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The Value of Highly Targeted Messaging in Multifamily


The Value of Highly Targeted Messaging in Multifamily

P eople like to feel valued - and your residents are no exception. When it comes to communication, personalized messages provide an experience that can create a long-lasting bond and establish a feeling of trust and appreciation. Sending the right message, at the right time, to the right resident or potential resident could be the difference between that person feeling valued and appreciated vs. the contrary.

Imagine you received a “Happy Birthday” card in January that didn’t include your name, your age, or didn’t take into consideration that you were born in April?  Just because the sender knows you have a birthday this year, clearly they didn’t value your relationship enough to get any of it right. On the other hand, if you're a pet owner and receive a text from your community about a local free dog-training clinic, it's safe to say that you'd appreciate the personalization in that correspondence.

When it comes to crafting valuable messages for your residents and prospects, there are a few best practices to keep in mind:

  1. What’s the message? Establish the goal of your messaging campaign? What’s the “win?” What are you needing the resident to do as a result of your messaging?
  2. Find and define your audiences: Segment your residents into clearly defined groups based on psychographic, rather than demographic, characteristics. For example, it’d be much more valuable to separate the into groups such as “has kids” vs. a group like “female” or “male.”
  3. Target your messages: Once you’ve placed your residents into groups, determine exactly what you want to communicate to each UNIQUE audience, based upon their segmentation. (EX: If you created a “family” group vs. a “business professionals group,” your messages would be catered to the psychographic lifestyles.
  4. Anatomy of a targeted message: Follow these rules in order to increase relevancy. The message should:
  • Resonate with the target audience(s)and leave a lasting impression
  • State the problem or point behind the message clearly and simply, in a way that shows, without exaggeration, that it is something which requires action
  • Propose a solution
  • Invite the resident to take specific action

If you follow the framework above, you can begin to create smaller, targeted resident audiences that are most appropriate for each message. More important, the messages themselves will be designed to essentially drive the type of reaction and action you are hoping to garner. Thus, you begin to create an interaction and relationship with each group of residents in a much more personal way. Not only will they truly appreciate the specific information you've provided, but they will feel valued by their community and love the place that they live.

At Notifii, we’ve developed our Notifii Connect platform—a community-specific communication platform which includes one-to-one resident/manager messaging and group notifications—to allow property managers to selectively send messages to single individuals as well as customized groups. This flexibility allow you to get as micro-targeted as you want with your messaging.

If you’d like to learn more about our community messaging platform—Notifii Connect—visit us at or give us a call at (888) 506-8536 and one of our experts will be happy to answer any questions.