Advertising Efforts

Getting the most of out your advertising dollars requires vigilance. Not only do you have to stay on top of technological innovations, you constantly have to measure the effectiveness of your efforts and adjust accordingly.

To get a better sense of how apartment marketers fine tune their advertising strategy, we asked this week’s chat participants what they consider, what they’re testing, and what they want to try next.

Here are the highlights from this week’s conversation. (Hit the links to jump straight to a specific question.)

• Q1: Did anyone catch the update from Google AdWords this week? Now you can target your email lists, which is a huge deal!
• Q2: Ok, serious question: How do you determine your budgets for advertising? Is there a formula you use?
• Q3: Are you doing any kind of A/B testing on your property website, emails, ads? If so, what are you testing?
• Q4: What are some other new local outreach ideas you’re working on? Any crazy ideas you want to try next?

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Did anyone catch the update from Google AdWords this week? Now you can target your email lists, which is a huge deal!

@AptChat Major deal. Easily allowing for specific targets and touch points. #GoogleAdWords

— Dana Podgurski (@DanaChirps) September 29, 2015

@DanaChirps Are you already doing remarketing to your email lists through Facebook or Twitter? #AptChat — Mike at 30 Lines (@30lines) September 29, 2015

@30lines not yet but def recommend FB remarketing for the millennial prospects. #AptChat

— Dana Podgurski (@DanaChirps) September 29, 2015

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Ok, serious question: How do you determine your budgets for advertising? Is there a formula you use?

@AptChat #APTCHAT Track your leads! Get it out of them where they saw/ heard about your property. All leads seem to come from the internet — The Barrington (@TheBarringtonFL) September 29, 2015

@TheBarringtonFL and repurpose your leads ..right @30lines ? #aptchat

— Jonathan Saar (@JonathanSaar) September 29, 2015

@JonathanSaar Help us out … what do you mean by “repurposing” leads? #AptChat — Apartment Chat (@AptChat) September 29, 2015

@AptChat leads should never be viewed as one and done. Email marketing is still a tangible way to keep your biz name out there #aptchat

— Jonathan Saar (@JonathanSaar) September 29, 2015

@AptChat Much depends on investors. But also status of property and goals. #AptChat — Dana Podgurski (@DanaChirps) September 29, 2015

@DanaChirps Are you providing them with a recommendation based on CLV, estimated returns, potential property exposure? #AptChat

— Apartment Chat (@AptChat) September 29, 2015

@AptChat All of the above – but every prop/loc is different so I push for a test before allocating major $. #AptChat — Dana Podgurski (@DanaChirps) September 29, 2015

@AptChat A1 I am still a decent fan of A-B testing for my clients #aptchat

— Jonathan Saar (@JonathanSaar) September 29, 2015

@30lines @JonathanSaar Lack of testing makes me crazy. Marketers = mad scientists.Must test our experiments to find the best sol. #AptChat — Dana Podgurski (@DanaChirps) September 29, 2015

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Are you doing any kind of A/B testing on your property website, emails, ads? If so, what are you testing?

@AptChat I do A/B testing for our Facebook ads though and it helps me nail down what works the best! #AptChat

— Ashley Olson (@ashleylynnolson) September 29, 2015

@ashleylynnolson Nice! Any interesting or counter-intuitive insights you’ve discovered? #AptChat — Apartment Chat (@AptChat) September 29, 2015

@AptChat it all depends on the goal – corporate or resident facing, location, and product! #AptChat

— Ashley Olson (@ashleylynnolson) September 29, 2015

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What are some other new local outreach ideas you’re working on? Any crazy ideas you want to try next?

@AptChat I’m pushing for rooftop yoga open to the public in some of our lease-ups in the warmer climates! #AptChat — Ashley Olson (@ashleylynnolson) September 29, 2015

@AptChat how ab a pumpkin party features pumpkin flavored food and drinks.Toss in apple cider for the haters.Easy to promote #aptchat

— Dana Podgurski (@DanaChirps) September 29, 2015

We always love hearing crazy marketing ideas! So if you’ve got one, feel free to share in the comments below.

Our next #AptChat will be Tuesday, October 6th 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!