The Demand Solutions Blog

5 Tips for Effective Multifamily Email Marketing

Posted by Doug Davidoff on Mar 31, 2017 5:23:32 PM

The possibilities with email marketing have come a long way.  Greater functionality and the plethora of automated email marketing platforms represent an apartment marketer’s fantasyland.  However, just because more is possible, doesn’t mean multifamily operators are using email marketing more effectively.

Research we conducted a couple years ago (that we are in the process of currently updating) shows that very few operators are effectively using emails as a marketing tactic. In fact, surprisingly few use it at all, so “Tip #0” is that you should have an organized email re-marketing campaign.

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Topics: apartment marketing, multi-family housing, marketing programs

ApartmentRatings.com: Critical for Marketing?

Posted by Donald Davidoff on Jun 17, 2013 10:45:00 PM

There are many different opinions about the value of social media in multi-family housing. Readers of this blog should be pretty aware of mine. But the one thing that everyone seems to agree on is that ratings sites are important. There’s a lot of debate about what to do with ratings sites, but everyone seems to agree there’s some “there” there.

So I thought it would be a good idea to get a sense of exactly how important ratings sites are. The first step I took was to dig up some research I had done for a client back in February. In it I wanted to identify whether there was a clear “category killer” or whether multiple ratings sites were important. In an admittedly un-scientific way, I just looked at 10 communities in the Washington, DC market.

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Topics: social media, apartment operations, multi-family housing, apartment marketing, marketing programs, apartment ratings

The Most Effective Marketing (and Other Lessons from AIM)

Posted by Donald Davidoff on May 6, 2013 1:25:00 PM

At AIM last week, I was up early for breakfast and wandered into the roundtable Lisa Trosien was leading, called “Talk Nerdy To Me.” If you’ve never experienced Lisa, you’re missing out on a true force of nature. I’ve barely woken up, and she’s already full of energy and just moving the discussion along—presenting interesting websites, asking the group questions and just generally always pushing forward.

Anyway, that’s not the point of this blog. About a third of the way through, she asked a senior marketing person (someone I’ve known for years and always watched what she’s doing as a bit of a bellwether for the industry) what she’s found to be the most effective marketing tactics these days. After a pause, the answer came back, “Well, I hate to say it, but it’s still the traditional stuff—driveby, website, referrals, …” [note: I would add ILS although this executive said they'’ve really cut back on ILS without any pain —maybe a good topic for a future blog].

I found that response incredibly interesting on two levels.

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Topics: apartment, property management, social media, apartment marketing, marketing programs

Pleasure or Pain

Posted by Donald Davidoff on Apr 18, 2013 8:40:00 AM

Those of you who know me well know that my brother is a sales coach. Well, more than that but this blog isn’t really about him, so I’ll leave it as a gross simplification of what he does. He and I used to work together—he ran a sales team and I ran the service team for a membership group of travel agencies back in the 1990s.

One of the first things I remember he taught me about sales and marketing is that people are motivated by only two things—they seek to avoid pain and they seek to gain pleasure. But it’s not symmetrical. We’re actually wired to put more attention to avoiding pain than to seeking pleasure. That’s why it’s easier to sell something to someone solving a crisis than it is to someone who’s doing very well and says they want to do better.

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Topics: property management, apartment operations, apartment pricing, pricing and revenue management, apartment marketing, marketing programs

What are you AIMing for?

Posted by Donald Davidoff on Mar 25, 2013 11:00:00 AM

So here’s a shameless plug for a good friend of mine, Steve Lefkovits and his conference, the Apartment Internet Marketing Conference. It’s going to be Apr 29-May 1 in Huntington Beach. If you’re responsible for demand management—certainly marketing, but also pricing and/or sales—you should go to this conference. It’s the finest collection of discussions about marketing and demand generation by industry insiders and, sometimes more importantly, those outside multi-family. Here’s a few things I’m looking forward to:

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Topics: property management, apartments, multi-family housing, apartment marketing, marketing programs