5 marketing ideas

From Apartmentalize 2019

By Leah Etling on Jun 25, 2019 in Events, Marketing

Apartmentalize 2019 features famous speakers – including Mindy Kaling and Laila Ali as the 2019 event’s closing address. But only one session had people camped out on the floor: that of the Apartment All Stars, a spirited group of four well-known apartment marketing consultants who shared the fun and creative marketing strategies they’ve recently observed nationwide.

Working with a variety of multifamily clients with unique market conditions and challenges, here’s a quick list of fun apartment marketing ideas shared by Lisa Trosien, Toni Blake and Jackie Ramstedt. Kate Good, the fourth All Star, acted as moderator for the event.

“This business is full of heart, and our humanity is our greatest amenity,” Blake said. For the crowd of leasing, management and operations professionals, there couldn’t have been a better reinforcement of their work’s value.

Here are some creative ways that America’s apartments are attracting new residents in 2019:

• Pop culture themed marketing events. One community that Trosien worked with hosted a play on the hit HBO show Game of Thrones called “Game of Homes.” A combination of an apartment tour and an escape room challenge, prospects flooded to the property for something unique based on their favorite show. If you made it out of the “escape room,” your reward was a discount on move in fees. A large bump in leads and leases signed was the result of the event.
• Celebrating the character of your company. Multifamily managers and operators are known for their volunteerism and community-focused nature. Tell your residents! “We need to take the best part of the apartment industry, which is US, and make it a part of our marketing,” Blake said.
• Unique amenities focused on resident convenience. Trosien’s daughter lives in an East Coast property managed by Yardi client Bozzuto that offers residents the option of ordering fresh bread for delivery from a local bakery each week and pie delivery on Thanksgiving. “The industry is moving in a resident focused direction with amenities. That’s going to increase our leads and our leases,” she said.
• Embrace those furry “children.” For pet friendly properties, catering to the four-legged members of the household can lead to loyalty and retention. Are you sending a birthday card to your dog and cat residents? Americans spend $70 billion a year on their pets – if Fluffy and Fido love your community, so do your residents.
• Involve your residents in volunteer activities. Ramstedt suggested hosting events to create veterans care packages, which can be donated locally or shipped overseas, to encourage residents to get to know one another and be a force for good. The stronger your sense of community, the more likely your residents are likely to stay long term.

Apartmentalize concluded on Friday afternoon. Revisit our coverage of Day 1 and Day 2 of this dynamic multifamily event.