To combat seasonality in the multifamily industry you must first understand it. The seasonal trends in the industry diverge from the conventional quarterly calendar, so it’s important to be aware of the expectations that each season brings. The good news is that the seasonality is largely predictable, so we are able to prioritize our marketing efforts accordingly.
How Leasing Velocity Shifts Throughout the Year
Before getting into the digital marketing tactics to combat seasonality, let’s look at how leasing velocity and occupancy rates vary throughout the year:
Winter: Peak Leasing Season is Approaching
Winter months are notoriously the slowest season for renting, but peak season is fast approaching.
Spring: Early Leasing Season is Here
Move-ins begin to increase significantly from February to July.
Summer: New Resident & Community Engagement
Summer brings the most move-ins and opportunities to engage your residents and the local community.
Fall: Preparing for the School Year
The renting frenzy starts to decline during Fall, hitting its lowest point in winter. But you can still take advantage of signing last-minute renters before the start of fall semesters at school.
Now that we understand the seasonality of the industry, how can we be impactful and efficient with our marketing approach?
