by threshold | Aug 12, 2022 | Design, Digital Marketing, Marketing, Tech/Web, Thought Leadership
Anooj Francis
How does website development impact lead generation?
Did you know that in today’s digital age, over 90% of prospective renters and homeowners begin their search for a new home online? Miles before most people decide to contact a realtor, online searches are the most common way to discover available properties. How are these properties found so easily? Strong website design and development.
When building a real estate website, there are two significant aspects to consider: your customers and search engines. When prospective customers search for properties, you need a well-optimized website to show up on Google or other search engines. Though, you can’t just leave it at that; you also need a well-designed and user-friendly website so customers can find their desired future home quickly and efficiently.
Additionally, websites are able to do the work when humans are not. Unlike landlords, property managers, and real estate agents, websites don’t have office hours. A prospective renter or homeowner could visit your website at any time, of any day, of any week. Let’s not forget, websites allow you the chance to brand your company as well as your properties. First impressions can be tough, but when it comes to having a well-developed website, the first impression of your property will always be a positive one.
Don’t forget, your website is a way for you to not only showcase your real estate properties but also your organization. Include a section that can showcase all of your accomplishments, and show why you and your properties should be chosen over the competition. Any awards, client testimonials, and other ways to (tastefully) brag on your success is a great way to subtly set you aside from the crowd.
Why is optimized web design important during website development?
Nearly 80% of prospective renters will sign a lease without ever visiting the property. You read that right – without visiting the property. What makes them so sure about making such a commitment? Having all of the information they need right at their fingertips. High resolution photos, videos, and offering virtual tours are more often than not the deciding factors for prospective renters when it comes to committing to a lease. None of this could be done, however, without an optimized website design.
When we talk about optimized site design, we’re referring to the design process that is used during development which allows the site access to prime optimization for search engines such as Google and Bing. It also covers the on-page SEO best practices designers and developers must follow when building websites.
Think about it: how can you expect to generate leads online without a website strong enough to rank on the first page of the SERP (search engine results page)?
Any traffic to your website that is not the result of paid advertising is referred to as organic traffic. These are customers who landed on your site after performing a Google search based on its suggested results. Referencing an article from Smart Insights, the top ranked search result receives nearly 40% of all organic traffic clicks, followed by the second result at only 18.4% – less than half of what the first listed website receives. The third search result? Only 10% of clicks.
Ask yourself: when you’re conducting your own Google search, where do you start?
Because there are an astronomical amount of real estate websites out there to choose from, the challenge for many website owners and developers alike is finding a balance between user-friendly and SEO-friendly websites. Many organizations have independent teams for web development and digital marketing, which – while often formed with good intentions – can sometimes further complicate matters if not handled properly.
While the goal of the digital marketing team is to ensure the site has enough content for Google to rank it effectively for user search queries, the development team focuses on keeping the visual and user aspects of the site as simple as can be. Collaboration is only possible in companies that know the importance of digital marketing even before the site is designed. At companies like Threshold, the marketing team and the development team work hand in hand to give valid inputs to be considered at the time of creation.
How does Threshold Agency develop well-optimized websites?
If someone is searching for a specific floor plan in your area, how can you ensure that your listing will populate first in the Google search results? There are a few ways we can help with that. At Threshold, we know high-intent organic traffic is more valuable than any other traffic form, which is why we develop highly optimized websites to increase search engine rankings leading to more high-quality leads.
During the discovery phase, the marketing and creative teams ensure that we are creating websites that work well and are easy for visitors to navigate so they can find the information they’re looking for.
The designers will then take that information and design the website based on the ideas evolved from the discovery phase. Included in this second phase, a writer from our creative team will develop the website copy, which focuses on the target audience and a high-intent, high-quality organic keyword strategy.
Once completed with the second phase of development, the designers pass on their design to the developers. In this stage, the developers ensure everything the designers envisioned is working effectively with the site’s optimization so as not to cross the search engine boundaries.
To give you more of a focus, here are a few areas that our developers make sure to optimize during the early stages of development that impact the final rankings of a website in a search engine.
Website Speed
One of the most critical factors of Google page ranking is website speed, simply due to the fact that no one likes a website that takes an extended period of time to load. Anything past a couple of seconds and most users will bounce to a new site. To help decrease load time, our developers optimize the file sizes (images, videos, scripts), only use trusted plugins, and use an advanced caching system from the host site.
Mobile Responsive Design
Based on an article from CNBC, in the next three years, 3/4 of the world will use mobile devices to access the internet. A responsive website ensures your target audience has a seamless experience whether they are browsing your site from a computer or mobile device. This also helps to boost your search engine ranking, seeing as Google promotes mobile-friendly websites above those that are only desktop friendly. With 3/4 of the world moving to only using mobile devices, can you blame them?
As the website is created, run data scans and collect metrics through each phase of the development process. This allows for any changes to the website’s design or coding to remain monitored.
Sitemaps
Even though search engine bots are brilliant, it’s a good idea for us to point them in the right direction, and we do this through sitemaps. Sitemaps include all of the indexable web pages and links on a website. If we have a sitemap declared in the robots.txt, the search engine bots will first crawl through those pages. Simply said, if search engines are not finding your pages, this means means that organic traffic won’t find your pages. And as we said earlier, organic traffic is the most important traffic you want reaching your website.
Accessibility
While getting customers to the website is the main focus of an optimized site, many forget that the website needs to be accessible by everyone. At Threshold, we use Google Tools and User Way to ensure the website meets all the accessibility standards. This means your site is easily ready and accessible for people with physical and situational disabilities, as well as socioeconomic restrictions on bandwidth and website speed.
Indexable Content
Nowadays, in the web industry, we say content is king. Search engines use more AI technologies to crawl through the entire content of websites. If it can’t be crawled, it is not an SEO-friendly site. It means the likelihood of that page appearing in the search engine results is very low. At Threshold, creative writers write content for the targeted audience, and developers use the WordPress editor to apply the content where the content is in HTML and is easily indexable by search engines like Google.
The key to creating a well-optimized site is to bridge the gap between web development and search engine optimization. The collaboration between various teams from the start ensures that your website is fully optimized for SEO and usability. Providing value for customers is the key to impressing search engines. Where there is high-quality content, strong on-page SEO and excellent user experience, you will improve your presence on the internet and increase qualified leads.
In Conclusion
As the need for strong digital marketing in real estate increases seemingly by the day, so does the need for having a well-developed website. Today, real estate website optimization is so much more than metrics on a chart, it translates directly into potentially hundreds, if not thousands, of new leads.
So, ask yourself: are you confident in your real estate website?
by threshold | May 17, 2022 | Creative, Design, Marketing, Thought Leadership
Written by Mike Krankota, Art Director
We’ve all been there: You have this magnificent idea, but you can’t get it out of your head and onto paper. Or perhaps you have grand hopes for a goal but are having trouble plotting out the concrete path to get there. Whether your project is visual, conceptual, or written, we all struggle with this process from time to time.
For clients working with agency partners, this creative block often manifests itself through statements like, “I’m not sure what I want, but I’ll know it when I see it,” a strategy that often leads to extensive trial and error that introduces added frustration for all involved. On the agency side, it can manifest in the form of hours spent staring at a screen until the imposter syndrome fully takes over and every idea feels equally terrible. In other words, creative blocks are no fun for anyone and often contribute to outcomes no one is satisfied with. So how do we combat them and break on through to the other side?
As an Art Director with many years of experience, I’d love to walk you through my process for dealing with creative blocks on the path to better real estate marketing (using a bit of good humor along the way).
Write Your Way Out of the Problem
The best advice I have ever received in my career—and one I pass on to my team—is that sometimes the messaging should steer the design and not the other way around. If you’re feeling like the idea isn’t quite there, often a great copywriter can pull it out of the trash with a magnificent tagline or bite-sized messaging idea that gets things going. Don’t be afraid to reach out for written inspiration to help get the gears moving again on your project. In lieu of external copywriting help, creating a word cloud of simple bulleted list of the big ideas you want to convey can also be a great place to start. You can also reach out to Threshold for help with your creative process! Our writers specialize in writing their way out of the problem and helping inspire messaging-driven content.
Walk Away For a Minute
A wonderful mentor advised me once to sometimes go walk a dog. Take care of your plants. If you must, mess about on social media or something. Just take that little break. Keep the thing in the back of your mind, let the ideas happen organically, and just see what comes up. It can be easier said than done (there is a certain inertia to overcome before getting away from your desk), but brains are excellent at working through challenges in the background and sometimes that’s the best path forward.
Personally, I rely on my garden and dogs for help with this. I didn’t acquire these things specifically for this purpose but they certainly don’t hurt. For others on the creative team, it might be pestering a cat, taking the trash out to the dumpster, or doing a crossword. Whatever your strategy, walking away from the desk is a fantastic way to consider, find, and explore new ideas.
Flip It Upside Down
So you’re looking at a possible idea. Say it’s a name. A logo. A website. But something isn’t quite right. What if you flip it all the way over to find new ideas? What is the opposite? And when you consider it, does it resonate? Is there a place to find a new perspective from flipping the idea and seeing the other side of it? Why or why not?
Often, our internal creative discussions start with “what if…” and that is why we succeed. Asking that question always leads to big ideas.
Sleep On It
This tactic is like “Walk Away For A Minute” taken up a notch. It works best when you’re partway through your creative process or have reached the end of a certain stage and can’t decide how to proceed to the next. In these cases, sometimes, the answer is to just muse for a moment. Again, your brain is great at working through things in the background, so sleeping on it (literally or figuratively) can really help you wrap your mind around a complex project or elusive strategy.
For example, at Threshold, we always encourage clients to give immediate ‘gut reaction’ feedback but also to think about it for a few days and offer additional thoughts after they’ve had time to sit with it. Sometimes, the presentation is what draws you. Or a color. Or a feeling. But ultimately, you need to make sure this is the right call for you and your company/property/startup/etc. and giving it some time can sometimes be the best way to get there.
That said, make sure the time you take is intentional and structure. Give yourself a deadline and think about the questions you need to answer in order to proceed. If you wake up the next morning and still like everything you saw, consider why. What appealed? Why did it resonate? How can we turn this into something that sells?
At Threshold, we are experts in this process, so we try to guide feedback based on our levels of experience. It’s a fun process, especially when timelines allow the opportunity to involve multiple stakeholders in the creative process to ensure the end result is something everyone feels invested in.
Phone a Friend
Sometimes, a single creative can do this. Often, it’s a group effort. “Hey, I have this idea, any thoughts,” is all it takes. Creative teams are naturally collaborative. We are stronger than each individual part, and the sum of a true team is far greater than you can imagine.
This is a strategy we use constantly as an agency team, but it applies to client teams too. If you can’t come to a consensus among those you collaborate with, it’s often wise to ask someone who understands the larger goals of the project. Their feedback, whether positive, negative, or neutral can help push past the half-baked concept and illuminate actionable steps toward a more perfect execution.
Threshold has a collaborative environment that demands that the best idea wins, regardless of who came up with it. At the same time, we pride ourselves on being a client partner who can work with everyone to make sure it’s a win all around. After all, if you can’t successfully champion the ‘why’ behind a particular strategy, there’s likely a better idea out there and working together is the best way to find it.
In Conclusion
Creative blocks and “I’ll know it when I see it” attitudes are a pain for both agency creatives and client-side stakeholders. But a holistic thought process and a willingness to collaborate can turn something that seems impossible into some of the biggest wins of your real estate marketing plan.
by threshold | May 10, 2022 | Creative, Design, Digital Marketing, Marketing, Tech/Web
Setting a new start community up for success is among the most complex projects you can undertake as a real estate developer or property manager. From branding and positioning to floor plan creation and event planning, the sheer number of marketing projects necessary to attract new residents and turn great construction into a successful community can quickly become overwhelming. That complexity is multiplied when you take into account the various touch points you’ll need along the way to translate a central brand identity across every digital and print asset, from websites to brochures to signage.
That’s why new start developers and asset managers often turn to full-service marketing agencies to help them navigate all the moving parts. A full-service agency is a marketing partner that covers the full array of digital, print, and strategic services that feed into a successful marketing plan for you property. Because new start developments are working from scratch to stand out among the competition and reach an untapped audience, working with a full-service partner is key. Spreading your marketing needs across multiple partners and vendors can compromise your strategic vision and dilute your brand identity, leading to less effective real estate marketing.
So what services should you look for in a real estate marketing partner? For new starts, here are the key services your marketing partner should be able to cover.
Research & Discovery
Any good real estate marketing plan begins with research and discovery. Skipping this step can be tempting if you are already familiar with your market (especially if you live locally yourself), but that’s never a good idea. Every new start enters a unique market defined by its precise location, existing competition, and ever-changing audience demographics and interests. That’s why we always recommend working with a marketing partner that will do their own research and discovery before launching into the branding process.
Although savvy developers usually conduct their own internal market research in order to design communities that will meet market demand, a marketing partner will cover additional nuances that help you activate a specific target audience and ensure your vision comes through loud and clear. While a developer might pay attention to rental rates, amenities, floor plan availability, and housing density in the area, a marketing partner might pay extra attention to competing brands, audience demographics, local history and culture, and other details that complete the picture of how your community can connect with new residents.
Naming & Branding
Without a cohesive naming and branding strategy, all marketing collateral suffers. You need a brand identity that is unique and recognizable so that potential renters have something to latch onto when comparing you to a sea of competitors. After all, details like amenities and floor plans matter when selecting a home, but what matters even more is how you tell the story of those advantages so that your audience takes the time to engage and learn more.
Telling this story begins with a suite of branding decisions that can be consistently applied across all collateral in order to amplify brand recognition and brand loyalty. That means naming, logo design, colors and patterns, typography, voice guidelines, and lifestyle imagery guidelines should all be established with your marketing partner, then codified into a comprehensive brand guidelines document so that future collateral builds upon the central brand identity.
Web Design & Development
In many cases, a landing page or full website is the first place your brand will come to life and get the chance to connect with your audience. Working with the same marketing partner on web design and development that you worked with for research, naming, and branding helps ensure that this crucial milestone fully realizes the brand identity you worked so hard to create. Few things can compromise an otherwise solid marketing plan more easily than a poorly executed website that is out of step with your larger marketing strategy.
Along the way, it’s also essential that your web designers and developers understand UX and SEO best practices so that your website isn’t just pretty and on-brand, but also pleasurable to use and easy to find so that your audience of potential renters can actually connect and take action. Make sure your marketing partner is well-versed in UX and SEO so that your websites and landing pages continue to pull their weight long after they’ve been launched. In fact, we recommend working with a real estate marketing partner that offers long-term hosting, management, optimizations, and periodic design refreshes on your site so that as trends change, you can stay ahead of the curve.
Print & Digital Asset Creation
In addition to website design and development, there is a wide array of digital and print assets that contribute to your brand efficacy and help your audience make their housing decision. Included in this category are assets like floor plans and site plans, virtual tours, photography and videography, brochures, flyers, business cards, and letterhead. Each of these separate touch points is a chance to amplify your brand identity and engage your audience. If executed poorly, they can have the opposite effect—diluting your brand identity and failing to connect with potential renters.
Once again, consistency is key when it comes to asset creation. Every asset should be an extension of your larger branding and marketing strategy in order to maximize ROI. Details like these can often go unnoticed unless they clash with your brand or otherwise fail to meet expectations, so they can sometimes become an afterthought for developers and property managers. A great marketing partner knows how important it is to get these details right so that everything fits seamlessly together.
Environmental Graphics
The real estate marketing funnel is increasingly digital, but environmental graphics still play a key roll in raising awareness, driving foot traffic, and creating great tour experiences. From construction banners and billboard graphics to temporary lease space design decked out with floor plan graphics, rendering graphics, and targeted messaging that speaks to your unique differentiators, your marketing partner should be able to help with it all. Meanwhile, permanent signage should also be carefully crafted to amplify your brand identity so that you’re never at risk of blending in among your local competitors.
Digital Marketing
As you work hard to complete your new development project, your digital marketing should be working just as hard to raise brand awareness, generate leads, and nurture those leads so that your efforts pay off with a swift lease-up. When it comes to digital marketing, you’ll benefit from having the same partner involved in your ad campaigns and email tactics that was present for the research & discovery, branding, and design projects along the way. This digital marketing partner is then better equipped to target your unique audience with the right message at the right time in the right place.
Promo & Swag
As you prepare for open houses, housing fairs, grand opening events, and move-ins, branded promotional items can go a long way in keeping your new community top of mind with prospects and delivering a great move-in experience that turns residents into brand advocates. Welcome kits, giveaway items, and event promo should be more than an afterthought; the right item outfitted with a unique design can be the difference between a memorable brand experience and a throwaway object that people quickly forget about.
If you’re still looking for a new start marketing partner who covers all these bases from discovery to promo, we’d love to chat! Threshold covers all this and more in order to deliver cohesive marketing strategies that build on one another to accelerate lease-ups and drive high ROI. Keep us in mind for your next new start project or use our chatbot, Trent, to schedule a no-strings consultation to learn more about what we do.
by threshold | Mar 15, 2022 | Creative, Design, General, Marketing, Thought Leadership
As a real estate marketing agency based in Austin, we know how fun it can be to work with new developments in Austin. We know the Austin vibe. We know the districts and street names and how an Austinite would talk about them. We know what kinds of apartments and amenities and common in the market because we’ve searched for apartments in Austin ourselves. We have insider knowledge and insider passion about the Austin market. It can streamline the discovery process and inspire us to do excellent work in collaboration with our clients.
But do you want to hear a secret? Sometimes a local marketing agency isn’t the best pick. In fact, you can typically get the same quality of work—if not sometimes better—from a marketing agency partner outside the local market.
There are multiple reasons for this and they all come back to trade-offs. Yes, when you hire a local marketing agency, you’re likely getting certain advantages due to first-hand knowledge of the area. However, you’re also likely to suffer a variety of disadvantages affecting everything from pricing to the quality of work and the speed of your lease-up.
Wondering if a local marketing agency is right for your new development project? Let’s discuss some of the reasons why a local real estate marketing agency may not be your best pick. Along the way, you’ll also get crucial insights into what you should look for in a marketing partner when choosing between local and remote options.
Market Research Trumps Local Know-How
First-hand knowledge is an asset, there’s no denying it. But thorough market research is ultimately more important when it comes to making strategic marketing decisions. Local marketing agencies sometimes cut out the market research and discovery step entirely, believing they already know all they need to know to succeed in the market. Nine times out of ten, this is a huge mistake.
Market research and discovery is indispensable because it remains objective. When we have first-hand experience of something, we often feel we have the full picture, but really the picture is only as complete as our limited subjective view can make it. As a real estate marketing agency in Austin, we have many Austinites on our team, but not one of them has the complete picture of Austin demographics, rent rates, competitors, brand trends, local history, or current events without looking some things up. That’s why market research is so important. All these factors influence the success of new housing developments in Austin, especially due to the highly competitive nature of the housing market.
If you are considering a local real estate marketing partner, be sure to ask about their market research and discovery process first. Their answer could illuminate just how objective their process is and how deep they’ll dig to find the inspiration for out-of-the-box marketing strategies that will help you stand out from the crowd. Speaking of standing out…
Fresh Perspectives Create Innovative Outcomes
If marketers aren’t careful, we can easily rehash the same ideas time and time again. It’s only natural when we work on many projects that have similar goals and similar audiences. Out-of-the-box thinking doesn’t come naturally; it takes commitment and collaboration to pursue truly innovative ideas that stand out from the market.
The risk of in-the-box thinking is that much higher when working in a market that you are intimately familiar with. While you may have an advantage when it comes to ideas that resonate with your local market, you also have blinders on due to the natural inclination to focus on what’s familiar. It’s called confirmation bias; our brains tend to gravitate toward what coheres with our existing beliefs and experiences and ignore what doesn’t fit. This bias can be that much harder to overcome when we are so immersed in the familiarity of our own local market.
On the flipside, an outside perspective can provide a more reliable and efficient route to innovative ideas. From your brand’s look and feel to print marketing strategies to how you build your website, a non-local marketing partner may have the broader perspective and variety of experience that helps push you and your team out of your comfort zone and into marketing strategies that stand out from the crowd to drive buzz, loyalty, and leases.
If you’re considering working with a local agency, be sure to ask for examples of past work. This will help you assess how much range they have and their capacity for innovation within your local market. If their work samples all have a similar look and feel, that should be a red flag. It may also help to ask specifically about the most innovative project they have worked on so you can immediately get a sense of their potential for out-of-the-box ideas.
Local Agencies Have Fewer Resources
Because local marketing agencies tend to be smaller boutique agencies, they may or may not have the same resources that you’d find at an agency serving multiple markets. This is true in some areas more than others. For example, a local agency may have contacts with all the local printing vendors, but fewer digital marketing resources like a CTV marketing platform or a Google Premier Partnership.
Even when a local agency has plenty of local contacts to leverage for all your new development’s real estate marketing needs, you may not be getting the biggest bang for your buck. This is simply because local vendors tend to have local networks with fewer options overall, meaning they are less equipped to shop around and ensure a low rate in order to pass the savings along to you. An agency that serves markets across the country (or even across the globe) is likely to have a broader network of options as well as time-saving and cost-saving resources that allow them to promise more affordable rates. For example, at Threshold we have an established network of print vendors, audience databases, digital marketing partners, and more that we leverage to provide seamless outcomes for our clients while keeping costs low.
If you are considering working with a local real estate marketing agency, be sure to ask about not just their pricing but also their network of vendors for print and environmental graphics, digital marketing campaigns, videography and photography, video editing, and anything else your new development may need to establish great brand awareness and an accelerated lease-up.
by threshold | Feb 8, 2022 | Creative, Design, Marketing
In the age of digital-first marketing, traditional marketing strategies sometimes become an afterthought for real estate brands. But even if a prospect’s connection with your brand begins in the digital realm, the physical realm is where it reaches its fullest form, and savvy real estate marketers are always looking for ways to bridge that gap.
Branded promotional items are one great way to connect with prospects and residents beyond the digital sphere. Whether it’s branded apparel displaying your community logo or a handy multitool featuring your community tagline, branded swag helps you make a lasting impression that residents and prospects can literally take with them as they consider where to live or whether to renew their lease.
But not all swag is created equal. In fact, most of us in our time have received some branded trinket or other gift that we found completely useless and immediately threw in the trash. How do you ensure your marketing dollars are well spent on promo that makes an impact rather than being wasted on empty gestures that go unappreciated? The following tips can help you use swag to maximum effect, earning more attention, loyalty, leases, and renewals.
Surprise & Delight With Unique Branded Items
Everyone offers T-shirts, mugs, and magnets, so try standing out from the competition with something uniquely tailored to your community. While these standbys are popular for their universal appeal and cost-effective pricing, sometimes you’ll make a bigger impact by offering something unexpected.
Consider including something that your audience will use often, whether at your community or in the surrounding neighborhood. For example, if your community is located somewhere hot, consider branded sunglasses or even sunshades for their car windshield. Or if you’re located near great golf courses, consider a branded cap clip and ball marker combo. If your community features a lot of pet-friendly amenities, a branded pet bandana or chew toy could be the perfect touch. Think about what your key differentiators are and what your audience is likely to actually use and appreciate.
Go All Out on a Giveaway Prize
There are lots of ways to run a giveaway that encourages new leases, renewals, referrals, or social engagement from residents and prospects. Branded giveaways give you the opportunity to splurge on swag that is truly special without spending all your marketing dollars trying to include everyone.
Branded messenger bags, coolers and camping gear, travel bags and tags, laptop sleeves, portable chargers, bluetooth headphones, and other items on the pricier side can become great swag for a lucky giveaway winner.
Plus, giveaways are great opportunities for social media content. Remind prospects and/or residents about giveaway deadlines and generate buzz by posting about it on your social media accounts, then showcase your winner by posing for a picture with them when they pick up their prize (with their permission, of course). You might even choose to incorporate social engagement into the giveaway rules, requiring people to share, tag, follow, or comment in order to be entered for a chance to win.
Turn New Residents Into Brand Advocates With Welcome Packages
A welcome kit with branded swag is the perfect way to wow new residents and make them feel at home in their new apartment. Marketing shouldn’t end when the lease is signed, after all. Delivering an excellent move-in experience helps turn new residents into natural brand advocates, leading them to share their experience with others in person and online. That means you get word-of-mouth marketing, a great online reputation, and maybe even direct referrals that contribute to higher occupancy rates. Of course, happy residents are more likely to renew their lease as well, and retaining residents is far more cost-effective than what you’ll spend on getting new leads in the door.
A little thoughtfulness can go a long way when putting together your welcome package. Consider what someone would enjoy receiving as a housewarming gift. It could be magnets for the fridge, a nice set of coasters, or a mug. It could even include a customized 12-month calendar featuring photos from the community (and the resident’s move-in date marked on it, for bonus points, plus any upcoming community events you may have planned). Including something for their pet too, if they’re moving in with one, can sometimes be the most heartwarming option of all! Pet toys, bandanas, bag dispensers, brushes, and food and water bowls can all be customized with your branding and included in your welcome kit.
Support a Worthy Cause Your Residents Care About
Branded swag can provide unique ways to showcase what’s important to your brand and demonstrate to prospects that you share their values. For example, a branded compost bin or plantable postcards with wildflower seeds can demonstrate your support for sustainability goals like reducing waste and supporting local bee populations. Branded reusable shopping bags and reusable straws (made of metal or bamboo) are also good options.
Start by doing some research on the causes that are important to your target audience, be it sustainability, supporting local artists, animal rights, education, or other causes. Some causes are more challenging than others to show your support for through branded swag, but this can also become useful inspiration for future resident events and partnerships with local organizations.
Boost Brand Awareness With Swag for Employees
Residents and prospects are typically the first priority when it comes to swag, but don’t forget that employees can be your best brand advocates! Giving your employees branded apparel can be a great way to boost brand awareness in your community, especially when worn at events like housing fairs, grand openings, or bring-a-friend resident events.
Plus, the more you reward your management and maintenance staff, the better your resident experience will typically become. That’s because employees who feel appreciated are more passionate about the communities they serve and better equipped to create positive resident experiences that lead to great online reviews and referrals. Plus, their interactions with prospects will be marked by genuine enthusiasm that becomes infectious, leading more prospects to begin an application.
by threshold | Jan 25, 2022 | Creative, Design, General, Marketing, Thought Leadership
Written by Kathy Jones, Agency Operations Manager
With an ever changing real estate industry, developing a real estate marketing plan informed by strategic thinking is absolutely essential to be able to stand out from your competitors. When it comes to your print marketing strategy, you may feel that your number one goal is to create the perfect flyer or brochure that your team can distribute in high traffic areas. However, what happens next when the prospect receives and reads the flyer is oftentimes an afterthought. In reality, it takes careful consideration of the full leasing/sales journey to create print assets that really make an impact on your prospects.
While COVID-19 brought a large decrease in the number of prospects touring leasing offices and sales centers in person, that number is quickly on the rise again and so is print marketing. Since the real estate industry is quickly changing, your strategic plan should also be changing. Your vision will likely remain the same but your goals should be frequently reviewed. For most clients to the real estate industry, the enduring vision is to impact your bottom line (e.g. improving occupancy rates or increasing revenue), but you can’t get there unless you set more specific, granular goals along the way. For example, one goal might be to increase the number of leases or sales contracts that are signed each month. In order for you to achieve that goal, you need to build a hand-crafted strategy that will push prospects into your leasing office or sales center to close the deal.
Every community is different. One might have a great location where others might have strong brand awareness in their market. If your community is located in a great location, guerilla marketing can be a great supplement to your existing digital marketing. But what happens once your prospect receives your flyer? The prospect will likely view your website and head into your leasing office or sales center for a tour.
Furthermore, your strategic plan shouldn’t end once the prospect walks through the door. A well thought out tour is your next step. In what order should property information be presented to your prospect? In most cases, this is the order of operations that yields the best results:
- Property overview
- Apartment amenities
- Community amenities
- Property location
- Floor plan types
This gives prospects the ability to get to know your property and hopefully be wowed by amenities so they’re already picturing themselves living in your community and exploring the local neighborhood by the time you get down to the specifics of floor plan options. This makes many prospects eager to lock down a specific floor plan as you broach this subject with them during your tour.
Leasing offices and sales centers are likely your last chance to wow your prospect and can make or break your prospect’s likelihood of signing a lease. You may have a well thought out strategy to get them in the office and a tour strategy that piques their interest, but what is really going to make you stand out from the crowd? Creating an experience that will resonate is key, so environmental graphics within your leasing/sales center are important factors in sealing the deal. Living green walls, Instagram walls with neon signs, or custom corkboards where you can add photos of prospects signing are all unique ways to achieve that wow factor. If you stay on top of trends, you won’t be surprised. In fact, you’ll be far ahead of others because you’ll have had years to strategize and adapt, so that when disruption hits, you not only have a plan, but are already implementing it.
