Should You Be Doubling Down On Your Apartment Marketing Efforts [During COVID-19]?


If you have units available for rent and are spending money on digital advertising to drive traffic to your communities now is the time, more so than ever, to double down on your efforts.

Let me explain…

There will be a smaller pool of people searching for apartments (imagine it’s Fall/Winter) and while some multifamily operators pause on their digital spending, you have the opportunity to capitalize on the majority of traffic in any given market.

While you may need to pivot some of your advertising to where the traffic is, mainly Google & Facebook, leads should count as double for you now. Meaning you need to work them even harder.

If you don’t have the ability to offer in-person tours (which most don’t), you should be moving to virtual video-based tours, FaceTime tours, whatever it takes.

The second part of this is you need to update all your online advertising to reflect that you’re offering virtual tours.  In other words, let your prospective residents know that you are indeed open for business, just things are a little different due to the circumstances.

Here’s an example from Weller Management:

Weller Management Example

Here’s another well-executed example from Dick’s Sporting Goods letting you know their new pick up policy. They make it pretty easy for you.

Dicks Example

While every multifamily company is different, I see this is as a time where you can also be a guiding light. A positive companion for those that need it through your messaging and any brand story you’re creating. Your marketing doesn’t have to stop, it just needs to be altered for the period we’re in.

To wrap up:

  • Make sure prospects know you are open for leasing
  • Decide what advertising to prioritize or pivot towards
  • Maintain & consider increasing your digital ad budgets
  • Update your advertising to reflect new touring procedures
  • Be empathetic in your messaging

And finally consider creating a 1, 2, 3 step guide to how easy & effortless it is to rent right now with your company.

Written by Josh Grillo

Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.

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