The Power of Storytelling in Multifamily Marketing

Multifamily marketers don’t have to make effective brand impressions by repeating the name of the leasing property in rapid-fire succession like those annoying late-night commercials. You know, the kind that repeats the phone number five times in about two seconds.   While it does take some amount of repetition before someone remembers your brand (Rule 7 says seven times), a brand impression doesn’t have to be limited to one product or service or approach.   Brand impressions are those interactions through advertising mediums that entice consumers to engage. They can be as simple as the first impression like the outward appearance of a leasing agent to something more complex like defining and executing a flawless renter lifecycle.   The physical property, apartment website presentation, and social media status are typical first impressions. And sometimes that first impression – if it’s a bad one – can negate even the most creative apartment marketing campaign. Whatever the impression, it underscores brand reputation.   With the average attention span of consumers shrinking almost hourly these days, meaningful brand impressions are more important than ever.   The best imagery tells a story better than words Lifestyle imagery is a big seller. It’s a type of brand impression, like many, that appeals to our human senses.   The best imagery often tells a story far better than any amount of words. The world will never forget the “Afghan girl,” the young woman girl with the piercing green eyes that appeared on the cover of National Geographic in 1985. Her haunting stare expressed the turmoil of war and hard life and hardened her soft features.   Life didn’t seem as fast in 1985 as it does today when brand impressions must be convincing to stand out within the barrage of messages that reach consumers not just daily, but hourly. While the “Afghan girl&...