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In the fast-paced and competitive landscape of multifamily housing, leveraging an integrated strategy is one of the biggest game changers to your marketing plan. “Integrated” is often used to describe a single unified message or offer across multiple mediums, but it can also describe the collaborative effort between teams to achieve a desired goal. In our opinion, both elements are foundational to successful marketing.

Prioritize a Consistent Message

Integrated marketing starts with a clear and consistent brand message. Whether it’s through paid and organic social media, email campaigns, traditional print advertising, over-the-top (OTT) video ads, or other mediums, the messaging choices you make around your campaign theme, offer, and calls to action should be clear and cohesive. Consistency builds trust and reinforces brand identity.

Expand Your Reach with a Robust Campaign

The multichannel approach of integrated marketing ensures you will expand your reach and amplify your message to prospects that might not otherwise hear it. The power truly lies in breaking down internal silos, ensuring a consistent customer journey, and leveraging technology to support leasing efforts. Of course, this approach requires a high level of strategy and coordination, which is why it’s crucial to bring in another foundational element: collaboration.

Leverage the Strength of Your Teams

Successful integrated marketing — especially in multifamily marketing — is the result of coordination between marketing, property management, and leasing teams. While one team could create and launch a campaign on their own, there’s a strong chance it would lack the support and strategy that a team effort could offer. By ideating, planning, and preparing together, you ensure your marketing narrative is championed by all, ultimately contributing to a more positive and unified prospect experience.

Personalize Your Campaign Approach

We know today’s renters are savvy consumers who demand seamless and personalized experiences, so always be on the lookout for ways to make a nationwide marketing campaign feel like it’s tailored to a single resident. Oftentimes, customer relationship management (CRM) software can provide valuable insights and tools to help target marketing efforts, including information about their leasing journey and unique text fields. These small details will often catch the attention of a prospective audience more than a generic message.

Strengthen Your Brand for the Future

Integrated marketing isn’t just about selling your community and the lifestyle one can have living there; it’s about building a strong brand. A consistent message, a robust online presence, and a commitment to customer experience contribute to brand equity. This not only attracts new renters, it also cultivates loyalty among existing residents and fosters positive word of mouth and referrals.

In Conclusion

In a time where prospects and residents are constantly surrounded by information, integrated marketing provides a strategic solution designed to cut through the noise. By centralizing your key message and deploying it across various channels, communities can create a more powerful and memorable brand presence. And the benefits speak for themselves: expanded reach, optimized resource allocation, a stronger brand presence, and increased ROI.

Interested in learning how integrated marketing can work for your community or portfolio? Check out our recent work for examples of previous campaigns, or contact us today to start a conversation about next steps.