2013 North American Properties MULT-IFAMILY LEASE UP 3
GUIDELINES / POLICIES
EXECUTIVE SUMMARY
The Social Media and Emerging Technology category represents an opportunity for North American Properties to support lease-up and retention in our multi-family portfolio through cost-effective means.
All forms of social and digital outreach are intended to engender a digital population that will fortify the physical communities that we build and operate.
86 percent of the primary target audience for our apartment communities, 30 and under, are active on social networking sites. Understanding that regular communication is key to a healthy relationship, our digital strategy allows us to:
· Engage the community
· Build brand awareness through frequency of message
· Drive more online traffic to our websites
· Attract new residents
· Generate more quality leads and conversion
· Increase loyalty
· Retain existing residents
Fan growth, interactions and impressions build frequency of message, and are a good indicator that people are interested in our properties and the experience we deliver.
This exciting opportunity creates new challenges that need to be framed and guided through effective policies, ensuring best use and maximum effectiveness.
This Multi-family Lease Up Social / Digital Roadmap and Resource Manual provides clear guidelines, parameters and strategy to master the possibilities scope associated with Social Media and Emerging Technologies.