Marketing Multifamily in the Slow Season

https://aprescreative.com/marketing-multifamily-in-the-slow-season/

Why the off months are a great time for marketing multifamily 

At the time of writing this blog, much of the country is coming off of a major cold snap with temperatures below zero in many places – even sunny Las Vegas dipped to the 20s. Brr. These months when we feel more like hibernating than doing, well, anything surprisingly offers a great opportunity for marketing multifamily. 

Offering a warm blanket

Even if your regular branding and marketing lean more toward poolside parties and summer rooftop lounges, sometimes people need a reminder that home equals comfort. 

If – like us here in Denver – January means snow and icy wind, images of a warm fireplace and cozy finishes can reach your target audience on a deep emotional level. “Yes, please,” their nervous systems respond. “Wrap me in that warm blanket.”

Even if your community hasn’t seen snow in a decade, we know you have a rainy or cloudy season that can leave locals longing for a one-way ticket to Aruba. In your case, images of bright interiors and a happy respite from the outdoor doldrums might offer more appeal. 

When you and your team have the urge to hunker down, remember that future residents feel the same way. Show them that your community is the ideal place to do so. 

Year-round marketing

Realtor.com concedes that multifamily marketing becomes more challenging during winter months, but recommends paying attention to key marketing tactics year-round, saying:

“…winter (December, January, and February) is the least popular time to sign a lease since, in many areas, the weather makes moving difficult. This makes the late spring and summer months the ideal time to find new residents. It’s best to approach leasing with the same marketing tactics regardless of the time of year—but simply increase your efforts during slower months. The best way to do this is to implement a mixture of time-sensitive and evergreen marketing tactics.”

Time-sensitive marketing encourages potential renters to act now to take advantage of deals. Evergreen marketing tells your brand story and boosts your marketing channels regardless of season. See below for a few examples of each. 

Winter multifamily marketing ideas

So, how can you reach more potential multifamily residents in the slow season? Start here: 

Go social. Your social media channels offer a visual and interactive place for potential residents to experience your brand and community without changing out of their pajamas. Fill those pages with inviting images of warm, cozy spaces, happy residents and fun-filled events. (Note: The social media landscape is changing; don’t forget to review new social channel opportunities to find the best fit for your community’s brand.)

Incentivize. People need a reason to leave home this time of year. Consider offering limited-time, winter-only deals to create a sense of urgency. 

Update your website. Winter is a great time to refresh your website. Fill your photo gallery with seasonally appropriate images and showcase your resident events prominently. Show people what they’re missing. 

Invest in community partnerships. How can you partner with local businesses and non-profit groups for mutual benefit? Serve as a drop-off location for a food or coat drive, or offer a public tasting event that showcases local restaurants, coffee shops and more. These ideas drive more foot traffic to your location and increase exposure to new potential renters. 

Become a local community expert. Have an email list sitting around doing nothing? Use it. Create monthly newsletters highlighting events and upbeat news in your area. Each view means more exposure for your brand. 

Resident events to build community and boost retention

While apartment tours and leasing activity slow a bit, pay more attention to your current residents. Happy residents become lease renewals, after all, and your team will feel happier with something fun to do. 

According to Rent.com, resident events serve an important purpose

“Resident events go beyond mere social interactions; they significantly contribute to making the living experience positive for apartment residents. Organizing distinctive apartment resident events allows property managers to nurture community spirit, boost tenant satisfaction and, in the long run, raise retention rates. In other words, these apartment resident event ideas not only bring people together but also make them feel valued and connected to their apartment community. One such resident event idea can make a significant difference in the overall atmosphere.”

Here are some ideas to help everyone stave off boredom and blahs during the winter months: 

Mock it up. Many residents plan to extend their dry January experience into the rest of the year. Offer a cocktail-making lesson that includes several interesting mocktail options or host a non-alcoholic beer and spirits tasting. 

Indoor lawn games. Have a summer-themed party in March. Bring on the corn hole, croquet and giant checkers. Play some beach music and serve fun drinks. 

Pet-friendly Valentine’s Day party. Anytime you can include Fifi and Bosco, the better. Offer cookie decorating with human and pet treat options. 

Movie nights. Everyone is staying in and streaming anyway, right? Bring them all together in your lounge for a monthly movie night. Building community is a great way to encourage residents to feel more connected to their neighbors and less likely to move. 

These events foster a deeper sense of belonging, and they make life in your community more fun for everyone. You know your residents best, so flex your creative muscle when thinking about the types of events to offer. 

Does your multifamily marketing strategy need a boost for 2025? Reach out to us for a complimentary discovery call. Multifamily branding and marketing is what we do, and we would love to collaborate with you.

Posted By

Sara Bess