Digital marketing is and always will be evolving with the latest tech and innovative tools. No business in today’s world can survive long term without an active digital marketing plan. What does that look like for property management companies and multifamily communities?
Daniel Paulino, VP of Digital Marketing at Bozzuto, sat down with Muhammad Yasin, our EVP of Marketing, to take a deep dive into the world of digital marketing for mutlifamiy communities. From how to invest your digital dollars wisely, to how to help integrate tools that help the onsite teams, there’s a lot digital marketing can do for multifamily properties.
During this Sofa Seminar, they chatted through a wide range of topics including:
- The Prospect’s Journey
- Apartment Websites
- Investing in your Tech Stack
- Using Metrics to Measure Value
When it came to advice on how to look at your digital marketing efforts, Paulino said, “Bottom line there’s two main driving points that are extremely important; what does the prospect need and how is your business addressing that.”
Stand Out from the Crowd
Paulino noted how many prospects begin their journey on an ILS before getting to your property’s website. This means that they know a lot about pricing and amenities but they don’t know your property’s story. Your website should showcase who you are and what makes you different from other properties.
“Consumers have an obsession these days with floor plans,” Paulino continued to say. Your website needs to have high quality and informative floor plans. Whether they are 2D or 3D, interactive floorplans keep prospects interested and according to Paulino, he’s seen an increase in time spent on property websites that have quality floor plans.
He also made sure to emphasize that when you look at your tech stack and each individual tool, you can’t just look at one metric. Look at the prospect’s journey, what tools they interacted with and the data that was collected from them. While you need to look at multiple metrics, the most important data point Paulino wants multifamily communities to look at is the lead to lease conversion rate.
The chat between these two brilliant digital marketers is one to look back on for advice when you’re in a marketing rut and to make your properties stand out from the rest of the crowd.