The Rent. team had substantive gambling data taiwan phone number conversations with our partners about everything from fragmented media consumption habits amongst the next generation of renters to the impact of AI on marketing to slowing rent growth and increased supply in the construction pipeline. Our teams, from our CEO to Product Development to Sales Consultants to Customer Experience filter their work and priorities through the simple question:
“How can we help today’s multifamily marketers keep up with the proliferation of digital platforms in the most efficient way possible to help them exceed their goals?”
And it all starts with a clear multichannel strategy, versatile content and the ability to execute quickly.
Rent. was honored to facilitate a panel, “The New Science of Multifamily Marketing” on the main stage at AIM with great marketing minds from Google and Cadence Communications. Below is a list of the top ten takeaways from that session.
1. Multifamily Marketing is more complex than ever.
But this presents opportunities.
The proliferation of channels and platforms blowing up in popularity (and sometimes then fading away), including TikTok, BeReal, Bluesky, OTT, micro-influencers and so many more, can seem overwhelming and difficult to tackle. With so many channels impacting the traditional marketing funnel, where do you start? The answer? You start with the renter. The power of an integrated digital marketing approach begins with understanding the renter journey, and making the correct touch points at the right moment. In this digital first journey, your website, ILS and social channels are all hubs for renters to research, request tours and even resolve issues once they become residents.
2. Marketing works. Integrated marketing works best!
Understand that one piece of your marketing might not be as measurable as another, but each touch point can drive business. Focus on big picture results whilst testing and iterating frequently. Be sure to look at the impact on other programs and campaigns when adding and/or removing things from your media mix. Sometimes you see an impact where you least expect it as one marketing channel compliments another.
3. Find the online venues where your renters are but your competitors are not.
Consider new channels and be where your competitors aren’t yet. A first move advantage should not be underestimated, don’t be afraid to test new channels quickly.
4. Marketing is math.
When testing new channels and integrated campaigns, go in with a hypothesis and use data to prove or disprove that assumption quickly. If a channel isn’t working, iterate or move on to a new test. The key is using metrics to quickly understand the impact of your work.
5. Versatile content delivers the most value.
By building versatile, authentic content that can be leveraged across channels, you allow renters to engage in the ways that work for them. Whether they start on an ILS or social media, you can use different digital marketing channels to guide the rental journey and connect prospects to their next home. Think about content from a scaled perspective. Shoot closeups that you can use across multiple properties. Show lifestyle moments and duplicate that content. No need to reinvent the wheel.
