We Need Better Marketing
Marketing an Apartment Rental Company
At Gaebler, we've seen what great marketing can do for a small business. But if you own an apartment rental company, exceptional marketing may well be the determining factor in your long-term survival and success.
It's difficult to pinpoint a single marketing strategy that is capable of turning around a struggling business. However, great marketing strategies share a common characteristic.
Business savvy entrepreneurs usually have a solid foundation in marketing. But to achieve your goals, there are some other things you'll also need to learn about marketing an apartment rental company.
Promotional Calendars
Uncoordinated and disjointed marketing plans tend to backfire on apartment rental companies. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
Loss Leaders
The majority of apartment rental companies understand that more customers will walk through the door if a few products are priced at less than full retail value. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of apartment rental companies, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.
Make Sure You Have a Good Business Sign
Good signage is a Business 101 concept. Despite the fact that apartment rental companies are very different from each other, signage can be used by any apartment rental company to communicate the company's value to their customers. Is your sign visible and attractive? Does it reinforce your brand and value proposition? Does your signage invite customers to take the next step or does it simply annoy them? These are the kinds of questions you'll need to ask about both exterior and interior sign elements.
Given the fact that signage in apartment rental companies has unique characteristics, avoid glossing it over as an afterthought. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.
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