MARKET
15 Essential Social Media Strategies for Amplifying Multifamily Marketing
By Ashley Tyndall
Multifamily marketing is rapidly transforming , and social media stands at its core , pivotal in attracting and engaging residents . It ' s no secret that your residents are active across various online platforms . With the shift in marketing dynamics towards digital spaces , crafting a social media strategy that resonates with your audience is imperative . It ' s not just about having an online presence ; it ' s about creating one that vibrates with life and purpose .
Social media offers a plethora of opportunities for multifamily marketing . How can you harness the power of these vibrant platforms and communities to meet your property goals ?
Here are 15 best practices gleaned from our multifamily marketing experts over the years :
1
IDENTIFY YOUR GOALS
In our experience , many multifamily professionals are on social media , but they likely do not have set goals around their activity or track any key performance indicators ( KPIs ). For most property managers , KPIs like occupancy rate and turnover are crucial , but it ’ s important to dive deeper into how your online platforms impact those KPIs to determine campaign goals . For example , if your biggest priority is to increase apartment lease-ups , we recommend leveraging social media advertising to boost content to the right audience . one cohesive piece . Your website , social media presence , user experience , and customer experience should operate harmoniously . 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 . When you know what ’ s important to your renters , you can serve them better than anyone else .
3
PRIORITIZE HIGH-QUALITY CONTENT , NOT QUANTITY
Remember that sometimes less is more when marketing on social media . If you post too often and run out of quality content , your posts become stale , forced , and meaningless to your followers . Start with a few weekly posts and gradually increase that amount as time ( and your creativity ) allows .
4
CHOOSE YOUR PLATFORMS CAREFULLY
Not everyone uses every single social media platform . Consider the major social media platforms available , then consider your buyer persona and only make yourself present on the most popular platforms . There is no need to spread yourself too thin and create more work than necessary for your marketing or leasing team when your persona is not using all social media channels .
2
DETERMINE YOUR STRATEGY
Each part of your apartment marketing strategy should fit into
22 | TRENDS FEBRUARY 2024 www . aamdhq . org