What If Renters Already Knew Your Community Before They Started Searching?

Most multifamily marketing focuses on reaching renters who are already looking for an apartment - paid search, ILS, and other performance channels. And while those channels are essential, they leave an important question unanswered:

What are we doing to influence renters before they start searching?

That's the question at the heart of a recent Tiff Talks Tech conversation featuring Matthew Kilmurry, Founder and CEO of Apartment Geofencing.

Don't Wait for Renters to Raise Their Hand

By the time a renter searches for an apartment, they're often comparing multiple communities offering similar amenities, floor plans, and pricing in the same format, leaving little room for your community to stand out. But imagine if your community was already familiar to them?

Maybe they saw your commercial while streaming their favorite show or noticed your property while browsing online. When they eventually begin their apartment search, your community isn't an unfamiliar name among dozens of listings.

That's the opportunity awareness marketing creates.

As Matthew explains:

"Geofencing is really one of the best levers that we have within multifamily for awareness...and it's done through location-based marketing. It allows you to get in front of potential renters before they raise their hands."

By using real-world location signals to build relevant advertising audiences, geofencing allows apartment communities to reach potential renters with precision.

And with streaming TV and digital display advertising, properties can tell their story in ways that traditional search results simply can't.

Watch: Tiff Talks Tech With Matthew Kilmurry

In this conversation, Matthew and Tiffany explore how geofencing actually works, the growing opportunity with streaming TV, common misconceptions about campaign performance, and what multifamily marketers should consider before investing.

Are We Measuring the Right Things?

One of the most interesting parts of the conversation is Matthew's perspective on measurement.

Multifamily marketers are accustomed to evaluating advertising through leads, tours, and leases. But should an awareness campaign be judged by the same metrics as something like paid search?

Matthew challenges that assumption:

" Don't compare geofencing against paid search, because they're completely different."

Awareness advertising has a different job: building familiarity, introducing a community to potential renters, and influencing consideration as their needs evolve.

That doesn't mean performance shouldn't be measured. It means the right metrics depend on what the marketing is designed to accomplish. Matthew dives in to what those metrics look like.

Understanding that distinction could change how multifamily marketers evaluate their entire marketing mix.

Brand Awareness and Performance Work Together

Performance channels shouldn't have to do all the work alone.

When prospective renters recognize your community before they begin searching, your existing marketing has an opportunity to build on that familiarity. Brand awareness helps protect your investment and makes your other channels work smarter.

The renter's decision starts long before they're ready to lease. Your marketing should, too.

Watch the full conversation above to hear Matthew's perspective on geofencing, streaming TV, measurement, and the future of multifamily marketing.

Want to reach renters before they start searching?

Discover how AptGeo helps apartment communities reach renters earlier and build awareness through geofencing!