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Active Adult & Senior Living Marketing/Business Multi-Family Real Estate Student Housing

In the highly competitive residential real estate sector set your high rise apartment marketing apart by stressing the unique value, benefits, and features of your available units.

High Rise vs. Low Rise Apartments

Before discussing elements of effective marketing strategy for high rise apartments, it is essential to determine what, exactly, a high rise apartment is. As explained by

RENTCafé senior creative writer Nadia Balint, the definition of a high rise varies significantly from country to country and from business sector to business sector.

In the United States, the National Fire Protection Association officially classifies any building over 6 stories as a high rise. For real estate marketing purposes, however, a high rise building should generally include a few more floors. The leading commercial real estate market research and data provider Yardi Matrix, for example, limits apartment community high rises to those that have at least 10 residential floors.

Marketing Tips Specific to the High Rise Apartment Sector

Low rise apartments and high rise apartments each have their own pros and cons. While many of these pro and cons are obvious to any prospective renter, others may not be so immediately evident,

As a marketer of high rise apartments, you are doing yourself a great disservice if you aren’t stressing the specific advantages that your units have to offer.

In many cases, you can even succeed in changing a negative into a positive through the power of an effective marketing campaign. For example, to combat the perceived hassle of living so far above ground level, you can stress the convenience, speed, reliably, and/or overall number of elevators on the premises.

Here are a few other features and elements that you may want to emphasize when marketing high rise apartments:

Great Location

  • Because land development professionals aren’t exactly clambering to construct skyscrapers buildings in rural or small town locations, high rise apartment buildings typically appeal to prospective renters who value a bustling, metropolitan lifestyle.
  • It’s the oldest cliché in the real estate business, but, like many clichés, it holds true: location is everything. If a prospective renter values working, shopping, and enjoying the nightlife of the big city, the prospect of living in the heart of these various activities will be welcomed as not only extremely convenient but pleasantly exhilarating.

Stunning Views

  • Of course, no one is going to fail to stress an amazing panoramic cityscape in their apartment marketing materials. A great view might be the single greatest feature of a high rise apartment unit.
  • However, every unit in your high rise complex needn’t offer a full perspective of the New York City skyline in order to draw in prospective renters. Consider the value of promoting an apartment free of overwhelming visual obstructions and full of beautiful natural light.

Solid Security

  • A preponderance of high rise apartment complexes employ doormen and/or a security staff to ensure that tenants and their belongings are protected and safe. Many high rise apartment complexes also offer a concierge and/or other service professionals to make daily life a little bit safer and easier.
  • In addition to increasing security and convenience, on-site apartment building workers can brighten your day with a friendly “hello” and generally contribute to a warm community environment.

Flexible Leasing Options / Vacancies 

  • Renters in search of a month-to-month lease or other flexible rental agreements are significantly more likely to find one in a high rise. Plus, due to the sheer number of units that a large high rise building contains, apartment hunters are more likely to find a desirable vacancy in the high rise sector.
  • Overall apartment options are also quite wide in the high rise sector. Prospective renters who require a furnished apartment, for example, can commonly find one in a high rise apartment complex.

Easy Utilities / Maintenance

  • If you’ve ever had to wait for a cable provider to start or disconnect service, you know just how time consuming and frustrating this can be. Because the vast majority of residential high rise complexes are already wired for services such as cable, phone, and Internet, renters typically don’t have to wait for the entertainment and connectivity that they rely upon.
  • High rise apartment buildings also widely support on-site property management offices that provide prompt access to maintenance services. This means that high rise tenants typically won’t have to live with malfunctioning or damaged apartment infrastructure for long.

To Learn More

Bigeye is an innovative high rise apartment marketing firm that leverages every possible advantage in the campaigns under our management. To get in-depth marketing advice for your high rise apartment business, contact a skilled and knowledgeable Bigeye representative today.

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Active Adult & Senior Living Branding Multi-Family Real Estate Student Housing

An apartment complex rebrand is certainly nothing to be taken lightly. If you choose to do it, make sure that you do it right by choosing a rebrand apartment marketing company that adheres to these guidelines.

The Benefits of a Well Timed and Executed Rebrand

No matter how much time and energy you put into the creation of your initial multifamily residential brand, there will inevitably come a time when it no longer delivers the desired results. As times, audiences, and marketplaces continue to evolve and change, brands must generally keep pace or place themselves at risk being left behind.

As reported on the digital publication of Entrepreneur Magazine, successful organizations generally tend to retool their brand and corporate identities once every 7 to 12 years. Although rebranding is a risky venture that requires abandoning all of the brand equity that you have previously accumulated, the value of an effective rebrand simply cannot be underestimated.

Entrepreneur highlights McDonald’s, Apple, Pepsi, Shell, and Twix, as just a few examples of brands that have benefited greatly from one or more comprehensive overhauls. But, of course, your company’s chances of a successful rebrand has everything to do with your reasons for beginning the rebranding process in the first place.

Key Occasions for a Rebrand

In addition to simply falling out of step with the times, companies may want to consider a rebrand during periods of transition or to improve their general position in the marketplace. Here are just a few situations that may require a multifamily residential business to rebrand apartments. 

  • Capital Improvements – A remodel of your apartment complex may necessitate a similar remodel of your apartment complex brand.  
  • New Ownership – Anyone who acquires a new apartment property will want to consider rebranding that property in order to bring it in line with your core values and image as well as any other properties that you already own.
  • Damage Control – If the online reviews and/or general public reputation of your apartment complex are poor, you may be able to start anew with an effective company rebrand.  

Elements to Consider When Rebranding

One you have decided to rebrand, you shouldn’t shy away from dramatic change or opt for lukewarm half measures. Here are just a few tips that can separate a smooth and effective rebrand from one that ends in disaster:

  • Tailor Your Rebrand to Your Target Audience – Conduct in-depth research to gain accurate information about local demographics and typical rental behavior in the vicinity of your apartment complex. A rebrand can also provide an ideal opportunity to expand or shift your existing audience base.
  • Capitalize on the Distinct Personality of Your Apartment Complex –This tip is particularly useful to drive rebranding efforts for recently renovated properties. Because a company brand should always reflect the unique value prospects that that company presents, your apartment brand should encapsulate the ways in which your complex goes above and beyond in areas such as amenities, staff, special events, and surrounding environment.
  • Communicate Your Brand Change – To give your apartment rebrand every chance of achieving success, it is absolutely vital to work in partnership with company stakeholders and ensure that all service partners fully understand both the changes that you have made and the reasons that you have made them. Furthermore, you must adequately promote your new brand, driving your new image home for both existing and future customers.    
  • Take Rapid and Full Possession of Your New Brand – Embrace your new brand and begin to build a better reputation as soon as possible. Develop a comprehensive and detailed marketing plan that includes both onsite and offsite campaigns. Immediately alter existing advertising efforts to reflect your rebranding efforts. For example, if you have a new name, logo, slogan, and/or jingle, its time to use them. Make sure that all promotional materials, from commercial spots in the digital or conventional media to business cards and company email signatures, reflect the key branding changes that you have made.

To Learn More

For more information about rebranding your apartment complex or effective multifamily residential brand management in general, contact a Bigeye representative today.

As a leading rebrand apartment marketing agency, we have the knowledge and skill that it takes to navigate every phase of the rebranding process with exceptional creativity and a dedication to innovation.

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Active Adult & Senior Living Multi-Family Real Estate Student Housing

The best creative agencies for apartments have developed considerable expertise in the identification, analysis, and prediction of consumer activities through the drafting and use of customer journey maps.

What is a Customer Journey Map?

In much the same way that a geographic map displays specific details of a certain tract of land, a customer journey map provides a visual representation of the unique course that a customer or potential customer takes as he or she interacts with a particular company. Because they allow for clear and easy visual study, customer journey maps are a great way to examine and predict the full spectrum of consumer behavior as a constantly evolving process.

The Value of Customer Journey Maps

As it charts the evolution of a consumer’s relationship with your company, a customer journey map offers a range of unique insights into his or her wants, needs, likes, and aversions. Furthermore, by mapping out the different contact points in a customer’s relationship with your company, you can develop more efficient motivational strategies to better meet your own goals (driving online traffic, boosting rental conversions, etc.).

While your potential level of control at any given consumer contact point may vary dramatically, the customer journey map clearly shows the ways in which all consumer interactions with your company work together and exert a profound influence upon one another.

The most important and beneficial characteristic of a customer journey map is the fact that it presents information squarely from the point-of-view of the consumer. Therefore, when planning a customer journey map, it is absolutely vital to assume the consumer’s perspective and, in the words of prominent Dallas multifamily marketing professional Misty Sanford, think “from the outside in.”

In an article for the leading independent multifamily industry networking group Multifamily Insiders, Sanford gives several tips for ensuring that your customer journey map accurately reflects your customer’s experience and, thereby, delivers the maximum benefit to you. She recommends beginning by asking and answering the following questions:

  • What are customers doing at each stage of the journey? (What action are they performing?)
  • How are consumers feeling at each stage of the journey? (Are their emotions motivating them to continue, and if so, why?)
  • What questions do customers have during each stage of the journey? (Will these questions stop/hinder them from continuing or compel them to continue?)
  • What other elements might be stopping or hindering the customer journey? (These elements might range from apartment unit cost and/or availability to technical issues with your website and/or social media pages.)

The Customer Journey of the Typical Apartment Renter

Writing for Exchange (the official online publication of the Chartered Institute of Marketing), reporter Rob Coston stresses the supreme importance of the following stages, phases, or contact points of the customer journey:

  • Awareness – When and how the customer first becomes familiar with a particular brand.
  • Consideration – When and how the customer begins to weigh the value of a particular consumer option.
  • Purchase – In the multifamily residential sector, this typically involves the signing of a rental agreement or lease.
  • Retention – Following the initial purchase, companies can seek customer retention through a wide range of initiatives.
  • Advocacy – When and how the customer shares opinions about a particular brand and its product/services. Can be either positive or negative.

Organizations with a specific focus on apartment rental have added other key customer journey stages including “rental application,” “move-in,” and “acclimation to apartment.” Each of these stages may involve multiple points of contact with multiple representatives of the chosen apartment complex, and some may take an extended period of time to accomplish. The acclamation stage, for example, begins when all of a renter’s belongings have been moved into their new apartment unit, but may continue for a while as that renter unpacks boxes, arranges furniture, sets up/transfers utilities, and shops for needed or wanted home items.

For More Information

If you’re looking for the best creative agency for apartment developers or the best creative agency for multifamily residential property owners, contact a skilled and knowledgeable Bigeye representative today. Someone is standing by to answer any questions that you might have about customer journey mapping or other key digital or conventional marketing techniques.

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Marketing/Business Multi-Family Real Estate Student Housing

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.

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Multi-Family Real Estate Student Housing Technology, SAAS, & Other High Tech

Amazon smart devices are in millions of homes and soon might be collecting rent. Here’s what brands need to know about real estate marketing strategy.

Being a property manager is no easy job – you’re on call all the time and you interact with people in problematic and stressful situations. Wouldn’t it be nice if we could outsource many of a property manager’s tasks to some powerful, all-knowing entity who works tirelessly and never sleeps?

Good news – that scenario is becoming reality, as Amazon’s Alexa and other smart home devices have the potential to allow tenants to request repairs, pay rent and manage a whole host of in-home experiences. It’s a development that has the potential to transform multiple industries, and should be of deep interest to anyone formulating real estate marketing strategy.

Alexa will be the first to greet you

Amazon is pursuing a new product strategy that will see their smart speaker device pre-installed in thousands of leased properties across the United States. The company’s Alexa Smart Properties Team partners with homebuilders, property managers, and hotel operators to custom-fit new residential units with Alexa-powered tech.

By doing so, Amazon can reap the benefit of gaining a vast new group of customers and property owners will benefit from advanced property marketing. Once Alexa is embedded into the smart home ecosystem, tenants will use the devices to order groceries, household goods and other services.

As mentioned above, Alexa can also serve as a proxy property manager, easing the strain on management staff and helping provide tenants with timelier service when issues arise. This will be accomplished through the integration of third party apps such as Zego. These apps can facilitate repair requests and even deduct rent payments directly from a user’s bank account when given an “Alexa, pay my rent” command.

Managers can also use smart speakers to remotely grant access to contractors and repair workers, remotely adjust HVAC levels in unoccupied units, and gather insights into tenant preferences.

An evolution toward the smart home experience

Global growth in the smart speaker segment is growing at a rapid pace. According to projections from IDC, shipments of smart speakers devices are projected to grow by 27% in 2019. By 2023, 1.6 billion devices are expected to be shipped annually, making smart speakers as ubiquitous as smartphones.

Amazon and Zego hope to push their products into millions of new homes over the next few years. Amazon’s chief smart speaker competitor, Google, isn’t standing still. Google is pursuing its own partnerships with homebuilders and property firms, including Century Communities, one of the largest homebuilders and property developers in the United States.

Amazon is also seeking to enter the stadium and hospitality spaces. Alexa can be used in hotels to provide concierge-like services: Ordering towels, room service, wake up calls and other functions. At stadiums and concert halls, Alexa can be used to order beverages, adjust seats and perform other useful services.

All of these advancements point to a future where smart devices aren’t merely an intriguing add-on feature, but rather a deeply integrated tool that’s wired in to everything that occurs in a home. As smart speaker adoption gains critical mass, these devices have the potential to become the central nervous system of the home – making life easier and more convenient for residents and property managers alike.

Is your real estate marketing strategy up to date?

Technology moves at lightning speed – but sadly we can’t say the same for most property development marketing. Too many multifamily marketing and apartment marketing agencies are stuck in the analog world and incapable of providing their clients with innovative campaigns driven by cutting-edge technology.

At BIGEYE, that’s precisely what we offer. If you’d like to see how a creative, forward-thinking agency approaches real estate marketing strategy, we urge you to contact us today.

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Multi-Family Real Estate Student Housing

While real estate agents often provide a level of expertise, legal advice, and support, they also add a third-party, middle layer that many businesses and consumers want to avoid. As more and more people prefer to (and expect to) take a “DIY approach” to real estate, an influx of apartment listing and direct-to-consumer sites have flooded the market to satisfy this niche in the digital world. Most managed properties have been letting tenants do everything from paying their rent, to booking maintenance by themselves via the internet for several years, increasing the expectation that the leasing process itself should also follow suit. Getting ahead of this trend can help your property attract self-sufficient, proactive tenants and increase the perception that your brand is ahead of the apartment marketing curve.

Consumer apartment listing sites:

Consumer listing sites such as rent.com, apartmentfinder.com, forrent.com, and apartments.com provide broad apartment marketing support for units that are agent-listed or self-managed. These websites leverage geolocation and filtering tools to help would-be tenants find properties that fit their lifestyle and needs. The benefit of using these sites is that your property is highly searchable, and very little preference is given to one listing over another, creating an equal playing field. Advertising is tied directly to location and amenities rather than your search budget or website prowess. The flip side of those benefits is that your property personality will be absorbed by the listing site itself, making it somewhat harder to differentiate your building or unit from other options.

Pros:

  • Easy customer interface makes finding your property a breeze
  • List one property or many: sites are free or require nominal fees for advertisers on a budget
  • Creates the appearance of a technology-first approach, even when property is still evolving
  • Seamlessly supports other advertising channels so your apartment is searchable no matter how customers choose to find you

Cons:

  • This new technology is still building credibility and trust across the real estate marketing world
  • Limited by listing site’s branding rather than your own
  • Requires management and follow up to ensure leads evolve into tenants

Proprietary apartment marketing sites:

The benefit of individual property websites is that you have an opportunity to show off your unit’s or building’s unique personality, amenities, and neighborhood. More so than listing options, property-specific sites allow you to paint a picture of what it is like to actually live on-site. Take the North Carolina based Midtown Green Apartments, for example. Their dedicated website provides deep insight into how a resident connects with the building and surrounding area. Potential tenants can review floor plans, interact with the neighborhood, browse a photo gallery of building amenities, and connect with the property management team itself. This is a wonderful tool once customers have found your property. Leveraging this tactic requires a strong search and discovery strategy to ensure potential tenants find the site. The best content in the world can’t make an impact if no one surfs your site and finds it.

Pros:

  • Provides deep information about a building, with full-scale branding and immersive content
  • Communicates look, feel, and vibe of desired residents to increase fit at point of sale
  • Creates dedicated link to property staff and leasing opportunities
  • Builds a brand, rather than a transaction

Cons:

  • May exclude rent-by-owner opportunities, favoring property managed buildings
  • Guests need a pre-existing relationship with the building or strong top of funnel support to ensure content is found

Both listing and dedicated sites provide unique, digital opportunities for owners and managers to promote their property. We recommend a blend of both types of advertising techniques to increase exposure on website visits and drive business your way. For inspiration on how to use these tools in a cross-channel marketing strategy, check out our website to learn more about our services and contact us for more information.