Apartment Marketing Agency Talks 2020 Moving Trends

Apartment Marketing Agency Talks 2020 Moving Trends

When 2020’s pandemic hit, real estate brands all over the world started bracing for a shift. It wasn’t yet clear what the year would bring, but many were anticipating a challenging leasing season. It seemed that with the need to shelter in place would come fewer tours, fewer new leases, and more frugal prospects. On the other hand, the pandemic could also encourage more renewals as residents chose to put off moving into a new home for more stable times, or, more pessimistically, as hiring freezes contributed to less job mobility and residents were therefore less likely to move for work.

Indeed, COVID-19 has had a complex array of impacts on moving trends in 2020. But real estate professionals may actually be surprised at some of the trends that have emerged. Early research shows that the story is far from simple, especially when considering that behaviors have undergone different shifts for different markets. Let’s talk 2020 moving trends.

Likeliness of Moving

One study, called the America at Home Study, surveyed a representative group of 3,001 renters and homeowners aged 25-55+ making housing incomes of $50,000 or more per year. This group was asked to rate their likelihood to move from their current homes as a result of COVID.

Homeowners plans to move due to COVID

The segment of respondents who were 55 and over represented the majority of homeowners planning to move sooner than expected due to COVID-19.The same group also represented the majority of homeowners that had no change in moving plans, meaning that they still planned to move.

Meanwhile, respondents 35-44 were more likely to say they planned to stay in their current home longer as a result of COVID-19, while most respondents aged 45-54 were split between no change to their moving plans or a desire to stay at home longer.

Interestingly, respondents aged 25-34 were amongst the most likely to have changed their moving plans due to COVID, but like the group 55 and over, they were more likely to be planning to move sooner rather than being inclined to stay in their current home longer.

Likeliness of Homebuying

Perhaps even more interesting are the results from a question that asked renters to rate their likelihood of buying a home as a result of COVID.

Renter's Plans to Buy a Home due to COVID

Of the people polled, 50% of renters said that they have an increased desire to buy a home after living through the pandemic. Of those renters that said they were more inclined to buy, 25 to 34-year-olds represent the majority. But interestingly, 25 to 34-year-olds also represented a majority of renters that were less inclined to buy. This could simply be because this age group represents a majority of renters considering buying a home for the first time, as they are statistically most likely to be marrying, expanding their families, and growing in their career. In other words, this age group is likely to be in transition, so it’s unsurprising that they have plans to buy and that those plans are affected by the particular timing of COVID, even if they are split on the nature of that impact. Still, the relatively even split among this group between those more inclined to buy and less inclined to buy is interesting in its own right.

Meanwhile, a significant number of 35 to 44-year-olds were also interested in buying a home, but tended to be somewhat less inclined to buy due to COVID. Conversely, respondents in the age range of 45-54 were overall the least interested in buying a home, but if COVID influenced their likelihood at all, it tended to make them more inclined to buy, not less.

And interestingly, respondents 55 and up were the least likely to report being influenced one way or the other by COVID with respect to their plans to buy a home. A significant portion of this age group did have plans to buy a home. In fact, they were more likely to express interest than the group aged 45-54 and about as likely to express interest as the 35 to 44-year-olds.


While this study offers useful insights, it must be said that it does not offer a full picture. It does a good job of breaking down the data from respondents that fall into the categories it surveys (25-55+, homeowners/renters, minimum salary of $50k). However, it does not account for people 18-24 (which may include students and first-time renters) or people who earn a salary of less than $50k a year.

In other words, it excludes a lot of people from its scope, and these exclusions are likely to predominately apply to minority populations and disadvantaged groups like Blacks, Latinx folks, and people with disabilities. It’s also more likely to exclude people in lower-paying industries like retail and food service or people who may have lost their jobs and income due to COVID-19.


So with that grain of salt in mind, what have we learned from existing market research?

First and foremost, we’ve learned that people are still moving. Whether they were looking to rent or buy, folks across all age groups are not seeing COVID as an insurmountable barrier to moving. In fact, for some, it provides reasons to move sooner than they may have before. 

This isn’t necessarily surprising. After all, people will always need a place to live, and now more than ever, it’s important that they be satisfied with where they live. Among those who can still afford to move, moving may present an opportunity to find a space more suited to their needs, especially now that they’re likely spending more time at home.

Younger Millennials and older Boomers are the groups most likely to move right now, likely for opposite reasons. While Millennials may be looking to build families or find a home closer to their new job, Boomers may be looking to downsize or transition to active or assisted living environments.

Something we’re also seeing is that most rent is still being paid, in spite of COVID. One analysis showed that in June 2020, 94% of rent payments were collected. However, this data is collected through rent tracking software like Resman, Appfolio, etc, which means it only accounts for properties and property management companies using this kind of software to collect and report on rent collections. This likely excludes smaller property owners and Mom & Pop landlords and may in turn be more likely to exclude renters of minority racial or ethnic groups, folks making below a certain salary, and other groups.

Here at Threshold, our data confirms these trends. Across digital campaigns, impressions, clicks, and conversion results are strong and driving qualified traffic. Occupancy rates that were falling are now starting to climb again. Our clients are filling spaces where people have moved out, keeping occupancy rates strong by offering concessions and renewals with no increase in the rental rate. In other words, conditions are stable enough that properties are making it work.

Quick and Dirty SEO Tips for Apartment Marketing in 2021

Quick and Dirty SEO Tips for Apartment Marketing in 2021

Improving your visibility online has never been more important in the world of apartment marketing. According to research by HubSpot, 75% of people never scroll past the first page of search results. That’s probably not very surprising for you⁠—after all, how often do you find yourself scrolling even as far as the bottom of the first page? Real estate marketers today know that SEO is one of the most cost-effective marketing strategies because, when done right, it costs very little to implement, leading to low cost-per-conversion and increased traffic and leads.

So what can you do today to improve your apartment website SEO? If you’re not interested in hiring an SEO expert on our team, there’s still a lot you can do to execute your own SEO services to rank more highly on Google. Here are some quick and dirty tips that can help you get started and see results.

On-Page SEO for Apartment Marketing

On-page SEO is a collective term for the ways in which your website content—from page titles to headings to alt tags to meta descriptions to site maps and more—impacts your Google search rankings. There are lots of ways to impact your on-page SEO, and it all starts with a little research.

Use Keyword Planner

Use Google’s Keyword Planner to your advantage. This tool can help you do the keyword research that will be the first step to making informed SEO decisions. You want your site to use keywords in strategic ways so that Google will deem your website relevant when a user types out those same keywords in a Google search. But in order to select strategic keywords for your property, you need to know what people are searching for. That’s exactly what Keyword Planner tells you.

There are also popular tools like Semrush with similar functionality, but Google Keyword Planner has the advantage of being free to use, so it’s a great place to start.

screenshot of Google Keyword Planner

How To Use Keyword Planner for Apartment Marketing

When you’re using Keyword Planner, start by typing in the search terms people might use when looking for an apartment in your area⁠—your common sense is your best friend here. The tool will then return suggested keywords similar to what you entered, showing the search volume and competitiveness for the suggested keywords. You’ll want to target the least competitive keywords with the highest search volume. This is the quickest way to see more organic traffic. 

However, be mindful of user intent when you’re choosing the keywords to target. Just because a keyword offers what looks like a particularly juicy opportunity doesn’t mean that users will actually click on your website in search results. Your website also has to be genuinely relevant to what they’re looking for. For example, it might seem tempting to attempt to rank for “apartmentfinder” but users typing in this search term will typically be looking for the website ApartmentFinder, which is bound to claim the first spot in Google results. Once they’ve made their search, there’s extremely little chance of them going on to click on your website, even if it claims the second position in the search results.

Always Leverage Local Keywords for Apartment SEO

You may have heard that local searches are more important than ever, and this is particularly true for real estate marketing. After all, location is one of the most important factors in a prospect’s housing decision.

For this reason, you should always include hyper-local keywords in your SEO strategy. Keywords like “apartments in [city],” “[city] apartments,” “[district] apartments” or “apartments in [zip code]” are usually great places to start. Sometimes, a keyword that mentions a particular landmark, employer, or school district can also earn high search traffic.

While you’re at it, it’s also a great idea to put your property’s street address and contact info on the footer of every page of your website and make sure that your address and contact info is also on your property’s Google My Business page. This helps your website capture more local traffic by letting Google know exactly where you are.

When In Doubt, Learn From Competitors

You can also use Keyword Planner to see what keywords a competitor’s site is ranking for. If you’re like most apartment communities, you probably have a competitor just down the street with comparable amenities and solid SEO. While you might be frustrated knowing you’re losing business to them just because they show up higher in search results, they are also the perfect example to learn from. Put their website domain name into the Keyword Planner and see what comes up. Remember to go after the keywords with higher search volume but lower competitiveness scores⁠—this could help you beat out your competitors and see lots more organic traffic.

Google Keyword Planner competitor research

Place Keywords in High-Impact Areas of Your Site

Now that you know what keywords you want to target, it’s time to put them all over your site. But there are areas of your site that will offer higher impact than others, so before you go slapping keywords throughout your site, take a second to plan things out.

When Google indexes a site for search, it pays particularly close attention to page titles, headers, and alt text on images to determine what your page is about. When you can, incorporating keywords in these areas can have a higher impact on your ranking than putting them in the body copy. That’s not to say you shouldn’t put them in body copy too, just don’t neglect the sections of your site that offer the highest SEO impact.

Add a Blog to Your Apartment Website

Adding a blog to your apartment website is one of the easiest ways to expand your SEO opportunities. That’s because the more words and the more pages your website contains, the more space there is to incorporate those keywords. 

Including keywords in your page titles and headers is great, but these areas represent precious little real estate on your website. To provide more opportunities to enhance your SEO, you need more space to incorporate keywords. But nobody likes a cluttered homepage and absolutely no one wants to sift through a bunch of paragraph copy while they’re just looking for a list of amenities.

That’s why adding a blog is a great way to have your cake and eat it too. You can preserve the streamlined usability of your main site while still incorporating plenty of copy where you can drop in those keywords without seeming spammy. Try writing a post about the top restaurants near your apartments or the best ways to keep your in-unit laundry machines running smoothly. You’ll find it easy to drop local keywords into this kind of content, plus your residents and prospects can genuinely benefit from the information.

Posting fresh content to your blog consistently also makes Google’s algorithm happy and makes your site more likely to rank highly in search results. That’s because it prioritizes fresh content to ensure it’s providing up-to-date and hyper-relevant results for its users.

Add Video to your Apartment Website

Google’s algorithm likes websites with content that sees high engagement. That’s why it tends to favor websites that include video as part of their user experience.

Video offers the opportunity to communicate a lot in a short amount of time and users love that. A user is a lot more likely to watch a 1-minute video than to read through your paragraph about all your top amenities. Since Google’s mission is to connect users to content they’ll find valuable, it tries to deliver sites that offer great UX, and video is just part of that equation, but a powerful one.

Wondering how you can incorporate video on your website? A virtual tour is the perfect place to start. An impressive fly-over video that acts as the hero image for your homepage might also be a great option. 

Whatever video assets you implement on your site, always ensure that they have a full description and meta data included. This is necessary to tell Google what the video is so it can index it properly.

Improve Your Mobile Experience

Most apartment websites are built first for desktop, then optimized for mobile, which is a fine strategy. But with more than half of all internet traffic now coming from mobile devices, it’s essential that you don’t skip that second step. It’s bad UX, and Google will fault you for it.

Having a responsive site⁠—i.e. one that looks great on a variety of screen sizes, including mobile⁠—will not only make users happier (which leads to more conversions), it will also help you rank more highly in Google’s search results by showing Google that your site can provide a great experience. While ensuring your site design is optimized for mobile, it’s also important that you minimize load times for your site. A slow-loading website will result in high bounce rates—especially for mobile users—which hurts your SEO rankings.
student apartment mobile-friendly website

Off-Page SEO for Apartment Marketing

Off-page SEO refers to the ways in which content elsewhere on the internet (i.e. not on your site) can impact your website’s Google search rankings. While you have less control over these factors, there are still steps you can take to improve your off-page SEO.

Manage In-Bound Linking

In its effort to deliver relevant and up-to-date search results for its users, Google takes cues from other pages on the internet to determine how credible and how current your site is. Social media pages and reputation management sites are likely to comprise the majority of in-bound links to your site, so this is what Google will pay attention to.

To enhance your off-site SEO, ensure that all these pages list the correct URL for your site so that Google sees these in-bound links and deems your website that much more important. It’s also worth ensuring that these off-site pages are up-to-date with the same phone number, address, office hours, and other information listed on your website. This further demonstrates to Google that your site is credible and current.

Invest in an SEO Audit

If you’re doing all of the above already, or you’re overwhelmed and don’t know where to start, an SEO audit can help you identify what’s contributing to your SEO woes. There are lots of SEO experts out there who can help, and we’re one of them. Our SEO services range from a simple SEO audit to full-service SEO overhauls and SEO blog writing. If you’re interested, you can learn more by viewing our SEO product slick or chatting with a team member today.

How To Get Great Property Photos & Videos (and Why They Matter)

How To Get Great Property Photos & Videos (and Why They Matter)

Now more than ever, great property photos and videos are an essential piece of real estate marketing. With fewer prospects touring in person and renters looking to find all the information they need online, great photos on your property website and reputation management profiles can single-handedly make or break your property at the beginning of a prospect’s buyer journey. Not only that, but great photography is essential to building display ads that get users to click.

High-quality video has even higher potential to impact your marketing success. You probably know by now that video ads drive higher engagement and conversion rates than ads using still images. Landing pages with video are also known to increase conversions (by up to 80%) and get more organic traffic from Google. And a video tour on your website can bridge the conversion gap for potential residents even if they can’t visit in person.

So how do you create eye-catching photos and videos that do all this heavy lifting for your real estate marketing? With a few tips, it could be easier than you think.

How To Make Photos Work For You

When it comes to great photos, hiring the right photographer goes a long way (or you can have your agency partner do that for you). But whether you’re opting to hire a photographer or do it all in-house, there are a few things you can do to ensure you walk away with assets that bring your property website, Google My Business page, display ads, and social media profiles to life.

Capture All The Right Angles

Your prospects want to see as much of your community as possible and you want them to see your good side. Carefully curating your shot list will ensure you both get what you’re looking for.

First, think about what your key differentiators are and make shots that illustrate them your top priority. Do you have a state-of-the-art fitness center? Show it off! Is it your on-site staff that set you apart? A shot of the leasing office might be in order. Got a fantastic location? Bring attention to it with an exterior shot that shows your community as part of the neighborhood.

Regardless of what you’re most proud of, you should make sure prospects can find photos of as many amenities as possible, especially the apartment amenities. Folks want to know what their bathroom, kitchen, bedroom, and living room will look like at the very least.

Whether you’re capturing your fitness center, your pool, or your apartment interiors, you’ll also want to think about the photo composition. You want photos that show things from a prospect’s point of view if they were to tour in person, but you also want to capture areas with the most visual interest and striking aesthetics. In other words, shoot your kitchen from a spot that captures the island, the stainless steel oven, the modern lighting, and the custom cabinetry all in one; don’t bother with a photo that only shows the sink and the countertops or is dominated by empty spaces like floors and ceilings.

Control Your Lighting

Good lighting is absolutely essential and natural lighting is best (even for indoor shots). The best times for taking photos with natural light are a few hours after sunrise and a few hours before sunset to ensure there is plenty of light without harsh brightness or exaggerated shadows.

If taking photos where no natural light is available, make sure to turn on all the lights in the area. You may also want to bring additional light sources with you (ones specially made for photography if possible) to ensure diffuse but bright light that doesn’t result in strange shadows or overly warm or washed out photos.

Set The Stage

An empty apartment doesn’t do your property justice. Whenever possible, stage your model unit carefully and stylishly to show your prospects its full potential. That means towels hanging in the bathroom, a cute succulent on the kitchen island, a colorful rug amongst the living room furniture, and so on. Careful staging helps ensure your prospects have no barriers to imagining themselves living in your community.

How To Make Videos Work For You

From video ads to stunning homepages to informative virtual tours, high-quality video assets can do a lot of work for your apartment marketing. Again, we recommend hiring a professional videographer and/or video editor (or getting your agency partner to help). Either way, these tips and recommendations can help you get video assets that drive conversions and inspire engagement.

Film a Breathtaking Flyover

Drone footage capturing your property from the sky is a great way to capture breathtaking visuals and add a luxurious feel to your community. This option is especially effective if you have rooftop spaces, lush interior courtyards, or lofty high-rise views. Videos like these are often displayed prominently above-the-fold on a property home page, and there’s a reason for that. They result in lower bounce rates and more time spent on-site, giving prospects a higher likelihood of converting.

Create Video Ads From Still Photos

If you’d rather opt for the budget version or need a quick turnaround, you might choose to turn existing photo assets into engaging video through the power of editing. Even a simple slideshow set to pleasant music and featuring a few key messages through written copy can enhance the impact beyond that of still photos alone, making for a great video ad strategy on Facebook or YouTube. Just make sure to keep it short; the most effective video ads, according to Facebook, are between 5 and 15 seconds long.



Shoot a Video Tour

Virtual tours are a must these days, and shooting real video of one of your leasing agents or community residents showing the viewer around a model apartment is one effective way to get that done. A video tour posted prominently on the website, shared on social media, or sent out in your email marketing is a great way to provide the experience of in-person touring without the hassle or the hazards of visiting the community in person.

Get a Matterport Video

Did you know you can get a simple video tour made for you that combines still images into a virtual 3D floor plan and allows prospects to measure and explore the layout with a click of the mouse? Matterport videos are one such tool, and another great virtual tour option that you can embed on websites, post on social media, or send in emails. For more information, talk to a Threshold team member (no strings attached).



That’s it for our property photos and video tips! From coordinating shot lists to editing videos, we hope these tips can help you create assets that work for your property. If you’re looking for more advice or help getting started, we’re happy to put the full force of the Threshold team at your back! Reach out to our team to learn more about our videography and photography services, or check out our product slick.

Keys To Marketing Success for Property Takeovers

Keys To Marketing Success for Property Takeovers

So you’re taking over a property and you’re ready to hit the ground running on all your marketing to-dos. Congratulations! We’d love to help you with next steps as you grow your portfolio. Property takeovers come with their own set of marketing challenges, but we’ve been around the block a time or two; here’s what you need to know to set your newest acquisition up for success!

Get a Handle on Reputation Management

One of the first things you’ll want to do is claim all the reputation management accounts for your acquired property, transferring the accounts over from the old management. Google My Business should be top of your list; request management of the page and then apply for ownership of the profile using these instructions from Google. You’ll also want to transfer ownership for management accounts on Yelp, Apartments.com, ApartmentRatings.com, and Apartment Guide, or set up management accounts on these sites if they don’t already exist.

Once you’ve claimed your property’s profile on Google My Business, you’ll want to ensure all the info is up-to-date, including contact information and the website URL.

When a property has poor ratings and reviews on reputation management sites like those listed above, you may want to consider a rebrand. A new identity including a new name and logo may help you shake off the effects of previous management mistakes or public relations snafus. If you’re looking for a marketing partner with experience in rebranding, we’re here to help!

Make the Website Work for You

Whether you negotiated for the website and domain or you need to create a new website, there are a few items you’ll need to check off in order to ensure your property’s website works for you.

Firstly, if you need to create a new website or revamp the old one, we recommend partnering with a marketing agency with experience building real estate websites that drive conversions and enhance organic traffic. We can certainly help with that, no matter what your budget looks like (let’s talk if you’re interested). In the meantime, you may want to build a single landing page that can go live while you continue work on your full website (and what do you know, we can help with that too).

If you’re using an existing website, you’ll want to request a domain transfer. The domain provider should have instructions on how to do this. GoDaddy.com is a common one; their instructions can be found here.

Whether you need a new website or not, your next steps are to set up Google Analytics and install new Google Tag Manager code on the site. Have ownership of Google Analytics transferred to you (including all GA that may be on the website; select one to move forward with to act as your primary GA account). If an ownership transfer is not possible, create a new Google Analytics account and add it to the website or have your digital agency create a Google Analytics account for you.

Claim Social Accounts

Social media accounts are essential to strong digital marketing, so it’s crucial that you also transfer ownership of these accounts from previous management.

When it comes to Facebook, you’ll want to first have the prior management add you as an admin of the page. Then you’ll need to go through the more demanding process of contacting Facebook to gain ownership of the page. Then remove any old admins that should no longer have the ability to manage the page.

For Instagram, you’ll simply need to have the previous management update the email address associated with the account, then share their existing login credentials with you so you can access the account and update the login info.

Update Existing Digital Ads (or Create New Ones)

Before launching new digital campaigns, you’ll want to find out if previous management had any running already that you’d like to continue. This may require some digging in Google Ads (ask for the ownership to be transferred by previous management if you haven’t already, instructions here), Facebook Ads Manager, and other ad management accounts. If display ads are running that need to be updated (for example with a new name, logo, or special), have your in-house marketing or agency partner update those for you so your campaigns can continue seamlessly.

Establish Great Email Marketing

As you get all the digital technicalities squared away, don’t neglect the human side of your property takeover. Existing residents want to know they can trust their new management and setting up great email marketing can be a great way to do that. Design a professional, branded email template (or two) you can use from your very first “Nice to meet you” message to every resident event announcement, community update, and holiday greeting to come. You’ll also want professional branded templates for your transactional emails and prospect responses. We just happen to have done plenty of email designs for real estate brands, so don’t hesitate to reach out if you’re looking for help.

That’s it for our property takeover tips! From reputation management to Google Analytics setup to designing new display ads and email templates, there’s a lot to check off your list to ensure a seamless transition. If you’re looking for more advice or help getting started, we’re happy to put the full force of our digital and creative teams at your back! Reach out to our team to learn more about our full-service agency.

How To Adapt Your Real Estate Marketing During COVID-19

How To Adapt Your Real Estate Marketing During COVID-19

All eyes are on COVID-19 right now as our communities work to address the ramifications of a pandemic on people, businesses, and our world. The real estate industry is no exception; in addition to questions of investment, development, and the management of current residents and employees, marketers are working hard to understand how they can adapt during this time. They’re looking for apartment marketing ideas for COVID-19 that can withstand the instability of a pandemic and support financial health while properties maintain essential operations.

And that’s just what we’ll be discussing here. This blog will not, of course, replace your legal counsel or supersede the guidelines of government officials—we urge you to seek out the counsel of those professionals first and foremost. That said, this post will arm you with marketing best practices during this pandemic to help support your community and investments during this challenging time. 

Establish Teleconferencing for On-Site Staff

You have likely begun making this shift already, but it’s essential that you provide clear and consistent guidelines for your on-site and leasing staff when it comes to operating remotely and maintaining essential operations. Ensure your staff members have the equipment and software they need to reliably conduct video calls with coworkers, residents, and prospects.

Offer Virtual Tours

One of the chief challenges of real estate marketing in the time of COVID-19 is that in-person tours are no longer viable due to social distancing practices. Offering an alternative can help get prospects the information they need to sign a lease with confidence.

If you don’t already have a virtual tour option, now is a great time to create one. One option is to offer on-call virtual tours where a member of the leasing staff walks the prospect through the show unit while on a teleconferencing call with them. Another virtual tour option is to simply record such a walkthrough and provide the video on your website, via email, and even on social media. This second option ensures additional protection for staff because they will not have to leave their homes to conduct multiple tours through a show unit that has been visited by many people.

Make Full Use of Existing Software

Software solutions exist for many of your daily operations needs—now is a good time to lean on them. Your CRM software is a great place to take excellent notes about leads coming in to ensure continuity between their interactions with various staff members, even when your team is working remote. Additionally, teleconferencing software options are abundant and many are free to use. Google Hangouts has even extended its functionality recently and other platforms are making similar adjustments.

Enhance Your Online Presence

It’s never been more important to have all the relevant info a prospect needs available online. Ensure a prospect can find your property and determine whether it’s right for them all within the convenient confines of their browser window.

Property Website

Your property website should have solid SEO, great UX, and clear Calls to Action so that it can drive conversions. Consider adding a “Virtual Tour” or “Contact Us” CTA button above the fold on your home page to encourage further action from site visitors.

If you don’t already feature 3-D floor plans, unit availability, and pricing info on your website, now is a great time to add this functionality. This way a prospect has the tools they need to determine that your property is right for them without the added difficulty of contacting staff and waiting for a response, which can cause prospects to pass you up for a property offering a more convenient buyer experience.

For current residents, ensure your website also provides a clear and working link to your resident portal where they can pay rent online and access any statements you have or will release about COVID-19.

For prospects, ensure there is a clear link for online applications that allows them to submit and sign an application digitally.

Google My Business

Although Google My Business has shut off reviews for the time being, this is still a helpful resource you can use to provide visibility to your property. Make sure to provide complete contact info on your Google My Business page so prospects can email or call easily if they want to know more. You can also feature property photos on your GMB page and feature available units in GMB posts so that a prospect knows you have what they’re looking for even before they choose whether or not to click the link to your website.

Review Existing Creative & Digital Assets

Across all your messaging, whether it’s website copy, a display ad, or paid search copy, ensure your messaging is consistent with current circumstances and availability. Do you have a CTA that reads “stop by for a tour!” You might need to update this to “take a virtual tour.” Do you have an ad that focuses on a community amenity that’s currently closed to residents? Consider replacing it with one that focuses on apartment amenities.

It may also be a good time to enhance your paid search ads with more robust extensions so that you provide your audience with more reasons to convert. Consider showing floor plan prices, call extensions, dynamic call-outs, and other extensions on your paid search ads through Google Ads.

Focus on Email Communications

Inspiring confidence in current residents and prospects is key right now, and email communications are the best way to reach your audience while offering a personal and professional touch. Be clear and communicative with residents and leads. Make sure they know what they need to do and how they can reach on-site staff.

Everyone has questions right now, and the ability to communicate is key. Take some time to ensure you have quality contact info for all of your residents so that you can make timely announcements and communicate reliably with everyone in your community.

Email marketing allows you to take a personalized approach to lead nurturing—prospects need to know leasing staff are accessible by email, phone, or video call to get the help they would normally get in person. It can also help them lease with confidence at a time when they can’t gain the reassurance of touring the entire community in person or speaking with a staff member on site.

We hope these tips help you adjust your real estate marketing plan in the face of COVID-19. For more insight into how you can respond to this pandemic, we invite you to check out this list of resources compiled by NAA. And don’t forget, Threshold’s digital, creative, and customer service teams are always here to help.

If you’re interested in expert assistance, reach out to a Threshold team member today.

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