With the changes in thinking, living and existing that society as a majority has assumed and is currently living. It is amazing to myself and others why so many apartment advertisements and property sellers are utilizing the same messages they were before the economic issues afflicted us. It would seem appropriate to make a seismic shift in the message to strike the chords with the audience!
Communcations firm DMB & B says:
"When faced with penny pinching consumers, it helps to shift your ad campaign from messages like ‘luxury' and 'status enhancement' to efficiency and value."
It would appear that seemingly this message has gone unheeded by the majority of our industry. Many people are still adhering to mediums such as "luxury" or needless amenities (e.g. disposal, etc...)
The points below are provided from, Multifamily Insiders' Lisa Trosien
Take a look at the newest ad for Pillsbury; the tagline: "Home Is Calling".
The actors in the commercial are even clicking their heels together, ala Wizard of Oz and the 'there's no place like home' mantra. Other companies, such as Ikea, Toys R Us, Band Aids and more are all trying to create a sense of comfort and stability in their ads as well.
So, how can you do it in your ads? Easy. Just make some of these simple tweaks (if they apply to your property, that is):
1. Tout the stability of your staff, management and ownership.
2. Communicate VALUE. What's included in the rent as far as services go? Don't forget to tout your amenities, too. Even coffee service is a big amenity now that folks are leaving Starbucks behind as a luxury they can no longer afford. Also, now is a good time to consider ADDING services such as dog walking, package delivery (instead of just acceptance) and more.
3. Get a resident testimonial! If you haven't used residents as salespeople, there's no better time than the present.
4. Push your two and three bedroom floor plans for 'great roommate living'. People are doubling up now, so capitalize on it.
5. Remind prospective renters that their rent is fixed for a year (or longer if you offer longer terms).