Why multifamily community building pays off
Hello (almost) summer! Vacations, cookouts and days in the sun beckon. While many of us dream about getting away from it all (ahh, Aruba, someday), have you thought about how to bring that sense of summertime fun to your multifamily community?
Community building helps bring your multifamily residents closer to each other – and closer to your brand. Yep, your brand is in a relationship, and it needs TLC.
First, the language
Too often, when we set out to reach our target customers, we think only in terms of the product and features we have to sell. Our goal: attract new customers and earn more money. For multifamily properties, that might translate into phrases like:
- Two-bedroom apartment with updated kitchen
- On-site pool and five outdoor grills
- 24-hour fitness center
Take a look at your own marketing materials and website and see if you can find other, similar phrases. These phrases offer facts about your offering, but they stay in the product-focused realm.
Now let’s look at some marketing phrases that flip the focus to your potential residents:
- Live in your rhythm
- Your sanctuary awaits
- Everything within reach
Yes, you will still find a nice, two-bedroom apartment with a great kitchen and an on-site pool, but these phrases promise so much more: movement, dance, comfort, calm, ease and convenience. These are among the emotional needs that your renters really want to fulfill when they find the perfect apartment. It’s about the apartment, yes, but the space itself only scratches the surface of what they really need and want.
(These examples all come from our clients, by the way, including: Amara Spring Valley, Lucent Scottsdale, and Santana Terrace)
Then make connections
Starting with the language gives us a great foundation for crafting a brand, message and, ultimately, an experience that sets your property apart from the competition.
As you begin to learn what your residents really want and need to feel like your community is home, you can deliver on that with thoughtful communication and community-building moments.
Once the basics are met – a unit with the space and features to meet their lifestyle needs, safe and comfortable common spaces, and on-site amenities that make them want to come home – you can take it to the next level with community building. Meeting residents’ human relational needs can go a long way toward encouraging them to stay, happily, for years.
So, what does that look like? Here are a few community-building ideas, from simple moments to more involved events and programs:
- Places that encourage mingling. A coffee bar or game lounge are simple additions that can help neighbors meet and feel connected.
- Welcome wagon. A tin of cookies and a welcome note from your team, or even fellow residents, can help break the ice.
- Yappy hour. Pets bring people together with ease, and you can help foster pet parent mingling by hosting events that include Buster and Peaches.
- Bring-an-appetizer pool party. Have residents bring their own appetizers to the pool deck while you supply the signature cocktail.
- Talent share. Each resident has unique skills to share: bike repair, cooking, languages, makeup application – survey your residents to see what they have to offer to neighbors and organize events accordingly.
- Interest groups. Have a hiking/biking trail nearby, or is your area known as a foodie hotspot? Help residents who enjoy similar interests find each other and explore the neighborhood together.
Whatever you choose, make sure you highlight these community-building efforts in your branding and marketing.
Bring the vacation home
Everyone needs a respite from work, the news and the general stressors of life. Travel offers that opportunity for many people, but what’s preventing you from giving them some fun staycation options right at home?
Think about your favorite memories from your last trip and think about how you can recreate elements of those moments at your property:
- Resort party. Resorts have a knack for creating special moments. A beachside BBQ might look more like a crawfish boil by the pool, but a little creativity can help it feel special for residents.
- Museum tour. If your neighborhood is known for its art scene, host a gallery night with up-and-coming local artists or create an interactive arts experience in your lobby.
- A killer concert. Ok, Pearl Jam might not want to perform in your courtyard – wah!, but local music nights can create a fun and memorable experience on your rooftop deck.
- Night market. Trying street food and finding unique handmade art features in many people’s travel plans. Create a mini market outside where residents can taste, shop and mingle.
Think about your community spaces and how you can activate them in a new way. Tap into your on-site team to ask for ideas and to use their unique strengths in creating memorable staycation events.
Final thoughts
Building community offers a number of benefits for your residents. As this consumer trends site notes:
“Community events are more than just fun gatherings; they are vital for building social cohesion. When people come together to celebrate, participate, or simply enjoy an event, they forge connections that might not happen otherwise. These events provide a relaxed environment where individuals can meet new people, bond over shared interests, and strengthen existing relationships.
One of the key social impacts of community events is the creation of a sense of belonging. When residents feel part of a community, they are more likely to engage in local activities and contribute to the well-being of their neighborhood. This sense of belonging fosters mutual support and cooperation among community members, which is essential for a thriving local environment.“
That sense of belonging and social cohesion also benefits your multifamily community by encouraging a deeper resident relationship with your brand. Happy residents become loyal residents who, in turn, recruit their friends to join the party. It’s a win for everyone.
Looking for ways to communicate your unique multifamily experience and to connect with renters on a deeper level? Reach out to us to learn more about our team’s collaborative approach to multifamily branding, marketing, design and resident experience.
