Author: Stacey Feeney

Brand Differentiation in Multifamily

Written by Stacey Feeney on July 19, 2022. Posted in All Articles, Branding.

Welcome to the Multifamily Mini-Marketing Insights Series! Marketing your multifamily community is a big task. And while your best marketing methods might be happy accidents, you can be a lot more effective if you’re proactive about building the foundational marketing pieces of your brand—from the inside out. Today we’ll talk about brand differentiation: what it is, how to define your multifamily community’s brand differentiators, and how to use those differentiators effectively.

Definition of Brand Differentiation

WHAT IS IT?

What is brand differentiation? It’s how you show that you’re the right choice for your residents. It’s how you distinguish yourself and make your brand memorable and stand out. It sure sounds like a mouthful, but brand differentiation isn’t wildly complicated. In fact, it’s probably so simple that a lot of brands might not even be thinking about it (and they certainly aren’t leveraging it). Much like a “Spot the 10 differences” in children’s magazines, humans naturally compare one thing to another and identify the feature that’s not consistent.

WHY IS IT IMPORTANT?

It’s important to use brand differentiation to offer your unique selling proposition. What you offer that no one else does. Maybe you are the only 55+ active adult community with resort-style amenities in your town in Ohio. Maybe you have a unique access point to a hiking trail that’s exclusive to your residents. When you get specific with your offerings, you can beat out your competition—especially if you’re aware of who your ideal resident is. Competitive edge, engage!

STAY TRUE

One of the biggest draws for today’s buyer (or prospective resident in this case) is uniqueness and authenticity. Make sure you’re consistent in your branding (that’s another piece of differentiation) and really own who you are. Take a moment to create something about your brand that’s special. This can be created from scratch, especially if you’re marketing a new construction, or this differentiation exercise can help tailor an existing detail into a major selling point for your community.

How to Identify Your Community’s Differentiator

There are a couple of ways to approach differentiation. One industry might focus on one or two pieces, but no industry or company should be marketing the exact same “unique” thing—that’s the deal with differentiation.

EXPERIENTIAL

This kind of differentiator shows your prospective residents something that is completely unique and different from the typical multifamily experience. Maybe you have really fun, engaging community events that are well-attended every week. Perhaps you have a really friendly family atmosphere that you’re well known for. Or it’s possible that you’re offering high luxury amenities in an area where it’s typically lacking. All of these are experiential differentiators—take note of your resident reviews. See what stands out: Friendliness? Fun events? Fast maintenance service?

INNOVATIVE

The way that Volvo is known for safety, or Apple is known for clean, modern tech, your company can also be known for something that is innovative. You can use smart home features like a Nest thermostat, a Ring doorbell, and wi-fi enabled washers and dryers. If technology is important to your target resident, then it should be important to you. Additionally, younger residents are more concerned with the environment, and this could be the perfect moment to roll out a green initiative program, with energy star appliances, valet trash and recycling pick up, and showing off how you conserve water in your community. Keep these in mind—if you’re on the cusp of something big and bold and innovative with your community be sure to advertise it well.

BRANDING PRESENTATION

The cohesion between your marketing collateral and your company branding has to be tight to use this one for your differentiator. Tony the Tiger is inextricably linked to Frosted Flakes. McDonald’s golden arches and bright red color have worked for them throughout the years. This is a method of creating identifiable pairings of color, shape, and ideas with your brand, which helps you create brand recognition. Another piece within your presentation is your brand voice—are you youthful or experienced? Are you serious or a jokester? This can come through in your brand voice, and can help you stand out in your marketing collateral, simply because you sound different from the rest of the communities you’re in competition with.

INCENTIVES AND SPECIALS

This is always a bit of a tricky one. But if you can land on one side of the spectrum that’s different from the communities around you, you can set yourself up to do one of two things: 1) attract more prospective residents thanks to your value pricing; or 2) charge higher prices by selling yourself as a luxury brand.

EMOTIONAL

For multifamily communities, this brand differentiator can be easily leveraged. Emotions are a big factor in decisions. Think about the emotional connection that any resident makes with your community: Home. This is a place where they can feel comfortable, relaxed, and where all their favorite stuff is. Think specifically about the way that your community or apartments make your residents feel. Hone this differentiator into something that also takes into consideration another differentiator (such as your branding presentation) and combine them to create your brand’s distinctive offering.

Next Up In Brand Differentiation Definitions

(Say that five times fast.) After you define how you’d use each of the differentiation categories above,

ASK THESE QUESTIONS

1) Are you capable of the above options—with regularity? Tell the truth.

If you can’t do it, don’t claim it.

2) Who is your target resident and what do you offer to them right now?

Find your ideal resident and understand what differentiators are the ones you offer to them.

3) Which of your differentiators are most important and most relevant to them, specifically?

Of the differentiators you’ve determined, figure out the pain points of your audience and which ones are most important to them. Now: Use your differentiator as a solution.

4) Which differentiators can stand out from your competition?

(It’s not a differentiator if it’s the exact same one as your neighboring community.)

5) Can you prove what you’ve claimed?

Make sure you can back it up.

How Can You Use Brand Differentiation?

Now that you’ve identified what gives you your competitive edge, how can you use it? Set yourself apart in the categories you’ve created, and keep it consistent. A brand style guideline can be an effective tool to use while identifying your unique brand offers.

IN BRANDING

Being consistent and being authentic is key here. Work with zipcode creative to make sure your branding is on point across the board. We’ll make sure that any place your brand shows up, it looks good. If your logo or your tagline doesn’t feel like it works with your differentiator(s), we’ll be here to help rework it or start from scratch.

IN MESSAGING

This is where the rubber meets the road in brand differentiation. You are communicating what your specialty is, and why your prospective resident should choose you over your competitor. Find your biggest selling point that’s unique and run with it. Have it show up everywhere (mailer, e-blast, brochures, social media) so that at the end of the day it’s what you’re known for. Period.

READY, SET, ATTRACT

When your audience shares the same values as you, or if they have a problem that you’ve just claimed to solve, they’re probably ready to hop in the ol’ sales funnel and become a lead. You’ve just attracted one by leveraging your brand differentiators!

Attracting the Right Residents: Active Senior Living

Written by Stacey Feeney on July 6, 2022. Posted in All Articles, Marketing.

When you’re targeting a specific type of resident, it’s more important than ever to understand what they’re looking for. If your community is set-up specifically for active senior living, creating programs, amenities, and a culture that supports their needs should be your top priority.

But it’s not only about having the things they want readily available within your community—it’s also about how you market it. Strategically messaging all of the best aspects of your community is integral to attracting your target market. Use these tips and tricks to get the word out there about everything your community has to offer active seniors.

Social Events

For active senior living residents, community events are a major draw to multifamily living. Having easy access to social events like community dinners, movie showings, or game nights are a major draw to your community and represent a huge advantage over homeownership. While not a traditional amenity, a jam-packed social calendar is often what prospective residents are looking for when touring active senior communities. It also allows residents to easily make new friends, expanding their social circle and having a built-in community close-by in a way that isn’t always possible otherwise.

To attract the right residents, be sure to showcase your community programming in all of your marketing materials. From group fitness classes, to community clubs like garden and book clubs, to art classes and lecture series, the sky’s the limit to what you can offer your residents. Add a sheet to your brochure or welcome packet that outlines the extensive programs that you offer, so prospects know exactly what their social life might look like if they decide to move in.

Convenient On-Site Amenities

Being just steps away from the gym, the pool, or the clubhouse is another major draw for active seniors looking for their new home. This unbeatable convenience means that they don’t have to worry about commuting to their favorite activities, or plan elaborate activities to get out of the house. Instead, it’s as simple as walking down the hallway or across the community to take part in their favorite pastimes. It also allows for more spur-of-the-moment social plans with friends and neighbors. Instead of painstakingly planning an outing or activity, all it takes is a quick phone call or text to meet up by the pool or for a spontaneous game of cards.

On leasing tours and in prospective resident collateral, use high-quality images of your top amenity spaces and outline all of the details. This shows off the best your community has to offer and allows prospects to get an instant understanding of the potential lifestyle they’ll lead in your community.

Maintenance-Free Living

Many prospects interested in active senior living are downsizing from single-family homes. While there are definite perks to being a homeowner, there are also a lot of downsides: lawn upkeep, snow removal, property taxes, and general maintenance, just to name a few. When they make the decision to move into a multifamily community, they get to say goodbye to all of the headaches and hassles associated with homeownership.

Apartment living is much simpler in many ways. When something breaks, you can simply submit a maintenance ticket. You pay rent once a month, and don’t have to worry about hidden fees, taxes, or unexpected maintenance costs that pop up throughout the year—instead, it’s all taken care of for you. These perks are important to outline in detail in all of your assets, so that prospects understand the exhaustive list of benefits of apartment living. This not only helps them make an informed decision, but also helps you bump your community to the top of their wish list.

If you’re struggling to showcase the right aspects of your community, it might be time to enlist the help of the experts. At zipcode creative, we’ve worked with multifamily communities of all types—including active senior communities—to tailor their messaging and create compelling marketing materials. Get in touch with today to get started.

Attracting the Right Residents: Student Housing

Written by Stacey Feeney on July 6, 2022. Posted in All Articles, Marketing.

Whether your apartment community is conventional housing near a major college or university, or if you have specified student housing, it’s important to attract the right residents. Student housing marketing is vital to the success of your community. Since your turnover rate may be higher than most communities (unless you’ve got a few Super Seniors) it’s important to keep the sales funnel filled with possibilities of your next residents.

In order to be the community that’s synonymous with student housing, you need to be sure to leverage every tool you have. Ready to learn?

Be Visible

In order to become the community where students want to be, you have to take a deep dive into student culture.

GET ONLINE

This generation of students are the first tech-native generation—life is online. So meet them where they are, with instagram reels and stories. Make sure your website is up to date and your branding is on point. Be careful with your aesthetics, and have us create custom-branded graphics for your social media posts.

MAKE PARTNERS

Create a partnership with the college and university nearby. Get in touch with the student development office, and answer any questions they have. When you’re known (and appreciated) by the college staff, they’ll be much more likely to recommend you as an option for housing. Show up at the schools (colleges, trade schools) and drop off information—packets for touring students, or offer incentives with school-based codes so you know where your residents are attending/coming from.

TALK TO MOM

Keep in mind, also, that the student may not be the only one investigating where to live. If this is the student’s first home away from home, parents or even grandparents may be helping them make the decision, too. (It may very well even be them co-signing a lease or helping with monthly rent payments).

EVERYONE’S INVITED

Finally, for visibility, word of mouth and social sharing will be key to get your name out there. Consider hosting an annual pool party and have residents invite 1-2 guests (with passes) and be sure to have a food truck or two on hand. Get out plenty of fun pool floats, and have your leasing specials and incentives on display for any future student residents who are still looking for a place to stay.

Be Relatable

Being fake is something that this next generation of students seems to be able to spot without even trying.

SPEAK THEIR LANGUAGE

It’s important to be able to speak their language, though. They don’t want emails. They want social media. They don’t want documentaries (necessarily)—they want short video snippets. Keep a shorter attention span in mind when you’re creating any sort of video marketing collateral, and put in closed captions as well so they can enjoy it with the sound off.

POST IT

As for instagram, post regularly. Make sure there are people in your photos. Have plenty of testimonials and photos of current residents. Advertise your fun community events coming up. Keep an updated running calendar of events saved on your stories—it’s not helpful if it’s from 2 years ago! Also consider having a Live Q&A or an “Ask Anything” box on your stories. Not only does this answer the question one resident has, it can help clue you in to what they value and what’s important to them. This, then, can help you determine what to post (that’s relevant) on your page. Make your posts attractive (aesthetics mean a lot) and stick with your branding: colors, fonts, student focus. Videos can help you reach your biggest audience. Create some reel ideas as a fun version of FAQ, such as “a packing list” “where to park” “pool rules” and other fun topics. Ask actual residents to help you with these, so it feels relevant to your followers.

WEBSITE MATTERS

Beyond short videos and Instagram, it’s important for you to create a clear landing page (where prospective student residents will go from social media) on your website—one that’s made for student housing exclusively. Be sure to include an actual FAQ, and focus on the group of students that are most likely to live in your community—not all student residents are the same; some want a more dormitory feel and some may want a more residential feel, if they’re upperclassmen, for example. Tailor your web copy and content so that it feels like you’re speaking directly to them.

Be Comfortable

Students love options.

BIG DEAL

Like we said above, not one size fits all. Same goes for budgets. Consider offering lease signing incentives. Student residents have student loans looming, and they’re careful with their residential bills. Focus on practical and useful amenities, and show off the things they’ll get with their unit: wifi? Pool access? A good study space? A fitness center?

THIS IS YOUR HOME

Also create attractive floor plans. 2d or 3d options with furniture details can give them a hint of what life could be like as a student in your community. Creating a family feel in your community is vital, as well. Build out the calendar with youthful-focused events like video game night, popcorn and a movie night, cooking classes, and of course: food trucks and coffee carts. When students are known, it creates a close-knit community, similar to a dormitory. And don’t forget a personal touch: write a welcome note upon move-in letting them know you’re there if they need anything.

BE HELPFUL

The biggest key to newbie residents? Be helpful. Create move-in checklists. Show where to put empty moving boxes. Indicate where your bike storage is and where students should park. Outline security policies (parents will love this) and keep all the amenities functioning properly. It’s also important to point out the best your neighborhood has to offer with a community map—so they know where to go to get the best cup of coffee or a late night snack nearby.

BOTTOM LINE

Most of all, you must provide value, whether it’s through amenities that put you above the competition, or through your leasing incentives. Another great way to stand out is by showing off your green side. The latest generation of students are concerned about the environment. Create a campaign or capitalize on an existing one—show off your eco-friendly apartments through social media and on your website.

When it comes to student housing, you’ll need to know your resident well to speak to them directly. Beyond authenticity, helping students is vital. Being a comfortable place to live will help students take that big first step out of their family home and into your community.

Need help attracting student residents to your community? Reach out to the experts here at zipcode.

Conventional Housing Conventional Housing

Attracting the Right Residents: Conventional Housing

Written by Stacey Feeney on July 6, 2022. Posted in All Articles, Marketing.

The first rule of marketing to prospective residents in conventional housing: know your target audience. Depending on your city and specific neighborhood, your key demographic can range widely, all the way from young professionals to empty nesters—and anything in between. When you’re crafting your marketing assets, it’s important to strategically tailor your materials to your specific audience.

And while there are some commonalities between what they’re all looking for, there are also a few things, in particular, you can do to set your community apart to these groups. Thinking strategically about your amenities and your community programming and speaking directly to your target audience is the best way to attract the right prospects. Use our guide below to help you get started.

Young Professionals

Because Gen Z and Millenials make up the majority of the country’s renters, young professionals are likely to be a large portion of your target audience. Whether they’ve just graduated from college and are looking for their first apartment or are more established and looking to upgrade their space, there are a few things that will immediately stand out.

Community Space for Remote Work

For many young professionals, their job is their primary focus. Whether they work in a corporate role, at a startup, or work for themselves, they likely spend the majority of their weekdays in front of a computer or on calls—sometimes working from home all week. Communities that have work-friendly spaces will likely jump to the top of a young professional’s list because it allows them to get out of their apartment when they need a change of scenery. A business center, resident lounge, or even outdoor area all provide the perfect opportunity for them to enjoy the amenities and get work done at the same time.

Convenient Location

For those commuting into an office, location is a key factor in choosing where to live. Whether your community is located near the main commercial area in your city or boasts easy access to main roads that enable a quick commute downtown, it’s vital to emphasize these details in your marketing materials. That way, prospective residents know this major perk of your community from the start.

Networking & Nightlife Opportunities

For young, single renters, access to networking and nightlife is often a big priority, too. From exciting resident events where they can connect with others in the community to nearby bars, restaurants, and event venues where they can enjoy their free time, they’re looking for ways your community can enhance their personal life. Consider adding a neighborhood map to your prospective resident materials so they can see just how close they are to nearby attractions.

Families with Young Children

For families with little ones, access to convenient play areas is a primary priority. Instead of loading up the car and driving across town or occupying their kids in the confines of their apartment, ample community space allows parents to entertain their children—all without ever leaving the property.

Playground & Outdoor Area

A playground is a major perk for families with children. The right playground space is ideal for children from toddler age all the way up to late elementary school, ensuring that it appeals to the younger children in your community. Perfect for the warmer months, it also allows parents to have some fun and get fresh air with their kids. And because it’s so convenient, they can go for just a few minutes—or spend all day outside—for maximum flexibility and enjoyment.

Pool

During the hot summer months, there’s nothing kids love more than splashing in a pool. If your community is outfitted with a pool and sundeck, it’s an amazing option for parents who want some fun in the sun and affordable entertainment for their little ones. The best part? They don’t have to worry about packing up a day’s worth of food, snacks, drinks, and supplies. They can easily run home to their apartment throughout the day to get what they need, making it a super convenient opportunity for family fun.

Nearby Parks & Attractions

Even if your community doesn’t have an on-site pool or playground, there are likely plenty of attractions nearby that will appeal to families. From larger playgrounds to museums to amusement parks, highlight all of the best that your neighborhood has to offer. Include it in your brochure, in your email marketing, and in your prospective resident materials, so that parents know all of the perks of calling your family-friendly community home.

Couples & Roommates

When multiple adults are living in an apartment, there likely are a few other things that they’ll prioritize. Instead of entertainment options for little ones, they’ll probably be on the hunt for amenities and opportunities to enhance their downtime—so be sure to tell them exactly how your community will deliver.

From outdoor areas like grills or lounge areas where they can enjoy a glass of wine to resident movie nights to a state-of-the-art gym, focus on the spaces that allow people to elevate their everyday. After all, when they move into your community, it’s not just about the apartment—it’s about the holistic lifestyle they’ll experience. So don’t forget to share more about what makes your community stand out!

If you need help marketing to prospective residents—whether young professionals, families, or roommates—we’re here to help. At zipcode creative, we’re experts at crafting the perfect message to attract your target audience. From developing a full-blown marketing strategy to helping you upgrade your printed marketing materials or your social media presence, we can do it all.

Naming Amenities Strategically to Attract Prospects

Written by Stacey Feeney on July 6, 2022. Posted in All Articles, Branding, Writing.

To attract prospective residents, it’s all about standing out in the crowd. No matter the region, most renters look at five or more apartments before deciding where to sign their lease, so setting your community apart from your competitors is integral to convincing prospective residents that your community is the right fit. But it isn’t just about attention-grabbing events or eye-catching signage. Creating a memorable leasing and living experience is the sum of many different decisions and elements that you implement across your property. One that is very important—but often overlooked—is naming amenities for your community.

While it might seem like a small detail, the language you use to identify your community’s features can make or break the touring experience for prospects. Amping up your vocabulary and broadening your copywriting style will help you not only clearly describe your different amenities, but create a memorable experience for guests from start to finish.

Which Amenities Should I Rename?

Whether your community is preparing for its grand opening, you’re going through a renovation or rebrand, or simply want a little refresh, there’s no wrong time to reevaluate your naming amenities strategy.

First, think about the key things that prospective residents are looking for when they’re touring. Top amenities, like pools and barbecue areas, fitness centers, and resident clubhouses or business centers are often some of the main draws for residents when they’re weighing the pros and cons between multiple properties. But what if multiple properties have similar amenities?

Using language to set yourself apart is a key way to stand out. Just like when you’re naming your community itself, you should take several things under consideration:

Your Target Customer

Identify their likes and dislikes, so you can factor those in as you’re choosing a name. Factor in your typical residents’ ages, their professionals, and the other brands that they tend to gravitate towards. Use these as inspiration when brainstorming.

Your Community Branding

When naming amenities, you’ll want to be sure that whatever amenity names you choose fit the style and aesthetic of your existing branding. If you have a sleek, modern community, you don’t want to choose names that are too silly or unprofessional. If you have a more eclectic and casual style, on the other hand, you wouldn’t want to use names that are too stuffy or formal. Pick names that feel like your brand.

Name Availability

Do some competitive research on other communities in your area. Because the whole point is to use your naming approach to stand out, see what names other local communities are using. Think about how you can add your spin on it to make it more memorable—all while also using it as a branding opportunity to make it sound distinctly yours.

When naming amenities themselves, you’ll want memorable names that also roll off of the tongue. These names will often be said aloud by both staff and residents, so consider utilizing alliteration or rhyming to make it even catchier. For example:

Fitness Center becomes Fit & Flex
Clubhouse Kitchen becomes The Foodie
Dog Park becomes Bark Park

When you’re discussing features and upgrades both in-unit and in amenity spaces, luxury is the name of the game. Add descriptors that give more detail about each space, what it has to offer, and what sets it apart. For example:

Vinyl Wood Floors becomes Wood-Look Flooring
Sparkling Pool becomes Resort-Style Pool & Spa
Business Center becomes Co-Working Space

Thinking creatively and creating one-of-a-kind names will help you amp up your branding, attract residents, and create a memorable on-site tour experience. As multifamily marketing experts, we have extensive experience naming communities, their amenities, and their features to help our clients’ communities stand out. If you’re looking to overhaul your approach, reach out today to learn how we can help!

ORA images are ©Fairfield Residential | Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Staging Apartments for Summer Tours

Written by Stacey Feeney on June 28, 2022. Posted in All Articles, Marketing.

When staging model units and common areas for summer apartment tours, everyone loves a fresh and fun take on the usual. Bring a little fun to your spaces to show off your best side to your prospective residents with staging apartments for summer.

Why is summer staging important? Staging is a vital piece of your apartment marketing because it gives a good impression. It allows you to bring your theme through (colors, values, and more) and it can elicit word of mouth—your prospective residents may be impressed with all the details you pay attention to.

When you stage seasonally, it helps indicate that you’re interested in keeping things up to date, and you’re aware that even the smallest efforts make the biggest difference. In addition, prospective residents who may be taking a tour for a second time in a different time of the year can see a bit of variety; it helps them imagine themselves in the space throughout multiple seasons. When it comes to summer staging for apartment tours, you need to make a splash. Let’s dive in.

Staging with “Fun” in Mind

HOT FUN IN THE SUMMERTIME
Summer is the season of fun. Vacation with friends and family. Time off of school and tanlines. Tap into that energy and line up your staging to be “summery” and fun. Put a sunhat on a hook. Put a pile of summer reads on the table. Most importantly, make sure your spaces and amenities are absolutely spotless. A clean apartment with fresh staging is a perfect way to help your future community residents imagine themselves in the space.

WELCOME WITH STYLE
Don’t confuse style with clutter. Make sure each part of the community is organized and welcoming, especially the welcome and entry area. Consider having a wreath with artificial citrus on it, or have a patriotic wreath on the front door for summer time, since there’s a flag holiday a few times during the summer including Memorial Day, Flag Day, Independence Day, and Labor Day.

Staging with Summer Flavor

WHEN LIFE GIVES YOU LEMONS
If summer memories bring you back to simpler times, like lemonade stands and popsicles, you’re definitely on to something. Bring in some citrus (try placing them in a jar!) and offer lemonade as a refreshment. Make sure your space smells fresh and clean, too, with a little citrus diffused in the air, or use citrus in your cleaning methods. To your resident, clean = ready to move in!

THESE ARE FOR YOU
Fresh-cut flowers are inviting for any part of your prospective residents’ future home. Place them in a simple vase on the table, on the kitchen counter, or even on a tray on an ottoman or on the bed. Be sure to replace them before they wilt. Bonus points if you choose flowers that are lightly fragrant and eye-catching. (Roses are a favorite). Change the water out daily, and keep greenery out of the water to keep your blooms lasting a long time. If fresh flowers aren’t in the cards, place a few succulents in pots throughout the staged apartment so it feels like an actual living space (with living things).

Staging with Color and Contrast

MAKE IT COME TOGETHER
Keep things neutral and clean and light throughout your apartment. This adds airyness and the feeling of space to your apartment. For contrast, choose a few spots that could benefit from an accent color. This could include a painting on a wall, a throw pillow or two, and a small vase or plate chargers on the dining room table. Pick one or two accent colors (preferably one that works with your branding) and give your future residents a sense of the cohesion between your marketing materials and this beautifully staged apartment, and make it all come together.

Staging for Summer Dinner Parties

HOST WITH THE MOST
Summertime is synonymous with outdoor dinner parties and al fresco happy hours. Let your prospective residents see the versatility of the space with several areas set up specifically for summer entertaining. This is the time for your outdoor spaces to shine. Make the most of the space with nice lighting, charming side tables, and comfy cushioned chairs. If the space is bigger, consider adding some large outdoor plants and a fully-set table with cute summery patterns and colors.

If your outdoor space isn’t a realistic option, focus instead on the inside. Show off big windows and lots of natural light. Set up the dining area or breakfast bar with plates, glasses, napkins and cutlery to help your prospective residents imagine a group of favorite friends chatting until late in the evening. Ensure the rest of the apartment is set up for a movie night, a wine night, or a fun brunch bar—whatever you think your resident’s demographic will most be interested in hosting.

Summer Staging for Your Audience

SHOW IT OFF
You’re the apartment marketing professional, and you know who your desired residents are. Consider their favorite hobbies. Their biggest dreams and wishes. Tailor your staging to speak to those residents. Are you an active adult (55+) community? Put a yoga mat and light weights in the corner. Do you have a lot of students coming in for tours? Put an emphasis on staging a desk area, so they know they’ll have a comfortable spot for all those hours of studying and writing in the fall when school picks back up. Will you have a lot of families signing a lease? Showcase a beautiful family dinner spot with plenty of plates all around.

Summer is the time of year where there’s a lot of movement in the apartment community—make sure that your prospective residents know how good their home can look with your fresh take on summer staging, suited just for them.