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Author: Stacey Feeney

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Brand Development: Apartment Marketing

Written by Stacey Feeney on . Posted in All Articles, Branding, Writing. 1 Comment on Brand Development: Apartment Marketing

You have big plans for your community. It’s a new construction and you want to make sure you’re getting off on the right foot during the lease-up phase. Or maybe you’ve come to a community with a goal to rebrand and want to leave all the unengaging old branding (or lack thereof) in the dust. Either way, you need to make sure you have your brand development strategy laid out and ready to roll.

What’s Brand Development?


Brand development is the work you put into how your client base associates with and feels about your brand. You build it up and craft it so that you’re selling an experience and a lifestyle, not necessarily just one or two products. The work you put in at the beginning when developing your brand will help your residents say “If I live there, I’ll be X, or I’ll feel Y.” It’s how you ultimately set yourself apart, even if you’re offering the same thing as another company—at the same price. Your brand is your calling card and how you make your residents feel.

What are the parts of Brand Development?


BRAND STRATEGY

Create your strategy and make sure it’s aligned with your major business goals. Create your mission statement, vision statement, and values. Your mission statement tells what you set out to do. Your vision statement is what it looks like when you pull off that mission successfully. Your values are what your company stands for. Get clear on these—they’re the frame (or skeleton if you want to get spooky) to the body of your brand and will hold things up and give it lasting structure.

 

BRAND STORY

What does your brand look like and sound like? Bring the personality forward and create a logo, a tagline, your brand colors, your fonts, and your website with all of that in mind. Make it stand out but have it all be approachable or understandable. Your visual identity and your verbal identity have to tell the story of exactly who you are and why you are—but in a lot fewer words than your mission, vision, value (and sometimes with zero words—like with your colors.) This is the outward-facing part of your brand that draws people in. Make it look and sound good.

 

BRAND STRENGTHENING

Once you have your framework and your “appearance” together, build your muscle and get strong. Make sure it all works, and test it regularly. How? Track everything. Make adjustments. This is how you can improve your brand every day.

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Why is Brand Development Important?

No one wants to work hard on something totally pointless. Trust us—this brand development business? Not a waste of time. It can build trust with your customers, instill employee pride in your company and its culture, and boost social proof. All of which impacts your bottom line. Just make sure you do it first thing—before you throw a bunch of money into paid ads, marketing collateral, and other costly things.

BUILD TRUST

When your community’s actions, messaging, and everything they do align with your community’s values, you become trustworthy through predictability, and that you’re going to do what you say you’re going to do. No (bad) surprises.

 

BOLSTER PRIDE

Your employees can be proud of your community brand, because it feels more akin to being part of a family. They understand who the community is, and the big company goals, and can better support them in their everyday work functions. Proud, happy employees make for a more welcoming community. Bonus.

 

CREATE PROOF

If your brand feels obvious and easy to you as someone on the inside of the community, then you hope that it translates to outside the community. A sign of a successful brand strategy: your current residents and your prospective residents can put into words what the community means to them. When everyone on the inside is aligned, the messaging and the efficacy of your brand will come through without a hitch, making social proof (think testimonials and quotes) an easy-to-reach-for marketing tool.

 

CONFIDENT MARKETING

The foundational questions that show who your brand is and what your brand is doing? Already answered. So: your content creation is shockingly easy. Tell the right story in the right way in the right places, and your audience will see why they need it or want it. Creating consistency and confidence in your marketing is a beautiful result of well-done brand strategy.

How Do You Develop Your Brand?


This is the homework portion of the assignment. Sharpen your pencils.

COMPARE

Compare yourself with your competitors. Do a full SWOT analysis. What do you do better than your competition? That’s what sets you apart. Things like “lower prices” or “faster shipping” do not work here. Think through your values and how you can help that come through in your messaging—your values and your tagline.

RESEARCH

Before you create content of any kind, do your research. Understand who your audience is, and where they’re most likely to see your information and convert. Employ A/B testing to see what kind of campaigns are more successful.

STAND OUT

This is the visual part of the game, and how your residents know they’re at your community and not the one down the street. Yes, customer service can be part of this, but make sure that your visual branding is on point and unique.

SUMMARIZE

Be able to communicate your community brand with just a few words—your brand positioning statement, your tagline, your mission, these all serve as shorthand to fully encapsulate your brand. Get them all set and edit them until it completely conveys what you want. Build it into your brand guidelines, and include: all visual branding, messaging, tone, symbolism, and the thoughts behind artistic choices.

In addition to your brand guidelines, you also need to consider everything you offer: in-home amenities, community amenities, and why your location is ideal—(proximity to attractions, nature, highways, metro areas, etc.)

SHIFT AS NEEDED

Sounds scary. Isn’t. You want to stick with your brand guidelines that you’ve created, but you also must be assessing it regularly and be willing to shift if, for example, your ideal audience isn’t responding to your quirky brand personality. Your audience perception may be slightly wrong, and it’s better to evolve and capture that audience, rather than to be unwavering and fade into the rearview mirror of your target residents.

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Avoid This with Brand Development

DELAY

Here’s hoping you’re reading this before you reveal or relaunch your community. Doing brand development first is foundational. You’ll end up wasting time and money if it’s an afterthought—that’s like trying to find a place to buy a map when you’re already several miles into a confusing and difficult hike. Frustrating, to say the least.

INCONSISTENCY

Brand guidelines will help keep you on the right path. Keep consistent in your online and print messaging, signage, blog, employee training, all of it. Keep the target the same. Keep the tools the same. That will help keep things on point all the time.

UNWILLINGNESS TO SHIFT

It’d be good if you did your audience and competition research and analysis before you launched any major campaigns or rebrands or management of a new community. However, maybe you didn’t. It would be fair to say that you can expect to shift some of your brand strategy that you’ve put together. Because, like we said before, it’s more important to reach your residents rather than to be doggedly consistent. Just make sure that your brand guidelines get the memo—review, shift and edit them as you need to so you can remain relevant. 

brand statements brand statements

Brand Statements That Define an Apartment Community

Written by Stacey Feeney on . Posted in All Articles, Branding, Writing. 1 Comment on Brand Statements That Define an Apartment Community

When you work with a creative agency to develop your brand style guidelines, you may be expecting them to create your visual branding components like your logo and brand colors. But what is often overlooked in brand guidelines are elements like tone of voice and messaging. Brand statements, however, are crucial to developing a well-rounded brand and allowing you to create compelling and consistent materials that will help attract your target audience.

Multiple different brand statements work together to create your brand’s “vocal” identity and brand messaging. Each serves an important purpose that helps define who you are as a brand and an apartment community. Learn more about each brand statement and why you need them in your community’s toolkit.

Purpose Statement

To create your brand purpose statement, you have to find your “why” and identify why it is you do what you do. Your purpose should be greater than the obvious motivators like providing housing or making money. Instead, you should look to your greater purpose that is rooted in your beliefs and morals.

A great way to identify your purpose statement is to think about your community’s founding story. Was your community created to offer a unique living experience for residents? Was it created to fill a hole in your area’s housing market? Narrowing in on the answers to these questions can help you synthesize the “why” behind your community’s purpose.

Vision Statement

In a nutshell, your vision statement is the goal you are working towards. While your purpose statement explains your “why,” or your motivation, your vision statement summarizes your ultimate goal. Your vision statement should sum up your desired community impact. 

These high-level statements are often lofty and bold, and they speak to how the future you envision not only for your community but also for the world. It also should speak to the future you want to achieve over the lifespan of owning and managing your assets.

Mission Statement

Unlike purpose and vision statements, mission statements are focused on your actions. They focus on the more immediate future, and the daily actions you can take to help you work towards your loftier goals. 

Mission statements usually follow a loose format, which includes explaining your business and tying it directly to your company values. It should also focus on how you serve your prospective residents. When crafting your mission statement, be sure to hit on these three key components: purpose, values, and goals.

Brand Positioning Statement

Brand positioning statements help you craft customer communications. Once you have your vision, mission, and value propositions, you can blend them together to create your positioning statement. 

This statement should identify what your company does, the target audience, and your key differentiators. They often follow a similar structure:

(Company Name) is a (industry definition) for (target audience) that (unique value proposition).

Following this general format will help you create the first draft of your positioning statement that you can tweak and refine until it feels true to your community.

Brand Attributes

Once you’ve nailed down your vision, mission, and positioning statement, it’s time to give your brand a defined personality. Defining your brand attributes will help you start to define your brand’s tone and style, which allows your audience to get a better feel for your community. 

Brand attributes are words that describe your brand’s personality. They’re also typically paired with a short phrase or sentence to give added context and clarity. A few common brand attributes include:

  • Friendly
  • Authoritative
  • Witty
  • Bold
  • Energetic
  • Laid-back
  • Sophisticated
  • Trustworthy
  • Aspirational

Consider choosing between three and five attributes that you feel best represent your brand and stick with them to create a consistent style.

Value Propositions

Your community’s value propositions are what make them different from your competitors—they clearly define why a prospective resident would want to choose your community over another. Crafting value propositions is pivotal to creating strong marketing materials; they allow you to clearly articulate what makes your community one-of-a-kind, and in turn, help convert prospects into residents. 

Brand Identity Statement

Your brand identity statement is often a short, two or three paragraphs that describes your brand voice, tone, and style. This helps you expand upon your brand attributes and personify your brand even further. For example, your brand may sound like a friend spending their free time hanging with the resident. It could also be a sophisticated, elevated tone that alludes to a luxury lifestyle. Deciding on your overarching identity is pivotal to bringing your brand to life in a more practical way. 

Each of these brand statements works together to tell the whole story of your apartment community or property management company. Individually, they don’t tell the entire story—but when you use them all together, it helps you define who you are and create a consistent message across all of your marketing materials. Brand development plays a crucial role in setting you apart from your competitors and fostering easy brand recognition, which in turn results in a strong, stable community! 

 

If you need help crafting your brand statements, enlisting the help of a seasoned agency like zipcode creative can help you build the strong foundation you need. Reach out to our team today to get started!

Typography Casing Typography Casing

Typography Casing for Good Apartment Marketing Design

Written by Stacey Feeney on . Posted in All Articles, Graphic Design.

When you’re designing your marketing materials, it’s easy to get caught up in the photos and design elements. These components can make a big impact and immediately attract the viewer’s attention—but there’s another part of design that’s equally important and often overlooked: typography casing.

Your approach to typography can make or break your apartment marketing design. While font style, size, and color work together, it’s also integral that you consider your text casing. Whether you opt for all uppercase or title case for a headline, it’s a strategic decision that can define the hierarchy of information on the page, but also helps with ease of reading. Learn more about the different casing options, and when to use them, to level up your community’s marketing materials. 

Types of Typography Casing

There are four main kinds of typography casing—and there’s a time and place for each. Be sure to keep the casing in mind to find the most readable and visually appealing design approach. 

upper caselower case

Uppercase

Uppercase typography is when every letter is capitalized—also known as “all caps”. This type of typography should be used sparingly, typically in headlines at the very top of a design. This style of type is perfect for drawing attention to a short—but very important—phrase. Things like “Leasing Special,” “Your Tagline,” or “Now Open” are ideal candidates for an all-uppercase treatment. It’s also a smart option for calls to action to make them stand out.

Lowercase

Lowercase typography is when you use all small letters for an entire word or phrase. Using all lowercase letters isn’t necessarily grammatically correct, but can be used when you’re making an intentional and stylistic design choice. This style is best reserved for a short, attention-grabbing headline (similar to those used for all uppercase). Using lowercase typography will give your designs a slightly softer look.

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Sentence Case

Sentence case is the style used when writing sentences—the first letter is capitalized and there is punctuation at the end of your phrase. This is most commonly used for body copy, long-form writing like blog posts, or social media captions. It’s helpful to increase readability and make your assets easy to understand. You can also choose to use sentence case for headlines or sub-headers, though they are more commonly written in title case. 

Title Case

Title case is when you capitalize the first letter of all major words in a phrase or headline. Title case is most commonly used in headlines and subheaders, but is best reserved for only one or the other. When you have a headline and subhead living together in any design, consider leveraging title case for the headline and uppercase for the subhead to create a stronger visual hierarchy. Title case is also sometimes used for calls-to-action to better differentiate them from body copy.

typography Hierarchy

Typography Casing Combos & Hierarchy

The best part about typography? You don’t have to choose just a single style. Mixing and matching different options can help you create a more dynamic, visually interesting design piece. Some common combinations include:

  • UPPERCASE HEADLINE & Sentence case body copy
  • Title Case Headline & Sentence case body copy
  • UPPERCASE HEADLINE & Title Case Subhead
  • Sentence case body copy & UPPERCASE CTA
  • Title Case Headline & UPPERCASE CTA

Especially for designs that are text-heavy, it’s important to add variety to your typography. This will create added visual interest and create a clear separation between different types of copy. But whatever combinations you choose, be sure to strive for consistency. Every headline on the page should use the same style—same with body copy, calls-to-action, subheads, and eyebrows. This approach creates a predictable visual hierarchy, so viewers understand which copy is most important at just a glance.

Font sizing can also help you create a clear type hierarchy. Typically, your headline should be the largest font on the page, followed by the subheadline. The body copy is often the smallest. Thinking strategically about your font size will help you move the reader’s eye down the page and help get them to engage further. It also helps you to ensure that they get the most important information first. 

 

If you need help defining your community’s visual style, it might be best to enlist the help of the experts. At zipcode creative, we have helped countless communities develop their branding, establish their visual guidelines, and craft their marketing materials. Get in touch with our team today to get started!  

Curb Appeal Signage: Apartment Design

Written by Stacey Feeney on . Posted in All Articles, Graphic Design.

First Impressions = Curb Appeal Signage

Creative apartment marketing is reliant on brand awareness—and a sign for your community is the first touch. Think of it like an introduction. And also be aware: first impressions absolutely count. When it comes to curb appeal, signage should be like a greeting—friendly, welcoming and memorable.

ONE AND DONE

Something that’s great about signage? It’s cost-effective. Your curb appeal gets a boost, and your budget also stretches a little farther. Once you put a sign up, it’s there and you don’t have to pay for it over and over, like digital ads. It’s on 24/7/365!

BE HELPFUL

Signs are a guide that’s always there, rain or shine, telling your visitors what to do and where to go. It’s also a nice way to showcase any offers or open houses you have going on. Being helpful is a big part of customer service—the foundation that customer loyalty is built on.

Stand Out With Signs Out

GRAB ATTENTION

Paid ads are targeted. Which is fine, unless you’re trying to expand beyond your typical audience. With curb appeal signage around your community, you can grab the attention of anyone who is walking, jogging, or driving by. More leads can equate to more leases!

DISPLAY OFFERS

Your prospective residents don’t know what they don’t know—in other words, if you don’t tell them about leasing specials, they won’t take advantage of them. Use bootleg signs to show off your most tantalizing amenities and start increasing the interest in the community.

REINFORCE YOUR BRAND

Signage—especially big ones (read more on that below) can help underscore your community’s brand. Improve your customer loyalty, appear more professional, and increase your brand awareness, all with a few well-placed (and well-designed) signs.

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The Best Signs for Community Curb Appeal

FLAGS

Also called feather signs, flags are an attractive approach to boosting your community’s curb appeal. These polyester signs can come single- or double-sided, and they’re often used to display a quick call-out. They can be placed singly or they can be staked in the ground in a group to show information, all in a row. “Now Leasing” on one flag, next to another that shows your phone number or website could be a winning combo. Make sure you match your brand colors and use a clear font—use one that’s in your apartment’s brand style guide.


BOULEVARD BANNERS

There’s an air of hometown happiness with classic boulevard banners. Capitalize on the attention of passersby with multiple double-sided callouts in a row on the posts outside your property: “Welcome Home! Leasing Now! Great Specials!” Again, be sure to use your logo, your font, and your colors to align with everything else you put your name on. Boulevard banners are an elegant way to show off your property (even more curb appeal!) and capture more prospects.

BUILDING BANNERS

(OR FENCE OR GARAGE BANNERS)

There’s no such thing as wasted space when you use banner signs on your building, fence, or garage. They’re big, they’re beautiful (if you do them right!) and they’re a game-changer. Use them to give a “Coming Soon” update if you’re in an early phase of construction. Use a big banner to give a few extra details about your apartment community, like bedroom options and your website. Show off a beautiful picture of your apartment interiors alongside your tagline. Whatever you choose, keep it clean and simple with a clear call-to-action. Done well, these make your property more attractive with extra color and interest.

BOOTLEGS

(OR BANDIT SIGNS)

We love a good bootleg sign at zipcode creative. Also called yard signs, these are cost effective, and you can easily install them yourself. With bootleg signs, keep in mind what you would want to know about an apartment while walking by—are they accepting lease applications? Do they offer 2 bedrooms? Do they have any good leasing specials right now? Make sure, as with everything else, that the fonts, colors, and style on your cute, tidy bandit signs are indicative of your community’s brand.

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Apartment Community Signage Best Practices

Now that you have some ideas around what signage is best for curb appeal, it’s good to make sure you have some best practices in mind, too:

CONSISTENCY

Colors. Fonts. Style. Taglines. You should know the drill by now, but we’re here to remind you: Get and stay consistent so that your brand recognition is off the charts.

PROFESSIONAL DESIGN

Don’t leave it to the sign company. It’s a sign company. They make signs. Find a trusted branding and graphic designer who knows multifamily (like zipcode, hi!) to make beautiful, clear signs that will attract your next best resident.

CLEAR CONTENT

A pro designer knows how much info should be shared on a single sign. Enough to read it easily and quickly and have enough content to convey a basic message.

PLACEMENT

High traffic areas are the best spot for your beautiful new signage. Think, too, about what audience you’re reaching—drivers? Keep the message simple and large so they can read it quickly. Foot traffic? Add in some directional signage with arrows to beckon them into the leasing office. Neighbors? Place signage visible from the building across the way, indicating your availability and leasing specials so they can move for a better deal!

 

If the first words out of your new prospect’s mouth are “I saw the sign”, consider yourself a success. (And current residents will appreciate the attractive signs you’ve placed around, making their home a more beautiful one.)

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

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Color Palette: Branding Apartments

Written by Stacey Feeney on . Posted in All Articles, Graphic Design. 1 Comment on Color Palette: Branding Apartments

Besides the name and logo, there’s another part of your branding that ensures your community is instantly recognizable: your color palette. Certain combinations of colors instantly recall certain brands—while bold primary shades of yellow, red, and blue represent Google, bright red and white are equally synonymous with Coca-Cola. Choosing a distinct combination of colors is a must to help your community amp up your brand recognition and stand out from your competitors.

But all color palettes aren’t created equal. When choosing your colors, be sure to carefully consider a few different factors to land on the perfect hues.

Dos:

  • Consider color psychology
  • Explore your favorite brands’ palettes
  • Evaluate your brand’s personality 
  • Look for inspiration in unexpected places

Don’ts:

  • Copy other brands directly
  • Forget about your target audience
  • Just choose a single color
  • Skip testing your palette

Do:

Consider Color Psychology

People naturally associate certain colors with certain feelings or emotions. Red, for example, is often associated with anger or passion. Pink is typically considered a feminine color, while purple is a majestic and royal shade. When choosing your colors, be sure to consider the intrinsic meaning of each hue, and ensure it aligns with your greater brand messaging and objectives.

Don’t:

Copy Other Brands Directly

Having a unique color palette is integral to standing out. While you can seek inspiration from other brands, be sure to put your own unique twist on the shades. Change the saturation, swap out a few of the secondary colors, or use them in different ways to create a distinct visual identity for your brand. The more you can standout from your competitors, the better – so do your own thing with color too!

Do:

Explore Your Favorite Brands’ Palettes

If you’re looking for inspiration, look to your favorite brands and see what they have in common. Are you gravitating towards bright, bold color palettes? Or do you prefer more muted, neutral combos? Evaluating your top picks can help to reveal patterns and preferences you may not be conscious of, giving you a good starting point for creating your own.

Don’t:

Forget About Your Audience

Consider who you’re targeting when choosing your brand colors. If your audience is mostly Boomers, for example, you would maybe want to explore muted, neutral shades and cool tones. If your audience is Gen Z, on the other hand, you’d want to explore more playful, bold, and youthful shades. These small nuances can help your branding resonate better with your audience and make your community feel like a naturally better fit.

Do:

Evaluate Your Brand’s Personality

If your brand is sophisticated and elegant, you want to ensure you choose colors that match. Similarly, if your brand is more fun and playful, you’ll want to pick shades that represent those elements. No matter your brand personality, be sure to mimic your style and vibe with your primary and secondary colors. This will help give your audience context clues about your brand, so they better understand your style from the very beginning.

Don’t:

Just Choose a Single Color

Branding needs more than one color to shine. Choose at least two primary shades, in addition to a selection of neutrals, that you can mix and match to create different marketing collateral. This will help ensure you have dynamic and interesting assets, as opposed to ones that fall a little flat.

Do:

Find Inspiration in Unexpected Places

Colors are all around us, which can make it easier to find your favorite combos. You don’t just have to use photographs and other brand logos as a starting point. Think outside the box and look to natural landscapes, food, flowers, and even fashion trends as a starting point for the individual shades and color combinations you’re drawn to.

Don’t:

Skip Testing Your Palette

While your colors may look good in isolation, it’s important to test them in different places to make sure they make sense tother. Make a few different combinations and a few different cross-channel assets to make sure you like the way everything is working. You should also test the color contrast for accessibility to ensure any text is easy to read.

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Putting it All Together

After gathering your inspiration and doing your due diligence, it’s time to put everything together. 

  1. Start by asking senior leadership which colors they love (and which they hate). This will help give you a good jumping-off point for your color palette.
  2. From there, choose your first must-have shade. This will serve as the primary color in your palette.
  3. Then, add a complementary color. If you’re not sure which color best complements your pick, look to the color wheel—the shade on the exact opposite side of the wheel is its natural complement. 
  4. Then, play around with the saturation. Choose both a light and dark version of your primary brand color. 
  5. Next, add one or two neutral colors like white, black, gray, or beige. This will help you achieve the dynamic palette you need to execute any type of asset. 
  6. Finally, add an accent color to add an eye-catching pop.

 

If you’re struggling to find a color palette that feels true to your brand, reach out to the experts. At zipcode creative, we handle every element of branding from logo and name development to brand guidelines and color palettes. We’ll partner with you and your team to create a brand identity that perfectly represents your community. Reach out today to get started!

Apartment Staging for Fall Marketing

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

Fall is the perfect time to think through your apartment staging strategy. As the days get shorter and the smell of autumn lingers in the air, you’ll need to prepare your model suite for the other changes the season brings: adults moving into active adult housing, empty nesters downsizing, and college graduates finally landing a new job, looking for the perfect apartment.

There are countless advantages to staging a model apartment for your prospective residents. For one, it’s plain and simple (good) marketing—selling what life could look like for those considering living in your community. If you’re going through the process of apartment staging for fall, be sure to follow our tips. If you’re not, consider this small fact: an unstaged home often has visitors tour for 5 minutes. But a staged home, on average, has a visitor/prospective resident or buyer in the house for 40 minutes. Every one of those 35 minutes counts a little more towards getting your lease signed.

Apartment Staging for Fall, Helps Marketing

SHOW VALUE

Having a higher cost of rent when the home is staged doesn’t feel as exorbitant, when they see the way the apartment is laid out. It’s a helpful sales tip that works. The pricing then can reflect the effort you’re putting in. When you show off what you can do with one model unit, your future resident may assume that this level of effort may extend across all of your community (showing that you care about more than rent coming in on time).

FOCUS ON THE GOOD

According to apartmenttherapy.com, elevating the exact characteristics the prospective buyer (or in this case, renter) will fall in love with, can help in a number of ways. Just as staging can help homes sell faster, staging apartments helps them lease up faster. When your prospective residents can picture the place being home, they’ll want to move quickly to secure it. When you put in the effort and show the value, your prospects will be attracted to the little touches of luxury and home you’ve added in.

Apartment Staging for Fall, Best Practices

DISTRACT (A LITTLE)

Without anything in the room to look at, visitors have trouble visualizing exactly how the room should be laid out, or if the space is big enough for their favorite chair and side table. Instead of checking out the room and details, they’ll likely be looking everywhere you don’t want them to—including out the window. Keep their attention in the space and disguise any imperfections or areas that are less desirable with something beautiful, soft, or handy. Help it feel a little closer to home with some added touches of the autumn season:

  • Decorative gourds and pumpkins (real ones can last a few months if kept whole!)
  • Twig wreath
  • Light rain or leaf or moss-scented candle (nothing too heavily fragrant; avoid pumpkin scents—not everyone likes super sweet smells)
  • A stack of leather-bound books
  • A cozy throw pillow and/or blanket over the sofa, chair, or bed
  • Floor and table lamps, to give levels of light

THIS COULD BE YOU

When you put in all of the furniture and details, make it a little bit aspirational—have prospective residents saying, “Ooh, we could sit in this corner and read when it rains, and have a mug of tea on this table.” When you show use of the space, inspire your visitors to do the things they would love to do (and be the people they want to be) with interesting, beautiful art, sculptures, fresh flowers, and even some live plants, if possible!

KEEP IT SIMPLE

When decorating, don’t lean too heavily into a super strong style. Keep it a little generic, so that any visitor can imagine themselves living there. Keep it inviting. Keep it uncluttered. Keep it clean. Avoid anything that could invoke strong reactions.

GET OBVIOUS

Do you have beautiful new energy smart or app-controlled appliances? Place little call-out signs near them to show them off and give a little fact about them. Make sure to have your apartment colors and logo on it—it will look more official that way. (Contact us if you need a little branded sign or a booklet brochure. We have your back!)

LIGHT IT UP

Shed a little light on the best spaces in the model unit. Use mirrors to your advantage, helping the room look bigger and more well-lit (especially as the days get shorter towards winter). Place light-colored and/or sheer curtains around the windows, placed higher above the frame; the light curtains let in more sunshine, and the high placement gives the effect of larger windows.

WORK WITH THE ROOM

Not every community has the same style. Work within the bounds of the architectural style you have. Minimalist? Eclectic? Hacienda? Mod? Be careful to choose furniture that works with your apartment style (and don’t get too funky, even if it’s fun). Overwhelming the resident with style can repel them from seeing themselves in the space—the exact opposite of what you want.

KEEP AUDIENCE IN MIND

In keeping with the architectural style of your community, you’ll also want to carefully consider the audience you’re trying to reach. If you’re modeling a suite for an active adult community, find comfortable chairs, cozy spaces, places to play card games and drink tea, and maybe, (if you’re pet-friendly) a little staged doggy bed and doggy dishes in a corner. However, if you’re trying to reach a studious resident, be sure to carve out a space that looks perfect for reading and studying. They’ll be able to picture themselves perfectly in the unit.

Apartment Staging for Fall, Additional Benefits

Something not often discussed—there are even more benefits for staging beyond resident tours. You can also use the staged model unit for photo shoots. These photos can be placed on any of your marketing collateral, and if the staging is “lightly” seasonal, you can use some close-ups for your social media posts: instagram, facebook, and the like for any seasonal specials you have, or fun posts you want to do. Be sure to hire a professional photographer for the best shots. They’ll get all the angles you’ll need.

 

Ready, set, start your staging!

lifestyle stock photography lifestyle stock photography

Lifestyle Stock Photography for Your Apartment Brand

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

They say a picture is worth a thousand words—and it’s true. An image quickly portrays a certain attitude, vibe, and emotion, all in just a glance. So when choosing lifestyle stock photography for your community’s marketing materials, it’s important to pick wisely. 

Prospective residents begin to associate what they see in imagery with what it must be like living in your community. Choosing photos that accurately represent your community’s lifestyle is vital to authentically depicting what it’s like for residents—while also portraying an aspirational lifestyle that quickly catches viewers’ attention. 

Use one of these tried-and-true approaches to find the right lifestyle stock photography for your community. 

People-Focused Lifestyle Stock Photography

Though it’s not a hard and fast rule, it’s not uncommon to see lifestyle stock photography that depicts smiling, happy, beautiful people. When curating photography for your community, it’s important to choose images that evoke an elevated, coveted lifestyle. 

From a family relaxing by the community pool while enjoying the sunshine to a fit young man hitting his goals in the fitness center, the right photography can help people imagine what their life would be like in your community—and including people is an important part of that. To take it a step further, specifically select photos that represent your target demographic. If your target market is families, active seniors, or young professionals, we can curate a selection of photos that feature people in a similar demographic so they can even more easily imagine themselves as a resident – all while keeping the entire gallery diverse to stay compliant with fair housing, of course!

People-Focused Lifestyle Stock Photography 2People-Focused Lifestyle Stock Photography 1

Real People & Real Residents in Photography

Instead of using generic lifestyle stock photography you can take it to the next level and use images of your real staff and residents. Though this is slightly more complex, it helps you stay totally true to your brand and your community. It also gives you the opportunity to hand-select each image that you want and capture the exact angle, area, or person that you’re looking for.

To start, find a photographer in your area whose work you love. You can then arrange for residents and staff to be on-site to capture your dream photos. Try including your graphic design team or bring on a third-party agency to ensure that the photos align with your branding and creative vision. Just be sure to collect photo releases from everyone involved, so you can freely use the images in all of your marketing collateral. 

People-Free Lifestyle Stock Photography 1People-Free Lifestyle Stock Photography 2

People-Free Lifestyle Stock Photography

You could choose to avoid people completely and still curate elevated and sophisticated lifestyle stock photography that perfectly represents your community. Select photos that leave details and people up to the imagination. Showing a coffee cup and a book on a table in the business center or a towel and sunglasses on a lounge chair by a pool, for example, hint at the amenities and lifestyle that your community offers—all without showing them directly.

This is an amazing option for communities that are undergoing renovations or have some planned in the future. It’s also a smart option for new developments that don’t yet have spaces to photograph. You can use these lifestyle stock photos in addition to renderings to portray your community’s best elements, all without limiting your target audience to a certain demographic.  

Whether you’re looking to orchestrate a full-scale photoshoot or simply need an expertly curated collection of lifestyle stock photography, having added expertise on your side goes a long way. At zipcode creative, we’ve created marketing materials for communities of all shapes and sizes. From developing websites from scratch to refining your branding to developing printed collateral like postcards or brochures, we can help you select the right photography to make your community jump off the page.

Get in touch with our team today to get started.

Neighborhood Recommendations Neighborhood Recommendations Neighborhood Recommendations

Neighborhood Recommendations to Sweeten the Leasing Process

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

The VIP type experience doesn’t have to be limited five-star hotels and 24-hour concierge service. With your apartment community, you can attract residents by having every bit of neighborhood knowledge at your fingertips. By showing your investment in the community and the area you’re (working) in, your residents, both current and prospective, will feel more at ease sticking around and staying for a while. And they’ll be excited to live there. Why? Because you have the most trustworthy neighborhood recommendations!

Inside Scoop

Any multifamily community can handle giving basic info to its residents: trash/recycling schedule, upcoming maintenance work, seasonal pool dates. But you’re not basic—you’re the best community in the area. Or at least you can be, if you think beyond. Provide the best neighborhood recommendations, with insider knowledge, and your residents will come to rely on you not only for the roof over their head, but they’ll also credit you for telling them the best burger joint in the area. Consider yourself their guide, because improving resident-management relationships will boost morale and resident retention and your google review ratings.

Walkability

Knowing your walkscore and showing it off in your marketing materials (if it’s a good one!) can be helpful. Quick reminder: a Walkscore is a numbered “walkability” score that ranges from 0-100 for a location. It shows how easy or far routes are from the resident location to specific amenities a person may need on a typical day (shopping, food, drink, transit). Having a walkable neighborhood is important for residents who are not car-reliant, or who prefer to have a lively neighborhood with plenty of things to do and see within walking distance. Note: Having usable sidewalks is helpful for the score, as well—some more suburban or rural locations might not have these, and the walkability score will be affected.

School Information

If your community is home to families, you’ll certainly want to have the neighborhood’s school information on hand. Check greatschools.org to see which schools are nearest you, who they serve (elementary, middle or high school students) and how they’re rated. It will also be helpful if you have start and end dates for the school district (or bookmarked at the front desk, along with the school schedules). If you have preschools and daycares (or private schools) in the area, ask if you can help by having paper applications at your front desk to give in your welcome packet for new residents. They might be happy to know that you’ll be sending them some inquiries, too! 

It will also be helpful for your community families to know which of these schools have before- and after-school care. If the schools have a brochure for that, keep that handy as well. At the very least, having a listing of local schools on your community’s “area” page will be very helpful.

neighborhood recommendations

The Best Recommendations

When moving to any new community, it’s super helpful to receive neighborhood recommendations from those who are “in the know”—especially from someone you may see on the regular. Take, for instance, the best items on a menu that might not be obvious to the new kid in town. (Does Al’s Pancake World somehow have the best egg rolls? Tell them!) 

HOBBIES

It’s also worth noting where the best shopping is, and having a few nearby parks—including dog parks—noted. If there are hiking or running trails, keep those in mind for the runners and hikers in your community when they ask.

FOOD

As far as food recommendations, you can almost count on being asked where the best: burgers, pizza, Mexican, Chinese, and Thai places are. Take note, and if possible: have a few menus handy.

ATTRACTIONS & TRANSIT

When family or friends are in town visiting, have some recommendations for local attractions, and the best way to get there (Ride share? Subway? Walk? Bus?) Give tips on how to take transit, and what the options are for rides (single use, day pass, multi-use, etc.) and where they can find those transit cards/that information.

NECESSITIES

For those not-as-fun recommendations, it’s good to know where the closest emergency room or 24-hour clinics or pharmacies are located. When you have a resident who needs medical attention (not a medical emergency) be ready to point them in the right direction.

DELIVER YOUR RECOMMENDATIONS

While we’re in the age of “I’ll just look it up on my phone” it’s even better to anticipate the needs of your residents and have tailored recommendations at the ready—both while you’re at the desk, over the phone, and in your marketing materials in a beautiful neighborhood map (made by zipcode creative!)

Connections

You’ve got the connections. As the apartment manager, you might know some other business managers, so work on building up your partnerships. Cross-market the others. Trade flyers, host pet adoption events, or consider offering a rent incentive program for the employees of large local companies or organizations. You can even work on putting together a neighborhood fair in your community with local cafes, eateries, and local businesses—and advertise it all for current residents, while advertising and opening up the event to prospective residents, too. If you’re lost on where to start, check out our blog on marketing your multifamily community through local partnerships here.


PARTNERSHIPS

Talk to the businesses around you, and see if you can snag a coupon specifically for the residents in your community, say 10% at the pizza place just around the corner. When you score a deal for your residents, advertise it in your resident newsletter and at the front desk to make sure everyone who wants to take advantage can. That’s a win-win-win. Residents get a deal, local businesses get patronized, and you improve your recognition around town and get to keep making the community go ‘round.

If you aren’t manning the front desk all hours of the night, make sure you have this information in a spot where your residents can find it: on your social media posts, in your facebook resident group, on your community board, and especially in your beautiful resident welcome packet! The best part about being in a community is the food—er, rather, it’s the people. Showing off every gem in your neighborhood is one of the biggest selling points you can make—so study up!

LSEVEN artwork is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

brand style guides brand style guides

Brand Style Guides for Multifamily

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

Brand style guides are the ultimate way to create brand recognition. For your community, that’s just one piece of the success puzzle. When your internal team knows your brand (thanks to a super clear and beautiful brand style guide) they’ll keep things consistent. And that consistency equates to brand recognition from the inside, out—to your residents.

Create a style guide and get ready to go on branding cruise-control…most of the time, anyway. First you might be wondering:

What’s a brand style guide?

A brand style guide keeps your visual identity intact. All your branding elements are gathered together into one (beautiful) package. It can be stored online as a pdf, or printed in booklet format. The style guide lays out every one of the visual and verbal pieces of your brand including:

  • Brand Story
  • Brand Voice and Tone
  • Logos
  • Colors
  • Typography
  • Design Elements
  • Imagery

With a cohesive branding package, you’re able to both lay down the law and function as a neutral party (think Switzerland) for when a colleague wants to go against the grain and use a color or font that isn’t remotely representative of your brand.

brand style guides

Why do I need a brand style guide?

The brand style guide for your community will help you update existing marketing materials, or design new ones. It allows you to create consistency across channels and media: social, digital, print, anywhere your brand shows up.

As we mentioned above, it’s a tool for beautiful consistency. A guide for everyone on your team to know and feel your brand when they hear it and see it. Everywhere your brand appears is an opportunity. Don’t miss it. 

Externally, you can develop or deepen brand recognition with your residents and partners through consistency. 

Internally, you (and your colleagues) can be more efficient in your marketing and branding decisions. 

The brand style guide should be developed by your marketing team and/or a professional creative agency, like zipcode, and be accessible to everyone at the company. This will minimize any “I didn’t know the right color to use” issues down the line. Providing a clean, clear brand style guide will easily create brand clarity, no excuses.

brand style guidesbrand style guides

How do I create a brand style guide?

BRAND STORY

Set the stage. Tell what your community does. Tell about your history, goals, values, mission, and vision. 

 

BRAND VOICE & TONE

If your brand was a person, what kind of attributes would they have? Identify this in the brand voice and tone section—especially in regards to how they use language and emotion.

LOGO

Show all the variations that are acceptable for use with your logo—your primary logo, your secondary logo and any submarks. Tell the user exactly how to use the logo and exactly how not to use it: No rotation, no stretching, no different color applications, and no weird color fill.

COLORS

Show your true colors (ha). And identify the colors using the Hex number, the RGB color codes and CMYK or Pantone color codes. Identifying all four of these will help the reader apply the correct color whether they’re working in print or digital.

TYPOGRAPHY

Get technical here. Choose your font styles, the sizes, and the spacing. Show how and where each would be used, especially as headlines, sub-headers, body copy, and accent fonts.

IMAGERY

Define your photographic style—bright and colorful? Moody and deep? Stark and modern? And give plenty of examples.

Once you’ve compiled all the pieces, put it together in an easy-to-digest format, using your fonts, your colors, and plenty of examples. Distribute it far and wide within your company and keep it handy in your brand’s internal files for reference.

Extra Brand Style Guide Tips

  1. If you have a brand style guide already, consider updating it.
  2. If you don’t know where to start, use this as a guide.
  3. Include as many details in the brand style guide as you think are needed. 
  4. List out Dos and Don’ts. 
  5. Provide plenty of examples.
  6. Every so often, take a close look at your style guide. Make sure your branding is still tracking right alongside it. If you need to make updates, whether in the style guide, or rerouting some ill-advised branding choices, do so.

 

Brand recognition is reliant on a successful understanding of your brand from the inside out. It starts with a clear brand style guide being consulted and used internally; once you have that, your consistent brand can now stretch as far as you need it to, without getting warped. Contact zipcode creative to get your brand style guide updated or created. Check out our brand questionnaire to get a head start.

email marketing email marketing

Email Marketing for Multifamily Communities

Written by Stacey Feeney on . Posted in All Articles, Graphic Design, Marketing, Writing.

Email marketing: It can all feel a little mysterious. If measuring your “open rate” is about as scientific as you get, it’s time to take a closer look at your email marketing, especially as it relates to your sales funnel. From leads to residents, it’s important to know what to send when. (You don’t want to send an introduction email to your current residents, right?) Make it easier on yourself by creating an email marketing funnel. Pick your funnel section, and start crafting an email that they’ll want to open.

The first step is to outline your process. Then, set up some email templates and keep a focus on personalization. The more your prospective resident feels seen, the more likely they are to: 1) open the email; 2) take action; and 3) share the email.

And that’s what we all want. Opened emails, follow-through, and brand advocacy. When you’re able to create a pathway or journey for your leads from Point A to Point B, it means more leases signed (and renewed). Check out the tips we’ve created so you can create the ideal marketing email for each section of your funnel, whether you choose to automate, or set up triggered emails for your apartment community.

Emails for Awareness


THE AUDIENCE

This email is for the “I’ve never heard of you” crowd. The reader of the email might be someone who was referred to you, someone who found you through a web search, or maybe they’re part of a prospect email list you’ve purchased with the hopes of converting a handful of leads. They may have also found you through a blog post or, even more likely these days: through social media.

WHAT TO SAY

In this email, you’ll want to clearly introduce yourself. Include a link to your About page, and show off your best sides. Don’t get too granular, but create a little intrigue. This is your opportunity to solidify your branding—the same branding that you’ll need to keep consistent throughout your email marketing funnel. It’s also a good time to give them an option to learn more about what you have to offer. Add in calls to action that lead to your website for a low-barrier-to-entry CTA: “Explore our floor plans” is an easy one.

FOR EXAMPLE

If you’re having a grand opening, for example, this is a good time to let them know when you’ll begin accepting lease applications, and what you have to offer, in terms of type of community, and number of bedrooms and bathrooms in your units.

Emails for Consideration


THE AUDIENCE

Emails for consideration are the natural next step after your awareness-building email. They are for the group of leads that might say “Oh, yeah, this community! I wonder what their apartments include.” Now, you get to answer their questions that might have come up between the previous email and this one. Remind them who you are, what you offer, and make sure that you are clear about your differentiators. It’s time to stand out. For more tips, check out our blog post on brand differentiation here.

WHAT TO SAY

When it comes to consideration, you’ll have to add in some social proof. Bring in the reviews and the testimonials, and sprinkle in some of your biggest selling points. The point is to throw your hat in the ring, and show your community not only as a competitor, but as the best option for the lead reading your email.

FOR EXAMPLE

Outline your market, make your case, and show off the best that you have. Embed reviews, and place a few short-and-sweet testimonials to drive home your point. Place in a call to action to Learn More and make sure your landing page is chock-full of good stuff, like photos, floor plans, site maps, and all the things that attract residents the most.

email marketing

Emails for Conversion


THE AUDIENCE

You’re so close. It’s time to close the deal. This email is for the crowd who’s thinking “Okay, I really need to make a decision about where I’m going to live.” They’re ready to choose, and they should be choosing you.

WHAT TO SAY

Keep their attention. Put your amenities and biggest selling points front and center and make the calls to action (with the buttons and links) super clear. As you tell your lead more about you, make a point to also be learning about them and their needs. Use quick surveys, and offer up customer service contact information, too. At this point, they don’t need more information, they need to get the lease application filled out and submitted to you, so they can make it official.

FOR EXAMPLE

Make it easy, and get them to follow through. When they click on “apply today” or “book a tour”, make sure it goes straight to the page that they need. For more help with calls to action, read our blog on CTA best practices.

Emails for Loyalty

THE AUDIENCE

Why is your best friend your best friend? You spend time together. You know each other. You probably have their coffee order memorized. This is the goal with your email marketing funnel, too, especially when you get down to the loyalty aspect. You want to not only attract your residents, you also want to retain them. These emails are meant to make your residents say, “They know just what I’m thinking.”

WHAT TO SAY

Send out emails about community events. Create a social media competition and build your email campaign around it. This portion of your email marketing funnel may last a little longer than the others, because you’re building up your relationship through keeping the lines open. Your goal is also to stay front of mind. (Out of sight, out of mind—let’s not even go there!)

FOR EXAMPLE

Keep bringing helpful information and every once in a while, toss out a lease special or a giveaway (free gift cards to local shops, for example) so that your email readers feel a little more like VIPs, getting the special deal. 

email marketing

Emails for Advocacy


THE AUDIENCE

This email is for your resident who thinks “I wish all my friends were my neighbor. I wonder if they have lease openings.” Well, luckily for you, you’ve built a relationship with your resident, and now it’s time to take it to the next level: turning your loyal resident into a brand advocate. They love living in your community.

WHAT TO SAY

Jump in and let your happy resident know that you’re accepting new lease applications. Give them extra “points” for sharing—offer a gift card or referral bonus for successful referrals. Encourage them to post on social media about their experience, or to share one of your posts—it’s fun to reward social media advocates of your brand.

EXAMPLE

Try offering up a reward for leaving reviews. The reward can be a small gift card, a gift basket of local goodies, or just plain cash. Note: Offer this only to residents that you’ve confirmed are happy with your community. You can use a satisfaction survey prior to this offer, and streamline your reviews successfully. When you make the ask via email, you can see who’s clicking on it, and use that info to follow up as needed.

Email marketing can feel complicated, but breaking it down into sections of the funnel will help you prioritize your methods and reach your audience with the right words and visuals. 

Still feeling overwhelmed? That’s understandable. Reach out to zipcode creative to get our help with a custom-designed email blast (one or multiple) so we can take care of the pretty parts for you. If copywriting is where you’re getting stuck, we can help with that, too! Bottom line: We make things pretty—whether it’s words or design. Get in touch.

Images in this post are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Outdoor Amenity Spaces Outdoor Amenity Spaces

Outdoor Amenity Spaces for Summer Marketing

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

During the warm-weather months, there’s nothing as relaxing as enjoying the sunshine and soaking up some vitamin D. Reframe your marketing to give your outdoor amenity spaces a leg up—since it’s what prospects and residents are thinking about! 

If your community has outdoor amenity spaces like event lawns, a pool, or grilling areas—or even private outdoor areas like patios—it’s important to weave these elements into your summer marketing strategy so that prospective residents can see everything you have to offer. From lounging by the pool to picnicking on the common lawns, the outdoor lifestyle they could lead in your community is an important differentiator. Try using these tips and tricks to focus on summertime seasonal amenities to make your community feel irresistible amongst the competition.  

Summer Swag

Developing seasonal swag is an amazing way to highlight specific outdoor amenity spaces. If you have a pool, for example, consider creating beach towels as a move-in gift to enhance their experience If you have a grill area, you could create outdoor dining accessories in your brand colors and accented with your logo. Similarly, tennis courts pair well with branded tennis balls, and outdoor dog runs are the ideal opportunity to create pet-friendly swag like leashes or portable dog bowls. While prospects are evaluating their future living situation, these pieces showcase not only your community’s amenities but also your thoughtful approach to resident engagement.

Local Partnerships

If you want to branch out and reach new prospective residents, partnering with local businesses can be an amazing way to expand your audience. Consider teaming up with local bars or restaurants to host events in your outdoor space. From a concert series to weekly food tastings to happy hours, it will allow you to solidify yourself as a staple in the community—and it also allows you to showcase the beautiful amenity spaces you have to offer. While not everyone who attends may be looking for a new place to live, it’s an amazing way to generate positive word of mouth and get the word out there about your community. 

Outdoor Amenity Spaces - PoolOutdoor Amenity Spaces - Pickleball

Prospective Resident Events

Hosting prospective resident events, like happy hours or cookouts, at your outdoor amenity spaces allows you to not only answer all of a prospect’s questions but also show off your outdoor area at the same time. You can even combine these events with existing resident events to allow prospects to mingle with your current residents. This will allow interested parties to get a feel for the lifestyle and demographic of your community and gauge whether it’s a good fit for what they’re looking for. The best part? Instead of doing dozens of individual apartment tours, you can host a large number of prospective residents at once to generate a higher volume of warm leads. It also helps to keep existing residents engaged for a win-win way to market your amenities.

seasonal marketing event flyer

Seasonal Marketing 

While you likely have evergreen marketing assets like a brochure or direct mail postcards, why not change it up for the summer months? Revisit both the copy and design elements of your existing marketing materials to give them a summer spin. Feature eye-catching photos of your outdoor amenity spaces, like your pool or barbecue area. Be sure to also infuse your copy and content with summer-themed language, like “Make a splash!” or “Fun in the sun.” These small changes will help set your marketing apart from local competitors and help to re-engage prospects that may have gone cold. If it’s in your budget to do so, create a leasing incentive and turn it into a summer campaign!

No matter how you choose to showcase your outdoor amenities, now is the time! This peak warm-weather season marks the most popular time of year to move, so highlighting all of your outdoor amenities can help distinguish your community from your nearby competitors.

If you need help crafting your materials or figuring out where to start, our expert team at zipcode creative can help. From developing distinctive branding to overhauling your direct mail materials, we can give your marketing a polished, professional look. Reach out today to learn more about what our team can do.

Brand Differentiation in Multifamily

Written by Stacey Feeney on . 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.

brand differentiation

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.

brand differentiation

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!

Senior Living Senior Living

Attracting the Right Residents: Active Senior Living

Written by Stacey Feeney on . 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.

Senior Living Events

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.

Senior Living Amenities

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. 

 

student housing student housing

Attracting the Right Residents: Student Housing

Written by Stacey Feeney on . 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 . 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 Naming Amenities

Naming Amenities Strategically to Attract Prospects

Written by Stacey Feeney on . 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.

naming amenities

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 . 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.

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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).

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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.

Pet-Friendly Apartment Marketing Strategies & Campaigns

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

If you’re a pet-friendly apartment community, you already know: it’s a big draw for many of your residents. Capitalize on this special offering, and build up your residents’ confidence in your community’s pet friendliness through both creating a pet’s paradise (and marketing it like the total gold mine it is). With more than one-third of all American households owning a dog, and over two-thirds of households owning a pet of any kind, it’s no wonder that being a pet-friendly community will work out in your favor. The benefits of pet-friendly apartments are clearly there, for both the manager and the resident: You can improve your reputation, broaden your audience, make a little extra money with pet rent, and encourage more lease renewals.

Start seeing the locals “sniff out” your apartments (and settle in) in no time.

Step 1: Show You’re Pet-friendly

SHOW, DON’T TELL

You can say that you’re pet-friendly until you’re blue in the face, but ultimately, you need to show it. Make sure that every pet amenity is exactly what your residents (including Fluffy) need.

PRIMP YOUR PET AREAS

Make sure your dog park is totally inviting: complete your dog park package with a dog waste bag dispenser and waste receptacles. This not only encourages your residents to pick up after Fido, it also gives them a specific place to put that “pile.” Once the day at the park is complete, is your dog wash area ready for use? Advertise it! Make sure every resident knows that there’s a self-serve dog wash area just for your furry friends.

At every turn, it’s important to remind your residents how much you love their pets. Have pet treats at the front desk; you can even give out pet birthday treats. The residents will be honored that you thought of their little companion, and will probably brag about it to their friends!

UPDATE UPDATE UPDATE

Even if it’s clear that you’ve got all the pet-friendly amenities, keep up that energy. Did you put a water bowl out for thirsty visitors near the front desk? Do you have a few veterinary offices you can recommend on hand? Keep up and make sure you stay at the top of your game with your pet-friendly reputation.

Step 2: Create a Pet-Friendly Marketing Campaign


SHOW YOU’RE PET-FRIENDLY IN SOCIAL MEDIA

Everyone loves puppies and kittens. Photos of them are no different. Posting photos of your four-legged residents can attract new leads to your apartment community (just because they’re cute) and it can help show off how pet-friendly you are. You can schedule in a “pet of the week” or “pet of the month” feature into your social media calendar, and ask a few questions of your furry friend:

  • What’s your name and how long have you been living here?
  • How old are you?
  • What’s your favorite treat and your favorite activity?
  • What do you like most about living in our community?
  • What’s your human’s name?

You can either create a drawing for “pet of the month” or you can request the publication of the photo and answers in exchange for a special pet treat. Be sure to capture a photo of the pet in their apartment, in the dog park, or looking out the window of the community, to fully paint the pet-friendly picture for those scrolling through social media. Additionally, make sure you grab a testimonial from the owner about the pet amenities in your apartment community.

Additional social media pet-friendly apartment marketing ideas:

  • IG Stories: Create engaging Instagram stories with multiple choice “Guess the Name of this Furry Resident!” or other fun guessing games
  • IG Reels: Create fun, easy videos with trending audio clips to show off your cutest residents out “in the wild” in your amenities (with the owner’s permission, of course)
  • IG Saved Stories: Save IG stories in one spot on your instagram, labeled: “Pets at ______ Apartments” so visitors to your instagram page can always find it
  • Hashtags: Use hashtags #petfriendly #furryfriends #petfriendlyapartments to be easily found
  • Share testimonials from pet owners about the amenities at least once per month.

If you’re running out of ideas, look up trending instagram ideas, and see how you can apply that to your next pet-themed post!

 

GET “PET-FRIENDLY” IN PRINT

As for print marketing: keep it general, but informative—market the pet-friendly amenities that you have, and be sure to include photos of each amenity. Include at least one testimonial that speaks to your apartment community’s pet-friendliness. Along with testimonials and amenity descriptions (along with stating whether there is pet rent or a pet deposit, or any breed restrictions) make sure you have a photo of pets in your community, either with their owners or out in the dog park. Showing your pet friendliness in action is key.

Additional pet-friendly apartment print marketing ideas:

  • Create eye-catching signage with all your brand guidelines incorporated: font, colors, style, logo in the corner, and don’t forget to announce it from the rooftops. Simply: “WE’RE a PET FRIENDLY community!” That should say it all.
  • Make a mailer/postcard featuring your pet-friendly amenities prominently (and proudly)!

 

ADVERTISE SPECIAL OFFERS FOR PET OWNERS

If you’re able, offer a leasing special for your pet rent or pet deposits. This can be especially helpful if you’re trying to grow that aspect of your community. People with pets will certainly be appreciative, and once they become residents, they’ll appreciate your community even more. (And they’ll tell their friends. Organic reach is a beautiful thing.)

 

DON’T SLEEP ON DIGITAL DESIGN

Your website should have plenty of opportunities to be found in SEO results for “pet-friendly apartments [City State].” This is what pet-owners will be searching for, and it’s best if you know how to appear in the first few results of those keywords. Use “pet-friendly apartment” and “pet-friendly” and “pet deposit” throughout your website, but especially in headings, special text (bold, italics, bullet points) and in photo captions and meta tags. If possible, creating an entire page for it will garner some additional attention from website crawlers as well. 

Your email subscribers/leads will need to be reminded that you’re pet-friendly. Feature it in every email, whether it’s a brief mention of an upcoming event, a link to your latest social post about pets, or a reminder that you love pets in your community. Set yourself apart.


Additional digital marketing tips for your pet-friendly apartments:

  • Make pet-friendly themed ad sets (and consider making a specific pet-friendly landing page with all the deets). Need help with PPC? Ask zipcode.
  • Make sure your pet residents make an appearance in your promo videos.
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Step 3: Test Your Pet-Friendly Results

SURVEY SAYS

Sometimes you only know what is going wrong with your community’s amenities because of complaints. Surveys can help you address issues before they become a bigger problem. How pet friendly your community is may be no different. Send out a survey to all the registered pet owners in your building/community. Ask them a handful of questions:

  • How often do you use our dog park? (Never, Rarely, Sometimes, Usually, Always)
  • How often do you use our dog wash facility? (Never, Rarely, Sometimes, Usually, Always)
  • Do you find our community to be pet-friendly? (Never, Rarely, Sometimes, Usually, Always)
  • Is there any way we can improve our pet friendliness?

Just a few tailored questions can give you better insight into what your next steps should be. 

 

CREATE COMMUNITY

If you’ve found that your residents need to make more friends, start brainstorming pet-friendly events and put them on the calendar! Advertise a matching dress-up contest. Host an adoption event. Partner with local pet shops for giveaways. Host an outdoor movie night, showing Lady & The Tramp or another pet classic. Bonus points if you do a raffle giveaway at the end or during an intermission!

All told, pets are part of our families. And families need homes—it should be your apartment community. Make it easy for current and prospective residents to choose you, because you’re the ones that offer the most for their whole family.

It’s important to build a pet-friendly marketing campaign to capitalize on more residents and more leases signed; employ a multi-faceted approach for your pet-friendly apartment marketing, from added brochures to special social media features to custom designed a-frame signs. At a loss? Contact the pros at zipcode creative if you need a boost creating your next campaign!

Pup Culture campaign is ©Fairfield Residential | Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Web Forms for Multifamily Lead Capture

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

Get web visitors to convert by thinking more strategically about your forms.

In a sea of competition, sometimes it can be tough to generate those leads you’re looking for. If you’re getting good website traffic, but your visitors aren’t converting into leads, it might be time to start digging into the “why.” 

One often overlooked—but incredibly impactful—part of your website is the way you’ve designed your web forms. If you’re asking web visitors to enter their information to sign up for a tour, join your newsletter, or get in touch with your leasing team, take a closer look at the form design to determine if it could be the culprit in your low conversion rates. Capturing leads on your website is an important way to get prospective residents’ information—and making those forms as seamless and easy-to-use as possible is integral to high conversion rates.

Learn more about web form design and how to be sure you’re using best practices throughout your community’s website.

 

Why Web Forms are a Must for Multifamily Communities

Instead of just having hundreds of anonymous website visitors, web forms allow you to collect leads’ information, like their name and email address, so you can engage with your target audience in a more dynamic way. You can use forms in many places on your website, from the contact page to the homepage to specific landing pages. 

No matter where you use the forms, once a visitor fills it out, they’ve converted into a lead. As a result, you’ll be able to market more effectively to them, from sending marketing emails to having your leasing team reach out about scheduling tours.

 

Steps to Creating a High-Converting Form

Whether you need to redo your existing forms or are implementing them for the first time, all it takes is five simple steps.

  1. Look at Form Placement on the Page
    If you have existing forms that aren’t performing, the first thing you need to do is look at where they are on the webpage. For the best performance, forms should always be above the fold—this means that the visitor shouldn’t have to scroll at all to see the form on the page. Instead, it should be one of the first things they see—if not the first—as soon as they land on the site. That way, it’s top of mind and they’re more likely to engage and enter their info right away.

     

  2. Optimize for Mobile Visitors
    Roughly half of all web traffic comes from mobile devices. To capture this audience, it’s important to think about your form design not only from a desktop perspective but from a mobile one, too. Because smartphone screens are smaller, you should remove any unnecessary fields from the form, making it as short as possible. Be sure the form is also responsive, so it automatically adjusts to the visitor’s screen size. And remember: when it comes to forms, simpler is always better.

     

  3. Consider a Pop-Up
    Pop-up forms, on average, have over a 3% higher conversion rate than static forms. These eye-catching alternatives draw the visitor’s attention and are often easier to fill out than other forms, making the barrier to entry much lower. You can even offer incentives, like discounted rent or free amenity fees, for those who act fast and enter their info into the pop-up to increase engagement even further.

     

  4. Create a Strong Call-to-Action
    Calls-to-action, or CTAs, are integral across your website—but they’re even more important on your forms. Creating a clear next step for visitors will make them more likely to engage, upping your conversion rate and increasing the odds that you’ll be able to connect with prospective residents.Like with CTAs in other places on your site, infuse your CTA with urgency. Use words like “now” or “today” and consider adding personalized words like “you” or “our.” This will help build a stronger relationship with the reader and make them more likely to submit.

     

  5. A/B Test a Few Options
    When it comes to digital marketing, there’s no more powerful tool than A/B testing. Creating two different versions of your forms and assessing which performs better allows you to get into the heads of your target audience. You can test everything from the colors and style of the form to the CTA to the available form fields. Just be sure not to only test one variable at a time, or you can skew your results.By following these steps, you’ll be able to transform your forms from clunky and ineffective to lead-capturing powerhouses. But if you feel like you need a little added help, let zipcode creative take the lead. From building community websites from scratch to overhauling the design and user experience, we’re seasoned at working in the multifamily space to help our clients increase conversions, lease-up faster, and cultivate amazing brand recognition.

Get in touch today to take the first step!

Print Marketing’s Not Dead!

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

Is print marketing still relevant, or is it completely dead? Depending on your target resident and the marketing goals you’ve put in place, it could be your best-kept secret. If your ideal resident is able to hold something in their hands, understand what you offer, AND be attracted to your multifamily dwelling with a print marketing piece you’ve created, congratulations–you’ve created better brand (and more consistent) brand recognition. You’ve successfully catered to your target resident, especially if they’re visual learners or have become tired of screens.

Be Seen

GET PHYSICAL
Remember when email was new-ish? And it was exciting to hear “You’ve Got Mail”? And now we’re all out here trying to zero our inbox and swim through the spam to find that one important email we missed. Digital fatigue is setting in and hitting hard. In our highly-technological and digital world, it’s time to focus on the physical, tangible things prospects and customers can hold on to. Take up literal space and start showing off your print marketing while you have their attention.

SET YOUR SIGHTS STRAIGHT
In a sea of digital ads, streaming television shows, 15-second reels, and even shorter attention spans, you want to be visible. Visibility doesn’t count for much when your company has a single instagram post that’s mindlessly scrolled by. Start thinking “old-school” and diversify your marketing efforts for print too. When you create print marketing pieces, whether it’s a direct-mail postcard, a brochure, or a full-on welcome packet, you’ve just guaranteed your prospective (or even current) resident’s full attention. They can’t read your print marketing piece and scroll their phone at the exact same time. They can’t look through your welcome packet and online shop at the exact same time. This is an all-eyes-on-you situation. Make the most of it!

BEFORE THEY FORGET
Finally, you’re in your prospective resident’s hands and sights, whether from the mailbox or straight from the customer service desk. It can sit on their counter, be placed in their planner, they can send a picture of it to a friend, they can use it as a bookmark. All-in-all, it’s a physical reminder of what they still need to do. And it will nag (in the nicest way) at them until they make a decision one way or the other. You want your customer to say “Oh, yeah, I need to schedule a tour with them! I should do that right now before I forget. Again.”

Business card and name card mockup

Grab the Bull By the Horns

IT’S OUR BRAND
It’s time to get their attention. Make the print marketing piece beautiful. Ensure that it has everything that your branding requires for colors, fonts and logos so that it’s clearly your apartment community brand. Every piece of print marketing that you send out should be a perfect extension of your branding, every time. And if you’re able, spring for good paper (Soft Touch coating, anyone?) We’re living in a material world—make the most of it.

OFFER TIME
Once you have their attention with all that lovely branding, it’s time to create an offer they can’t refuse. It’s especially impactful if you require them to “bring this card with you” to get a free gift, rent concession, or any other offer you have in mind. This means they’ll have to hang onto the print marketing piece (be it postcard or brochure) until they follow through on your call to action.

brochure-copy

Make It Clear

WORDS MATTER
And now that you might have their attention, it’s time to take a look at what you need to make sure your print marketing says (and doesn’t say). This is a place to SAY NO to:

    • Typos
    • boring content
    • unclear copy
    • complicated offerings (or worse: too many words)

KEEP IT SIMPLE
Keep it simple. Get good copy. If you can, have a professional create the copy for you (we do that!), so you know it’s a slam dunk. Be highly selective with anything you place on your print marketing to make sure it gets attention and keeps attention. And don’t forget to always always always include contact information and a call to action. No matter what. Put a “Call us!” or “Book a tour!” or “Lease Today!” Your ideal resident has the info they wanted, and now you get to tell them what to do next. Don’t waste that opportunity.

brochure-photos

Pictures are Everything

BIGGEST AND BEST
If your words and offers haven’t captured them, time to pull out all the stops. (You really should be focusing on all of the above, regardless: branding, words, offers, and photos.) Use your professional photography to show off your best amenities. Pick your biggest attractions, and focus on those. You have limited space, and you want the biggest bang for your buck—whether that means showing off a sparkling pool or placing your open concept kitchens on full display. Above all, make sure that your choice of photos and words align with your ideal renter. And for any print marketing materials you’ll have in stock for a while (like brochures) avoid seasonal themes or limited-time offers. That’s exactly how to keep print alive.

Print marketing isn’t dead—at least not on our watch. Sending your ideal resident home with a document or packet helps answer questions. It reminds them of deadlines and fees. Most importantly: it helps encourage them to seal the deal. More questions answered, more leases signed. Ready to make your print marketing work for you? Get in touch

Areum business card design is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Blogs are Beneficial for Property Management Companies Too!

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

While blogging might seem like something for big brands and influencers, it’s actually an effective way for any business to connect with its audience. Blogs offer property management companies a place to share long-form content that showcases your expertise, allows you to show off your communities, amenities, and neighborhoods, and connect with prospective and current residents.

4 Reasons to Start a Multifamily Blog

Starting a blog isn’t just for show. Over time, it will help you generate more leads, lease-up faster, and establish yourself as a multifamily authority in your region(s).

Increase Website Traffic
Search engine optimization, or SEO, is a major factor that will help you increase web traffic. And one of the easiest ways to increase your site’s SEO value? A blog. Blogs are so effective, in fact, that businesses with blogs attract 55% more traffic than those that don’t. 

Optimizing your website for SEO allows search engines to more easily find your communities. Creating valuable content that answers prospective residents’ questions about your property management company and about the multifamily industry, renting, or your neighborhoods will not only establish you as an expert but also make your site more likely to pop up in search results to drive brand visibility.

Generate More Leads
As your website has more and more leads, it will also increase your brand awareness and your opportunity to generate leads. Brands that prioritize blogging receive 13 times the ROI than companies that did not, making it an effective and worthwhile investment for multifamily developers and property managers. 

As more inbound traffic comes to your site, your conversion rates will naturally rise, too. When writing your blog posts, be sure to include strong calls-to-action, offer readers exclusive and informational content, and even offer perks or discounts like rent incentives or referral programs. Adding all of these elements to your blog will help you increase your lead database for a larger group of prospective residents you can market to in the future. 

Showcase Your Expertise in the Industry
A blog is an amazing opportunity to show off your knowledge. From discussing emerging apartment community trends to showcasing resident programming or upgrades, it is a one-stop shop for you to demonstrate your insights across multifamily topics. From industry trends to neighborhood round-ups, you can feature any type of content that establishes you as an expert in the multifamily space.  

Don’t feel limited by text. A blog can be a multimedia platform that hosts photos, videos, and text—or all three in a single post. Use your creativity to come up with original angles and new ways of sharing information to keep your audience engaged and excited.

Keep Residents Informed
While blogs are effective for attracting new residents, they’re also an amazing way to stay connected with your current residents at the property website level. Use an apartment community-specific blog to promote upcoming resident events, community updates, or important news. You can even use it to spotlight popular businesses in your area, create neighborhood guides, or showcase staff or residents. Once you’ve published these posts, you can even send them out to your residents in a monthly newsletter or share them on your social media channels to generate additional page views, ensuring that the content ends up right in your residents’ inboxes.

How to Start a Multifamily Blog

Starting a blog is as easy as three simple steps.

  1. Choose Your Blog Platform
    To start your blog, you must first decide where you will host your content. If your community already has a website, it’s often easiest to use the same platform for your blog content. Sites like WordPress or Webflow are user-friendly and affordable options if your current site isn’t capable of hosting a blog.
  2. Choose Blog Topics
    Once you have your blog set up, come up with five to seven different content buckets. These could include things like resident life, community events, or industry trends. Brainstorm a few different blog ideas within each of these buckets to give you a solid foundation to start with. From there, you can keep a running list of blog topics to ensure you always have something in the queue when it’s time to write your next post. You can even consider adding a once-a-month brainstorm session to make sure it remains a priority throughout the year.
  3. Write Your First Post
    Once the backend of your blog is all set up, it’s time to start writing! First, determine the main objective of your blog, whether that’s driving site traffic, increasing leads, or simply engaging existing residents. You should also choose how often you’ll post. Consistency is much more important than frequency, so pick a cadence and try to stick to it as much as possible. Finally, you’ll want to decide what action you want readers to take at the end of every post, whether that’s subscribing to your newsletter or signing up for a leasing tour.

Once you’ve answered all of these questions, you can start writing. Focus on creating unique content that adds value for your readers. Be sure to also use your brand voice and incorporate photos and info about your communities when relevant to help promote what you have to offer.

If you need help getting your blog up and running, consult the experts. At zipcode creative, we’re experienced in all facets of multifamily marketing—including blogging—and can help you with everything from the backend set-up to your content strategy and even copywriting each post. Reach out to our team today to get started!

Rebranding Apartments? Ask These 5 Questions First.

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

Rebranding apartments can be a huge undertaking in terms of time and money. If the rebrand is done successfully, you can enjoy lasting effects, such as better visual and verbal branding alignment, along with improved brand recognition from your current and prospective residents. 

However, before you launch a rebrand, it’s important to get to the heart of the reasons behind the “need” for a rebrand. Ask Yourself: Why is a rebrand necessary? What will the rebrand do for our apartment community? How will this rebrand be accomplished (who will do it, and in what way, with what funds?) 

To get those answers, there are a number of more specific questions you should put to you and other decision makers that are requesting the rebrand.


Question #1: Do we need a fresh start?

NEW COMPANY TAKEOVER
Is your property management company taking over an existing community? Consider this your opportunity to start fresh and announce “new management” from every angle of your branding. Out with the old and in with the new; leave every bit of the old brand in the dust and make a new name for the community.

REMODELING: OUTSIDE AND IN
If you’ve spent significant time and money remodeling your apartments, it’s a perfect time to re-brand and show off all your assets. Rethink your mission. Revamp your marketing materials. Find a way to match the rebrand to the remodel—a complete refresh, with those updated units front-and-center.

A SHIFTING TARGET
Has your target resident or current resident profile changed? If yes, then it’s definitely time to reassess how you meet the needs by offering a solution; and if within changing the way you solve your resident’s problems, you determine you’re in need of a rebrand, keep plugging away at the process. Another way to approach the shifting target: Have your company’s goals shifted? Are you trying to solve a different problem or reach a different resident group? Are you trying to improve the quality of leads (and residents) you get rather than the quantity? If you’re nodding right now, it may be time to lean into a different approach to get a different outcome.

EXAMPLE:
Your brand was formerly targeted for middle-class families, but you’re finding the neighborhood has changed, and the population in the area is now upper-class individuals. Your apartment community branding may need to evolve and shift to match any new goals you create for your community.

 

Question #2: Have our competitors updated?

Is our logo looking old-fashioned? Are our methods out of touch with today’s (or our target) audience of residents? Do we have a good way to stay front-and-center or top-of-mind with those we need to matter to? There are a lot of ways to approach this question. But the end result must tell you whether you are okay staying the way you are, or if you must evolve in order to stay relevant.

This can be a slippery slope, however. Trying to keep up with “the Joneses” (the competition in this case) may put you in an awkward position of scrambling to rebrand just because it seems like the right thing to do. Take your time to get the rebrand right. Keep asking the important questions that will give you the answers to an effective rebrand rather than a compulsory one. Only you and your company can determine how and when a rebrand should occur, while you keep an eye on the competition.

EXAMPLE:
You can throw a rock in any direction and hit competing apartments that have a modern look and feel with distinct storytelling capabilities thanks to (what seems to be) a successful rebrand. Your logo has been around since the beginning, and most of your content doesn’t feel consistent with the rest of your verbal or visual branding. It’s probably time to rethink your approach.

brand-devel-mica

Question #3: Does our brand tell the story we want it to tell?

Perhaps your brand has been around for a while. Does it still tell the same story it has always told? Are your residents tired of that story and ready for change? In order to determine what story your brand is telling, take a look at your original brand guidelines. (Tell us you have one, please.) 

Your brand story should answer a handful of questions. Yes, more questions. Hang in there with us. The questions it should answer (accurately and the way that you want): 

    • Who you are
    • What you do
    • Who you do it for
    • Why you do it
    • How you do it

Once you answer these questions, determine whether they measure up to the way you are being perceived. Do they align? Or is there more work to be done in getting closer to telling “the truth” of your multifamily community’s brand? Yes? Keep reading.

EXAMPLE:
Your brand is one of historic value, with locals creating a community that is welcoming for all. While this is heartwarming, good, and was perhaps successful in the past, you detect that your current and prospective residents don’t connect with this family-run/family-owned business angle any more. It’s probably time to tell a new story–one they haven’t heard before.

 

Question #4: What’s next after this rebrand?

A rebrand can either be a means to an end or it can be the “end” itself—the rebrand can either function as a stepping stone to get where you want to be, or it can be the ultimate goal in terms of your branding. With this in mind, you can either spend a significant amount of time completely zeroing in on how you want your brand to be for the long haul, or you can make more room for evolution, with an idea for where you may want to go after the initial rebrand.

EXAMPLE:
It’s possible that the goals for your community are so different from your current approach (for example, changing to a luxury apartment complex from something approachable and affordable) that you will need to take a few steps to complete the rebrand from start to finish. Find the right middle ground so that you can make your rebrand believable at each point, rather than slapping a different logo on a brand that has no trust or audience. 

 

Question #5: How will we accomplish this rebrand?

This might be the most important question you ask. The persons responsible for taking on your community’s rebrand should have a combination of leadership skills, determination, and vision for your multifamily apartment. Beyond selecting who will handle the rebrand, you should also be asking how they will get it done. A good rebrand will include visual elements (such as logo designs) and just as important, verbal elements: messaging and positioning through professional copywriting.

EXAMPLE:
You have a team that wants a rebrand but no one has time to accomplish it, much less lead the charge. It’s probably a good idea to partner with someone (like zipcode creative) to get focused and ultimately: get rebranded.

Rebrands require time and money (like a lot of things) but the success of a rebrand can well make up for the residents you can retain or attract. Just start by asking the right questions first.

If you need a partner in your rebrand strategy, talk to us.

Writing a Call-to-Action: Everything You Need to Know

Written by Stacey Feeney on . Posted in All Articles, Writing. 2 Comments on Writing a Call-to-Action: Everything You Need to Know

If you have a marketing strategy, a distribution plan, and your community branding all ready to go, you’re well on your way to having your marketing department up and running. But while you’re looking at the bigger picture, be sure not to overlook the smaller details that make a big difference, like call-to-action.

What is a Call-to-Action?

A call-to-action, or CTA, is an element of any piece of marketing material that tells the reader what to do next or moves them toward a particular action. A call-to-action can come in many different formats, depending on the collateral, including:

  • A button
  • A hyperlink
  • Plain text

 No matter which form your CTA takes, it’s important to include it in every single piece of marketing you create. From direct mail postcards to your website to social media, you always want your audience to have a clear understanding of what they should do next. A few examples include:

  • Learn More
  • Check Availability
  • Schedule a Tour
  • Lease Today
  • Click Here

 What you use as your CTA depends on the context, the materials, and the objective, but there are a few best practices that remain the same. Learn how to craft a compelling call-to-action to help increase your conversions and get your audience to move through the sales funnel.

Mockups Design

How to Write a Call-to-Action

Though a call-to-action is typically short, that doesn’t mean they’re easy to write. Writing a CTA requires blending the right words, a sense of urgency, and clarity to get users to click. 

Keep it action-oriented
The perfect call-to-action makes it clear exactly what the user should do—which usually requires some strong verbs and action-oriented language. Though you don’t want to sound bossy, a well-written CTA is very strongly ordering them to do a certain action. For example:

  • Download Now
  • Sign Up Today
  • Book an Appointment
  • Contact Us

Each of these CTAs begins with a strong verb so they’re super clear and concise. 

Create a sense of urgency
When you’re writing your CTAs, you’ll also want to try to add a sense of urgency. There’s nothing that people hate more than missing out on a good deal or opportunity, so your CTA should make them feel like they have to act fast to get in on the action. Urgent CTAs are especially relevant when you’re running leasing incentives or referral promotions because they have a firm end date. Try a call-to-action like:

  • Book Now
  • Visit Us Today
  • Get a Month Free

Using time-oriented words like “now” and “today” helps infuse these CTAs with a subtle sense of urgency that can help prompt a higher conversion rate.

Keep it short 
When writing CTAs, readability reigns supreme. You want to be sure that your call-to-action is short, clear, and concise so people know at a glance exactly what you want them to do. While two- or three-word CTAs are ideal—especially when using buttons or hyperlinks—you don’t want them to be any longer than about 10 words. Otherwise, it’s harder for readers to get a fast and clear understanding of what their next action should be, which will lead to lower performance. 

On the flip side, don’t prioritize a shorter CTA over clarity. CTAs like “Go,” “Next,” or “Click here,” are ambiguous and vague, so you’ll want to avoid making them too short. It’s all about striking the right balance.

Prioritize a single CTA
While it can be tempting to throw a bunch of CTAs on one piece of marketing collateral, picking one call-to-action is vital to your marketing success. Giving your audience too many choices can cause confusion—and confusion leads to a lack of action. Pick your top-priority next step, whether that’s visiting your website, booking a tour, or downloading a brochure, and only use that CTA on your piece of collateral. That way, you’re driving everyone to the same place for more conversions and higher-performing content. 

Consider Your Button Design
For digital marketing assets, like paid ads or marketing emails, you’ll also need to think about the design of your CTA buttons. Be sure the text is large and legible, so it stands out on the page. Consider the button shape—often a rectangle or rounded rectangle—the button color, and the placement. All of these factors can impact the performance, so consider A/B testing a few different options to see what works best with your target audience.

Postcard_MeraVintageParkNow that you know a few CTA best practices, try implementing them across your marketing materials and watch the increased conversions roll in.

We know that crafting the perfect call-to-action can be tricky. If you’re struggling to get it just right, it may be time to enlist some help. At zipcode creatives, we have experience in marketing strategy, copywriting, and design for the multifamily industry. From helping you get your email marketing off the ground to redesigning your website to writing a high-converting call-to-action, we’re here to help.

Avaire Email Image is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

social media connects social media connects

Social Media Can Connect Residents and Prospects to Staff

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

Social media can create familiarity and comfort with your brand—your community, in this case. But only if you know how to use it the right way. While some may think social media divides and distracts us (which it certainly can) your business can employ the right tactics to make residents feel more comfortable to engage with your brand, both online and in-person, especially as it relates to your community’s staff.

When you use social media to create credibility, familiarity and access, it makes your brand one that sets your residents at ease.

Social Media Creates Familiarity

FIRST-NAME BASIS

Putting a face to a name is a typical human desire. If your residents have just moved in, and they don’t know anyone, being the one staff person they recognize and can call by first name is a big win. Keeping your staff names handy on social media, through Meet the Staff or behind-the-scenes type posts will help your residents recognize the person behind the front desk or the person sending them emails about upcoming events.

 

WHERE EVERYBODY KNOWS YOUR NAME

For your staff, having residents familiar with them can help break the ice and allow comfortable exchanges when it comes to getting moved in, asking for help, or even scheduling service for their unit. When they know the repairperson by name (and even a little bit about them from your social media staff feature posts) they may be a little more at ease when this repair person is in their space, whether fixing the sink or installing a new thermostat.

 

CREATING CONNECTIONS

Creating Meet the Staff posts, as we’ve mentioned, can help draw the connections between residents and community staff members. These connections help your residents feel like they’re truly at home, because they now know both their neighbors and the people around them. Additionally, you can work on creating connections through any behind-the-scenes posts you make, highlighting the staff who may not be as visible. For example, saying “This is John! You might not know his face, but you’ve probably been in contact with him at one point or another. He’s our in-house Resident Services Coordinator and makes sure that if you request a repair, he dispatches help as soon as possible. When John isn’t taking care of your requests here at Cascade Apartments, he spends his free time reading mystery novels and searching out the best cappuccino in town.” When you post personal details about your staff (with their permission, of course) this gives your residents the opportunity to learn more about the human side of your community. And when you create those [positive] connections, it gives your residents one more reason to keep their lease with you.

Social Media Creates Credibility

THE PROFESSIONAL

You likely know this, but it’s worth mentioning again: staying active on social media can do wonders for your community’s brand. You create an extension of your brand through high-quality photos, informative (and fun) posts, giveaways, and through drawing connections from residents to your staff. It helps your community’s brand look professional and reliable. (If you’re still not sure what kind of social graphics to use, we can help with that, too.) And typically, when a business looks professional, there’s a level of trust that occurs between the company and the client (or in your case–the community and the resident). When that trust is built, your resident, again, will be more at ease with your community—which feels more like home every day, thanks to you and your social media strategy.

WHAT TO DO IF YOUR CREDIBILITY IS UNDERMINED

Social media isn’t all peaches and cream. At times, a random internet troll or even a disgruntled former resident takes to social media to air out their dirty laundry and hangs your community’s brand out to dry with it. Is there any good news? Yes! Luckily, it’s rare, and those who know your brand well enough can see past this. Take heart, and know that there is a method to handle this sort of negativity. Read more in our blog regarding negative comments on social media and how to handle them.

CONSISTENCY = BETTER REACH

As with anything good, it takes some time (and energy.) With social media, regular posting helps you reach your residents, because the more opportunities they have to engage with your brand, the more your content will reach them. The tricky thing about algorithms is that it’s always changing. Posting regularly with helpful content is the most basic and best method to create consistency and improve your reach.

Social Media Creates Access

CREATE A RELATIONSHIP WITH YOUR RESIDENTS

Social media is about connections. And today, thanks to likes, follows, DMs, and so much more, connections are just one click away and easier than ever. Using this to your community brand’s advantage isn’t just about posting—it’s also about responding. When your residents reach out and comment on or like a post, or dm you a question, responding to them helps them feel even more connected to you because they get near-instant access to you, rather than calling and leaving a message, or emailing and waiting for a response. It’s important to keep your audience in mind, and knowing how comfortable they may be with social media (and which outlets they’re most likely to be on). Focus on one or two social apps and leave the rest be, to keep it easy on yourself.

 


HELP PROSPECTS DECIDE

When you’re looking at a place to live, there is a lot to take into account, from the community culture to details on guest parking and clubhouse hours. Back in the “olden” days, access to management of a company was limited. And it still can be, but you can break down some of those barriers. Create a Live Q&A with your CEO or resident manager about your community, and invite all the prospective residents you can. Adding a “human touch” (to what can feel like an impersonal process at times) can help your prospective ask any and all the questions they have so they can better understand your community from the top down starting with management, is on board to create a home for them.

 


To see more ideas about how to connect with your residents through regular content, check out our blog post on social media series. 

Email Subject Line Email Subject Line

How to Write an Amazing Email Subject Line to Grab Prospects

Written by Stacey Feeney on . Posted in All Articles, Writing.

Get prospects to open your marketing emails by grabbing their attention in their inbox. Email marketing is an important part of any community’s strategy. But once you’ve identified your different audience segments, outlined the content for each email, and started to build them out in your email platform, there’s probably one thing that you’re missing: an eye-catching email subject line. 

The email subject line is one of the most important parts of your apartment email marketing efforts. While it may seem like just a small detail, it holds a lot of power. The subject line determines whether or not anyone opens the email in the first place, so it’s vital to draw your audience in from the first second they see the notification that there’s an unread message in their inbox.

Learn how to write an effective email subject line that will help increase your open rates and capture your audience’s attention.

Easy Steps to Writing an Email Subject Line

Though email subject lines can be daunting, they’re simple, straightforward, and even fun to write once you learn the easy-to-follow process.

1. EMAIL PURPOSE

Before you start drafting subject lines, you need to first determine what the overall objective is of the email. That way, you can craft a compelling subject line that not only piques a prospect’s interest but also accurately reflects what’s in the body of an email. 

Be sure to avoid generic subject lines that don’t hint at what’s inside. Doing so can turn recipients off or lower your open rate. If they don’t know what the email is about at a glance, they’re much less likely to open it and much more likely to unsubscribe.

2. CALL TO ACTION

Outlining your call to action up front is pivotal to increasing your conversion rates. For example, if you want prospective residents to schedule a tour, consider adding that language in the subject line. Alternatively, if you’re running a leasing promotion and you want them to sign a lease to secure the deal, add that to the email. These are two very different objectives, so it’s vital to differentiate the language you use in both the subject line and the body of the email, so they always know what you want them to do next. 

3. A/B TEST OPTIONS

More often than not, the first subject line you write won’t be the winner. Draft multiple options and review them objectively to choose the best option. It’s also best to A/B test at least two different subject lines to see which performs better with your target audience. 

4. REVIEW RESULTS

A day or two after the email has been sent, take a look at the metrics. Evaluate the open rate, click-through rates, and other data to determine whether or not the email was a success. If you A/B tested subject lines, you’ll also quickly see which performed better, which can give you insights into what type of language resonates with your audience. 

Ways to Improve Your Subject Line & Increase Your Open Rate

Adding certain language to your email subject lines can tempt your audience into action. There are three things in particular that are proven to increase conversations and get your message noticed in any inbox.

URGENCY

Creating a sense of urgency is vital in getting people to open your email. As of 2019, over 293 billion emails were sent each day. Standing out is half the battle to get them to click. Consider leveraging these words and phrases to make your message seem time-sensitive:

  • Don’t wait
  • Last chance
  • Hurry
  • Ending soon
  • Can’t miss
  • Almost gone
  • Limited time
  • One day only

Using this type of language can help to increase the likelihood that your email will be read.

INCENTIVES

Promoting ongoing promotions, offers, and leasing incentives is not only good for business but good for open rates, too. Including discounts like rent concessions or referral bonuses showcase the benefit for the email recipient. If they immediately know what’s in it for them, there’s a higher chance they’re likely to want to learn more. Consider adding phrases like:

  • 50% off
  • One month free
  • Referral bonus
  • No fee

Saving and making money are major motivators for everyone—and especially for apartment hunters!—so it’s an easy and practical way to entice prospects to take the next step. 

PERSONALIZATION

Adding your prospect’s name to your subject line is an easy way to up your open rates. 26% of readers are more likely to open emails when they see personalization, so it’s a fast and easy way to boost your performance. But you can also think beyond just using their name. If you know their age, their location, or even their apartment preference (like a one or two-bedroom or a ground-floor or top-floor unit), you can incorporate some of this data into your subject lines for a tailored message. Just be sure you have a clean data set so that your subject line is clear.

Email Subject Line Best Practices

Keep these best practices in mind when writing your email subject line to see the best performance possible.

The Shorter the Better 

When it comes to email subject lines, short and sweet is the name of the game. 46% of emails are read on mobile, so use fewer than 50 characters so it all displays on a mobile screen. Research shows that 41-character-long subject lines are the highest-performing, so try to keep it around there to maximize your results.  

Segment Your Audiences

Sending relevant content to your audience is a must to have top-performing open rates. Instead of blasting out the same message to every group, consider segmenting your audience so you can tailor your subject line even further. For example, if you have a group of prospects that you know are empty-nesters, speak to their specific wants and needs. Alternately, if you know they’re single young professionals, use different languages to appeal to this different demographic. Even if your overall email has the same message and call to action, adjusting the subject line can go a long way in driving interest.

Don’t Forget Preview Text

The subject line doesn’t live in a vacuum. Don’t forget to also write preview text to partner with the subject line and provide a little bit more information. Like subject lines, preview text gets cut off on mobile, so just be sure to keep it clear and concise.

 

If you need help with your email copywriting or overarching multifamily marketing strategy, we’re here to help. At zipcode creative, we’re seasoned experts in developing 360-degree strategies that help communities lease up faster, keep residents happier, and make a positive impact on your bottom line. Get in touch today to learn more! 

555 Ross Image is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Professional Photography Professional Photography

Professional Photography is an Extension of Your Apartment Brand

Written by Stacey Feeney on . Posted in All Articles, Branding, Marketing.

Professional photography can help residents picture themselves in your community. Well past our childhood filled with picture books, we adults still tend to gravitate toward imagery—especially photography. Though it takes some time (and some money) professional photography can boost your brand and make your marketing materials shine. Read on for reasons to invest in professional photography for your apartment community’s brand:

Photos Tell A Narrative

Anyone can tell you: pictures are worth a thousand words. And when you’re looking to tell a story, make sure you’re in control of the narrative. You can do this by knowing who your desired resident is, and telling the story they want to hear. For example, address any questions or problems they may have with apartment communities by taking photos to show the solutions. Show off the clean pool area, ideal for relaxing and cooling off during hot summer days. Show off the open concept living/dining, perfect for hosting their friends or family. Highlight the beautiful chef-grade kitchen for all the soup makers and sourdough bakers out there.

PRO-TIP
Find the story you want to tell, and work with your professional photographer to tell that story. Show them your mission, vision, and values along with your brand style guide or sheet so they can grasp your goals quickly and easily, and it will be translated across every piece of your brand through the photos they deliver.

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Photography That Fits Your Brand

When it comes to selecting a photographer, ensure they have a style that can work with your brand. Dark and moody photos won’t work with your light and bright brand. Likewise, airy and modern photos may not work for your traditional and luxurious brand. Your brand is so much more than just a logo and color palette, it’s your photos and event flyers and everything in between that has your name associated with it. 

Before you hire a photographer, prepare a “shot list” so that expectations can be set and easily met.  Decide whether you want models to appear in the photos for a more lifestyle use-of-the-space approach, or make it purely architectural to emphasize the features and amenities. Think about the details when planning the day of the photoshoot: Would it be on-brand to arrange a vase of fresh flowers on the clubhouse kitchen island or stage a throw blanket on the unit couch that matches your brand colors?  

professional photography

Good Photography Is Worth the Investment

YOU GET WHAT YOU PAY FOR
It’s common in the apartment marketing business to hire real estate photographers. At first glance, it seems like a win-win, because they’re cheap and fast. But you get what you pay for. Find someone who will take the time to understand your brand, and capture it right. Real estate photography is meant for single-family homes to go on the market, attract buyers, and sell quickly. It’s a short shelf-life, which means the quality and longevity simply won’t be there.

SHOOT FOR STAYING POWER
Professional photography for your multifamily community can remain relevant for 5-10 years, if it’s done right (at least until the next remodel). This means you can use it all over the place in your marketing: online (websites and social media) and in-hand (flyers, brochures, postcards). Booking a professional is worth the investment, especially if you can hire a professional architectural photographer. The final product of your investment (beautiful photos) should be something you’re proud to show off to your current and prospective residents.

professional photography

apartment promo items apartment promo items

Apartment Promo Items: How to Increase Brand Awareness

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

Instead of the overused t-shirts and pens, think outside the box to create swag people really want.

We all probably have a million branded t-shirts and pencils lying around. The reason? It’s an easy, affordable, and fast way to get company branding out there. But when it comes to creating apartment promo items for your community, there’s an amazing opportunity to think outside the box. Instead of just adding another coffee mug to your residents’ cabinets, why not give them something they want to use?

Swag isn’t just a nice-to-have for your residents. It’s also an amazing way to generate additional interest in what you have to offer. If your residents use the branded products throughout the neighboring areas, they’re publicizing your community in a free and subtle way, helping you amp up your word-of-mouth marketing and encouraging prospective residents to want to learn more. 

If you’re struggling to come up with compelling options for your move-in kit or to distribute at upcoming resident events, read on for some fresh ideas that will get your residents excited.

Keychains

When it comes to apartment promo items, the best items are usually the most practical. Create a luxurious keychain that you can give to residents when they move in. That way, they have a stylish way to consolidate all of their new keys, and it’s also an amazing way for them to unintentionally spread the word about your community. Whether they’re running errands with their keys or lend them to a friend to house-sit, that keychain is a visible accessory that will get a lot of eyes. As a result, it’s an easy and low-effort way to spread brand awareness and drive interest in your community.

Instead of overused plastic fobs or basic plastic keychains, consider a high-end leather keychain that is both durable and stylish. You can emboss the keychain with your logo or community name, creating a timeless design that’s both durable and distinctive, making it something that your new residents will be excited to use.

Reusable Tote Bags

Tote bags are a practical and eco-friendly way to generate interest in your community. Add these practical products to your resident welcome kit to give them an easy way to transport groceries or run errands. Opt for a cloth or canvas design that is extra durable to ensure it can withstand a lot of wear and tear, so your residents can use it for years to come, so when they’re running around town, they’ll be inadvertently advertising your community in the process.

When designing your tote, just be sure to opt for a modern approach that will get residents excited. Use your logo and brand colors tastefully and minimally to make it a design that’s equally stylish and practical. Consider creating an embroidered option over a screen-printed alternative for a design that feels higher-end. 

Portable Speakers

If your community has a pool, nearby park, or sprawling outdoor area, a portable speaker is an amazing way to encourage residents to make use of the space. When the sun is shining and the weather is beautiful, picnics, outdoor dinners, or casual games of frisbee or pickup soccer are more enjoyable when they’re set to music! If your residents have a high-quality and personalized portable speaker handy, they’re likely to take advantage and use it every chance they get.

Just be sure to choose a design that’s durable enough to withstand frequent use, and add a decal for some subtle branding. You can even opt for a tonal, monochromatic look that blends in even more for a sophisticated approach to swag.

Water Bottles

There’s one thing that everyone can always use: a water bottle. This eco-friendly option is perfect if your community has a gym, making it an even more practical gift when residents move in. But the best part? They’re likely to use it beyond just your community, too. Whether they’re running on nearby trails, having a picnic in a nearby park, or simply want to stay hydrated when they’re out and about, a water bottle is an easy way to generate some buzz about your brand throughout the neighborhood and refer new residents. 

Customized Yeti or Swell water bottles are an amazing option that will keep water cold for hours, making it a design that your residents will turn to over and over. Though they’re on the more expensive side, LARQ water bottles are a premium alternative that guarantees clean drinking water for more tech-savvy and style-conscious residents. 

Towels

If you have a pool or a gym, personalized towels are a practical apartment promo item that your residents will love. Whether they drape it over their beach chair, use it to keep sweat at bay during a tough workout, or pack it in their bag for a beach day, it’s an item that they’ll turn to again and again.

When crafting your design, opt for something that’s not too over-the-top. Incorporate your brand colors and logos in subtle ways so residents will be more inclined to use the towels because they love the design. Consider a classic striped design with a subtle hint of embroidery for a more timeless look. 

 

Umbrellas

If you live in a rainy climate, umbrellas are a no-brainer for your residents. In addition to handing them out at move-in, consider also keeping loaner umbrellas in the lobby that residents can borrow on their way out. This will help them promote your community on those dreary days while also keeping themselves dry for a win-win solution. 

Instead of the classic black umbrella with white branding, think outside the box. Create a bold graphic treatment to the umbrella for a more eye-catching alternative. You can also opt for a clear plastic bubble umbrella that delivers maximum protection from the elements and a blank slate for you to showcase your logo and brand colors. 

Pet Products

If you have a pet-friendly community, your options for swag are nearly endless. From portable dog bowls to poop bag holders for leashes, pet accessories are a practical and unexpected way to engage with your residents. That way, they can spread the word about your community among other local pet owners and keep their four-legged friend happy and healthy at the same time.

 

Whether you opt to create one of these customized products for your resident or want to create something else, zipcode creative can help! We’re experts at bringing multifamily community branding to life online and in the real world. Whatever swag you dream up, we can make it a reality.

Staging Apartments for Spring Tours

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

When staging model units and common areas for spring apartment tours, everyone loves a good comeback story—so dust off the doldrums of winter, and bring on the spring cleaning and spring flowers to bring out the spring in your step. Keep things bright and cheery and the feeling will bubble over to affect your prospective residents.

Springtime is an important time to sign up new residents after the winter lull. This is particularly true if you live in a college town, and residents are starting to leave after their semester and lease is over. To make this season a success, make sure your model unit will fit the bill for your spring tours.

Staging with “Clean” in Mind

Clean is In
Skip the clutter for your spring apartment staging. Keep it minimal, clean, and cheery, and most of all: make sure the apartment is spotless and sparkling. This will keep your possible residents focused on what they need to be: the amenities, the spaces, and the way their own things will look in the space. 

Welcome with Style
Don’t forget the entry. Keep it clean, organized, and welcoming. If you can find a very light, natural fragrance, that can help a place feel clean and homey, as well. A green laurel wreath or a welcome mat and even a sweet little potted plant next to the door can turn drab into fab (and a simple tour into a signed lease).

Staging with Spring Flowers

These Are For You
Spring brings lots of florals to mind. You don’t need to go overboard with this one, but you can definitely have some fresh cut (bright!) flowers in a vase in the kitchen or on a sparsely-set kitchen or dining table. Choose flowers that won’t be too fragrant when your residents walk in. We’d recommend staying away from Oriental or Stargazer Lilies, but looking instead to Daffodils if available. Be sure to cut the stems and replace the water regularly to keep them looking fresh. Wondering about other options? Check this list for flowers that could work for your staging and are low-allergen or hypoallergenic.


Greenery=Life
If you can’t get fresh cut flowers, place some low-maintenance potted plants (or succulents) throughout the space to signify new life and greenery. Yes, April showers bring May flowers, and spring staging brings the outside in. If you’re able to pot a small herb garden in the kitchen, that will be a nice touch for any amateur chefs who have developed a taste for fresh flavors.

Pro-tip: Improve resident retention with an inexpensive gift: Find a small potted plant, such as a mini succulent or cactus, and put a little tag on it: “Have a spike-tacular spring!” for your new or renewing residents.

Staging with Color and Contrast

Happy Accents
Staging for spring definitely calls for color. Keep most of your apartment simple and neutral, and figure out what bright, happy colors could work well in your apartment: mustard yellow? Light blue? Verdant green? If it works, find an accent color within your branding, and bring it into the model unit to help the prospective resident have a fully immersive experience with your apartment community.

I Sense a Theme
As far as contrast goes, spread your colors out throughout the apartment so that they pop where they need to (so, don’t just put in some colorful throw pillows)! Find a space in each room that you can carry the theme with color. It doesn’t have to be the same, but it should feel related. It will give a better sense of “home” to anyone touring the unit.


Staging for Spring Dinner Parties

Host With the Most
The (big) holidays are over, and now it may be the time that your residents want to start hosting regular dinner parties. Set the table with wine glasses, simple plates and nice placemats (in your favorite spring-y color) to show how easy it will be to host in this new space. Make sure the living area also has some guest-friendly amenities, like a cocktail ottoman outfitted with a tray to hold happy hour beverages or a big bowl of popcorn for movie night. It’s certainly fun to go out, but it’s also a ton of fun to stay in with friends for a board game.

Spring Staging for Your Audience

Show it Off
Only you know who your desired (and current) residents are or should be. Think about the apartment from their perspective and be sure to address any pain points you have with your current residents, and fix it up for the tour, or be prepared to address them head-on during the tour. If you have a lot of students that live in your apartment community, stage a small desk area. If you’re focused on senior living, show off the spaces they can work on their hobbies, like quilting, scrapbooking, or even bird watching from the windows or deck.

Spring is a season we can all enjoy to the fullest—especially if we have a wonderful place to live. Show off your units with spring staging that will convince your prospective residents that this is the place where they can finally bloom.

Digital Marketing Mistakes in Multifamily Housing and How to Avoid Them

Written by Stacey Feeney on . Posted in All Articles, Marketing. 1 Comment on Digital Marketing Mistakes in Multifamily Housing and How to Avoid Them

The multifamily market is competitive. If your metrics just aren’t cutting it, it might be time to start looking for answers—and evaluating your marketing strategy for common digital marketing mistakes is a good place to start. 

While marketing may seem like a small detail compared to day-to-day operations and maintaining resident happiness, it’s actually an integral component of keeping things running smoothly in your community. Marketing attracts prospective residents, helps to increase resident retention, and increases your brand recognition in the broader community for a plethora of invaluable benefits. But if you already know the importance of marketing and aren’t seeing the payoff, you could be falling victim to a few common pitfalls.

Learn more about the biggest digital marketing mistakes multifamily communities are making with their digital marketing efforts and how you can avoid them for more effective strategies.

Branding guide

Not Prioritizing Branding & Design 

While your logo, website, and brand colors may seem like a small detail, it’s actually a factor that makes a big impact. Your branding should appear on every piece of marketing material you create, from flyers to direct mail postcards to your social media profiles. It’s an effective way for you to increase your brand awareness, drive recognition, and start to build a relationship with your current and prospective residents.

Instead of using a generic design, consider creating a logo and community branding that is influenced by your community’s design aesthetic. If you have a sleek and modern space, your logo should match. If your community is bright and colorful, on the other hand, consider branding that is more playful and fun. No matter which approach you choose, you should be consistent with using it across all of your marketing from emails to social media to your website to ensure a cohesive, professional, and polished look that will instantly set you apart from your competitors.

digital-presence

Not Creating a Strong Digital Presence 

While the multifamily industry can sometimes be viewed as “old-school,” it’s important for communities to stay on top of their digital presence to attract renters. Nearly half of all renters are millennials and nearly 30% are of Gen Z. These digitally native groups were raised with the internet, smartphones, and social media at their fingertips. As a result, their natural inclination is to start their search for everything—including their next home—online. 

From apartment listing services like Apartments.com to Instagram and TikTok profiles, crafting a strong and recognizable point of view for your community across digital channels is pivotal to attracting prospective residents—but simply creating profiles isn’t enough. Sharing unique content regularly across these different marketing channels shows everything that your community has to offer. Engaging videos, social media series that you post regularly every week, and well-designed websites are all can’t-miss elements of a comprehensive and effective marketing strategy. Don’t undervalue the impact they can make on your lease-up rates and resident retention.

Group of young joyful friends having fun while toasting with beer in a pub.

Targeting the Wrong Audience

The digital world is vast. But just because someone is a user on Instagram or visited your website, it doesn’t necessarily mean that they’re the right person to target as a prospective resident. Defining your ideal audience is one of the first steps you should take to create a well-rounded and effective marketing strategy.

No matter how amazing your marketing is, if you’re targeting the wrong audience, you’ll never be effective. If your community is filled with young, single renters, for example, but your marketing efforts are targeting families, you’ll likely not be able to see the results you’re looking for.

Defining your target audience includes identifying demographic information like age, gender, and income, but also their psychographics, like their values, priorities, and hobbies. To get started, take a look at your existing residents and the apartment’s location. There’s a good chance that patterns will start to stand out. Maybe your community is filled with young professionals climbing the corporate ladder of companies headquartered nearby. Maybe it’s popular among empty-nesters or retirees. Whatever the case, create an avatar of the people that you’re trying to reach with your marketing efforts so you can better define what success looks like.

 

Using the Wrong Channels to Communicate

Once you’ve defined the right audience, it’s time to also evaluate which marketing channels you’re using. Younger demographics tend to gravitate toward social media like TikTok and Instagram, while older audiences use channels like Facebook. Email marketing is a great tool you can use to reach a wide range of audiences, always consider tailoring your messaging to the things your audience cares about. 

If you have a lot of corporate employees, a communal workspace like a business center could be a key selling point. For young families, on the other hand, an outdoor playground would be a must-have amenity for prospects. Think strategically about who you’re talking to, how to reach them, and exactly what to say to make your marketing more effective and to avoid any major digital marketing mistakes. 

If you’re ready to level up and want to avoid the common pitfalls that multifamily communities make with their marketing, it could be time to enlist the experts. At zipcode creative, we’ve worked with communities all over the country to totally transform their branding approach.

Get in touch today to learn more! 

Areum social graphic is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.