We started the Invest Florida Show podcast with the goal in mind to create a living archive of actionable, Florida-centric real estate investing information. Not only have we been able to realize our vision, but Invest Florida has grown to become an effective real estate marketing vehicle – not only for our own lead-generation, but for our guests’ businesses as well.
Podcasting has been growing in popularity over recent years and more and more professionals are realizing the potential of a podcast to extend their reach and network.
When Florida Realtor Magazine asked us to contribute to their cover story on the power of podcasts in building a professional brand, we were honored to take part.
A sense of home can be a hard thing to find in an apartment. Real estate investors holding apartment complexes or other multifamily dwellings may find marketing their properties as desirable living spaces to prove difficult in media over-saturated with ineffective advertising and marketing strategies. The rise of social media has changed the face of marketing, with web-based marketing now offering a variety of platforms to deliver your property to potential residents. Some apartment complex investors and property managers are embracing these new platforms and initiating innovative and effective marketing campaigns directed at tenants looking for something more than just another apartment.
Melissa Meredith and Ana Maria Palermo have both grasped this shift and are using social media and other creative methods of marketing to produce appealing, effective marketing solutions for their clients. Melissa Meredith, of Marketing with Mel, works and lives in Tampa’s Channelside District. Melissa applies her innovative “360 approach” to create niche marketing strategies to grow her clients’ business. Ana Maria Palermo, property manager of Channelside’s SkyHouse luxury apartment complex, has built a strong community foundation for the residents by using social media and other creative methods to market to new tenants. This episode, find out how using social media and other creative methods of marketing your apartment complex or other investment property can improve your sales or lease rates.
Engage residents and tenants in interactive community-driven events
Pool party, art classes, residents’ night, yoga, cooking classes, etc.
Provide events free-of-charge to attendees as future investment for new business
Push through social media
Post original, independent content through various platforms
Facebook; Twitter; LinkedIn; Instagram, Pinterest, etc.
Relatable content should stand out, should appeal to yourself as a consumer, capture essence of product/business
Take advantage of ‘viral media’
Post original, engaging content
Find common ground with readers, appeal to readers’ sensibilities
Comfort and Convenience
“Live, Work, Play” concept
Provide services/amenities to tenants that makes your property a comfortable, convenient home
car/bike-sharing programs (Zipcar); onsite retail spaces; cafés/bars; proximity to local attractions
For new investors, marketing to potential investment opportunities is never the easiest part or most enjoyable part of building a strong and successful investment base. Even for seasoned investors, it can be difficult to maintain a steady level of return in increasingly competitive markets. In Florida large, multi-family market areas, including Tampa and Miami have recently seen a decrease in number of closings on property transactions.
As founder the largest direct-mail marketing site in the nation YellowLetters.com, Michael Quarles is an expert in the field of marketing and with over 1000 real estate deals under his belt, he can provide invaluable insight and tips on how to market and find winning investment properties. He shares with us some tried and tested marketing strategies proven to boost number of returns on investments.
Marketing is “oxygen and water” for business
Cast a wide net: Cluster Marketing offers greater returns
Cold Calling/Cold Greeting
Direct-Mailing is an effective marketing strategy
Variety of mailings available
Yellow Letters – formatted to appear as handwritten notes
Greeting Cards – sent in line with corresponding holidays
Zip Letter – formatted to appear as government checks
Market to properties that hold sufficient equity-base
When marketing to commercial investments, use professionally drafted letters or professional ad-copy
Michael’s Tips for Successful Marketing:
Know and Employ Predictable Marketing Strategies
To find out more about the variety of direct-mail pieces available, visit: YellowLetters.com
Michael also has a blog where he offers advice and mentorship for investors who want to “stop investing passively and start investing massively!”