Marketing Strategy Really Matters in Real Estate

In the wild world of real estate, your marketing strategy could make all the difference between your property sitting empty or fully occupied. Doing marketing right can help you attract the right tenants you want, keep your units in high demand and ultimately get your property’s potential to soar.You want your RE investment to thrive - so treat your marketing strategy as a crucial part of your properties success. You won’t be disappointed.

Here’s some questions you should ask yourself to evaluate whether your marketing is effective - and what you can do to make sure it is.

Who is Your Desired Tenant Base

One of the first steps in marketing strategy is understanding exactly who your target tenants are. Are you renting to families, young professionals, or students? The type of tenant you’re targeting will shape many aspects of your marketing - from the design of your website, overall marketing design and vibe, to the platforms where you advertise.

Where Do Your Tenants "Hang Out"? (In Person and Online)

Just like you wouldn’t advertise an apartment in a college newspaper if you’re targeting families, you shouldn’t waste time and resources advertising on platforms your ideal tenants don’t use. Research where your tenants spend their time - both physically and online. Do they prefer browsing rental listings on specific real estate platforms? Are they active on social media platforms like Instagram, or Facebook? Or maybe they rely on word-of-mouth recommendations?

Are Your Units Marketable to Your Target Tenants?

Once you know who and where your ideal tenants are, assess if your property matches their needs. Understanding your units' size, features, and layout in relation to your target tenant's preferences will determine how you present them in your marketing materials. Are your units too small for families but perfect for single professionals? Or maybe they’re too large for students who typically want smaller, more affordable spaces?

Make sure your advertising highlights what matters most to the people you're trying to attract. And be sure to advertise amenities that appeal to your demographic, whether it’s proximity to public transport, the layout of the kitchen, or how spacious the living areas are.

Does Your Overall Marketing Give Off the Right Vibe?

You need to make sure your outgoing marketing (think website, brochures, property signs) aligns with who your ideal tenant is as these are often the first “point of contact” potential tenants will have with your property. This is your chance to create the vibe you want your property to project. A sleek, modern feel or a fun, funky vibe? It all depends on what “language” would speak loudest to your target tenants.

**What Happens If Your Marketing Strategy Isn't Hitting the Mark?

If your marketing isn’t hitting the mark, or if you’re not focusing on marketing at all, your property will likely suffer. The right tenants may not even know your property exists, or worse, they may get the wrong impression based on outdated marketing materials. The lack of effective marketing has the potential to lead to higher vacancy and lower-quality tenants who are less likely to stay long-term.

So then what?

Step Back, Reevaluate, and Strategize

If your property isn’t performing as well as you’d like, take a step back and reassess your marketing strategy. Think about your long-term goals and how they align with your tenant base. Revisit the types of tenants you're targeting, the marketing channels you're using, and how well your units meet their needs.

A well-thought-out marketing strategy is one of the most impactful tools in your real estate toolkit. It can help fill vacancies faster, attract high-quality tenants, and set your property apart in an overcrowded market. While it may take some effort upfront, the long-term benefits are well worth it.

A solid marketing strategy is truly important in real estate. If your marketing efforts aren’t working, or you don’t have a strategy in place, your property’s success will likely be compromised.

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