Expert Blogs

You are most likely familiar with the acronym SEO, which, as you probably know, has long been defined as “Search Engine Optimization.” However, there’s a more recent movement that defines it as “Search Experience Optimization.” With this new outlook, the user is king. The mission of behemoth search engine Google is to deliver its users with an optimum search experience. In marketing apartments, it’s important to understand...

Google recently released a local algorithm update, which experts have been calling “Possum.” Why Possum? Because many business owners think their Google My Business listings are gone, when in fact, they are not. They have just been filtered—they’re playing possum.Possum was implemented to diversify local search results and prevent spam from ranking. Many are saying it’s the biggest update they’ve seen in the realm of SEO...

One way that marketers get to know who you are, where you live, and what you like is through geotargeting. This tactic allows them to deliver relevant content to users based on their geographic location. This can be done through IP addresses, device IDs, and GPS signals.Believe it or not, location-based technology is a brilliant innovation that creates a whole new realm of possibilities for marketers.I am sure you are familiar with those bothersome...

We have all heard the terms “big data” and “data visualization” being used more than ever. But what do these terms really mean, and what do we do with the data we gather?The issue with data has never been attaining it. Instead, the problem has always been attempting to make sense of the data you have and understanding how you can use it to your advantage. Data allows us to run our businesses, management companies, and properties more...

Something comes to mind when customers hear, see, or experience a company and its products/services. When you hear the words Nike, Coke, Apple, or Google, all exceptionally branded companies, an essence of that company comes to mind—that’s branding!“Branding refers to the elements that define the image, ethos, and tone of the company.” In other words, it is “a name, term, design, symbol, or any other feature that identifies a...

The demographic of renters is ever-changing, but, today, millennials, or Generation Y, make up the largest group of renters in the United States. With modern burdens such as large student loans and a stagnant job market, millennials do not seem to be rushing towards home ownership anytime soon.In fact, millennials are not only renting more often than buying, but they are also renting for much longer periods than previous generations. Therefore, your apartment...

You have a fantastic new website, and you are getting loads of qualified leads. Now, what do you do with all of them? Use the power of e-mail marketing to convert your leads into residents, of course! In other words, automate your follow-up process by creating a sequence of pre-written e-mails to be sent to prospective residents when they make a request on your website. Here are a few ideas to help get you started.An Effective E-Mail Marketing Cycle The cycle...

Google’s ultimate goal is to deliver the best and most relevant results to its users. Its algorithms are updated daily to ensure they are providing high quality answers to search queries. Using geolocation technology, Google is able to deliver location-based results to its users. Now, when a user in your city is searching for apartments, it is vital to make sure you have implemented a comprehensive local SEO strategy for your apartment community with the...

Considering the costs of running an apartment community, it has never been more important to optimize your marketing budget. The oversaturation of billboard, television, and online ads make it seem like marketing is only for those with a never-ending budget. However, this couldn’t be further from the truth. There are many ways you can market your apartment community and its services without having to shell out the big bucks.Here are some marketing...

Modern psychology tells us that humans place a higher value on things they own versus what someone else would value the same item. The argument is that if it's your favorite coffee cup, rug or a 200 unit multifamily apartment building your valuation of your "stuff" will be higher than the value assigned by another person.Reported on MultifamilyBiz.com multifamily owner/manager Investcorp made a single investment of $220 million dollars...

Maybe you have heard of it and maybe you haven’t, but Facebook’s Audience Optimization is a tool that all property managers need to become familiar with to grow their online audience, increase engagement, and gain new leads.What is the Audience Optimization tool? Facebook’s blog describes it as “an organic targeting [method] to help publishers reach and engage their audiences on Facebook” in order to “better understand the...

It’s no secret that social media is a cluttered space filled with people and businesses attempting to find their audience and connect. Being able to find and reach your audience organically can sometimes feel like an uphill battle—and it is. There’s so much to compete with online, but do not fret! There is an effective way to burst through the clutter and reach your audience: social media advertising.The Birth of Algorithmic Feeds The ability...