As the number of available properties in any given area seems to increase by the minute, competition for the attention of prospective tenants online is fierce. With all the possibilities and information out there, it can sometimes feel impossible to cut through the noise and reach your desired client.

But in this problem lies the solution, one that more and more companies and CEO’s are already employing. In order to reach their ideal customer, savvy landlords and property managers are putting in the work ahead of time to better understand exactly what that right fit might look like.

This emerging concept taken from Fortune 500 companies across the world is helping landlords, especially those in niche markets, fill their properties year-round and bring in more quality candidates than ever before.

What is Micro-Targeting?

To put it simply, when it comes to property management, micro-targeting refers to identifying the type of tenant that would be a great fit for your property, and then using marketing tools to advertise specifically to them. Knowing your target audience and what they might value in your space is of the utmost importance in this practice and the type of thing you want to consider before you begin.

Think of it this way. If you are a company selling medical grade walkers (you know the type, with tennis balls on the feet), you wouldn’t advertise on a college campus. Most students 18-24 years of age aren’t looking for that kind of help getting from point A to point B; that is, unless it’s been a particularly rough night at the frat house, but we won’t go there. This would not be a successful marketing venture.

Instead, this company would benefit to consider who might be utilizing their walkers and where these people might get their information. Is there a senior center in the area? Perhaps an online medical forum for the elderly, or even a local podiatrist. Now they are thinking like their client.

Is It Right for Me?

Not everyone has a defined customer. The location and size of your properties play a key role in determining the specificity of your space. If you own a larger, more generic apartment complex, odds are your property will appeal to a wider range of demographics. In this case, micro-targeting may be a wasted exercise.

However, if certain features make your place attractive to a specific set of folks, this is definitely a practice you want to invest your time in. For instance, proximity to a college campus or a corporate headquarters can have a huge impact on who is looking in your area. Even something like the school district carries weight. Once you understand the who, you can start working on the what. What might those people be looking for in your place that sets it apart from the rest in their minds?

Where Do I Start?

While many social media platforms have extensive capabilities for precisely targeting your selected demographic, those options can be overwhelming and oftentimes too expensive for the average landlord. The good news is, that’s not the only way.

One free workaround to getting more eyes on your listing is to simply re-word your ads on standard property listing sites. You can rephrase your content to specifically target your desired demographic. For instance, if you think your clientele is young professionals, you might consider highlighting the hip bars and restaurants in the area. If you are looking to reach families, bring attention to nearby parks, libraries, and grocery stores.

Whether you plan to totally overhaul your digital marketing efforts or simply make a few tweaks to your existing strategy, understanding the profile of your prospective tenants will always help in crafting the message.

Because after all, if you don’t know what the target is, how will you ever hit it?