Social media is now an integral component of the marketing strategy for businesses across many industries. It’s the perfect venue for brands to show their human side and interact with users intimately and in real-time. Transparency and authenticity expressed via social media aren’t just nice-to-haves, either; they can drive the ROI you make in your social media presence.
A recent study showed that “63% of users surveyed would buy from an authentic brand over a brand that isn’t perceived as honest.” And with almost 70% of Americans currently using some form of social media, there are few industries who can afford to overlook their presence on major social media platforms.
The multifamily industry is no different. If people make decisions like which brand of soda to drink or which fast food restaurant to patronize based on the respective social media presences of those companies, you can bet it’s going to play an even larger role when it comes to where they’re going to live.
Luckily, it’s not rocket science to portray your apartment community as genuine, friendly, helpful and attentive — it just requires your dedication to building your brand. Here are a few basics for property managers to follow on social media in order to build and maintain a strong social media presence, which can boost likelihood and volume of new leases as well as encourage resident retention.
Share content about subjects that renters can relate to, such as how to choose a new sofa, different ideas for utilizing a balcony or fun recipes to try in the kitchen. Content related to politics or sensitive issues have no place in a property manager’s social media strategy, and topics unrelated to rental living will see minimal engagement.
Although your tone should be casual and friendly, proper grammar and spelling should never be neglected. Details like these can go a long way in inspiring trust in your community’s ability to be professional in general. You want to portray that your staff knows what they are doing; if you can build this trust online little by little, it inspires confidence in tenants that you’ll be able to handle larger issues with professionalism as well.
If prospective or existing residents reach out via social media comments, reviews or messages, aim for a response time of 24 hours or less. Swift responsiveness shows that you’re plugged into what’s going on in the community, and that resident satisfaction is a priority.
New grocery store being built in the neighborhood? Softball league signups being held at the nearby park? Local farmers market opening for the season? Share it on social media! It will only take you a few minutes to compose a post on a local happening, and the benefits are twofold: It highlights your location for prospective residents, and it adds value to existing residents by showing them that their community staff is involved and informed.
Be warm and personable
Are you hosting a pancake breakfast for residents? Did a staff member bring in donuts for the lobby? Post about it on social media! Did a resident share a photo on your Facebook of their new puppy enjoying your pet park? Like it and comment back! Use social media posts and interactions to show your residents you’re involved and that you care.
Nothing looks worse than a business Facebook page with the most recent post dated three years ago. The key to a positive social media presence is consistency. Try setting a basic goal for yourself and sticking to it: start with posting one piece of content per week, and set a goal to reply to all comments, reviews and messages within 24 hours. Build on that once you find the rhythm that works for you and your community.
All property managers want to provide a welcoming and comfortable living environment for their residents and strive to build this experience with their residents in person. Social media is simply an online extension of this warm, friendly persona that’s visible to all your residents, and prospective residents too. Start building your community’s online presence with authenticity and warmth in mind, and see how it serves you.