How to Market to Pet Owners
Digested from Multifamily Insiders
You need to think beyond just listing your pet policies on your website if you want to attract pet owners to your community.
Sixty-eight percent of U.S. Households have a pet, according to The American Pet Products Association's 2017-2018 National Pet Owners Survey.
That means apartment operators need to think about marketing to pet owners. To start with, you need to define your pet policies on your website. With number of searches for “pet-friendly apartments near me” growing, Google is another place to advertise your openness to pets.
“We recommend including a robust set of pet-friendly keywords within a pet-friendly community’s campaign,” Rebecca Reichert wrote for Multifamily Insiders. “You can also create a set of paid search ads with pet-friendly headlines so that prospects searching for pet-friendly apartments are presented with a relevant ad. Ensuring the ad headline includes ‘pet-friendly’ also increases the chances that Google will favor the ad in pet-friendly searches, which leads to a higher search ranking.”
While Google is a good place to start, don’t forget about social media. “Carousel ads on Facebook and Instagram are a great way to present pet-friendly services and features alongside your other apartment amenities,” Reichert wrote. “You can highlight the amenity or service using a headline and an image. If pet owners make up a significant portion of your target market, you may want to use targeting options in Facebook that present your ad in front of pet owners in the rental market within the geographic radius surrounding your community.”