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.

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Apartment Marketing Solutions Through Programmatic Media Buying

Apartment complex owners who want to cut their marketing budget while strategically targeting their advertising are turning to programmatic media buying.

Programmatic Media Buying Explained

Do you remember how difficult comparative shopping and informational research used to be before the Internet? If so, you certainly know the incredible value of software algorithms and data analysis.

In short, when you search for something online, you are letting state-of-the-art technology do most of the work for you, thereby making your search far easier, faster, and more efficient. Online searches can also help you focus your efforts in the most fruitful areas and save you a tremendous amount of money.

Programmatic media buying works much the same way in the world of Internet advertising. While traditional manual methods of purchasing online ads is both time-consuming and labor intensive, programmatic media buying employs automated processes to executive targeted purchases across a wide spectrum of digital channels that include desktop/laptop, tablet, mobile, connected TV, and outdoor digital media formats.

Programmatic media buying involves the use of a particular type of software called a demand-side platform (DSP), which allows agencies and advertisers to buy media inventory across a multiple channels. Because the automated DSP purchasing process is so fast, it can sort through incredibly large amounts of digital advertising options to target the exact right consumer at precisely the right time.

Through a DSP, marketers can also buy media inventory at an exceptionally good price. This is because programmatic media buying works through automated platforms that employ cost effective processes such as real-time bidding (RTB). Also called “open auction,” RTB sells media inventory to the highest bidder, allowing marketers to target the most viable consumers at rates that are often far below average market value.

The Popularity of Programmatic Media Buying

Considering the tremendous amount of work and lack of efficiency that go hand in hand with the traditional media buying process, more and more agencies and advertisers are benefiting from the speed, ease, and cost-effective benefits of programmatic media buying. In fact, trusted industry news outlets that range from Ad Age to  eMarketer have identified programmatic media buying as an essential component in the future of marketing.

In fact, eMarketing projects a considerable increase in programmatic media buying over the next year alone. According to this research, roughly 58 percent of live video and video-on-demand ad spending occurred as a result of programmatic media buying processes in 2019. By 2020, however, this figure will jump to approximately 80 percent.

Programmatic Media Buying for Apartment Marketing

As the number of advertisers using programmatic media buying continues to rise, companies across a wide range of business sectors and markets must leverage the benefits of this technology if they wish to remain competitive.

The unique characteristics of apartment marketing make programmatic media buying particularly valuable within this industry. In particular, apartment marketers stand to benefit from the highly targeted nature of programmatic media buying.

Since only a small percentage of the general public will be interested in renting any specific apartment unit at any specific time, multifamily residential marketers absolutely love programmatic media buying’s ability to reach out to an exact audience base that is severely restricted according to geography (where a prospective renter lives) and demographics (age, gender, income, etc.).  Programmatic media buying can even target digital media users according to their unique personal interests and daily behaviors.

Using a Qualified Marketing Agency for Your Programmatic Media Buying

A July 16 article by the independent news outlet Target Marketing has determined that nearly 47 percent of advertisers are now performing programmatic media buying in-house. However, article author Lina Lugova recommends that advertisers coordinate their programmatic media buying through a qualified and specialized marketing agency for a number of important reasons.

In particular, forward-thinking marketing agencies that were able to predict the tremendous value of programmatic media buying have employed the best and brightest of industry professionals with a depth programmatic skill, knowledge, and experience. These agencies are also well connected with multiple leading online traffic platforms and resources, enabling them to negotiate the absolute best prices for media inventory.

Contact Bigeye Today

Want to learn more about programmatic media buying and the apartment marketing solutions that it provides? An agency that has earned a widespread reputation for innovative thinking, Bigeye specializes in leveraging state-of-the-art technology to boost your bottom line. A skilled and knowledgeable Bigeye representative is standing by to explain how programmatic media buying can set you apart from your closest competitors.

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How to Choose the Best Apartment Marketing Company to Brand My Development

In light of the supreme importance of your apartment complex brand, you’ll want to enlist the help of top professionals to help develop and maintain it. But how can you find the best apartment marketing company for you?

Why Branding is Essential for Your Apartment Complex

If you are in the process of launching your first multifamily residential business or considering a rebrand for either a longstanding property or recently acquired apartment property, you are likely asking, “What is the best apartment marketing company to brand my development?”

Furthermore, if you aren’t questioning your current branding efforts, you probably should be. Most residential development marketers realize how important it is to promote the outstanding features and conveniences of their apartment complexes and specific apartment units. However, even seasoned professionals in the multifamily residential field often underestimate the incredible value of brand optimization.

An overwhelming amount of statistical research confirms the superlative importance of company branding across a wide range of industries and markets. In fact, according to the Content Marketing Institute 77 percent of marketing leaders identify branding as critical to growth. On the consumer side, Small Biz Genius reports that 89 percent of shoppers remain loyal to brands that share their values. Furthermore, 64 percent of people surveyed by the Harvard Business Review cite shared values as their main reason for establishing a consumer relationship with one or more specific brands.

In the highly competitive multifamily residential real estate market, branding is particularly important for businesses that want to differentiate themselves from their closest competitors. After determining the outstanding features and amenities that make your property unique and the exact audience demographic that you wish to target, a good apartment marketing agency can develop and/or build upon a brand image that rises to the occasion to meets your particular wants and needs.

Tips for Choosing the Ideal Apartment Branding Agency

But how can you find a marketing company that has what it takes to spearhead branding operations for your multifamily residential business? The masterminds at Ad Age Magazine have come up with a couple of general guidelines to start you off in the right direction:

  • Establish clear goals and expectations – Before you can find an agency to deliver a specific result, you must first clearly define exactly what that result should be. After you have established your specific objectives, you can source and examine the options that are most likely to meet them. You might search out that edgy marketing startup to make your provocative marketplace splash or gravitate toward that industry stalwart to foster an image that is both stable and trustworthy.
  • Narrow your search – Anyone attempting to sort through thousands of potential advertising agencies will quickly become overwhelmed and lose all sense of perspective. In fact, even choosing between a dozen or so agency options can become quickly problematic. To combat this problem, Ad Age says that even “your initial ‘long” list should be relatively short and focused.” Real estate professionals can turn to their affiliated industry associations or a qualified search consultant to source only the most effective potential candidates.

Forbes Magazine reached out to a variety of marketing leaders to get further tips for choosing the right marketing agency for specific branding purposes. Some of the results were quite inspired.

The HOTH’s Marc Hardgrove, for example, recommends a close examination of each candidate’s in-house branding and advertising efforts. After all, any agency that cannot brand itself is likely to have difficulty branding your apartment complex.

In its 2018 article, Forbes also quoted Danielle Wiley of the Sway Group, who cited a compatible business philosophy as the top reason to choose a specific marketing agency. If your multifamily residential company, like most successful enterprises, fosters business approaches that are collaborative, practical, and forward-thinking, you would be wise to embrace an advertising agency that has similar values.

Reach Out to Bigeye Today

If you’re looking for an exceptional branding company for developments in the multifamily residential sector, Bigeye offers a range of personalized services to help you build a unique brand from scratch, execute an efficient rebranding, or refine your existing brand to connect with a whole new audience. Contact us today – a skilled and knowledgeable marketing professional is standing by to answer any questions that you might have.

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Highlighting the Unique Value in Your High Rise Apartment Marketing

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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Key Elements of an Appropriate Apartment Complex Rebrand

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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Customer Journey Maps for the Apartment Rental Industry

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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