Boost Occupancy with Preferred Employer Outreach Marketing
How Preferred Employer Marketing Can Boost Your Lease Conversions
Why Property Managers Should Leverage Preferred Employer Marketing
In the competitive world of property management, filling vacancies quickly and efficiently is a top priority. It can also be one of the biggest headaches. Preferred employer marketing is your secret weapon you might not be using! This outreach marketing approach connects property managers with local businesses to attract qualified renters. AKA - helps you reach those occupancy goals fast!
Whether you're looking to target healthcare workers, educators, or corporate employees, forming strategic partnerships can drive high-quality leads and improve occupancy rates.
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What is Preferred Employer Marketing?
Preferred employer marketing is an apartment marketing strategy where property managers partner with local companies to offer exclusive leasing incentives to their employees. These partnerships create a win-win situation—employers get to offer a valuable benefit to their employees, while property managers get a steady stream of potential residents. (And occupancy goals that you absolutely crush!)
The Benefits of Apartment Outreach Marketing with Preferred Employers
Higher-Quality Leads: Employees of established businesses often have stable income and are looking for long-term housing.
Lower Marketing Costs: Targeted partnerships reduce the need for expensive advertising campaigns.
Stronger Community Ties: Partnering with local businesses builds goodwill and strengthens your brand within the community.
Faster Lease-Ups: Offering exclusive discounts or waived fees can create urgency and increase lease conversions.
How to Implement a Preferred Employer Marketing Strategy
1. Identify Potential Employer Partners
Start by researching large businesses in your area, such as hospitals, schools, tech firms, and manufacturing plants. These organizations often have professionals who are looking for convenient and high-quality housing options.
Quick Tip:
Create a list of the top 5 employers in your area and research their workforce demographics to determine which businesses align best with your property.
2. Create an Appealing Offer
Create an exclusive incentive for employees of your preferred employers. Here’s a few ideas:
Discounted application or admin fees
Reduced security deposits
First month’s rent free or discounted
Flexible lease terms
Quick Tip:
Make sure your offer is competitive and valuable enough to make your property stand out against other options employees may be considering. (Read on to step 3 for a fun tip on how to stand out!)
3. Reach Out to HR and Benefits Coordinators
Once you've identified potential partners, connect with their HR departments to introduce your property and explain the benefits of a preferred employer partnership. Highlight how it can make their employee benefits package more appealing at no additional cost to them.
Quick Tip:
Personalize your outreach to stand out! Outreach doesn’t have to be boring. Use some of Sprout’s PEP outreach ideas to really set yourself apart.
4. Provide Marketing Materials
Make it easy for employers to share your property with their employees by giving them digital and print materials, such as:
Flyers and brochures for breakrooms and HR offices
Email templates HR can send to employees
Social media graphics for company newsletters or intranet postings
Quick Tip:
Design high-quality marketing materials that align with the branding of the businesses you partner with to ensure a seamless and professional presentation. If you’re a Sprout member, you can use our Canva templates to quickly and easily customize marketing materials to make this step a breeze.
5. Host Special Events
Consider hosting an exclusive open house, lunch-and-learn, or property tour for employees of your preferred employers. This allows potential renters to experience the property firsthand while reinforcing the partnership.
Quick Tip:
Plan an event to engage potential renters, offering on-the-spot leasing incentives to drive immediate sign-ups.
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Preferred Employer Outreach is waiting for you inside the Membership
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First Responders
Medical Professionals
Educators
Dental Professionals
OUTREACH FLYER TEMPLATE FOR YOU
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Property Manager’s Quick Checklist To Get Started With Outreach Marketing
Make a list of the top 10 employers in your area and reach out to their HR departments this week.
Create a flyer or digital promo highlighting your preferred employer benefits.
Offer a time-sensitive incentive (e.g., “Sign a lease within 30 days and get a $500 move-in credit!”) to create urgency.
Schedule an on-site or virtual event to showcase your community to local employees.
Improve Leads & Meet Occupancy With Preferred Employer Outreach Marketing
Preferred employer marketing is a simple yet effective apartment outreach marketing idea that can significantly improve lead quality and lease conversions. By strategically partnering with local businesses, property managers can tap into a valuable network of potential renters while strengthening their presence in the community. Start implementing these outreach marketing strategies today, and watch your occupancy rates grow!
