How to Market to Families (While Being Fair Housing Compliant)

Nearly 45 million American households are renters, with more than half supporting families.

This presents a great opportunity for PMCs to attract and retain new residents.

Here, we’ll be exploring tips designed to expand your resident base to these households and transform your business.

Ready to upgrade your community’s appeal to this growing demographic?

What Makes an Apartment Community Appealing to Families?

Families looking for a new home weigh several factors before deciding on an apartment community.

Prioritize the following to set yourself apart from local competitors:

👉Security: Well-lit parking areas, gated entrances, and courtesy patrols are top priorities. (Make sure not to specifically call out safety, rather features associated with safety such as security, gates, etc.)

👉Space and Comfort: Spacious units with multiple bedrooms and ample storage are essential for family living.

👉School District Quality: Proximity to top-rated schools can greatly influence renting decisions.

👉Noise Levels: A quiet environment is crucial for families with young children or remote workers.

👉Community Engagement: Opportunities for community events can make your community feel more like a home.

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What Amenities Should You Promote to Attract Families to Your Community?

As you focus on what draws in families, consider the amenities that can help support their day-to-day life.

These could be:

👉Outdoor Spaces: Add secure playgrounds and play spaces where children can safely play and socialize.

👉Clubhouses: Create areas for hosting social events tailored for families and children.

👉Transportation: Allow easy access to public transportation, or shuttle services to local schools or retail centers.

👉Pet-Friendly Offerings: Include pet parks and grooming stations, as pets are often seen as family.

Explore these amenities to make your community irresistible to families, and next, discover six ad strategies to further extend your reach.

6 Advertising Strategies for Reaching Families Looking for Rental Communities

Not sure how to get yourself in front of renting families?

Meet people where they are.

Prioritize marketing channels that cater to their daily routines and media habits.

1. Optimize Google Ads to Target Family-Oriented Audience

Target families with Google Ads by choosing keywords and locations that align with their search habits.

Emphasize family-friendly amenities in your ad copy, such gated entrances and proximity to top-rated schools.

For instance, a phrase like “gated community near top-rated schools' directly appeals to family-oriented apartment hunters.

2. Craft Family-Focused Ads on Facebook and Instagram

Design ads on Facebook and Instagram that resonate with family values and lifestyles.

You can highlight community features like playgrounds and event spaces that appeal to those with growing families.

💡 Tip: Feature images of families enjoying these amenities to help you connect visually.

3. Leverage Your School District

Emphasizing the quality of local schools can be the factor in families choosing where to live.

Include details about your school district in ads, noting any awards or special programs that make the schools stand out.

You can also collaborate with them to host open houses or tours that allow prospective residents to see your community firsthand.

💡 Tip: A great idea for your website is to show which school districts your community is in on a dedicated web page.

4. Harness the Power of Traditional Media

Leverage traditional media such as local newspapers, radio, and community bulletins to reach families.

These channels are great for targeting local audiences whose internet use is limited.

💡 Tip: Partner with local newspapers to feature stories on recent community development initiatives.

5. Form Local Partnerships to Boost Visibility

Have you ever thought of connecting with local businesses to increase your visibility?

These collaborations can lead to mutual promotions and provide direct access to families in the area.

Maybe partner with a nearby Staples on a 'Back-to-School Fair' with local elementary and high schools.

You could also work with family-friendly restaurants and grocery stores close to your community, organizing a 'Family Fun Night' with food tastings and cooking demos.

6. Add Relevant FAQs to Your Google Business Profile

Improve your Google Business Profile with FAQs that address common family-related inquiries,

You’ll likely see an SEO boost and help families quickly access information about your community’s amenities.

Include questions such as:

• What are the quiet hours in the community?
• Is there a playground nearby?
• What are the closest schools?
• Are pets allowed in the community?
• Are there any discounts or special offers available?
• How close is the parking to each unit?

How to Ensure Ads Are Fair Housing Compliant

Be certain your ads comply with Fair Housing laws by using inclusive language and showcasing diverse imagery.

We suggest training your marketing team on the nuances of these laws and routinely reviewing all ads to avoid legal issues.

You should also include a checklist for compliance in every marketing campaign to ensure each ad meets the standards.

Win families, grow your community.

Implement these strategies to attract and retain families, boosting your property's value and success.

Who doesn’t want a vibrant family-friendly atmosphere!?

What was your biggest takeaway from this article? Let us know by leaving a comment below!

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