From festive greetings to summertime sizzlers, seasonal marketing plays a significant role for brands in a variety of industries. And it’s no different if you’re trying to rent out units in your Build-to-Rent communities; creating content around the season can trigger positive emotional tones with renters.
But how do you go about using an effective seasonal marketing plan? In this guide, we’re bringing you all the details that you need to ensure you’re reaching renters with great marketing messages, at the right time of the year.
Why use seasonal marketing?
Some times of the year are busier than others. Annoying, maybe. But that's just how things are, especially in the rental market. The four primary seasons – along with their holidays – offer a range of challenges and benefits for companies.
Traditionally, spring and summer are the boom periods for renters moving into new homes. While the autumn and winter are somewhat quieter. Therefore, implementing seasonal marketing can supercharge your lets in the boom periods and add a much-needed boost in the quieter months.
Making seasonal trends apply to the property market
If you’re going to nail seasonal marketing, first you will need to relate your content to the, you guessed it, seasons. This is where you can play on renters’ emotions (in a good way, of course), from gearing them up to rent in the new year as they look for a new start to advertising fantastic open spaces in the summertime.
As a Build-to-Rent operator, you have plenty of tools in your arsenal to adapt your marketing to seasonal trends. Do your community’s social spaces have a roof terrace? The summer months are the best time to advertise it to renters, highlighting how they can make use of the BBQ when it’s a scorcher outside.
The colder months may just offer the perfect tone to tell renters about your cosy cinema room with a popcorn maker. It’s all about capturing the mood, and focusing on different seasons is one of the best ways to do it.
Focus on the holidays
Seasons also have their specific holidays, whether it’s Easter time in the spring of the festive season in the winter. These holidays are typically quieter times in the rental market but still offer a great opportunity to stay relevant in renters’ minds.
The holidays also give you a chance to have a bit more fun with your marketing. From running social media competitions and offering giveaways to showing your community all decked up in December, you can create a buzz with the holiday seasons.
Some Build-to-Rent communities have even used the traditionally quieter months to offer incentives, such as one month’s free renting. Whichever route you go down, make sure that you’re still busy with your marketing efforts during the holidays.
Spend time forecasting
It’s all about the data when it comes to marketing. Good data leads to smarter decisions, which powers great content. Spend some time forecasting in advance and planning your seasonal marketing campaigns so that they hit the mark when they launch.
Which months will be busier and require a more targeted push at getting renters? Which ones could be quieter but offer the chance to provide renters with lots of valuable information? Preparing in advance means you can set out your marketing strategy and give yourself the best chance to succeed.
Seasonal marketing offers you the chance to maximise efforts when it comes to leasing up units in your Build-to-Rent communities. By capturing the right moods for the time of year, you can get renters excited about moving into your homes, whether it’s spring, summer, autumn or winter.
Do you enjoy our Build-to-Rent articles? Check out our hub, where there’s a ton of content for operators. Then speak to one of our team about how Movebubble can get your homes in front of 750,000-plus verified renters.