Apartment Content Marketing: The Cheat Sheet
While there are some parts of digital marketing that are important to hit consistently for a property manager, there are aspects of your apartment marketing that can be more fun and creative. However, there’s one thing you always need to get right: your content. It is the cornerstone to the success of your campaigns and marketing efforts and it can send a powerful message about who you are as a business and how your audience can connect with that. In this comprehensive guide, you will learn to master your apartment content marketing by connecting it with three different elements of your digital strategy.
SEO (search engine optimization) is a vital part of every business’s digital marketing efforts. In fact, there are SEO strategy agencies out there that specialize in getting your business more online visibility and ranking higher on the results page. But how can you strengthen your apartment SEO by using the right content?
For starters, identify the keywords and phrases your prospects are using when they search for apartments. You can then create copy on your website, social media, and in your apartment advertising that includes these keywords. Whenever you write anything for your website, keeping these keywords in mind is a great way to get you ranked higher up in organic searches without having to pay a lot for ad space.
Apartment marketers need to keep SEO in mind because the content on their websites needs to target online prospects properly and follow search engine best practices so the right prospects land on your pages when they do a relevant search. Using keywords in your ads is a great way to use SEO tactics within your apartment content marketing and one of the more effective ways to advertise apartments for rent . This is also a great way to marry SEO and PPC marketing in your digital efforts. Focusing on both paid and organic searches will help you in the long term with keeping your search rankings high. You can learn more about how these two approaches work in the following article:
We’ve written a few blogs already about outreach marketing ideas for apartments, apartment marketing ideas for summer, creative apartment ads and luxury apartment advertising, but how can you tie those into your apartment content marketing?
Multi-family outreach marketing can include email marketing and follow-up through text message cadences too. AI Leasing Assistants can help when it comes to email and text follow-up so that onsite teams can focus on qualified leads. PERQ’s AI Assistant goes further by using your brand colors and brand voice in the follow-up messaging. This helps make all your content cohesive and sound like it is all coming from your property and not a robot.
Other outreach marketing ideas for apartments include events with the local community and businesses. These kinds of events are great for having a backlog of content for your socials. With the summer season ahead of us, you can host pop-ups outside of your property. Local shops can set up their own table and sell their goods. You can also host donation drives for local shelters and nonprofit organizations. Events are not only great for resident retention but it also is a great way to gather content for your website and social media that is more community-centered and shows what life is like living in your property.
From Instagram to Facebook and now even TikTok, social platforms are where content creators can really get the word out there about different brands and companies. This is an area where your property can really outshine the competition and get in front of prospects in a more fun way.
Apartment social media marketing hits more on the emotional aspect of renting instead of the financial. Your multifamily property will be someone’s home for either themselves, their family, or their pets.
You can post photos of the units and the overall properties on these pages, but it’s more fun and engaging to post about the resident events you put on, meet members of the staff, spotlight residents, or do a pet of the month post as some starter social media post ideas for apartment communities. Social media is a great place to show prospects and residents that your property is a community and that this neighborhood is a great place to call home.
Posting about local businesses and events is also a great way to have content that is still related to life at your property but gives a bigger picture than just the units and amenities. After all, living at your property also means living in the town/city you are located in too. You aren’t just selling your units, you’re selling life in your community too. This is an apartment advertisement example that is unique and caters more to how rental prospects are searching for their next apartment.
Planning out your content with these three areas in mind will boost your apartment content marketing efforts, apartment lease-up strategy, and also make you stand out to online visitors. Content needs to be cohesive and unfortunately, a lot of content on multifamily websites and social pages is kind of all over the place. Creating a schedule of what you are going to post and when can help keep your online presence active. Using SEO and taking lots of photos and videos at events and of the community will give you a base for where you can build your content from.