Locked-Down Residents Churning Out Valuable Multifamily Marketing Material

As they use resident portals while locked down during the COVID crisis, renters are generating a trove of valuable multifamily marketing material. In a recent webcast, several multifamily experts shared stories of how resident engagement can be incorporated into marketing campaigns. The key, they have found, is for properties to integrate their social media and websites into their campaigns. Well-planned, creative resident engagement programs deliver multiple benefits. They build trust and satisfaction with residents. The energized residents connect and communicate within their communities and outside via social media. As a result, communities see better retention, an uptick in reviews, improved reputation, and greater conversion from prospects. Effective engagement tools are a must. The webcast experts discussed the benefits of using RealPage’s ActiveBuilding resident portal integrated with Modern Message communications tools. Modern Message delivers a resident engagement and loyalty platform called Community Rewards. The solution helps office staff motivate isolated residents to stay connected while participating in online contests, polls, reviews, and virtual events such as cooking classes and more. Participating residents earn reward points throughout the resident lifecycle that can be exchanged for instant reward cards at Amazon, Target, Best Buy, and other establishments. Creative, personal outreach drives engagement and content generation “When COVID-19 hit, activity in ActiveBuilding resident portal rocketed up,” says Jay Parsons, Deputy Chief Economist and Vice President of Asset Optimization at RealPage. “By late March, messaging activity had doubled year over year. Residents and property staff turned to technology to communicate—and engage—when they couldn't see each other in person.” Active properties achieved greater engagement with highly creative ideas executed on the Re...