Marketing Apartments To Pet Owners

Having a pet-friendly community can be a make or break deal for most apartment hunters. Not only are residents looking for acceptance of all sizes and breeds without any additional rent fees, they are also looking for those unique modern conveniences that create a comfortable lifestyle for both them and their furry companions.

Check out these highlights from our latest #AptChat, where we discussed how to best market our apartment communities to pet owners. (Click on the links to jump straight to a specific question.)

• How important is it to cater to pet owners? What are some great ways to highlight that you’re pet-friendly?
• Are breed restrictions still important? How do you market to pet owners and be clear about restrictions, without confusing people?
• What are some of the more unique pet-focused amenities or events you’ve seen?
• Not about pet owners, but a big industry issue … what are you doing about service animals? Do you verify for need?
• What else? Should we continue to require pet deposits and pet rent? What other ideas do you have for marketing to pet owners?

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How important is it to cater to pet owners? What are some great ways to highlight that you’re pet-friendly?

@AptChat I think the Stat is that one 65% of American households have pets. I’d call that a significant demographic.

— Heather Blume (@artchickhb) August 23, 2016

here’s the stat: Approximately 37-47% of all households in the United States have a dog, and 30-37% have a cat. (Source: APPA) #AptChat

— Heather Blume (@artchickhb) August 23, 2016

A1: EXTREMELY important! Millennials are the biggest demo for #multifamily. And they LOVE their pets: https://t.co/hXjCAKXRlh #aptchat

— Respage (@Respage) August 23, 2016

A1: Very important. We see a lot of texts asking if communites are pet friendly and what the breed restrictions are. #AptChat

— RokitNow (@RokitNowInc) August 23, 2016

A1: Websites should say pet friendly. Not sure if there are fair housing rules, but also list acceptable breeds on the site #AptChat

— RokitNow (@RokitNowInc) August 23, 2016

@RokitNowInc fair housing does not protect pets of any sort. Service animals are NOT pets and don’t fall under the same rules. #aptchat

— Heather Blume (@artchickhb) August 23, 2016

A1: Extremely important. Especially if you’re one of the few “inclusive” pet communities out there (no breed/weight restrictions). #AptChat

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

Pets are man’s best friend, its important to cater to people that have pets! Think dog parks, dog social hours and treats for pets! #AptChat

— Modern Message (@modernmsg) August 23, 2016

. @AptChat @AppFolio found that 76% of millennials own a cat or dog, so incredibly important for this demographic of renters! #aptchat

— Places4Students (@Places4Students) August 23, 2016

Pet parks, treats in the office & fountains throughout your community are great ways to show your pet-friendliness. https://t.co/cejUQnxuJH

— Jasmine R. Brooks (@jasminebrooks44) August 23, 2016

Definitely many positives for being a pet welcoming community. There are some negatives too, like poo on grounds. 🙁 #aptchat

— Mindy Sharp (@MsMin) August 23, 2016

@MsMin poo happens. How much does it cost for poo stations or a porter? That # Vs how much lost leases cost. No question #aptchat

— Heather Blume (@artchickhb) August 23, 2016

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Are breed restrictions still important? How do you market to pet owners and be clear about restrictions, without confusing people?

I’m just going to say it: breed restrictions are dumb. There is no such thing as an agressive breed. #AptChat

— Heather Blume (@artchickhb) August 23, 2016

@artchickhb Agree! Gotta love policies written 20 (or more) yrs ago that nobody has questioned since #AptChat

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

Also, at #naaeduconf this year, I learned that over 500,000 animals a year end up in shelters due to our industry’s pet policies #AptChat

— Heather Blume (@artchickhb) August 23, 2016

@artchickhb Another example of our industry having an opportunity to do SO.MUCH.GOOD. Who is going to capitalize on this first? #AptChat

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

Breed restrictions are dumb. Also – smaller dogs tend to cause far more property damage than larger more relaxed breeds. #aptchat

— Heather Blume (@artchickhb) August 23, 2016

@artchickhb Problem with breeds is you’re battling the exposure Pit Bulls have had in the media. Hard to contend & not be liable? #aptchat

— Daniel Redman (@dredman) August 23, 2016

@dredman liability always should rest with the pet owner. Pit bulls are very sweet dogs. You want agressive? Tea cup poodles. #aptchat

— Heather Blume (@artchickhb) August 23, 2016

@dredman Put a friendly pit bull in your community video ? Risky, but whatever. It’s 2016. People are more knowledgeable. #aptchat

— Jasmine R. Brooks (@jasminebrooks44) August 23, 2016

@AptChat A2: Pet policies shld be clearly defined especially on the website. Customers shouldn’t have to show up or call 2 find out #AptChat

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

@AptChat Q2: Lifting restrictions could make a prop more marketable. Wld still have to respond to residents who feel negatively tho #AptChat

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

@Marketing_Mommy @AptChat We lost some prospects who feared dogs, but we gained hundreds who had big/typically restricted breeds. #aptchat

— Stephanie Oehler (@StephanieOehler) August 23, 2016

@AptChat Q2. Years ago I was w/ a PMC w/ no breed/no weight restrictions. A HUGE competitive advantage & we marketed it heavily. #aptchat

— Stephanie Oehler (@StephanieOehler) August 23, 2016

@StephanieOehler @AptChat Many are afraid to try this but it would be such a great way to get the advantage, esp in a saturated mkt #AptChat

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

A2: Again, we have to look at Millennials, who have dismissed pitbull myths by and large. They see breed restrictions as outdated. #aptchat

— Respage (@Respage) August 23, 2016

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What are some of the more unique pet-focused amenities or events you’ve seen?

@AptChat Dog theme PAWties are always a huge hit! Think about this fall with a TAILgate or a HOWL-o-ween pawty 😉 #AptChat

— Modern Message (@modernmsg) August 23, 2016

I know a community where the staff actually brings their dogs to work. Another way to show you’re pet-friendly. #aptchat

— Jasmine R. Brooks (@jasminebrooks44) August 23, 2016

@jasminebrooks44 bringing you pet to work has other long term employee satisfaction and health benefits as well #aptchat

— Heather Blume (@artchickhb) August 23, 2016

A3: Pet grooming stations on site. RT:@AptChat What are some of the more unique pet-focused amenities or events you’ve seen? #AptChat

— Corp. Suites Network (@csnhousing) August 23, 2016

@csnhousing @AptChat And those grooming stations typically = ancillary income for the community. Win-Win! #AptChat

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

A3: We have #furnishedapartments with dog walks/runs on site. #AptChat Which is a must for high-rise in Chicago. pic.twitter.com/ihx1a3f4ax

— Corp. Suites Network (@csnhousing) August 23, 2016

A3: We have clients who have on-site dog parks and dog-wash stations. Lots of front-desks handing out treats. #aptchat

— Respage (@Respage) August 23, 2016

@AptChat Q3: “Yappy Hours”, Community Pet Sitter/Walker. Pet baths/grooming stations are popping up. #AptChat

— Stephanie Oehler (@StephanieOehler) August 23, 2016

A3: I’d love to see in-apt pet amenities added- like built-in crates. #AptChat pic.twitter.com/VmKuIvDQHw

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

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Not about pet owners, but a big industry issue … what are you doing about service animals? Do you verify for need?

@AptChat Last year was 1st time so many were in Student Housing! #AptChat Yes, we did verify.

— Mindy Sharp (@MsMin) August 23, 2016

@AptChat ALWAYS VERIFY. everytime. W/out fail. I say this as a fair housing instructor, AND as some1who actually has a service dog #aptchat

— Heather Blume (@artchickhb) August 23, 2016

A4: How hard is it 2 get an animal documented for emotional needs? Seems 2 b more of those cases. Is this a work around for renters?#AptChat

— Kristi Fickert (@Marketing_Mommy) August 23, 2016

@Marketing_Mommy it’s not hard. But that doesn’t always mean it’s a work around either. Mental health carries a terrible stigma #aptchat

— Heather Blume (@artchickhb) August 23, 2016

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What else? Should we continue to require pet deposits and pet rent? What other ideas do you have for marketing to pet owners?

Pet rent is so past it’s prime. People are sick of buckle and dime fees. Be Southwest, not Spirit #AptChat

— Heather Blume (@artchickhb) August 23, 2016

@AptChat Courts here in IN r overruling m/o charges when Resident is charged a non-refundable fee. Beware. #AptChat

— Mindy Sharp (@MsMin) August 23, 2016

Our next #AptChat is slated for Tuesday, August 30, 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!