2023 Marketing Guide

MEDIA CHANNEL GUIDE

MARKETING RECOMMENDATIONS

LEASE-UP

STABILIZED (TAKEOVER) When transitioning the takeover of a stabilized asset, a digital audit should be conducted by your Regional Marketing Director. This audit will ensure the property brand is positioned highly in the digital space. Additionally, it will confirm the brand’s reputation and perception in the marketplace. This data will aid in enhancing the brand’s recognition and position with the target consumer, and it will greatly support a strong leasing velocity. Your Regional Marketing Director can conduct your digital audit as well as review all existing marketing assets provide recommendations for your media schedule and marketing budget. Lease-up communities are new product offerings in the marketplace. As such, they require a unique marketing position in introducing the brand to consumers. This position covers digital, social media and outreach marketing. The initial media channels and services provided by each may be reduced after pre-leasing. Marketing services may be reduced to bring the marketing spend to stabilization. Work closely with your Regional Marketing Director in developing your media schedule, marketing budget and lease up marketing strategy.

Yelp, Property Website and Portal, Directory Listings Placement, Facebook, SOCi or Rent. Rep, Instagram, Google Certified Photography and Virtual Tour, Benson Acquisitions Kit, Apartment Ratings Manager Center, Opiniion

MANDATORY

HIGHLY RECOMMENDED

SEO & PPC campaign, two to three ILS Sources, Property Video, Blog

Yelp, Property Website and Portal, Directory Listing Placement, Facebook, SOCi or Rent. Rep, Google Certified Photography and Virtual Tour, Benson Acquisitions Kit, Apartment Ratings Manager Center, Opiniion

MANDATORY

HIGHLY RECOMMENDED

SEO & PPC campaign, at least two ILS sources

RECOMMENDED

Property Video

STABILIZED (REPOSITIONING) At times, you may transition a stabilized asset where an Owner’s goals are to reposition the property. This means the Owner would like to consider a different direction in positioning the brand. Part of this effort may result in a renaming of the property, along with a new logo and brand identity elements (marketing collateral). In some cases, the logo, property name and brand identity items may stay in place. In either case, please work with your Regional Marketing Director in coordinating the development of your marketing collateral and or brand messaging strategy. Additionally, your Regional Marketing Director may also deploy a digital audit to understand the current placement of the brand in order to make recommendations for repositioning.

HIGHLY RECOMMENDED

SEO & SEM campaign, at least two ILS sources, Google Certified Photography

Property Website and Portal, Directory Listing Placement, Facebook, SOCi or Rent.Rep, Google Certified Photography and Virtual Tour,, Yelp, Apartment Ratings Manager Center, Opiniion

MANDATORY

RECOMMENDED

Property Video