Marketing for the Moments That Matter Most for Apartment Shoppers

Marketing for the Moments
That Matter Most to
Apartment Shoppers
@30lines // #wtc2016

Discussion at:
#wtc2016
Send tweets and coffee to:
@30lines

If you needed to shop for
an apartment today, where
would you start your search?

🤓 For Today
• Understand how prospects shop
for apartments today
• Identify relevant marketing
strategies that align with this
process
• Give you tools and tips to convert
more leads into renters

How do
people shop?

Micro-Moments?

You may have heard…
• I Want To Know
• I Want To Go
• I Want To Do
• I Want To Buy

But is this how we
shop for apartments?

Ish.
¯_(ツ)_/¯

10.7The average shopper uses 10.7 sources of
information to make a buying decision.

Renter’s Journey?
Search Process?
Marketing Funnel?

Get prospects into *your*
marketing early and often.
👊 ACTION:

Align your marketing
with the
4 Ls

EXTEND YOUR
REACH
#AptWeb
LOOK
LEARN
LEASE

The process looks more
like:
#AptWeb
What we want
the search process
to look like What the search
process actually
looks like

Be the
best answer.

#AptWeb
🔎 LOOK

“I’m moving to a
new town!”
PROSPECT #1:

#AptWeb
Intent:
“I want to see my options.”
Success looks like:
“This list is a good start.”
Next step:
Research neighborhoods and
possible properties to contact.
AD
ILS
ILS
ILS
CL
APT

Individual property
results are probably the
wrong answer here.
INTENT: See my options

Your corporate portfolio
site is your biggest asset.
👊 ACTION:

34.6%Average opt-in rate from property search

34.6%Provide their contact information
*BEFORE* they’ve seen a single property!

👊 ACTION:
Use email and social
to lead prospects
down the path to
their perfect place.

“I need a place
closer to work.”
PROSPECT #2:

#AptWeb
Intent:
“Still looking for options.”
Success looks like:
“Find places I might want to see”
Next step:
Research individual properties,
possibly schedule tours
ILS
ILS
ILS
APT
#wtc2016

#AptWeb
Intent:
“Still looking for options.”
Success looks like:
“Find places I might want to see”
Next step:
Research individual properties,
possibly schedule tours

👊 LOOK | ACTION:
• Corporate site and branding
• Content for unbranded searches
• ILS remarketing
• Offline events and sponsorships
• Get prospects into your marketing

EXTEND YOUR
REACH
#AptWeb
🤓 LEARN

“Ooh, I need to check
that place out.”

#AptWeb
Intent:
“See what others think of this place
Success looks like:
“Yay or nay?”
Next step:
Contact the property, or possibly
cross it off the shortlist
AR
ILS
ILS
APT
YELP
VID
#wtc2016

If you get them this far,
don’t lose them!
#AptWeb
👊 ACTION:

4.3%Mobile Opt-In Rate

3XMore leads from the
same amount of traffic!

#AptWeb
Use landing pages to reel prospects in

Social media?

Shopping on social
…looks like this.

…or like this.

Entire services
exist for this

Your new customer service hotline

#AptWeb
Live Video Tours
Photo courtesy JC Hart Communities @30lines // #wtc2016

• Photos/videos/VR need to be
amazing
• Build your neighborhood presence
• Focus on reputation
• Email nurturing
• Search/social remarketing
👊 LEARN | ACTION:

#AptWeb
🙌 LEASE

What’s the
right ask?

Apply Now
vs.
Schedule a Tour

This is why we get so many
phone calls into our offices!

Give a clear option that
matches the prospect’s
intent

Make it easy for
prospects
to take the next step

Schedule a Tour:
90% show rate

Test it
for yourself.

• Make the right ask
• Use marketing to complement
what leasing is already doing
• Keep it easy for people to do
business with you
👊 LEASE | ACTION:

The 4th L?

#AptWeb
😍 LOVE

Why reputation matters
Data source: Apartminty @30lines // #wtc2016

85% increase in traffic
196% increase in conversion rate
50 extra leads in one month
15 additional leases signed!
Why reputation matters
Data source: Apartminty @30lines // #wtc2016

Share the love
• Ask for reviews and feedback
• Identify advocates (surveys,
apps)
• Create more photo opps
• Encourage social sharing

• Get prospects into *your*
marketing
• Look > Learn > Lease > Love
• Match your CTAs to prospect
intent
• Be the best answer
👊 ACTION

Most of us aren’t built
to market this way.
INDUSTRY CHALLENGE:

30lines.com/wtc2016
👇 GET THE RESOURCES:

Let’s talk.
Mike Whaling // 30 Lines
30lines.com
614.859.5030

Marketing for the Moments That Matter Most for Apartment Shoppers

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