A Simple Shift for Next-Level Copywriting

Are you diving into the world of copywriting to lay out all the amenities and details of your community only to see lackluster results?

The issue probably isn't the quality of your writing but emphasizing the wrong benefits in your multifamily marketing.

Your residents may love living across from the shopping complex, but you keep talking about the pool in all of your marketing copy.

Or maybe you're focused on providing on-site laundry, but your current residents are all about the gym while complaining about the outdated washing machines?

The good news is copywriting is powerful and effective, and some simple tweaks can skyrocket conversion rates.

Become the Voice of Your Audience

Good copywriting starts by getting into the mindset of your audience and understanding what they care about. For example, younger markets are probably more focused on late-night neighborhood amenities. A family-focused demographic is probably attuned to area schools, parks, and greenspace in your community.

Just don't confuse the idea of voice with lots of slang.

"Think of your copywriting as if you’re talking directly to your ideal resident. What stage of life are they in? What are their pain points? What are their favorite amenities in your community?"

The more you can put yourself in the mindset of your target market; the more likely your copy will resonate and convert.

Tip💡: Craft the tone and voice of your residents by figuring out where they hang out, both offline and off. What do they like most about your communities? What websites are they frequenting? Identify their word choice and use it to your advantage.

Truth 💣: You don't need to sound exactly like your residents. The goal is to create a copy they relate to and feel like it was written specifically with them in mind.

Keep it Visual

Copywriting is more than blocks of text. In reality, your multifamily marketing should offer a visual experience that engages the reader and keeps them on your website or marketing materials. Add headers, infographics, or videos to maintain attention and high engagement.

SEM Rush says it best

There are a few resources your community marketing manager can use to get started. Canva offers done-for-you templates and visual elements to choose from. It's easy to put together flyers or graphics that you can drop into your website copy. Sites like Unsplash and Pixabay are also good resources for royalty-free, commercial-use images.

Tip💡: When people digest your copywriting visually, they can also scan through it to find the information they really want. Make sure to call out the high points like your community's amenities or location.

Truth 💣: Remember, keeping things visual doesn't require spectacular graphics. Sure, they're attention-grabbing, but so are basic headers and a few visual elements peppered into your copy.

Think About SEO (But Not Too Much)

Wondering if SEO is worth your time? (Spoiler alert: it is) According to BrightEdge,

SEO drives 1000%+ more traffic than organic social media.

SEO is a big deal if you're writing copy for the web, but you don't need to be a pro to gain some traction. At its core, SEO is about peppering in keywords for Google to understand and show in relevant searches. For example, "apartments in San Francisco" or "San Diego apartments with pools."

There's more to SEO than just copywriting, but keywords are the foundation for getting started. You should also make sure your site and graphics load quickly to a satisfying user experience. If everyone is bouncing off your site because it loads too slowly, Google will notice and stop prioritizing your website.

Tip💡: Don't go nuts with keywords. You'll turn off prospective residents with "keyword stuffing" and make your copywriting unreadable. And remember, if your marketing funnel is primarily focused on email marketing, you don’t really need keywords for Google’s sake. Just use them enough to drive the point home.

Truth 💣: Think of SEO as part of your digital copywriting strategy, but don't make it your entire strategy. Your real focus is on prospective residents, the value your content provides, and giving them the answers they're looking for.

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