Adding some joy into your multifamily marketing efforts
We know, that headline might feel a bit like a TV ad trying to convince you that cleaning toilets is fun. Hear us out, though. Your multifamily marketing can actually embrace and include fun – for you and your residents.
Here are some tips to help you get out of that mid-year marketing slump and maybe even enjoy your outreach efforts a bit more:
First, connect with your fun people
We suspect that, if marketing feels like a chore and zero fun, you have likely made it a dry line item on a spreadsheet rather than a living, breathing part of your daily operations. Right? We know because we have seen it all too often. That’s what happens when bottom-line numbers become more pressing than people.
Ok, now look around the room at your next team meeting. Julia is fun. Miles has personality for days. Jude understands Instagram trends better than your teen niece. (We made up the names, but you know you have these people on your team. Admit it.)
Now, think about how you can bring out more of your team’s human side in each interaction. Multifamily Collective recommends what it calls a “human-centered huddle”:
“In an industry as people-driven as multifamily, genuine connection drives success. Residents feel the ripple effect when on-site teams are unified and motivated. Team members who feel heard and valued are more likely to exceed expectations and foster lasting resident relationships.”
You want that ripple effect: Engaged team members making residents feel valued and happy and, ultimately, elevating the experience for everyone. So, start picking your team members’ brains for feedback, insights and new ideas for how to reach existing and prospective residents.
Then invite others to the party
Now, pay attention to the residents who take the time to chat with you in the lobby, or the ones you can count on to enjoy every amenity and show up to all the events. I bet you can name your top 5 resident fans without thinking right now.
According to Kipsu, a resident feedback company, residents respond to a more personal and fun touch:
“Building strong, personalized relationships with residents emerges as a key component of redefining the feedback process…Meaningful interactions and one-on-one engagements through mediums like text messaging provide property managers a deeper understanding of individual needs and preferences. This resident-centric approach fosters a sense of community and trust…”
These folks will surprise you with their insightful feedback and suggestions, and you can even find fun ways of encouraging them to share their thoughts. (More on that later.)
Use the information wisely
Don’t expect your leasing team and residents to craft a complete marketing plan for you. That’s not the idea. What you want is fresh energy and new ideas from the people who actually live and work in your community.
These ideas will help you infuse your more formal branding and marketing strategies with a healthy dose of fun. Keep in mind that this fun serves an important purpose: creating human connection and emotional responses that lead to lease renewals and new leases.
So, yeah, keep that yawn-inducing line item on the spreadsheet, but remember that even fun strategies can help that number move.
Now have some fun
OK, what does it mean to make marketing fun? A few, tip-of-the-iceberg ideas:
- Short-form, candid video. Think 30-second spots showcasing fun events and fun people. The less polished, the better. Keep it casual.
- Resident contests. Have residents post photos and videos of life in your community with a unique hashtag. Offer a fun party and prizes to wrap up the campaign.
- Neighborhood spotlights. Encourage residents to learn more about the surrounding area with interactive social media quizzes and trivia.
- Go behind the scenes. Get your team in on the act and create day-in-the-life content that shows off your awesome resident service.
- Activate your common spaces. Interactive games, art, activities and more can help residents connect more deeply with your community. Be sure to take and share photos!
- Memorable moments. Branded treats and giveaways can help prospective residents remember you. Keep it fun and on-brand.
- Resident hub content. Make it a point to update your resident hub with fun, helpful features. Yes, you need a maintenance request form there, but please add some fun as well.
- Take it to the streets. Create a game or interactive experience for a local craft fair or other neighborhood event. Remember to give away awesome swag and collect leads.
Does this list spark any additional ideas for you, especially as you think specifically about your team members’ unique strengths and talents?
Seek help
Finally, an outside perspective and expertise can help you and your team bring the fun to life. Collaborating with an outsourced marketing team can help bring it all together. Plus, it frees you from the burden of the more labor-intensive parts of creating a successful multifamily marketing plan. Your external marketing team can execute the entire plan from branding (design, colors, messages) to specific marketing tactics.
Ready to lighten your multifamily marketing load? Reach out to learn more about our team and our collaborative approach to design, branding and marketing that brings the fun back to the process.
