Featured in Multi-Housing News (MHN), Cassie Khaing, Senior Brand Manager, speaks towards the slow season in multifamily marketing.
Article by Paul Willis - Nov 17, 2017
It can be tempting for multifamily marketers and individual apartment communities to view the slow season as the off-season, but that can have potentially damaging repercussions. Industry experts weigh in on how to stay active during those months to kick-start leasing.
After an intense leasing season, the winter months symbolize something of a breather, a time to temporarily scale back before gearing up for what is certain to be a robust spring.
It’s easy to fall into that trap. Marketing can’t be turned on and off like a light switch, as most campaigns take time to catch on and produce results.
“I would never recommend turning off marketing completely,” said Katie Nelson, director of marketing for CAPREIT. “Many times, the slow season is when you ramp up your marketing efforts to bring you into the prime leasing season with a bang. If you shut off marketing, you shut off your voice to your audience.”
Full MHN article here, with tips and a deeper dive into resident retention, comparing yearly performance, self-evaluation, and revisiting old leads.