It used to be that, in order to be successful, multifamily developers had to target residents where they stood. Whether it was with a billboard or paper advertisements, developers could only advertise one way. But recent technological changes in the digital marketing world have affected how developers appeal to potential residents.
Currently, rising trends in digital marketing that relate to apartment communities and developers include mobile ad blockers, the Internet of Things (IoT), location stories, ephemeral content and crowdfunding. Companies can manage to stay ahead of the competition by embracing the following forms of digital marketing.
An ad blocker is a filtering software that modifies or completely removes advertisements from websites, web pages and mobile applications. According to HubSpot, 64% of people who use ad blockers do so because they find ads to be annoying or intrusive. This is bad news for publishers, brands, agencies and ad technology providers, costing them an estimated $35 billion in ad revenue by 2020.
Probably the easiest way for multifamily developers to get around ad blockers would be to pay for sponsored ads, but the cost can quickly add up. John Rampton, the founder of online invoicing company Due, suggests email marketing, memberships and in-app advertising as other ways to survive ad blockers. Email marketing and memberships are similar in that they both use the idea of subscribers to share high-quality content. If someone is subscribing to your content, they’re likely interested in your advertisements. In-app advertisements are also great because, at this time, ad-blockers cannot affect apps. Therefore, you can guarantee your advertising investment will be worth it.
Internet Of Things
These days it’s hard to go about your day-to-day life without relying on the internet. This is mostly thanks to the concept of the Internet of Things. The IoT is the connection of everyday objects to the internet and can include anything from computers to appliances like your thermostat.
Marketers have taken advantage of this concept by creating apps or using technology that engages the IoT. As a property manager, focusing on IoT technology when marketing your property is important for keeping competitive. For example, consider internet-enabled home features. By allowing your resident to connect their personal devices to their unit, they are able to control all technological aspects of the unit, such as lighting, fans, temperature and even door locks. With the easy use of the internet today, it is important to stay ahead of the game to appeal to future residents.
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