AIM 2022 Session Recap: Build Renter Affinity Through Branding - Lessons From The World of Consumer Marketing

Renters now have more tools at their disposal than ever before...

In a session sponsored by RentPath, as renters now have more tools at their disposal than ever before to discover, assess and discuss your multifamily community, it is incumbent on multifamily marketers to find new ways to connect with and engage both prospects and existing residents. 

Brand building is no longer just the domain of luxury goods and 'direct to consumer' products, but lessons from these industries can be applied in the multifamily category.

RentPath's COO, Sean Barry, and CMO, Kathy Neumann, led a discussion with actionable tips, data driven insights and a fresh perspective on how trends in consumer marketing can be applied in our industry in the session, “Build Renter Affinity Through Branding – Lessons from The World of Consumer Marketing.”

"With the cost of just about everything increasing," Neumann said it is crucial for apartment communities to create an emotional connection with their residents, which can lead to greater retention. "

Here are more strong comments from the session:

• Using effective branding enables the property to charge a rent premium as residents recognize the brand and will choose to stay with that management company.
• When describing the community’s value proposition, “Start with the why,” Barry said, in making your points.
• Emphasize the convenience of apartment living, such as appliance repairs and general upkeep that is performed by the staff. “It’s not always the features, it’s the value,” Barry said.
• Emphasize the obvious because sometimes new renters won’t be aware of the community’s features. “Don’t think, ‘Well, everyone knows that.’ Repeat it to remind them. If your company does great things for its residents, don’t assume the new residents or the prospects will know that.”

Click here to watch the replay.

Replays are $49 each or $399 for all of them.

They are complimentary for AIM attendees for the thirty days following AIM. 

Click here for the slides.