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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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24 Social Media Contest Ideas for Apartments that Work

24 Social Media Contest Ideas for Apartments that Work
Social media contests are a great way to increase engagement, boost your following, and share your products or services. These social media tips and contest ideas for your apartment can help take you to the next level in your social media strategy. 24 social media contest ideas for apartments: Attend our resident event and post a picture with a custom hashtag to be entered to win Answer a trivia question about your community or city  We’re raising a glass to favorite, local restaurants. Fill in the blank to be entered to win. My favorite local restaurant is:  Follow us and tag your future roommate below Balcony/ patio decorating contest Pet of the month Caption this! Best comment wins Spot the difference between 2 photos Comment with how many of something you can find in 1 photo This or that: vote for your favorite. Baking/ cooking contests – show us your Gordon Ramsay skills Photo scavenger hunt Holiday & seasonal social media contests: Show us your pet for National Puppy Day to win a gift basket from the local pet shop Use an emoji below to tell us your favorite springtime activity to be entered to win Spread some festive cheer and show us your holiday home décor Super Bowl Sunday: comment with your predicted winning score Pumpkin carving contest A pot of gold and all of the green beer your hands can hold. Use an Irish name generator and share your name below to be entered to win a 6-pack of green beer. (21+......
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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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How to Analyze 2017 Marketing and Plan for 2018

How to Analyze 2017 Marketing and Plan for 2018
  I once attended a team building event when I was with Greystar, presented by Afterburner who "teach the techniques used by elite military teams to drive accountability, increase agility and accelerate performance." The group presenting to us were a group of fighter pilots who explained a variety of topics but one hit home specifically to me. They stated that every mission they fly, before it is executed, they already have a post-flight meeting scheduled to analyze the wins and lessons learned from the mission. They explained how critical this is to the successful planning of future missions by learning how they could improve. In property management, we're in such a fast paced industry that it's difficult to slow down and assess all of the wins and opportunities at each asset, each month. However, NOT doing this is much more critical. As an RPM, I would have Property Managers present their wins and opportunities to me in front of their peers. We would discuss the ways they excelled in performance, how we could apply those wins to other communities and strategize about how to readjust our plan for the coming month to overcome any deficiencies. As 2017 comes to a close, are you dedicating time for your teams to look at their marketing plan goals they set forth at the beginning of the year and analyzing the actual year end results in detail? Are you bringing Property Managers together to review the collective performance of your marketing and see how you can improve......
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Using Twitter to Expand Your Apartment’s Social Media Marketing Plan

Using Twitter to Expand Your Apartment’s Social Media Marketing Plan

Figuring out new ways to expand and invigorate your social media marketing plan can be difficult, but if you are struggling with your marketing, the best place to look toward is the mico-blogging site twitter.

According to a recent article by the Social Media Examiner, Twitter’s audience is expanding while other sites like Facebook have already experienced a growth plateau. Millennials, the much coveted 18- to 29-year age group continue to be the biggest users of the site, and even if your product is not catered toward them, it will be eventually as the demographic ages and matures.

The Social Media Examiner also states that according to studies Twitter is expected to expand at a 5 to 10 percent a rate until 2018, when the social media site will own a 24 percent share of all internet users. Facebook, itself is still a great marketing tool to use, as evidenced by its current 71 percent share of American users, but the new age of marketing is to stay current with rising trends and cater your plan to the social media sites that you demographic uses.

Twitter may not be as large as Facebook, but what is does have is a cool factor and the ability to grow over the coming years. Apartments should consider incorporating Twitter into their social media marketing plan to fully leverage social media marketing.

 

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