Apartment Blog

While we typically write about For Rent Media Solutions’ various products and/or initiatives, we tend to stick with what is ‘in’ right now. Search engine strategies, social media, videos, text messaging, etc. But there is an important area of traditional marketing that we have yet to expand on. It is actually very vital to the overall success of our brand imaging. And that is the trade shows that we attend and sponsor. For Rent Media Solutions has participated in trade shows for over twenty years! In fact, we’ve been represented at tradeshows sponsored by the National Apartment Association (NAA), America’s leading advocate for quality rental housing, for the past nineteen years.Trade shows are a successful tool used by companies to showcase, advertise, connect and grow. According to Forrester Consulting Services for America Business Media, 60.9% of marketers considered face-to-face exhibiting as the best means to effectively build brand image. And 62.9% also indicated that in-person events are considered to be the best tactic to generate qualified leads.  That is exactly why For Rent Media Solutions exhibits/sponsors these events, to build our brand image, form relationships, network, and generate potential leads. However, our current economy has added some challenges.

It is no secret that face-to-face events are among the most expensive platforms to advertise. And given the fact that budgets are constantly being scrutinized, selecting trade shows that will provide the best ROI is the way companies will decide. We are not immune to the financial obstacles in this economy; therefore, we are forming a strategic plan to help us maximize our resources.

Erin Zarate, Marketing Manager with For Rent Media Solutions, executes all of our trade shows.  One of her job functions when planning these events is to come up with creative solutions to keep us under budget. “Strategic spending is important at these events,” said Zarate. One of the ways her team has managed to do that is by having their inventory be repurposed for multiple shows. “It gives a consistent look and feel for our brand while also saving us money.” Another tactic she employs is to reevaluate our spending on products and/or client appreciation parties to see how we can get more ‘bang for our buck’, or partnering with other vendors.

As mentioned previously, generating leads is another key component of attending trade shows. Networking at a trade show allows you to meet people you might not have looked for or encountered otherwise.  Which is why having a thorough follow up plan is necessary to track the return on investment for attending.  For Rent Media Solutions exerts every effort post show to track new business opportunities.

Even in the digital world we live in, there is a nice added touch about a personal interaction with a company. It allows attendees to get a feel for the attitude of a company and the kind of people who work for it. Another focus For Rent Media Solutions has is to really reconnect with current clients.  We all get caught up in responsibilities and sometimes aren’t able to make the time to properly invest in the current relationships we have. This also gives us an opportunity to educate our clients about what we’re doing as a company to better fit their needs.

Respondents from the previously discussed survey indicated that benefits from attending trade shows were building/expanding relationships (41%) and lead generation (42%). So while the current fiscal year may call for some innovative thinking, opting out of this valuable medium can potentially have a negative effect on your brand. Even though there are constraints, For Rent Media Solutions will continue to view trade shows as a necessary avenue to market ourselves as well as connect with our current & perspective clients.

Many of us heard Hyundai’s story in which they promised to let owners get rid of their vehicle should they lose their job. The auto company was acutely aware that people were afraid to make big purchases. So Hyundai announced it’s Assurance Program at the beginning of 2009, a pledge to let people return new vehicle purchases within the first year of ownership without penalty should they lose their source of income.  This incentive apparently worked as Hyundai rebounded from a 48 percent sales drop to a 14 percent sales increase in that time frame according to AutoTropolis.com.

While having that security on your newly purchased car is comforting, should you lose your job your biggest worry would be a place of residency! Rest assured there is a program called Lay-off Proof Lease which provides 60 days of rent-free living if you lose your job.  And after that time, if you don’t find a new job you may cancel your lease without penalty. Can you imagine that? If you lose your job and you live in an apartment community that is a participating property, you can live rent free for 60 days (restrictions do apply).  Bet you’re wondering what properties near you are participating properties, huh?

Well, that is easy to find! If you go onto ForRent.com and click on the search page you will see in the middle of the page ‘Search for Apartments by Name’, click on ‘Property Management Companies’. If you type in ‘Goldberg Co., Inc.‘, you will find a list of apartment communities that are participating properties in Ohio such as Granda Gardens Apartments in Cleveland and Settler’s Landing in Streetsboro. Are you looking for an apartment in North Carolina? Legacy Crossroads in Carry or Legacy North Hills and Barrington Place in Raleigh, North Carolina offer the lay-off proof lease.  How about Florida? Apartment communities include Cypress Grand and Westwood Reserve at Citrus Park in Tampa.  How about if you’re living in Texas and want to find an apartment community offering this incentive? Don’t worry, Toscana at Sonterra Apartments in San Antonio will take care of you!

Goldberg Co., Inc. prides itself on having a level of maintenance and management that is unparalleled in the real estate industry.  The apartment residents and office tenants are proud to be in some of the most attractive buildings and surrounded with the most up-to-date facilities and highest quality on-site management.

During these economic times, uncertainty is guaranteed.  There are very few people whose job is 100% recession proof, so having an apartment community that understands should a situation arise is very reassuring.  Weathering this economic storm would certainly be easier with more companies taking on this incentive.

We’ve posted an article previously with ‘Ten Tips for Advertising during Tough Economic Times’. And today I stumbled upon an article from the Wall Street Journal circling the same suggestion we provided; which is for companies to ‘provide perks’ for their customers. This is something we’d like to elaborate more on as it’s very current for today’s market. As I’m sure many property managers know the nationwide vacancy rates are increasing. In fact, according to research collected from Reis, apartment vacancy rates rose to their highest in more than 3 years-greater than 6%-in the third quarter of 2008. While most companies are looking to abandon ship on items such as advertising, the successful companies know better. So what else can property managers do in order to ensure lower vacancy rates at their communities? Again, we go back to the ‘provide perks’ tip.

Renters are smart. There is a plethora of information on the internet about how renters have control now. And everyone knows that turnover in the multi-family housing industry is costly. So keeping renters that are stable and dependable is highly desirable.

So what perks would your company be able to provide? The most popular choice for renters is going to be rent discounts! “There isn’t the job growth necessary to sustain a high demand for rentals and they [property managers and owners alike] have to be much more realistic” about price, said Daniel Baum, chief operating officer of the Real Estate Group. Offer rent discounts for residents that opt to stay in a longer lease.  And beware of the ‘shopper’ renter. These renters will do their research and seek out similar apartments in your neighborhood for less money. Be prepared to show how your community stacks up, or match the competitors pricing.

Another perk to offer would be services for next to nothing or free! (Everyone loves the word FREE) Does your community charge for additional amenities, such as spa usage, renting the club house or the use of a garage? Or how about upgrading on renters appliances? You could even sell the fact you’re installing energy star appliances to save them more money on monthly utilities!

And finally while property managers/owners have to pay bills too, we all need to be a little more flexible. In this state of the economy people are taking pay cuts or worse, loosing their jobs. So if a resident contacts you regarding the rent being a few days late, or a possible payment plan, weigh your options. If this renter has a steady track record, then be willing to discuss alternatives.

Times are tough, but everyone-property managers/owners and renters alike-have to survive. So finding a balance between what each side can financially do is going to be the way to weather this current economic storm.

Detroit is the largest city in Michigan. It is well known as the world traditional automotive center-”Detroit” is a metonym for American automobile industry.[1] Located on the Detroit River, Detroit is a major port city in the Midwest.

Detroit is one of 13 American cities that has teams represented in all four major sports: Detroit Pistons (NBA), Detroit Tigers (MLB), Detroit Lions (NFL) and Detroit Red Wings (NHL).

Did You Know?

How the city got its nickname Motown? It’s because live music is very prominent in the city. Two venues very well known are DTE Energy Music Theatre and The Palace of Auburn Hills. The city has a rich musical heritage and has contributed to a number of different genres over the decades. 

Detroit’s job market is seeing an increase in certain industries, such as: health care, leisure and hospitality; which support the demand for Apartments. More positive items to note is that rents won’t be increasing dramatically over last year, making the median around $772.[2]  To find Apartments in Detroit, search on ForRent.com.

Colleges/Universities in Detroit, Michigan:

Detroit is home to several high education institutions such as: Wayne State University, University of Detroit Mercy and more! On our site you’ll find apartment for rent near Colleges/Universities in Michigan.

Hot Spots:

And if you’re already residing in the great city of Detroit, be sure and check out the Top 5 recommended bars in Downtown Detroit from After 5 Detroit. In order from number one to number five are: Centaur, Cass Café, Corktown Tavern, Vivo’s and Detroit’s own Hard Rock Café.

Economic times have many businesses thinking twice before they spend their money. However, numerous studies, going back as far as the Great Depression, have shown that maintaining or increasing advertising during tough economic times yields greater results than advertising during good times. According to a recently released article titled, “Advertising in a Recession: In Chaos Lies Opportunity,” advertisers who can maintain or increase their advertising investment will see a greater impact in their advertising. During the recession of the early ’80s, research shows that firms that maintained or increased ad spending during those tough economic times enjoyed significantly higher sales growth, both during the recession and for the next three years versus those that eliminated or decreased advertising.

“In the middle of difficulty lies opportunity”- Albert Einstein

Below you will find ten helpful tips for advertising during tough economic times.

1.      Maintain Quality Customer Service

Current and previous customers are your most valuable asset when the economy’s in a bad place. They already know, like, and trust your business. You can avoid the usual sales and marketing costs to introduce them to your business. Instead of chasing new customers, target the ones you’ve already got. Customer service is even more important in challenging times.

2.      Gain Market Share at Your Competitors’ Expense

During the last recession, McDonald’s almost tripled their advertising campaign at a time when their competitors, namely Burger King, were cutting back. So even though this may seem counter-intuitive, tough economic times may be the time to increase your marketing.

3.      Increase Your Visibility

Consumers don’t stop buying during tough economic times. They may become more selective, but they are still going to buy-most likely from a brand they know. The more visible you are, the more confident your customers and prospects become. By reminding them of your stability and staying power, they will put more trust in your business.

4.      Create Synergy Among Marketing Mediums

Utilize all of your offline and online marketing tools and create synergy between mediums. Enhance your print with text messaging and use streaming video to create a better user experience online. An integrated marketing approach helps to create an overall communication strategy for your target market.

5.      Maximize Your Print Advertising with Mobile Marketing

This can deliver highly personalized and useful information when and where it’s needed. By including a For Rent Magazine^® text messaging keyword on your print or outdoor advertising, you’re allowing prospective renters to reach you 24/7. According to Mobile Marketing Association, 69% of U.S. mobile subscribers use text messaging, with 44% texting daily or weekly. Mobile marketing is on the rise and consumers are conveniently searching for apartments and jobs via mobile Web sites and PDAs.

6.      Enhance Your Internet Marketing with Streaming Video

ForRent.com’s Community Theater^TM video package is an effective Internet marketing alternative allowing you to cost effectively reach hundreds of thousands of prospective renters with our video syndication network. Streaming video has a proven track record to be a successful brand-building medium that has increasingly effective and measurable results. According to comScore Media Metrix, Americans viewed more than 11.4 billion videos for a total duration of 558 million hours during the month of July 2008. 

7.      Build Closer Relationships

The mantra, “It’s not what you know but who you know,” will become more important in tough economic times. Online social networks allow you to actively engage with consumers and deliver messages that are relevant to their changing needs. According to eMarkerter.com, 44% of U.S. consumers used social networking sites at least once a month in 2008. Customers will be looking for those businesses that are still actively engaging with them.

8.      Integrate Community Theater Videos Into Your Social Media Profiles

Through social media, new relationships can be formed between brands, businesses, and consumers which will outlive the economic downturn. Get involved in communities and social networks where your customers are already engaged. Post your Community Theater videos on your apartment community social media profiles such as MySpace^®, Facebook, Twitter and YouTube^TM.

9.      Leverage E-mail Marketing

E-mail marketing will gain market share because marketers can tie them to sales. Use your ForRent.com Community Theater video and send an ePostcard to prospective renters that filled out a guest card on ForRent.com. ForRent.com’s Community E-mailer also allows you to create and send a personalized brochure via E-mail. The power and reach of email has become a must for businesses. It is easy and provides direct interaction with your customers.

10.  Provide Perks

Providing perks to existing customers is good for brand loyalty and can help you achieve brand differentiation. Providing perks to new customers can also provide a leading edge over your competition when it comes to catching the attention of first time customers.  Some example perks are move-in coupons, waiving application fees, rent specials, movie coupons, gas gift cards and more!

Jacksonville is located in the northeast region of Florida, approximately one hour from St. Augustine and two hours from Daytona Beach. Jacksonville is well known for its Jacksonville Naval Station, which was a part of the BRAC Commission (Base Realignment and Closure).

An interesting fact about Jacksonville is that the St. Johns River runs through the entire city and is over a mile wide, with numerous bridges to get into the city over the river.  And of course, Jacksonville is home to the Jacksonville Jaguars, the National Football League team, that play at Alltel Stadium.

If you’re looking for a career in healthcare insurance, Jacksonville is the place for you!  It houses corporate headquarters for Blue Cross & Blue Shield and HealthKeepers. To search for jobs in the Jacksonville, Florida area you can visit ForRent.com. According to Forbes.com, Jacksonville made the list at #18 for the top 40 cities for job growth. Jacksonville also made the list of top 40 best cities for singles.

Jacksonville Apartments:

The apartment market in Jacksonville will continue to have renter demand as there is continued job growth and business development. That, coupled with the city’s skilled and educated work force, makes it a desirable place to reside. As if employment growth and entertainment attractions weren’t enough to bring in residents, the overwhelming support of animals may be enough to entice you. Apartment communities throughout the city are extremely pet-friendly.  It is typical for apartments to allow a variety of breeds and weight, as well as offering facilities for animals to play. View apartments in Jacksonville, FL on ForRent.com.

And true to Florida’s reputation there are great beaches for locals and tourists alike. Jacksonville Beach, Neptune Beach, Atlantic Beach and Ponte Vedra Beach are all located within a ten mile radius. Note: Ponte Vedra Beach is where the Players Championship Golf Tournament takes place.

So if you’re considering relocation, Jacksonville, FL should definitely be on your list of places to explore. With the appeal of Florida’s beaches, the increasing job growth and many other attractions, you’re sure to find your perfect home!

Get more information and search tips on Jacksonville Apartments, or view all Apartments for Rent in Jacksonville, FL.