Winter Marketing Strategies

The Fall season is upon us!  ‘Tis the season when traffic tends to slow down. 

Over the next few weeks it will be important to ramp up marketing efforts to prepare for winter, kind of like how a bear prepares to hibernate.

Understand: the goal isn’t zero availability. This is just a push to get availability to a comfortable level.  Let’s enjoy the upcoming winter with strong and stable occupancy.

Here are some suggestions on how to push through these last few weeks relatively normal rental traffic. 

• Attract and Secure Applications By…..
  • Optimizing Craigslist ads
    • Ensure ad ‘headings’ are unique, eye catching, and detailed
    • Ensure photos are excellent quality and sell the unit you’re trying to advertise; be intentional in the ‘lead photo’ you select
    • Have a strong ‘intro’ paragraph:  Detailing succinct property information into a small paragraph.  Often “location” details fall here.
    • Ensure the body of the ad is detailed but not overwhelming
    • Make sure the “map” function is activated.  Many prospects often use this learn about your neighborhood
    • Advertising info must be accurate and well-written; please, careful grammar and spelling
    • Review your posted ad.  Is it what you intended?
    • Share your ads with your regional manager (and others!) and accept constructive feedback
  • Be fluid by posting multiple Craigslist ads throughout each day

• Distribute referral flyers (available on the eExchange) to residents, common areas, attached to packages/occupied maintenance requests, local surrounding businesses
• Get active in a referral network with other property managers
• Study surrounding market comparables regularly for pricing, amenity differences, promotions, etc.
• Double check ‘rent ready’ units.  Are your vacancies ‘dialed-in’ in terms of quality and cleanliness
  • Ensure paths of travel from the office to show-ready units are sharp!
• Be available!
  • If need be, forwarded your office phones to a sister property on days off so every lead can be captured and appointments set without delay

• Study your availability by floor plan
  • Understand the variance between the old rent and new rent goal.  Is the new rent goal reasonable?  Is it too aggressive?
  • Understand the ‘premium’ value differences between available floor plans (corner unit vs middle unit, upstairs vs downstairs, view vs no view, upgraded unit vs classic unit)
  • Acknowledge long standing vacant units and understand what barriers exist in securing an application
  • Do you have multiple, similar available units?  Would one in particular work as a good ‘loss-leader’?
• Close, close, close. Always ask for if your prospect would like to fill out an application on every tour.
  • Follow up with prospects until you receive a “hard” no. Diligent, friendly follow up after a tour can demonstrate a commit to their prospect.  And, it may swing a decision or two your way.

If anyone has any additional ideas or strategies that they would like to share please forward along!

You have our full support! Happy renting!