Building Blocks.
Notes on multifamily marketing and leasing from the Flair team.
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Eden Chai3 min read
Top Marketing Strategies from a World-Class Asset Manager
In a recent episode of the Building Blocks podcast, host Eden Chai sits down with Brendan Van Deventer, the founder of CRES, to explore the intersection of asset management and marketing.Eden Chai3 min readMarketing Centralization: Achieving 40% Cost Reduction Without Losing Impact
In multifamily real estate, centralization talk often centers on leasing, but marketing centralization may offer even greater returns.Executive Buy-In Made Simple: Tips from Marketing Pro Bobbi Steward
In a recent Building Blocks podcast, host Eden Chai connects with Bobbi Steward, CEO of Revise, on strategies for securing executive buy-in.Perplexity Unveils a Fresh Approach to Search for Advertisers
Search is evolving, and Perplexity AI is leading the charge.Apple Maps Enters the Web Arena
Apple Maps has expanded its reach with a new web version, positioning itself as a formidable competitor to Google Maps.Judge Declares Google in Violation of Antitrust Laws
On Monday, August 5th, a judge ruled that Google violated antitrust laws, a decision that could have a major impact on the tech landscape.Understanding Google Ads' Enhanced Query Matching Features
Google's latest AI advancements are reshaping how PMCs connect with potential residents.Google Business Profile Pilots SMS & WhatsApp Chat Integration
Google is refining its Business Profiles with SMS and WhatsApp, signaling a strategic shift to enhance communication through proven channels.The Role of 'Source of Income' in Fair Housing Compliance
Though not federally mandated, "source of income" protections are increasingly being adopted at state and local levels, expanding the scope of housing rights.Why Having an FAQ Section on Your Site Just Got 10x More Important
Having an FAQ (Frequently Asked Questions) section on your site and Google Business Profile is no longer an option.Google to Shut Down Business Profile Chat Feature
Google has decided to discontinue its Business Profile Chat feature, posing a significant shift for PMCs leveraging this more direct communication style.Google Launches Innovative Google TV Advertising Network
As connected TV ad spending skyrockets and viewers shift to streaming platforms, Google has unveiled a groundbreaking innovation.Inside Google's Algorithm: Key Takeaways from the Latest Leak
Imagine getting a sneak peek into Google’s playbook, a complete breakdown of what it takes to rank online organically.Reddit for Multifamily: Yay or Nay?
The property management landscape is fiercely competitive.Crafting Compelling Content for Your Apartment Listings
The difference between an overlooked apartment and one that draws crowds often boils down to the quality of its listing.How Google's Performance Max Is Making Cross-Channel Marketing Easier
Discover how Google's Performance Max (PMAX) can transform your advertising.How the Heck Can Multifamily Communities Target the Right Employers?
Finding the right residents is about knowing your residents.Remarketing Strategies for PMCs: Keeping Your Communities Top of Mind
Making a lasting impression is everything in today's competitive rental market.How to Market to Families (While Being Fair Housing Compliant)
Nearly 45 million American households are renters, with more than half supporting families.When It Makes Sense to Bid on Your Brand Name in Google Ads and When It Doesn't
Did you know that Google Sites generated over $191 billion in ad revenue in 2022?How to Craft Resident Satisfaction Surveys: A Step-by-Step Guide
A PMC’s ability to stand out hinges on elevating the renter’s experience.3 Must-Have Automations to Lease More with Less
Most multifamily marketers would agree that strategy and creativity are some of the most fun & fulfilling parts of the job.What Gen Z Renters Want: How to Attract and Retain a Gen Z Audience
Gen Z's demands are transforming the rental market with a focus on digital convenience, sustainability, and flexible amenities.5 Benefits of Adding Flexible Workspace to Your Community
The work scene's shifting, less 9-to-5 grind in a stiff office, more flexibility and balance.The NAR Settlement Explained: Impacts on Consumers and Brokers Alike
Imagine a world where the traditional 6% commission on real estate transactions, a steadfast pillar of the industry, begins to crumble.Five Strategies to Transform Your Lease-Up Marketing for Success
This is a guest post by Chris Arnold of Authentic.Ditching Cookies: What You Need to Know
The digital marketing shift away from third-party cookies is reshaping strategies towards genuine, data-driven connections.Co-Living Is on the Rise: Should You Care?
Co-living's rise is reshaping city living, blending community perks with savings.What the Multifamily Industry Can Learn from Super Bowl Ads
We learned lots of things during the 2024 Super Bowl, including that Taylor Swift managed to keep it together while her beau Travis Kelce sang a ramble-shackled, cringey rendition of "Viva Las Vegas."Why Optimizing Your Marketing Now is Key to Surviving the New Unit Boom
We’ve said it before, and we’ll say it again: “Hot real estate markets create lazy/bad marketers.”Are You Ready for the Senior Rental Boom?
Does your community cater to senior residents?Are EV Chargers Profitable for Multifamily Businesses?
Despite there being more than 2.2 million electric vehicles on the road in the United States, property landlords estimate that less than 5% of their apartments and offices offer EV chargers to their residents.What Technology Do Residents Actually Care About
Want to attract more leads and convert them faster while making your life easier in the process?The Importance of Building Community in Multifamily Housing
In today's world, community is the most coveted amenity, and it is essential to create a sense of it through shared experiences that foster belonging and connection.How to Do a Local SEO Sniff Test
How to Do a Local SEO Sniff TestWhat Is CLS and How Does It Impact Your Multifamily Website?
Are you noticing your website shifts when it loads?CDPs: What Are They and Should You Care About Them?
When you got into the multifamily space, you probably didn't think about how you're really in the business of collecting, analyzing, and talking to your team about data.How to Improve Your Marketing Strategy by Using Your On-Site Team
If you're all about the data in your multifamily marketing, you're on the right track, but you're still missing something integral to your community's success: feedback from your on-site team.3 Ways to Market Your Community to Renters BEFORE They Begin Their Search
If you’ve spent any time looking to see what your competitors are doing, you’ll know that 90%+ of multifamily marketing focuses on renters already looking for a new place to live.How to Build Long-Term Retention Loyalty from Day One
Are you waiting until the last minute to encourage residents to resign their leases?How to Reduce Your Lead to Tour Time
Are you struggling with your lead-to-tour time?4 Reasons You Should Add Your Community Pricing to All Search Ads
Is your marketing funnel stuffed with lackluster leads?How to Measure the Demand of Active Residents in Your Multifamily Market
When you're spending all your time trying to gather leads and figure out your lead quality, it's easy to overlook one crucial aspect of your marketing:Are You Focusing Too Much on Features Instead of Benefits in Your Multifamily Marketing?
Are you struggling to stand out in your multifamily marketing?How Well-Being Trends Can Impact Your Multifamily Marketing
Are you wasting money cleaning out your community swimming pool that no one cares about and barely uses?SGE's Impact on Local Results (and How to Maximize It)
Google recently threw marketers more than a disruptive algorithm update; they introduced a whole new way to search that dramatically impacts your multifamily business.Why Resident Friendships Are the Single Most Valuable Retention Strategy
If you can’t figure out how to retain more residents in your community, the answer could lie in whether or not they’re friends with one another.Why Adding Team Photos to Your Website is More Important than You Think
You may think prospective residents just care about location and rent prices, but studies show emotions are what really drives purchasing behaviors, and decision-making in general. (Source)How California’s New Bill and DOJ Regulations Could Impact Your Community
On June 12th, a new California Assembly bill on website accessibility was introduced that could open the door for lawsuits against businesses and website developers.Leveraging On-Site Fitness Programs to Build Your Brand
Fitness centers are nothing new, with 90% of new communities offering fitness amenities for residents.Swipe These Hospitality Marketing Tactics for Your Community
Rent demand rapidly cooled into 2023, with a decline to 2009 levels in some markets.The Psychology of Persuasion: Influencing Qualified Leads to Choose Your Community
Harvard Professor Gerald Zaltman says 95% of all our purchasing decisions occur subconsciously, putting emotions in the driver's seat of consumer behavior.TikTok Ads: Yay or Nay?
TikTok earned serious bragging rights for its three billion downloads and 50 million daily active users.Zero Party Data: 3 Data Types You Should Collect
If you’re focused on collecting data to earn leads, you’re on the right track, but it only goes so far in your multifamily business.We Just Tested the New Search Labs: Here’s Our Thoughts
Are you experimenting with AI and wondering how to make it work for your community?Why You Shouldn't Care About Cost-Per-Lead, and What to Measure Instead
It's normal to obsess over how much your signed leases cost to acquire, and on the surface, it's all pretty straightforward.Why Your Campaigns Are Failing (Hint: AI Can't Solve This)
Marketing moves fast, and AI can help propel your campaigns forward and keep them from falling flat.7 Thrilling Google Ads Updates (and Why You Shouldn't Ignore Them)
Marketers just got some good news at Google Marketing Live.Why Ignoring Lag Measures is Preventing You from Hitting Your Leasing Goals
Measuring reliable metrics are an essential part of any business, including the multifamily industry.How to Leverage Bing Chat AI (And Make it Work for Your Community)
If you've been playing around with AI tools like ChatGPT or Bard, you've seen what it can do–and what it can't.New Way of Running Google Ads: Guide the Algorithm Instead of Controlling It
Whether you're an old pro or new to Google Ads, we all hear the same thing–keywords are vital to your PPC success.SEO: Good Move or Waste of Money? Here's How to Decide if it's Right for Your Community
Are you trying to fill units in your community and want a steady stream of qualified leads that magically find you with an online search?Mobile Optimizations that Boost Conversions for Your Community
Are your conversions from your mobile site lackluster?Why You Should Shift Focus From Lead Quantity to Lead Quality
You launch a new multifamily marketing campaign and end up with hundreds of new leads for prospective residents.Should You Start a Blog for Your Community? The Pros and Cons
Are you considering blogging to get more eyes on your community's site but aren't sure if it's worth it?What Is Multi-Touch Attribution (and How to Track It)
When it comes to multifamily marketing, it's not always a clear path from an interested resident to a signed lease. Did someone:Conversion Tracking Made Easy: Bing Launches AI Conversion Tracking with Microsoft Clarity
When you're running ads for your multifamily community, conversions are everything.Initial Thoughts on Bard: Google's Response to ChatGPT
When ChatGPT introduced a revolutionary new way to perform searches and gather info online, we all wondered the same thing:Why Your Retargeting Sucks (And What to Do About It)
If you're not retargeting your multifamily marketing campaigns, you're leaving unsigned leases on the table.How to Perform a Brand Audit for Your Community
Have you looked over your portfolio of communities lately?Demand or Marketing Problem? Here's What to Do When Your Occupancy Rates Are Down
If you're tired of dealing with the ups and downs of rental vacancies, you're not alone. Research shows that 62.5% of vacancies are in multifamily units, making it challenging to both fill and maintain your units.6 Must Haves for Your Community Website
Whether you have several multifamily communities or a small rental business, your website is important because it serves as a hub for all of your marketing efforts.How to Leverage Local Businesses in Multifamily Marketing
Are you feeling the burn of trying to promote your community on limited time and resources?Our Top Tips for Efficient Property Management
If you own or manage multifamily communities, you know that efficiency and good processes can make or break you.Should You Use Texting In Your Multifamily Marketing Campaigns?
Are you thinking about exploring text messaging for your community?Apartment Social Media Post Ideas
As an apartment marketer, the goal is to get eyes on your listings and control your online reputation.Top of Funnel vs Bottom of Funnel: Which Do You Need to Focus On
Are you struggling to gain leads?The Biggest Mistakes in Multifamily PPC (and How to Fix Them)
Campaign structures. Marketing copy. Bidding strategies. Optimization techniques.Seasonality in Apartment Leasing and How It Should Affect Your Marketing
Ever feel like multifamily marketing is a big mystery?Google Changes to Customer Lists: What You Need to Know
If you're already using Google customer lists, you'll know they can be a goldmine to help target prospective residents for your multifamily property.Why Your CRM is Wrong About Your Top Marketing Sources (and What To Do About It)
Have you ever run an attribution report where every lead comes back as “Property Website?”Performance Max: Good or Bad for Multifamily?
Are you looking for ways to simplify your marketing efforts but don’t want to give up using Google ads? Performance Max could be an ideal choice with tons of potential to advertise your multifamily properties.A Mini-Guide to Bidding Strategies for Multifamily PPC
Unlike other types of paid advertising and marketing, PPC gives you more control over your multifamily campaigns.Google is Adding Business Names and Logos to Search Ads: Here's What to Know
Whether you're an old pro at Google advertising or new to the platform, there's a brand new feature to look out for.Why Maintenance is the Secret to a 5-Star Reputation
Online reviews. Ads. Events. Rent specials.What's Geofencing, and When Should You Use It?
Let's face it, building brand awareness is HARD.When to Use Google Ads (+ when it's a bad idea)
Google Ads is so much more than a few search/display ads where you pay for visibility and clicks.How to Lower Your Dependency on ILS's
Devoting your marketing efforts to ILS (Internet Listing Services) may prove fruitful, for a while.How Your Google Business Profile Impacts Your Website's SEO (and a Trick Boosts Your Conversion Rate Instantly)
Are you fully utilizing your Google Business Profile?How to Use On-Demand Maintenance Support as a Marketing Tool
If you're winging your maintenance requests and playing it by ear, you’re derailing your resident retention and new acquisition strategy.Why Your Competitor Campaigns Suck (And What To Do About It)
If you’re doubling down to beat out your competition and attract more residents, competitor campaigns are often the go-to strategy. But it’s not always the best course of action, especially if you don’t have a big...Why the New Google Algorithm Update Shouldn't Scare You
If you dread the words "new Google algorithm update," you're not alone. We get it. Just when you think you have the hang of the old update, a new one pops up!A Simple Shift for Next-Level Copywriting
Are you diving into the world of copywriting to lay out all the amenities and details of your community only to see lackluster results?4 Things You Need to Know About Moving to GA4
Using and understanding your Google Analytics can easily put you ahead of the competition.The Apartment Marketing Funnel, Simplified
You've probably heard multiple definitions of a marketing funnel by now.Conversions vs Leads: Why Your Campaigns Might Be Doing Worse than You Think
Did you know that the average apartment community spends $35.52 per lead when running search ads? (source: Wordstream, 2022)5 Ways to Add User-Generated Content to Your Multifamily Marketing
If you're trying to increase your lease volume and earn more quality leads, the answer could lie in the content you create.
Top of the funnel. One read.
The shop you run once a quarter, running every day.