Multifamily marketers are often presented with challenges unique to our industry, such as managing large portfolios of properties in multiple markets and overseeing individual branding and websites specific to each location. Because of this, it can be difficult to scale digital marketing efforts while also avoiding a generic “one-size-fits-all” approach for various properties.
Here are three principles to follow when implementing digital marketing campaigns across your organization’s portfolio to increase your return on investment (ROI) and make your properties stand out in a highly competitive space:
1. Your Community's Website Is Still Your Most Powerful Digital Tool
As social media and third-party listing sites continue to grow as platforms to promote your property, there is some discourse among industry leaders about whether the importance of a community’s website has diminished. For multifamily organizations investing in digital marketing, this is far from the truth. Your website is your brand’s front door and, in many cases, is the central hub for your online lead generation efforts. That’s why it’s critical to invest in the design, functionality, and architecture of your website.
Website loading speed and usability have been ranking factors in organic Google Search for many years. Therefore, it’s critical to ensure that your website scores in tools like Lighthouse meet or exceed your peers in the market. To do so, seek out a reliable content management system (CMS) that is built with speed and performance in mind.
It is no longer a novelty to have a mobile website, it's now expected and considered the standard version of how users view your page. Your website must provide a seamless, reliable, and fast-loading experience for smartphone users. Design decisions, button placements, and A/B testing should all be focused on the mobile site first.
2. Local Search Is King to Dominating the Competition
In recent years, local search, specifically Google Business Profile, has emerged as a top channel for generating traffic in the multifamily space. Appearing in a local pack or local finder result in Google can significantly increase your property's visibility.
Your ranking in local pack and local finder results is influenced by several factors, including the completeness of your profile, the searcher’s physical proximity to the address, and the review score. Your review score is one of the only factors that can be directly influenced by your on-site teams and will directly benefit your position in search results. If you feel as though your property is lacking in local search visibility, consider deploying a review generation strategy. Start by educating your on-site teams about the importance of asking satisfied residents for Google reviews. It’s equally as important to respond to Google reviews left on your property’s profile, both negative and positive as unresponded reviews demonstrate a lack of engagement on your profile.
Google Business Profile offers features that multifamily marketers can utilize to highlight their properties’ features and amenities. For example, floor plans can be added as “products,” and amenities can be added as “services.” Make sure to utilize every available content format in Google Business Profile to ensure your property stands out in search.
Another local search channel to consider for your property is Apple Maps. Apple Maps is the default maps option for 150 million-plus iPhone users in the United States. As it surpasses its 12th launch anniversary, Apple has added several features that make it a competitive alternative to Google Business Profile. Recently, Apple also announced a web-based version of Apple Maps that will compete directly with other maps providers in search. For these reasons, make sure your property’s Apple Maps listing is claimed, filled out, and monitored regularly.
3. Don’t Forget to Nail the Basics
The digital marketing world is infamous for how frequently technologies and best practices change. Trends in SEO come and go, and marketers are often on the hunt for the next technique that can score a quick win or traffic boost. However, as trends have changed over the last few decades, many basic principles remain the same.
Digital marketing may feel technically daunting to some. However, effective SEO boils down to applying traditional marketing techniques within the confines of the search engine ecosystem. For example, understanding your audience’s behaviors and motivating factors through traditional market research can pay dividends when selecting keywords and search phrases to target in organic and paid search.
Understanding your audience, conducting thorough research, and delivering a top-tier renter experience all contribute to success online. Having this knowledge will pay dividends when selecting keywords to target, developing content for your websites, and deciding how to allocate your advertising dollars.
