Digital: the key to success


In the world of property management, localization is essential.

COVID-19 has pushed the property management industry to move to digital and local, and that change happened nearly overnight.

In the early stages of the pandemic, in-person interactions had to be put on hold forcing multifamily marketers to rethink their marketing and operational efforts, and shift to a localized strategy.

How do property management companies perform when it comes to localized marketing? The Top Multifamily Properties in Digital Marketing, a new report from SOCi, ranks the localized marketing performance of the top 50 property management companies.

The importance of local

Did you know that 97 percent of consumers use local search when looking for an apartment, and 100 percent of these searches are now dominated by the Google 3-pack results?

The Google 3-pack is the method Google uses to display the top three search engine result pages. For instance, if a consumer searches for “apartments near me,” Google now displays three apartments near the consumer searching.

For property management companies, localized marketing can also be used to build connections with your local communities and target audiences.

Marketing efforts will vary based on property location. For instance, a marketing plan for a property in New York should vary from a marketing plan for a property in Texas.

If your potential and current residents feel like you’re speaking directly to them, they will feel more connected to your community and be more likely to sign or resign a lease.

Top companies localize marketing

When ranking properties by localized marketing effectiveness, SOCi uses their proprietary Localized Marketing Benchmark Report to score the audited 50 top property management companies. Properties are scored on a scale of 1 to 100.

In the latest report, those companies ranking highest in localized marketing included Bozzuto Management (78), AvalonBay Communities (75), and Equity Residential (73).

Property management companies in the top 10 maintained a strong presence on local social platforms, managed their ratings and reviews effectively, and updated their local listings to appear in local search results.

Get started localized marketing

What can your properties do to make the list?

  • Claim and optimize all of your local webpages
  • Encourage residents to leave local reviews, and respond to those reviews in a personalized and timely manner
  • Engage in local conversations online, and build a connection with the local community
  • Consistency is king. Optimize ranking factors across the three big platforms—Google My Business, Facebook and Yelp

Source SOCi