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The holiday season is known as “the most wonderful time of year.” But is it?
For apartment marketers, that’s debatable. Drops in online traffic are common, and consumers are busy spending their money on Black Friday and Cyber Monday deals (not security deposits).
Our latest #AptChat centered on how to address these challenges, which holiday-related events properties are hosting, and what to consider at year’s end; these are the highlights. (Hit the links to jump straight to a specific question.)
- Q1: Are you doing anything special to try to avoid the usual drops in traffic we often see this time of year?
- Q2: Did anyone try any Black Friday/Cyber Monday deals for their communities? Or other ideas borrowed from retailers?
- Q3: Are your properties doing any kind of events around the holidays? Any kind of charity/volunteer work?
- Q4: What else are you doing to work on your marketing during this slower season? What are you focused on most through year end?
Are you doing anything special to try to avoid the usual drops in traffic we often see this time of year?
A1. We see a drastic drop not just in physical traffic, but in email open rates too…our only defense to provide relevant info #Aptchat
— Holli Beckman (@Apartmentalist) December 1, 2015
@Apartmentalist Is it just that people are focused on other things? #AptChat — Apartment Chat (@AptChat) December 1, 2015
@AptChat I think they’re overwhelmed with other emails/party invites/family convos…’tis the season to be distracted #aptchat
— Holli Beckman (@Apartmentalist) December 1, 2015
@Apartmentalist What kind of relevant info are you providing? #AptChat — Apartment Chat (@AptChat) December 1, 2015
@AptChat Anything to earn another week in their inbox-A series of gift guides/holiday decorating for apt/entertaining in small apts#aptchat
— Holli Beckman (@Apartmentalist) December 1, 2015
@Apartmentalist So do you think it’s best to not focus so much on selling apartments this time of year? #AptChat — Apartment Chat (@AptChat) December 1, 2015
@AptChat @Apartmentalist I think this is where Lease Expiration Management goes a long way. #aptchat
— Stephanie Oehler (@StephanieOehler) December 1, 2015
@StephanieOehler Can you explain what you mean by that? #AptChat — Apartment Chat (@AptChat) December 1, 2015
@AptChat LEM- Managing expirations so that you don’t have high available inventory during the slow leasing seasons. I.E. July>Dec. #aptchat
— Stephanie Oehler (@StephanieOehler) December 1, 2015
Did anyone try any Black Friday/Cyber Monday deals for their communities? Or other ideas borrowed from retailers?
@AptChat Years ago my sites tried Black Friday rental specials & sadly it was a bust. B4 ILS/websites were huge. #bootlegs #oldlady #aptchat — Stephanie Oehler (@StephanieOehler) December 1, 2015
Are your properties doing any kind of events around the holidays? Any kind of charity/volunteer work?
We’re currently doing a food drive, later a decorating contest, volunteer day, etc. We bring it on in December! #AptChat
— Khara (@leftnwrite08) December 1, 2015
The holidays are always the perfect time to show both how much we appreciate residents AND how we care about more than their rent #AptChat — Khara (@leftnwrite08) December 1, 2015
@leftnwrite08 Nice! What do you do to get the word out about those events? #AptChat
— Apartment Chat (@AptChat) December 1, 2015
@AptChat They go in our newsletter, flyers around property, SM, our blog … Anywhere and anyway to spread the word! #AptChat — Khara (@leftnwrite08) December 1, 2015
What else are you doing to work on your marketing during this slower season? What are you focused on most through year end?
A4. Content calendars have taken over my office!We’re really into the strategy+planning all our promotions for the year #NerdAlert #aptchat
— Holli Beckman (@Apartmentalist) December 1, 2015
@Apartmentalist Ha, nice! Can you give us a sneak peek of any of your upcoming promotions? #AptChat — Apartment Chat (@AptChat) December 1, 2015
@AptChat I can’t say too much…but there is a @2Mpup 2.0 coming. We’re really excited about rolling that out….#AptChat
— Holli Beckman (@Apartmentalist) December 1, 2015
@Apartmentalist smart – content calendars should be on everyone’s mind right now. 2016 should be a year of good content #aptchat — Heather Blume (@artchickhb) December 1, 2015
@artchickhb What kind of content would you want to see? #AptChat
— Apartment Chat (@AptChat) December 1, 2015
@AptChat I’d love 2 see relevant info w/ act market data. I.e. “how much renting 1500 sqft will save you over buying it this year” #aptchat — Heather Blume (@artchickhb) December 1, 2015
We’d love additional apartment-related content suggestions. Share yours in the comments!
Our next #AptChat will be Tuesday, December 15, 2015 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!
