![[AptChat] 3:22:16 small](https://i0.wp.com/aptchat.org/wp-content/uploads/2016/03/AptChat-32216-small.jpg)
For our latest #AptChat, we took things back to basics. We wanted to know what apartment marketers consider essential to getting their job done right, what should be in place before they even think about investing in advertising.
The discussion was fast paced and chock full of tried-and-true tools and tactics; here are the highlights. (Click on the links to jump straight to a specific question.)
- Q1: When you think about marketing a new property, what are the first/most important things you should consider?
- Q2: What are the most important marketing pieces that you need to have in place first? Even before you spend a dime on ads…
- Q3: How do make sure your marketing stands out? What do you do to make sure your property is considered first and remembered last?
- Q4: What are some things that have previously been considered “essentials” that we need to stop doing? What doesn’t align anymore?
- Q5: What are your best tips for getting the onsite team on board with the marketing plan you’ve created?
When you think about marketing a new property, what are the first/most important things you should consider?
@AptChat A1: Generate buzz. Getting people excited, taking advantage of “the New factor, and developing brand identity. #aptchat
— Khara (@leftnwrite08) March 22, 2016
@AptChat Getting together w/ local businesses. Grabbing up brand “ambassadors” from early leasers. Great website, catchy ads, etc. #aptchat
— Khara (@leftnwrite08) March 22, 2016
A1: Location. Demographics. Website (Photos/FPs). Content. Social. #AptChat
— Danielle C. Noel (@daniellecnoel) March 22, 2016
@AptChat Both depend on demographics but def things to do in the area, places to eat, etc. AND how to pack, setup utilities, etc. #AptChat
— Danielle C. Noel (@daniellecnoel) March 22, 2016
A1: Website: SEO, Content, Responsive. Ability to have an email drip campaign after initial point-of-contact ready to go. #AptChat
— RokitNow (@RokitNowInc) March 22, 2016
A1: lead tracking analysis is being utilized – know which sources work the best & track lead response time from on-site staff #AptChat
— RokitNow (@RokitNowInc) March 22, 2016
@AptChat I’m a dinosaur – started when it came online waaaaay back when! #aptchat Definitely website is important and getting good press
— Mindy Sharp (@MsMin) March 22, 2016
@AptChat Make it happen! Host an event relevant to the area and team with local businesses. Ex: team w/police host event, University, etc
— Mindy Sharp (@MsMin) March 22, 2016
@AptChat A1. Establish brand/identity – then how do you make that seen/felt/heard physically & online. #AptChat
— Kristi Fickert (@Marketing_Mommy) March 22, 2016
@HoorayMel We did some internally & some projects w/agencies. Lots of mkt research, economic research before identifying tgt mkt #AptChat
— Kristi Fickert (@Marketing_Mommy) March 22, 2016
. @AptChat have to consider where your idea residents are and how to best reach them there.
— Matt Weirich (@mattweirich) March 22, 2016
. @AptChat could include things like SEO, content marketing, social media marketing, print, video, etc. Focus is on getting info consumed.
— Matt Weirich (@mattweirich) March 22, 2016
@AptChat @mattweirich Get video testimonials and implement them into VR tours #aptchat
— -ortiz~ (@ortizwastaken) March 22, 2016
. @ortizwastaken if pictures are worth 1000 words, video is worth 1000000! @AptChat @ReaLyncApp
— Matt Weirich (@mattweirich) March 22, 2016
A1: Way basic! What’s the current SOTA (State of the Assets) meaning what media do we have and/or what do we need to create #AptChat
— Melanie Ling (@HoorayMel) March 22, 2016
@AptChat Start telling the property’s story from the beginning, in every collateral, site, everywhere!
— Apartment Dynamics (@AptDynamics) March 22, 2016
@AptChat We start with the neighbors, talking it up and getting them to become brand ambassadors (rather than our detractors).
— Apartment Dynamics (@AptDynamics) March 22, 2016
#aptchat Am I the only one that starts with the visuals? I feel like renderings/VR tour take the longest, so that’s where I start.
— Holli Beckman (@Apartmentalist) March 22, 2016
I wanna know who my demo is, what they want, and what problems we can overcome with our new prop A1 #aptchat
— Jasmine R. Brooks (@jasminemarkets) March 22, 2016
I want to know what has already been done in the market ad-wise and what hasn’t so we can stand out A1 #aptchat
— Jasmine R. Brooks (@jasminemarkets) March 22, 2016
@AptChat Site visit, comp visits, and online research. Hang around the neighborhood to absorb what’s hot. Reddit or YikYak it. #aptchat
— Jasmine R. Brooks (@jasminemarkets) March 22, 2016
@jasminemarkets @AptChat Create your personas based on your target market research. Then sell to those personas. #aptchat
— -ortiz~ (@ortizwastaken) March 22, 2016
What are the most important marketing pieces that you need to have in place first? Even before you spend a dime on ads…
Website, no doubt! With a link to sign up for email updates. 🙂 A2 #aptchat
— Jasmine R. Brooks (@jasminemarkets) March 22, 2016
How do make sure your marketing stands out? What do you do to make sure your property is considered first and remembered last?
@AptChat We want to be the MOST HELPFUL team the prospect comes across. That’ll stand out every time. #AptChat
— Khara (@leftnwrite08) March 22, 2016
@AptChat (Cont) Offering to help even if they don’t lease. Restaurant recommendations. Maps of local attractions. #AptChat
— Khara (@leftnwrite08) March 22, 2016
. @AptChat video. It showcases spaces and stories unlike print, and stays with someone / can be rewatched whenever (and is trackable).
— Realync (@ReaLyncApp) March 22, 2016
What are some things that have previously been considered “essentials” that we need to stop doing? What doesn’t align anymore?
A4: Advertising EVERYWHERE (ILS-wise), bad photography, crooked print outs; paper leases #AptChat
— Danielle C. Noel (@daniellecnoel) March 22, 2016
@AptChat A4: Getting stuck in an email follow up rut. Pick up the phone and call! I have to tell myself this all the time … #aptchat
— Khara (@leftnwrite08) March 22, 2016
@leftnwrite08 @AptChat email IS leasing productivity quicksand if people don’t handle it well #aptchat
— Heather Blume (@artchickhb) March 22, 2016
@artchickhb @leftnwrite08 @AptChat They key is – using automated email that doesn’t look or feel automated to the customer. #AptChat
— Kristi Fickert (@Marketing_Mommy) March 22, 2016
@artchickhb @leftnwrite08 @AptChat We see conversion rates increase dramatically when personal f/u is supplemented w/auto email #AptChat
— Kristi Fickert (@Marketing_Mommy) March 22, 2016
What are your best tips for getting the onsite team on board with the marketing plan you’ve created?
@AptChat Giving THEM direct input in it. Let them be part of development and implementation. #aptchat
— Khara (@leftnwrite08) March 22, 2016
@AptChat The onsite team will buy in to what you let them sell you on! Why their input is so vital. #aptchat
— Khara (@leftnwrite08) March 22, 2016
Include them in the meeting RT @AptChat What are your best tips for getting the onsite team on board with the marketing plan…? #AptChat
— Jasmine R. Brooks (@jasminemarkets) March 22, 2016
@AptChat Ask them! Keep in contact monthly or quarterly instead of just at Budget time. #AptChat
— Mindy Sharp (@MsMin) March 22, 2016
@AptChat don’tmake it too convoluted & remember they r busier than u think, so find a way to integrate in their flow, not add to it #aptchat
— Heather Blume (@artchickhb) March 22, 2016
@artchickhb @AptChat YESSSS!! And ask their opinions!!! #aptchat
— Danielle C. Noel (@daniellecnoel) March 22, 2016
@AptChat You don’t get people on board unless you involve them in the process. If you make them part of the process they’ll naturally buy in
— Mat Houchens (@NuckFuggets) March 22, 2016
Next go ’round, #AptChat is a free-for-all! You choose the topics and ask the questions.
Mark your calendars for Tuesday, March 29, 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!