October 1 marks the start of Q4 – time to finish the year strong. For most multifamily marketers, that window of opportunity is compressed even further as the busy season winds down.
You likely have another 2-4 weeks to make things happen before traffic falls off over the winter.
Time to buckle down and make things happen. Here’s how:
✅ Apply Psychology
Whenever possible, create a sense of scarcity and urgency to drive action. Use limited-time offers. Showcase social proof. Make people feel like they’re getting a steal.
Remember, *every* property has limited availability.
✅ Pricing
Have the price conversation with your team. If the market is telling you that you’re priced too high, listen now before it’s too late.
Show the potential vacancy loss – it’s better to lease those units at a $50 or $100 discount than have them sit empty until April.
✅ Advertising
Dial up your Google Ads. This is the easiest lever to adjust to buy the extra traffic you need.
Target keywords at every step of the shopping process – unbranded local terms, competitor names, and your own brand. Get all that traffic to your digital front door.
Beyond search, use Instagram retargeting ads. Anyone who visited your website and didn’t convert should get an ad inviting them to tour.
✅ Timely Content
SEO is critical, but it won’t immediately generate the traffic you need now. Focus on your Google Business listings and TikTok this month. Post as close to daily as possible on both platforms, and be sure to use your target neighborhood keywords in your posts/descriptions.
✅ Email Marketing
Email/text your list with your best deal that matches what they’re looking for. Every lead you’ve received over the last 90 days should hear from you, *especially* if you lowered your pricing or are offering a new concession/incentive.
If your neighboring sister properties have strong occupancy, then email all their prospects that didn’t convert over the last 60-90 days. Offer options. Leverage your brand and keep that traffic in the portfolio if possible.
✅ Resident Referrals
Double your resident referral incentive through the end of the month. Email residents and send a notification through your resident app.
✅ Give Prospects a Reason to Visit
Host an open house or offer scheduled video tours of your community. Promote the heck out of these events, then send a calendar invite with reminders to anyone who signs up.
✅ Check Your Digital Curb Appeal
Check that your website and online listings are ready to be the closers they’re meant to be:
→ High-quality photos and videos
→ Floor plans with detailed USPs for each layout
→ Clear pricing and availability info
→ Strong testimonials or Google reviews
→ Easy ways to schedule tours or apply online
→ Prompt, personalized follow-ups
When you look at your property website, remember that 70-80% of all your website traffic goes to your homepage and the floor plans page. Make those perfect.
We have a limited window to get this done. But know that *it can be done.*
Finish strong – you got this!
Need help with your apartment marketing? There’s no such thing as a one-stop shop, but 30 Lines should be your first stop.
Let’s talk about how we can create a customized, cost-effective plan for your communities.
