Foundational Marketing Assets You Need for Your Property


Let’s share three fundamental assets that will help you rent more apartments!  While most properties have at least one or two of these assets, it’s rare to see a community with all three. Let’s get started with the first asset — quite possibly the most important.

Asset #1 — Get Quality Community Photography Done

Good community photography can be done for less than $1,000. Hire a photographer that has experience shooting real estate.

Create a shot list in advance and consider having the photographer shoot interesting neighborhood landmarks. Here are some recommendations for a shot list:

  • 4-5 exteriors (building, community)
  • 2-3 scenic/panoramic images
  • 3-4 creative shots
  • 8-10 interior shots (bedrooms, bathrooms, kitchens, living rooms, closets, patios)
  • All amenities
  • Unit – state-of-the-art appliances, including dishwasher, washer/dryer, any cool technology, wood floors, etc., highlighting anything that makes your property unique
  • Community – lounge, game room, office, gym, pool, fire pits, barbeque, etc.

In addition, when you get your shots back from the photographer don’t be afraid to ask for touch-ups if needed. This is especially true if all of your photos have gray skies.

Asset #2 —  Choose Creative Stock Imagery

While there are several decent stock photography websites you can buy photos from, my go-to is still

They have a huge database of creative lifestyle stock images.  I recommend buying 5-7 lifestyle images that could be representative of people using amenities at your property.

Even consider a few images that focus on major holidays/seasons that you could use as themes in your marketing when that time arrives.

Asset #3 — Get Copy That Sells The Property

There is nothing better than having a few great taglines for your property.

Hiring a professional copywriter can give you a definite advantage over your competitors especially when you request the copywriter do the following:

  • Create a few taglines for your community
  • Create a few short paragraphs about your community
  • Create your amenities list
  • Create clever captions for your photos
  • Create several calls to action for your marketing

Tying It All Together

Make sure you have a Google Drive, Dropbox or some other cloud-based folder where you can keep these assets together for ease of access and use.  When it comes to photography and stock imagery get the highest resolution image available. This will ensure any images that you use in print will come out looking sharp. Lastly, don’t forget to implement these assets in all your marketing channels.

Written by Josh Grillo

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

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