Demographic Group Targeting For Multifamily Real Estate

Crafting Tailored Marketing for Demographic Groups in Apartment Community Marketing Efforts

To all our multifamily marketers out there: How well do you know your neighborhood? Do you feel like you fully understand your tenant mix? Who is your target demographic, really?

Understanding the diverse needs and preferences of different demographic segments will allow you to create compelling and relevant messages that *actually* resonate with your target audience. That’s what we intend to help you do in this blog, so if you’re a real estate marketer, bookmark this page for future use! We believe that by implementing hyper-targeted marketing strategies based on specific demographic information, multifamily marketers like yourself can attract a broader range of tenants, enhance community engagement, and ultimately drive higher occupancy rates.

When we talk about demographic targeting in marketing, we’re specifically talking about age, lifestyle, income, and other factors. Taking a demographic approach to your personas and audience messaging not only helps in addressing the unique needs of each specific market segment but also strengthens your overall brand.

In our experience as multifamily marketers, properties with well-defined demographic and persona targeting strategies can significantly improve tenant engagement and satisfaction, leading to higher occupancy rates and longer tenant retention.

Understanding Your Audience

First, let’s dig into what kind of tenants your multifamily property is suited for, as each group has distinct preferences and needs that influence their housing decisions.

• Students: Obviously, students value location above all else. Proximity to educational institutions, as well as affordability and amenities (like study areas, high-speed internet, and social spaces), matter a great deal to students. Additionally, the rise of remote learning has increased the appeal of flexible living spaces that accommodate both study and leisure.
• Singles/Roommates: Single tenants or roommate tenants tend to be younger in age and value proximity to activities, access to high-quality amenities and conveniences, and a community with similar demographics (making it easier for them to meet new people).
• Families: Families prioritize safety, good school districts, spacious living areas, and family-friendly amenities, such as playgrounds, parks, and community centers. Increasingly, families are looking for homes with outdoor spaces and proximity to recreational facilities, reflecting a desire for a balanced lifestyle.
• Seniors: Seniors look for accessible and low-maintenance homes, proximity to health care facilities, and amenities that support an active lifestyle, such as fitness centers and walking trails. There is a rising trend in the use of senior-friendly technology, such as smart home features and emergency response systems. Seniors are also increasingly seeking out communities that offer social activities and opportunities for engagement, highlighting the importance of fostering a supportive and interactive environment.

Of course, each of these categories will contain a multitude of tenant personas, based on the specific needs, wants, motivations, and deeper psychographics of the tenant. Appealing to these is where the REAL work comes in.

Crafting Tailored Marketing Messages

Developing marketing messages that resonate with each demographic group involves a nuanced approach to language, imagery, and media channels, including targeted advertising for specific groups.

• Students: For this demographic, use energetic and vibrant language, along with images that depict a lively and engaging environment. Social media platforms like Instagram and TikTok are effective for reaching this group. Highlighting amenities such as study lounges, social events, and sustainability features can capture their interest. Content that showcases the lifestyle benefits of living in the property, such as convenience and community, can also be particularly appealing.
• Singles/Roommates: For this demographic, just as for students, we recommend depicting a lively, engaging, and comfortable environment in your photography—but for this group, it may make more sense to highlight unique amenities that make the property stand out. Community events, happy hours, giveaways, and other interesting events that underscore the social benefits of your property are great ways to capture the interest of singles and roommates.
• Families: For this group, emphasize safety, community, and educational benefits in your messaging. Use imagery that showcases happy families in secure and spacious environments. Facebook and local community groups are great channels for reaching parents. Highlighting features like playgrounds, good schools, and family events can appeal to this demographic. Including testimonials from current residents can also add credibility and trustworthiness to the marketing message.
• Seniors: For seniors, use clear and straightforward language, focusing on convenience, accessibility, and wellness. Imagery should depict serene and comfortable living spaces. Traditional media, email newsletters, and Facebook are effective channels for reaching seniors. Attract their attention by highlighting such amenities as health care access, fitness programs, and social clubs. Providing detailed information about the services and support available to seniors can also help in addressing their specific concerns and needs.

Cultural Sensitivity in Using Demographics in Marketing

It goes without saying that cultural sensitivity and inclusivity are paramount in demographic targeting. Although using labels as a way to categorize diverse individuals is helpful for targeting, recognizing and respecting cultural differences ensures that marketing messages are welcoming and relevant to all potential tenants. Accomplishing this requires understanding the cultural context of the target demographic and ensuring that all marketing materials are free from biases and stereotypes.

• Do: Use inclusive and respectful language.
• Don’t: Stereotype or make assumptions about preferences.
• Do: Use relatable and authentic imagery.
• Don’t: Overlook the importance of accessibility in design and content.

Leveraging Local Insights for Brand Building

Tapping into unique neighborhood characteristics as part of establishing your property-level brand creates marketing magic. In fact, understanding the local culture, landmarks, and community dynamics allows marketers to create truly authentic and relatable content that sounds as if it was written by a local—not ChatGPT.

Participating in local events, supporting local charities, and partnering with local businesses will build trust and recognition. For example, you could sponsor a neighborhood festival or organize a community cleanup. This approach will foster a sense of belonging and loyalty—while also getting your name out there. Involvement in local schools and community groups can also enhance your property’s reputation as a supportive and integral part of the community.

In your brand marketing, it’s also important to incorporate local culture and landmarks into marketing materials that make the property feel like a natural part of the community. Highlighting nearby attractions, historical sites, and popular local businesses can create a strong connection with potential tenants. Creating content that features local stories, traditions, and events can also enhance the property’s community appeal.

Additionally, leveraging local insights effectively involves understanding the demographic composition of the neighborhood through geographic segmentation and tailoring marketing strategies accordingly. For example, a property located in an area with a high student population might focus on promoting study-friendly amenities and social events, while a property in a family-oriented neighborhood might highlight safety features and educational resources.

Let’s Build a Demographic Strategy Together

While we are top-of-funnel specialists in all things marketing, we have a unique skill set at COHN in crafting tailored marketing strategies for diverse demographics in the real estate sector. With a deep understanding of neighborhood insights and demographic preferences, COHN transforms these insights into compelling brand stories that resonate with target audiences.

Our team offers customized marketing solutions that include comprehensive planning, creative execution, and detailed evaluation. By leveraging local knowledge and industry expertise, COHN can help multifamily properties attract and retain tenants effectively. Let’s work together to create impactful and memorable marketing campaigns that drive success.