LEASING
BRENT WILLIAMS | MULTIFAMILY INSIDERS
Is the Picture of Your Pool
Really Attracting Prospects?
I
happen to love apartment community pools,
and with newer properties, they often do a
great job at “wowing” any person who comes
to take a look. At least, that is what would
happen if their pool was the only one in that
market. But as we all know, many of our comps
have beautiful pools too! So if everybody has an
attractive pool, how does that change the impact
on the prospect?
The pool, as it turns out, has a direct link to our
online marketing. People are visual creatures, as
Instagram and Pinterest can attest, so the first thing
they will often look at is the picture of the community. So now we have a choice - what picture
do we use for our communities? Well, an extremely large percentage choose the picture of their
“sparkling pool”. This means that individually, a
community can look attractive showcasing one of
their most attractive elements, but when lumped
together with several other properties, you get the
effect seen on the right. They are all attractive pools,
and even though they are not exactly the same, they
haven’t differentiated themselves at all!
Considering ho ܁