Looking for marketing tips or tips to get people in the door!

Hello all, looking for marketing tips or tips to get people in the door! Our occupancy is suffering and we are currently running a decent move in special. I just don’t know what else to do lol I get 1 person in and 3 notices (mostly due to military orders). Pls help
Edit: I realized that I left a lot out and I apologize. I am an assistant manager at an apartment community right outside of San Diego. I just went through CAM training and am really trying to work on my marketing skills. We are 102 units built in 2017 right off of the trolley. Our main comp is a community that was built this year (2024) half a block away from us built by the exact same company that built us. Both communities offer the same amenities. I hope this helps a little bit

Post your units on market place and reach out to traveling nurses.

So much more information is needed to offer suggestions. You need to complete a thorough comp study and understand what your strengths are, figure out what your your target market is, make sure you are marketing to THAT market. You mentioned military orders- do you have great relationships with people who help others find housing when they come for the military? Do you offer flexible lease terms for such people? Military “wives” often have welcome programs for new comers and you should be a part of that. What businesses in your area are hiring that may bring people from out of the area. You need to do outreach, make connections with people and utilize the internet. There is no cookie cutter answer. All properties are different and have different targets.

People, Product, Promotion, Price- scrub all those to make sure they’re good. I also heard placement used too- where you come up in searches etc which is also considered promotion

Start at the beginning and make sure all the pieces are working correctly.
Website up , right phone numbers and emails. And that you are getting them
All ads are correct and running
Ads target the right demographic
Proper signage and able to find you
Proper curb appeal
Proper arrival experience
Proper materials to had out
Enough open hours
Proper showing experience
If all that is right then are you competitive
How is everybody else doing- is it the local market
Run a referral program with your residents
Put up flyers at the trolly and supermarket (old school - it works )
Talk to the local hr departments
Email everyone who visited 18-12 months ago - their leases are ending
Increase your ad spend
Look at other marketing channels
Get the local pizza companies to put your flyer on their pizza box in exchange for marketing in your complex (old school again)

If orders are making your numbers go down, make orders help you. Outside of San Diego tells me Marines and Sailors, so run ads in Jacksonville, NC & research where all the Navy bases are. Run ads there.
Compared to the Army & all other branches, Marines have very few places they can be stationed. So, a guy that’s in for more than one enlistment in the corps will be coming back some day.
So you can look at your occupants from three years ago and run ads campaign on them too.
“Are you still serving? Getting orders back to California? We’d love to have you back!”

Apartment List, bills on a pay per lease, month to month agreements, and uses gen Ai to work leads until they’re ready to speak to move

Thank you for the suggestions I added some more information and I hope that helps for the understanding. I am not new to the industry but I am new to marketing on my own/trying new things!

Work the phones and set appointments!

What are your prospects and residents telling you? Look at move-out notices, follow up from prospects who chose elsewhere, and your resident surveys and reviews. SELL the good, work to fix the bad, and use various marketing strategies to help tell the story that is conveyed.

Does your property reward your residents for paying rent on time by reporting their monthly payments to build up their credit? That is a great amenity to offer that can differentiate your property against your comps and costs the property nothing. 67% of renters will choose a property that reports over a similar property that does not.

I really like outside marketing to local mom and pop type businesses. For example, talk to a local coffee shop or yoga studio and offer to take their fliers for your move in packets if they’ll allow you to leave your info in a public space! Good luck! I love SD county!

You say that the same company built the newer building. Are you owned/managed by the same company still? If so, stay in close contact and share your availability and pricing with them on a regular basis to encourage referrals. Lease Ups have bigger budgets driving more traffic that they can often share with sister communities as the community will not be perfect for everyone who tours there.
Over the course of my 30+ year career in the industry (20+ years in marketing) I've worked with numerous companies where our biggest competition was among our own assets. They play off of each other. Right now I'm working with a 443 unit lease up that is just spectacular and its suite of amenities outshines those of the 3 other communities we have in that neighborhood (one directly next door and the other 2 across the street). Prices are in line with where they should be for each asset (most customers looking in that neighborhood can afford any of the 4 it just depends what they want to spend). The lease up is on fire (70% leased) but the other sites also continue to have strong leasing paces as each building appeals to people differently.

Hi there! It sounds like you're facing some tough competition, especially with a new community so close by. Here are a few marketing tips that might help boost your occupancy:

Highlight Your Unique Selling Points: Since the competitor was built this year, focus on what sets your community apart. Emphasize your established community vibe, the convenience of being near the trolley, or any unique features that resonate with your target demographic. For example, if you have a strong sense of community or great customer service, make that a focal point.

Resident Referrals: Leverage your current residents by offering a referral bonus. A well-timed incentive, like a rent discount or gift card, can encourage them to bring in friends or colleagues.

Targeted Digital Marketing: Use social media ads, Google ads, or even localized promotions that focus on military personnel, given the turnover due to military orders. Tailor your messaging to those who value proximity to the trolley or those who prefer a well-established community.

Personalized Outreach: With only 102 units, you can offer more personalized service. Host virtual or in-person tours that focus on the prospect’s specific needs, whether that’s a quick commute, pet-friendly amenities, or something else.

Engage the Local Community: Partner with local businesses for co-promotions, sponsor local events or offer perks that connect residents with the neighborhood. This can create a sense of community that a brand-new building might not yet have.

Resident Retention: Since you're experiencing high turnover due to military orders, focus on retention by engaging current residents. Consider offering flexible lease terms or helping with their relocation if they're leaving due to orders.

Remember, consistency in these efforts can make a big difference. It’s great that you’re focusing on building your marketing skills—keep experimenting, and you’ll find what works best! 

Hey Casey- I’m happy to jump on a quick call if you would like some support. My cell is (773) 512-8559