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• A 15-second version that grabs their attention
Use the shorter version to direct interested viewers to the longer one. This is a strategy used by others in real estate who understand how to reach Gen Z. “We’ll start with a 15-second video that links to our website, where we have a one-minute video that lives there.” That’s according to Garin Hamburger, Senior Director of National Property Management for Cushman & Wakefield. “When they are already engaged and want to learn more, they will be more inclined to watch a little bit longer of a video.”
The possibilities are endless. You could even record a much longer, five-minute video, then break it down into several short videos. All that makes for great social media content too!
6. USE A COMBINATION OF PROFESSIONAL & HOMEMADE MARKETING
Professionally created videos are ideal for highlighting your physical property. A professional videographer or photographer will capture the best angles, arrangements, lighting and editing techniques to make your property look its best.
On the other hand, homemade video clips are great for showcasing the experience renters will have in your community. Without the gloss and refinement of a pro, you can actually look more appealing. You’ll give prospects a more authentic look at your
community, which helps establish trust with your brand.
7. DO YOUR RESEARCH ON GEN Z
We’ll end this article in a place that may feel like the beginning. For quite some time, millennials have been the marketing focus for many businesses. That torch is being passed to Gen Z. They’re similar to millennials in many ways. Younger millennials — and all of Gen Z — grew up with the internet, and they’re deeply familiar with it. One way to think of it is that Gen Z is advancing trends that started with millennials.
Here are a few basic facts about Gen Z as of 2021:
• They were born between 1996-2012
• There are 67 million in the U.S.
• They’ll make up 30% of the workforce by 2023
And a few other identifying factors:
• Social media is their primary mode of communication
• Diversity and societal change matter deeply to them
• 81% aspire to be leaders in the future
Yardi Breeze is property management software designed for you. Our refreshingly simple platform puts you in charge of marketing and managing your entire portfolio, with support for residential, commercial, affordable, self storage, HOA/condo and manufactured properties. Rest easy knowing your reports are accurate with Yardi’s trusted, built-in accounting system to track your revenue and expenses. And since Breeze is in the cloud, you can work from anywhere and get fantastic support when you need it.
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APARTMENT MANAGEMENT MAGAZINE - DECEMBER 2021
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