Are you a right-brained creative or a left-brained pragmatic? And when it comes to property marketing, which is better? That is the subject up for discussion at the Apartment Innovation and Marketing Conference (AIM) this year. For years, there has been a belief that people favor one side of the brain or the other. The theory goes that people with right-brain dominance tend to be imaginative while those with left-brain dominance are inclined to be logical. Recent research shows that the brain is not nearly as dichotomous as previously thought. In fact, many talents are strongest when both halves of the brain collaborate. “The pop psychology notion of a left brain and a right brain doesn’t capture their intimate working relationship,” science writer Carl Zimmer explained in an article for Discover magazine. That said, the popularity of the theory still holds out. People love to find out which is the dominant side of their brain. So why not take a quiz? Then get marketing tips geared toward each talent and learn how to marry the two for property marketing success at AIM 2022. Right-brained or left-brained? Take the quiz. Tips for right-brained marketers Right-brained marketers are intuitive and expressive with a strong interest in storytelling and visuals. Use your creativity to build a strong brand on social media. Focus on creating a compelling visual library that tells the story of your community.Stay up to speed on design trends in different industries — including fashion, interior and tech — then challenge the larger marketing team to incorporate them into initiatives collateral and website updates. Tips for left-brained marketers Left-brained marketers are planned and orderly with a strong interest in results and analytics. Take charge of your company’s paid search campaigns. Compile performance data or use...

The largest Multifamily Social Media Summit ever brought more brilliant suggestions to multifamily marketers on Thursday at the Meritage Resort and Spa in Napa, Calif. REACH by RentCafe is the social media, photo booth and platinum exhibit sponsor of the 10th anniversary event, which concludes today. Andrew Davis, acclaimed marketer, best-selling author and filmmaker, opened Day Two of the event with a humorous and engaging talk about how constraints – as small as technology challenges and as large as a worldwide pandemic  – ­­can breed creativity for any business. “I started to realize that this was really an unexpected experiment that we had been gifted,” Davis said of the unforgettable global events of the last two years. “It allowed us to ask: What happens when every business in the world is faced with the exact same disruptive forces?” The solution to extreme disruption, as presented by Davis, is to forget the adage “think outside the box” and instead go INSIDE a box that he calls “The Cube of Creativity.” Read on to learn how the Cube works and glean more takeaways from this trend-defining marketing event. The four sides of the Cube of Creativity Davis presented two dynamic case studies from non-housing businesses that faced extreme challenges during the pandemic. One was a flower delivery service that had to relocate its distribution channel to Ecuador because of California’s non-essential worker shutdown. Another was a sustainable farm that previously relied on in-person events for its livelihood. 1. Eliminate the unnecessary: Taking on dynamic new initiatives means that some existing work will have to drop off. “Ask yourself, what are we going to drop doing in order to pursue this brand new initiative,” Davis said. “Every time we take on something new, we have to kill...

Should you grow your own team or hire an outside firm? Explore the pros and cons. Multifamily marketers have spent much of the last two years evaluating, reevaluating and adjusting to the changing behaviors and needs of our renters. How can we reach them? How can we engage them? What do they want from us? (Functioning websites, accurate pricing and anytime communication, for starters.) With a new year comes a new set of opportunities. Ideally, we’ll all take the lessons learned during the pandemic and continue to improve on our marketing. But realistically, do we have the time? Imagine, your company has just unveiled exciting plans to grow the portfolio. Better still, it recognizes the importance of a strong digital marketing presence when it comes to attracting prospects. As the marketing manager, you have an important decision to make: Do you grow your in-house team or hire an outside agency? Both options are common in multifamily marketing, as is the choice to use a combination of the two, with the in-house team managing one set of projects — such as creating lease-up flyers — while an external agency oversees other projects — such as managing SEO and PPC ads for the lease-up. If you’re struggling with this decision, or wondering how to find the right balance, it’s important to consider the strengths of each approach, as well as the budget and bandwidth of your operations. When to keep marketing in-house (or not) Wondering if your in-house team can meet the needs of your properties? Digital marketing can be like a web, as you layer additional strategies, the overall strength and reach should increase. That begs the question, if you build your in-house team, how many people will you need? Will you hire generalists and/or...

Reputation: It’s created from what people think and, more importantly, say about your communities. “Negative or false comments about your building can affect how others view your site, sometimes even before seeing it in person,” says Kings III, a Texas-based provider of emergency communication service solutions for property managers. That perception can translate to lost traffic, prospects and, ultimately, money. “Put yourself in your tenant’s shoes. What will you do when looking for a property? You’ll aim straight for online reviews and social media pages to see what you’re getting into. You’ll be turned off if you find one-star reviews and inactive/barely active social media accounts. The same applies to your prospective tenants,” notes the Los Angeles Property Management Group (LAPMG), which serves commercial and residential property owners. Industry research bears out these sentiments. For example, 69% of respondents to the 2022 Renter Preference Survey Report said they referenced property ratings and reviews in their most recent rental-home search, while 79% said ratings and reviewed stopped them from visiting specific properties. Recent reviews and an active, updated Google Business Profile can help place communities in the Google Local 3-Pack and rank them higher than competitors in search engine results. In fact, according to search marketing research groups Redshift and Moz, 15% of the ranking factors that determine whether you get into the “Local 3-Pack” — the listing of three businesses you see first in the results of searches using keywords — come from the quantity, quality, recentness and response to reviews. About 25% of the weight of your Local 3-Pack ranking signal comes from your Google Business Profile, so it’s important to optimize and maintain it. Here are a few tips from LAPMG and other experts on the best ways to, as Kings III...

With the new year here, you can expect an influx of interest in your fitness amenities. Prepare your space and gym calendar for creative, fun and forward-thinking fitness opportunities. You can appeal to prospects who are seeking a fresh start as well as existing renters. Refresh your fitness center offerings Among New Year resolutions, wellness goals top the list. Whether it’s someone pursuing a healthier lifestyle or the fitness fanatic seeking greater gains, your gym is a tool for resident satisfaction. For the greatest satisfaction, regularly refresh your offerings. Without new and exciting options year-round, you’ll experience periods of frequent use and periods of gathering cobwebs. For exciting fitness ideas, take inspiration from these fitness trends for 2022. Fitness industry trends for 2022 1. Hybrid classes Offering in-person, virtual live stream, and on-demand recordings is a great way to appeal to busy renters.  The array of options gives them the opportunity to work out in any manner and at any time. Follow-along videos are also a creative way to disperse crowds at the fitness center. When renters know they can access guided classes online, there is no need to max out in-person classes. 2. Sync with wellness trackers If you’re renovating, adding or updating your equipment, seek options that correspond with multiple fitness trackers. This feature makes coming to your gym an integrated part of residents’ wellness plan. 3. Outdoor classes Outdoor classes offer a convenient way for residents to exercise in a well-ventilated space. Additions such as solar sails and fans can extend the usefulness of your outdoor fitness area.   4. Love low-impact options Consider using the community pool to offer low-impact cardio and strengthening options. Buoyancy is a great tool for renters who are new to movement, suffer from joint pain,...

What makes a rental property website stand out from the crowd? Anyone trying to attract and convert renters online knows it’s a competitive market — one that’s only gotten hotter as property management businesses became increasingly tech savvy during the pandemic. If you’re looking for a few property marketing website tips and tricks, Neha Marathe is the right person to talk to. In her role as Creative Lead at REACH by RentCafe, our digital marketing agency, she’s helped multifamily businesses across the country transform their web presence by creating high-performance rental property sites that are visually appealing. One secret to success is continually evolving your website to meet the shifting expectations of your customers. Right now, it’s particularly important to pay attention to Gen Z, a group that’s poised to be the largest generation of renters ever. At the same time, you don’t want to alienate other prospects. Good rental property websites rely on updated designs with universal appeal. In this interview, Neha shares how to strike the right balance between trends and accessibility. How is designing websites for Gen Z different than designing for other generations? Neha: Designing websites for the next generation of customers is exciting. These renters have never known life without the internet, so they expect a great user experience. There are five things I keep in mind when marketing to Gen Z: personalization, speed, mobility, authenticity and partnership. Make it personal. While I am a millennial who still hesitates to share my location or give out any other information about myself, Gen Z’s are open to that. It does not mean that they are ready to compromise on their security, but they are more interested in a customized and personal experience.Make it fast. Younger renters are continually active online...

If you could help make the holidays less difficult for your residents, would you do it? Grief, stress, loneliness, social anxiety and financial struggles can be particularly heightened during this time of year. Through supportive services and resources, you can aid residents during the holidays with tools that you already have on hand. Resident loyalty is solidified through the human-to-human connection Research confirms that developing a sense of community adds value to housing. Residents who feel integrated into their communities are more likely to renew their leases, which saves you time and bolsters your bottom line. The suggestions below can help residents feel welcomed and supported during difficult times. They show that you care because you do care! As a bonus, your efforts will not go unnoticed when it’s time to renew the lease. Resident retention improves your net operating income while giving you warm, fuzzy feelings for the holidays! Read how you can promote resident retention through culture and branding. Encourage residents to move with you to address the symptoms of stress, depression and loneliness Consider hosting group fitness classes and wellness events at your property. Physical movement releases feel-good hormones called endorphins. Endorphins interact with the brain receptors that decrease the reception of discomfort. They also reduce the stress hormone cortisol. Certain types of movement can also soothe the nervous system. For indoor options, restorative yoga, yin yoga, tai chi and qigong are methods of movement that activate the parasympathetic nervous system. This system of the body promotes physical and mental recovery, healthy digestion and helps the body to relax. (As the nation continues to navigate the pandemic, some residents may not be comfortable in indoor group activities. Consider setting up a camera on the instructor so that they can lead both...

Do you know if your proptech will maintain its appeal to future generations of prospects? If not, no worries. We’ve done the research for you. We’re exploring proptech with staying power, tools for today that will continue to deliver results well into the Gen Z lifecycle. Cut costs with lasting proptech Proptech is a major investment in money and hours. The technology you choose should evolve with users’ changing needs to ensure that you get the best impact per dollar. Not all new solutions will stand the tests of time. Are you confident that your proptech lineup is ready for Gen Z? Read on for the essential solutions that your organization needs. REACH brings you the freshest data on Gen Z Gen Z is comprised of about 67 million people, the oldest of whom turn 25 this year. We learned more about the largest renter demographic ever through the REACH by RentCafe Gen Z Renter Study. This survey of more than 10,000 next gen renters gives insights into their habits and interests. The results confirmed what we’ve observed: Gen Z is an intelligent, tech-savvy generation that values efficiency and creativity. They value proptech that feeds their need for contactless transactions as well as quick and easy access to information and services. Tech for targeted and engaged marketing One average, Gen Z search terms are 4.9 words long, longer than all previous generations. They know that using detailed queries will bring them closer to what they really want rather than wading through pages of irrelevant results. Appeal to their specific searches with longtail keywords and campaigns crafted by search engine marketing professionals. Expert search engine optimization (SEO) strategies will help your content rank well and be discovered by prospects. When supplemented with pay-per-click (PPC) advertising,...

Search engine optimization: You know you should be doing it, but are you taking proactive steps to optimize your apartment marketing website? By now, the benefits of SEO for apartment marketing are clear. By optimizing your site, you make it more attractive in search, both to search engines and potential customers. When search engines like your website, they think it is trustworthy and answers relevant search terms. When customers like your website, they engage with it by visiting multiple pages and clicking buttons. Relevance and engagement cause your site to rise higher in search results, helping you build authority, reach more potential renters and fill more vacancies. Property management SEO may seem like an overwhelming responsibility. After all, every time there’s a significant algorithm change, new articles come out with tips and tricks designed to adapt to the changes. But what you might not realize is that SEO is intended to be more or less straightforward. If your website creates a good user experience by functioning well for all visitors and providing valuable information for your target audience, it should appear in search results. And for apartment marketers, the search results that matter are typically local ones e.g., “one-bedrooms in <city>” and “<neighborhood> apartments for rent.” With that in mind, here are a few DIY SEO tips for apartment marketing. Start making these updates today to see positive results in the long term. Optimize the metadata for every page Every page of your website should have an optimized title tag and a metadata snippet. This is what will show in search results. Google measure title lengths in pixels, not characters, but per Moz, it’s a good idea to keep your title between 50-60 characters. Meta descriptions can be any length, but Google generally truncates...

Say goodbye to Millennial Pink and hello to Gen Z Yellow! When it comes to Gen Z design preferences, this generation of renters has a style all their own. Check out the infographic and keep reading to learn how you can meet the visual expectations of your newest customers. Survey says REACH by RentCafe recently conducted a large-scale survey of Gen Z renters to gauge their sentiments about search, reviews, social media and design. The Gen Z design portion of the survey had 10,624 participants that answered four questions. Do you prefer bright and vibrant colors or soft and calm colors?73% prefer soft and calm colors27% prefer bright and vibrant colors Are you more attracted to lifestyle photos (of people and pets) or property photos (of buildings and outdoor spaces)?68% prefer property photos32% prefer lifestyle photos In design, do you prefer patterns and textures or clean, classic lines?70% prefer clean, classic lines30% prefer patterns and textures Which do you prefer: a website that loads quickly or a website with a lot of motion and animation?88% prefer a website that loads quickly12% prefer a website with a lot of motion and animation Other data Echoing the desire for calm colors and clean lines cited in the REACH survey, a Spotify trend survey conducted in 2019 found that 51% of Gen Z and millennial respondents think there is too much visual stimulation in the world today. Additionally, 64% believe online aesthetics have altered what their generation expects to see in the real world. What does this mean for property management brands? Your communities had better deliver on the experience promised by your website and other digital marketing channels. After all, the REACH survey found that Gen Z overwhelming preferred property photos to lifestyle photos, showing that...

After getting to know Gen Z, REACH by RentCafe investigated how these young renters search online and how they use ratings and reviews while doing so. Today, we’re sharing data related to one of the most notable and important aspects of this generation’s lifestyle: social media. All about social media, all the time Welcome to the world of social media, where Gen Zers are no strangers to the posts, snaps, influencers, advertisements, stories and hashtags that dominate these platforms. And how could these young renters not be well versed in the art of social media? They have grown up in the age of smartphones, tablets and computers. In fact, 95% of Gen Zers use a social media app or website at least once a week, while 33% claim they spend most of their time outside of work or school on social media. It’s important to grasp the prominent role social media plays in the lives of Gen Z so you can attract these young renters. After asking over 10,000 members of Gen Z to name their top 3 social media channels, REACH by RentCafe found that those most often chosen included Instagram (46%), Facebook (43%), YouTube (39%), TikTok (33%) and Snapchat (30%).Interestingly, this data informs marketers about what exactly Gen Zers are doing while on social media. Most of these platforms center around videos, meaning that Gen Z is spending a great deal of time seeking entertainment. In a survey, Gen Zers identified the three things they felt most connected with while using social media: entertainment, their friends and the world. Reaching Gen Z on social media So how can you attract Gen Zers using social media? We have a few tips to help you out: Use storiesDid you know that Instagram alone has...

Smart home technology is our new reality. We’ve gone from remotely controlled lightbulbs to a whole universe of interconnected home goods that can be controlled from a phone. Smart home automation saves time and increases efficiency, improving resource management and security for both property management teams and residents. Renters in many markets are seeking out smart apartments, often willing to pay more for units with the right smart home tech. While smart home technology may seem like a simple appliance upgrade, it often offers data resources that have the potential to transform your business. Property managers use smart home tech to mitigate risk and get real-time insights that can ultimately streamline processes and improve sustainability at their communities.  We asked over 16,000 renters about smart home technology and their preferences in a survey on RentCafe.com. Although the technology is still relatively new, a full 48% of respondents said that smart home technology was somewhat to very important to them. Here is what we found. What today’s renters are looking for Many renters are beginning to consider smart home technology a necessity more than a luxury. Some features that are more important to them than others — including smart thermostats, automated lighting features, alarm/security systems and smart locks. While many of these features are for renters’ convenience, it is also for their security and safety. In our smart home survey, we asked respondents which features they desired most, allowing them to choose more than one option. Of the 16,590 responses, 35% wanted security cameras, 22% wanted digital thermostats, 18% wanted keyless access locks, 15% wanted motion or leak sensors and 10% wanted wireless lighting control. Worth noting, according to a 2021 study by Assurant, 47% of prospective renters say that smart home technology increases their...

The tech-savvy members of Gen Z are no strangers to browsing and shopping online. As a generation with high expectations, ratings and reviews are a large part of their online buying process. But just having ratings and reviews isn’t enough to win their business. You have to be strategic if you want to stand out from the competition. REACH by RentCafe is digging into how Gen Zers use ratings and reviews. This information will help you figure out how to achieve glowing ratings from your young renters. Why are reviews important? Before jumping into how Gen Zers use ratings and reviews, it’s important to first understand just how essential this aspect of your business is. For one, reviews help potential customers gauge an item or service’s quality while simultaneously informing your business about what works and what could be done differently. Additionally, reviews improve your search rankings. Did you know that, without them, there’s no chance of showing up in the Google local pack? Lastly, and perhaps most importantly, reviews increase the likelihood of conversion, and isn’t that the goal of your digital marketing strategy? Ratings and reviews inspire customers to reach out to you, increasing the probability of them converting. RentCafe.com conducted a study of all the apartment search journeys that resulted in a lease and found that ratings and reviews were one of the top three features that lead to conversions. When you’re looking to draw in Gen Z renters, ratings and reviews are a critical part of the marketing process. How do Gen Zers use ratings and reviews? As part of a survey series with more than 10,000 Gen Z participants, 65% of Gen Zers say they consider ratings and reviews always or most of the time when searching online. This...

After first getting to know Gen Z, the team at REACH by RentCafe investigated how this tech-savvy generation searches online so that you can learn the best way to attract these young renters. Gen Zers have developed specific search and viewing habits For a generation that has grown up glued to computers, phones and tablets, Gen Zers have had years to cultivate their online search habits. In a series of 36 video interviews with members of Gen Z, REACH by RentCafe found that participants tended to start their search on Google, and often used long-tail search phrases, averaging 4.9 words per search. This is higher than the overall average of 4.2 words. Additionally, Gen Z tends to favor key words such as “Best,” “Cheap” and “How to” when searching online. Members of Gen Z also spend a lot of their time online watching videos, and they have specific preferences when it comes to which type of clips they like to watch. In a survey of over 10,000 Gen Zers published on rentcafe.com, 69% said they preferred a combination of user-created and professionally produced videos. This generation has come of age online, and as these renters enter adulthood, it’s clear that they are not only fully equipped to navigate the internet, but they’ve also developed a specific way of doing so. Gen Z attention span < goldfish attention span Did you know that with an estimated attention span of just 8 seconds Gen Zers are even less alert than their millennial counterparts (12 seconds) and, yes, goldfish (9 seconds)? In one video interview from the series, Gen Z member Keona spoke about how, when searching online for restaurants, thousands of results could be “overwhelming.” She continued, “I have a very short attention span, and I...

Step aside millennials, the largest generation ever is ready to rent. The oldest members of Gen Z will ring in their 25th birthdays this year, and this tech-savvy group is quickly becoming the fastest growing renter demographic. Coming of age in the era of smart phones and social media, Gen Zers are highly skilled and have even higher expectations compared to previous generations. By now, you probably know the basics about Gen Z, but as the up-and-coming generation of renters, it’s critical to dig deeper. To appeal to these “digital natives,” you must first understand their habits, values and lifestyles. Lucky for you, REACH by RentCafe is taking a closer look at Gen Z characteristics and will be sharing its research data with you in a series of infographics. But first, let’s understand who exactly these Gen Zers are. Gen Z’s top 3 characteristics Gen Z is made up of independent and entrepreneurial thinkersMost Gen Zers were raised by members of Gen X. As parents, Gen X tend to favor autonomy and entrepreneurialism, values they have passed on to their children. Members of Gen Z celebrate their independence and ability to express themselves, and they don’t have the perception that things will just go their way. They aspire to become leaders, and 41% plan to become entrepreneurs. More than others, this young generation seeks to create success instead of expecting it. Gen Z values diversity and societal changeWhile Gen Z is the largest generation yet — roughly amounting to 2.46 billion people in 2019 — it is also the most diverse. According to the Pew Research Center, in the US, 52% of Gen Zers are non-Hispanic white, 25% are Hispanic, 14% are Black, 6% are Asian and 5% are other.They’ve also experienced and embraced...

For more than 35 years, Westcorp Property Management Inc. has focused on spaces and places that bring out the best in people. It creates, invests in and manages residential, commercial, hotel and mixed use properties. The company is based in Canada and has properties both in Canada and the U.S. It’s no surprise that a portfolio of this size and diversity relies on technology to help its prospects, tenants and team be successful. Recently we had the chance to speak with Uryelle Dimailig, Marketing Manager at Westcorp, about some of the tools and strategies the company uses to support its residential properties. Keep reading to find out what makes a strong marketing and leasing strategy, how to get the most out of it and who else can benefit from these tactics. If you are currently advocating for any kind of marketing technology at your property management business, this interview is a must-read! What elements are critical to a strong marketing and leasing strategy for residential properties? Digital marketing is important. You have to keep up with how consumer search behaviour is changing. Five years ago, we could put everything on the ILS and get leads that converted. Now, it’s much more competitive and your apartment listings don’t get much exposure on ILSs unless you pay to promote your listings on them. An opportunity that is often misunderstood is that those ILS dollars can be the same investment as a PPC campaign. We’ve found that building a digital leasing presence through property websites, SEO and social media brings in more leads. For us, a RentCafe website is an essential marketing and leasing tool. Because it’s integrated with our Yardi Voyager database, our website can show renters accurate availability, current rates, floor plans and all the...