Whether you're a leasing consultant, apartment manager or owner, one of the biggest challenges with the apartment renting industry is finding quality renters in a not so charming location. The following tips will help you plan an effective marketing campaign that will increase your traffic. Please be advised the ideas listed are specifically for a multi-family dwelling.
Marketing Tools
Be sure that all your brochures, mailers, stationary, thank you cards, floor plans, etc. are professionally designed. Your marketing material will emphasize the positive qualities of your community, the quality development, family atmosphere and amenities, and list any conveniences of the location such as nearby freeway entrance and exit, restaurants, department and grocery stores. Also, list your community's unique design/amenities on all marketing material. Apartment Rental Guides
Research the Internet for apartment rental guides that would list your property. The advertising cost is not cheap, but is worth it since these guides are widely distributed for free and have proven track records. In addition, don't overlook your local classifieds in newspapers, they are less expensive, but can also be beneficial to your marketing campaign. Direct Mail
Compose a two-sided post card with photos of the property. Postcards are mailed to renters of other apartment communities that are within a 10 mile radius of your community. The direct mail piece will also be used to target prospects, Human Resource Departments, Relocation Specialist, and other area merchants. The goal is to create an interest in the community and increase traffic, and ultimately leases. Consider a mailing of over 3,000 prospects. Internet Advertising
Consider contracting with an online apartment rental service. They offer community owners and managers a variety of services including online brochures, spotlight advertising, customer support, site design and monthly reporting. Users can also access relocation services, such as online change of address, truck rental and insurance for their next residency. Market Outreach
Aggressive market outreach is critical to the success of lease-ups. You will need to partner up with staff and visit local businesses, major employers, real estate brokers and new home sales offices. Helpful information is obtained for inclusion in the Welcome Packages for new residents. Interested businesses also benefit by supplying discount coupons that are distributed to residents thus increasing their trade exposure and providing a benefit to residents. Major Employers
Visit local employment relocation departments advertising the employer discounts and distribute appropriate marketing materials and community information. The Preferred Employer Discount applies when employees of “select” local business live at your apartment complex. In return for this discount program, the local employers will post information and brochures about the community in employee break rooms and in corporate relocation packages. Convention & Visitor's Bureau & Local Chamber of Commerce
The on-site staff should be actively involved in meetings and events. These activities will create a goodwill climate among area businesses and promote the community to those individuals whom could affect the word-of mouth advertising referrals. Locators
Visit area locators taking gift baskets and community information. Make visits quarterly to generate interest in the community and leads on prospective residents. The gift basket should include daily use items with the community logo such as pen, key chain, coffee mug or mouse pad. Corporate Leasing
Corporate housing companies should be contacted. Offer volume lease discounts for three or more apartment rentals. A minimum lease term of six months. This alliance will enable the community to provide quality housing, in turn-key packages, to businesses while not fragmenting the leasing and marketing efforts of the on-site team. Visitor Follow-up
Follow up on guest cards is critical in obtaining occupancy goals. The guest card is the on-site staff's marketing tool. It is important that all inquires for rental information receive a response within 24 hours.
Other ideas include: balloons, directional flags posted in front of your property, gifts and refreshments for prospective residents. If this information has been helpful or if you need more ideas, click on the following link:
