14 Tips for Multifamily Marketing

2024 marks the biggest wave of new multifamily units in decades, with 440,000 new units expected and over 900,000 under construction in top U.S. markets.

How will this affect real estate developers and builders?? For starters, renters and buyers will have a lot more choices when it comes to shopping for their new homes. That means real estate marketers will soon need every possible advantage to convert potential buyers and renters before they slip away.

Don’t hit the panic button just yet. Luckily, it’s easy to learn some effective multifamily marketing strategies to drive your pipeline, save on spend, and score big wins for your team.

Try these manageable tips to reduce stress and market new properties with confidence.

Let’s dive in!

Know Your Target Audience

At this stage, any small misstep can have a costly impact on budgets and timelines. The key to success is understanding your real estate target market. Determine who you're marketing to — age, income, lifestyle — and understand their preferences. For a high ROI with lower risks, make sure your marketing efforts are aligned with your target audience.

Start with this:

• Research market trends, competitor activities, and customer insights to get a sense of the current landscape. Get creative with your methods and consider online surveys, resident feedback, competitor analysis, and more.
• Create audience personas, or ideal customer profiles, by identifying key demographics of your ideal renters and buyers.
• Tailor your message and marketing channels based on your target audience. Select the best platforms to reach your audience, such as social media, email campaigns, content marketing, or traditional advertising.

For improved efficiency and accuracy, leading brands use marketing analytics platforms to gain a competitive edge. Until now, there hasn't been a purpose-built real estate marketing platform that makes this possible. But that's exactly what Audience Town does.

Audience Town equips your team with the tools needed to create detailed profiles for your target customers on their home journey. We offer user-friendly analytics for real estate professionals looking to understand key target audiences, implement strategic marketing plans, and continually improve performance measurements. Our platform delivers unprecedented consumer-centric insights, setting a new standard in data granularity. **Get a demo today.**

But if you're not yet ready for actionable insights that can improve your marketing performance, keep reading. We'll be digging into content marketing strategies next.

Multifamily Content Marketing Strategies

Embracing digital marketing can significantly boost your visibility, attract leads, and ultimately, close more deals. Let's get into the essentials of real estate digital marketing and explore how to make it work for you.

Focus areas:

Digital Advertising

Align digital ads to promote the amenities you know your audience wants, thanks to your detailed target audience research.

Social Media

Be active on relevant platforms, like Facebook and Instagram, with engaging content, such as photos, videos, and resident testimonials.

Run targeted social media ads to expand your reach and visibility.

Video Marketing

Create virtual tours, highlight local attractions, and showcase resident life through high-quality videos.

Captivating Content

Offer informative and valuable organic content relevant to your target audience's interests (e.g., neighborhood guides, local events, featuring community members).

Optimize posts for search engines (SEO) to improve discoverability.

For an in-depth guide on crafting a comprehensive digital marketing strategy, check out our guide and download our Real Estate Marketing Strategy Template. These will provide detailed insights into each planning component and guide you towards a successful campaign.

Optimize Your Online Presence

Measuring the success of your digital marketing efforts is crucial for ongoing improvement. Here are a few key performance indicators to monitor:

1. High-quality website
2. Ensure your website is user-friendly, visually appealing, and mobile-responsive.
3. Compelling property listings
4. Include professional photos, detailed descriptions, and highlight unique selling points.
5. Positive online reputation
6. Encourage residents to leave positive reviews on Google My Business and other platforms.
7. Paid search advertising
8. Consider targeted online ads on search engines and rental listing websites.

Audience Town empowers you to gain confidence and recognition by tracking your marketing performance and proving your wins with clarity and impact. It’s a crucial step for avoiding costly mistakes from flawed targeting and strategy. To learn exactly how Audience Town does this, you'll want to book a free demo.

Book Your FREE Demo >>

Measure and Adapt

Digital marketing is an ongoing process. Use marketing analytics tools like Audience Town to track performance across channels - on and offline - and gain insights into the activities that drive the highest quality engagement. With these actionable insights, you can identify what's working and where you need to make adjustments. The best marketers will continually refine their strategy to ensure they're getting the best results.

Run reviews:

• Track key marketing metrics (website traffic, leads generated, conversion rates).
• Analyze data and adapt your strategies based on performance.
• Embrace new marketing tools and technologies to stay ahead of the curve.

A solid digital marketing strategy will empower you can reach a wider qualified audience, build relationships, and close more deals.

Engaging Resident Programs

Lean into current clients as potential valuable resources.

Try this:

1. Create a sense of community
2. Organize resident events, social gatherings, and fitness classes.
3. Resident referral programs
4. Incentivize existing residents to refer friends and family.
5. Loyalty programs
6. Reward long-term residents with exclusive perks and discounts.

You’ve Got This

As a huge wave of new unit begin to roll out, multifamily real estate marketing will play a key role in attracting buyers and renters. If you’re looking to compete and earn recognition for your talents, use these tips to drive results and boost conversion rates. Once you’ve identified your target audience, align content channels to optimize engagement. Then measure success, rinse, and repeat.

Did you know you can download a free real estate marketing strategy template? This tailored guide will help you build a better marketing strategy:

Get the free Real Estate Marketing Strategy Template >>

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