According to the 2020 American Veterinary Medical Association pet ownership survey, most Americans consider their pets to be family members, and this trend will continue. For dogs, the number is expected to rise from 86% to nearly 96%, and for cats, from 80% to 84% by 2030! Not to mention, the number of multifamily properties with pets are currently more than double the number of those with kids. If a community is not pet-friendly, they lose half their potential renters. So, let’s use these numbers to our advantage and pamper these pets and make their parents (aka owners) happy.
Offer Pet Concierge:
For pet owners who spend most of their day working, a multifamily property that provides in-home services like pet sitting, dog walking, training, feeding, or grooming for dogs (and cats) is a great amenity to provide.
Negotiate Pet Care Service:
You could partner with your local VCA Animal Hospital as an amenity for residents. Some perks could include a first free wellness exam, 10% off veterinary services, and home delivery of pet food and medication.
Create a Digital Pet File:
Okay, so we know we are all tired of creating and utilizing new spreadsheets so let’s go about this a different way. Let’s ask our Leasing Consultants to work on creating a digital file on their slow days/season (perhaps Sundays or winter) of all the community pets to include their pet unit number, application, picture, favorite treat, birthdate and whatever other fun details you can think of.
Engage in Pet Experiences:
Now, with this new information at your fingertips from the digital pet file, future marketing will be super easy! You could host monthly pet birthday parties or send them their favorite snack on their special day.
Oh, and we’re not stopping there… (Be sure to check with management first) Don’t just “wow” the prospective resident with fridge treats, “wow” them by inviting them to bring their pet on the property tour and keeping treats in the model for them and stopping by all the pet friendly amenities!
The opportunities are all out there for you to grab!
Now, here are some great ways to market your pet friendliness –
Ask MMB to Include them in your Virtual Staging Images: Make sure to include a food bowl, a pet bed, or toys somewhere in the home.
Run Social Advertising Ads: Target ads to pet-owners using pet-centric photos and if your budget allows, use tools from the social platform to target this specific demographic.
BYOB: Okay so most of us have heard of “Yappy Hour”, so play on that similar concept by changing “BYOB” to “Bring Your Own Buddy” and allow prospective residents to bring their pets with them to an Open House. Be sure to spell out the acronym in all advertising to avoid any confusion. “Wink, Wink”!
Post Pictures of Pets on Social Media: Businesses that use pet photos in their content see an increase of 295% overall engagement, with an 89% increase in comments and 15% increase in likes.
Run Pet Contests: Residents and prospective residents can participate in giveaways such as a photo contest to promote awareness of your pet-friendly community.
Partner with a Pet-Influencer: You will find new reach when promoting to an area untouched by your typical efforts.
Email Pet Ad Campaigns: Create outgoing follow-up e-blasts for prospective residents that have pets and you can take it a step further by creating lease renewal e-blasts offering a pet-centric renewal offer. For example, offer a carpet clean with pet deodorizer, pet door, and/or a pet first-aid kit.
Be fun and engaging: Humorous and relatable content goes a long way in retaining customers and creating a brand people trust.
Don’t Forget: Make sure to include pets in your branding – include pets in any manner that you are able to. Include them in social media posits, your website, in your collateral, Tik Tok videos— the sky is the limit!