The marketing strategy you choose is integral to how successful you’ll be in achieving full occupancy. Leveraging platforms like Instagram and Snapchat in conjunction with your brand’s personal touch can go a long way toward attracting new tenants. But, the key is consistency and to achieve this, you need to get sufficient buy-in from your marketing team.
There are three key methods for attracting new tenants. First, use imagery to help prospects to imagine the lifestyle they can enjoy as one of your residents. Second, incentivize current residents and prospective residents with cash rewards and gift cards. Third, make sure to follow up within 24-48 hours to increase your chances of converting prospects into residents.
- Appealing to a variety of senses through text, photos, videos, and image is an effective way to bring in new residents.
- Make prizes or incentives simple and appealing to wide group of people.
- Follow up with leads frequently to nurture them and increase the likelihood that they’ll convert.
In 2017, we watched multi-million-user platforms such as Instagram and Snapchat revolutionize the way in which we navigate shared social languages and continuously transform them into sustainable, actionable deliverables for businesses. Virtual tours, live videos and 24-hour story clips are likely to reel in large pools of followers and leave lasting impressions on digital users, simultaneously generating brand awareness and peaking interest.
With a landscape rooted in variability, it’s imperative to have a team that understands the importance of a strong social presence and the credibility that stems from active, diverse accounts. With a heavy emphasis on lifestyle imagery and the associative ways in which your property can boost its online persona, your community will inevitably gain leverage as a diverse and well-rounded living experience. Appeal to the senses of your residents through a myriad of mediums: cross-promotional photos at local restaurants; sharing images from residents’ accounts, and documenting stories that detail a ‘day in the life’ at your community are just a few of many ways to appeal to digital audiences. The more prospects who see your contribution to the ‘lifestyle experience,’ the more likely they are to insert themselves into the image you’ve curated.
Both markers at 24 and 48 hours require management to direct the conversation with definitive calls to action. While still drawing from the bank of personal material shared from the prospect on their initial touring day, transitional messaging must present itself with a sense of urgency, promoting an air of exclusivity. Routine follow-ups that paint your agent as a resource desk don’t provide enough allure to push for piqued interest or deeper questions; the agent must take care to curate responses in a way that effectively frames the property as the perfect solution to any inquiry.
Final steps to speak to your new lead include a final push roughly five to seven days after the initial point of contact. This could include a new promotion, personal invitation to an upcoming social event or highlighting upgrades to amenities that differentiate your community from the competition. In bringing the conversation back full circle, you complete the initial follow-up with points of self-interest, demonstrating both strong communication and listening skills that reflect positively on your community.
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