The future is technology-focused, according to #AptChat Nation, who cite artificial intelligence, automation, and virtual reality as key components in tomorrow’s apartment marketing.
In addition to which tech trends will affect the industry most, we asked chat participants what they think they’ll be doing in a year that they aren’t doing much of now, and who might be needed to carry out those tasks; these are the highlights. (Click on the links to jump straight to a specific question.)
- What are the biggest consumer/marketing/tech trends that will impact the future of apartment marketing?
- What do you think you’ll be doing a lot more of in your marketing a year from now that you’re not doing much today? All video?
- What’s your “dark horse” outlier prediction for apartment marketing? Which companies might enter and really shake things up?
What are the biggest consumer/marketing/tech trends that will impact the future of apartment marketing?
A1. It has to be all the live broadcasting options, right? Even Instagram has a live option now #aptchat
— Holli Beckman (@Apartmentalist) December 13, 2016
@Apartmentalist Super simple to make videos now. Make a template to follow and even novice producers can make magic #aptchat
— Jonathan Saar (@JonathanSaar) December 13, 2016
A1. I think we are all need to perfect the craft of storytelling #aptchat
— Holli Beckman (@Apartmentalist) December 13, 2016
At the very least we should be practicing+getting comfortable in front of the camera.It’s not a fad.Look at FB advertising for live #aptchat
— Holli Beckman (@Apartmentalist) December 13, 2016
@Apartmentalist Exactly! It’s not going away. Tours on-site feel daunting to a newbie. Same w/being on camera. Takes practice. #AptChat
— Kristi Fickert (@Marketing_Mommy) December 13, 2016
@RokitNowInc In what ways do you think AI will affect marketing? #AptChat
— Apartment Chat (@AptChat) December 13, 2016
Intelligently responding to incoming leads faster without waiting for a human to respond to simple inquiries #speedtolead #aptchat
— RokitNow (@RokitNowInc) December 13, 2016
Loving the fact that PM companies now testing out #Waze for location based impressions #aptchat
— Jonathan Saar (@JonathanSaar) December 13, 2016
A1: Marketing automation – still. And automation that doesn’t look or “feel” like it’s automated for the consumer. #AptChat
— Kristi Fickert (@Marketing_Mommy) December 13, 2016
Agreed @Marketing_Mommy! We all need to get better at personalisation beyond, “Hello {|FNAME|}” #aptchat https://t.co/jbJIqyScCk
— Holli Beckman (@Apartmentalist) December 13, 2016
What do you think you’ll be doing a lot more of in your marketing a year from now that you’re not doing much today? All video?
A2 already started playing with embedding live video into a blog. The “recorded live” resonates more than trad video #aptchat
— Jonathan Saar (@JonathanSaar) December 13, 2016
@JonathanSaar Agree! The live is much more exciting and enticing to the customer. #aptchat
— Kristi Fickert (@Marketing_Mommy) December 13, 2016
@JonathanSaar Are you embedding the live video from Facebook, Periscope or a custom video platform? #AptChat
— RokitNow (@RokitNowInc) December 13, 2016
@RokitNowInc I have tried Facebook and Periscope. I have a higher network on FB so that has been a better option for me #aptchat
— Jonathan Saar (@JonathanSaar) December 13, 2016
@JonathanSaar @RokitNowInc We had some clients using Periscope early on but focus has shifted to FB/Insta due 2 audience/features #aptchat
— Kristi Fickert (@Marketing_Mommy) December 13, 2016
@AptChat Train from within. Develop talent you have. Allow VP’s marketing the assets they need to keep ahead #aptchat
— Jonathan Saar (@JonathanSaar) December 13, 2016
A little biased but think someone who knows technology is helpful. So many new tools out there that a little tech background helps #AptChat
— RokitNow (@RokitNowInc) December 13, 2016
@RokitNowInc BINGO! Without some specialization & tech knowledge we can’t make the BEST marketing decisions. #aptchat
— Kristi Fickert (@Marketing_Mommy) December 13, 2016
@AptChat Who is analyzing all of the data? Multifamily marketers are spread so thin – need someone to solely focus on this #aptchat
— Kristi Fickert (@Marketing_Mommy) December 13, 2016
@AptChat @Marketing_Mommy Internal would be great to have a dedicated resource. Even a consultant might help #AptChat
— RokitNow (@RokitNowInc) December 13, 2016
@AptChat Vendors have a responsibility 2 convey data in meaningful ways. Also need internal analysts 2 match data w/on-site trends #AptChat
— Kristi Fickert (@Marketing_Mommy) December 13, 2016
@RokitNowInc @AptChat Vendors don’t get full insight. Internal assoc. could see big data from all products/svcs & create synergies #aptchat
— Kristi Fickert (@Marketing_Mommy) December 13, 2016
@AptChat For better or worse, I think the future will see lower on-site headcounts, especially for the leasing staff.
— Jon (@jfrbr) December 13, 2016
@AptChat Staff are expensive. Tech is progressing at such a rapid pace, that human-guided showings will be a thing of the past.
— Jon (@jfrbr) December 13, 2016
@AptChat The “virtual showings” of today are the very tip of the iceberg. In five years at least 2/3 of showings will be done off-site.
— Jon (@jfrbr) December 13, 2016
@jfrbr Can’t wait to see this one play out. I think most people will want to see the actual apt, but good chance you’re right. #AptChat
— Mike Whaling (@mwhaling) December 13, 2016
@mwhaling And I think they will. A mobile, wireless, 360 degree camera in each vacant/ready unit? I don’t think that’s unreasonable #AptChat
— Jon (@jfrbr) December 13, 2016
@mwhaling Heck, given where VR is going, I wouldn’t be surprised if that’s where we’re headed. Pop on a headset and you’re there. #AptChat
— Jon (@jfrbr) December 13, 2016
What’s your “dark horse” outlier prediction for apartment marketing? Which companies might enter and really shake things up?
A5 #Uber is making great strategic partnerships. I foresee PM companies shaking some hands on that level #aptchat
— Jonathan Saar (@JonathanSaar) December 13, 2016
Our last #AptChat of 2016 is slated for Tuesday, December 20, 2016 at 12 pm Eastern, and we’ll be discussing marketing New Year’s resolutions. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!