As someone who was recently searching for a new place to live, I’ve seen just about everything there is to see with how apartments are marketing themselves. From the good, the bad and the ugly, I’ve seen it all and have come up with a list of marketing do’s and don’ts from the perspective of the future renter.
Do: Make information easy to find
One of the most important things for me during my search was being able to easily find all of the information I needed to make a decision about an apartment online. If your location doesn’t have a website, that’s the first place to start. Once you have a website, make sure all the information a potential resident could need is easily accessible. This includes pricing, availability, floor plans, photos and amenities.
Don’t: Say “Contact us for more information”
If I couldn’t get all the information I needed online, the chances of me contacting an apartment for more information were slim to none. One of the things that frustrated me the most during my search was when apartments wouldn’t list their pricing online. In those instances, it felt like I was going to be tricked into wanting something I couldn’t afford. Be up front with the pricing, you don’t want to waste your time with unqualified renters and they don’t have time to waste on a place they can’t afford.
Do: Be easily found online
While the importance of a comprehensive, up-to-date website cannot be overstated, it’s also vital to be found in apartment directories online. This could include anything from Zillow.com, to Apartments.com to PadMapper.com. There are a ton of options, so pick a few to start with and go from there. While adding your listing to these sites, be sure to keep your photos updated. If you are starting with a rendering, that’s okay, but as you get new photos update them on your website and the apartment search directory sites, even if it’s just for a model unit.
Don’t: Let your listings become a ghost town
If you’re going to take the time to get your information on these third party websites, why not go all the way and keep them updated? Keep the listings active, add photos that match available floor plans and don’t leave unavailable units up on the website.
Do: Stay active on social media
It’s not a requirement for an apartment complex I’m interested in to post every day, multiple times a day #Blessed. However, having a solid social media presence is a great way to engage with potential renters, while staying top of mind. Social media for real estate in general is a great opportunity to give helpful information while staying relevant to potential renters. If you are in the beginning stages of development, you can share photo updates. If you are trying to promote the neighborhood you’re in, you can share nearby events residents may be interested in.
Don’t: Stalk potential residents
Once a potential resident has shown interest in your apartment, act like it was a really good first date and play it cool. The places that have piqued my interest the most were the ones that didn’t “chase” me after the tours. If someone is interested in learning more or getting the leasing process started, they’ll do it on their own terms. That doesn’t mean you can’t follow up once or twice, but for the most part, less is more.
After a couple months of daily online searching and a plethora of tours, I’m happy to say I’ve found a place to call home. The process would’ve been much easier had all the apartments I toured followed these simple do’s and don’ts. If you’re in real estate are looking for ways to shake up your marketing, Peebles Creative Group can help. Contact us today to get a meeting scheduled and we’ll help turn your empty rooms into happy renters!