We’re all busy trying to fill vacancies, right? Let’s jump right into it then. These are the questions you should be asking yourself to see if your apartment digital marketing is working.
1. You may have followers, but are you getting engagement on social media?
An engaging social media post usually ends with some kind of call to action. It can be as simple as “comment below” or as complex as “like, follow and share to enter.” There are a few ways to engage through social media posts, although some require more effort than others. The easiest way to get your followers to engage with your social content is by promoting a contest. Whether you’re giving away something expensive like a TV or something simple like a Starbucks gift card, you should ask your followers to like, comment and share your post to enter. By encouraging all three actions, you get the most possible engagement out of each follower. Of course, you don’t have to give away TVs to get engagement. You can also do something simple like post a trivia question and ask people to comment their answer.
So why does engagement matter? Because engagement is a great way to measure the effectiveness of marketing to millennials. When Person A has friends who like and comment on your post, that post will show up on Person A’s feed, even if Person A doesn’t follow your page.
2. How much are you paying for each lead you generate?
Cost-per-lead is an important metric to monitor because it reveals your residential marketing ROI. You pay for marketing so you get leads to drive revenue. But do you know how much you’re paying for each lead? All you have to do is divide the cost of each marketing method by the number of leads generated directly by that method.
Here’s why digital marketing is so important: Even though digital marketing costs less than printing flyers or running a magazine ad, digital is able to reach more people than those methods and thus generate more leads.
It’s not easy to track each lead back to the marketing method that brought the lead into your leasing office, but if you can, you’ll be able to accurately measure your marketing ROI.
3. Is your website getting new visitors, and if so, where are they coming from?
It’s easy to get sucked into the idea that a high number of visitors to your website indicates success. In fact, you should be looking at the number of new visitors that find your site each month. If that number’s high, you’re doing well.
Next, try to find out where those new visitors are coming from. Is it your social media page? Organic search? If they’re coming from Google, that means your keyword optimization is working, and people are beginning to see your site in search results. If they’re coming from social media, that means your content is engaging, and its being shared so it can reach users who’ve never heard of your property.
4. Does your site have a high bounce rate, and if so, why?
Your bounce rate is the rate at which people come to your site then leave without clicking any other page. High bounce rates can be a result of ineffective homepage strategy. A good homepage should reveal just enough information so that the user is tempted to click on other pages, but not so much information that the user gets what they want and leaves.
Creating a blog page is a good way to combat a high bounce rates. It’s true, blogs are good for more than just SEO. Putting a link to your blog on your homepage gives visitors a reason to click around. Once they arrive at your blog page, they should find more links —embedded in the blog— to guide them to different parts of the site. It’s all about keeping users on your site until they convert.
Follow Threshold on social media for more creative marketing ideas for apartments, courtesy of the Anti-Vacancy Agency.