STEP 2: DETERMINE WHERE SOCIAL
FITS INTO YOUR STRATEGY
Each part of your marketing strategy
should fit together into one cohesive piece.
Your website, social media presence, user
experience, customer experience, etc.,
should operate in harmony. After all, you
do not want to create a content sharing
calendar only to realize your blog has not
been updated in three years!
Start by thinking about your buyer
personas: their wants, needs, careers,
lifestyles, and what they look for in an
apartment community. The reason we create
personas or join conversations is so we can
get to know the people we are marketing
to. With this approach, we are building
relationships, building trust, and identifying
key marketing insights. When you know
what’s important to your renters, you can
serve them better than anyone else.
STEP 3: CREATE A MEMORABLE,
DISTINCT BRAND
Does your online presence elevate your
brand? The most distinct online presences
are the ones that adhere to a visual style
and brand.
For example, to separate our client
Preston Hollow Village from surrounding
retail competitors, we established a
distinct visual style which branded
PHV as colorful, vibrant, and dynamic.
And although today’s smart phones
have powerful cameras, professional
photography also helped elevate this brand
to a new level.
STEP 4: LOOK BEYOND YOUR
MARKETING BUDGET
While social media is certainly a viable
marketing strategy, it is also part of your
customer service strategy. The internet
allows word-of-mouth communication
to spread easier than ever, both positive
and negative. For many of our clients
in the multifamily industry, negative
commentary from residents is commonly
found online via Yelp, Twitter, and
Google business pages. Residents who are
frustrated with a property’s maintenance
issues or poor customer service often
express those feelings publicly online.
The way a multifamily property responds
will ultimately determine how a negative
comment affects your business.
WHAT YOU NEED,
WHEN YOU NEED IT,
WITH THE SERVICE
THAT YOU DESERVE
In short: make sure you are allocating
various parts of your budget accordingly.
And if you plan to take out ads on social
media, make sure you are tracking cost
per click and cost per lead to determine if
social advertising offers you a cost-effective
return on ad spend (ROAS).
DEVELOPING A STRATEGY
When it comes to developing a social
media strategy, determining what to
post is one of the easiest aspects of the
equation. We encourage our clients to
take a data-driven approach and think
holistically about where social media fits
into their larger online strategy. Who is
your buyer persona? What goals are you
trying to accomplish? How can your online
platforms help you accomplish these goals?
Once your strategy and team are aligned,
you can position your property for digital
marketing success.
Ashley Tyndall is the Director of Client Services
for Criterion.B an agency focused on branding and
inbound marketing for the commercial real estate
industry.
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FEBRUARY 2019
TRENDS | 15