National Multifamily Housing Council
Clearly STRATEGIC
Due to past successful campaigns spearheaded by Co-Communications – The NMHC Apartment Resident Preferences Report (2017, 2020), Disruption Report, and the Affordable Housing Toolkit, NMHC reengaged the agency to release and garner media attention around their 2022 Renter Preferences Survey Report. We saw an opportunity to elevate the council’s reputation as an industry thought leader through a comprehensive pitch campaign.
Clearly CREATIVE
We began our engagement with NMHC by conducting a day-long planning meeting with their internal team where we culled through the reams of data they had collected. We focused our analysis on identifying: (1) data that had shifted significantly since the last survey was conducted 2-years prior, (2) myth-buster data that would grab a reporter’s attention, (3) differences in renter priorities across different locations, and (4) data that was particularly timely given the report’s late October release date and the current news cycle. While we used the single news release developed to provide reporters with a succinct snapshot of the survey findings, our media outreach efforts relied heavily on tailored pitching. Representative pitch angles included: “The Top Reasons Renters Move” “The Impact of Online Reviews on Leasing Decisions” “Top Dealbreakers for [LOCATION] Renters” “Must Have Amenities for [LOCATION] Renters” “Renters Are Living a Fitness Fallacy” “Package Storage a Hot Topic During Record-Breaking Holiday Delivery Season” “Survey Shows Generational Divide on Appeal of Short-Term Rentals”
Clear RESULTS
- As we were conducting media outreach for the survey findings, we leveraged trending topics to secure additional coverage. Stories about an e-commerce surge popped up giving us an opportunity to pitch updated data points on package deliveries to renters, discussion around “digital nomads” allowed NMHC to enter the conversation with findings about renters’ support for flexible housing membership clubs, and reporters looking for tips on creating a productive work-from-home space were provided with data points on renters’ remote work schedules for context. These pitches led to additional secured coverage in community newspapers and business journals with nationwide syndication.
- To further establish NMHC as an expert among industry peers, we pitched unique editorial byline articles and ultimately secured placements highlighting key execs’ expertise and showcase the organization as a thought leader. These also communicated the message that the 2022 Renter Preferences Survey provides valuable insight for NMHC’s target audience: apartment developers and property managers.
- In total, our media outreach for NMHC’s 2022 Renter Preferences Survey led to 135 in-depth stories highlighting the data and enhancing the organization’s position as an industry leader. We secured extensive coverage from real estate trade media across the U.S. that showcased a broad range of survey data. The coverage reached an audience of more than 6.28 million over six months.
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