Multifamily Trend Alert: Predictive Targeting
Have you noticed that Facebook is right on (or close to) the mark when it comes to products and services that appeal to your tastes? You begin to see ads based off of recent online searches and brand page suggestions that are similar to other brands you ‘Like’ and follow. You follow a person or brand on Twitter and receive a prompt to follow similar Twitter handles shortly thereafter. You’re leisurely perusing Pinterest and come upon a ‘Related Pin‘ amongst the content pinned by people and brands you’re following. This is Predictive Targeting at work! These prompts and suggestions aren’t based off of a simple hunch.
Predictive Targeting (also known as Behavioral Targeting or Behavioral Analytics) takes a person’s volunteered information, such as online conversations, content likes, dislikes, opinions and shopping patterns, into account to create a more customized experience online. Instead of serving up content loosely based off of what is assumed to be user interests, search engines and social sites are serving content based on real-time engagement from users, which offers more accuracy and immediacy. In fact, the trend is helping many businesses like Amazon.com run more efficiently. By studying past purchase decisions and analyzing sentiment based on ratings and reviews, the online retailer can better predict other products customers may want to purchase.
When it comes to implementing this trend in the multifamily space, think about ways you can provide a more customized experience for your prospects and residents. Implementing a mobile marketing campaign like the Text-a-Resident/Text-a-Prospect program is one of the many ways you can serve up custom, real-time information to your residents and prospects.
New features like Pinterest’s Guided Search can help steer you in the right direction when conjuring ideas for your next resident event, such as an End of Summer Pool Party!
Take a look at your Reviews tab in your Reputation Management dashboard to gauge the overall sentiment your residents have toward your community. Use that information to create a customer service experience that keeps positive reviews coming in.
Take the guesswork out of learning your customers and use behavioral analytics to market successfully to your target audience.
Story by: Ansley