Enter your email address for weekly access to top multifamily blogs!

Multifamily Blogs

This is some blog description about this site

Three Questions to Ask About Your Social Advertising Strategy

Social advertising in the multifamily industry requires some unique considerations. In contrast to many other short, transactional consumer buying cycles, the consumer journey in the multifamily industry averages 90 days. However, during the extended time period that a prospect is on the market, their intention to find a community is hyper-focused.  Your multifamily community's social advertising strategy is aimed toward targeting these high-intent prospects, showing them timely ads, and quickly following up on leads. But how do you make sure your multifamily community isn't wasting time, money, or resources in your social advertising investment? Here are three questions you should be asking yourself about your social ad strategy. 1. Are you targeting the right audience? Facebook has changed how it manages data, removing the ability to target ads with demographic information like age, gender, or zip code and, instead, pushing for other companies to facilitate access to consumer data. In order to target ads to in-market customers on Facebook, some companies now work with advertising partners with access to first-party data (for more information on the difference between first- and third-party data, check out this post).  Multifamily communities who work with advertising partners with databases of first-party data are able to focus their advertising dollars and run more effective, targeted campaigns. Since first-party data comes from firsthand industry sources, social ads are targeted toward engaged prospects. Non-targeted social advertising is like throwing up a billboard - you can hope some in-market prospects will see it, but you may have also ......
Continue reading
1666 Hits
0 Comments

4 Tips to Help Your Bots Get More Done

People love the excitement of getting a new technology; however, your new tech is only as helpful as the user. We like to compare this to getting your grandma a smartphone (if you have a hip grandma this analogy doesn’t really work, but hang with us). Giving your grandma access to a smart phone seems like it would alleviate your obligatory tech support line. She is now able to do things like schedule doctor’s appointments, keep in touch with her family and friends, and look up new recipes easily. This seemingly perfect plan often times backfires. She is left more confused than ever and now you are flooded with phone calls about how to do all of these new things on her phone. The other alternative is that your grandma stuffs her phone in a drawer and continues to do things the old-fashioned way because she doesn’t understand the value it can provide. Adding a chatbot to your website or Facebook messenger can have the same effect if your prospects don’t know why or how to use it. We have come up with four quick ways to help your bots get more done. For readers who might not have a chatbot yet, you can still use these 4 tips to start more conversations between prospects and agents on Faceboook Messenger.   #1 Talk about it The easiest way to get prospects to talk to your bot is to talk about it. Make your Facebook post call-to-action a link to your new bot. &n......
Continue reading
1016 Hits
0 Comments

Property Managers, Should You Get Off Facebook?

Poor Facebook. It's been getting a bad rap nowadays, what with the news that 87 million users had their private information stolen by the political research firm Cambridge Analytica.

Continue reading
906 Hits
0 Comments

How to Leverage Free User-Generated Content for Apartment Marketing & Social Media

Creating and curating content for apartment marketing and social media can be time-consuming, costly and involve using a lot of creative capital. Many apartment communities simply do not have the resources to employ an entire marketing team, so staff often have to multitask.   Property managers are sometimes responsible for far more than just marketing; their duties can involve graphic design, social media, resident event management, lease up programs and more. Due to the multi-tasking nature of these positions, focusing a lot of time and energy on content is practically impossible. However, curating content from tenants or staff isn’t nearly as strenuous on time or resources. An article written by Bill Gates all the way back in 1996, titled Content Is King, emphasized the value of content far before Internet marketing ever took off.  Many of Gates predictions came true and content has reigned supreme in online marketing. The average Internet user consumes a large diet of content; but also produces content as well – this user-generated content is an often-overlooked area for apartment marketing content curation.   User-generated content is extremely valuable for several reasons, most importantly being that it resonates better with users and develops a better brand image. User-generated content also appears more genuine and authentic. Consider some of the following stats:   1.     Bazaarvoice found 86% of millennials say that user-generated content is a good indicator of the quality of a brand. 2.     Adweek discovered that user-generated content results in 29% higher web conversions than campaigns or w......
Continue reading
6332 Hits
0 Comments

Want to compete like a big brand? Use social ads to help you step up your game

By now you’ve probably been exposed to “social” ads. You know, the ones you see popping up in your Facebook or Instagram feeds? Maybe even on Twitter? Even if you haven’t yet taken the leap and set up or run any ads for your specific property or location, you’ve probably at least seen an ad for some sort of product or service show up on your page or newsfeed (maybe you’ve even made a purchase from an ad - I’m personally a sucker for t-shirts with cute slogans and any “baseball mom” themed items. Ha!).   But whether you’re already running ads for your company, community, product or service or still just getting educated on where to even start, these awesome tips and insights from the 2017 Multfiamily Social Media Summit should help get you on the right track:   How in the world can we use ads to compete like a big brand? Think about it this way. Nike, for example has a huge, diverse audience. Young, old, sports enthusiasts, casual athletes, sports fans, men, women, children - the list goes on and on. However, in multifamily, our target market and demographic pools are much smaller. Yes, we rent to people of all ages and with many different backgrounds and interests, but all of our prospects have one thing in common - they are looking for an apartment. They are renters. They aren't condo shoppers or homeowners (yes, sometimes they overlap, but most of the time they are solely in the market for an a......
Continue reading
2229 Hits
0 Comments

Live Video: If you aren't leveraging it, you should be (no experience required)

Live Video: If you aren't leveraging it, you should be (no experience required)
Last week, I had the privilege of attending the 2017 Multifamily Social Media Summit in Napa, California. It was three full days of nothing but “social” and this social butterfly came back armed with SO many new strategies and solutions (which I’ll totally be sharing with you - don’t worry)!   This is one of the few industry conferences that is hyper-focused on one, very specific marketing niche and I appreciated that. In the marketing world there is an awful lot of “noise.” So being able to listen to ideas and approaches that zeroed in on one of the most customer-facing components of our industry today (social), was a real pleasure.   The conference was fast-paced, with a long list of experts, many of whom came from outside the apartment and multifamily industry. With a new presenter on stage nearly every thirty minutes, the ideas were flowing and the audience could barely take notes quickly enough. The first session featured keynote speaker Joel Comm, who reminded us that Mark Zuckerberg at Facebook is “all in” when it comes to video (he’s already invested $2 billion in Oculus, one of the top virtual reality tech firms).   No matter which social platform is your favorite, you’ll want to be sure you’re in-the-know with video. Why? Because every single expert who presented at #MultifamilySMS2017 dished out data and numbers that just simply can’t be argued with. Video (especially live video) consistently sees higher engagement rates amongst followers than any other form of content. That’s pretty impressiv......
Continue reading
2233 Hits
4 Comments

If you have time to Facebook, you have time to Follow Up

One of the biggest reasons leasing professionals give for being unable to follow up with prospects as often as they should is they don't have enough time in the day. Yet everyone can agree that follow up is paramount to successful leasing. So how do we find the time for follow up? According to Facebook's CEO, Mark Zuckerberg, the average user in the US spends up to 40 minutes per day on Facebook*. Breaking up the day with 8 hours at work, 8 hours at home, and 8 hours sleeping, it stands to reason that almost 20 minutes of that Facebook time is during work hours. That's the time we needed to find! We can use those 20 minutes for follow up. Think of it this way- If you have time to Facebook, you have time to Follow Up. Breaking the Facebook habit is easier said than done. It's relatively painless to jump on your phone to check email or your property's social media, and sneak a peek at your own feed. However, as you can see, those sneak peeks add up. So here are 3 tips to break the Facebook habit and reallocate the time to follow up: 1. Remove the Facebook app from your phone. It's too easy to justify a few minutes on Facebook when all you have to do is click to open. Removing the app forces you to open a browser window and log in. If it takes more effort to log in, you will be less likely to take the time.  2. Ready your......
Continue reading
2755 Hits
2 Comments

The Newest Marketing Tool is in Our Pocket

The Newest Marketing Tool is in Our Pocket
Every so often something comes along in the Social Media realm that makes me giddy with excitement when I realize what it means for our industry.  A few years ago, I went nuts with Pinterest and using it for all things property management.   Since then, I have dabbled with a lot of other social media sites, ideas, options, and functions, but honestly, it wasn't until a few days ago that I had found that next little thing that made me swell with glee. Perhaps you've already seen it in your Facebook feed, but what I am excited about are Facebook 360 photos.   Okay, before I get too far ahead of myself, what I am specifically excited about is the fact that this can be done with your cell phone.  Yep!  What was once a thing that required a special camera, has become a thing that each and every one of us can do. So, what are Facebook 360 photos and why is it exciting?  Facebook 360 alone is a type of video that allows a viewer to see all 360 degrees of a photo/video/place simultaneously.   Now, when using your cell phone it's reduced down to a 360-degree photo that allows the user to pan/zoom and experience all of the dimensions as if they are truly in the spot the photo was taken.  It's very similar to the virtual tour that one of the industry's big ILS's provides. Ahh and that brings me to the fun property management part!......
Continue reading
2034 Hits
0 Comments

Is Your Abandoned Facebook Page Poisoning Your Prospects?

a1sx2_Thumbnail1_Facebook-likes_20160601-190911_1.JPGThere is an absolutely fascinating story hitting the news right now about an apartment community that attempted to force residents to like their Facebook Fan Page within five days through a bizarre "Facebook Addendum" taped to their doors.  The addendum also tried to ban residents from posting negative comments about the community on any public forum.  I'm not sure who thought that was going to go over well, or if it is even enforceable, but as one can imagine, rather than get the likes they wanted, they instead racked up over 800 one star reviews and has since taken down the page entirely.  We hear these stories pop up once or twice a year, and it always amazes me that they don't anticipate the backlash. UPDATE:  I received a note from a company representative that the addendum as posted was not approved by the company, but rather posted by a single person at the property without authorization.   If that weren't enough of a story, I wanted to see the fan page for myself, but since it had been taken down, the page I found was for a community with the same name but across the country.  Guess what is happening there?  Sadly enough, that page is now getting bombarded with one star reviews and negative comments on the page, even though it isn't at all related! So my first question was why is the unrelated community's page not fighting back?  Why haven't they done anything to show that it isn't......
Continue reading
4806 Hits
9 Comments

The Numbers Are In: How Facebook and Instagram Advertising Changes the Game for Apartment Marketers

social-advertising-infographic-nobranding.png  Advertising on social media is all the rage these days. In fact, it was the most talked about apartment marketing strategy at the AIM conference last week. To help multifamily professionals gain a better understanding of this marketing medium, and why it’s building so much buzz, we highlighted some impressive statistics discovered in a small sample of our Paid Social Advertising clients. Take a look at the infographic above for a quick glance at how Paid Social Advertising for apartment communities is working for other multifamily professionals. Or, for a more detailed explanation of this marketing medium’s benefits, check out the findings below. The Reach of Facebook and Instagram Advertising Our sample study shows that apartment marketers can reach more than 31,000 people each month through Facebook and Instagram advertising. Of course, these numbers were based on an ad spend of just $10 per day. The more you’re willing to spend, the more impressions you’ll receive. The Facebook and Instagram Audience Facebook and Instagram are extremely popular among Millennials, so it makes sense that 70 percent of people reached by our sample ads fell between the ages of 25 and 34. This is great news for apartment marketers, as Millennials also happen to be more interested in renting than any other age group. However, it’s important to remember that Facebook and Instagram ads have the ability to hone in on any age group you want to target. So if you’re marketing a 55+ community, you can modify your ads so that they only dis......
Continue reading
1283 Hits
0 Comments