6-Step Apartment Marketing Formula to Land More Rentals

With the many living choices renters have available to them, it’s no wonder there are many landlords around the country struggling to keep their rental properties well occupied.

Are you one of those landlords struggling to achieve high occupancy?  Having a difficult time finding and keeping good residents? 

If you are struggling to survive in the landlord rental game, then you’re not alone.  Too many landlords are making the same mistake over and over again.

Biggest Landlord Marketing Mistake

The biggest landlord marketing mistake that most landlords regularly make is “trying to be all things to all people.”

Did you know that 95% of all landlords are making this big mistake?  That’s right!

Most landlords are fully engaged in the common practice of “spray-n-pray” marketing.  Spray-n-pray marketing is all about slopping as much advertising and marketing out into the marketplace and seeing what sticks.

It’s trying to be all things to all people without any thought given to the most likely rental prospect.

Take a look at the advertisements in any rental publication.  What do you see?  You see 95% of all the advertisements in those publications fully engaged in the common practice of spray-n-pray marketing.

Most rental ads all look alike and tend to blend together.   How do you get a property to stand out from the crowd so that the rental prospect will see your ad?

The following 6-steps virtually guarantee success for any landlord struggling with occupancy problems.

6-Step Apartment Marketing Formula

This easy to use 6-step marketing formula will get your property to stand out from the crowd so that you get more qualified traffic leading to solid long term rentals.

This marketing formula will be targeted to your most likely rental prospects.  The three building blocks are Market, Message and Medium.  Create a target market, a compelling message aimed at that target market, and place that message in a medium where your target market will see it.

Step #1 - Identify your target market.

Every successful business has a target market.  After doing research about your property and market, find the most likely people that will live at your apartment building. 

Do research and find answers to your prospects’ likes, dislikes, and expectations.  Find similarities and commonalities among this group.

Step #2 – Identify housing problems your target market is dealing with.

Each target market experiences its frustrations and pains.  The secret to crafting a marketing message that will make your market sit up and listen is to identify their problems and the pain and suffering they feel as a result of that problem.

Step #3 – Show your target market that your property can solve their problems.

Now, identify all the benefits of your solution and how those benefits will improve the life of your prospects and take away all their pain and anguish.

Show how your property is the expert at solving your target market’s problems.  Tell them “what’s in it for them” and how they will benefit from living at your property.

Step #4 – Show the results others have gotten in the same situation.

It’s not enough to just tell people you have a solution; you have to prove to them that your solution works. 

Give them testimonials from current or former residents showing a positive living experience.

Step #5 – Create a compelling marketing message aimed at your target market.

Your marketing message should speak to your target market’s wants, needs and problems.  Speak your most likely prospects’ language.

It’s done by appealing to your prospects’ hot buttons and emotions that will trigger a response from your marketing message.

Step #6 – Place your marketing message where your target market will see it.

Locate the marketing medium where your target market hangs out and place your message so they will see it.

Now you have a simple 6-step landlord marketing formula that will help generate more rentals, and they will stay longer.

It starts with locating your target market; knowing the wants, needs, fears, and problems of your target market; crafting a message that speaks to those problems in a compelling and believable way, and ends with placing your message in a place where your target market will see it.

The result is a targeted marketing campaign that gets your property to stand out from the crowd so that you can increase your occupancy while spending less marketing money.