Animals come with a plethora of extra needs, so some realtors avoid attracting pet-owning clients. However, that’s a huge (and loyal) demographic that’s left wide open, many of whom are fed up with hefty deposits and unfair policies.
That’s why it’s a great idea to design pet-friendly property marketing materials to specifically target animal-loving customers. This way, you’ll give yourself a competitive advantage, promote a positive company culture, and get more referrals.
In this post, we’ll discuss the benefits of pet-friendly property marketing. Then, we’ll discuss five ways to design effective materials. Let’s get to it!
Is It Important to Design Pet-Friendly Marketing Materials?
When you present a property, clients need to visualize themselves living there. If you were selling a home to a couple who both drive, you’d highlight the spacious garage or driveway.
If you were presenting a property to a family, you’d draw attention to the safe neighbourhood or extra bedrooms. Even if it’s their dream home, a pet owner won’t entertain the idea if they can’t see themselves living happily with their furry friend(s).
Then, bear in mind that over 65 million households in America own at least one dog, so it’s safe to assume you’ll be selling to pet lovers more often than you think. However, you should also make an active effort to go after these customers from the start.
This is especially relevant if you want to target millennial homebuyers. Not only do millennials represent the largest share of pet owners in the U.S., but over 80 percent of them admit to viewing their pets as children.
Considering that many realtors typically don’t cater to pet-owning clients, it’s also a fantastic opportunity to differentiate yourself from the competition. And, by providing a unique positive experience, you can generate high-quality referrals.
How to Create Marketing Materials to Target Animal Lovers (5 Tips)
Now that you know why pet-friendly property marketing is important, let’s discuss how to create effective materials to target animal lovers.
1. Emphasize Pet-Friendly Property Features
The first way to appeal to pet-friendly customers is to highlight pet-specific features in your property listings.
First off, make a conscious effort to showcase secure outdoor spaces with fenced gardens and gated yards:
There could also be an opportunity to spotlight the accessibility of such spaces if there’s French or sliding doors coming off the main living area.
Dog owners spend a great deal of time walking their canine friends. So, why not make a note of the distance to parks and trails, as well as pet stores and veterinarian clinics? You’ll also want to play up designated pet areas in/around the property, such as washing stations.
2. Make Clear Pet Policies
If you rent properties to clients, it’s important to set reasonable pet policies and communicate this information clearly.
You’ll want to specify the types, breeds, size, and number of pets allowed. You’ll also need to outline all fees and deposits required, as well as the expectations for behavior.
It’s best to be transparent about this from the start, so when possible, include it within your marketing materials, notices, and rental agreements. This helps you maintain positive relationships with your animal-loving tenants and avoid conflicts down the line.
3. Leverage Pet-Themed Social Content
Social media is one of the most powerful tools at your disposal, especially when it comes to shaping your brand identity. Pet-themed content is a great way to appeal to animal lovers and boost engagement.
Many businesses that welcome pets create adorable “dog of the week” posts. However, there are several pet-specific events and holidays you can celebrate too, like National Take Your Dog to Work Day:
Or, simply commemorate well-known holidays like Easter and Christmas with a fun pet-themed graphic:
Even if you lack design skills, you can produce stunning professional-standard content using Jigglar templates.
Besides social media graphics, you can use layouts for newsletters, postcards, flyers, reports, and more. All templates are fully customizable, so you can tailor the design to match your brand identity.
4. Share Stories and Testimonials
One of the best ways to generate positive word-of-mouth and get referrals is to share real stories and testimonials from your pet-loving clients:
Do you have a tenant who struggled to find a suitable pet-friendly rental? Did you help a family find their dream home in a dog-loving community?
Testimonials can be displayed on your real estate website, or included in print/digital marketing materials. This way, you can build trust with pet owners and promote your pet-friendly culture.
5. Showcase Your Pet-Friendly Culture
Your pet-friendly attitude should be evident across all touch points of your real estate business. So here are some additional ways to showcase your pet-friendly culture:
- Offer pet-friendly amenities like wash stations, water bowls, and treat dispensers.
- Sponsor or host pet-related events and activities like parties, contests, or adoption fairs.
- Provide incentives like discounted pet deposits or pet-themed welcome packages.
- Collaborate with local businesses like pet stores, groomers, dog walkers, etc.
- Advertise your properties on pet-friendly platforms like business directories, pet trusts, and walking apps.
All things considered, you’ll be in a better position to appeal to the animal-loving market and make your real estate services stand out.
Conclusion
A huge percentage of the country loves their pets dearly. Although there are additional considerations involved, targeting the pet-loving community is a great way to gain a competitive edge and get high-quality referrals.
To recap, here are five ways to design marketing materials to appeal to animal lovers:
- Emphasize pet-friendly property features.
- Make clear pet policies.
- Leverage pet-themed social content.
- Share stories and testimonials.
- Showcase your pet-friendly culture.
The easiest way to create real estate marketing materials is to use Jigglar templates. You’ll get access to a massive library of stunning pre-made layouts which you can tailor to your unique real estate brand. Get started for free today!
