along with a list of amenities. However, poten-
tial residents will be more amenable to your
property as their search continues because you
provided information that was useful. You em-
powered them to make strong decisions. This is
the key to finding digital marketing success for
apartments.
Finding the Right Digital
Marketing Approach
It’s not enough to know that the marketing
world has changed or that you need a digital
presence. You must also make the conscious
choice to change your methods if you want to
find continued success. This comes down to
researching and finding the right strategy and
executing it.
First and foremost, identify your resident
persona. Do they skew younger or older? Are
they single young professionals or families?
Where are they most likely to spend their time,
both in person and online? By putting together
these resident personas, you can determine where
and how to focus your marketing time and re-
sources. For younger residents, invest some time
into a strong social media strategy and write
blogs about the coolest happenings around your
space. For older crowds, focus on more family-
oriented factors such as safety, walkability and
quality of life.
Old and stagnant marketing approaches are
long gone for the multifamily space. With a
saturated market, it’s important to focus on dy-
namic digital campaigns to help you find lease-
FLAGS
BY
SUSAN
up success. Only in understanding and catering
to your demographic in this way can you see true
digital marketing success.
Cyndi Oaxaca is a Content
Strategist for Criterion.B an
agency focused on branding and
inbound marketing for the
commercial real estate and
multifamily housing industry.
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OCTOBER 2017 • TRENDS | 35