MARKETING
For example , if your property is a highrise luxury apartment community located in the bustling business district of Plano , Texas , your audience might be mostly millennial professionals . Considering current demographics on social media , your property is best suited for Facebook and Instagram .
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BRAND YOURSELF
All social media platforms have a place for a profile image , and some also have a place for a cover image . If you have your apartment logo handy , you can use this for your profile image . Then , you can choose a high-quality image of your apartment building or exciting amenities to include as your cover image . Try to make these images align across platforms for uniformity .
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LIST BASIC INFORMATION
All social media platforms have a place for users to list basic information : Company Name , Location , About Us , Address , etc . Ensure you fill out all the information sections on your profiles with specific keywords .
The more information you share , the more chances you have to be indexed by Google . Besides , you want to ensure that anyone who comes across your property online knows exactly where it ’ s located and how to contact you .
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SHARE RELEVANT CONTENT
One of the first things to realize about social media is that it ’ s not a microphone for self-promotion . While there ’ s a time for that , interruptive promotion isn ’ t effective . Rather , use social media as an opportunity to be a resource , a thought leader , or a value-add for your audience .
Think of social media like a cocktail party ; you wouldn ’ t barge in , stand on a table , and talk about yourself nonstop . You would mingle with other guests , get to know them , and wait for your turn to speak . This “ Cocktail Party Approach ” is what we also call the 80 / 20 rule , in which 20 % of the conversation should focus on you while the other 80 % should be about who you ’ re talking to . Share articles , recipes , local events , restaurant openings , and quick reminders with your residents , and they ’ ll start returning for more .
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Research Your Hashtags
Including hashtags with your posts helps to categorize content for your audience . From your follower ’ s perspective , hashtags allow them to find posts relevant to their interests and interact with other social media users who share those interests .
On Instagram , users can even follow their favorite hashtags . For example , many property managers might follow the hashtag # multifamily to stay on top of the latest trends and market news .
Brainstorm words or phrases that are relevant to your multifamily property . Perhaps it ’ s “ lofts in downtown Dallas ” or “ Houston apartments with a dog park .” What is your property or multifamily business offering ? What would your target audience search specifically ?
Use these keywords highly throughout your social media profiles and bios ; include them in your social media captions when it ’ s natural . You also might want to use them in hashtags ( within the caption and not the comments ) to get users on social media to find you more easily
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DON ’ T FORGET ABOUT RESIDENT RETENTION
Social media is not about the sale ; it ’ s about engagement and customer experience . When you successfully and consistently engage with your residents online and share quality content , their byproducts are relationships , referrals , leases , and retention .
Retaining current residents is often the best approach to filling units . Your leasing team will thank you after adding extra ammo for retention ; social media is a great way to do it . When residents feel connected to an apartment community they have more motivation to renew .
Think of social media as an opportunity to delight these residents by sharing great happy hour specials , the top dog parks nearby , or community events like 5Ks , wine walks , or trivia nights .
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ENGAGE IN YOUR COMMUNITY
What ’ s going on in your neighborhood ? Are there any upcoming events that you can pass along to your residents — festivals , charity events , or new restaurant openings ? Reach www . aamdhq . org FEBRUARY 2024 TRENDS | 23