Traffic for apartment ads isn’t everything.

Also, think about your ad’s conversion rate.

Because a higher conversion rate means more leads.

What can you do?

Communicate your apartment’s benefits with good sales copy

If you don’t know your apartment’s benefits, you can’t write effective ads.

So, you want to prepare before writing the ad:

  • Research potential tenants‘ needs, wants, motivations, and desires. Also, research their problems and pain points.

  • List your apartment’s benefits and features. See how they match tenants’ needs.

Features and benefits include:

  • A convenient location (e.g., walkability, close to amenities)

  • New appliances and/or energy-star-rated appliances

  • Oversized suite

  • Open concept

  • Modern design

  • A contemporary kitchen with granite countertops

  • Parking

  • Nearby highway access

  • Lots of natural light

  • Panoramic views or a nice view

  • Air conditioning

  • Affordable rent

  • Friendly neighborhood

This is a basic overview of the initial steps.

There’s more, including persuasion and psychology.

Some of it I covered in my article about how to market a unique property and my real estate copywriting article.

Consider also:

  • The rent and security deposit

  • When will the apartment be available?

  • Which utilities are included?

  • The tenant screening process

  • Your pet policy

  • Your contact information

After preparing, what’s next?

We can write the ad copy using elements of the copywriting formula AIDA (attention, interest/problem, desire, action).

I am not a fan of copywriting formulas. But it’s a good starting point when you don’t want to invest a lot of time in developing refined copywriting skills.

But for ads, this formula is a decent one.

So, the anatomy of applying the AIDA principle in a variation would be this:

  • Using an attention-grabbing headline (Attention/Hook) or high-quality visuals (e.g., photographs, virtual tours, and floor plans).

  • Describe the dream of living there, and contrast it with potential tenant problems. (Interest/Problem).

  • Adding a differentiator (interest or problem): How do your offer and yourself compare to other competing apartment rentals. Or how do you compare to your overall competition (think USP)?

  • Describing your offer and how it solves the respective problems of your potential tenants (desire).

  • Motivate them to act and contact you for an appointment, which is the call to action (action)

 

Reputation Management in Apartment Advertising (More Relevant to Developers and Investors)

Reputation management is more relevant to developers and buy-and-hold investors regarding advertising apartments.

Why?

They are usually “stuck” with the same “product” (e.g., the apartment complex) long term.

But this doesn’t mean that realtors shouldn’t do reputation management.

Then why reputation management?

Reputation directly impacts a potential renter’s or buyer’s decision. 

A good reputation can make your apartment property the most sought-after place to live.

And a poorly managed one can leave your listings gathering dust.

This is what you can do to manage your reputation in apartment advertising:

  • Ensure your advertising reflects your property accurately and positively. So make sure all the information is correct and the images are high quality.

  • Encourage satisfied tenants or buyers to leave positive reviews. Handle any negative reviews professionally and promptly. Show your prospects that you care about your tenants or buyers and that their satisfaction is your priority.

  • Regularly post and respond to comments. Also, share behind-the-scenes looks on social media. This can all help craft a positive image for your brand.

  • Be upfront about your properties, fees, and processes. An authentic and transparent approach not only builds trust, It also helps to avoid any negative reviews caused by misunderstandings or unmet expectations.

  • You want to maintain a high level of professionalism in all interactions. This includes everything from responding to inquiries promptly to resolving disputes effectively.

Apartment Advertising Performance Tracking and Analytics

I prefer a data-driven marketing approach.

And not tracking your ad campaigns is like cooking without tasting.

Measure success to see what works and adjust accordingly.

So, you want to track marketing KPIs relevant to apartment advertising:

  • The number of inquiries or form submissions (number of leads)

  • Website traffic

  • Conversion rates

  • Cost per lead

  • Return on ad spend.

You can use tools like Google Analytics and Facebook Insights for this.

To improve your campaign’s conversion rates, you must do A/B or split testing.

This means changing one element of your ad, landing page, lead capture forms, etc.

This is to create two slightly different versions and see which performs better. 

Apartment advertising, like any other, is ongoing, not set-and-forget.

Regular monitoring allows you to spot trends, catch any issues early, and pivot if necessary. 

Let the data guide you and be ready to make changes.


This article has been reviewed by our editorial team. It has been approved for publication in accordance with our editorial policy.


Tobias Schnellbacher