Multifamily Marketing: Boosting Apartment SEM And PPC Efficiency The POMCAST podcast

Multifamily Marketing: Boosting Apartment SEM and PPC Efficiency

3M ago 52:11

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In this episode of The POMCAST, Claire Shaug, COO of Premier Online Marketing, joins the conversation to share expert insights on apartment SEM (Search Engine Marketing) and PPC (Pay-Per-Click) strategies. With years of experience in multifamily digital marketing, Claire breaks down how apartment communities can optimize paid search campaigns to generate high-quality leads, maximize ad spend, and drive more leases.

Claire discusses what truly defines a high-quality lead in the apartment industry and how different lead types—phone calls, form submissions, chat interactions, and completed applications—impact conversion rates. She emphasizes the importance of tracking renter behavior, understanding the apartment search journey, and leveraging first-party data to refine targeting and improve lead-to-lease conversion.

The conversation also dives into Google’s advertising restrictions on housing, including limitations on demographic and zip code targeting, and how multifamily marketers can navigate these challenges using audience segmentation, behavioral retargeting, and cross-platform strategies with YouTube, Gmail, and Display ads.

Additional key topics include:

How to measure SEM success beyond clicks, focusing on lead engagement and lease conversions.
Seasonality in apartment marketing and how to strategically adjust ad spend throughout the year.
Aligning SEM and SEO strategies to improve search visibility, reduce CPCs, and maximize ROI.
Why brand bidding is critical to prevent competitors and ILS platforms from poaching high-intent prospects.

Claire’s insights provide a practical, data-driven approach to apartment marketing, helping property managers, marketing directors, and agencies fine-tune their digital advertising efforts to reduce wasted spend and drive more qualified renters into leases.

If you’re looking to elevate your multifamily SEM strategy, this episode is packed with actionable takeaways that will help you optimize your campaigns and stay ahead in a competitive market.

Tune in now to hear Claire Shaug’s expert advice on apartment PPC and SEM success!

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

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Chapters

1. Multifamily Marketing: Boosting Apartment SEM and PPC Efficiency (00:00:00)

2. Apartment SEM and PPC Strategy Insights (00:00:01)

3. Effective Multifamily Audience Targeting (00:07:13)

4. Strategic Audience Segmentation and Marketing Funnel (00:12:15)

5. Navigating SEM Challenges in Multifamily (00:23:22)

6. Multifamily Seasonality Trends and Strategies (00:37:05)

7. Maximizing SEM and SEO Alignment (00:43:35)

9 episodes