Market multifamily using emotion to connect with renters
The search for a new home marks important life transitions for most renters, so using emotion to market multifamily will reach people on a deeper level.
As your prospective multifamily residents search for a place to start a new chapter, they want a haven and a space where they can make lasting memories. For multifamily property managers, understanding the emotional drivers behind renters’ decisions should underscore any successful marketing strategy.
Start with the data
As the Zillow Consumer Housing Trends Report revealed:
“Overall, 71% of renters say that a life event influenced their decision to move to a new rental: The most common reason renters cite for moving is a change in their household or family size (35%), followed by a new job or job transfer (33%) and working remotely more often (29%). About 39% say that a rent increase impacted their decision.”
An October 2024 update expands on that data to show that 35% of households currently rent their homes.
This isn’t just about square footage; it’s about finding a place that resonates with their current needs and future aspirations. By tapping into these emotions, property managers can transform their marketing strategies from transactional to truly impactful.
Now think about what the data doesn’t say
Now, here’s where we let you in on our secret sauce in multifamily marketing: The data can’t come close to telling the whole story. “Thirty-percent this, 82% that” means nothing if you don’t have a more human-centered picture of the people who choose your community over others nearby.
We’re guessing that you would rather be seen as more than just a number or a “target market.” Right? Same goes for your residents and potential renters. You can start with the data, but you won’t effectively reach anyone if you stay there.
Now, think about what it means when you or someone you know:
- Loses a job
- Starts a new job in a new place
- Begins working from home more
- Goes back to the office
- Marries
- Divorces
- Has a child
- Adopts a pet
- Follows a dream in a new city
- Leaves friends and family behind
- Starts to explore new places and new dreams
Each of these events carries a unique set of emotions. A growing family might experience excitement mixed with the stress of needing more space. A new job in a different city can bring anticipation and anxiety about starting afresh. The shift to remote work can evoke a desire for a dedicated home office and a more comfortable living environment.
These emotions hold the key to unlocking deeper connections with potential renters. Instead of simply listing amenities, multifamily marketing should tell a compelling story with the resident written as the hero.
Telling an emotional story
Your branding and marketing story should paint a picture of how your property can meet not just practical needs, but emotional ones.
Consider these examples:
- Growing family. Highlight your property’s family-friendly features, such as spacious layouts, on-site playgrounds and proximity to good schools. The messaging should focus on creating a nurturing environment where families can thrive. Instead of just saying “two-bedroom apartment,” describe it as “a place where your family can grow and create lasting memories.”
- Divorce or empty-nest transition. Focus on how your property fosters freedom combined with a sense of community. While people experiencing these life transitions might feel a sense of sadness and loss, their new multifamily community can offer a fresh and unencumbered start.
- New job/job transfer. For those relocating for work, emphasize the convenience of the location, access to transportation and nearby amenities like restaurants and gyms. The message should resonate with the desire for a smooth transition and a balanced lifestyle. Highlight the community aspect, suggesting that this is a place where they can quickly feel at home in a new city.
- Remote work. Showcase properties with dedicated workspaces, reliable wifi and comfortable common areas. The marketing should appeal to the need for a comfortable work-from-home experience. Emphasize features that separate work and personal life, helping renters maintain a healthy balance. Perhaps a quiet balcony overlooking a courtyard becomes a selling point for a mid-day refresh.
- Value. For those seeking better value, highlight your value proposition, demonstrating how renters can get more for their money. Transparency is key here; clearly outline all costs and fees to build trust.
For any life change, think about the renters’ deeper needs and how your property makes their lives easier in the process. Sit down with your team and gather recent stories about new residents’ life transitions and then brainstorm how your community met an emotional need.
Connecting on a human level
Effective marketing goes beyond glossy brochures and virtual tours. It requires genuine connection and understanding. Work with your team to help them develop awareness of residents’ deeper needs.
For example:
- Active listening. Encourage team members to truly listen to potential renters. Ask open-ended questions about their lifestyle, priorities and what they’re looking for in a home.
- Personalized tours. Tailor property tours to the individual renter’s needs. Highlight features that are relevant to their specific situation. If a renter mentions they work from home, spend extra time showcasing the dedicated workspace.
- Community-building. Create a sense of community within the property. Organize resident events, create online forums and foster a welcoming atmosphere. A strong sense of community can be a significant draw for renters seeking connection and belonging.
- Emotional storytelling. Use storytelling in marketing materials to connect with renters on an emotional level. Share stories of current residents who have found a happy home in the community. Showcase the positive experiences of living in the property.
- Leverage digital platforms. Use your social media channels to share engaging content that resonates with different renter lifestyles. Create targeted ads that speak to the specific needs of different life stages. Use high-quality, emotionally driven photos and videos that capture the essence of the multifamily community and neighborhood.
In today’s competitive rental market, you must understand the emotional needs of your residents and potential renters. By shifting the focus from features to feelings, multifamily property managers can create marketing campaigns that truly resonate.
Create a sense of belonging, a feeling of security and the promise of a place where people can relax and celebrate life’s milestones. When renters feel understood and valued, they’re more likely to choose your property as their safe place to land.
Looking for a way to connect more deeply with your renters through thoughtful multifamily branding and strategic marketing? Reach out to us for a complimentary discovery call. We would love to collaborate with you on developing a unique and compelling brand story.
