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.

I’m sure this isn’t your first time hearing a marketer wax poetic about the benefits of reaching prospects on social media and “meeting your future residents where they are”. These platforms have forever changed media consumption habits making it a can’t-miss opportunity for marketers. 

As much as we love all social media, the inevitable day comes when the social fabric changes and everyone jumps ship to a new platform to reach their audience.

Today that ship is TikTok, and it’s become a megayacht transporting its users through a sea of personalized video content.

The short-form video-sharing app is most popular among young adults, with 43% of users ages 18-24 and 32% of users ages 25-34 (DataReportal, 2022), making it an incredible platform to reach students and young professionals.

Building up a presence on a new social media platform can feel daunting, and for many organizations, “going viral” isn’t a viable marketing strategy. If this is the case for your organization, the best strategy is to leverage TikTok through advertising. Unlike uploading organic video content to TikTok and hoping to “make it big”, TikTok advertising offers a targeted and scalable approach to reaching college students in the market for an apartment. 

Here are five reasons why we think student housing marketers should consider advertising on TikTok.

1. TikTok ads are immersive.

TikTok offers full-screen mobile video placements that can highlight the features and benefits of highly visual products like apartments. 

Whether you are sharing a video walkthrough of a unit, showcasing student social life, or a splash into the community pool, the vertical video format can bring your units and amenities to life across your prospects’ screens in a way that static images can’t match. 

This lifelike ad format makes TikTok ads more memorable, increasing brand recall. Across client campaigns, we saw lifts in organic and paid search results after running TikTok ad campaigns, indicating the stickiness of video-first branding strategies like TikTok.

2. TikTok has powerful targeting and AI capabilities. 

The platform has evolved in recent years from its initial focus on music and dance videos into an entertainment platform that caters to all types of interests and niche communities.

Today the platform is well known for its intelligent learning algorithm. It excels at determining which video content users are likely to respond to, which is why its “for-you-feed” is such a popular feature of the platform. 

As a TikTok advertiser, you gain access to a wide variety of interest-targeting options that ensure you reach your target market consistently. When creating student apartment ads, we were able to layer TikTok’s targeting strategies to build an audience of prospective renters looking for housing for a specific university, enabling us to reach the right audience for our clients.

3. TikTok users are more engaged.

The TikTok user base engages on the platform more than other social media sites, with 79% of users reading the comments and over half saving sound clips or searching hashtags (Nielsen). 

Even though the content is primarily video, users on the platform aren’t just passively scrolling through content. They are opening and reading comments, sharing content, and utilizing the search function to discover new content. 

4. TikTok prioritizes discovery.

The platform is unique in that it prioritizes discovery, presenting users with a wide variety of creators and content curated to their user behavior. A Nielsen study commissioned by TikTok found that 88% of TikTokers love discovering new content while using the app, and 52% of users say they discover new products through ads on TikTok.

Unlike other social networks, where users follow friends and expect to see most of their content from their followers, users are in a discovery mindset on the platform, making them more open to seeing content from new users and brands.

5. TikTok users are receptive to advertising on the app.

Over 80% of users say ads on TikTok are enjoyable (Kantar). 43% of heavy TikTok users feel that the advertising on the platform blends in well with the content, and 61% of users feel that advertising on TikTok is unique compared to other top social and video platforms (Nielsen).

Interested in bringing your brand to TikTok but don’t know where to begin? Learn more about Conversion Logix’s TikTok advertising service and how our team of social ad experts can get you started. 

The post Five Reasons Student Housing Should Advertise on TikTok appeared first on Conversion Logix.

At Conversion Logix, we understand that a continuous marketing approach brings benefits to everyone. Driving traffic to your site, generating conversions, and analyzing where that traffic comes from lets you make immediate changes to your campaign for a better customer experience. Today, we introduce two new features to deliver successful campaigns.

Continuous Marketing Approach: 

These new solutions enhance the capabilities of our three-step approach to digital marketing, “Capture, Connect, and Convert.” The 3Cs represent the process of driving traffic, generating leads, and nurturing prospects until they convert. 

Analyzing attribution in the last conversion step shows us the customer journey and enables insights that we leverage for performance-enhancing optimizations.

Reach Your Target
Market On TikTok

TikTok rose to social media juggernaut status during the beginning of the pandemic when video consumption and social media usage were on the rise. It’s now a preeminent social network with over one billion monthly users worldwide (TikTok).

With the addition of TikTok advertising, we expand your reach across social media channels, delivering another powerful “capture strategy” for our clients. 

We’ve tested the effectiveness of TikTok advertising among a sample of student housing and multi-family housing clients and found promising results.

Our Findings:

• Expanded reach. TikTok ads delivered high volumes of impressions and quality traffic.
• Increased brand recall. We identified a lift in organic search traffic, paid search, and direct traffic for clients running TikTok advertising, indicating the effectiveness of our ads in building brand awareness.
• Higher ad engagement. TikTok ads received high volumes of clicks, video views, and video completion rates. 
• Lead generation. In our study, TikTok ads drove traffic that completed lead-generating actions in our Conversion Cloud software platform. These actions included: scheduling a tour, claiming an offer, or contacting the community.

Expand Your Marketing Mix With TikTok

Reach out to your Conversion Logix account manager to include TikTok in your campaign strategy.  If you’re new to Conversion Logix, schedule a call today, and we’ll help get you started!

Our New Virtual Assistant, Say Hello To Claire

To enhance the customer experience, engage prospects with immediate information, and reduce stress on your staff, we are introducing a new virtual assistant, Claire. Claire is a complementary addition to The Conversion Cloud and can answer frequently asked questions anytime, day or night. Pairing Claire with Live Chat further enhances the customer experience allowing a live team to answer those tough or detailed questions.  

This will be a game-changer for clients that haven’t yet made the leap to adding live chat services to their site. This chat product will enable our clients to respond to inquiries instantly during times when onsite teams may not be available to answer a call or respond to a web inquiry.

Claire can:

• Prompt engagement. The vast majority of queries are related to pricing and availability. Claire can prompt customers with frequently asked questions, increasing the likelihood of engagement. 
• Deliver instant responses. The automated nature of a virtual assistant provides immediate information to website visitors. This ensures your website visitors have instant access to support 24/7.  Many common questions, including pricing and availability, arise outside of business hours and can be immediately addressed.
• Increase lead conversions. Claire encourages prospects to schedule a tour or claim an offer after their initial chat conversation, increasing lead generation from your site.
• Gain customer insights. Identify the topics most frequently asked by your target market with real-time reporting in The Conversion Cloud.
• Fully integrate with Live Chat. Seamlessly incorporate Live Chat with your virtual assistant experience to deliver personalized responses from highly trained chat professionals.

Bring Claire to Your Website

Reach out to your Conversion Logix account manager to enable Claire as a part of your Conversion Cloud subscription. If you’re new to Conversion Logix, schedule a call today and we’ll help get you started!

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