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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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The Evolution of CRE Agents and Lead Generation on Social Platforms

The Evolution of CRE Agents and Lead Generation on Social Platforms
COFFEE IS FOR CLOSERS!  Glengarry Glen Ross was spot on for that time, cold call, cold call, cold call. When asking many CRE Agents how they choose to market themselves many say they focus on cold calling, they don’t see the value in utilizing social platforms. However, the modern-day CRE agent has so many more options to generate leads that it’s almost overwhelming.  With so many new social platforms, email programs, CRMs, referrals, cold calling, blog writing it’s almost too daunting to figure which is best for you to utilize.   Sales agents often forget about long-term lead generation, and how social platforms can impact them. The long history of outbound lead generation has proven to be successful but like any marketing tactics it’s designed to create relationships for the long term, that can easily be done on social platforms and create blogs and a good email campaign. The evolution of any business is critical to its success and CRE is quickly evolving thanks to social networks and APPS.   Most brokerages have their social platforms, email marketing campaigns, and sometimes blogs, which are all good except many companies are not showing their agents how powerful of communication tools these have become, and how they can exponentially increase their leads. I am a firm believer in an agent creating their own identity in the marketplace, and social marketing helps to create that personal.   Cold calling everyone if your community can be difficult, plus many other agents are making the same calls to the same pe......
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4 Easy Ways to Use Social Media Marketing to Find and Retain Residents

social media marketing for property managers  As a property manager, you’ve got a lot on your plate. Between managing maintenance issues, responding to residents’ requests, and coordinating tours of vacant units, you might feel like you don’t have a second to spare for social media. But social media marketing is a powerful and effective way to promote your property and acquire new residents.  If you’re interested in developing a social media marketing strategy, read on to learn how to effectively market multifamily properties on social media and which platforms you should be using.   Four steps to developing your social media marketing strategy If you’re new to social media marketing, you might not know where to start. To maximize your success, it’s best to go into it with a plan.  Follow these four steps to start marketing your property on social media: Set a goal Determine who you’re targeting Develop a content and posting plan Examine results and adjust accordingly   1. Set a goal Rather than just creating content and posting at your leisure, you need to first develop a goal. Do you want to increase your followers? Or are you more focused on improving engagement? Having a goal in mind will give your strategy purpose and serve as a roadmap for your marketing efforts.  Here are some examples of good goals to set: Gain 100 new followers in one month Generate 10 leads through social media in three months Post every day for at least three months   2. Determine who you’re targeting With your goal i......
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Leverage Social Media During Social Distancing

Since the World Health Organization (WHO) declared the spreading COVID-19 outbreak a pandemic, we’ve seen businesses and school closings, events being cancelled and in-person contact being limited. As we continue to social distance ourselves, communication, response plans and ideas on how to continue to engage with residents have likely been on your mind or already developed.   Social distancing might seem intimidating, but we are more connected than ever thanks to social media. Now is the time to take advantage of social media technology and sites like Facebook, Instagram and Twitter.   Below are some thought starters on what to communicate to current and prospective residents plus unique ways to keep engaged with residents virtually:   Communicate Transparently and Frequently - Make sure all of your social media channels are current and include information about how you're adapting to the current environment. Update your hours of operation and how residents and prospects can get in touch with staff. Be transparent and just state facts. Communicate daily,weekly or as available to address the property’s COVID-19 response,advice,policies and protocols. Include links to FAQ guides or to authorities and external organizations such as the Centers for Disease Control and Prevention (CDC), The World Health Organization (WHO), Johns Hopkins University, local governments and outbreak maps. Below are some examples of timely topics and updates to provide. ●      Office closures and impacts ●      Amenity space closures, adjustments and guidelines ●      Resident events ●      How to handle rents, renewals and other payments ●      Package handling ●      Maintenance requ......
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5 Things You're Doing Wrong When You're Trying to Lease Your Apartments

I'm sure you're doing a lot when it comes to apartment marketing. After all, no one wants to have empty units in their communities—that's potential income just sitting there. Plus, you gotta admit, it's a little spooky. 

But when it comes to marketing, there are certain missteps that people make that can lead to missed opportunities. Are you making them? I'm not here to judge (well, maybe a little). Here are some common mistakes that you should avoid when you're trying to lease up your apartments.

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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 ......
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Instagram Do's and Don't for Multifamily

Introduction Instagram has been great for keeping up-to-date with friends and your favorite celebrities (we are talking to you @shawnmendes), but it is rapidly evolving into a marketing platform for your property. Instagram makes it easy to stay top-of-mind, showcase your brand and opens a direct line of communication between you and your target audience. Lately, we have noticed a few Instagram faux pas that could be turning your followers off. We have reviewed 100’s of property management company profiles to bring you a list of the top 10 Do’s and Don’ts on Instagram.   Instagram Don'ts 1. Ignore sizing recommendations Instagram is a visual platform, so it is vital that you follow the sizing recommendations, or else your posts will appear grainy and/or won’t fit in the frame properly like the image above. We recommend using 1080×1080 pixels for regular posts and 1080×1920 pixels for stories.   2. Poor subject choices We love chili as much as the next guy, but sadly it is not a very aesthetically pleasing food, especially served in a Styrofoam bowl. When making your decisions on what to post, it is important to consider how it will look. Instead of posting a picture of the chili itself, you could opt for a picture featuring your staff holding the bowl (think: girl holding a coffee cup). Another alternative could be to post a picture of the buffet table with the crock pot lid on and mentioning the chili in the comment. This way, you can get the point......
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Rethink renter communication in today’s hyper-connected world

Electronic communication is dominating our waking hours.   According to Adobe Campaign’s third annual consumer email survey, people spend 5.4 hours every weekday checking email. Add that to the nearly two hours per day consumers spend on social networks, and that’s nearly seven-and-a-half of our 16 waking hours.   Getting consumer attention in this saturated, hyper-connected consumer environment isn’t easy. So, how can you make your messages stand out?   Data-driven personalized interactions Prospective renters are tired of having to set the same preferences and fill out the same forms over and over again in order to shop for their next home. They want to complete these tasks once and for the property managers to provide some degree of personalized interaction based on those preferences.   This expectation will be even more important when Generation Z, the next big multifamily market, reaches renting age. According to a WP Engine study, 50 percent of Gen Z consumers said they would stop visiting websites that don’t anticipate what they need, like or want.   Property managers need to utilize technology that remembers a person’s browsing history, automatically redirects a prospect to the floor plan they spent the most time on, and auto-fills their contact form or online leasing form.   Leverage advancements in social media marketing The industry has been talking about the role of social media since Facebook was a private company, which in tech time was a hundred years ago. Yet most multifamily owner/operators still aren’t leveraging social media to advance thei......
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Best Ways to Engage With Gen Z as They Enter the Housing Market

  The multifamily industry has spent countless hours the past several years diagnosing the tendencies of millennials. But just as the industry has started to understand this diverse generation, a new one is entering the market – Generation Z. Gen Zers are even more tech-savvy than their millennial predecessors and are the first generation to grow up exclusively in the digital age.   Members of Gen Z, born in 1995 or later, have never experienced a world without mobile devices—or texting. They grew up with Facebook and left the social media platform for better options. According to Forrester, 34 percent of teens think Facebook is for “old people.” Facebook doesn’t provide the customized or private experience Gen Zers expect from the brands they engage with via social media. They are more likely to use Snapchat and Instagram for their direct messaging and temporary content.   As Gen Z begins leasing apartment homes, marketers need to recognize these changes and communicate through the channels they use and in the ways they demand. Here are a few tips:   Text – Don’t Call Communication preferences continue to change across all demographics, but the text evolution is even more magnified for Gen Z. Think mobile first because, Vision Critical has found, Generation Z spends an average of 26 hours per week on their mobile devices.That means they’ll probably search for your community on their smartphone rather than on a desktop. Marketers should make certain that information about their communities is clear and mobile optimized. If Ge......
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Massive Change to Facebook Marketplace: Rentals Are Now Here

Facebook  Facebook Marketplace Rentals vs. Craigslist! ...and your ILS. Oh, and maybe even Google too.  Facebook Marketplace Rentals just happened. And it's about to get real for Craigslist first, but also Internet Listing Services (ILS). Heck, Facebook could even bite into Google's piece of the pie if users really go for it.   First, let's back up a bit. If you're an owner/property manages of a small to mid sized portfolio, then you needed to get the best return on their small marketing budget. So Craigslist, being free (and pretty clunky), was an obvious initial go-to option for many.  But Craigslist can take a lot of time, and depending on your target demographic, maybe didn’t even return that many quality leads. Then you got entangled with a pricey ILS contract. Hopefully that's doing something useful for you. And now you've heard about advertising on Google and on Facebook. But which would work better for you?  It used to be a no brainer for us.We'd pick Google for your budget first every time. That's because the difference between the two is that Facebook is "interest" based and Google is "intent" based.  Interest vs. Intent and Why it Matters If you're looking for a Mexican restaurant or a new dentist - you went to Google or Google Maps.  That's intent. (It's also making me hungry for tacos and slightly nervous to make that appointment I need) Facebook was just for expressing which movies, books, sports, etc. you loved. That’s interest. Most people who ......
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