Understanding Multifamily Marketing

Before diving into the specific strategies, it's essential to understand the basics of multifamily marketing. At its core, multifamily marketing focuses on promoting properties with more than one unit for rent. These properties can range from small duplexes to large apartment complexes.

Multifamily marketing is an essential facet of a property management company's strategy. It's all about building relationships and creating a community that prospective and current tenants want to be a part of.

Multifamily Marketing Strategies

Digital Advertising

In today's digital age, traditional marketing methods alone are no longer enough. It's essential to maintain an online presence to reach out to potential tenants effectively. Digital advertising, such as pay-per-click (PPC) advertising and search engine marketing (SEM), can greatly enhance your visibility on the internet.

Social Media Marketing

Social media platforms offer a unique and cost-effective way to reach potential tenants. You can use these platforms to showcase your properties, share positive testimonials, and engage with your community. Platforms like Facebook, Instagram, and LinkedIn have tools that make targeting your desired demographic easier than ever.

Implementing Social Media Tactics

Once you have a strategy in place, it's time to put it into action. Here are some proven tactics to get you started:

Create engaging content: Content is king in social media marketing. Share high-quality images of your properties, tenant testimonials, and behind-the-scenes glimpses of your community. Videos are particularly engaging and can be an effective way to showcase your properties and their amenities.

Leverage User-Generated Content (UGC): Encourage your current tenants to share their own experiences on social media. This not only provides fresh content but also serves as a form of word-of-mouth marketing. 

Host virtual tours: With the ongoing technological advancements, virtual tours have become a common practice in real estate marketing. It's an effective way to showcase your properties to potential tenants, especially those who might not be in the immediate vicinity.

Engage with your audience: Social media is not just about broadcasting; it's also about listening and engaging. Respond to comments and messages, ask questions, and encourage your followers to engage with your content.

Run social media ads: Platforms like Facebook and Instagram offer advanced targeting options, enabling you to reach your desired demographic effectively. Running social media ads can increase your reach and help generate more leads.

Social media marketing is an ongoing process that requires regular attention and engagement. By investing time and resources into building your social media presence, you can connect with potential tenants, enhance your brand image, and ultimately drive more business for your property management company.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a critical tool for driving traffic to your website and enhancing your online presence. SEO involves optimizing your website content, design, and usability to improve its visibility on search engines like Google. For a multifamily community, SEO involves various strategies:

Keyword Research

Keywords are the phrases or terms that users type into search engines when looking for information. Therefore, your website content should include relevant keywords associated with your business, like "apartments in [city]," "luxury condos," or "[city] townhomes."

Local SEO

Local SEO involves optimizing your website to show up in local search results. This is important because many potential tenants will search for apartments or condos within a specific area. Make sure to include your city or neighborhood in your website's content and meta tags.

On-Page SEO

On-Page SEO focuses on optimizing individual web pages to rank higher and earn more relevant traffic in search engines. This involves using your researched keywords strategically in your content, metadata, and alt tags, as well as maintaining a clean and easy-to-navigate website structure.

Email Marketing

Email marketing is a powerful tool for communicating directly with potential and current tenants. It's personal, cost-effective, and fully customizable. Here's how you can use email marketing for your multifamily community:

Newsletters

Sending out regular newsletters is a great way to keep your tenants informed about what's happening in your community. You can share news about upcoming events, maintenance updates, or even spotlight individual residents.

Promotional Emails

Promotional emails can be used to notify potential tenants about available units, rent specials, or referral programs. Ensure these emails are visually appealing and include a clear call to action.

Personalized Emails

Personalized emails can enhance the relationship with your tenants. Consider sending birthday greetings or anniversary congratulations to make them feel valued and appreciated.

Traditional Marketing

Traditional marketing strategies may seem outdated in this digital age, but they remain powerful methods for reaching a wide range of potential tenants. Below, we delve into various traditional marketing strategies that can effectively boost your multi-family community's visibility.

Direct Mail

Direct mail is one of the oldest forms of marketing, and it can still be highly effective, especially in local markets. It involves sending physical promotional materials like postcards, flyers, or brochures to potential renters in your area. You can use these materials to highlight features of your property, announce new units, or offer special promotions.

Print Advertising

Print advertising in newspapers, magazines, or community newsletters can also be a valuable tool for marketing your property. While it may not reach as broad of an audience as digital marketing, it can be particularly effective for reaching older demographics or those who prefer traditional media.

Local Newspapers

Local newspapers are an excellent avenue for reaching potential tenants in your area. Consider taking out ads in the real estate section, or writing articles about your property or the community surrounding it.

Conclusion

As the world continues to evolve, so too should your multifamily marketing strategies. By integrating digital advertising, social media marketing, SEO, content marketing, and email marketing into your strategy, you can effectively reach your target audience, keep tenants engaged, and stay ahead in this competitive industry.

If you feel like you are struggling to get the word out about your multi-family properties, consider working with ROSS Companies. With over 40 years of experience in property management, we know what it takes to get new tenants into your property. Reach out to us today to get started!

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ROSS Companies, a leader in multifamily property management, acquisition and renovation in the Mid-Atlantic region, today announced that it has assumed property management of four properties in Northeast and Southeast Washington, D.C.—Ames Street, Call Place, Foote Street and 12^th Street.  The following properties will add 135 units to ROSS’ current 7500+-unit multifamily management portfolio:

• Ames Street at Washington East, a 73unit mid-rise property in Washington, DC
• Call Place at Washington East, a 35unit mid-rise property in Washington, DC
• Foote Street at Washington East, a 15unit mid-rise property in Washington, DC
• 12^th Street at Washington East, a 12unit mid-rise property in Washington, DC

Upon takeover, ROSS Companies strategically combined the four individual apartment communities to create a family of DC communities under the umbrella brand, Washington East. ROSS launched the transition by merging each property’s operations into one and building the brand’s website and online presence from the ground up.

Situated in the eastern region of Washington, D.C., Ames Street, Call Place, Foote Street and 12^th Street offer a close-knit, serene atmosphere. Its close proximity to Capitol Hill offers residents the benefits of experiencing both city and suburban life. Washington East’s small community allows ROSS to focus on “building strong personal relationships with our residents and focusing heavily on customer satisfaction and maintaining resident retention,” said David Miskovich. Washington East offers a variety of spacious studio, one, two and three-bedroom apartments ranging from 470 to 1,333 square feet.

To learn more about Washington East, visit https://www.washingtoneastapts.com/

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ROSS Companies, a leader in multifamily property management, acquisition and renovation in the Mid-Atlantic region, today announced that it has assumed property management of BellaVista Apartments, formerly known as Longwood Manor.  The garden property will add 138 units to ROSS’ current 7500+ unit multifamily management portfolio.

In late April, ROSS Companies fully rebranded Longwood Manor to BellaVista Apartments.  The rebrand was a strategic initiative to better reposition the property within their current market and broaden its appeal.

Located in the suburbs of Woodbridge, VA, BellaVista Apartments is conveniently situated in a thriving market and unbeatable location with ongoing developments and new businesses.  The city of Woodbridge is the most renowned area in Prince William County offering residents a wide assortment of destination shopping, dining and entertainment options. The city is home to DC’s largest outlet malls and a number of scenic sites. “With the help of its rebranding and growing location, BellaVista is strongly positioned for success,” said Dave Miskovich, CEO of ROSS Companies. BellaVista offers a variety of spacious one and two-bedroom apartments ranging in size from 687 to 956 square feet.

To learn more about BellaVista, visit https://bellavistawoodbridge.com/.

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ROSS Companies, a leader in multifamily property management, acquisition and renovation in the Mid-Atlantic region, today announced that it has assumed property management of The Brittany, a high-rise property in Washington, D.C. The property will add 73 units to ROSS’ current 7500+-unit multifamily management portfolio.

In the walkable metropolitan area of Chevy Chase, DC, The Brittany is conveniently situated in a thriving market and unbeatable location with ongoing developments and new businesses all around. The Chevy Chase location offers residents access to a comfortable and exciting lifestyle with top-notch amenities and the best that the area has to offer including restaurants, transportation, shopping and more. Everything is within walking distance with work, school and play steps away. The Brittany is also located near some of Washington, DC’s best dining and nightlife options placing the property in a well-off position for attracting prospective residents. “We are confident that The Brittany is well positioned for long-term success,” said David Miskovich, CEO of ROSS Companies.

The Brittany offers spacious studio, one and two-bedroom apartments ranging from 470 to 867 feet. Some of its best features are off-street parking, parquet flooring, open floor plans, and sprawling views of Washington, DC.

To learn more about The Brittany, visit https://www.brittanydcapts.com/.

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ROSS Management Services, a leader in multifamily property management in the Mid-Atlantic region, today announced that it has placed in the Top 100 Management Companies w/ 25+ communities in the epIQ Index sponsored by Satisfacts and ApartmentRatings. ROSS ranked #15 with an A epIQ Grade and an epIG Index of 90.35

The epIQ Management Company ranking is an aggregate of the following metrics:

• Renter Ratings
• Review Volume
• Manager Review Engagement
• Manager Review Response Time

“Our highest priority is resident satisfaction. It is an honor to be recognized, not only by our industry partner, SatisFacts, but more importantly, by our residents,” said Dave Miskovich, CEO of ROSS Companies, the parent company of ROSS Management Services. “Everyone at our company – from the onsite team members up to our executive team – comes to work each day with a simple but ambitious goal: to give our residents an incomparable living experience. These awards are a powerful testament to our successful pursuit of this goal.”

ROSS Management Services partners with SatisFacts to deliver customer satisfaction surveys to its residents at various touch points during their lease term – at move-in, after every work order and prior to renewal – to determine their satisfaction with the level of service they have received.

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Led by ROSS’ Marketing department and ROSS Cares Committee, the month-long philanthropic initiative exemplified ROSS’ core values and effort towards giving back to our community. ROSS is proud to have team members that share the same value of giving back to those in need. “We are all very proud of the RMS team and their recognition that the holidays are for giving back. We are glad we could make this holiday season a bit more special for the children at Sinai Hospital and University of Maryland,” said Beth Ross, Founder and President of ROSS Companies.

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• EPIC Awards
• PACE Awards
• Maintenance Professional Awards
• Leasing Professional Awards
• Marketing and Advertising Excellence Awards

ROSS is honored to have won these five awards:

• Maintenance Professional Award/2022 Service Manager of the Year Award – Shawn Ruffin, Cheverly Station
• Leasing Professional Award – First Place, Washington, DC – Lilian Chacon, Tivoli Gardens
• Leasing Professional Award – First Place, Maryland – Carlos Guevara, Seven Springs
• Leasing Professional Award – Third Place, Washington, DC – Diana Delcid, Park Crescent
• Marketing and Advertising Excellence Award – Events – Honorable Mention – Community Outings

Our team members’ dedication to providing exceptional performance for our residents and creating value for our communities is a true representation of what ROSS is all about. ROSS is honored to see our efforts exemplified through our team members and recognized through these awards.

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BETHESDA, Md., February 25, 2022–

ROSS Management Services, a leader in multifamily property management in the Mid-Atlantic region, today announced that they have been awarded SatisFacts’ National Insite Survey Company Award for the 2021 year.

The National Resident Satisfaction Awards recognize top property management companies and communities who are dedicated to providing an outstanding resident experience. Winners are awarded for their company’s leadership and focus on customer service efforts as measured through the SatisFacts Insite program score.

In order to qualify for the award, the company must have a minimum of 100 completed surveys for all modules excluding Move Out and On Notice AND must have a minimum combined portfolio score of 4.00.

“Our highest priority is resident satisfaction. It is an honor to be recognized, not only by our industry partner, SatisFacts, but more importantly, by our residents,” said Dave Miskovich, CEO of ROSS Companies, the parent company of ROSS Management Services. “Everyone at our company – from the onsite team members up to our executive team – comes to work each day with a simple but ambitious goal: to give our residents an incomparable living experience. These awards are a powerful testament to our successful pursuit of this goal.”

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BETHESDA, Md., February 10, 2022–

ROSS Management Services, a leader in multifamily property management in the Mid-Atlantic region, today announced that ApartmentRatings has named 20 ROSS communities as Award Winners for outstanding resident satisfaction scores in 2021. This number doubled over the number of winners last year!

In order to qualify for the award, the communities had to receive an epIQ Index community grade of A- (80.00) or better and a minimum of 5 reviews in the 2021 calendar year.

At ROSS, we come to work each day with one overriding goal: to give our residents an incomparable living experience,” said Dave Miskovich, CEO of ROSS Companies, the parent company of ROSS Management Services. “We have no higher priority than resident satisfaction. We are profoundly honored by these awards and believe they are a powerful validation of our commitment to our residents.”

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BETHESDA, Md., February 9, 2022 –

ROSS Management Services, a leader in multifamily property management in the Mid-Atlantic region, today announced that three of their communities made the Elite 1% ORA Power Rankings list for 2021 published by J Turner Research’s media partner, Multifamily Executive.

• VistaView ranked #219 with an ORA score of 96
• Charlestowne North ranked #753 with an ORA score of 94
• Versailles ranked #806 with an ORA score of 94

The Power Ranking features the top 1% of the 128,000 properties that J Turner Research monitors and is determined by the Online Reputation Assessment (ORA) score, which are based on monthly online reputation research of all properties’ lifetime reviews across multiple review sites and ILSs. A property must have a minimum ORA score of 94 and have at least 20 online reviews to be included in the 2021 Elite 1% ranking.

As online reputation becomes more significant each year, ROSS is proud to have properties make the list and achieve positive reputation scores through continuous efforts in providing exceptional customer service.

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