How to Market Your Apartments in Winter

By Elise Nelson on November 12, 2017

It’s the most wonderful time of the year — unless you’re a property manager. Industries like retail, transportation, and food services thrive during these long winter months, but the property management industry isn’t so lucky.

The dreaded “slow season” for apartment leasing often sends landlords scrambling to fill their vacancies. This is mostly because, well, who wants to move into a new apartment in cold weather? Additionally, it is more convenient for people to move when schools end in spring and summer rather than in winter, according to Apartment Guide.

Property managers, you don’t have to stress too hard this off-season. Here are five ways to market your apartments and attract more renters in winter.

1. Offer discounts on winter bills and rent

Winter is a slower time for apartment rentals, but that doesn’t mean nobody is searching for a new place to live. Life can cause anyone to move unexpectedly — these renters will be looking to take advantage of the winter lag by finding apartments at a lower rate.

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Discounts are always a good incentive for drawing in new tenants. Tell renters that you will pay for their heat for the first few months or take half off rent if they sign a lease in January.

“In the lease, just make sure you cap the amount of the utility you pay to $150 or whatever,” according to BiggerPockets.

You can also offer some freebies to renters when they move in, such as gift cards to local stores or furniture in the apartment.

2. Increase your advertising

If you know you won’t be bringing many new residents in during winter, your focus should be on marketing to prepare for when it picks up again.

If you run listings on sites like Craigslist, you can renew them frequently so that they stay near the top of the page. Be sure that the post is memorable and provides all the contact information. Motivate sluggish renters to make the first move.

Post some walkthrough videos of the apartment on Facebook and provide a link to the listing. Engage in some conversations with social media followers about the apartment itself and the surrounding area, and take note of potential leads! Invest in Facebook Advertising Campaigns to reach the maximum number of users and target your specific audience.

You can also use the slow months as an opportunity to follow up on reviews of your apartment. Check Yelp, Google, and ApartmentReviews to update any old photos or data. Ask former tenants to write reviews for you. You can even offer them an incentive to do so. If you see a negative review, respond to the comments directly. Potential residents will see your eagerness to improve.

Image via Pexels.com

3. Highlight winter activities in your area

What surrounds your apartment complex that might interest residents in winter? When you advertise, be sure to point out these locations, especially if you’re targeting families. Highlight any ski lodges, ice skating rinks, winter hiking spots, or even local coffee shops.

When your tenants move in, include some coupons if possible and encourage them to visit these locations. You can even sponsor a group trip for you and your residents to enjoy winter fun together.

In addition to advertising on social media, ask business owners if you can post flyers and brochures in their establishment. You may also be able to promote yourself for a day by setting up a table with free hot chocolate and speak to some potential renters in person.

4. Plan some family-friendly winter events

Embrace the holidays and support family time with some promotional winter events. Invite current residents, prospective residents, or really anyone in your community. Use the opportunity to bond with tenants and talk up your vacant apartments.

Host a holiday dinner — be sure its inclusive to all winter holidays — and invite guests to bring their own dishes if they’d like. Plan a New Year’s resolution fitness program if your complex has a gym. Gather some prizes and hold a snowman-building competition by the front of your apartments for current residents.

Image via Pexels.com

Post pictures of your events on social media and tag your apartment complex’s location! Your winter spirit will be appreciated, especially by families with younger children.

5. Collaborate with other businesses

Build relationships with local employers and they’ll be willing to cross-promote.

Ask business owners to recommend your apartment complex to new employees looking for a place close to their work. In turn, you can offer discounted rent or utilities to their employees.

Keep an eye on your local business journal. New businesses will no doubt be hiring employees from other locations, and they’ll need a place to live. These new businesses should become part of your target audience.

Support local small shops and restaurants by including gift cards or coupons in welcome packages for new residents.

It’s going to be a cold winter that might seem never-ending, but with the right tactics you’ll make it through without sitting on empty apartments.

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