I’m sure there won’t be much opposition when I say that 2021 gave us its fair share of excitement. We’ve teetered tottered in and out of lockdowns and virtual and in-person worlds too many times to count. Despite the rollercoaster of a journey the past year has been, the need to reach renters where they are has remained consistent. What has fluctuated, though, is the method by which we achieve it.
As we enter into 2022, it’s time to think more critically and strategically, taking heed to what may be coming down the pipeline, especially as it relates to the digital marketing realm. No matter your goals for the upcoming year, here’s what trends are popping up on the digital radar for 2022 and how you can incorporate them into your existing strategy.
1. Interactive content
Users now have a rising desire to own their online experiences and bypass the superfluous details in the process. As a result, moving forward, businesses will need to ensure their online content is engaging and ultimately enhances the user experience–enter interactive content. In 2022, it is anticipated that those companies who incorporate interactive content strategies into their digital marketing will be rewarded with more extended interactions, increased leads, and higher credibility. You’ll want to include tactics that create more valuable customer experiences, like quality and relevant visuals, live chat rooms, interactive tours, and more.
2. Influencer marketing
As new social media tools emerge into the digital space and evolve, the popularity and profitability of influencer marketing continue to grow. In 2022, this trend is expected to expand, with companies looking to amplify their social content by niche-industry influencers who fit their brand. Partnerships will be stronger and more diverse than ever before, with data-driven approaches leading the investments. Multifamily properties can take advantage of influencer marketing and experience great results with increased exposure, higher leads, and more than decent ROI. Before leveraging this trend, properties should first ensure the influencer aligns with the demographic of their target renter and can seamlessly align with the community’s brand.
3. Short-form video
Video has reigned pretty high on the content scale for a while now. Its visual nature tends to revive brands in a new, unique, and captivating way. In this coming year, you’ll see more of a transition from long-form video content. In fact, 89% of global marketers plan to continue investing at the same level or higher on short-form video content this year, with 46% considering it an effective tool. This is likely why such platforms as TikTok, Snapchat, and reels have gained so much growth in such a short period of time. Apartment marketers who have yet to take advantage of short-form content will likely find it a worthwhile investment and a simple, low-effort way to promote their communities in an authentic and attractive way.
4. Virtual reality
Consumers are stepping into virtual reality spaces now more than ever before. Last year, a substantial amount of marketers experimented with the space, and 42% plan to increase investments this year, according to a 2022 Hubspot survey. These computer-generated, life-like environments are readily being adopted by real estate and home brands by way of 360-degree videos. Marketers are using the tools to provide customers with life-like views and experiences into new homes and decorated spaces. And, while equipment limitations had caused many to halt their VR efforts in the past, as more merchandise like VR glasses, headsets and apps burst into the market, this trend is projected to continue to remain on the incline.
5. Keyword optimization
Last but certainly not least, if you haven’t already put substantial effort into a search engine optimization strategy, then you’re already behind. This year will give rise to even greater importance on keyword optimization and SEO. Marketers will need to hone in on their search insights data to devise newer, more effective ways to increase page rankings on Google. This will involve deep-diving into web content, optimizing pages with search-minded keywords, in addition to optimizing videos and images to boost page speed, incorporating alt text, and strategic placement.
Rentbot can help.
What better way to kick off the new year than with a new digital marketing strategy. If you found it challenging to produce results for your property last year, we can help. In addition to designing results-driven turnkey websites for small to mid-sized property owners, we can also help boost your site on Google and optimize your property ads so that its noticed by the right searchers at the right time.
Take advantage of our advanced SEO services and Google Ads packages and increase your traffic, score more qualified leads, and build brand trust among prospective renters. You’ll be joining a Google-certified partner with years of proven experience improving multifamily clients’ SEO-driven traffic. And, what’s better is we know this industry like the back of our hand.
If you’re ready to kickstart the new year with your website as your greatest marketing tool, schedule your free consultation, and we’ll show you how.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.
