MARKETING
" Creating exceptional content for digital marketing requires detailed personas and an understanding of your buyer ' s journey . "
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CONSIDER YOUR GOALS & FOCUS YOUR CONTENT .
When writing content for your property , you might be eager to write about all the great luxuries your community can provide . Our suggestion ? Slow down . While this is certainly important information that deems some exposure , this should not be the focus of every piece of content you write . Instead , take careful consideration of your goals and buyer persona in order to create content that converts .
Apartment marketing has historically been viewed as a cost center rather than a business builder . The perception is that marketing is necessary , but also expendable . It ’ s often diminished to an apartment logo or a flowery brochure . When you need to tighten the belt … goodbye marketing !
However , what most people don ’ t realize is that multifamily marketing is what drives the industry and keeps it afloat when times are tough or when the economy shifts . Content marketing especially can be a significant differentiator for your property and help you edge out the competition when leveraged appropriately .
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LET YOUR RESIDENTS GUIDE YOUR CONTENT .
The creation of powerful content is where your personas and knowledge of your buyer ’ s journey come into play . People don ’ t drive around in search of a “ For Rent ” sign , or buy the latest newspaper for rentals in the area . Today , digital promotions are the most effective ways to reach your consumers . Personas will help you drive the right customers to your blog , webpage , social media , and offers . You don ’ t want to attract just anyone , you want to attract people who will be interested in what you have to offer . Using your personas will help you create custom content that will appeal to their personalities , demographics , and needs .
Here is where understanding the buyer ' s journey becomes useful . Knowing where your target residents are in their journey when they are coming to your site , and how to help them move along their journey is important . Rather than focusing on promoting your property , focus on your target residents ’ needs instead . Every interaction a persona has with your content should be tailored to the stage they reside in in the buyer ' s journey .
Let ’ s take a baby boomer , for example . He ’ s nearing retirement and sits down at his computer to search for “ Best retirement cities in the country with golf all year round .” If I ’ m a residential resort community that practices content marketing , I ’ ve already anticipated what my best prospects will be searching for . www . aamdhq . org JULY 2023 TRENDS | 23