The Right Blend to Maximize Leads and Conversions in Multifamily Marketing

The convergence of leasing, living and marketing with data analytics is changing multifamily marketing. So much that digital marketing is on the verge of a new frontier where property managers and operators can dial into precisely what kind of message they want to send. These are no longer the days when communities wanting to be seen relied on prospective renters to pick up listing books that blanketed grocery store stands. “You could pick up a magazine, flip through the pages, dog-ear the pages and hope the map was right and drive to the property to see what you could find,” recalled RealPage, Inc. Senior Vice President of Business Development Brock MacLean in the recent webcast, “Get the Right Blend to Maximize Leads and Conversions“. “Over time, technology has driven trends and it’s much more of an online experience. Social media plays a dynamic role in searches today. It’s a very intercepted experience for prospects in their journey today.” Just as it has transformed the renter experience, technology has closed the gap on operating platforms designed to manage properties. Asset optimization platforms have scaled the new era of digital marketing with tools to drive prospects and leads and the renter experience. The result is the creation of a data analytics layer that is affording marketers to get very precise in how they generate business while getting the most out of their marketing dollars. Today, properties are getting the most of their marketing dollars by drilling to occupancy data within a specified market and targeting potential renters looking for a type of floor plan or amenity. It’s a combination of classic digital marketing and business intelligence. Getting to the precise marketing message through data Finding the right blend to maximize leads and conversions has always been a challenge for multifamily operators. A big problem has been that for every lead a property chases there are many ot...