Child, Please | National Apartment Association

Child, Please

I’ve noticed a few things in my 27th year. Namely, that I’m getting old.

Now, before you start rolling your (deteriorating) eyes in a “child, please” manner, let me explain. I understand that 27—in the scheme of one’s entire life—is still very young. But I also understand that this is around the time where it’s starts to feel kind of cool to play the adult card. 

When I was 25, I felt the need to lie when someone wanted me to join them for a night out on the town. Now, I don’t have “other plans”—I just don’t want to go. I’m 27, my back is starting to hurt and the only place I want to be at 10 p.m. is on my couch, rocking sweat pants and a messy librarian bun.

The bragging rights start to change, too. “I got eight hours of sleep!” is the rallying cry of my late 20-somethings. No more of this “I stayed out until 4 a.m.!”

Child, please.

There’s a lot out there that’s targeted to teens and college graduates, but savvy marketers are starting to hone in on those glorious adult years. According to multifamily consultant Lisa Trosien, presenter of Jan. 29th’s Webinar Wednesday, “More Cowbell,” one senior housing community began a “grown-ups wanted” marketing campaign to target the wise over the wild. Trosien says the campaign put a unique spin on senior housing that more companies should consider adopting.

Following are four more creative marketing ideas from Trosien’s webinar:

1. Polar vortex outreach. I hate to be one of those people who constantly talks about the weather, but it’s COLD. I know Washington, D.C., isn’t the only place on the planet suffering from brutal temperatures this winter, but it’s so cold that my hands are bleeding. Sorry if that’s graphic, but seriously…they’re bleeding.

Trosien says apartment communities can make the most of the cold spell by giving prospective residents or local businesses little gift bags full of hot apple cider and hot chocolate mixes. Marketers can also put their company’s logo on inexpensive winter gloves and hand them out to residents.

2. Branded tablet stands. For as low as 80 cents, you can have your community name and logo on plastic iPad stands. Trosien says they make perfect, inexpensive giveaways or conference swag.

3. Putting down roots. Instead of dropping off a bag of candy, Trosien suggests taking a little plant to new businesses in the neighborhood with a tag that says “we want to grow with you” or “glad you planted yourself in our neighborhood.” Let them know who you are and welcome them to the area. 

4. Spice up the signage. No more boring “out of service” signs! Instead, Trosien says try making a fun renovation sign that says, “New and improved is happening right behind this fence. (Absolutely no peeking…this means you.) Or, “To the untrained eye, they’re construction workers. (They’re new apartment artisans hard at work.)

Just make sure you keep the elevators in working order. We senior citizens can’t handle the stairs.

Learn more about Webinar Wednesdays (hosted by NAAEI, Apartment All Stars and Multifamily Insiders), and register for February 12th’s “Four Strategies to Stand-Out, Out-Perform and Out-Sell Your Competitors in 2014” today.

Lauren Boston is NAA’s Staff Writer and Manager of Public Relations. Unsurprisingly, she writes a lot—most often for units Magazine and as a weekly blogger for APTly Spoken. She enjoys making people laugh, sharing embarrassing childhood stories and being the (self-proclaimed) Voice of the Apartment Industry. She welcomes feedback, unless it’s negative (in which case, please keep it to yourself).