Your onsite teams need to send a wide variety of messages to renters. For example, there’s the “you have a package” text to a single resident, the “Fall Festival tomorrow at noon” email to the entire community, and the “Thank you for your inquiry. We would love to give you a tour next Thursday” message to a prospect.
However, there are other times when you want or need to send a targeted – or segmented – message to just a portion of your renter database.
Reminder: Before you start sending emails to renters, be sure that you have the proper permission from each recipient and take note of anyone who no longer wants to receive your emails. And, of course, always be mindful of fair housing laws in any communication with prospects.
If you are using a digital communication system, you will be able to create a database of all renters that you will be messaging. Along with phone numbers and email addresses, the database will provide you with additional details about each renter, such as demographics, interests, building number and more. You can use this information to “segment” your database, creating custom lists of renters who are similar to one another based on criteria of your choice.
With these lists built, you can send highly targeted messages to a selected subset of your renters. Targeted emails tend to perform better because your audience has already shown an interest in the subject matter. You can, of course, also send general messages to your entire database, depending on the subject. It’s up to you!
Once you have created your lists—as many as you might need—use them to build your messages. Whether you’re talking to prospects or existing residents, customize your message content to their wants, needs or interests.
When a prospect tours your community or a resident moves in, you gather general information about them. You may want to message tech-savvy prospects about the free WiFi in your community lounges but tell others about the business center in your clubhouse. If they include children on their lease, they might be interested in hearing about local events or community functions designed for families. If they’ve noted that they have pets at move-in, they may need periodic reminders about your community’s pet policies. You could even use your database to make a list of residents who work at one of your preferred employer partners and then let them know of any events close to where they work.
After you’ve sent your targeted message, step back and evaluate whether you can use it in other ways. For example, you might be able to reduce the amount of time you spend creating messages by saving successful ones to use with similar lists of renters in the future. After all, you’ve done the work to create the email. Why not make it work for you as much as possible?
Or, if your message is to prospects who are looking for a pet-friendly home, you may want to reuse it on your Facebook feed or in targeted social ads.
Finally, if your email is to a particular subset of residents, you might be able to recycle the content for your community newsletter.
When building your marketing strategy, make sure you take advantage of all of the tools you have available. Not every renter will find value in every message, which may lead them to ignore the ones that are relevant to them. If you don’t currently have a way to segment your renters, consider finding a tool that allows you to do so. It may take some time to set up segmentation, but providing targeted content to different groups can yield much higher engagement. Even better, more engaged renters may equate to higher lead-to-lease conversion or increased resident lifetime value.