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Scaling Digital Marketing in Multifamily: Key Principles for Success
Multifamily marketers face unique challenges, such as managing large portfolios across multiple markets and maintaining individual branding for each property. These complexities can make it difficult to scale digital marketing efforts without falling into the trap of a generic, "one-size-fits-all" approach.
To maximize return on investment (ROI) and differentiate your properties in a competitive market, consider these three essential principles for implementing effective digital marketing campaigns:
1. Your Community Website: The Cornerstone of Digital Success
While social media platforms and third-party listing sites play an increasingly important role in property promotion, your community’s website remains your most powerful digital marketing tool. Far from being obsolete, your website is your brand’s virtual front door and often the primary hub for online lead generation.
Investing in the design, functionality, and performance of your website is critical. Google considers factors like loading speed and usability when ranking sites in search results, so ensure your site scores well using tools such as Lighthouse. A reliable content management system (CMS) that prioritizes speed and performance is essential to staying competitive.
In today’s mobile-first world, your website must deliver a seamless, fast-loading experience for smartphone users. Design choices, button placements, and A/B testing should prioritize mobile functionality to meet user expectations and boost engagement.
2. Local Search: The Key to Competitive Advantage
Local search, particularly through Google Business Profile (GBP), has become a top channel for driving traffic in the multifamily sector. Securing visibility in Google’s local pack or local finder results can significantly increase a property’s exposure.
Several factors influence your ranking in local search results, including the completeness of your profile, the searcher’s proximity to your property, and your review score. Review scores are one of the few factors directly impacted by your on-site teams, making them a critical focus area. Implement a review generation strategy by training staff to encourage satisfied residents to leave reviews and promptly respond to both positive and negative feedback. Unanswered reviews can signal a lack of engagement, which may deter potential renters.
Additionally, maximize your use of GBP features to showcase your property. For instance, add floor plans as “products” and amenities as “services.” Leveraging every available content format will help your property stand out in search results.
Don’t overlook other local search platforms, such as Apple Maps. With over 150 million iPhone users in the United States, Apple Maps is a growing competitor to Google. It now offers a web-based version, enhancing its utility for renters. Claim and optimize your property’s Apple Maps listing to ensure you’re reaching this audience.
3. Master the Basics: Timeless Digital Marketing Principles
The digital marketing landscape evolves rapidly, with new technologies and trends emerging frequently. However, the fundamentals of effective marketing remain constant.
At its core, successful SEO is about applying traditional marketing principles within the framework of search engines. Understanding your audience—what motivates them, their preferences, and their behaviors—through thorough market research is invaluable. This knowledge will inform keyword selection, content development, and advertising strategies that resonate with your target renters.
Ultimately, delivering an exceptional renter experience is at the heart of digital marketing success. By combining audience insights, well-researched strategies, and a commitment to quality, you can create marketing campaigns that drive meaningful results across your portfolio.
By prioritizing your website, optimizing local search, and sticking to proven marketing principles, multifamily organizations can scale their digital marketing efforts effectively while maintaining a personalized approach for each property. In a competitive market, these strategies can help your properties stand out and achieve sustained success.
