To state the obvious, competition is fierce in multifamily, and differentiating from competitors is critical to succeed. Thankfully, property management has a potentially powerful ace up its sleeve to distinguish a multifamily community from the pack – personalization.
Even better, when you're able to utilize personalized messaging in a video multifamily marketing plan, you’re able to better engage prospects and residents, driving occupancy rates and ROI metrics along the way. To that point, I’m going to examine some of the reasons why personalization is so essential to effective video marketing sales and the multifamily industry.
Multifamily companies usually aren't shy about spending money on leads. In fact, good leads are the lifeblood to the entire industry. Therefore, using a turn-and-burn approach with your leads – especially on follow-up communication – through canned email templates and automated messages is just a waste of money, time, and effort.
But that's what makes personalization such a potent weapon in lead conversion. People simply don't respond to emails, voicemails, or even text messages unless they stand out from the countless other messages they receive every day. Personalized videos embedded in emails or SMS communication cuts through all of that noise and grabs the audience's attention.
Self-guided, interactive, and virtual tours were already gaining steam before the pandemic. During COVID, though, they became the norm out of necessity. And now that prospective residents and multifamily property managers have both seen just how efficient, effective, and even personalized they can be, virtual video tours will play a critical role in your company's future success.
But video doesn't just shine through virtual tours in your apartment marketing strategy. It can also play a vital role in introducing your team members, the people who a prospect will interact with once they become a resident. These types of personal touches foster a sense of familiarity and comfort for someone looking for their next home.
People don't want to feel like a line item on a balance sheet. They want to feel important and wanted, whether for a new job or as a resident in an apartment complex. Therefore, if your marketing campaigns don't take a personalized approach, then your competition surely will. The bottom line – something as simple as a personalized video follow-up ensures a prospect doesn't feel like just another number to you.
Finally, I'd be remiss if I didn't mention the science behind personalization and what, chemically speaking, makes it so powerful for your video marketing efforts. To quote famed empowerment coach Anna Gallagher:
Feel-good hormones, such as dopamine and serotonin, are released into your brain when your ears encode that your name has just been said aloud. This burst of excitement makes people happy and sends unconscious signals such as empathy, trust, and compassion to the unconscious brain.
In other words, there's bona fide biology and chemistry behind the effectiveness of personalized messages to prospects. And since video is the most immersive and engaging format you can use in your digital marketing plan, embracing personalized video content is embracing success in multifamily. And I can't tell you how proud we are at OneDay to provide the tools and insights you need to drive that success.