Seattle. Denver. Houston. San Francisco. Atlanta. Boston. What do these cities have in common? In addition to being really great places to live, they’re also the most saturated and highly competitive rental markets in the nation. If you own or manage apartment communities in any of these cities, you know how hard it is to attract attention to your business.
Focus on Inbound Marketing to Attract the Right Leads
Unlike outbound marketing which forces you to fight other marketers for the attention of potential customers, inbound marketing focuses on creating positive experiences that strengthen and build trust in your brand. The result is more qualified traffic that helps fill your properties — and keep them full — faster.
Start with a Strong Foundation — SEO
The key to building any business is to start with a solid base. When it comes to marketing multifamily apartment communities in highly saturated regions, you need strong foundational and local SEO to stand out from the crowd.
Foundational SEO elements are just that, building blocks. They’re the first things your prospect sees when searching for your business. Title tags, meta descriptions, URL structure, domain authority, internal link structure, and website navigation each play an important role in getting your business found online. With the emergence of voice and “near me” searches however, that’s not enough to be competitive. You need to have a local focus.
Google My Business (GMB) is a great tool for managing information about your apartment community in one central location. Having a GMB listing allows you to maintain an accurate name, address, and phone number (NAP) on Google Maps and Search, which is essential for attracting leads to your website. It also lets you categorize your business so people searching for apartments in Downtown Houston are directed to your site first.
Create Custom Content
SEO and custom content — the two go together like peanut butter and jelly. Sure, you can have one without the other, but why would you? Content is one of the top two ranking factors on Google with the lowest SEO rating assigned to web pages with content that has been copied with minimal effort, time, expertise, or value added. So while it might seem more cost effective to duplicate content across your portfolio initially, it will end up diluting your performance and costing you big down the line.
To put it simply, if you want to show up on SERP and be seen by the right people, you need to create unique content that is useful and relevant to the interests of your target audience.
Want to cast a wider net? Invest in content marketing. A comprehensive content strategy that integrates blogging, social media, and engaging graphics shows potential residents that you are interested in developing a long-lasting relationship.
Use Psychographics to Strengthen Your Social Media Presence
A lot of marketers rely solely on demographic data to target potential residents, but what they should be doing is looking at psychographics, too. For those unfamiliar with psychographics, here’s a quick explainer: Demographics tell you who your buyer is, while psychographics give you insight into why they buy.
Where can you find psychographic information? Facebook’s Audience Insights is a great place to start. Not only can it help you target potential residents based on interests, lifestyle, attitudes, and values, it can also help you key in on specific groups of users based on their purchase activity. This is great for putting together a social media strategy that will help you show up in the moments that matter most.
Learn More About How G5 Can Help You Stand Out in Saturated Markets
Standing out in a saturated market is easier when you utilize the right strategy. Inbound marketing attracts higher quality leads at a lower cost. Learn more about how G5 can help you target potential residents by scheduling a demo today.