Home Listing method Leveraging the art and science of digital marketing

Leveraging the art and science of digital marketing

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Kettler’s chatbot feature gives prospects 24/7 information about their properties, including 800 Carlyle Apartments in Alexandria, Virginia. The blue icon at the bottom left allows you to customize accessibility. Image courtesy of Kettler

Now more than ever, future apartments of all ages spend hours staring at their screens Multi-Family Marketer Matching this Reality Creative messages and calls to action delivered to desktops, laptops, tablets , phones and portable devices.

Unlike static print ads and billboards, which the American Marketing Association (AMA) describes as “one-way” communication, digital marketing is an interactive, dynamic, and ever-changing process.

According to the AMA, digital marketing is the use of any method using electronic devices to promote a brand or reach consumers. Multi-family digital marketing strategies typically include websites, online advertising, search engine optimization (SEO), search engine marketing (SEM), social media marketing, content creation (blogging) and videos) and electronics to reach customers. Includes various combinations of channels such as email.


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Not all digital marketing channels offer return on investment (ROI). Experimentation reveals what is appropriate for a particular property or region within the portfolio. Even though proven digital marketing techniques are identified as consistently delivering results, testing new ideas can be beneficial, but always save costs and results, not all at the same time.

The Most Important Part of an Effective Apartment Marketing Strategy We measure the success of our business. Plus, define key metrics for each marketing channel and record them regularly in your real estate marketing report. By tracking marketing spend from online activities and closed deals, you can easily determine the quantitative impact of your entire marketing funnel and your overall real estate marketing ROI.

Once you’ve implemented this framework, you can dig deeper to explore the performance of specific channels and marketing activities to help answer this question. What is the highest ROI in real estate marketing?

Omnichannel playbook

According to Darryl E. Smith, senior vice president and chief marketing officer at Kettler, one of the key aspects is the reputation management program.

“The fact that you have a strong partner who can manage your reputation means that if your people comment on any of your reputation channels, it’s Google my business or someone else, (meaning) you have a way to answer it, ”says Smith. “There is also transparency to see what the organization is saying and to understand what people are saying about the brand. “

According to Smith, digital marketing has evolved as both an art and a science. “Peers in sister industry such as hospitality and retail really understand this and they’ve done a great job with it. For us, this is how we continue to create meaningful experiences for consumers. about that.”

Kettler’s answer lies in omnichannel marketing. It’s an approach that gives customers a fully seamless and integrated shopping experience from first to last point of contact.


Read again: Instagram guide to multi-family marketing


Omnichannel marketing is based on text messages, e-blasts, and other digital formats used to interact and engage with tenants. “We have all of these digital entry points to connect with consumers,” Smith said. “Now we want to make them frictionless and connect them all to a digital and seamless experience. “

For example, if a prospect is on Instagram or Facebook and sees a real estate ad, they just type in the URL, leave Facebook, and instead of visiting Kettler’s website, click on that link or ad. . You can get the information. They need. If you want to exchange, you can fill out the request form or make an appointment, then return to your current environment. Omnichannel marketing increases the chances of capture and transformation in real-time format 24/7.

The second part of this omnichannel engagement is to start a meaningful conversation using AI tools like: Chatbot. actually create, ”Smith said. Said.

Kettler chatbots can speak to prospects 24/7, providing an experience very similar to that of a live rental agent. It’s programmed with policies for all properties, including what rent they offer, their time, and what’s nearby – all the basic questions prospects ask rental agents live.

t customizationIt’s a digital marketing stack

Each apartment company has its own needs based on market research. Harbor Group Management Co.’s digital marketing manual focuses on high quality content, professional photography and online rental capabilities.

Jennifer Williams, Vice President of Marketing at Harbor Group Management, said: MHN..

In response to COVID-19, Harbor Group Management coordinated its digital marketing strategy with additional tools to allow prospects to virtually visit and rent apartments. Image provided by Harbor Group Management Co., Ltd.

“As potential residents engage with our real estate team, we hope they will be closer to the decision than they would otherwise be. Once the decision is made, renting online is convenient and comfortable. We provide a rental experience, ”added Williams. Pandemics have only increased consumer demand for tools to make the experience more efficient and worry-free.


Read again: The impact of a pandemic on multi-family leases


In response to COVID-19, Harbor Group Management has added a digital contactless communication tool to its digital marketing stack. This includes chatbots, scheduling online visits, etc. Virtual tour in video. With these tools, potential tenants have access to additional ways to get information the way they want to receive the information they are looking for.

“We listen to future residents and it is imperative that they provide the most comfortable rental experience,” said Williams. “Finding a new home can be stressful. The more you help your prospects with digital tools and content to reduce stress, the more likely you are to have a long-term relationship that benefits your occupants and your business. . “

Beware of new shiny objects

Keep an eye out for any digital marketing channel that reaches your playbook. Resident retention.

“Every time a resident leaves, you lose money. If your current resident is not happy, think about why. You always have to have a head start, but revolving doors. “You can slow down,” said Rachel Ingbar, CEO of Intentional Marketing. MHN..

Ingber started out as an industry leasing agent, moved into real estate management and marketing, and then started his own multi-family marketing consultancy.

“I’m working with the team on site to understand what’s going on on the property itself and what we can do for the resident,” explains the client, keeping up with the resident and new prospects. Ingber says he supports digital marketing strategy sessions that help connect the dots between attractions.

Ingber also emphasized the importance of having customer relationship management (CRM) that actually tracks where prospects are coming from. The Internet Listing Service (ILS) appears to offer significantly more leads than other similar services, but a closer look reveals that lead conversions are very low. On the other hand, another ILS that didn’t bring in a lot of leads is actually converting more leads into leases.


Read again: Attract and convert potential tenants to your website


It’s easy to follow the digital marketing initiatives in your portfolio, but Ingber has found that it doesn’t always happen.

“All properties are different. In one installation, Google Ads may perform surprisingly well and THEY may not perform, but in another market, THEY may not perform very well. Overall. You have to understand the picture and tie it all together, ”says Ingber.

Better yet, don’t make your digital marketing strategy obsolete. Marketing teams need to test their ideas and tactics to see what works and, more importantly, what doesn’t. Make adjustments as you go, but watch out for new shiny items.

“If you really think something new and exciting is essential, yes I would love to try it,” says Ingber. Also, if the direct or indirect impact on rental or resident retention efforts cannot be quantified, it’s time to get back to plans.


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