by threshold | Jul 10, 2023 | Digital Marketing, Marketing, Tech/Web, Thought Leadership
Abby Barnes
AI: ever heard of it?
As the digital marketing landscape continues to rapidly evolve, artificial intelligence (AI) is emerging as a critical tool for marketers. At Threshold, we’ve witnessed how AI is reshaping customer interactions and enabling marketers to make more informed marketing decisions.
To fully unlock the potential of AI and create personalized customer experiences, it’s crucial to understand its fundamentals, select the right AI technologies, and measure its impact. We’ve created a guide to equip you with the knowledge you need to really harness AI’s capabilities, enhance your marketing campaigns, and drive your team toward success.
Let’s get started, shall we?
what is AI?
AI simply refers to the ability of machines to perform tasks that traditionally require a human. In digital marketing, AI plays a critical role in helping businesses automate and optimize their marketing efforts to create more personalized experiences for their customers. Cool, right?
One use of AI in digital marketing is through the use of machine learning algorithms. These algorithms can process and analyze large datasets, including customer behavior and preferences. AI can help identify patterns and predict future behavior, allowing marketers to develop more strategic and personalized marketing campaigns.
But it doesn’t stop there. Another application of AI is through the use of chatbots on your websites. Many property management companies have already started adopting these bots as they can serve as valuable virtual assistants, capable of delivering instant support.
what are the benefits of AI in Digital Marketing?
We’re so glad you asked.
enhanced efficiency
AI helps with automating tedious tasks like data collection, analysis, and segmentation, freeing up valuable time for marketers to focus on strategic initiatives.
personalized experiences
Leveraging AI tools allow marketers to gain insights into customer needs and preferences, providing tailored campaigns that resonate with your target audience.
real-time optimization
AI-powered analytics provide real-time insights into customer behavior, enabling marketers to optimize campaigns quickly. By leveraging AI’s ability to analyze vast datasets, businesses can make data-driven decisions that enhance marketing strategies and deliver better results.
automation and scalability
AI automates various marketing tasks, including customer service, data analysis, and social media and email scheduling. This automation allows businesses to scale their marketing efforts efficiently as their customer base expands.
identifying the right AI technologies
Choosing the right AI technologies that align with your specific needs is crucial for successful implementation in marketing. A wide range of AI-driven tools, from customer service bots to data analysis platforms, are available. Like any technology, AI in marketing carries inherent risks that should be addressed. Privacy concerns may arise when collecting and analyzing customer data using AI-driven tools.
That’s some serious business.
It is crucial to ensure that data is collected and used securely and in compliance with regulations. Additionally, being aware of the potential for bias in AI algorithms and taking steps to ensure accuracy and fairness are paramount.
integrating AI into your marketing strategy
Once the appropriate AI technologies have been identified, integrating them into your marketing strategy is key. As digital marketers, we’re already using AI-driven initiatives in Google Ads campaigns. Responsive Search and Display Ads are the perfect example!
By providing multiple headlines, descriptions, and creative assets, Google’s AI will generate ad combinations and learn over time which combinations drive better results.
AI-driven tools enhance efficiency and campaign effectiveness, but it is crucial to track and evaluate results. By measuring campaign performance, you can identify areas where AI has the most significant impact and make informed adjustments. Plus, (last point, promise), considering factors such as cost and return on investment helps ensure you make informed decisions about implementing AI technologies.
to sum it up
The potential of AI in marketing is vast, and understanding how to harness its power is vital for marketers. This comprehensive guide gives you a quick overview of the fundamentals of AI in marketing, along with how you can see success in implementation.
By embracing the benefits and mitigating the risks associated with AI, you can unlock your marketing team’s potential and drive better results.
Tired of spending precious hours trying to decipher AI, ad trends, and where to put your spending? We don’t blame you. Luckily, we have a solve. At Threshold, we are well-versed in AI technology and can guide you through this transformative journey.
Contact us today to explore the revolutionary possibilities AI offers for your marketing initiatives.
before you go
For more tips and information about marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram and Facebook!
by threshold | Jun 24, 2023 | Creative, Digital Marketing, Marketing
Ava Page
In today’s market, if you don’t have a standout brand, you might as well be invisible – but never fear.
We’re diving into the essence of building an authentic brand that resonates with your audience, so that everyone who engages with your brand thinks, “Yep – I’ve gotta work with them“.
In a world dominated by fleeting trends and constant noise, authenticity is the key to standing out and forging lasting connections.
So, grab your favorite beverage, settle into a cozy spot, and let’s explore the wonderful journey of creating an authentic brand together.
embrace your identity.
Authenticity starts with self-discovery. Understanding who you are as a brand is fundamental to building an authentic identity.
Take a moment to reflect on your core values, mission, and unique qualities. Embrace what makes you special and weave it into the fabric of your brand.
By staying true to your essence, you’ll attract like-minded individuals who resonate with your purpose.
know your audience.
Building an authentic brand requires a deep understanding of your target audience. Take the time to listen and learn about their needs, desires, and pain points.
By developing empathy and connecting with your audience on a personal level, you’ll be better equipped to create meaningful experiences and solutions that genuinely resonate with them.
consistency is key.
Consistency breeds familiarity and trust. Ensure that your brand voice, visual identity, and messaging align across all touchpoints.
From your website to your social media platforms and customer interactions, strive for a cohesive brand experience.
This consistent approach will create a sense of reliability and authenticity, earning the trust of your audience over time.
keep it real.
Authentic brands are built on honesty and transparency. Be open about your values, processes, and even your shortcomings.
Authenticity thrives in an environment of trust, and being transparent about your brand’s journey creates a genuine connection with your audience.
When you make a mistake, acknowledge it, learn from it, and communicate your commitment to improvement.
engage and listen.
Authenticity goes hand in hand with active engagement. Encourage conversations with your audience through social media, blog comments, or even offline events.
Engaging with your customers and truly listening to their feedback shows that you value their opinions and are committed to serving their needs.
By actively involving your audience, you can refine your brand and create experiences that resonate deeply.
celebrate your community.
An authentic brand understands that success is a collaborative effort. Celebrate and shine a spotlight on your community of customers, fans, and advocates.
Share their stories, testimonials, and experiences to create a sense of belonging and foster genuine connections.
By placing your community at the heart of your brand, you create a bond that extends beyond transactional relationships.
to conclude.
Building an authentic brand is a journey that requires self-reflection, understanding your audience, and a commitment to transparency.
By embracing your true identity, consistently delivering on your promises, and actively engaging with your community, you can forge deep and meaningful connections that will differentiate your brand in today’s crowded marketplace.
Remember, authenticity is a superpower that can transform your brand into something extraordinary.
So, go forth, be authentic, and let your brand shine!
before you go.
At Threshold, we specialize in helping brands discover and unleash their own authentic voice. If you’re looking for some professional guidance on your brand’s journey, we’d be thrilled to assist you.
Get in touch with one of our marketing experts today to embark on an exciting adventure of creating an authentic brand that connects with your audience on a profound level. It’s kind of our thing.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the Content Marketing Specialist at Threshold.
This makes her responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in digital marketing strategies both internal and client-facing.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | Jun 15, 2023 | Creative, Digital Marketing, Marketing, Thought Leadership
Laura Robbins
Your brand story is the soul of everything you do. In a world of ever-increasing competition and constant bombardment of advertisements, your “why” as a company, brand, and business is just as important as the services you offer, the apartments you lease, and the products you sell. Connecting with your audience on a deeper level has become the key to successful marketing.
Your brand’s story holds the power to captivate, inspire, and foster a genuine connection with your target audience. Let’s explore several powerful ways to share your brand’s story and make an indelible impact on your customers, shall we?
craft a compelling brand narrative.
What’s your humble beginning? What are the core values, mission, and vision that drive your business? Crafting a story that highlights your brand’s journey, challenges overcome, and triumphs achieved will tap into the emotional response of your target audience. It conveys authenticity and can transform your brand from being a mere product or service provider to a source of inspiration and trust.
Stuck? Go back to the basics with a simple principle: why it all began.
showcase your people.
Humans are visual creatures. It’s human nature to feel more connected to a brand with a face. Leverage behind-the-scenes footage that resonates with your audience. Engaging visuals not only grab attention but also make your brand story more memorable and shareable.
leverage customer success stories.
Your customers are an invaluable asset when it comes to sharing your brand’s story. Encourage them to share their experiences, testimonials, and success stories. User-generated content adds an authentic touch to your marketing efforts, demonstrating real-world examples of how your brand has positively impacted people’s lives. Think about it, who wouldn’t be drawn to live in an apartment community that has so many real happy endings?
don’t forget: share your storytelling across all channels.
Your brand’s story should permeate all your marketing channels consistently. From your website and social media platforms to email campaigns and advertising, ensure that your narrative is integrated seamlessly. Develop a cohesive brand voice and tone that reflects your story, creating a unified experience for your audience across various touchpoints.
Why? Consistency helps reinforce your brand’s message and fosters brand recognition, making it easier for customers to connect with your story.
to sum it up.
Sharing your brand’s story is an integral part of effective marketing, allowing you to forge meaningful connections with your audience. Remember, your brand’s story is unique and deserves to be shared. At Threshold, we believe in storytelling’s power and are committed to helping businesses unlock their brand’s potential through compelling narratives. Watch as your marketing efforts become more impactful and resonate with your audience on a deeper level.
For more tips and information about marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, and Twitter!
by Alex Pullen | May 28, 2023 | Digital Marketing, General, Marketing
Ava Page
In the ever-evolving landscape of digital marketing, success hinges on making data-driven decisions. Monitoring and measuring your marketing efforts through Key Performance Indicators (KPIs) is crucial to understanding the effectiveness of your strategies and optimizing your campaigns.
By keeping a close eye on the right metrics, you can gain valuable insights and take proactive steps to achieve your marketing goals.
conversion rate.
Your conversion rate is a fundamental KPI that measures the percentage of website visitors who take the desired action, such as making a purchase, filling out a form, or making a phone call.
By tracking your conversion rate, you can gauge the effectiveness of your website’s design, user experience, and call-to-action elements, and marketing campaigns.
Analyzing your conversion points on your website and keeping track of where users fall off of your website can help you make data-driven decisions that can help you improve your website’s performance, increase sales, and ultimately enhance your overall marketing efforts.
return on investment (ROI).
ROI is a crucial KPI that assesses the profitability of your marketing campaigns. It measures the amount of revenue generated compared to the amount spent on marketing efforts. Tracking ROI allows you to determine which marketing channels and strategies are delivering the highest returns, enabling you to allocate your budget effectively.
Optimizing your marketing activities based on ROI allows you to maximize your profits and ensure long-term business success.
cost per acquisition (CPA).
Cost Per Acquisition (CPA) is a metric that calculates the average amount of money you spend to acquire a new customer. By tracking CPA, you can determine the efficiency of your marketing campaigns and evaluate the ROI for each customer acquired.
Monitoring this KPI allows you to identify areas where you can reduce costs, optimize your marketing channels, and increase profitability.
website traffic.
Monitoring your website traffic is vital to understanding the effectiveness of your marketing efforts and the popularity of your brand. Analyzing the number of visitors, their demographics, and their behavior on your website can provide valuable insights into the effectiveness of your marketing campaigns.
By leveraging this data, you can make data-driven decisions to optimize your content, enhance user experience, and attract more qualified traffic.
social media engagement.
With the growing influence of social media, tracking social media engagement metrics is crucial to assess your brand’s online presence and customer interaction. Metrics such as likes, shares, comments, and followers can help you measure the effectiveness of your social media strategies.
By analyzing engagement metrics, you can identify the type of content that resonates with your audience, refine your social media campaigns, and build stronger connections with your target market.
email marketing performance.
Email marketing remains a powerful tool for driving conversions and nurturing customer relationships. Tracking metrics like open rates, click-through rates (CTRs), and conversion rates for your email campaigns can provide insights into the effectiveness of your messaging and email strategy.
Using this data, you have the ability to enhance the performance of your email campaigns, improve customer engagement, and boost your overall marketing results.
to conclude.
By consistently tracking and analyzing these essential marketing KPIs, you can gain valuable insights into the effectiveness of your marketing strategies and make data-driven decisions to optimize your campaigns.
Understanding conversion rates, CPA, ROI, website traffic, social media engagement, and email marketing performance allows you to fine-tune your marketing efforts and drive meaningful results.
Remember, monitoring and adapting your KPIs based on changing trends and customer behavior is crucial for staying ahead in the competitive digital landscape. Start tracking these KPIs today to elevate your marketing game and achieve long-term success.
before you go.
Don’t forget, we’re experts when it comes to crafting marketing strategies that drive leasing results and building high-ranking SEO-friendly custom websites! Need help? Reach out to a CSM or any of our team members to get started on taking your marketing and SEO to the next level, see an increase in traffic, and watch the leads roll in.
For more tips and information about digital and real estate marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the content marketing specialist at Threshold and is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in digital marketing strategies both internal and client-facing. When she’s not busy creating content, you can usually find her in a coffee shop, picking out new plants, island-hopping, or spending time with her fur babies.
by threshold | May 15, 2023 | Design, Digital Marketing, Thought Leadership
Mai Mongelous
Why you should be focusing on Gen Z
As the largest generation in the United States, Gen Z comprises individuals born between 1997 and 2012.
This generation has grown up with technology and the internet always readily available, making them highly tech-savvy and deeply connected to social media. With an estimated purchasing power of over $143 billion in the US alone, Gen Z is a highly influential market segment that cannot be ignored by real estate businesses.
As such, it’s crucial for real estate businesses targeting Gen Z to consider the importance of an adaptable logo that resonates with this audience.
What is an adaptable logo?
An adaptable logo is a visual representation of a brand that can be easily adjusted to work across different mediums, formats, and applications without losing its core identity or essence. It is designed to maintain a consistent look and feel across various marketing materials such as print, digital and social media. An adaptable logo can be resized, repositioned, or modified to suit different contexts, but it retains the same essential design elements that make it instantly recognizable as the brand’s logo. The goal of an adaptable logo is to ensure that the brand’s messaging is cohesive and memorable across all channels, while also allowing for flexibility and versatility in different marketing contexts.
Why you should be creating adaptable logos
Real estate businesses targeting Gen Z need to consider the importance of an adaptable logo for several reasons.
Easily sharable
An adaptable logo is shareable. In today’s digital age, social media platforms are a crucial part of any marketing strategy, and Gen Z is known for their love of sharing content. An adaptable logo that looks great on various platforms can help attract attention and increase shares, ultimately driving engagement and awareness.
Branding
Cohesive branding is key. Gen Z is highly skeptical of businesses that lack authenticity or appear to be inauthentic. An adaptable logo that maintains the same look and feel across all marketing materials can help establish a consistent and authentic brand image that resonates. Since this generation values authenticity and creativity, a logo that reflects those values will be more likely to capture their attention and earn their trust in the long run.
Integration
Seamless integration matters. As a tech-savvy generation, Gen Z expects businesses to have a strong online presence.
An adaptable logo that can be easily integrated into a website, a phone app, social media profiles, and other digital marketing channels ensures that the brand’s messaging is consistent across all channels, making it easier for them to recognize and engage with the brand.
Trust and awareness
A recognizable logo builds trust. For Gen Z, trust is a key factor in making purchase decisions. A recognizable logo that appears across different mediums and formats helps build brand awareness and establishes that trust, leading to increased customer loyalty and retention.
Forward-thinking
“Future-proofing” is essential. As a forward-thinking generation, Gen Z expects businesses to be proactive in adapting to new technologies and mediums.
An adaptable logo that can easily be updated to remain relevant in the ever-changing marketing landscape demonstrates a business’s commitment to innovation and staying ahead of the curve. Since they tend to stay on top of trends, Gen Z is quick to spot dated marketing and graphics.
To conclude
An adaptable logo is very crucial for real estate businesses targeting Gen Z. By having a logo that is versatile, consistent, recognizable, and “future-proof”, real estate businesses can attract and retain the loyalty of Gen Z customers in a highly competitive market.
As a result, they can establish a strong and authentic brand image that resonates with this influential audience, leading to increased brand awareness, engagement, and customer loyalty.
Before you go
Don’t forget, we’re experts when it comes to crafting marketing strategies that drive leasing results and building high-ranking SEO-friendly custom websites! Need help? Reach out to a CSM or any of our team members to get started on taking your marketing and SEO to the next level, see an increase in traffic, and watch the leads roll in.
For more tips and information about digital and real estate marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, or LinkedIn!
About the author
Mai is something of a superstar here at Threshold. Working exclusively as our Senior Designer, there is nothing she can’t create flawlessly for our clients, and our own TH brand. At the end of the day, our creative THeam would not be the same without her leading the way both in her ability to bring dreams to life, and her strategy behind it all.
When she’s not on the clock, Mai loves keeping her creative juices flowing by acting as a maker in her hobbies. From refinishing furniture to creating her own art, her mind is always fueling itself with brilliance and taste. She only wishes she had more time in her days to continue doing more of what she loves.
by threshold | Jan 24, 2023 | Digital Marketing, General, Marketing
Ava Page
Rising averages in student housing occupancy
Year after year, fewer students are living at home and on campus during their college years, opting for off-campus student housing options instead. From pricing to safety to amenities, off-campus luxury student housing is becoming the new norm for many college students. Many student housing properties are seeing an uptick of 10-20% in leasing and pre-leasing compared to just last year.
Even if numbers this high happen to be a one-year anomaly, the fact is, student housing isn’t going anywhere. In fact, it’s only continuing to grow. Whether it be for safety reasons, amenity access, location convenience, pricing, or any number of factors to choose off-campus housing over dorm life, you don’t want to catch yourself falling behind on these marketing trends, or property management trends.
Manage growth expectations
As the demand grows for off-campus housing, so do the expectations for your property. As rent increases, so do the expectations of current and potential residents. See where we’re going with this?
2023 needs to be the year of self-reflection for your property; How can you enhance your amenities? What updates need to be made, both interior and exterior? What needs to be done to improve upon maintenance requests completion, satisfaction, and timeliness?
As you look toward reflection, rebranding, and renovation, your residents need to be at the forefront of your thought process, not only in what they’d like to see but what they’d like to receive. This is why image is just the first step when it comes to keeping up with the expectations of your off-campus housing property.
When looking to rebrand, or even just refresh your property, one of the most important—yet often forgotten—things to remember is to research your competitors. If you’re looking to be the property with the best value, best access, best amenities, etc., you need to be aware of what your competition is offering first, so you don’t join a long list of properties that offer the same talking points in today’s highly saturated markets.
Ensure quality services
Before you begin anything else, as you reflect on your property, you need to realistically understand your value, so you know what your most marketable assets are. When creating a marketing campaign, you must be able to ensure that ALL areas of your property are worth the value—not just the sparkling pool or hi-tech fitness center.
Analyze your maintenance reports, check on those areas that need repairing or updating, and make sure the parking is adequate for your current AND prospective residents—things like these are what is going to set you aside from a competitor with all of the same amenities or price points that you have to offer.
Quality will always rise over quantity when it comes to choosing a new home.
Effectively market rate increases
It’s no secret that rent payments have skyrocketed over the last few years following the rental boom that occurred during the height of COVID-19. While many rental payments are stabilizing toward what’s favorable in the market, people have really begun to see the potential that renting has to offer in different lifestyles—and that’s what you’re going to want your largest marketing point to be, moving forward.
Product type, quality, and proximity are going to be the key factors as you look toward not only improving your property to validate higher rental rates but being able to successfully apply marketing strategies to these higher rates as well. You need to be able to associate an experience with your property and its pricing, rather than just finishes.
Many new builds in off-campus housing have larger floor plan options with individual rent options, so a student looking to move in with friends has the same abilities as one looking to be assigned a roommate. Many properties say new supply leased up to 86% in 2022, which was up 6% YoY (year-over-year).
These numbers prove that as we move forward, there will continue to be a subset of students who will remain willing to pay the higher rates for higher quality, product type, and proximity ratings, as they know they will more than likely spend 2+ years living in these properties.
The success of AI leasing & marketing efforts
As we move into a time where AI has become more normalized than ever, it’s relevant to address whether or not it’s a useful tool in your leasing and marketing efforts, or if it should be left to handle other tasks.
We’ve all been there, dealing with an AI bot for support at a property, store, etc. where we only really want to get in touch with a real person once the bot has proven it can’t help us in the way we need. Is this really something that you want to be handling potential leases and prospective residents?
As Millennials and Gen Z take over the real estate market, both in home-buying and renting, we’re seeing a generation of buyers and renters that value authenticity, and don’t want to waste any time. Studies have shown that AI responses are often seen as stoic, cold, and generic if they’re able to warrant a relevant response at all.
When a client has a question that falls outside the lines of a templated response, they’re left to resubmit whatever information they’ve already inquired about, if they even choose to continue looking for answers at all. At this step, many prospective residents would bounce from the site where AI was being used, resulting in potentially lost leasing.
While AI can come in handy in any number of ways, leasing and marketing aren’t the places where you want to place so much reliance on something that doesn’t necessarily have all of the answers.
You want your residents—both current and prospective—to feel special, and get a sense of personalization from any support they need, and they’re not going to get that from AI.
Standing out in a saturated market
As we’ve discussed how common off-campus housing is becoming for college students, it also means that we’re dealing with a heavily saturated market. Here’s how to ensure you stand out from the competition, and don’t get lost in the shuffle:
Content consumption
Keep in the loop of knowing the content your demographic is consuming at high rates in order to stay ahead of your competitors. This can be done through hosting resident events that follow popular trends, as well as knowing what kind of content to create for your own marketing strategies. This shows you’re taking the time to really understand the needs and desires of your residents.
Create a consistent experience
Ensuring both your marketing and digital marketing efforts follow a cohesive pattern is a huge part of landing a sense of authenticity, and understanding of your brand image with current and prospective residents. Your messaging won’t get the attention it deserves if your marketing strategies seem to be coming from two different areas. (Psst, Threshold can help with that!)
Lifestyle enhancement
As we’ve spoken about how Millennials and Gen Z are taking over the real estate market, it’s important to recognize what areas of your marketing strategy need to change in order to best appeal to this changing audience. For this generation, there is so much more to emphasize than four walls and a roof over their head, and pricing points. Their lifestyle is their priority because they are coming into and establishing their adulthood.
This isn’t a generation that is going to sacrifice the things they want and feel they deserve to save a quick buck or choose the most convenient option—you need to let them know how you’re going to value and enhance their lifestyle, no matter what that may look like.
Before you go
Don’t forget, we’re experts when it comes to crafting marketing strategies that drive leasing results & building high-ranking SEO-friendly custom websites! Need help? Reach out to a CSM or any of our team members to get started on taking your marketing and SEO to the next level, see an increase in traffic, and watch the leads roll in.
For more tips and information about digital and real estate marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, and Twitter!
