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Top 10 Mistakes Apartment Managers make on Social Media

Top 10 Mistakes Apartment Managers make on Social Media
Having over 20 years of experience managing apartment communities and starting my own business focusing on managing social media for the apartment industry has helped me identify the top mistakes our property managers make when running their own social media campaigns. Not consistently posting on social media – This should not be confused with “you should post multiple times a day on social media.”  I recommend posting 5-7 times per week because studies have shown this to be the sweet spot.  All those posts don’t have to be your original posts.  Share local events/news from other top media outlets in your city.  Think about what would interest YOU.  Posting videos of vacant apartments that are available are great, but no more than one per week.  The majority of your ‘likes’ are from your residents, what would cause them to engage with a post? No one is in charge of social – Partnering with a company to manage your social media is always a good investment, but along with that, each Property Manager should designate someone on their team as the Social Media Manager.  I’ve learned over the years if it’s “everybody’s job” then it means “it’s nobody’s job” because no one can be held accountable. Using social media as a message board – Property managers shouldn’t only post on social media about resident events/communications.  It creates a negative first impression when someone reviews your social media while considering to move there.  All they see are notices about rent being due, dogs need to be picked up after, vehicle......
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Communicating with Prospective Renters in an Email-light World

In the words of one-hit wonder 10cc, “Communication is the problem to the answer.” We’ve gone from dispatching handwritten letters to typing emails; from exchanging text messages to publicly posting tiny, 10-second videos of ourselves wearing digitally affixed dog ears. More ways than ever to communicate and yet getting our message into the right hands for the right response is more difficult than ever.   Since our communication channels are in constant evolution, marketers are continually  refocusing efforts on reaching both prospective and existing renters – particularly the younger millennials (the group born between 1977 and 1995) and Generation Z’ers (the group born between 1995 and 2014).  These generations are checking their email--if they even have email--less often, and they find it to be an outdated method of communication. In fact, you probably won’t find Gen Z’ers – the world’s first generation of true digital natives – looking anywhere other than at a smartphone.   While millennials have already been yielding significant spending influence within the apartment market, Gen Z’ers are beginning to trickle into the workforce and consumer market. They will be the new renters, and it’s crucial to communicate with them in an authentic, visual and real-time way in order to capture their buying power.   ALTERNATIVES TO EMAIL   Text messages These instantaneous private (or even group) messages have become so deeply ingrained within everyday life that in many cases they are replacing phone and face-to-face conversations altogether. Upwards of 15 million texts are sent every minute of every day worldwide, ......
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Why Property Managers Should Include User-Generated Content in their Digital Marketing Strategies

Why Property Managers Should Include User-Generated Content in their Digital Marketing Strategies
Developing a brand identity that encourages customers to form a personal connection with your product is one of the most important steps in securing a sale. This is especially true in the multifamily industry, where residents need to be fully confident that your apartment is their best option before they commit to a lease. A relationship such as this one is built on one fundamental element: trust. But how do you build trust with a potential resident before they even walk into the leasing office? When building trust, your biggest asset actually comes from your current and former residents. Not surprisingly, consumers trust the opinions of others more than what companies say about themselves, and the influence and input of others is crucial in the decision-making process. This concept, called social proof, reveals that we are psychologically programmed to learn from others to prevent making potentially detrimental decisions. One of the primary ways customers learn information about a product or service, second-most only to information directly from the company itself, is from what they hear from others. Therefore, it is incredibly important for potential residents to see your apartments through the experience of current or former residents. In a digital marketing campaign, the best way to do this is through user-generated content. User-Generated Content Marketing Others’ opinions and experiences with a company have become so influential in a brand’s publicity strategy that an entirely new branch of marketing has developed to account for it. User-generated content marketing (UGC), or consumer-generated content mar......
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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......
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Dear Gabby: Snapchat for Multifamily Housing?

Dear Gabby: Snapchat for Multifamily Housing?
Dear Gabby,  I keep hearing all of these young people talk about Snapchat. It’s hard enough for me to remember to monitor my community Facebook page, Twitter account, Instagram account, and Pinterest. Phew.  Am I expected to understand Snapchat too? If so, how do I use it at my multifamily community? Please help!  #SnapchatNovice Dear #SnapchatNovice,  I could barely pry my son away from his phone before, but now that Snapchat is so popular, he rarely puts it down at all! That’s great news for you though -- Snapchat is huge! There are currently millions of users who use it daily. Most Snapchat users are 34 and younger, which if you recall, is currently the most popular renter age group. I’m betting that a lot of your renters fall into this age bracket. Snapchat isn’t just for sending photos of your food, it’s also a great place to focus your marketing efforts. One of the most valuable features of Snapchat is that users are able to create 24-hour stories that house photos and short videos. This means your residents will be able to engage with content that you’re posting in real time.  So, you’ve downloaded the app, now what? It’s time to start posting content that millennials will engage with. Don’t worry, this doesn’t mean you have to take selfies like all your millennial renters. There are plenty fun ways to naturally incorporate Snapchat into your marketing tactics, all while cultivating a more engaged community: Apartment Tours Let prospective residents take a virtual tour of n......
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3 Common Digital Marketing Mistakes that Will Cost Your Community New Sales Leads

Despite the popularity of Search Engine Optimization in today's marketing circles, there are still plenty of businesses that aren't doing all they can to run effective SEO campaigns. To make sure you get the most out of your digital marketing efforts, we've highlighted three of the most common mistakes you can make when marketing your apartment community online. Mistake #1: You're Not Optimizing Your Pages Failing to properly label each page of your site will limit the amount of traffic it receives from search engines. For this reason, you need to make sure that you leave no stone unturned when it comes to your site's Title elements. Located within the Head element of your site's HTML, Title elements provide search engines with a general idea of what each specific page is about. Webmasters are encouraged to make unique Title elements for each page, and it's highly recommended that these Title elements include a few keywords that are relevant for their respective pages. Changing Title elements can be accomplished by directly altering your site's HTML via the C-Panel, but it's far more common for webmasters to do so through Content Management System features or plugins. The Yoast SEO plugin, for example, allows Wordpress users to easily craft new Title elements for every post or page they edit or create. Mistake #2: You're Not Creating Content Developing a content strategy is critical when you're attempting to increase your search engine rankings. However, simply creating content for the sake of having content isn't enough.......
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Kindness Campaign for Multifamily/Apartments

Kindness Campaign for Multifamily/Apartments
Kindness Campaign for Apartments, my latest blog outlines a fun and inspirational way to build social media interaction between your onsite teams and their residents…and there's MORE!   Many of my posts consist of ways to improve customer service.  They range from basic general concepts like accountability, documentation, awareness etc.. and include out of the box ideas that attempt to bring people together, build a sense of community and overall feeling that the customer really matters.  I've also touched on the internal customer service idea, that we are all customers to each other, when we do our job well, we make the job others have to do easier.  It takes all of us doing our best to achieve our goals. The concept of “Paying It Forward” or “Random Acts of Kindness” is still around and people are always inventing new and creative ways to share the love.  In my networking efforts, I post all kinds of things on Twitter, LinkedIn, Facebook etc.. and recently posted about a cool Kindness Campaign for the entire state of Colorado.  My post caught the eye of someone who tweeted back to me about a new Free App called Ripil.  I checked it out and WOW!  The ideas came pouring in about how the use of this free app could impact people all over the world.  Naturally, my mindset leads me back to customer service and property management, so let’s stick to this as a platform for using the app in ways that will help you promote and build your ......
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5 Social Media Marketing Tips for 2015

5 Social Media Marketing Tips for 2015
  This year, team members from Apartment SEO had the privilege of attending SMX (Search Marketing Expo) Social Media 2014 in Las Vegas, NV. The event was packed with cutting-edge social trend knowledge and valuable tips for increasing exposure via all Social Media platforms. Apartment SEO loves sending its team to conferences and training sessions outside of the mulitfamily industry, as it allows us to bring the latest and greatest technical and strategic marketing best practices to the wonderful world of apartments. So, here is an inside look at the Top 5 insights we took from SMX Social, and how you (or Apartment SEO) can apply them to your multifamily social media marketing strategy in 2015.   1. All Content Needs Good Design It may come as no surprise to most that valuable and engaging content is still the main ingredient in any social media strategy recipe. However, even the most helpful and engaging piece of content on the internet is useless if it does not have an appealing user experience (UX) to compliment it. The way your content is “designed” is what sets your message apart from every other grouping of words that are trying to capture people’s attention on the web. Whenever possible, break your content up into lists, separate your content into shorter paragraphs with one idea explored in each paragraph. This makes your content easier to consume, and therefore easier to share!   2. Catchy Title, or Social Sharing Machine? In the modern age of information overload, title......
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Twitter Marketing Trend Alert | Tweet A Cup of Coffee

Twitter Marketing Trend Alert | Tweet A Cup of Coffee
In October, Starbucks released a new way to send friends and clients a cup of coffee via twitter: Tweet-A-Coffee. This new Starbucks campaign has taken off!  The campaign earned Starbucks a whopping $180,000 in sales with more than 27,000 fans using the program since October 28th, demonstrating that direct response marketing can work. How can businesses demonstrate their own success utilizing the Starbucks Tweet-A-Coffee campaign? Is it possible to jump on the Tweet-A-Coffee bandwagon in order to engage with and retain customers? What about improving sales? JcPenny has taken to this like creamer to coffee! They asked their followers to tweet them a picture of a JcPenny’s receipt and responded by Tweeting-A-Coffee to the sender! Businesses can reach out with an unexpected introduction by sending a cup of coffee to prospects! Search hashtags and keywords and then tweet a few cups of coffee! Here are a few examples for your local community: Have a new follower on Twitter, send them a cup of coffee to thank them for following! Share a cup of coffee with local students and teachers “Take a study break and have a coffee on us!” Tweet a cup of coffee to prospects moving to your area or looking for apartments “Here’s a coffee to jumpstart your apartment search this weekend!” Respond to a complaint about a competitor community, “It looks like you’re having a rough day, maybe this coffee will make it better?” Just take a look at how Monroe Street Market, an apartment community in Washington, DC, encouraged their followers to RT a recent status update for a cup of coff......
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