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Apartment marketers are selling more than floor plans and features and amenities. You’re selling a lifestyle, and storytelling is one of the best ways to do that.
By chronicling the people, places and activities that make a property unique you create multiple opportunities to intrigue and engage prospects and residents. And you give fans plenty to talk about with their networks.
For storytelling tips and tactics that get results, check out these highlights from our latest #AptChat. (Click on the links to jump straight to a specific question.)
- Q1: What are some ways to create a story for your property? Do you share stories of your team? Your residents? The neighborhood?
- Q2: What are some ways that apartment marketers can share their properties’ stories? Is a blog the best way to do that?
- Q3: How do you communicate the story you want to tell to your team? Do you provide guidance for what content to look for? Language?
- Q4: What are some ways to get your residents and local partners to help you share your story? Ideas beyond testimonials?
- Q5: How do you know what kinds of stories your residents/prospects want to hear? Do you ask about charities? Favorite businesses?
What are some ways to create a story for your property? Do you share stories of your team? Your residents? The neighborhood?
A2. Hey #Aptchat! We always encourage clients to share neighborhood events for top funnel messaging and resident events for mid funnel
— Fresh Apartments (@apartminty) February 16, 2016
@AptChat I’m a vendor so I’m going to include some sample text conversations on my site to showcase – not sure if that’s a story #Aptchat
— RokitNow (@RokitNowInc) February 16, 2016
@RokitNowInc How could you make that a story that resonates with your website visitor? #AptChat
— Apartment Chat (@AptChat) February 16, 2016
@AptChat @RokitNowInc We just started using a GREAT tool called @BoastioApp that’s showing a lot of promise #aptchat #recommended
— -ortiz~ (@ortizwastaken) February 16, 2016
@AptChat My target is audience is properties – I’m hoping showing how one prospect set an appointment all via text tells the story enough 🙂
— RokitNow (@RokitNowInc) February 16, 2016
@AptChat How do properties tell their story separate from their management companies? #AptChat
— Mindy Sharp (@MsMin) February 16, 2016
@MsMin Seems to me that the average consumer puts very little equity in most mgmt co brands. Feels like a missed opportunity. #AptChat
— Mike at 30 Lines (@30lines) February 16, 2016
@30lines @MsMin I agree – had a friend move from NY to LA and the mgmt company transferred her lease. That’s a good story for mgmt #AptChat
— RokitNow (@RokitNowInc) February 16, 2016
@30lines Sometimes, I think there needs to be a communication facilitator between the two. #AptChat
— Mindy Sharp (@MsMin) February 16, 2016
@MsMin @30lines Getting the team to buy in to this will assist without getting a “facilitator” #aptchat
— -ortiz~ (@ortizwastaken) February 16, 2016
@ortizwastaken @30lines Every company needs a cheerleader/visionary when it comes to this. They ignite the whole thing. #AptChat
— Mindy Sharp (@MsMin) February 16, 2016
@MsMin @30lines I would say every company needs an idea. People follow ideas. Put it out there and a leader will emerge. #aptchat
— -ortiz~ (@ortizwastaken) February 16, 2016
@MsMin @AptChat Social is GREAT for telling stories… & pretty easy if your team is paying attention. Photo, comment, & share #aptchat
— -ortiz~ (@ortizwastaken) February 16, 2016
What are some ways that apartment marketers can share their properties’ stories? Is a blog the best way to do that?
@AptChat Def a blog post. I like how Yardi highlights people, jobs, properties. #AptChat
— Mindy Sharp (@MsMin) February 16, 2016
A3. Our property blogs have been really successful but so have some email drip campaigns that give bite size nuggets of the story #aptchat
— Holli Beckman (@Apartmentalist) February 16, 2016
Q3: A blog is a great hub to store your stories/content. Also best for SEO to have your unique content linked w/your own web assets #aptchat
— Jackie Koehler (@jackiekoehler) February 16, 2016
@AptChat I think it’s a combination of Blogs, Snapchat and Instagram. But I’m becoming more convinced every brand needs a Gary V type.
— Mike Brewer (@mbrewer) February 16, 2016
@mbrewer How do you execute that? Not to mention find talent like that… #AptChat
— Apartment Chat (@AptChat) February 16, 2016
@AptChat I think every org has an internal GV. My job – find that gal/gal, provide the stage and props and turn them loose. #aptchat
— Mike Brewer (@mbrewer) February 16, 2016
@AptChat Blogs/Vlogs are great, but social still rules this arena IMO. Finding ways to get customers engaged is powerful. #aptchat
— -ortiz~ (@ortizwastaken) February 16, 2016
How do you communicate the story you want to tell to your team? Do you provide guidance for what content to look for? Language?
A4: We created a 1-page guide for SM clients to help their onsite teams identify content opps. They just see it, snap it, send it. #AptChat
— Mike at 30 Lines (@30lines) February 16, 2016
@30lines We majorly need something like this! #aptchat
— Melissa DeLong (@melissdelong) February 16, 2016
What are some ways to get your residents and local partners to help you share your story? Ideas beyond testimonials?
We like to tell stories about life in the neighborhood like “A perfect date night in Capitol Riverfront” & highlight local business #AptChat
— Fresh Apartments (@apartminty) February 16, 2016
A5. We find that Reciprocity is key when it comes to partners…talk about them and they’ll talk about you! #aptchat
— Holli Beckman (@Apartmentalist) February 16, 2016
Q5: just asking your residents and partners to share your story and posts goes a long way. Simple but often missed.#aptchat
— Jackie Koehler (@jackiekoehler) February 16, 2016
@jackiekoehler Yes and making partners and residents part of the story amplifies the message. #aptchat
— Mike Brewer (@mbrewer) February 16, 2016
How do you know what kinds of stories your residents/prospects want to hear? Do you ask about charities? Favorite businesses?
@AptChat Spend time w/them and create content out of that time. Who doesn’t want to read about and share stuff that is about them #aptchat
— Mike Brewer (@mbrewer) February 16, 2016
@AptChat Creating a persona will do wonders here. Learn how to make one and use it. #aptchat
— -ortiz~ (@ortizwastaken) February 16, 2016
Our next #AptChat will be Tuesday, February 23, 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!
