The holiday season can be an excellent time for selling property as buyers are more serious and motivated to close by the end of the year. Let’s explore how to strike the right balance with holiday décor so it enhances cozy appeal without distractions. Keep it minimal Too much decoration can overwhelm buyers, making it hard for them to envision themselves there. Opt for a simple, elegant theme to avoid overwhelming space. Use a neutral color palette like whites, golds and silvers that complement the interior. Avoid personalized or themed decorations. Highlight key features Use decorations to draw attention to the property’s best aspects. For example, frame a fireplace with a simple garland or neutral stockings to emphasize their warmth and charm. Use string lights or wreaths to accentuate large windows or outdoor spaces. Add greenery or lights to a staircase railing for an elegant touch. Create a cozy atmosphere Use subtle scents like cinnamon, pine or vanilla to evoke warmth without overpowering the senses. Add cozy touches like warm blankets, a crackling fire or candles for an inviting ambiance. Avoid overly bright fluorescent lighting during the showing. Bonus tip: include soft holiday music for a sensory boost. Do not overdo outdoor décor Keep yard decorations tasteful—avoid inflatables or overly busy setups. These can distract from the property’s features and may not appeal to all buyers. A classic wreath, well-placed string lights and a tidy entrance with poinsettias can create excellent curb appeal. Ensure walkways and driveways are clear of snow, ice and debris for safety and accessibility. Avoid decorations that create a cluttered or cramped feeling in rooms Consider downsizing the tree to fit the space while adding a festive touch. Temporarily remove any furniture or items that could make the space feel...

Fall is a perfect season for property owners of short-term rentals to offer the best fall essentials and aesthetically pleasing elements. These unique features can transform the property into a home away from home for guests, enhancing their cozy rental experience. Aesthetically pleasing When it comes to fall decorations, it’s all about creating a warm and inviting atmosphere. Beyond the traditional cornucopias, a warm color palette and seasonal colors can transform the property into a cozy haven. Think deep reds, muted browns, and this year’s Pantone color of the year, peach fuzz. This versatile shade can adapt to different style preferences, making it perfect for a warm and cozy aesthetic. Incorporate these colors into throw pillows, blankets and curtains to instantly evoke that fall feeling. Don’t forget to bring the outdoors in with natural elements like pinecones, dried leaves, acorns, apples and mini pumpkins. Display them in bowls or baskets on tables and countertops to add a rustic, autumnal touch. Visual interest and dimension Focus on textured layers and comfort items, such as adding chunky knit blankets, plaid throws and soft area rugs. Include some fuzzy socks or slippers in the same color palette as the interior for extra comfort. By layering different fabrics, it makes spaces feel warm and inviting. Layer scents for a fragrance fiesta with various scented candles throughout the space, creating a three-dimensional cozy candle scent experience. Choose seasonal colors, shapes, and candles of different sizes. Light it up Since candles offer a warm, soft glow, include lighting that mimics that same feeling. String some fairy twinkle lights or lanterns to add ambiance. Dimmable bulbs can also make spaces feel warmer. If located in more of a chiller location, have the ultimate outdoor experience with outdoor fire pits or patio...

Buying property is not just an investment. It’s a potentially lucrative venture that can significantly influence various aspects of life. Let’s explore how the impact of arts, culture, and local events can uniquely influence the real estate market for a promising return on investment. Positive impacts. Popular events draw more visitors and potential buyers to the area, increasing the demand for real estate. For example, New Orleans is a vibrant music city with festivals like Jazz Fest and French Quarter Fest, which draw in thousands of visitors yearly and have a notable impact on the city’s real estate market. Jazz Fest has a ripple effect, with property values having a noticeable uptick, increased rental demand, and neighborhood development. It also fosters a strong sense of community pride and identity among residents of Mid-City and Gentilly neighborhoods, creating a sense of belonging and appeal for potential buyers. Successful events. Signature summer festivals, like the Bonnaroo Music and Arts Festival in Manchester, TN, have positively impacted local real estate trends and the economy and demonstrate the long-term effects of annual events on the market. These events, which bring in millions of dollars in city-wide profit and create thousands of job opportunities, have a sustained influence on the market, providing a sense of security and confidence for potential investors in their long-term investments. Overall, these successful events are a driving force behind the appreciation of property values within the community. Challenges and considerations. Temporary crowds and noise are potential downsides of living near event locations. Some locals may even leave town due to the increased tourism and traffic events bring with them. Buyers should evaluate these considerations and see if the temporary crowds and noise are worth the ROI. Market volatility in event-driven demand can lead to...

Color is a highly influential yet often overlooked element critical in marketing. Pantone’s color of the year for 2024 is Peach Fuzz, which brings a feeling of kindness, caring and collaboration. Peach Fuzz is poetic and romantic and reflects the past, yet it has been refashioned with a contemporary ambiance that brings beauty into the digital world. Color psychology explores how different colors affect human perception and decision-making in powerful ways that marketers can utilize. Let’s explore the various colors and the psychology behind them to help better target audience and influence marketing campaigns and branding. Blue and branding. The color blue promotes a sense of trust, calmness, security and reliability. Blue is always a safe choice for interviews and conveys professionalism. Blue is associated with the throat charka functioning with communication, creativity, expression and truth. Many companies rely heavily on different shades of blue in branding and websites to align with their images of dependability and professional authority. Yellow sparks happiness and energy. The bright and sunny color yellow commands attention by stimulating memory and encouraging communication. Associated with joy and optimism, yellow boosts positivity, sparks imagination and builds confidence. Yellow is associated with the solar plexus charka. It is located just above the navel on the body and functions for expression, accountability and personal power, aligning with the color yellow’s energy. Companies across industries enliven their brands with splashes of yellow to convey happiness, hope and positivity. Many fast-food brands like McDonald’s and Subway integrate yellow prominently in their advertising and restaurants to stimulate appetite and help create an upbeat, family-friendly dining experience. Add splashes of yellow for resident event campaigns to create that same positive and cheerful effect. Green and organic vibes. The natural color of green induces a strong association...

Unconventional resident events can add a fresh and exciting dimension to a property management company’s community-building effort. The benefits of stepping outside the traditional event model will help to retain residents and attract new ones. Unique gatherings can strengthen the sense of community among residents. Here are some types of think-outside-the-box events to explore over the holiday season. Spice up the community with Escape Room Challenges or Mystery Dinners. Transform common areas or vacant units into escape rooms where residents work together to solve puzzles and mysteries. Include a mystery dinner to solve the crime during the meal, then have residents go out and explore around the building. Add a scavenger hunt and have prizes at the end for the winners. Plants and Pets. Plants are so good for the environment and cleanse the air around them. Arrange a gardening event where residents exchange plants, seeds or gardening tips. Microgardening is popular in smaller apartments, so maybe provide a small basil plant to start residents out with. Don’t forget about the four-legged residents. Look for a local pet mobile photographer for the holidays so residents can get their holiday cards made. Culinary Adventures. Delve into the world of cooking classes as a resident event. Cooking classes can enhance residents’ culinary skills, foster connections and offer a fun and educational experience. Find a local chef or culinary expert to lead the classes and provide some sample recipes or themes for these classes. For example, set up some spaces in the common area to learn how to make fresh homemade pasta, which can be a romantic date night for those during Valentine’s Day. Another example would be to decorate holiday cookies together. Provide the cookies already baked, then have various colors of icing in pipping bags...

Swag, a word coined in the 1940s by an advertising executive, is a way for a business to reinforce its brand among clients, prospects and employees. Swag encompasses a vast array of complimentary items ranging from pens, mugs and mouse pads to hats, water bottles, backpacks, specialized bags for carrying tech gear, exercise mats, calendars, magnets, coasters and much more.  “Companies give out swag because it helps them create positive associations with their brands, increase employee morale, provide incentives to generate more business and encourage repeat purchases,” says Nectar, a provider of software used for employee recognition, retention and engagement. “Branded merchandise makes clients and employees feel like part of a team,” adds Goody, a platform for personal and business gifts. Data collected by the promotional products industry reveals the power of swag. For example, 72% of consumers believe the quality of promotional items reflects a company’s reputation. Fifty-three percent of swag recipients use a promotional product at least once a week, 60%  will look up the brand online and 72% say the quality of a promotional item impacts their perception of the brand. Furthermore, 59% of employees who receive their company’s swag report a more favorable subsequent impression of their workplace. Tips for success Marketing platform P2P and online comparison platform top10.com offer tips for using promotional giveaways to your greatest advantage: * Make sure your items are durable, attractive, relevant to your business, employees and customers, and clearly branded. Carefully evaluate how the products and their branding will reflect your mission and identity. * Emphasize practical items like pens, mugs, USB drives, mobile phone covers. Not only are they regularly used, they may be shared beyond the original recipient and further expand your brand awareness. * Buy in bulk to gain economies...

In today’s digital age, online reputation plays a crucial role in the success of property management companies. Positive reviews attract new residents and instill trust and confidence in services. At a recent industry conference, we learned from standout property management company (and valued Yardi client) The Bozzuto Group what strategies and insights are working for them. Let’s explore how to manage online reputation to boost reviews and gain efficiencies effectively. User give rating to service experience on online application for Customer review satisfaction feedback survey concept. The importance of online reputation is essential in the property management industry. Customer sentiment and experience surveys are heavily relied on to make informed decisions. Data from diverse sources impact reviews. Use more than just Google as a source of information and review data. Kelley Shannon, Senior Vice President, Marketing and Customer Engagement for The Bozzuto Group, says: “You’re only as good as the lowest performing property.” With lower scores in metrics of customer satisfaction and loyalty, reputation can be ruined. Take the time to monitor and respond to reviews on platforms and social media channels. “If they are taking the time to write, you should take the time to respond,” she added. Give teams a goal of ten reviews per month, and in more prominent properties, aim for 15 on various platforms. Set up notifications and promptly respond to both positive and negative feedback. Addressing concerns, resolving issues and showcasing a commitment to customer satisfaction will lead to happier residents and community.  If reviews are negative, look at the positives and aim to keep them going. Communication, friendliness, cleanliness, amenities and availabilities are all part of getting stellar reviews. If vendors or a part of the property management team lives on campus, have them go online and...

Michael Wilke is the marketing strategist at Towne Properties. When he joined the company in 2014, Towne was dependent on ILS advertising for leads and leases. Towne’s property sites didn’t have online leasing yet. In his current role, Michael has worked with the rest of the marketing team to modernize Towne’s online user experience to meet shifting renter expectations. When Towne shifted its strategy to include online leasing via RentCafe websites, it realized its property websites convert leads at a better rate than ILSs. Take a look at Towne Properties’ award-winning websites. As a result, Michael started looking for the most effective and cost-efficient ways to drive traffic to Towne’s websites. The challenge Towne’s RentCafe property websites were converting at a better rate than ILSs, but they needed more leads. Michael knew how to set up Google Ad groups, but he felt like he was just scratching the surface of what was possible. And he didn’t have the time to maintain and optimize campaigns for every property. Ultimately, he and the Towne team decided to get expert help. The solution When looking for a marketing partner, the REACH by RentCafe digital marketing agency stood out. Since Towne uses Yardi and the agency is a part of the Yardi family, Michael knew that integration would be simple and data would be clean.  Towne enlisted REACH search marketing experts to optimize their websites and set up ad campaigns quickly. More importantly, Michael said, “[REACH experts] have the expertise that we don’t have. That became clear during the setup process. They were going over all the things they were going to do for us, the dedicated teams for search marketing, creative and more.” REACH SEO results Thanks to ongoing search engine optimization, Towne’s websites are getting more traffic that converts into...

People of different ages search differently. In fact, Google’s search data shows that search term lengths are growing with each new generation. Boomers average about 4 words per search, while long-tail search loving Gen Z averages 5 words per search. As a smart marketer, you should be keeping an eye on generational search trends. When you know how each of your different customers search, you can make sure you’re meeting their expectations and creating a good user experience. In this article, we’ll look at generational search trends across Gen X, Gen Y (also known as millennials) and Gen Z. Gen X Born between 1965 and 1980, Gen X are natural self-starters. They didn’t grow up with search, but they quickly mastered it. While it can be hard to earn a Gen Xer’s trust, once you have it, they’re typically loyal customers. Gen X search trends 72% research businesses online Less likely to search for “best”, “top” or “popular”More likely to look for an article that compares products before purchasing Gen X social media trends 95% use Facebook35% use LinkedIn25% post regularly on TwitterValue independence and prefer to make their own assessments of a product, brand or serviceContent should educate and excite (how-to videos, tutorials and in-depth explanations) Top tips to appeal to Gen X in search Consistent brand messaging across your website and business directories is keyMake sure to reward loyalty with discounts, a thank you email and excellent customer serviceIf you’re looking to do some social advertising, focus on Facebook Gen Y Members of Gen Y — commonly referred to as millennials — were born between 1981 and 1995. Often considered digital natives, millennials are very comfortable using technology to search for everything across multiple platforms. Gen Y search trends Tend to care more about...

You’re probably at least somewhat familiar with the newest king of digital marketing: search engine optimization (SEO). SEO is the process of organically improving a web page’s ranking on search results pages, and it’s especially important in today’s multifamily industry, which has changed greatly in the past five years. For a long time, the dominant multifamily marketing strategy has been internet listing services (ILSs). However, with the shift to younger, more tech-savvy generations like millennials and Gen Zers, direct-to renter marketing strategies like SEO and PPC have become more important, especially in the current state of high occupancy. Janeya Filzen, senior search marketing specialist at REACH by RentCafe, comments that “online marketing is the best bang for your buck,” pointing out that renters now constantly use online searches to find and compare apartments.   Marketing analytics repeatedly show multifamily SEO to be the best performing marketing source, with the lowest costs and highest return on ad spend. You’ve heard a hundred times that it’s important, but there is still a lot of uncertainty about what it takes to truly optimize a website for outstanding results and financial performance. Without further ado, let’s ask search marketing expert Gretchen Walker some of the most common multifamily SEO questions! Can you really prove the value of SEO? As Gretchen Walker, manager at REACH by RentCafe, says in this video, you can 100% prove the value of SEO. We live in a world of advanced property marketing technology, and you can track the entire lead journey, from a curious searcher’s first click all the way through to them signing a lease. With the right tools, you can also track performance metrics like return on ad spend (ROAS), cost per lease, bounce rate and how users are interacting with your web page....

Figuring out how to best design your website can be a daunting task. This summer, REACH by RentCafe surveyed more than 12,000 people on RentCafe.com to learn more about their website design preferences.Read on to see the survey results and learn more about the most popular website design trends of 2022. Survey says… Which color schemes do you prefer? Calm and soothing: 73.5%Dark and moody: 15.2%Vibrant and bold: 11.3% Which two design concepts do you prefer? Soft, curved edges and shapes: 33.6%Plant or earth-inspired prints: 21.4%Subtle textures: 20.1%Sharp geometric shapes: 15.8%Colorful floral patterns: 9.2% How would you decorate your apartment? Clean and minimal. I like things calm, simple and purposeful: 59%Dark backgrounds and a roaring fireplace. I love a cozy library vibe: 16%Romantic countryside. I want to feel like I’m in a whimsical cottage: 15.7%Lots of patterns and colors. I like to bring laughter to life, the more the merrier: 9.3% I’d be most excited to live in an apartment that: Embraces a soft, relaxing atmosphere with calm colors: 47%Is sleek and modern: 29.5%Emphasizes sustainability in the design: 12%Has chic outdoor spaces: 11.5% When viewing a design, how do you want to feel? Calm: 68.6%Excited: 14.2%Intrigued: 13.5%Amused: 3.6% Japandi and minimalism Kicking off the top design trends of 2022 is Japandi. Neha Marathe, design manager at REACH, defines Japandi as a hybrid that’s “a brilliant fusion of Japanese and Scandinavian styles which are anchored in minimalism, clean lines and neutral colors.” Japandi design celebrates a blend of simplicity, functionality and intentionality, and it’s on the rise. In fact, between 2020 and 2021, Google searches for Japandi increased by 1,217%. An important element of Japandi is minimalism, which celebrates clean lines and uncluttered surfaces while avoiding excessive ornamentation. More and more, people are gravitating towards...

What do you call a group of diverse digital natives and entrepreneurial decision-makers with the ability to change the multifamily industry? This title belongs to Generation Z, the largest and most tech-savvy group of renters yet. Last summer, REACH by RentCafe conducted a survey to better understand Gen Z’s search habits, but members of this generation are now a year older. This means they’ve lived through 365 days of new experiences, changes and adventures. It also means that they have had a whole year to refine their online search behaviors. This summer, REACH wanted to investigate where this generation stands a year later when it comes to their online search habits and how best to win their attention. To do this, we interviewed over 12,000 members of Gen Z to gain insight into how to best attract members of the youngest, biggest and perhaps most important renter group yet. Here’s our Gen Z update: What are Gen Zers looking for? Findings from this year’s survey confirm that, once again, many Gen Zers don’t yet know what they’re searching for. This year, 41% admit that they’re still figuring it out when asked what they’re looking for in an apartment. This data tells us that the apartment search starts early for Gen Zers. At this stage, they’re probably using an ILS to shop for and compare apartments. On the other hand, 59% of Gen Zers know more about what they want, including apartment size, price, location and desired amenities; a full 26% of Gen Zers say they have all the information needed to make a purchasing decision. These renters are ready to take the next step, using long-tailed search terms to find the specific apartment that meets their needs. So how do you market to the...

Online apartment reviews are an important way for potential renters to get a feel for your community, and it’s critical to have them on your website. In addition, reviews directly impact how your website appears in a search. In fact, it’s estimated that reviews account for 17% of the ranking factor for the Google 3-pack of local listings! A June 2022 survey from RentCafe.com revealed that over 60% of Gen Z renters consider ratings and reviews most of the time when searching online. But it’s not just Gen Z. The NMHC 2022 Renter’s Preference Report found that 69% of prospective renters looked at ratings and reviews when searching for an apartment community. A solid reputation management strategy impacts three areas of your business: marketing, leasing and customer service. Read more to understand the importance of reputation management throughout the renter lifecycle. How does reputation management impact marketing? Good apartment reviews lead to good search signals, which will boost your community in search engine results, helping you get found by more prospective renters. But there’s more to it than simply collecting a few good reviews. A solid reputation management strategy focuses on four key components when it comes to reviews: Quantity – How many reviews do you have compared to your competitors? More reviews mean more visibility and greater reach.Quality – How good are your reviews compared to your competitors? Positivity and honesty are important when it comes to creating quality reviews.Recency – When were your latest reviews posted? A review from one month ago will carry much more weight than one from six months ago.Responses – Is your business responding to every review? 46% of renters expect to see responses to all reviews, so it’s important to follow up on both good and bad...

Are you ready to drive results that matter? Property marketing spend can significantly impact NOI — in a positive way — but only if you know what questions to ask your marketing team. It used to be hard to see and understand property marketing results. Marketers had a hard enough time tracking which leads came from where, let alone which sources brought in leases. ILS and lead journey data was incomplete, and it could be hard to tell which budget items resulted in returns. If you were outside of marketing, perhaps working in operations or another adjacent department, understanding marketing spend could be even trickier. Fortunately, with better technology comes better data. Today, it’s easy to see exactly where a lead first became aware of your brand and at what point they converted. It’s also easy to see how much you’re spending per lead and lease. In fact, you can calculate how much you’re getting back for every $1 of advertising budget spent (keep reading to find out how). When you’re looking to guide your marketing team and help drive results that matter, here are five questions you should ask. 1. What is our current marketing mix, and is there data to support it? Marketers should know how the marketing budget is organized and why. Your corporate and regional marketing strategy should be based on historical conversion data and — if including a new technique or source — industry research and case study data. Marketing sources should include a balance of traditional ILS advertising and director-to-renter marketing. ILS marketing is critical for the awareness phase of the renter journey, but it doesn’t also get you the most qualified leads. Director-to-renter marketing, such as SEO and PPC advertising, sends renters directly to your websites where...