Despite all of the shake-ups, trials, and tribulations this year has brought forth, one fact remains the same–the multifamily industry has been forever changed. Multifamily marketing in 2020 looked a lot different than its seemingly insipid predecessors. When a worldwide pandemic struck the world and stalled paychecks, induced hesitations, and forced renters to remain in place, many properties were left to bid adieu to the basics and alter their marketing game two- and three-fold, just to land new tenants.
Despite the countless challenges encountered, many were able to find success, thanks to a few slight enhancements and adjustments to technology, priorities, and, most importantly, communication. Here is a recap of the top marketing trends that impacted the multifamily industry in 2020 and will likely continue to make waves in 2021.
1. Google Ads
With more residents quarantined inside of their homes, many filled their time online. To no surprise, Google Ads was a clear performer this year. With its unmatched capabilities to serve up digital ads to unique audiences within one’s region, Google Ads has aided multifamily properties in their journey to increase visibility and foster leads in a cost-effective manner. If your property is on the fence about incorporating Google Ads into your marketing repertoire in the New Year, check out our post, here.
2. Virtual leasing
As the regulations surrounding the pandemic continued to evolve, properties turned to other solutions to fill vacancies–introducing: virtual leasing. With many leasing offices forced to close for months to reduce in-person contact, many turned to other platforms to conduct live tours for relocating prospects. From social media lives to dedicated video platforms, properties found overwhelming success with virtual leasing. In addition to freeing up time for leasing agents, prospective renters enjoyed the minimal contact and increased flexibility, particularly in regards to scheduling. This particular trend is projected to stay for the long-haul, so properties should be prepared to have the flexibility to connect with residents in multiple ways–both in-person and online.
3. SEO
Many properties used the pandemic to optimize their websites and landing pages for SEO. Those who made the time investment to understand and incorporate strategic keywords throughout their website noticed improved site placement and higher organic traffic and will continue to see elevated positioning in the SERPs as time progresses, as the impacts of SEO can often take time to cultivate. If you haven’t taken advantage of SEO for your website, now is the time.
4. Resident communication/engagement
If communication was important pre-pandemic, it certainly became essential once it hit. Effective communication and engagement with residents was key to resident satisfaction in 2020. From communicating safety measures, guidelines and active COVID cases to maintenance updates related to minimal staffing, those properties that had the proper tools and strategies in place to inform residents in a timely fashion came out on top. In the midst of reduced contact, some properties also leveraged their creativity to ensure residents still felt connected and engaged through virtual happy hours, decorating contests, and more. Those who struggled with keeping their residents informed encountered negative online backlash, frustrated residents, and uncertain leasing futures.
5. Updated amenities
With more time spent indoors, residential priorities changed for many, with requests for added or upgraded amenities surfacing. The desire for your traditional loaded gyms, daily coffee, and top-notch resident lounges fell second to upgraded internet and streaming packages, contactless entry, coworking spaces, and seamless food delivery processes. In 2021, properties can expect these features to be major selling points for residents.
Rentbot can help.
If you need to revamp your marketing for 2021 but don’t know where to start, you’ve come to the right place. With advanced SEO services, Google Ads setup and management, turnkey website design, and more, our experienced and certified multifamily professionals can help you attract more high-quality leads, retain tenants and convert your leads into leases with a customized marketing strategy catered to your property’s goals.
Cheers to higher traffic, greater leads, and new leases in the upcoming year! Learn more about Rentbot’s services and how we can help elevate your property, here.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.