Create a cohesive, branded experience for residents and prospects alike with strategic marketing collateral. For apartment communities, the prospect and resident experience is about more than just the apartment itself. That’s why it’s vital to build a cohesive experience from their first interaction with your community, through when they move in, and even until they move out.
By creating an improved experience at every stage, you’ll keep residents happy and pique prospects’ interest, all at the same time. Here are some of the must-have marketing collateral you’ll need to deliver an elevated approach to multifamily living.
Postcards & Mailers
Even before you get prospects in the door, postcards and mailers can help you drum up interest and create new leads. Send out postcards with your eye-catching branding to nearby neighborhoods to generate interest in on-site tours. Give prospects a sense of what your community offers and what sets you apart through your marketing collateral before they even set foot through the door.
Stationary
From letterhead paper to envelopes to business cards, customized stationery is the perfect way to incorporate your branding across your marketing collateral. Whether you add a subtle embossed logo or opt a full-color approach, there are nearly endless ways you can customize your stationery to suit your needs. Use it for thank you notes after on-site tours, to give to prospects after they visit, or to send notes to vendors and partners for a more polished and professional touch.
Brochure
A brochure is one of the most important pieces of marketing collateral you can create for prospective residents. From showing off floor plans to emphasizing your wide array of amenities, a brochure often includes the most important information about your community. That way, they can reference it after their tour as a refresher of their favorite aspects. Consider using your brand colors and design elements in unique ways while keeping the brochure effortlessly blending in with all of your other marketing collateral.
Floor Plan Sheets
Having a one-pager handout available with the floor plan a prospect is interested in is an easy way to send them home with a reminder showcasing exactly what they were looking for in a home. Prospects will be able to get a better sense for the different units, and can easily understand the different layouts. Try making your floor plan sheets the same size as your brochure. Then you can simply tuck in the extra floor plan sheet of their interest in the front cover of the brochure for an all-in-one info packet about your community!
Sitemap
Property sitemaps are based on your community’s architectural plans and feature a bird’s eye view of the property itself, while displaying the location of community amenities, units, parking, offices, and more. As a result, they’re the ideal way to give prospects a good sense of the community at a glance. Just like with your floor plan sheets, keep your sitemap the same size as your brochure so it’s easier to create an all-in-one package with everything that prospects need to know.
Flyers
Creating a cohesive experience doesn’t stop after your residents move in. For resident events, renewal specials, or for referral incentives, create flyers that mimic your community’s brand. By using the colors from your branding and incorporating your community’s logo, it’s an easy way to create a put-together and unified look throughout your marketing collateral.
Greeting Cards
Small touches are what distinguish the great communities from the good ones. Don’t forget to prioritize your residents’ birthdays and holidays with thoughtful notes or greeting cards. Infuse each card with your community’s colors and your logo for a thoughtful way to stay in touch with your residents for their entire lease. You can even add one in their welcome packet for a more personalized touch.
Maintenance Card
Create a more elevated resident experience with the addition of maintenance cards. Design a business card or 4×6 card that your maintenance staff can leave on the kitchen counter or in the entryway to alert residents that they’ve been inside their home working on repairs. That way, your residents will be notified when someone has entered their private space and will also know that their issue has been resolved for a win-win solution.
“Leave a Review” Card
Generating positive reviews about your community is one of the easiest ways to attract prospects and generate leads. Encourage your current residents or those or are moving out to leave a review of your community. Add a postcard to your marketing collateral and hand them out a few times a year to generate continuous new online reviews to increase your ratings.
Need help crafting the right marketing collateral for your community? At zipcode creative, we’re experts in developing multifamily branding and translating that across materials for a cohesive and impactful experience. Get in touch today to learn more!
Design examples in this post of Capriana, Exchange, ENSO, LORE, and Talia are ©Fairfield Residential | Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.