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.