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  • Writer's pictureRealFacts Editorial Team

Marketing Channels Making Digital Waves

Tiny home on a phone screen

In the competitive landscape of multifamily marketing, finding the most effective channels to engage prospects and capture qualified leads has never been more critical. As budgets tighten and markets become increasingly saturated, marketers must become more strategic in their approach. At the upcoming Apartmentalize session, industry experts will delve into these challenges, offering a preview of innovative strategies to maximize marketing efficiency and impact.

The Quest for Efficient Marketing

"Finding the best channels to stir up interest from prospects and capture qualified leads is paramount for multifamily marketing teams. In 2024, this goal has gained even greater importance as marketers face stagnant or shrinking budgets and a more competitive market,” says Kim Boland, Director of Digital Marketing at Morgan Properties. Efficient spending is crucial as owners and operators grapple with slowing rent growth and an increase in multifamily housing supply.

To navigate this challenging environment, marketers are focusing on tried-and-true channels while also exploring new avenues. Social media, in particular, is gaining traction as a primary starting point for apartment searches, especially among younger generations. These platforms offer a unique way to interact with and experience a community, making them an essential part of any comprehensive marketing strategy.

The Constant Currents of Multifamily Marketing

Property websites and Internet listing services (ILS) remain foundational elements in multifamily marketing. Renters rely on these platforms to gather detailed information about potential communities. The best ILS platforms provide a complete picture, including available units, floor plans, transparent pricing, and neighborhood context, allowing visitors to schedule tours directly.

"Channels for marketing are continually evolving, but the classics still remain popular among apartment hunters,” explains Boland. It’s essential to offer a comprehensive and detailed view of the community to retain prospects' interest. Without transparency about costs and fees, prospects are likely to move on to other options.

Property websites should offer an immersive experience, giving future renters a clear idea of what the community is like. Features such as chatbots can answer initial questions and showcase available units, making the website as useful and intuitive as possible. "There is an evolution happening in multifamily websites. And if you aren’t focused on your property sites, you should be,” says Boland. This focus builds loyalty, satisfaction, and trust among residents.

The Wave Makers of Digital Marketing

In 2024, multifamily marketers are increasingly investing in artificial intelligence (AI), search/PPC, and paid social media, according to a study by Rent. While AI is not a marketing channel itself, it serves as a vital tool for improving efficiency. AI can handle mundane marketing tasks and provide up-to-date data analysis, allowing marketing teams to focus on more critical items.

The study also revealed that 57% of renters view apartment information on social media, a preference that is growing among renters aged 18-44. Social media often serves as the first impression apartment hunters have of a community, making it crucial to maintain a consistent and engaging presence across all platforms. “Social media channels are more frequently the first-time prospects will encounter a community, so the property needs to provide engaging content on each social platform that will stop visitors from scrolling,” says Boland.

Geofencing and digital display advertising are emerging as powerful tools for hyper-targeting audiences. These methods allow marketers to zero in on leads more effectively, reducing the time spent on unqualified leads and maximizing the efficiency of leasing teams.


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