Apartment Internet Marketing – Education

Educate your consumer and they will come back over and over – We see examples of this all over the place. My favorite however is Wine Library TV – dial into the 3:50 min section of this video – it is the point. You get people to this and you are on your way to what I will end this series with.

This is the second part of a five part series based on a recent emarketer survey. In part one we discussed the concept of Exclusivity. Today we discuss: Education as it relates to Apartment Internet Marketing.

I have included the chart here again for reference:

Reasons for Friending or Following Companies Through Social Media According to US Consumers, December 2009 (% of respondents)

What is Education?

Education, according to Princeton.edu is defined as; a gradual process of acquiring knowledge. From the time of birth we are taking in information, processing it, making decisions and acting. All the while we are layering information on top of information, taking in the new and purging the old to make new assumptions about the future to come. In any case, we are subject to the people and the environment we choose to hang around and participate in. There is a Dave Matthew’s song called: The Space Between. In that song Dave belts: “the space between – the tears we cry – is the laughter keeps us coming back for more – the space between – the wicked lies we tell – and hope to keep safe from the pain” I would contend that space between is called – choice. And, that choice is the byproduct of a catalyst and the result is action – all couched in education or better said, knowledge.

Value Exchange

Education would lead us to understand that the single most important catalyst in today’s business environment is garnishing a individuals attention. With no equivocation – it is the most important determinant of business success. When asking someone to give you their attention, you are asking them to give you their most precious possession – time. Ask for that attention in the way of a negative event caused by you and or your organization and expect a less than positive consequence. Ask for that attention in the way of a positive event and expect – nothing. In the Internet age this is the price of admission. In the context of apartment marketing ideas, ask for that attention in the way of educating apartment patrons and you plant the seeds necessary for true engagement.

Consumer Expectation

There is yet another thing that human beings have in common – the need for insight. Insight is often a vibrant, happy and emotionally loaded space in any person’s life. At some level we are all after it – we all want to be in-the-know. The emotion and desire is hard-wired into our system. That is to suggest that consumer’s want – innately. It’s imbued on their hearts and minds. When we apply that fact we can quickly see the overarching need to embed listening, understanding, interaction and feedback into our concept. It all adds up to meaning for the apartment patron. It all adds up to the willingness to give us their attention. As an example – people spend an average of 25 minutes per session on Facebook – why? The need for insight is being met.

Offer it and They Will Come

We see examples of this all over the internet today but my favorite is Wine Library TV – dial into the 3:50 min section of this video – it is the point. You get people to this and you are on your way to what I will end this series with.

Have a over the top and compelling end to your week – we will be back in a couple days with another installment to this series.


Author: Mike Brewer

Out to put a dent in the multifamily universe. Love compelling conversation...