Archive | Marketing

RSS feed for this section

It’s All Been Done Before! Vintage to Vogue Marketing Ideas

article-all-been-done

There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.” – Mark Twain

Have you ever had a flash of genius? The kind where you, out of nowhere, get the greatest leasing or marketing idea EVER?  You mull it over,  develop it out a bit, and then eagerly tell your manager… only to hear, “Yeah…that’s been done before.”

Continue Reading →

Marketing is Storytelling

article-marketing-storytelling

When was the last time you heard a really good story? I’m talking about one that absolutely captivated you, one that evoked genuine emotion, or one that made you really think or question something. Storytelling is an extricable part of almost every culture in the world, and, in most societies, verbal artistry is revered because entertainment is a high value experience, despite the intangible nature of it.

Continue Reading →

Howdy Jack! Curb Appeal for the Season

article-curb-appeal

While autumn brings beautiful colors to the foliage on our properties, it also ushers in some new opportunities to make a unique impression, particularly around Halloween! Pumpkins are prime this time of year, and they can make a festive addition to your already great curb appeal. Most properties will put out an iconic Jack-o-Lantern, but here are some ideas to take pumpkins beyond the usual your property this year:

Continue Reading →

Great Ideas Shared from R&R Readers!

article-great-ideas-shared

ideas-1We Just Popped In!
In the past year, we have increased our resident retention rate to a spectacular 70% and increased market rents by $76. Thanks to the Popcorn Giveaway, we increased our closing ratio by 10%. Touring apartment communities can be repetitive from the prospect’s perception. You must think of cute and catchy ways to stand out in the crowd so when your prospect gets home with 10 different brochures from various communities, they remember exactly which one you are. One way of doing this is giving out a cute and catchy gift. When you tour in our community, you will receive a bag of popcorn with my business card. The slogan is “Thank you for popping in.” Add a little ribbon and you have a cheap but memorable gift that once again can be used by the recipient.
-Stephanie Anderson, Harbor Village Apartments

Continue Reading →

All Cowbell, No Guitar

article-all-cowbell

There is a fantastic old Saturday Night Live skit that centers around the need for more cowbell in the Blue Oyster Cult song, Don’t Fear the Reaper. “Fellas,” says a brilliant Christopher Walken, “I’m tellin’ you, you’re gonna’ want that cowbell.”

It’s true folks. You’re gonna’ want that cowbell. Those little things that you do that make your community stand apart – chilled towels in the fitness center, package delivery, truly great resident events, an active and interactive Facebook page – they’re as signature to you as the overindulgent cowbell beat is to Don’t Fear the Reaper.

Continue Reading →

Pop Goes the Culture

articles-pop-goes-the-culture

Pop culture is a powerful ally in marketing, but all too often we try to tug on the most common cultural thread that we can grasp, only to find that our carefully woven marketing plans unravel when wrapped around the lowest common denominator of resident. While this type of broad shotgun approach has been shown to work, it is hardly what could be considered a targeted approach. Tightening in our marketing sights will help us achieve a higher rate of success – this isn’t a case of a good idea versus a bad idea, but rather a good idea versus a better idea!

Continue Reading →

Make Your Content Pin-Worthy

articles-pin-worthy

The most important thing to consider with Pinterest is how people use the site. It’s virtual window shopping, so anything you do on Pinterest needs to center around extremely strong visuals — the goal is to capture someone’s attention and draw them into your “storefront” (click through to your website).

Apartment companies can create their own Pinterest pages (business.pinterest.com), but they should also be thinking about how they can create their own “pin-worthy” visuals. What can you showcase on your website that looks so great that your visitors might want to pin it to one of their boards?

Continue Reading →

First Impressions are Everything

articles-first-impressions

There is an old adage in sales, “First impressions aren’t everything; they’re the only thing”. Many times this is true. Think about businesses that you love. If they had left you with a horrible first impression, would you still be their customer? However, those brands that were truly inspired to make every attempt to give you a great first impression were most likely the ones to keep your business.

We spend a lot of time as an industry working on first impressions. Developers try to strategize about the best spot to build, in order to create a great first impression on location. Communities are designed to provide a specific look to engage people upon first sight. We spend thousands of dollars a year on curb appeal and landscaping. Our marketing teams create inviting advertising to impress apartment shoppers. Many of our staffs are given direction on how to look and what to say when prospects come through the door for the first time. We create model apartments to leave prospects with a vision of how their new home can look. All of these things are done to create the optimal first impression.

Continue Reading →

Balloon Banter – Is it Time to Let ‘Em Go?

article-balloon-banter

In case you couldn’t already tell by the increasing bills from your provider, our world is facing a shortage of a very common gas: Helium. Even though it’s the second most abundant element in the universe, it’s getting harder and hard to find here on Earth, and, according to Popular Mechanics*, by the year 2020, the federal reserve of helium that has crucial industrial applications for things like MRIs (it’s the only element we have that can keep the magnets cool enough at the right stability for the medical imaging technology to work) will be all but depleted.

Continue Reading →