WHY YOU NEED PRE-CONSTRUCTION MARKETING
If you’ve been in the business of marketing apartments for some time now, you likely already know why it’s important. But for those newer to the leasing game, we’ll let you in on a little secret – pre-construction marketing is essential in ensuring that you get leased up, faster.
In fact, we had a chat with Kyle Hennessey of STL CityWide recently, and as the #1 leasing agency in St Louis, they told us that it was a non-negotiable. You can read the rest of that interview at the bottom of this article.
As reported by Forbes, a major trend impacting rental markets in 2018 is a projected fall in occupancy rates and rental growth. So it’s no longer an option to sit back and wait for residents to come calling once a project is finished, instead, property managers need to get more aggressive about attracting and keeping renters.
For some time now, we’ve observed how new developments differentiate their offering through unique perks and amenities. Apartment living is more appealing than it has ever been, but how do you communicate that to potential residents before you have anything tangible to show them?
3 TIPS FOR EFFECTIVE PRE-CONSTRUCTION MARKETING
So, you’ve got plans for the construction of a state-of-the-art multifamily unit with all of the bells and whistles that would appeal to your target demographic. You’ve made your offering too appealing to turn down, but how do you capture the attention of potential residents? Well, if good marketing lies in good communication then learning the language of your target audience is probably a good place to start.
It’s no secret that attention spans are on the decline as we become inundated with more and more information, especially online, so simply listing off the amenities of your development will no longer suffice. It doesn’t matter how talented you are at writing – you could be Shakespeare in the making and it wouldn’t matter squat. People pay more attention to communication and content that is visual in nature, so your marketing strategy should revolve around some, or all, of the following.
When potential residents can envision themselves living in a home, they’re more likely to lease it. 3D renderings enable us to experience a property much more than a 2D drawing or written description ever could, they evoke a sense of atmosphere, lifestyle and an overall connection to the project and appeal to our emotions.
This tool has become increasingly more sophisticated and affordable. Renderings help you to reach remote customers and weed out non-serious buyers, saving you both money and time. As long as they have an internet connection, people can now view your property from all around the world, removing barriers of time and location that held strong for so long.
This is just one example of a rendering that Show My Property TV produced for a client. For more details on our affordable renderings, just click this link.
Another time and money saver lies in the realm of Digital Staging. Construction is complete but you still have vacancies that are costing you money by the day. As any Property Manager knows, a staged apartment leases much faster than an empty one, but that might take weeks to organize and get set up. So in the interim, we turn to technology.
Digi-staging is cheap and necessary. All you need to provide are photographs of the empty apartment and a digi-staging agency will furnish it, increasing your chances of getting leased up. And even better than the actual thing, a 3D appeals to the imagination, showcasing all the possibility that an apartment has to offer.
This is an example of a Digital Staging that Show My Property TV produced for a client. For more details on digi-staging that begins at $150, you can schedule a free demo with our specialist, Jason.
While all of these marketing tools are effective, it’s no secret that video is still the best way to capture the attention and evoke emotion. In fact, Forbes predicts that by 2019 video will capture the attention of 80% of all web traffic. So if you really want to appeal to your audience, consider offering 3D walk-throughs and animated video that can be accessed anywhere, anytime.
This is an example of a 3D walkthrough that Show My Property TV produced. You can find out more about our renderings options by clicking here, or if you’d like to schedule a demo to talk to one of our agents, just follow this link to schedule a time that best suits you.
MARKETING THE NEW TRIBECA
As the #1 leasing agency in St. Louis, it’s not surprising that STLCityWide represents some of the most progressive developments in the area. Recently, they approached Show My Property TV to produce marketing material for Tribeca, one of their newest developments.
We recently caught up with Kyle Hennessey of STLCityWide and asked him a few questions regarding their approach to pre-construction marketing and why they chose the strategy they did.
Anna: Hi Kyle, thank you for taking time to chat with us today. I’m sure your schedule is tight.
Kyle: Hi Anna, thanks for reaching out. Yeah, it’s so crazy here, this time of year is the busiest for us with multiple projects going on and an existing 40+ apartments. But I’m ready, let’s do this!
Anna: Well, to start, what were your reasons for choosing Show My Property TV to work with?
Kyle: We strive to have the best in everything, whether that’s the nicest unit finishes or the coolest tenant events. SMP has the best renderings, so it was a no-brainer.
Anna: Thank you. And why did you decide to use Virtual Reality as part of your marketing strategy?
Kyle: Our target market is mostly comprised of millennials and Gen Z — they demand cutting-edge technology. And VR is just that.
Anna: Do you think Pre-construction marketing is a necessity?
TRIBECA VIRTUAL REALITY MARKETING
Tribeca promises a one-of-a-kind lifestyle with stylish and unique spaces — each of their studios, one-, two-, and three-bedroom luxury apartments are outfitted with sleek quartz and marble countertops, stainless steel appliances, faux-wood flooring, and smart technology features.
If you’re interested in Virtual Reality or Renderings in a future project, you can check out our full services page here, or schedule a demo with Jason by heading over to the calendar and selecting a time that suits you. We’ll be in touch.