Your Season-by-Season Apartment Marketing Guide
Spring may be the best time to sign leases, but that doesn’t mean you can’t close deals the rest of the year.
Marketing
Everyone knows spring is rental season in most markets for a variety of reasons:
· The harsh winter weather that’s kept prospects cooped up inside (and staring at those dated brass fixtures they want to get far away from) has waned.
· Tax refunds have provided the cash needed for a move.
· Families aiming to get settled before the new school year are considering their options.
· Employees who found jobs during January and February (peak hiring months) are looking to move closer to their new place of business.
Of course, that doesn’t mean you shouldn’t be focused on sales year-round. It just means you may need to try a bit harder and tailor your messaging the rest of the year to entice people to make a move. Here are some tips by season.
The challenges: There are few, so take advantage!
Messaging: Play up all of the above to remind people why spring is the perfect time to move.
Post ads on: Real estate, tax and family websites
The challenges: Vacation season has prospects more focused on fun than day-to-day living.
Messaging: If your property is located in a vacation destination, play it up. Show out-of-towners why they should call your city home permanently. Don’t live in a summer hot spot? You can still follow suit by painting a picture for locals that your property is like a destination.Feature your summertime amenities, such as the pool, BBQ pits, volleyball court and AC. If your property is near a college or university, you’ll want to appeal to student renters by showcasing your amenities and giving them a glimpse of independent living.
Post ads on: Travel, weather and college websites
The challenges: Most families and students are settled by the end of summer.
Messaging: Singles, couples and young professionals aren’t bogged down with school events and might be making moves between the end of vacation season and the first holiday party. No matter who you’re targeting, use the charms of autumn to your advantage. Everyone loves the coziness the crisp weather, warm sweaters and familiar aromas fall brings. Help prospects imagine themselves indulging in fall traditions in their new apartment home.
Post ads on: Professional networking and dating websites
The challenges: People are more focused on the holidays than moving. Plus, no one wants to move when there’s a wind-chill factor.
Messaging: The season for entertaining makes people wish they had more space to host family and friends, that breakfast bar they’ve always dreamed of, a guest bedroom for out-of-towners—or whatever your property has to offer.
Post ads on: Shopping and travel sites
The above tips are good starting points, but you’ll need to adjust your advertising strategy based on your market and prospect demographics. Whatever messaging and placement you decide to use, you’ll want to be sure and track the effectiveness of your advertising. LeaseHawk CallTrack and LeadScore can help. Find out how.
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