Over the years, we have built up the following interview template to talk to multifamily property managers about their property’s marketing: their objectives, what they have been tasked with re property marketing, and specifically what content marketing they may or may not be doing. Then, we use this information to craft highly effective Zero Vacancy Campaigns.
State of the property:
- Description of property its strengths and weaknesses
- Branding
- Position in the local market
- Planned renovations
- General resident profiles
Key metrics monitored:
- NOI and other business metrics
- Current Vacancies
- Occupancy rate
- Average days-to-lease
- Renter churn rates
- Average renter lifetime values
- Lead-to-tour conversions
- New leads and their sources
- Website, Landing page, and social media traffic and conversion rates
Content Marketing inventory:
- Print Assets
- General Brochure for Property
-Vacancy Brochure
- Postcards
Use of print assets: post-on-site and around in the community: Church, community and government spaces, supermarkets, local businesses, highway rest stops, bulletin boards
Web Footprint descriptions and consistency of use:
- Corporate property page
- Property specific page content:
- Social Media
- Google Business Directory (page and map)
- Presence on local directories, Facebook Marketplace, Craigslist, Kijiji
- Resources currently to produce content consistently
- Videos, graphics, text, Invite social interactions
Reporting requirements
This is the first in a series of posts that will provide proven strategies, tools, and best practices we have used successfully with our clients in the multifamily space.