When it comes to marketing, a one-size-fits-all is approach is rarely the way to go. You’ve got to tailor your message to your target audience if you want to see results.
What’s the “right” time to do that? How can technology help you share more targeted messages? We discussed those details and more during this week’s #AptChat; these are the highlights. (Click on the links to jump straight to a specific question.)
- When do you start to tailor your marketing? Are you customizing your marketing for specific target audiences?
- What are some ways to use technology to help personalize your marketing to share more targeted messages with prospects?
When do you start to tailor your marketing? Are you customizing your marketing for specific target audiences?
One tip- Find a niche to 🎯. Ex. “We take big dogs”. Then make sure comps, locators, shelters, groomers, etc. are well aware. #aptchat
— Stephanie Oehler (@stephanieoehler) September 12, 2017
Then once you find it, run with it. Here’s how @MillsApartments promotes their pet-friendly properties – https://t.co/XBjC78pYTu #AptChat
— 30 Lines (@30lines) September 12, 2017
Love this! The kitty high-fiving makes my heart happy! MC Companies have similar policy & promotion. https://t.co/30eEYKdT9b #aptchat
— Stephanie Oehler (@stephanieoehler) September 12, 2017
New topic idea- how we can do better like Mills. The # of animals abandoned or re-homed due to industry pet policy is staggering. #aptchat
— Stephanie Oehler (@stephanieoehler) September 12, 2017
This was a topic at the @NAAhq Education Conference. Lots of room for industry education here. #AptChat
— Apartment Chat (@AptChat) September 12, 2017
“We like big mutts.” 🙂 #AptChat
— Mike Whaling (@mwhaling) September 12, 2017
Please tell me someone used that. It would make my day!!! #aptchat
— Stephanie Oehler (@stephanieoehler) September 12, 2017
I’m sure someone has used it before!
— Mike Whaling (@mwhaling) September 12, 2017
that is marketing GOLD. lol
— Jake Zachariah, ARM® (@jake_zachariah) September 12, 2017
Another possible niche-“divorce” -promote with divorce attorneys, advertise school district, promote your new resident mixers….. #aptchat
— Stephanie Oehler (@stephanieoehler) September 12, 2017
EARLY!Customizing by
channel–>engagement–>behavior. The sooner you get the prospect into a bucket the sooner you can customize #aptchat— Kristi Fickert (@Marketing_Mommy) September 12, 2017
Email marketing: Message the customer receives is customized, based on behavior (what they did/didn’t do w/previous emails) #aptchat
— Kristi Fickert (@Marketing_Mommy) September 12, 2017
You’ll beat your comps to it and knock the socks off your prospect at the same time. #aptchat
— Kristi Fickert (@Marketing_Mommy) September 12, 2017
Another good example of tailoring your message to specific corporations (preferred employer example): https://t.co/kH9GoQNAsu #aptchat
— Kristi Fickert (@Marketing_Mommy) September 12, 2017
Yes!!! Make sure HR knows they are a preferred employer…they control the communication internally. #aptchat
— Stephanie Oehler (@stephanieoehler) September 12, 2017
Like @Marketing_Mommy stated– customizing our story for a preferred employer has worked out well. #AptChat
— Jake Zachariah, ARM® (@jake_zachariah) September 12, 2017
Back to pets: If you know the prospect was browsing pet policies on the website, send an email that focuses on pet amenities/events #aptchat
— Kristi Fickert (@Marketing_Mommy) September 12, 2017
Fair disclaimer. Common FH misconception- that you can’t customize your marketing or tailor your sales pitch. #aptchat
— Stephanie Oehler (@stephanieoehler) September 12, 2017
Exactly. Which is why we wanted to put it out there. Sadly, too many have been scared out of doing real marketing. #AptChat
— Apartment Chat (@AptChat) September 12, 2017
YES! So. much. yes. Stop using FH as a crutch! #aptchat https://t.co/krf76C4pJA
— Kristi Fickert (@Marketing_Mommy) September 12, 2017
What are some ways to use technology to help personalize your marketing to share more targeted messages with prospects?
Heat maps is where it’s at! To be able to see the customer’s behavior online is priceless. #aptchat
— Kristi Fickert (@Marketing_Mommy) September 12, 2017
Geofencing tech to deliver SMS to prospects. You can catch the second-lookers especially as they are low hanging fruit.
— Daniel Redman (@dredman) September 12, 2017
Exactly! My hunch is that if they return (on their own time) to community, they are strongly considering…geofence ads may push them over.
— Daniel Redman (@dredman) September 12, 2017
Stop telling them what they already know and start telling more compelling stories about your staff/community/neighborhood. #aptchat
— Kristi Fickert (@Marketing_Mommy) September 12, 2017
Our next #AptChat is slated for Tuesday, September 19, 2017 at 12 pm Eastern, and we’ll be previewing the NMHC Student Housing Conference. In the meantime, be sure to check out our #AptChat Facebook group and sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!
