1. Lead-tracking technology

Demand generation and leasing effectiveness can only be successfully measured if a lead-tracking tool is in place.  The more resourcefully you can manage your leads and determine where they are coming from, the more likely you are to hone in on your target audience and delegate your resources toward capturing leases.  A formalized lead tracking and nurturing process is nearly impossible without the technology to effectively house your potential customers.

2. Assessing Marketing Effectiveness

When looking at your marketing strategy and the effectiveness of your advertising, it’s important to consider what works best for leasing conversions. While there may be some common idea around what constitutes as apartment marketing success, there are some things that conventional metrics don’t tell you. We suggest measuring your marketing spend with frequent assessment of four main areas: cost, advertising channel, unit type and floor plan.  

3. Website oversight

When is the last time you took a good look at your community’s website?  I mean, a gooooood look.  Is your website optimized for lead capture?  What makes its appearance different than any other apartment community in your area?  Are your community photos current and up-to-date to include any new developments or renovations?

I suggest a monthly audit of your community’s website to assess appearance, content, lead capture, links, and user-experience. Lastly, setting up Google Analytics for your community page will give you endless analytical insight into bounce rates, behavior, demographics, and performance for your website’s visitors.

4. Only using sources that produce quality leads

Insights into demand cavaties tell us precisely where and when we need to stimulate demand.  The next step is to frequently assess your current marketing sources.  What sources are working?   How are you assessing which ones are working?  Many factors go into what constitutes as success here.  Taking a look at cost per lead/appointment and marrying that with your current occupancy needs (by unit type, floor plan, etc.), will make the biggest impact on your marketing spend value.

5. SEO

Search engine optimization (SEO) is the largest marketing channel – making up 51% (on average) of traffic for most companies.  That’s over half of your incoming customers!  In order to really thrive with SEO, becoming highly ranked on search engines such as Google and Bing is key. 

It takes time to build credibility with search engines, and a targeted strategy to be consistent with keywords, content, and listings – but the benefits can be invaluable.  Top search positions deliver up to 35% of total search queries.  Investments in SEO deliver long-term equity, traffic and brand positioning.  And as you know, most of us using search engines rarely go past page 1 to find what we’re looking for – keep that in mind when evaluating the significance of having an SEO strategy.

6. Claiming listings

Local search SEO starts with claiming your listings.  Claiming listings of your community online verifies that you are the owner/manager and are authorized to maintain its presence on the web.  By taking the necessary time to do this, you are putting your community(s) in the best position to organically be found online. 

The most relevant listings to claim in the multifamily industry are: Google My Business, Facebook for Business, Yelp for Business, Bing Places for Business, Foursquare for Business and Apple Maps.

7. Managing online reputation

If you’re not onboard with a reputation strategy by now, you’re losing leads by the hour.  Just like any other product or service purchase, online reviews and ratings hold major weight with today’s renters when searching for communities online.  

For starters, proactively engage reviews online so that you are not only aware of what customers and others are saying about you, but that you are also joining in the conversation wherever appropriate. Responding to both positive and negative reviews with skill, transparency and accountability is one of the best ways to create a favorable impression of the good will and professionalism of your business.

8. Social media presence and voice

It’s no secret that having a strong social presence has become more important for apartment communities.  Renters of tomorrow are heavy social media users today.  Social media presence and consistent activity boosts brand awareness, community branding, customer engagement, SEO, reviews, online reputation, traffic to your community… and the list goes on.  If you’ve found a way to turn your social media presence into leads and customer service engagement opportunities, you’re winning.

9. Blog / content marketing

Frequently producing and pushing out content to the web keeps your website fresh, informative and appealing.  There’s plenty of value created here, specifically with your community’s SEO.  Blogging regularly about your community, industry, product or resident lifestyle will organically increase your search keywords. Being intent about your keywords will only increase results. 

In addition to beating out competitors in the search engine results page, creating content will help your community with driving traffic to your website, developing better customer relationships and positioning your community as an industry voice.

10. Audit community data in all areas

AH, the dreaded audit.   As someone that performed these types of oversight activities for an entire portfolio of apartment communities, I know that a surprising amount of incorrect and outdated information exists out there on the web.  Apartment communities change appearance, leasing office hours, phone numbers, email addresses over time.  Take the time to make sure this information is correct and consistent on your website, social media platforms, advertisements, and anywhere else your community may appear.

11. Paid Ads

“Pay to play” is almost a necessity given seasonal occupancy and demand generation challenges.  Outside of traditional ILS platforms, where else are you currently advertising?  If you haven’t joined the pay-per-click (PPC) movement yet, now is the time to enlist.  Using Google as a pay-per-click resource allows your apartment community to promote a customized message – indicating specials, certain floor plan or unit type availability (that coincide with your occupancy needs), amenity features, or unique and differentiating benefits of living at you community.

12. Effective “Contact Us” lead feature on website

You don’t want to disregard potential leads, nor do you want to allow an influx of low-quality leads sneak in. Consider applying some A/B testing the contact form to help determine whether the prospect is worth chasing.  Lastly, make the sure the submission form works and your on-site teams are nurturing the leads on a consistent basis.  You’d be surprised how often those leads die in the contact inbox.

13. Setting goals & incentives for your team

Letting your on-site teams come into work each day without clear goals or incentivized production and expecting big things to happen is foolish.  Your team is likely not made up of superheroes that take all the community problems and opportunities upon themselves to patch-up overnight. 

83% of employees say a reward would make them feel appreciated, motivated to work harder, or more loyal to the company.  Empower your team, deliver realistic goals and incentivize them for success.