Our latest #AptChat was all about selling the renting lifestyle. Check out the highlights from our discussion:
Question 1: Are you seeing more people renting by choice? If so, what can you do to make sure your messaging appeals to this audience?
@aptchat A1: Markets such as Seattle we still have a affordability gap and most are renting because it is more affordable. #aptchat
— Paul Petersen (@paulepetersen) September 14, 2012
Q1: As a Millennial who has been both a homeowner & a renter, I personally prefer the value & convenience of an apartment. #AptChat — David Kotowski (@DavidKotowski) September 14, 2012
One thing that helps “sell” renting vs. buying is most people inherently seem to understand how to lease. Mortgages are confusing. #AptChat — David Kotowski (@DavidKotowski) September 14, 2012
@30lines one of the key points is to stress to them that this is not just a place someone is renting it is a home. #AptChat
— Jolene Sopalski (@JoleneSopalski) September 14, 2012
@30lines How about having a lifestyle focus class that teaches fiance, yoga, computers, resume writing etc. #AptChat
— Jolene Sopalski (@JoleneSopalski) September 14, 2012
Question 2: What are some good ways to promote a specific lifestyle while consider fair housing regulations? What good ideas have you seen?
Q2: What are some good ways to promote a specific lifestyle while consider fair housing regulations? What good ideas have you seen? #AptChat — Apartment Chat (@AptChat) September 14, 2012
@jolenesopalski And dog parks appeal to a lot of people. No need to try to sell a behavior that might turn others away. #AptChat — David Kotowski (@DavidKotowski) September 14, 2012
@30lines Amenities like dog parks, spin cycle studios, and playgrounds are great for a wide variety of people… #AptChat
— David Kotowski (@DavidKotowski) September 14, 2012
Question 3: Do you see prospects wavering between buying & renting? What are the top reasons you can use to get them to lease?
Q3: Do you see prospects wavering between buying & renting? What are the top reasons you can use to get them to lease? #AptChat
— Apartment Chat (@AptChat) September 14, 2012
@jolenesopalski I agree to a point. Many of today’s renters are also those with good jobs and good credit making a choice to rent. #AptChat — David Kotowski (@DavidKotowski) September 14, 2012
@davidkotowski Great point about the shadow market. Does the “professionally managed” pitch work against that? #AptChat — Mike Whaling (@30lines) September 14, 2012
@30lines If it does work against us, it’s probably pushing away the right people (meaning those who don’t feel they qualify). #AptChat
— David Kotowski (@DavidKotowski) September 14, 2012
86% of household growth between 200 and 2040 will be those without children.Prime renting demographic #aptchat via U of Utah study
— Houston Apt Assn HAA (@HAAonline) September 14, 2012
Question 4: Time to name names. What are some great lifestyle-focused marketing campaigns you’ve seen lately?
Q4: Time to name names. What are some great lifestyle-focused marketing campaigns you’ve seen lately?#AptChat — Apartment Chat (@AptChat) September 14, 2012
Q4: I’m becoming a really big fan of management companies that embrace & support property specific lifestyle campaigns. #AptChat — David Kotowski (@DavidKotowski) September 14, 2012
Q4: It’s always been hard for 3rd party mgmt companies to have a blanket marketing theme. Now more owner/mgrs have blended assets. #AptChat
— David Kotowski (@DavidKotowski) September 14, 2012
@aptchat might be a little out there and more on the emotional side. NBC The Voice is marketing to the emotional side. #AptChat
— Jolene Sopalski (@JoleneSopalski) September 14, 2012
Q4: @matrixresidential has done a great job with its Orlando props. @steelhouseapts & @theglennorlando are good examples. #AptChat
— David Kotowski (@DavidKotowski) September 14, 2012
Q4 #aptchat@houstonhouse1 did a great job of relaunching their property and had a designer challenge to show off their hip units
— Houston Apt Assn HAA (@HAAonline) September 14, 2012
Now it’s your turn. What are ways to sell the renting lifestyle vs. buying. Have you seen any great lifestyle-focused marketing campaigns? Leave your input in the comments.
Don’t miss our next #AptChat on Friday, September 21 at 4 pm EST.
