Why is it that the busiest time of year is also the best time to do marketing? Because with just a little extra push, you can turn regular holiday activities into marketing opportunities.

 

PROSPECTING 

Everywhere you turn, parties are happening. Whether you’re hosting them at your clubhouse or your residents are dolling up for a company party, December is the party month. Of course, parties you hold are perfect for encouraging renewals and prospecting, but so are the parties your residents host on their own or attend. Do a little preparation now, and your current residents can become sleeper leasing agents if you just give them the tools to do so.

1. Remind them why they chose your community. Use your newsletter to highlight the amenities and services residents typically say influenced them to choose your community. The familiar often gets taken for granted, so push it to the forefront of your residents’ minds, where it’s more likely to move into casual conversation.

3. Give residents an incentive. Feature the details of your referral program prominently all around your community — in your newsletter, in flyers, on posters, even on signage and doorhangers. All that gift giving can get mighty expensive, and cash rewards or gift certificates for free dinners will look even more attractive.

 

RENEWALS

Holidays are also the time for relationship building. Positive relationships can give you a competitive edge when current residents are considering whether to renew their leases.

1. Holiday parties. You’re probably going to have one anyway, so why not do something a little extra special this year? Small appreciation gifts for residents who’ve been with your community for a long time, comments on how nice someone’s holiday display looks, and even asking someone if his or her team made it to a bowl game are all easy ways to cement your relationship with renters.

2. Holiday cards. Order these early and spend a little extra time with them. If your community is too large to include personal messages for each resident, pull out those residents who will renew their leases soon for individualized messages.

 

COMING NEXT MONTH: Holiday Marketing Made Easy! 

Do you have a great idea for using your newsletter?