsements or referrals can help amplify your reach and credibility.
- Referral Programs: Incentivize real estate agents or property management companies to refer clients to your properties by offering referral bonuses or discounts.
In conclusion, a comprehensive digital marketing strategy tailored to the needs of your local real estate organization can significantly enhance your ability to attract tenants and maximize occupancy rates. By leveraging online channels effectively, producing engaging content, and utilizing data-driven insights, you can stay ahead of the competition and achieve your occupancy goals. Ready to elevate your digital marketing efforts?
Contact us today to schedule your 15 minute consultation so we can learn more about your business.