Middle-of-funnel (MOFU) strategies in multifamily marketing aim to nurture leads who are already aware of your property and are in the consideration phase. The focus is on building trust, providing valuable information, and encouraging prospects to move closer to making a decision. Here are some key MOFU strategies:
1. Lead Nurturing through Email Campaigns
- Drip Email Campaigns: Create automated email sequences for leads who have interacted with your property (e.g., filled out a form or visited your website). Offer valuable content such as moving tips, area highlights, or upcoming availability.
- Personalized Offers: Send tailored messages based on the prospect’s actions, such as offering a virtual tour or a special move-in deal based on their preferences (e.g., pet-friendly, specific amenities).
- Case Studies & Resident Testimonials: Share stories of current residents and highlight positive experiences.
2. Virtual Tours & Property Showcases
- Live Virtual Tours: Offer personalized virtual tours where potential renters can ask questions in real-time. This helps build a connection and provides an interactive experience.
- Pre-recorded Video Tours: Send video walkthroughs of different floor plans or common areas, allowing prospects to envision living at the property.
- 3D Tours: Invest in Matterport or similar services that allow potential renters to navigate your property remotely, which gives them more in-depth insight.
3. Remarketing Ads
- Google Display Remarketing: Target people who have already visited your website or clicked on your ads. These display ads follow them around the web, reinforcing your brand.
- Facebook and Instagram Retargeting: Serve ads to users who have previously engaged with your content or visited your website. Highlight offers available apartments, or upcoming tours.
- Dynamic Retargeting: These are tailored ads based on the specific pages or floor plans the lead has viewed.
4. Social Proof & Testimonials
- Video Testimonials: Share short videos of current residents discussing why they chose your property and what they love about it.
- Resident Review Campaigns: Encourage current residents to leave positive reviews on Google, Yelp, and apartment-specific review sites.
Cherry-pick some of these reviews and share them on your website and social media to build credibility. - Social Media Engagement: Post behind-the-scenes content, resident events, and other authentic content to show community engagement. Feature places near the property and tag them to further help with engagement.
5. Webinars or Live Q&A Sessions
- Consider hosting a “Meet the Property Manager” webinar where potential renters can ask questions about the property, the application process, and availability.
- Host live Q&A sessions on Instagram or Facebook where prospects can interact in real-time with your leasing team or current residents. This is great for off-campus housing.
6. Lead Qualification & Follow-Up
- Lead Scoring: Track lead interactions such as website visits, email opens, or downloads to prioritize high-intent prospects. Follow up with personal outreach to these leads.
- Phone Calls or SMS Campaigns: Follow up with leads who have expressed interest, scheduled a tour, or shown significant engagement. Offer to schedule a visit or provide further information.
7. Exclusive Offers & Incentives
- Limited-Time Offers: To encourage prospects to move forward, offer move-in incentives such as a free month of rent, waived application fees, or discounted deposits.
- Exclusive Events for Prospects: Invite prospects to exclusive virtual or in-person open house events, allowing them to tour the property, meet the staff, and get a feel for the community.
- Referral Programs: Create referral programs for current residents, encouraging them to refer friends or family members in exchange for rewards like rent credits or gift cards.
8. Interactive Website Features
- Floor Plan Comparison Tools: Add interactive tools to your website that allow users to compare different floor plans, pricing, and availability.
- Cost Calculators: Provide tools where potential renters can calculate the total move-in costs based on rent, security deposits, and pet fees.
- Chatbots: Integrate chatbots that answer FAQs, schedule tours, or guide leads through the leasing process 24/7.
9. Local Area Guides & Lifestyle Content
- Share content highlighting the benefits of living in the surrounding area, including information on nearby schools, restaurants, parks, and entertainment options. This can be integrated into email campaigns or shared on your website and social media.
- Neighborhood Guides: Create downloadable neighborhood guides that showcase the best things to do near your property, including transit options, lifestyle features, and walkability scores. Email these to prospects; it’s a great follow-up.
10. Customer Relationship Management (CRM) System
- Utilize a CRM to track and manage leads efficiently. A good CRM helps organize your follow-ups, segment your prospects, and track communication history, ensuring you don’t miss any opportunities to move leads down the funnel.
11. Move-In Resources
- Provide potential renters with valuable resources, such as a moving checklist, information about utility setup, or guides on furnishing small spaces. This will make the moving process smoother and build goodwill.
These middle-of-funnel strategies help build relationships and trust with prospects, making them feel more comfortable and informed and hopefully committing to living on your property.
