Apartment Trends Magazine February 2018 | Page 34

MARKETING How to Develop Leads Through Email Marketing By Ashley Tyndall I n today’s complex digital landscape, email marketing is the most commonly used digital media marketing tactic. Currently, 3.3 billion people around the world have an email account, which is an astonishing number of potential leads, right at your fingertips. According to Blue Corona, 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week and a message is 5x more likely to be seen in email than via Facebook. Email marketing and automation is far from dead, and is a method that reaches the right people at the right time, and for a lower price than most conventional marketing methods. Since 58% of adults check their email first 32 | TRENDS • FEBRUARY 2018 thing in the morning, it’s imperative for your multifamily property to have an effective email marketing strategy. Email Marketing Basics Email marketing is a way for your property to gain awareness, advertise promotions, and lease apartments to your target residents. Email marketing is cost-effective, environmentally friendly, and a way for you to control who sees your message. You are able to stay connected to your potential and current residents while simultaneously promoting your property. 72% of people who open retail promotional emails are 18 years old or older, and most of them between 35 and 44. This age range often matches the prime targets of many apartment communities. Now that you have targeted your audience, use your homepage to capture interested users. Establish a list of potential renters and place a “Subscribe Now” button on your homepage. This allows the people that you may have missed on your list to still have a chance to become part of your community. The key to successful lead generation and nurturing is consistent messaging that is relevant and enhances your property as a trusted authority in the multifamily community. www.aamdhq.org