With 2015 coming to a close, it’s the perfect time to look back at what’s happened in apartment marketing over the last 12 months.
Walk with us down Memory Lane as #AptChat participants reflect on the top marketing trends that impacted their businesses, the experience they’re delivering to residents, and multifamily’s most talked about ad campaigns. (Hit the links to jump straight to a specific question.)
- Q1: What were the top marketing trends that impacted your business in 2015? Any major surprises?
- Q2: Affordability has been a huge topic. Has it impacted your business at all? Are you delivering a better experience as a result?
- Q3: Apts & Rent made a lot of noise marketing to prop mgrs and renters this year. What’s your take on the big vendor ad campaigns?
- Q4: What can #AptChat do to help you succeed in 2016? What are the things you’re focused on improving?What were the top marketing trends that impacted your business in 2015? Any major surprises?
What were the top marketing trends that impacted your business in 2015? Any major surprises?
A1. Transparency in the market. More focus on “legit” reviews/experiences, https://t.co/OhzmWFtwqp campaign, etc. #aptchat
— Khara (@leftnwrite08) December 15, 2015
@leftnwrite08 Transparency from apartment marketers? Or more transparency from vendors? #AptChat — Apartment Chat (@AptChat) December 15, 2015
@AptChat Both. The expectation has been for more open access to info across the board, and accountability on all ends. #aptchat
— Khara (@leftnwrite08) December 15, 2015
@AptChat There’s be a massive focus on the accountability of the apartment marketer/manager for the resident experience this year! #aptchat — Khara (@leftnwrite08) December 15, 2015
@leftnwrite08 In what ways are you being held more accountable? Is that primarily measured by retention/review scores? #AptChat
— Apartment Chat (@AptChat) December 15, 2015
@AptChat For sure! Also there’s an expectation of visible change. If a review said A was wrong in 2014, it better be fixed in 2015! #aptchat — Khara (@leftnwrite08) December 15, 2015
@leftnwrite08 @AptChat This is why companies need 2 review the reviews at budget time. Helps prioritize high $ items that need fixed#aptchat
— Kristi Fickert (@Marketing_Mommy) December 15, 2015
@Marketing_Mommy @AptChat Agreed! It’s feedback with almost instant pay-back when issues affecting residents are resolved! — Khara (@leftnwrite08) December 15, 2015
Q1: Mgmt.Cos. trying more social & video, using more conversion tools vs. just advertising.Partnerships w/local groups/biz. #aptchat
— Kristi Fickert (@Marketing_Mommy) December 15, 2015
Hi all! Video and live stream has been huge. We’ve seen an uptick in both of these areas and its been impactful for us too. #aptchat — -ortiz~ (@ortizwastaken) December 15, 2015
@ortizwastaken We used drone photog. for a high rise I was mktg. Comps didn’t have anything like it. The visual was huge for us! #AptChat
— Kristi Fickert (@Marketing_Mommy) December 15, 2015
.@AptChat We found that using social media to share information about our properties as well as lifestyle-oriented content worked well. — R.A.B. Properties (@RABProperties) December 15, 2015
@RABProperties What social media channels have you focused on? Are you sharing organically, or also doing some social ads? #AptChat
— Apartment Chat (@AptChat) December 15, 2015
@AptChat Mostly on Twitter, & growing an community organically. We use FB & IG too, but Twitter has been better for fostering conversations — R.A.B. Properties (@RABProperties) December 15, 2015
Affordability has been a huge topic. Has it impacted your business at all? Are you delivering a better experience as a result?
A2. We have to do a lot more “convincing” of rent value. That’s not a bad thing … we’re selling lifestyle, not just landscaping! #aptchat
— Khara (@leftnwrite08) December 15, 2015
@leftnwrite08 Does “lifestyle” include more services? More amenities? More events? How do you show that value? #AptChat — Apartment Chat (@AptChat) December 15, 2015
@AptChat @leftnwrite08 Videos, live streams, stories… People love stories. #aptchat
— -ortiz~ (@ortizwastaken) December 15, 2015
@AptChat Knowing that you’re more than just a rent check means more than an amenity. Events and services help push that message! #aptchat — Khara (@leftnwrite08) December 15, 2015
Yes! Most customers give feedback b/c they WANT to influence change – most want to help the biz succeed. #aptchat https://t.co/QTtY1Pymxf
— Kristi Fickert (@Marketing_Mommy) December 15, 2015
Apts & Rent made a lot of noise marketing to prop mgrs and renters this year. What’s your take on the big vendor ad campaigns?
A3: The focus was great, the presentation could’ve used some help. What these services offered was amazing if you got past the ads. #aptchat — Khara (@leftnwrite08) December 15, 2015
The most important takeaway from Apts/Rent campaigns for me was “Keep It Real.” For your renters, as mgrs, etc. #aptchat
— Khara (@leftnwrite08) December 15, 2015
@leftnwrite08 Not-so-subtle attacks against CL. Not sure that I agree with the idea that more listings are always better, though. #AptChat — Mike at 30 Lines (@30lines) December 15, 2015
@30lines It’s interesting b/c CL had the push to make ads more “real” for the consumer, too. #aptchat
— Khara (@leftnwrite08) December 15, 2015
“Real” doesn’t give the renter (or the manager posting the ad a billion times) the best user experience…#AptChat https://t.co/x2XBh6wNnd — Steven Ladin (@StevenLadin) December 15, 2015
@leftnwrite08 @30lines … Digital User experience is the biggest evolution of #multifamily 2015. #AptChat
— Steven Ladin (@StevenLadin) December 15, 2015
What can #AptChat do to help you succeed in 2016? What are the things you’re focused on improving? What were the top marketing trends that impacted your business in 2015? Any major surprises?
@AptChat Telling a better story. Finding creative ways to tell our stories and tie them back to our products. #aptchat — -ortiz~ (@ortizwastaken) December 15, 2015
@AptChat Finding ways to create meaningful experiences for customers, current and future. Bringing the “story of us” to life. #aptchat
— Khara (@leftnwrite08) December 15, 2015
From the team here at #AptChat…a sincere thank you to everyone who has taken time our of their busy schedules over the past year to join our conversations. We appreciate your candor and insight, and look forward to many more thought-provoking chats in 2016!
Our next #AptChat will be Tuesday, January 5, 2016 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!