The idea of virtual reality was introduced to consumers through smart technology that can be brought into their home . Both of these advancements make marketing efforts more impactful , and allow the consumer to interact with your brand in exciting ways they have not been able to before .
In the multifamily industry , AR and VR can be used to display property renderings and allow customers to interact with them before construction begins . You can create a virtual tour for people who may not live close-by or are simply browsing options , allowing them to explore floor plans and amenities without the travel . The opportunities with AR and VR are endless , allowing for creative digital marketing campaigns and features that appeal to target residents .
NATIVE ADVERTISING
Native advertising , while considered an older method , is proving to be useful once again with the rise in technology . With the use of ad blockers and the avoidance of everyday ads , apartment marketers are looking to native advertising . It blurs the lines between advertising and content , coming off as less promotional and more as a casual nod to the brand and how it can benefit consumers .
Some examples of native advertising include sponsored ads seen on Facebook and Instagram , or product placement . The native ad should be able to fit in with the host ’ s media if your company ' s logo is removed . This strategy builds your brand ' s credibility and trustworthiness because you ’ re not bombarding your target resident with promotional content . Instead , you ’ re leading them to your site organically and building that relationship . In 2021 , it will become crucial to take advantage of sponsorships on social media and other platforms in order to maintain and grow your target audience .
Digital marketing has changed the way companies must work in order to keep appealing to target residents .
ARTIFICIAL INTELLIGENCE ( AI )
Artificial Intelligence is complex and advance , making it similar to augmented reality and virtual reality . AI is redefining the customer experience , but is a concept that apartment marketers have to experiment with . Developers and properties that are willing to accept the challenge of adopting AI will see great payoffs in the future . AI can be applied in many ways , but has been used to build websites , segment customers , and in the automation of big data .
While this is an expensive and timeconsuming addition to your company , it has the ability to improve your apartment marketing efforts and results greatly . A strong AI strategy can lead to more cost effective campaigns , as AI can gather and process large amounts of data more quickly , allowing you to develop marketing material earlier on . More effective apartment marketing items will result in more leads , and eventually more customers . Your target audience will be able to relate with specific material , which will aid in building a long-term relationship with residents .
MEET YOUR RESIDENTS WHERE THEY ALREADY ARE
These are the major digital marketing trends your company should be looking for in 2021 . If you are able to adopt some , or all , of these forms of digital marketing , you can expect to see greater returns on your strategy . Multifamily development is back on the rise , and great customer service is one of the main factors residents look for in a community . By utilizing digital strategies such as chatbots , artificial intelligence , virtual and augmented reality , or live videos , you will be better positioned to reach your audience in a variety of ways .
Ashley Tyndall is the Chief Relationship Officer at Swiftly , and frequent contributor to Apartment Trends Magazine
www . aamdhq . org FEBRUARY 2021 TRENDS | 37