Throughout the past few months , I ’ ve been blogging about relevant topics , including a recent blog post that highlights cities across the country with the best golf courses and ideal weather . I ’ m not directly selling my property , but rather I ’ m educating on what ’ s out there . My blog answers the questions of my target audience , who may be searching for answers online . The idea is that through education , transparency , and thought leadership , I have an excellent platform through which to tell prospective customers about my property .
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ALWAYS CONSIDER THE BUYER ’ S JOURNEY .
Another factor in campaigns is considering the buyer ’ s journey . Always write content for each stage of the journey , rather than just focusing on sales . What if a potential buyer reaches your site before the purchasing point , and is still gathering information on his or her options ?
For people at this awareness stage of the buyer ’ s journey , sales-focused content can be an agitation and mask any content that serves up information relevant to their needs because the potential buyer feels like they ’ re being “ sold to ” rather than “ educated .”
For instance , you don ’ t want a “ Buy Now !” banner to be the first thing they see on your site , but rather accessible information about your property , its amenities , and the area surrounding the property . Content that takes both your personas and the buyer ’ s journey into consideration will be more relatable and effective .
GO AGAINST THE GRAIN TO DRIVE NEW LEADS
Ultimately , personas and the buyer ’ s journey lead to great content that drives new apartment leads to your property . The multifamily industry is competitive , making it crucial for your community ’ s content to go against the grain . Make an
MARKETING
effort to stand out among the clutter by creating content ; while many properties are taking to this method , it ’ s important to stay creative and provide unique , resident-specific content that highlights your community ’ s personality .
While it can be tempting to want to present the maximum information that speaks to your property and reflects the positive aspects of your community , the best methodology is to hold off . Content is the core of how we are perceived online , and creating content that converts is the key to continuing quality lead generation for your property . By following a persona-driven content strategy those leads can become a reality .
Ashley Tyndall is the Chief Relationship Officer at Criterion . B .
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