MARKETING
The more information you share , the more chances you have to be indexed by Google . Besides , you want to make sure that anyone who comes across your property online knows exactly where it ’ s located and how to contact you .
7 . 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 valueadd 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 coming back for more .
8 . 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 that are 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 Denver ” or “ Lone Tree apartments with a dog park .” What is your property or multifamily business offering ? What would your target audience search specifically ?
Use these keywords at a high density throughout your social media profiles and bios ; include them in your social media captions when it ’ s natural to do so . 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
9 . 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 , and 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 .
10 . 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 ,
" Keep in mind that sometimes less is more when it comes to marketing on social media ."
new restaurants opening ? Reach out to the surrounding community to start building relationships with local businesses . It can be a symbiotic relationship for future events , promotions , or partnerships .
11 . Respond to All Online Reviews
Renters are looking and residents are talking about you online . Online reviews can be a scary thing for property managers ; an open-source of commentary about your property . However , observation is a great source for marketing insight .
Encourage Yelp reviews regularly , rather than waiting for an angry resident to speak up . Filter through the delighted and disgruntled residents with an eye for improvement . Always remember to listen , learn , monitor , and respond . www . aamdhq . org SEPTEMBER 2022 TRENDS | 33