YouTube Performance Study: Selecting the Right Video Content for Your Apartment Community

Youtube for Apartments

Over 70% of U.S. adults watch videos on YouTube, a greater percentage than any other social media networking site. Of those in the 18-24 age bracket, the number jumps up to 94%, and still holds a majority among those 50+, with 56% of these adults claiming to watch YouTube (Pew Research Center).

Despite the allure of a large audience, it’s not enough to just post up an ad and hope for the best. Certain types of ads work better than others, and the right video ad can improve your reach, and lower your cost-per-action on your campaign.

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How to Improve Your Resident Retention Rates

Resident Retention

Resident turnover costs apartment communities on average $4,000* for every tenant that leaves. Multiply this by five or ten residents and your community could be losing $20,000-40,000 due to resident turnover. Vacancy loss, an increase in maintenance costs, new tenant acquisition costs, and leasing staff costs all contribute to the expense your community will incur if you don’t have a strategy in place to improve your resident retention rates.

So how can your community improve resident retention?

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Should I Use Social Media Advertising?

Social Media Advertising

The social media landscape is vast and ever-changing but a few key players continue to hold a majority of the market share. In 2018, most people aren’t asking the question “Should I be using social media?” but rather “How should I be using social media?” and “Is it worth it to pay for social media advertising?”.  These are the three social platforms that outperform the rest and how you can utilize them to help grow your brand.

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Seasonal Apartment Marketing Guide

How is seasonality affecting your community?

Most rental markets across the country experience some sort of seasonal cycle, but does your community account for it in your marketing plan?

We’ve compiled website traffic from 93 communities who’ve advertised with us for over a year, data from 473 email campaigns and 55,426 live chats to give you an idea of how the digital landscape in the multifamily industry changes on a seasonal basis.

In this guide, we share with you…

  • Our findings on seasonal trends in the apartment industry.
  • A free resource to help you identify the seasonal website traffic patterns unique to your apartment community.
  • Campaigns your community can add to your marketing mix to improve the effectiveness of your marketing in a given season.
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Know Your Audience: Senior Living

Deeply understanding your target audience is a pivotal part of designing a qualified lead generating marketing strategy. In this article, we’ve outlined approaches, ideas, and market insights to help you determine the ideal target audience for your senior living community.

1. Get to Know the Residents

Oftentimes, prospective residents will pay close attention to the current residents at a community while doing their initial walkthrough or tour. It’s always a good idea to be knowledgeable about your community’s demographics and interests in order to completely understand your ideal audience.

Trends such as age, gender, and net worth are all pieces of information that will help with the formation of your target audience. These data points are extremely valuable for a community and they can be used as a great starting point to understanding the profile of a typical resident at your community.

Once you have an idea of who your target audience is, you should study where they focus most of their attention. Knowing the digital habits of seniors within your target segment can help you adapt your marketing strategy and reach your ideal audience. Even among the 80 plus age group, 44% use the internet and 17% use social media. 24% of seniors between the ages of 75-79 report using social media and nearly half (47%) of seniors aged between 65-69 use social media. (Pew Research Center)

When it comes to products like paid search (pay-per-click), according to Google, baby boomers searching for senior living options prioritize community features like activities and events, along with room sizes and transportation options. When a child is looking for their parent(s), they are typically looking for information about medical services and the amount of staff on site. (Senior Housing News)

2. Get to Know Your Renter’s Families

When you enroll a senior in your community, you gather quite a bit of information about them. However, It can become difficult to capture information about their families because a lot of the application process involves information about the senior’s needs, means, and interests.

Gathering data and analyzing purchase behaviors of the families involved in the process can be just as beneficial as gathering information about the seniors themselves. Some data points to consider collecting from the families would be: the relationship to the senior, their age, and what is most important to them when looking for a senior living community. By understanding the family, you can start creating a target audience that is driven by the children rather than the seniors.

3. Who Is the Final Decision Maker?

Finding out which individual is making the final purchase decision is key in understanding your audience. In some cases, the seniors are doing all the research, tours, and eventual leasing at a community. In other occasions, the children and even grandchildren are a major part of the leasing process. In some other instances, one of these parties will be an influencer, but not the key decision maker.

Capability levels play a role in who is making the final decisions. A senior looking for an independent living or apartment setting has different capabilities and levels of involvement in the purchasing process than one needing memory care or nursing home accommodations.

A one size fits all approach for your target audience may not be ideal if you offer multiple levels of care. Continuing care communities should consider determining separate audiences for each level of care, while also taking into consideration the level of input different individuals who make-up that audience have throughout the leasing process.

You can typically identify the key decision maker by observing who is asking the most questions, who seems the most informed, and who is effectively calling the shots during the tour. The final decision maker or influencer is a key proponent of your target audience.

Do You Have Any Questions About Any of This Content?

Contact a dedicated Conversion Logix representative at (866) 297 4914 or email info@conversionlogix.com for more details! 

 


Know Your Audience: Multi-Family Housing

Every experienced builder knows that the foundation they lay is critical to the overall structural integrity of said building. When developing a marketing strategy, your growth and success rely on building up your knowledge of who your audience is. Approaches to understanding your audience can range anywhere from intuitive to statistician level complex. This article contains five strategies to help you build a rock-solid understanding of who your target audience is.

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