" When a company is willing to evolve with the development of technology , they will always stay ahead of the game ."
expansive network of persistent , real-time rendered 3D worlds and simulations .”
The metaverse refers to a hypothetical version of the internet that will support online 3D virtual environments . A current example of this is the online game called Second Life , as well as virtual reality headsets .
Essentially , metaverse is virtual avatars who can interact with their environment and other players . They can also make in-game merchandise purchases , such as clothing and accessories . From virtual tours through personal computing to attending conferences with a virtual avatar , the options for marketing in the metaverse are nearly endless for multifamily organizations . 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 2022 , it will become crucial to take advantage of sponsorships on social media and other platforms in order to maintain and grow your target audience .
Artificial Intelligence
Artificial Intelligence is complex and advanced , 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 longterm relationship with residents .
Metaverse Marketing
The metaverse , originally envisioned by venture capitalist Matthew Ball , is “ an
While this technology seems like a novel or hypothetical idea , virtual reality is not new . If you are not innovating and thinking ahead about how to market in the metaverse , you might already be behind the curve . Some events , like the Lil Nas X Concert utilized this concept when it took place in the virtual world of Roblox .
With Generations Z and Alpha coming of age for renting and making large purchases , metaverse events will likely become a necessity . This is just one example of how the metaverse will play a role in your multifamily marketing efforts .
Meet Your Residents Where They Are
These are the major digital marketing trends your company should be looking for in 2022 . 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 , AI , the metaverse , and live videos , you will be better positioned to reach your audience in a variety of ways .
Ashley Tyndall is the Chief Relationship Officer at Criterion . B Agency and Swiftly . www . aamdhq . org FEBRUARY 2022 TRENDS | 35