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Get Ready for ’18

9 Marketing Tips

By on Dec 26, 2017 in Marketing

The winter months signal a slow down throughout the multifamily industry. For marketers and site staff, however, the slow season is a great opportunity to get ahead for the spring.

Below are 9 tips for a productive winter that will jumpstart your spring.

Marketing Refresh

  1. Collaborate with sales and operations. The slow season is the perfect time for marketers to strategize with other departments. Assure that your spring goals have the budget to support them. Share insights that you’ve received from residents’ surveys, prospect feedback, and other sources that may influence changes at the properties. Now is the time to mention any needed site updates or value-add software for residents and staff.
  2. Maintain your online presence. All leases come to an end. When they do, you want to be on the forefront of prospects’ minds. Even if you dial back on spend, maintain a strong presence on your highest quality lead sources. Yardi RentCafe makes it easy to manage your marketing spend while optimizing your exposure.
  3. Get a head start on your spring campaigns. The early bird gets the worm, so don’t wait until the snow melts to plan your local campaigns. Use the quiet times in the office to brainstorm new ideas.
  4. Create a content calendar for the blog and social media. Impromptu posting is a great way to take advantage of relevant, timely material. Content calendars, however, ensure that you always have a plan for keeping your social media up-to-date. RENTCafé makes it easy to create and schedule posts to your blog and social media platforms.

Resident Retention

  1. Build loyalty with residents. With fewer prospects consuming your time, take this opportunity to pamper your existing residents and build loyalty. Issue resident surveys to understand what residents love about your property—and what can be improved.
  2. Save leases in limbo. You may also check in on your most popular review sites for concerned residents. Ideally, you addressed those concerns when they were fresh. If not, let residents know that their voices are being heard and you’re prepared to take action where possible. You proactive measures may turn a lease termination into a renewal.
  3. Show residents appreciation. Plan ahead for customer appreciation events. Early planning offers more venue and catering options as well as ample opportunities to advertise events to the residents.

Lead Management

  1. Follow-up with old leads. If they haven’t found a place, you’re in luck. If they have (or if they are unhappy) your efforts will bring your property back into prospects’ minds when it is time for lease renewals.
  2. Update your lead management software. If you’re missing calls, you’re missing opportunities. To ensure that you’re getting the most out of every opportunity, explore lead management services. Yardi RENTCafé Connect eliminates missed leasing opportunities and prioritizes leads from sources that are most likely to convert.

What are a few of your favorite winter activities to prepare for a more productive spring?