It seems like over the past five years or so, an infinite number of marketing channels have emerged. We bought pages on listing sites, then we created our own property websites.  Now web pages are generated for our property just by having a resident “check in” on Facbook or Foursquare.  Seriously!

 This makes it extremely challenging for an apartment community to have one coherent brand on the web. So what’s a marketer to do?

By Peter Lamandre, Better By Design Real Estate, Scranton, PA

“It takes many good deeds to build a good reputation, and only one bad one to lose it.” - Benjamin Franklin

We all work hard to build our reputations. I was speaking with a potential property management client yesterday, when I asked him if he had any questions about my firm. His reply was simple; “Yes, are you honest?” I chuckled and reminded him that he was a referral from one of our oldest clients. The fact of the matter is that people like to do business with those they know, like, and TRUST. In property management the TRUST part is a big piece — after all the owner of the property is basically saying here is my single biggest asset, you’re in charge; please make me lots of money.

Historically apartment communities have had a policy to ignore reviews in regards to online reputation management (ORM).   However, it is important to take the opportunity to listen— and even respond— to what residents are saying online because the conversation is happening whether you choose to participate or not.

What is ORM?

We, in the United States, have been blessed for the last fifteen plus years of enjoying essentially free internet. As a business, a company could purchase a domain for a few bucks and upload some html and the business was "in business". Initially, we had some digital islands, or groups, like Compuserve and AOL that made you purchase access to their hubs. Then Yahoo, MSN and other free hubs came around and eliminated the need to "pay to play". We started to once again enjoying free access to explore and search the internet. And then we fell in love with Google. Google over the last ten years gave us the power to quickly explore the millions then billions of websites just by adding in a few key words to a search. This search became very powerful, so powerful that Google realized their ability to "sell" keyword searches and bought out groups like DoubleClick to better understand the people that clicked through. Adwords, Google's primary revenue source, auctions keyword phrases that made sense to business for a certain dollar amount and business, realizing the opportunity, gobbled it up and started hiring companies or people to handle their new online ad spend. Well, this happy marriage between Google and business continues, but then emerged social and mobile technologies. 

During this time period, MySpace, Napster, Friendster and eventually Facebook sprung up and created social networks, or new versions of digital islands, to connect people to each other b/c of like mindedness. As you are aware, it swelled to gigantic proportions and people began to use these digital islands and not the Internet to explore and communicate their likes or wants. In addition, pretty Apple, with all its shininess, developed the iPhone, a universal interface that allows for companies, like mine, to develop applications and advertisements for businesses to better interact with either other businesses or consumers. These applications, also digital islands, gathers people and isolates them away from the internet and solely into their application. 

While all this is happening, multifamily housing marketers and executives are trying to find ways to get in front of people. They start by getting their website live. Then they pay to promote their communities on ILS's and promote through Craigslist. Then, they play with PPC on Google and realize it is important to be seen through this massive search engine. Which makes them realize that, "hey better to be on the ORGANIC search related side than the PPC sponsored ad side". So, then they hire SEO specialists to keyword their websites, set up link backs and tag their sites to get the best possible outcome from organic search. What they don't realize right away is that OTHER ILSs and competing websites are doing the same thing. Which prompts them to take advantage of BLOGGING with a blog page and go SOCIAL with their facebook pages, Twitter accounts, YouTube channels, Flickr galleries all for the attempt of getting seen and potentially engaging with a very active resident fan base. And I can tell you all this worked...until Google introduced Instant. 

Everyone seems to be experimenting with social media in some way, shape or form these days (regardless of whether you think it's working or not). But one thing that many people seem to struggle with is how to manage their brand's presence across so many different platforms.

After Jonathan Saar from the Training Factor posted their own case study sharing their successes with social media, we asked him to join us on last week's #AptChat for a discussion on the topic. As it turns out (really no surprise here), you all have great ideas and examples to share. Here are the highlights from the chat:

How do you manage the time commitment? It seems to be HUGE time sucker in our office.

• David Kotowski: If you get into the habit of checking in it becomes routine and doesn't take up much time.
• Jonathan Saar: Time and discipline go hand in hand. There must be a routine or else you are lost.
• Kim Cory: I set time aside each day just like I would reviewing reports, statements, plans, emails, etc. must make effort.
• Mike Whaling: Focus your efforts. You don't need to be on every site.
• David Kotowski: Let's face it. Your employees are ALREADY checking their personal accts and sending texts during the day. Get them involved.
• Mike Whaling: Set routines based on goals. 1 routine for monitoring sites, 1 for creating content, etc.
• Jonathan Saar: Make sure you give yourself an "off" time -- that comes from my wife :)
• Erica Campbell: Use Web analytics 2 determine what sites r converting best 4 u. Look @ referring sources of traffic & inbound links.
• Mike Whaling: Take the time to set up alerts, feeds, etc. It makes the process much easier once you get into it.
• Erica Campbell: Use RSS & automation properly & u can have some big wins w/ time. Also, believe it or not policies & procedures save time.

What social media tools do you find to be the best for managing your presence?

• David Kotowski: Google Alerts is tha jam! Whenever our name is mentioned I find out automatically through an RSS feed to Outlook.
• Sam Gainous: For our company it is Facebook along with a bit of Twitter.
• Mike Whaling: Try HootSuite or Postling. Multiple users can manage multiple sites ... all browser-based, so no downloads.
• Matt Hendrick: Twitterfeed is a good tool to automate RSS content, but use wisely (& sparingly) - & only from blogs whose content u count on.
• Sam Gainous: I use TweetDeck and HootSuite and prfer TweetDeck for monitoring our "brand"
• Ryan VanDenabeele: Our blog and facebook seem to create the best results. By results I mean traffice/leads/questions.
• Erica Campbell: Twitter doesn't even deliver a noteworthy amount of guest cards but FB does so we spend more time there & YouTube.
• David Kotowski: I recently started using @SproutSocial. I can track FB Fan Pages, Yelp reviews, and Foursquare checkins in one place.
• Mike Whaling: Most important tool for managing your presence: A smartphone. Preferably one that allows you to download apps.

What are the "top three" social sites I need to be on for my property? (And why?)

• Mike Whaling: #1 site is always your own.
• Elysa Rice: Sites properties should be on: Facebook & Yelp; should at least be monitoring Twitter & Foursquare.
• Jonathan Saar: 1- Facebook 2- Foursquare 3- Twitter
• Meredith Mobley: I think this answer will vary depending on your audience.
• Kim Cory: I believe it is all about where your audience is hanging out. Know your customers & where they are.
• Gillian Luce: Think Facebook is a safe bet 4 most demographics!
• Mike Whaling: Collect emails. Plug them into a tool like Flowtown. That will give you a good starting point.
• Rosa Green: We use mainly FB, some twitter, just starting Foursquare & Youtube. FB by far the most interaction!
• David Kotowski: Whatever 3 sites are most popular with your residents. Ask them.
• Erica Campbell: FB (clean interface, comes w analytics, no brainer), YouTube (Google Juice & analytics) & have a blog (links, traffic).
• Mike Whaling: Check out other local blogs. Start following them & leaving relevant comments. Get involved.
• Heather Kattelman: From our exp, FB generates the most interaction w/ pros/res - leasing & res retention

How do I create content that doesn't s*ck? A lot of what I see out there is lousy. I want mine to be the best.

• Frederic Guitton: The OODA loop (for observe, orient, decide, and act) This is what web analytics, SM and all marketing is all about.
• Jonathan Saar: Start with google alerts folks.
• Sarah Cooley: PRACTICE PRACTICE PRACTICE! you won't know what's good until you get out there, start creating content and see the response.
• Ryan VanDenabeele: We create content that is a value to our residents. Put yourself in their shoes. What do they like. If you don't know. Ask.
• Christian Flickinger: If you talk to me and sound like a salesman, a big douche, or a robot - you've lost my attention.
• Matt Hendrick: Decide if the "contrarian" route is for you - it can sometimes provoke more discussion than simply playing it safe.
• Mike Whaling: Check local trends on Twitter. See what's popular now, then share your own spin on those topics.
• Erica Campbell: Mix it up & get outside writers every once in while like mommy bloggers, consumers, partners etc gives new perspective.
• Resite Online: When it comes to SM content its really trial and error. Keep trying until you find topics that people react to.
• Erica Campbell: Also look in ur analytics 4 top referring keywords for suggestions and ideas.
• Mike Whaling: Comment on other local blogs, share them w/ your audience, then write a post on the topic w/ your own viewpoint.
• Heather Kattelman: We do Weekly FB Plans to help with ensuring creative & interactive content is posted on the pages.
• Rosa Green: We partner with local businesses for giveways/prizes, residents love it and its FREE!
• Ryan VanDenabeele: Humor is good. It shows people that a real person is behind the message.

How can I delegate this effectively? How can I train my staff to do this so I can focus on managing the property?

• Elysa Rice: Use a service like CoTweet or Hootsuite that allows for collaboration of team members.
• Sam Gainous: Assign staff writing assignments, get them to research for new relevant content that can B used on all your SM outlets.
• Kim Cory: Why not get them involved w/u in the 1st place. Give them freedom 2 explore & show interest & encourage them.
• Erica Campbell: Turn to the industry 4 assistance w training. Create modules, checklists & documents that can be used even w/ turnover.
• Eric Brown: Why would we ever think that apt site staff are writers, they could be, but not typical.
• Sondrah Laden: Maintain a policy on communication - avoid FH issues. HUD is watching SM.
• Heather Kattelman: Got 2B careful here - U can only give this 2 some1 that WANTS 2B the Social Voice otherwise it be really bad.
• Jonathan Saar: Make sure SM does not become the marketing teams responsibility ... collaborate.
• Gillian Luce: Gotta have someone u trust 2 speak on behalf of the brand! Someone who can interact w/the audience & is easy 2 relate 2!
• Jonathan Saar: Social media can help connect your depts and make that internal culture grow.
• Mike Whaling: Make sure you measuring the right things. If resident retention is the goal, then don't measure by # of new leases.

Good quotes and tips along the way:

• Jonathan Saar: Social media has been the main direction TTF has been using to connect with its customers and reach out to new ones.
• Matt Hendrick: Don't try to be everything to everyone. Find your audience and target them accordingly.
• Jonathan Saar: Avoid syndicating the same content across your channels (this is not a time saver)
• Mike Whaling: Focus less on the tool. Focus more on doing things that get people talking. The content will follow.

So what did we miss? What would you add? If you're struggling to find success with social media, where are you having the most trouble? If you're finding success, what tips or examples can you share with the rest of us? Thanks again to everyone who joined us for the discussion, especially Jonathan!

We received this today and felt it worth sharing.  Please share your thoughts on the findings below!

NEW NATIONAL SURVEY DATA INDICATES 93% OF RESIDENTS HAVE NEVER VISITED AN APARTMENT COMMUNITY’s SOCIAL NETWORKING PAGE

Nearly One in Four Residents (24%) Don’t Visit Social Networking Sites At All 

First impressions can either take you a long way or stop you before you’ve even passed go. And when it comes to clients (both potential business associates and potential tenants), their first impression of you may very well involve your office. While it’s not necessary to spend a ton of money creating a luxurious office setting, it is important that everything is functional and presentable. Following are some low-maintenance tips that will help you and your office put a professional first foot forward.

1. Clear signage.
Your client’s first impression of your office may well begin before he even sets foot through your front door. Make sure that your office space is clearly marked from the exterior so that customers can easily identify it and start things off on the right note.

2. Showcase yourself.
Your office is a great place to do some self-promotion. Lining your walls with professional looking photographs of some of your most appealing properties and any awards or certificates you have sends great visual cues to potential clients.

Litmus Test - Ric Campo, CEO of Camden, national REIT based in Houston, BELIEVES in litmus tests.

Camden is awaiting waves and raves. Multifamily Executives are asking for it. They're sticking their toes into the water...they just want Reviews and Communication through Social Media done RIGHT. They are seeking new ways to bridge the Consumer & Community Gap.

"Rented on of our apts recently? If so, let other renters know how you like it by rating it at http:..."

Recently I have been seeing a higher than usual number of virus infected machines.  These rogue spyware/malware Trojans that disguise themselves as security messages or attach themselves to downloads seem to be increasing. The worst among these, to me, are the ones that appear to be legitimate antispyware messages.  They announce you are "infected already" and want you to "click to agree" to be scanned immediately or purchase some instant cure.  Some of the most common names of late are Internet Security 2010 or XP Security 2010, or Antivirus Soft.  You may have heard them referred to as scareware or ransomware.

Rogue Security Software: (From Wikipedia, the free encyclopedia):  is a form of computer malware that deceives or misleads users into paying for the fake or simulated removal of malware. Rogue security software, in recent years, has become a growing and serious security threat in desktop computing. More..

   It got me wondering if we do enough to train and protect our staff against these threats.  As more companies accept social media as a means of networking and marketing, the lines between "work related internet" and "personal surfing" are suddenly gray.  Recently, One of my southern California properties emailed me to see if there was a way to "stop the ads from our antivirus program from popping up" on her computer.  Right away I knew there was a problem since we use an enterprise version of antivirus that doesn't expire.   After almost an entire day on remote support I finally was able to save it without having her send the machine to the office but it sure wasn't what I planned on spending my 8 hours on that day. Although the data may be saved, the time spent trying to clean them up is a hassle for everyone.  Sure, your IT person is probably going to be really irritated but the employee who got the virus isn't going to be looking forward to the downtime either.  You think they sat back and said..."hey, I think I'll catch a virus today"?  I think if we educate them better on what to watch out for maybe we can avoid these costly nuisances.