Prep your multifamily brand for the busy season
The scent of blooming flowers and longer days signal the arrival of spring – and, with it, the peak leasing season for multifamily properties. As residents emerge from winter hibernation, they’re looking for fresh starts and new homes. Property managers, now is the time to assess if your multifamily brand is equally ready to bloom.
As your residents begin to declutter their apartments this spring, consider a thorough spring cleaning for your multifamily brand as well. From refreshing your website to ensuring your brand story aligns with current market trends and resonates with your target demographic, a compelling brand experience can attract new renters.
Freshen up
Periodically refreshing and refining your brand can give your property a significant advantage. A clear brand story helps attract qualified leads and fosters resident loyalty.
This Forbes Council writer gives some great advice about how your brand should reflect long-standing organizational values:
“You don’t just create values overnight because you have started a brand-building exercise. The organization’s values are the principles that define your organization’s existence. The values are the bedrock on which the organizational culture is built and the foundation on which the growth of the organization rests. Brands are lived through these values. The brands that do well in the marketplace are well-aligned with their values.”
If you haven’t considered your property’s guiding values, spend time with your team and outside experts to determine which values have held true for years and which ones you want to express more. Then let those values help guide your multifamily brand refresh.
Think of your brand as a garden: It requires consistent nurturing and occasional pruning to thrive. Neglecting your brand means the risk of losing valuable opportunities to engage potential residents.
Humanize everything
Remember that your target audience consists of real people with real needs. No longer simple consumers, today’s buyers (your renters) want to connect with a brand on a deeper level. They want a place to call home and a community experience that reflects their lifestyle and unique needs.
So, as you approach your online and offline presence, consider where your brand lands on a human level. Data has a place, but your success metrics should go beyond the page of numbers.
As this MultiHousing News piece highlights, multifamily marketing requires a more humanized, storytelling approach:
“Storytelling is a powerful tool in multifamily marketing because it humanizes your brand and creates an emotional connection with your audience. Rather than just listing amenities, you can tell the story of how your property enhances the lives of its residents and share testimonials that highlight the community spirit and unique benefits of living on your property. Additionally, sometimes storytelling blends well with a multi-channel approach, enhancing the brand experience and creating a meaningful connection with potential renters…”
A user-friendly website, engaging marketing and social media content, and in-person experiences all help support that all-important relationship with your potential and existing residents. Working on a human-forward brand demonstrates a commitment to resident satisfaction and builds trust with potential renters.
Multifamily marketing spring cleaning checklist
To help you get started, here’s a starter checklist to revitalize your multifamily brand:
- Audit online presence for accuracy and appeal. Review website, social media and listings for consistency, brand voice and visual impact.
- Analyze current marketing effectiveness. Evaluate past campaigns and identify areas for improvement using key performance indicators.
- Refine target audience profiles. Update resident personas to match current market demographics and preferences.
- Update brand messaging to reflect unique value. Ensure your brand story resonates with your target audience and highlights lifestyle needs.
- Optimize digital marketing efforts for visibility. Leverage SEO, social media and paid advertising to reach potential residents.
- Enhance visual content. Invest in photography, videography, interactive brochures and virtual tours to showcase the property.
- Streamline the leasing process for renter ease. Improve online applications, inquiry responses and tour options.
- Boost resident engagement with community-building efforts. Host events, encourage social media sharing and implement referral programs.
- Review and respond promptly to online feedback. Address reviews to improve satisfaction and build trust.
- Implement a consistent brand experience across platforms. Ensure all materials reflect the property’s brand identity and train staff accordingly.
By completing this checklist, you can ensure that your multifamily brand is ready to capitalize on the busy leasing season. Creating a compelling brand experience attracts and retains residents, drives occupancy rates and maximizes profitability.
When to seek help
Notice we didn’t label the checklist “simple.” Just like it takes some extra effort to pull out your refrigerator and couches for a deep spring cleaning, a brand refresh takes a little effort. (Dust bunnies aren’t as cute as their name, right?)
If you find yourself stretched thin as you juggle daily operations, branding and marketing often take a back seat. Partnering with a marketing design firm can help provide more balance in terms of time and creativity. A skilled marketing team offers expertise and a fresh perspective.
By outsourcing, you gain access to a team of professionals who stay ahead of the latest marketing trends and technologies. They understand the emotional needs of potential renters and can craft compelling brand narratives to reach them. Combined with visually stunning design, they apply branding and marketing strategies that drive results.
A dedicated firm ensures consistency across all platforms, strengthening your brand’s presence and appeal. In addition, a marketing design firm provides objective insights and strategic guidance. This partnership not only saves time and resources but also maximizes your marketing ROI, ultimately leading to increased occupancy and resident satisfaction.
By embracing a proactive approach, you can ensure that your brand remains relevant and competitive. Start with a spring cleaning and continue to tend to your brand story year-round.
Ready to dive in? Reach out to us for a complimentary discovery call. We specialize in multifamily design, branding and marketing, and we have a deep understanding of what resonates with potential renters.
