First impressions last — and in the dynamic world of multifamily housing, a creative apartment advertising strategy is what ensures you make a great first impression. A fresh and imaginative approach is what puts your property in front of your target audience as they scroll through their feed.

In this blog post, we explore five creative advertising ideas that will spark curiosity for your property and leave a lasting impact on prospective residents.

Tap Into TikTok Ads

TikTok videos are short, authentic, and informative, making them a powerful marketing asset to introduce a lease-up or expand the reach of an existing brand. Post-pandemic, TikTok has become one of the most popular social media platforms. At the beginning of 2023, eMarketer reported that users aged 25 to 54 spent more time on TikTok than any other social media platform. While creating organic content is great for building your brand on the platform, paid ads offer a more reliable way to reach in-market renters.

Here are two quick tips to take your TikTok ads to the next level:

• Experiment with different video approaches. With TikTok expanding its video lengths from 15 seconds to 10 minutes, video marketers now have more freedom in showcasing their properties. While featuring the property itself has proven to be effective, try featuring faces and sharing helpful tips. Study metrics like video watch time, ad click-through rates, and website conversion rates to determine which video creative resonates the most and double down on top-performing strategies.
• Maximize available ad targeting dimensions. Every penny spent on advertising should reach your target audience. Thankfully, the TikTok ad platform gives you plenty of ad-targeting dimensions to help you achieve this. Behavior targeting, interest targeting, and hashtag targeting capture audiences interested in multifamily housing in your local area. As with other social media platforms, you can also harness the power of custom audiences to build segments off your website traffic and engagement.

Target with Keywords in YouTube Ads Campaigns

Promoting video ads on YouTube enables you to reach a high-intent audience through keyword targeting. In addition to targeting strategies like data segments and demographics, YouTube offers advertisers the ability to build audiences based on users’ Google search activity. By using words or phrases for targeting, you can show your ad to people proven to be already interested in apartments in your local area.

Here are some best practices for YouTube advertising:

• Leverage learnings from Google Ads. Assess what keywords and ad campaigns are the most successful in Google Ads and leverage these same targeting strategies when creating YouTube Ads. Are neighborhood keywords driving the most high-quality traffic? Incorporate them in your YouTube ads targeting strategy to reach renters across a variety of channels and mediums.
• Leverage brand names as keywords. Using your company or property name can be effective as well, especially when there’s prior interest already. This may also be useful for those large brand awareness campaigns where you’re directing your audience to specific pages on your site. Lastly, if your company or property name is a common term, doing brand keyword targeting coupled with your industry keywords helps you reach your specific audience.

Get Ahead of the Competition and Advertise on Connected TV

Traditional TV viewership might be on the decline, but Connected TV media time is on the rise. Overlooked by many in the multifamily marketing industry, Connected TV advertising can be a great opportunity to reach your audience on a less competitive playing field. With an expected daily 2 hours spent with CTV this 2024, you’ll be ahead of the competition if you start advertising on this channel in the coming years.

Here are a few more reasons why you should add CTV to your marketing strategy:

• Advertising on a bigger screen allows for more room for creativity. Advertising on CTV lets you explore formats that may not be possible on smaller screens or static ad platforms. This also means you’re able to highlight your property’s features and floorplans without being restricted to smaller video dimensions.
• It prepares you for a cookie-less future. Cookies are going away but hard data such as IP address and device IDs are not. With CTV, you won’t be as reliant on cookies, but you still have data to ensure you’re still spending ad money on the correct audience.
• Reach a more detailed target audience who are more likely to finish watching your video ads. One of the metrics most video marketers are worried about is the completion rate. Sometimes, even the most creative videos only get viewed for a few seconds. CTV ads are non-skippable, so completion rates tend to be higher than other video platforms. The bigger screen also results in 62% ad recall, which is around 15% higher than ads seen on smartphones or computers.

Promote “Tour Your Way” Options in Ads

People love having options, especially when shopping for a big purchase. This is especially true when it comes to touring your community. 

Incorporating an option to “Tour Your Way” in ads puts your property top-of-mind for renters who want to tour your property but live out-of-state or are too busy to tour during business hours.

Here are two creative ways to promote flexible tour options in your ads:

• Use guided tours as video ad creative. There’s no better way to showcase what your property can offer than with a guided tour video ad. If your community has a pre-recorded tour that they have sent to prospective renters, this could be a good resource to source video clips that can be used in ads. This kind of ad can be used as a teaser to get a prospect to watch a full pre-recorded guided tour video or schedule an in-person tour. Include features unique to your property and features that have proven to have the highest conversion rates for your current residents for the best results.
• Create floorplan-specific video ads. Unless you are marketing a lease-up, you likely have specific floorplans that you are trying to fill vacancies for at any given time. One way to ensure you reach the prospects you need is to create floorplan-specific video ads and target renters searching for these floorplans with keyword targeting on YouTube or Display Retargeting campaigns that leverage website data to target prospects who’ve visited floorplan pages on your site.

Make Your Ads Interactive

With the Internet exposing your potential residents to a multitude of distractions, from competitor listings to other interesting stuff online, it’s important that you capture their attention by preparing ads that give them a reason to engage. One great way to do that is through interactive ads.

With HTML5 display ads, you’re now able to create interactive ads that deliver a unique experience to your target audience, giving them more incentive to stay on an ad and engage with your brand.

Adding to the previous suggestion of creating floorplan-specific ads, interactive ads can also be utilized to deliver a clickable ad that lets them explore your floorplan or other unique features. You can also create animated display ads that showcase your property “in action.” The possibilities are endless!

Check out how interactive ads can work for your property with our Premium Ad Design service.

Develop A More Imaginative Approach to Your Advertising Strategy

In the fast-paced world of real estate, where first impressions linger, and competition is fierce, a creative apartment advertising strategy lets you stand out from the sea of generic ads on multiple platforms. Your creative idea is what turns a potential resident’s casual scroll into an engagement and, hopefully, a new lead.

We’ve explored five creative apartment advertising ideas designed to leave a lasting impact on your potential renters. Partnered with other tried-and-true digital marketing strategies, these ideas can help ensure you have a winning strategy for the new year.

Read these blogs next for more multifamily marketing inspiration.

The post Creative Apartment Advertising Ideas appeared first on Conversion Logix.

The old adage “a picture is worth a thousand words” has become more relevant in this age of online property hunting, where you’re no longer just competing with similar listings but also with a million other things on the Internet. In a crowded rental market, creating captivating apartment photos can be one of your strongest weapons to stop the scroll.

In this blog post, we’ll explore attention-grabbing apartment photo ideas that will compel your audience to envision life within the walls of your communities.

From strategic angles that highlight the unique features of each space to telling a story about lifestyle and convenience, this article is a comprehensive toolkit for savvy property managers and marketers ready to master the art of apartment photography.

Use Natural Lighting but Also Shoot at Different Times of the Day

Natural lighting is not only more cost-efficient, it captures the property with more clarity and depth. The Golden Hour after sunrise and before sunset is one of the best times to take exterior photos because it gives you the clarity of daylight with the softness and romanticism of a warm, waning sun. The Golden Hour may also be great for interior shots: cast from the windows, light from the setting sun creates mystic photo listings. But you’ll also need more versatile shots to choose from, so it’s good to switch things up and take photos of the property at different times of the day.

Here are some creative ways different times of day may be leveraged to create captivating apartment photos:

• Use daylight to highlight how the apartment looks with natural lighting. As daytime casts fewer shadows, it lets you showcase the house’s spaciousness.
• Natural twilight creates beautiful ambiance shots and is especially great for illuminating windows and landscapes of the property.

Take lots of ambiance shots of different parts of the house, playing with sunrise, midday, or sunset lighting to highlight specific features that may appeal emotionally to potential buyers.

Experiment and Take Photos of Rooms From Multiple Angles

Much like shooting during different times of day, shooting from different angles will give you a range of shots to choose from. These two types of shots are the most popular among real estate photographers: (1) corner shots that present a room from the corner (usually at a 45-degree angle) to show an idea of how much space the room has and (2) straight-on shots that frame the entirety of a room from the front, ideal for showcasing staged rooms, stairways, and other unique installments. These are still great to use; however, to stand out from other listings, it is important to be creative: try rotating perspectives, crouching on the floor, or stepping up on a ladder to get unique shots from multiple angles.

Take Advantage of Reflections to Capture the Property’s Unique Selling Points

An apartment’s unique features — such as that vintage fireplace or those custom room installments — may get lost in usual listing photos. Give them the attention they deserve by surfacing them on mirrors’ reflections. This produces a creative, unexpected element that adds depth and dimension to the image. Mirror reflections are also great in emphasizing architectural features and the room’s functionality.

When utilizing this tip, be mindful of unwanted reflections. Double-even triple-check that final photos don’t have sneak peeks of the photographer or even unpleasant corners.

Highlight the Neighborhood

Location is one of the most important factors renters consider when searching for an apartment. When conveying this with photography, the best photographers go beyond a curbside photo to capture the full value of an area. These days, apartment marketers need to remember that they are not just selling a real estate property; they are also selling a way of life that includes the neighborhood the property is surrounded by. This means including snapshots of nearby parks, cafes, landmarks, and maybe even schools or shopping centers. The goal is to give future residents an idea of what it’s like to live within that neighborhood while providing them with a window into a future lifestyle they can fall in love with.

Conclusion

Remember that while the Internet has made it easier for prospects and leads to find your listing, it has also made it easier for them to get distracted by all other things available online. Posting listings that are accompanied by unique and captivating photos ensures that you are able to rise above all the distractions and get potential buyers to engage with you.

Once you’ve captured the perfect apartment photos, you’ll need a strategy to get these eye-catching images in front of your ideal audience.

Read these blog posts next for advice on reaching your ideal renter with cutting-edge marketing strategies.

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The marketing and technology landscape is moving faster than ever as we approach 2024. While modern marketers are no strangers to change, the rapid and transformative power of AI (Artificial Intelligence) has skyrocketed the pace, setting the stage for a fast-paced year ahead. 

Amidst major technological evolutions, the apartment market is facing a medley of challenges and opportunities, from burgeoning supply trends (over 600,000 market-rate units are likely to enter the market by year-end) to steady demand driven by wage growth and modest inflationary expectations. With downward pressure on rental rates due to the growth in supply across the top 50 metros, the focus of the year is anticipated to be on maintaining occupancy vs. rent growth as renters are presented with more options in top markets.

In 2024, multifamily marketers will need to be forward-thinking and laser-focused on developing competitive marketing strategies that leverage cutting-edge technology without losing focus on the fundamentals. With this in mind, we’ve compiled five apartment marketing strategy recommendations to guide your planning in the new year.

BUT FIRST…A QUICK WORD ON THE FUNDAMENTALS OF MARKETING STRATEGY VS. TACTICS

The word strategy is thrown around a lot as a way to describe plans for achieving goals or testing out new technology. These are often tactics rather than strategies, and in many cases, these lists of ideas exist in isolation from the overall landscape impacting marketing teams. 

When planning for 2024, think about the challenges your company and the industry is facing. Consider your unique strengths and weaknesses. Then, think about an approach you can take to overcome these challenges using the opportunities available that can set your company apart and provide you with a competitive advantage in the marketplace. 

These strategies should be high-level enough that multiple tactics can be devised beneath them that can be executed to achieve your goal but specific enough to make the approach unique, actionable, and relevant to today’s marketing landscape.

As we walk through the five strategy recommendations below, consider the challenges we outlined at the beginning of this blog post and how these strategy recommendations can help you address these challenges while capitalizing on new opportunities and resources.

1. A Hybrid Intelligence Approach to AI 

It should come as no surprise that one of the biggest trends for 2024 is anticipated to be the adoption of AI, specifically the adoption of AI-based chat technology. Prospective residents have come to expect immediacy from all industries, and the rental sector is no exception.

AI and automation, in general, excel in their ability to deliver scale and immediacy. In a chat environment, this technology enables property managers to overcome a long-standing struggle: providing faster response times to leads. 

Solely relying on AI doesn’t come without its drawbacks. There is a subset of prospects who want a human response to their questions and concerns, and nuanced and unique questions can’t be easily answered by AI.

This is why we recommend you take a Hybrid Intelligence approach to adopting AI in your organization. This means pairing the skills and experience of humans with AI to deliver superior customer experiences and more intelligent business decision-making.

Within the scope of customer experience, this could be implementing an AI chat solution that gives prospects the ability to switch to a live human agent in real-time to prevent leads from falling out of the funnel while maintaining superior customer service (a unique solution we offer you can learn more about here).

2. Building Better Business Intelligence

In a recent LinkedIn Live, “2024 Multifamily Marketing Predictions,” we hosted with the VP of Marketing at Brookfield Properties, Jannah Hobday, and Chief Insider at Multifamily Insiders Brent Williams, one trend that kept coming up in the conversation was the need for centralization between vendors and platforms in the industry. 

As marketing becomes more complex and technology becomes more sophisticated, property management teams are reliant on specialized labor and tools to remain competitive in an evolving field. While this makes it possible for property management companies to implement innovative marketing tactics and offer cutting-edge customer experiences with less investment, it also means data and information about marketing campaigns, leads, and residents’ lives in many places, making it difficult for marketing managers to make informed decisions and implement strategy changes quickly.

One way to go about this is to develop a source of truth for resident information and work with vendors that offer integrated marketing solutions. 

At Conversion Logix, we partner with the top CRM vendors in the industry to sync the lead and tour data we capture from our lead management system with our clients’ CRMs. We also pull data from platforms like Yardi, RealPage, Entrata, RentCafe, and Apartments.com to provide an Ad Automation service that makes lightning-fast ad updates when pricing, offers, and availability changes in a client’s CRM.

This integrated approach gives marketing managers a line of sight into the information they need to be better-informed decision-makers while providing vendors with the information they need to be more effective partners.

3. Advertising on Channels Competitors Aren’t 

eMarketer released a study claiming 25-54-year-olds spend more time on TikTok than any other social platform. In 2022, TikTok surpassed Instagram in total daily minutes spent and is expected to surpass Facebook by 2025. Despite this, many property management companies are reticent to get started on the platform. 

Property management teams get stuck on this idea that in order to be on TikTok, they have to build up a library of organic video posts and invest in follower-building and virality tactics. This prevents a lot of management companies from taking advantage of this platform. 

While it takes a higher monthly minimum in ad spend to get started on TikTok, we’ve seen clients experience success leveraging repurposed video content for Instagram Reels as TikTok ads. Unlike organic posts, TikTok advertising enables you to reach a larger audience consistently with the same piece of content and gives you the ability to target and track your ideal audience.

Another breakout in the media industry is streaming networks. Streaming outperformed both cable and broadcast TV for the first time in history in July 2022, according to a Nielsen report. Connected TV advertising is one of the most overlooked advertising opportunities in the multifamily industry. Connected TV ads can be displayed on a range of devices, from Smart TVs to computers and mobile phones. They have some of the highest ad recall rates in the industry and offer a unique opportunity to build brand awareness where others in the industry aren’t competing. 

By opening up your marketing strategy to include popular channels your prospects are on that your competitors aren’t, you’ll be in a better position to establish your brand among prospects and prevent new developments from stealing your market share.

4. Leveraging First-Party Data to Develop More Targeted Campaigns 

Struggling to find qualified leads is a common challenge that has driven many marketing managers to our door. Targeting in the multifamily industry has always been challenging as marketers seek to reach the most qualified renters while maintaining fair housing-friendly campaigns. This challenge is also likely to become exacerbated as privacy restrictions rise and cookies become deprecated.

New advancements in audience cohort tracking in Google Analytics 4, AI bidding strategies, and conversion tracking are making it possible for marketers to develop targeted campaigns despite these challenges. 

The key to unlocking these strategies in 2024 will be collecting first-party data and working with partners on the cutting edge of these targeting techniques to ensure you can find and convert qualified leads at scale.

5. Focusing on the Follow-Up

In a market where new developments have the potential to overstep demand, follow-through becomes even more important. Prospective residents who come in to tour or engage on the website may be considering several properties at one time. By giving attention to prospective renters throughout the entirety of their apartment search, you stand a greater chance of converting leads into leases.

If you aren’t already using automation to develop lead nurturing sequences via text and email, 2024 is a great time to start. Keep in mind that the better your company is at collecting and storing lead information, the more powerful and personalized your automation sequences can be. Consider creating specific sequences for floorplan-specific campaigns, pet owners, or renters with longer move-in timelines to remain top-of-mind and increase lead-to-lease conversions.

TAKE YOUR MARKETING STRATEGY TO THE NEXT LEVEL

Need help creating a personalized strategy for your community? Contact us today for a personalized consultation with a multifamily marketing expert. We’ll assess your strengths and areas of improvement while exploring opportunities to incorporate cutting-edge ad campaigns, automation, and AI into your 2024 marketing strategy.

The post Top 5 Apartment Marketing Strategies for 2024 appeared first on Conversion Logix.

As digital marketers, the number one question clients and stakeholders ask us is, “How many leads can we expect?” A question asked less often, but usually by the most important stakeholders, is, “How much will it cost to acquire said leads?” Understanding acquisition costs and what drives them up or down is the most important knowledge you can uncover as a digital marketer. 

We analyzed a year of client data from over 400 multichannel campaigns to assess how different marketing strategies impacted acquisition costs. The result? We discovered that these two strategies had a significant impact on acquisition costs: Google Business Profile optimization and lead applications.

These two levers enabled media clients running Paid Social, Paid Search, and Display Advertising to maximize the traffic and conversions they received from each ad dollar spent, resulting in lower acquisition costs and higher lead volumes.

Google Business Profile Optimization is the Key to Increasing Organic Search Traffic

At Conversion Logix, one of the services we recommend to clients interested in optimizing their organic search traffic is our Google Business Profile posting service, Google Business Profile Accelerator (GBPA). When GBPA posts were introduced to a client’s campaign, the strategy resulted in the following traffic increases:

Why It Works

When it comes to selecting an apartment, location plays a leading role in the decision-making process. Prospective residents often turn to Google and are presented with opinions to browse Google Business profiles and Google Maps. These listings tend to be more visual and informative, driving the most engagement. By posting regularly to your Google Business Profile, you can increase your visibility in local search results, boosting website traffic for your community.

Lead Generation Applications Can Significantly Reduce Lead Acquisition Costs

In 2018, we launched The Conversion Cloud® to help marketing teams generate website leads and identify top-performing campaigns. Years later, we’ve helped over 800 properties generate over 1M leads through our suite of lead generation and communication applications.

When analyzing the impact these website applications had on acquisition costs we found that clients who added Conversion Cloud applications to their website saw a remarkable lift in lead conversions, resulting in more leads for every ad dollar spent.

Why It Works

Once prospects land on your site, they stay anonymous until you give them a reason to provide you with their contact information or encourage them to take the next step in the prospect journey. Lead applications like Schedule a Tour, Claim an Offer, RSVP for an Event, or Pre-Qualify Your Income increase lead conversion rates on your site, ensuring you capture the qualified traffic you drove to your site as leads.

Key Takeaway

When increasing monthly ad spend isn’t a viable solution for growing your pipeline, strategies that improve ad campaign effectiveness are a great way to increase conversion rates while lowering your acquisition costs. 

Addressing rising acquisition costs will continue to be a core challenge for digital marketers as attention becomes increasingly more difficult to acquire and advertising platforms become more crowded. 

By adopting strategies that increase visibility in organic local search results and engage website visitors, you can maximize the impact of your ad dollars, enabling you to grow digital lead volume while reducing your cost per lead.

About Conversion Logix Insights

Level up your marketing knowledge each month with research and strategies from multifamily and senior living advertising experts. In this blog series, we’ll reveal our team’s latest findings to give you a competitive advantage in the residential marketing industry.

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Unlock the Power of Live Chat With Gen Z Renters

Gen Z is the first truly digital generation. They’ve grown up with technology at their fingertips, giving them instant, convenient, and accessible ways to communicate. They don’t like calling you on the phone and don’t want to wait days to hear back from you in their inbox. So what’s the best way to connect with this new generation as they search for their next apartment? It’s immediate communication and engagement with live chat and virtual assistants. Here are a few reasons why Gen Z prefers online chat conversations and why apartment marketers need to incorporate these communication options in their marketing plans. 

Prioritize Convenience With Live Chat

Chatting online allows Gen Z to communicate with businesses at their own pace and convenience without having to wait on hold or be available during specific business hours. Like the Millennials before them, this generation is not used to phone calls and prefers to talk to people and businesses on their terms and online. Having spent most of their lives using text messaging and instant messaging through social media to communicate with friends and family, they find it more comfortable and natural to message a business versus picking up a phone. 

Deliver Instant Gratification With Lightning-Fast Response Times

We’ve all heard the rumors that Gen Z has the lowest attention span, willing to wait only seconds before they scroll onto the next video or jump off a website. eMarketer recently reported that Gen Z’s TikTok attention span is eight seconds, so think about how that translates into other aspects of their online lives. Gen Z values quick and real-time communication, and online chat allows for immediate responses, reducing the likelihood that they move on to a competitor and end a conversation with your community before it begins.

Account for Multi-Tasking 

Gen Z is highly adept at multi-tasking. Virtual assistants and live chat agents allow them to communicate with businesses while also engaging in other activities, such as browsing the web, working remotely, or watching videos on social media. 

Give a Safe Space to Ask Questions

Chatting online offers a more personal and less formal communication style than a phone call, which can be particularly appealing for Gen Z. They may feel more comfortable asking questions about topics like roommates, pricing, income qualification, and pet policies anonymously. The low-stakes nature of chat allows these renters to get the information they need to make a leasing decision without the social pressure of a face-to-face conversation.

Connecting With Gen Z

Incorporating live chat functionality on your website can go a long way in increasing engagement with Gen Z renters and setting your apartment community up for long-term success. However, improving communication with onsite teams isn’t the only way apartment marketers can need to level up their marketing efforts to appeal to Gen Z. This new crop of renters is spending more time on short-form video platforms like TikTok than any other generation.

To help you get up to speed on the advantages of TikTok, we have a quick 24-minute LinkedIn Live recording that answers marketers’ most popular TikTok questions. You can also explore the 5 advantages of TikTok advertising for more tips on reaching the next generation of apartment renters.

The post How to Get Gen Z Renters to Talk to You appeared first on Conversion Logix.

Ready to be the most informed multifamily marketer in the room? Read our hot takes as we rate our level of excitement over this year’s industry trends.

Artificial Intelligence

Chat GPT is one of the hottest topics technology topics this year. The platform has garnered millions of users overnight and is changed the way all industries are looking at AI. If you have used the platform, it is impressive in its ability to adapt its speaking style and information to a user query, going beyond what we are used to seeing from Google search. While moving faster than ever, we still have a ways to go before AI is super effective in the apartment marketing space. 

We have seen platforms like Google and Meta use AI for years to target online users, place bids on behalf of advertisers, and optimize campaigns. However, we are still seeing the need for human oversight of AI and human intervention when new information is presented.

What you need to know:

• Chat GPT is making AI a more high-profile initiative for tech companies.
• AI is rapidly improving and becoming more helpful but still requires human intervention to course correct and provide timely information. 

Short-Form Video​​​​

New research from HubSpot reveals short-form video to be the most popular trend among marketers, with 90% of marketers planning to increase or maintain their investment in the content format in 2023.

The popularity of TikTok played a large role in the growth of short-term video consumption and still continues to offer a big opportunity for marketers in the years to come.

New in 2023, is the growth in short-form video outside of TikTok. YouTube, owned by Google’s parent company, Alphabet, reported a huge rise in the adoption of YouTube Shorts. In a recent earnings call, the CEO of Alphabet announced that YouTube Shorts has surpassed 50 billion daily views, up from 30 billion one year ago. The company also announced ad funding for creators developing YouTube Shorts on the platform at the start of the year. 

What you need to know:

• Test TikTok if you want to scale brand awareness in 2023. Apartment brands, particularly properties geared towards college students, are seeing impressive brand reach statistics and search engine traffic gains from TikTok Ads.
• YouTube Shorts is gaining massive popularity and will provide ad revenue to creators in 2023.

Local Search Marketing

Google Business Profile is still the most common way for renters to discover you in the search engine, making this a continual focus for property marketers. In addition to updating your profile regularly and filling in all the fields you are allotted, what else are multifamily marketers doing to dominate local search results? Focusing on the basics of authority-building SEO strategies that support all aspects of search engine marketing and making strategic investments in Google Ads. While it’s certainly not a new strategy for 2023, it’s a foundational strategy that comes up every year and supports your overall marketing efforts. 

What you need to know:

• Google Profile losing optimization is crucial to your local search strategy.
• Communities investing in awareness campaigns like social advertising should maintain a strong local search presence so prospective renters can find them in the search engine when they come back to search for the brand.

Floorplan Specific Ad Campaigns ​​

We’re seeing communities shift from focusing solely on brand campaigns and overall community attributes to developing segmented and targeted strategies around promoting specific floorplans. With ad automation in the mix, this is now happening in real time. Another way marketers are doing new things with this strategy is virtual tour video content by floorplan and incorporating that in ad campaigns and linking ads to special floorplan offers that appear on the site. 

What you need to know:

• Floorplan marketing is more agile than ever with ad automation. 
• Communities are creating more floorplan-specific videos and incorporating them in ads and follow-up links in emails.

Influencer Marketing

Influencer marketing, while popular in many B2C industries, has always been seen as hit or miss for the multifamily industry. We’re seeing a shift in focus from influencer marketing to UGC across all industries. While influencer marketing isn’t a top strategy we recommend, developing UGC content for video ads is something we are curious to explore with clients in 2023. We know prospective residents value authenticity, trust, and social proof in marketing. We just don’t see influencers as essential as a distribution channel. If you want to tap into the video creation side of outsourcing social media, we suggest looking for everyday people who can help you create new content while retaining control of the distribution through your own brand’s advertising channels.

What you need to know:

• Influencer marketing in multifamily is overrated.
• User-generated content that you can distribute across your own brand campaigns is trending.

Connected TV

Connected TV is a trend that all advertisers have been sleeping on. While traditional TV advertising has historically received a bad rap for being too expensive and vague in the way it targets and reports viewers, Connected TV advertising breaks these assumptions. These ad campaigns work more like Display ad campaigns than traditional TV and can enable you to target based on actual behavior and intent to rent. This channel tracks post-visits from people who saw an ad and then later searched and expands multifamily marketing beyond mobile, and provides cross-device opportunities to scale awareness. 

What you need to know:

• Young adults are streaming TV in addition to social media video consumption, and Connected TV advertising offers a path to reach them at scale.
• Increasing spend on Connected TV advertising has proven to have a significant impact on overall campaign performance.

Website Analytics Evolves ​​

All Google Analytics users will be forced to make the shift to Google Analytics 4 this year. With this new shift, we’ll see an increasing reliance on engagement metrics that look past bounce rate to judge the level of intent prospects have on your website. The new platform promises to deliver more mobile-focused website analytics and improves cross-device and platform tracking capabilities. They’ve also made new additions to multitouch attribution, filling in gaps with machine learning.

What You Need to Know:

• Website analytics will be more engagement-focused in 2023.
• Multitouch attribution is becoming a bigger topic as marketers seek to understand the impact of social media and video ad investments.

The post How We Rated 2023’s Multifamily Marketing Trends appeared first on Conversion Logix.