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From Browser to Resident: Attracting Multifamily Property Tenants on Social Media

It’s safe to say the tenants you’re targeting have scrolled through social media channels as they woke up this morning, then again at lunch time, traffic stops, drive-thru lines, and more. They’ll continue to shift their attention back to social platforms while taking a break from work, standing in line at the grocery store, watching the news, or brushing their teeth as they prepare for bedtime. For multifamily property managers, social media channels present a can’t-miss opportunity to attract and sway your ideal tenants — if you get the tone and content mix right.   Below you’ll find six ways to make prospects feel seen, educated, inspired or entertained by your social media presence. Mix and match them often to see engagement rise.   1. Humanize your property   You may have heard the adage that people prefer to do business with people, not faceless corporations. When marketing your property, putting a human face and personality on your brick and mortar is an instant rapport builder that helps you stand out from competing properties.   Balance sterile snapshots of empty kitchens or pristine landscapes with warm faces and personal stories, featuring residents, local staff, and more.   A few ideas: Featuring a pet of the month. Resident stories or testimonials, conveying their experiences in their own words. Staff spotlight including personal quirks that make them relatable to readers (e.g., hobbies, favorite spots in the neighborhood, favorite part of their job). Light-hearted content borrowed with permission from tenants (e.g., TikToks, videos or photos shot......
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New Facebook Posting Precautions


Has your social media strategy been based on thinking that posting on Facebook would get your community seen more in News Feeds of potential renters?

Well, that strategy has been well on the decline since Facebook started favoring paid ads over organic in their algorithm.

Now, Facebook announced today (12/18/17) that "starting this week, we will begin demoting individual posts from people and Pages that use engagement bait" through the use of machine learning.

So for all of you trying to boost engagement and demonstrate an active community to prospects, be careful with your property page. Facebook will be rolling out "Page-level demotion over the course of several weeks to give publishers time to adapt and avoid inadvertently using engagement bait in their posts."

What should you do going forward? Avoid these gimmicky posts and stick closer to Facebook's recommended content that's:

  1. Meaningful
  2. Informative 
  3. Accurate
  4. Authentic

It might take some more effort than explicitly asking folks to "tag a friend who would love living here!" But in the end, if you're posting great shots of your property with engaging copy, shouldn't people do that on their own?

Good luck out there in the ever-changing digital wilderness!

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Start a Movement: Use Facebook Profile Pictures to Incite Change & Spread the Word


Regardless of which side of the aisle you stand on, it’s hard not to notice the phenomenon that’s been sweeping across Facebook over the last few days. Supporters of gay marriage rights were asked to switch their Facebook profile picture to a red equal sign to represent their support, and it’s hard to deny the visual impact that this grassroots strategy has made.

Taking cues from this movement, it’s exciting to think about the ways in which businesses could harness this same potential to incite change and spread the word. For example, companies could ask employees to change their profile pictures in support of an important event, cause, or product launch. Or property managers could encourage residents who support a particular charity or other social movement to temporarily switch their picture to spread the word.

With little time, effort, or money, you could harness this tactic on your social media platforms to lead a movement. This simple approach has created unbelievable buzz, and is a superb branding strategy that could be put to use in a number of ways, across numerous industries, and with relatively little effort.

If you’ve ever questioned if social media is effective, the proof is in the sea of red equal signs taking over Facebook.


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