The Secret to a Successful Multifamily Marketing Strategy: Influencer Marketing
Millennial and Gen Z renters no longer consider commercials or ads the major influence in their decision-making process. Many brands know this, using their marketing tactics to focus on influencer marketing to reach beyond the typical leasing billboard.
From reviews to thought leadership, social media for apartments offers a unique outlet to build fans as an influencer. Social media influencers in the real estate world are recognized for their large following and insights covering all aspects of the multifamily space.
A strong social presence is necessary to hold an influencer status in addition to quality posts. Turning to these influencers as a voice within the industry will result in valuable relationships that companies can leverage.
So who exactly are these valuable assets?
Social media influencers are a group of users that have a large following and are “influencing” the community. They are often viewed as a more trustworthy resource than advertisers, thus better capturing an audience.
According to Nielsen, 92% of people trust recommendations from individuals (even if they don’t know them) over brands. It makes sense, right? Who sounds more reliable, a brand trying to sell you something or an individual just stating opinions?
Influencer marketing has become an increasingly important tool for businesses in recent years, and the multifamily industry is no exception. Influencers are social media users with a large and engaged following who can help to promote your brand or product. When done correctly, influencer marketing can be an extremely effective way to reach new prospects and generate apartment leads.
What does influencer marketing mean for multifamily?
As property managers take to more nontraditional methods for reeling in renters, social media influencers hold an interesting opportunity for multifamily. Influencer marketing is an indispensable asset as it allows a third party to promote your property.
For instance, influencers have brought attention to properties through guest blogging and social promotion, like TweetChats. Most of them participate or host weekly Tweetchats, like #AptChat and #REOnline, where real estate professionals exchange ideas while networking. Apartment communities can join the conversation and leverage the popularity of online hashtags run by influencers.
Leveraging influencer marketing for your property
There are a few key things to remember when leveraging influencers for social media.
- First, it’s important to identify influencers who are a good fit for your multifamily brand and who have an audience that overlaps with your target market.
- Second, you’ll want to develop a clear strategy for working with influencers, including what type of content you’d like them to create and how you’ll promote it.
- Finally, ensure you measure the results of your influencer marketing campaign to continue improving your multifamily marketing strategy over time.
Connect and Engage With Influencers
Connecting with real estate professionals is the first step to becoming aware of how influencers can help your marketing. Engaging with these professionals in relevant topics will help develop a network that can be used to get involved with the community.
Twitter, Pinterest, and LinkedIn have a large commercial real estate community, so it’s important to know where to go to connect with the right professionals. TweetChats and LinkedIn groups are great places to engage with property managers, so use these to your advantage. As long as you’re getting your name out there, other professionals will start to see you as a reputable source.
Socialize With Quality
Focusing on sharing quality content is important to real estate influencers. Social media should be an outlet for property managers to be themselves and talk with other professionals. Sharing relevant content and using popular real estate hashtags will elevate your presence. Further, voicing opinions on certain trending topics will show a positive interest in building an active, involved community.
Boost Your Multifamily Marketing Efforts
Influencers are great marketing tools because they know the ins and outs of the industry. Connecting with these professionals allows property managers to market their property simply by becoming visible to their followers.
Rather than spending large marketing dollars on billboards or print ads, influencer marketing is free or significantly cheaper. Consider allowing one of these professionals to guest blog on your property’s site, for example. They can share your article with their followers, and you have more content to add. It’s a win-win!
By following these tips, you can maximize the impact of influencer marketing for your multifamily business.