Marketing collateral gives property owners the means to communicate their brand messages and provide more information to potential customers. Think of print pieces like business cards, brochures, and floor plans. In contrast, digital collateral puts this messaging online, casting a much larger net than passing out flyers or face-to-face appointments with each prospect.
The Value of Digital Collateral for Multifamily Housing
Zillow found that four out of five renters search online for their next home. This trend means that apartment complexes, especially in competitive areas, need an online presence to ensure prospective renters will find them. Beyond typical listings on apartment rental and real estate sites, branded online marketing collateral helps the property establish its competitive differentiators and develop relationships with potential renters.
However, HubSpot contends that the most valuable marketing collateral exists to assist potential residents in the comparison stage of their buyer’s journey. Rather than attracting initial attention with a focus on selling, like a traditional advertisement, it informs, engages, and retains interest. When crafted thoughtfully, these pieces demonstrate the brand’s value and advantages over the competition.
Effective Marketing Collateral
Each prospect will have unique concerns and styles of searching for a new rental home. Thus, distinct types of marketing collateral will appeal to different people at various stages in their apartment search. You can find the best way to appeal to your ideal tenants to help reinforce your brand, engage attention, build a relationship, and encourage them to fill out an application.
Explore examples of effective marketing collateral like these:
- Blog posts: Maintaining a blog allows properties to publish current news and helpful tips about the property and the local area. Topic suggestions include highlighting area or property events, resident amenities, general apartment living tips, and neighborhood features.
- Case studies: Case studies can provide an in-depth look at how property management has responded to tenant’s needs and area challenges. For instance, a white paper might explore ways the property has responded to security challenges. This content will appeal to analytical people and those who have narrowed their search to a few properties.
- Testimonials: Encourage current or past residents to write about their unique experiences with the property. Posting testimonials on a website helps apartments spread word-of-mouth marketing to a large audience. Some people find third-party testimonials more credible and informative than messaging directly from the company.
- White papers: White papers offer a researched, factual approach to presenting topics that interest prospective renters. Example topics include calculating affordable rent, where to look for apartment deals, how to compare rental offers, or ways they can rely on specific amenities to save time and money. A white paper’s value to its readers will help build credibility.
- Videos: Videos can showcase apartment designs and property amenities or special events. They can also give property management a way to offer a face-to-face introduction. Lots of internet users prefer visual content to text. Plus, you can share videos on your website, social pages, and YouTube for extra exposure.
- eBooks: An eBook can demonstrate your property’s expertise while offering helpful guidance to prospects. For example, create a city or neighborhood guide or a collection of moving suggestions and checklists. Like white papers, eBooks allow you to dig deep into topics to provide more value. At the same time, the less formal style of an eBook may appeal to some prospects more than a white paper.
How the Right Marketing Collateral Helps Your Brand Stand Out
Newcomers to an area may see all apartment complexes as fungible. They won’t know that one property stands out because of its thoughtful amenities, exceptional management, knowledge of the local area, or tenant-friendly policies. The right digital collateral will engage prospective tenants while reinforcing positive brand messages.