How to Use Video to Power Apartment Marketing
When it comes to effective digital apartment marketing, video has proven invaluable in a broad spectrum of circumstances and applications. According to recent statistics, more than 75% of Americans now shop online. This means that, whether they are buying groceries or searching for a new apartment, consumers are responding to the ample information and dynamic features that only online marketing can provide. The informative digital marketing authority Quicksprout reports that videos engender a 74% increase in overall understanding of a product/service when compared to still photos and, perhaps more importantly, boost the likelihood of an ultimate purchase by a whopping 64%. In fact, 80% of Internet users have strong memories of the video advertisements that they watch online, and 46% take some sort of direct action as a direct result of their video viewing. The practical applications of video in the field of apartment marketing are virtually endless when it comes to boosting conversion rates among prospective renters. Of course, the road to these increased conversions depends on the unique qualities, deficiencies, needs, and goals of the apartment business at hand. Therefore, the first step toward using video to power your apartment marketing efforts is deciding upon the specific categories of video that you would like to immediately pursue. Here are just a few that you’ll definitely want to consider: 1. Listing / Tour Videos The most prevalent form of apartment marketing video, the listing/tour video has proven very effective. Quicksprout cites statistics showing that listings with an attached video generate 403% more inquiries than those without. Although a virtual tour of the apartment itself is an absolute must, these videos are even more successful if they also show key aspects of the surrounding neighborhood, community, and/or city. 2. Interview / Testimonial Videos In an interactive modern marketplace that is profoundly influenced by social media, social proof reigns supreme. Therefore, you simply cannot underestimate the value of a well-placed interview or testimonial video. Whether they are new to your community or have lived in it for years, satisfied tenants are an invaluable resource. By offering a few positive comments in their own words, your loyal tenants can become video marketing superstars. 3. Apartment Advice Videos One of the most popular types of online video is the ”how-to.” As a result, some of the most effective apartment marketing videos offer advice on apartment hunting and/or moving process. Incorporating this category of video into your overall marketing campaign can drive conversations from an incredibly wide audience base. 4. Housing Market Update Videos Like an apartment advice video, a video that provides information on the current housing market in your area can easily lead to a conversion. This is especially true if the information provided casts your apartment rentals in a particularly light. 5. Brand Promotional Videos When it comes to centering your apartment marketing campaign, nothing works better than a good brand promotional video. Typically a bit longer than the average real estate video, your brand video can root your entire website and/or social media page in a central message that demonstrates your company’s unique approach and style. Tips for Making Effective Apartment Marketing Videos After determining the type of video you would like to make and the audience that you would like to reach, it’s time to start planning. Critical questions to ask during this phase include “who and what will your videos feature” and “how will this video attract/keep the attention and ultimately lead to conversions.” Whether you choose to produce videos yourself or hire experienced audio/visual professionals, you would be wise to keep a few industry best practices in mind. These best practices include… 1. Aim for Instant Impact The typical viewer will judge your video within the first few seconds, so you must make an immediate positive impression. This means creating videos with high production values that scream “I am worthwhile” from the onset. Remember: customers have nearly endless options when it comes to watching videos online. 2. Keep It Brief Research has shown that viewers overwhelmingly prefer shorter videos to those that are longer. Don’t test the attention span or challenge the time commitment of your audience. Generally speaking, a two-minute video is ideal for most forms of real estate marketing. 3. Avoid Auto-Play Videos Most people simply don’t appreciate a video that begins blaring at them the second that they visit a particular webpage. Allow viewers to choose exactly which videos they might like to view on your website or social media page and click on these videos at their leisure. 4. Motivate Viewers to Take Action To increase your chances of making a conversion, you should include essential information such as agency logo and contact details during both the introduction and conclusion of each video. (Remember that the modern consumer may only watch your video for a few seconds!) To drive conversations among viewers who make it all the way to the end of your video, consider integrating a clickable lead capture link or “shop now” button directly into the video frame itself. You should also take the time to include a compelling call-to-action that directs viewers to visit a particular online destination and/or enter lead information. To learn more about the benefits of video A full-service real estate digital marketing agency and an incubator for forward-thinking industry techniques, Bigeye has developed countless creative uses for promotional video. Contact us today and let us show you all the ways that you can boost conversion rates with video.
What Changing Seasons Mean for Apartment Complex Marketing
If you want to win in the apartment marketing game, you need to be a “brand for all seasons”. Here’s what that designation means. Perhaps you’ve heard the old joke about auto mechanics telling new drivers that they need to add more “blinker fluid” or replace the “summer air” in their tires with “winter air?” If you tell someone who doesn’t understand the apartment rental space that you need “summer marketing” and “winter marketing,” they too might feel that you’re having a bit of fun at their expense. The truth, however, is that apartment marketing is highly seasonal. To do it effectively, you need to be a brand for all seasons. Let’s take a closer look at why apartment marketing is seasonal, and some relevant strategies you can employ each time the weather changes. Why Apartment Marketing is Seasonal If you’re wondering why marketers need to vary their approach by season, the answer is simple: Because buyers vary their behavior. Most leases end in the spring and summer, which means that the market experiences its highest volume of prospective buyers during the warmest months. If you’re a savvy marketer, you prepare for this influx of interest. It’s also important to understand why rentals peak in warmer months. The start of a new college year, for example, results in a rush for new rental accommodations. Marketers need to be aware of this and tailor some of their offerings to the college demographic. Other reasons rentals spike from May to September include: Wedding season Better weather Higher birth rates, necessitating new living spaces Marketers who are ahead of the curve consider all of these elements and calibrate their campaigns accordingly. Additionally, when interest drops off in fall and winter, marketers can adjust their approach as needed. If too much inventory remains unrented, marketers can design campaigns with special incentives to encourage prospects to move sooner than they were planning to. Some On-trend Ideas for Apartment Marketers 360 degree videos and virtual reality. Today’s apartment renters are extremely tech savvy. They use popular real estate platforms to explore properties and neighborhoods from the comfort of their couch, taking full advantage of tools such as Google Maps and Street View. Smart marketers understand that “couch browsing” has become an unofficial national pastime. 360 degree walkthrough videos show off a property in a way that static photography simply cannot match. By providing 360 degree videos and VR/AR walkthrough content, you can differentiate your offering and give browsers exactly the type of experience that excites and intrigues. Offer seasonally targeted marketing initiatives involving your complexes. Is it spring? Then partner with a local college to co-sponsor a gardening class. Is it fall? Then organize pumpkin carving or trick or treat experiences within your complex. Is it winter? Then build a massive snowman outside of your complex and add an advertising sign to go with his corncob pipe and button nose. No matter what season it is, be fun, creative and relevant. Create a YouTube channel with interesting content and do-it-yourself tips for renters. This is a great way to engage with people and build awareness, but it’s important to make a commitment to produce strong content on a regular basis. Additionally, you should make an equal commitment to optimizing your video content so it’s seen by large (and geographically relevant) viewers. Finding the Right Apartment Marketing Partner At Bigeye, we’re the apartment marketing specialists. Contact us today to learn how we can help you maximize your marketing potential — in any season.
4 Helpful Apartment Marketing Ideas for the Holidays
Despite the typical seasonal slowdown, don’t let your apartment marketing endeavors take a vacation over the holiday season! While few renters would say no to a bigger and better apartment, absolutely nobody looks forward to moving day itself. And while changing residences in the heat of summer certainly isn’t fun, moving in the cold months of autumn and winter is, for many people, virtually unthinkable. The hassle and expense of the holidays only make matters even worse for the apartment rental sector. So it’s not surprising that, despite the inherent joy of the season, real estate professionals tend to approach the stretch of time between Thanksgiving and New Years with nothing short of dread. However, despite its notorious reputation among property renters, the holiday season need not spell absolute doom for those with the right apartment marketing skills. The real estate market may slow during the holidays, but it doesn’t stop completely! A wise apartment marketing professional or multifamily marketing agency will tailor their existing marketing campaigns to effectively reach the small amount of renters who absolutely must face a cold weather move. After all, people accept new jobs, establish/terminate relationships, and face a whole host of professional and personal changes all year round. Looking for even more good news in advance of the upcoming holiday season? By leveraging the unique marketing opportunities that the holidays present, you can actually present a Thanksgiving or Christmastime relocation as a plus rather than a minus… a blessing rather than a curse. Here are just a few apartment marketing tips that can help you weather the holiday season in fine form. 1. Tailor Your Online Presence to Fit the Season If you are on top of your marketing game, you are already updating your website and social media pages on a regular basis. Why not use the upcoming holiday season as an excuse to change key elements of your website and other online destinations? Switching website design to reflect the holiday season is a great way to connect with your existing resident base and reach out to future residents in a positive and heartwarming way. The feelings of general goodwill and togetherness that go hand in hand with the holidays serve as a great opportunity to welcome people into a new home. 2. Encourage Online Sharing to Boost Engagement Yes, the holidays are great at bringing people together. This holds true whether you are gathering physically around the dinner table or meeting in the virtual space of social media. By sharing holiday photos, stories, and other seasonal content, you can effectively reach out to prospective tenants by reminding them of the traditions and values that so many of us share. Get creative by encouraging employees and existing tenants and to share beloved family recipes, musical playlists, and anything else that may strike a common chord during this special time of year. Of course, the reciprocal nature of social media always begs for a response. Boost overall engagement in a major way by exchanging favorite memories and current moments of celebration throughout the holiday season. 3. Offer Creative Seasonal Incentives One need look no further than the holiday tradition of Black Friday to realize an indisputable truth: Nothing brings people to the marketplace faster than the promise of a sale. Since most members of the general public know full well that the holiday season is notoriously slow in the real estate sector, you can play upon this conventional wisdom by offering special incentives. While the precise nature of these incentives will obviously depend on the financial and operational constraints of your particular real estate organization, it is absolutely essential that prospective renters feel that they are getting a worthwhile bargain in exchange for signing a lease during the winter or late autumn months. Of course, the key to this strategy is publicizing this bargain in a manner that will draw people to your door (or website). By acknowledging the seasonal rental slump and/or adopting a general holiday theme, an effective marketing campaign can present even a relatively small incentive as an exceptionally big deal. 4. Partner with Worthy and Appropriate Charitable Organizations There is truly no better way to acknowledge the holidays than by lending a hand to the less fortunate among us. Why not make a seasonal charitable donation to a reputable charitable nonprofit that has special meaning, either to your team in particular or to the real estate industry in general? Do you offer pet-friendly rentals? Consider partnering with your local Humane Society and perhaps even hosting an on-site pet adoption fair. The holidays traditionally engender a boost in pet acquisition because…well, what kid doesn’t want to find a new puppy or kitten under the Christmas tree? Regardless of your charitable affiliations, be sure that your existing tenants and the public at large know all about it. Post key information, pictures, and other charity-oriented content on your official website and social media pages. Write and distribute a press release to local media outlets and other organizations that might appreciate and/or share your charitable involvement. For More Information A different type of marketing agency, Bigeye stresses creativity and strategy in equal measure to help drive successful campaigns no matter what the market or time of year. If you’re looking for a multifamily marketing agency with a deep understanding of the property rental sector, please contact us today.
Geofencing is here & will revolutionize multifamily marketing
Update, November 2019: Geofencing for Real Estate Marketing: Three Techniques for 2019 and Beyond We hope you found our geofencing post informative. To help you put what you’ve learned into practice, let’s drill down to some specific geofencing techniques you can use to generate real estate leads. Build geofences around local banks and mortgage lenders. You’ve heard the old joke that “criminals rob banks because that’s where the money is?” The same logic can be applied to leads; people who filter in and out of banks and brokerages are the perfect target for real estate marketers. If you’re looking for people who are motivated, you can’t find more promising locations. Geofence around real estate developments offering new construction. Again, this is an excellent technique for serving ads to people who have extremely high interest and intent — you just need to shift that interest away from the site they are visiting and toward your own properties. Geofence individual homes for sale. This technique might not generate the foot traffic the other two approaches do, but it is even more highly targeted. People visit banks and new developments for lots of reasons — but they generally only tour an open house if they are an interested buyer (or nosy neighbor). Why Geofencing is Poised to Become Even More important While geofencing is a great method for generating more and better leads today, the future is even more exciting. The looming introduction of 5G will radically extend the power of geofencing. The introduction of 5G has the potential to transform marketing. Instead of offering a moderate speed boost over today’s 4G networks, 5G will deliver speeds up to 100x faster. This will enable near-instant downloads of many files while allowing the true power of virtual and augmented reality to be unleashed. Geofencing, meanwhile, will become vastly more accurate and flexible. By partnering with the right creative agency for multifamily developer communities, you can create a significant competitive edge over your competition — and push your occupancy rates to even higher levels. ——————————————————————————————————– Geofencing for real estate, multi-family properties, commerical real estate and more is finally here. Whether you use beacons, GPS tracking, or self-identified geo-targeting (such as checking in on social media) to create the “fence,” it’s all just a fancy way of of saying that you’re creating a set of digital triggers based on where your potential customers are located. Imagine that your multi-family property is a local sponsor of concert series in the park near your building. As the property manager, you can set up a customized Snapchat filter for these events welcoming attendees and inviting them to stop by your sales center for a swag bag or drinks. The filter will only be shown to users within several hundred feet of your property and the event, making it a great way to organically generate foot traffic. Or, imagine a couple walking down the street near their favorite coffee shop. They are considering buying their first home together and want to browse listings near by. Their real estate agent has set up geo-fences around his listings so they get notifications when they are near by potential matches. The couple can browse properties based on their desired budget, amenities, and neighborhood at their leisure before setting up a formal walk through when they are ready. This frees up their time to browse when they are already in the area, and their realtors’ time from constantly sending new listings. Emails are out, push notifications are in. Geofencing isn’t as difficult to set up as you think: Geofencing is already being done (we know you’ve used a customized Snapchat filter already, don’t lie). Whether you’re a building owner, property manager, or real estate agent, you can leverage tools that use geo-based information to create geofencing for your business. To get started, you simply need to understand the technology, then take a walk in your local neighborhood or around your property and consider how geofencing might work for your brand. If you’re having trouble brainstorming, we know a few highly qualified creative minds that would be happy to help. Hint: they’ll also help you balance geofencing marketing against your other campaigns so you get the most bang for your buck. Ready-made platforms such as Trillow and Snapchat are a great place to start, but you may also consider a proprietary app or program that tackles something new. Either way, we’ll help you identify the right tools and put a plan in place. The benefits of geofencing for real estate marketing: Geofencing gives power to the consumer to find information organically when they are ready and interested in learning about your property or consuming your content. Today’s real estate shoppers expect this level of transparency as more and more people are initiating home purchases and leases on their own, or with only minor support from their real estate agents. As an agent or property manager, this gives you the tools to empower your target audience and help the right tenants and buyers find you — rather than using a lot of energy to find them. Geofences help you create qualified leads by using geography and other qualifiers, such as socioeconomic demographics and preferences linked through self-identified data collection, that signal when a potential customer is viable and valuable. Instead of spending time and resources on unqualified leads, geofencing helps your business understand who you should target first and gives you the freedom to invest in them rather than the “spray and pray” marketing model that targets anyone nearby. As an added bonus, geofencing also allows buildings and communities to alert residents of amazing local events, or to share important notifies and updates about weather or nearby incidents. The possibilities are endless….and while we prefer to advocate building bridges rather than walls in your actual community, these are one type of fences we can get behind. Contact us today and see how real estate geofencing might fit into your 2019 marketing strategy.