How to Match Your Marketing Plan To Your Audience

When it comes to marketing your property, you want to be sure you are getting the right message to the right people.  You can have the best message in world, but if you are not giving it to your target audience it will not do you much good.  If you were, for example, marketing a retirement community only on twitter, you might not see many results.  If you’re going for the post college graduates, then social media might just be the key to success!  When your company is formulating a marketing strategy based around your target demographics, it is important to keep a few key points in mind :

1. Know who you want. Depending on your property’s type, location, and price range, you are going to be targeting different types of renters.  Before you can really get going on the best marketing message, you have to figure out who you want to hear it. Narrow it down by deciding what the best demographics for your property might be. On the same note, you want to steer clear of chasing away potential renters because they don’t think they will fit in.
2. Know what you want to say. Set aside some time to brainstorm with your team about what the most important message is going to be.  A fatal mistake in marketing is assuming the consumer will remember everything you are telling them. You may be familiar with the rule of Millers Magic Number.  In this rule it states that the average human brain can remember 7 plus or minus two objects in its working memory.  When publishing literature to hand out, or printing an ad, keep this in mind.  Focus on the top few items you want to present so the renters will remember what your property is all about.
3. Know how to get it to them. You can create the best marketing strategy in the world, but it means nothing when the wrong people see it.  Spend the time researching the best places to advertise for your company. If you want to reach a younger crowd, social media is a great place to start. Keep your online listings up to date in real time with products like MRI’s VaultWare. Looking for an older demographic?  A classic print ad might be your best bet to get it in the right hands.

Regardless of who you are looking to attract, or where you will find them, marketing your property is vital to its success!