The multifamily property market is flooded with options, advertisements, and efforts to reach target markets. Take Dallas for instance, it is the third fastest growing urban area in 2017, making it harder to capture the attention of target residents. There are many strategies to reduce the polluted advertising and marketing space in multifamily such as increasing social media usage, improving blogging methods, and using influencers within the commercial real estate management and development space.
Seven-in-ten Americans use social media today, making it a key component of your properties marketing strategy. The top social media sites are Facebook, Instagram, LinkedIn, Pinterest and Twitter. Most people view social media sites on a daily basis, making the chance of exposure higher, and potentially higher lead development.
Facebook is the most used channel across all social media, with 88% of 18-29 year olds on it, 79% of 30-49 year olds, 61% of 50-64 year olds, and 36% of users 65 and older. Developers and community managers can use Facebook to engage and attract their target residents by boost their community’s presence through sponsored ads, post boosting, and paid media. This pay-to-play platform launches your local reach to a highly targeted audience.
Facebook also gives potential residents a chance to directly communicate with you through instant messaging. Questions about lease-up, move-in procedures, or event updates can all be addressed here quickly and effectively. It also allows you to create Facebook events that cater to both current and potential customers. Happy hour specials at a local restaurant, trivia night, or a clubhouse event? All can benefit from a Facebook invite. Discover the anatomy of a perfect Facebook post with Hubspot’s helpful tutorial. Overall, Facebook is a great way to create a clear brand image and provide valuable information to your community.
Instagram is best for sharing original photos that reflect your brand personality. Not to mention, Instagram is the second most used social media platform. If design skills aren’t your thing, you can also create visually interesting images on Canva for events, promotions, and daily content. Simply get out in your community and photography its vibe. Flowers in bloom? New finishes on the pool deck? Resident happy hour in full swing? Take a Boomerang of popping some champagne for weekend mimosas. Get creative and be active!
Instagram also gives you a chance to interact with your residents by liking, commenting, or resharing their posts. User-generated content can be repurposed on your own Instagram feed to feature your residents or community. Instagram, unlike Twitter, gives you the ability to use up to 30 hashtags, which will drive a larger audience to your post. Don’t forget to stay updated with other local communities and businesses — building a mutual relationship in the community can you help you.
Twitter limits your message to 140 characters or less, giving you an opportunity for a quick community or development updates, to share a link to your blog content, or to share related community updates. It’s an easy way to generate excitement or join the community conversation, and is the third most used form of social media. Twitter makes it easy to retweet posts your residents may find interesting, ones that you’re mentioned in, or showing your community involvement. Twitter users often have a highly saturated feed of content so posting more often on this platform won’t come off as obtrusive as Facebook or Instagram.
Other Social Platforms
Other social media platforms worth looking into for your property include Snapchat, Pinterest, Google +, and LinkedIn. Use Snapchat for community geofilters or stories, Pinterest for sharing apartment decor inspiration, and Google+ for sharing community news or event updates. Each platform offers a unique way to appeal to your followers.
Blogs are essential to generate trust within your target market by giving people a place to receive valuable and applicable insights. Blogs can give your brand a personality, making your multifamily property or company seem more personal to residents. Popular blog topics include DIY, productivity, marketing, small business, lifestyle design, and fitness. The apartment industry can relate to these categories, and more, making them a perfect candidate for a successful blog. As with any promotional activity, it’s crucial that your multifamily property keeps your blog up-to-date to see the best results. Jump start your blog on Blogger, WordPress, Squarespace, or Wix. Gain some inspiration from these property management blogs: Grace Hill, 30 Lines, and Yardi.
Influencer marketing is when brands approach leaders in their industry and ask them to promote their brand either through an interview, social media post, or advertisement. The harsh reality is that 47% of internet users now use ad blockers, making it more challenging to get your message to the consumer. With influencer marketing, you bypass the ad blockers and put some of your promotional efforts in the hands of someone you know your target consumers are listening to. Check out our blog on The Power of Influencer Marketing in Real Estate to gain a better understanding on how it can benefit your multifamily development or community.
Today, there are countless applications and web pages designed to help people like you promote awareness and generate promising leads. Keep your target consumer in mind when creating posts and don’t be afraid to directly interact with them. Stand out among your competitors and increase your occupancy rates with social media, blogging, and influencer marketing. Want more promotional ideas? AM Digital gives you 40 Apartment Marketing Ideas that are Guaranteed to Get More Renters.