Social Media: Friend or Foe? We have all been on both sides of the fence on that question, especially working in the apartment industry. Social media can be a fantastic way to showcase your property’s culture and personality, while sharing images of your amenities and happy residents. However, it can also be overwhelming to keep up with finding new and exciting material to keep your audience engaged. Below we have some tips on running your property’s social media like a rock star.
Social Media Platforms
The best platforms for apartment industry social media are Facebook, Instagram, and Pinterest.
*Facebook is the mother-ship of all the social media platforms and its paid advertising tools are extremely valuable. With Facebook ads you can target people that have just moved to town, people that are talking about moving to town, people of any age group, interests, the list goes on and on. Facebook also targets a wide range of potential residents including baby boomers and older generations that have not adopted other social media platforms.
*Instagram is very popular with the 18-29 age demographic. It is also a much easier platform to keep up with. Posting images of your property, decorating ideas, employee spotlights, and images of your city are great ways to keep followers engaged. You can also search popular hashtags and use them during relevant times. If you are an apartment community in Austin, Texas during SXSW, a popular music festival, you will want to post content aimed at the festival goers by using the SXSW hashtag.
*Pinterest is a great tool used to drive people to your website and other accounts. An example of a property management company doing a great job on Pinterest is AMLI Residential Apartments in Austin (and other various locations). You can check out their account HERE and see examples of great board ideas.
Content is King
Once you decide which social media platforms you are going to use you will need to hash out a plan for your content. Content consists of pictures, articles, contests, videos, and any other media that will engage your fans and followers. Even posting your open leasing professional and maintenance professional positions can be content geared toward individuals looking for a job in the apartment industry.
Great content for the apartment industry includes:
* Photos of your units and amenities
* Contests for residents (for example take a photo of a spot on your property and leave an envelope there with a note saying “you won! come to the leasing office to claim your prize!”). Encourage your residents to follow your accounts so they can win prizes, get creative!
* Articles that effect your residents and potential residents such as local news, apartment decorating, and other relevant pieces.
* “Song of the Day” music videos that your staff can have fun curating.
* Hosting an open house for potential residents that you can use targeted Facebook ads to promote then take pictures to use for content after. You can also partner with a catering company and DJ to have them cross promote on their social media accounts.
Review Analytics and Make Changes
The most important move you can make when developing your social media is to check in monthly and see what is working and what is not. There are many programs, such as Hootesuite and Facebook Analytics, that will give you feedback on what content is getting you the most attention. Keep a monthly spreadsheet with what is working and tailor your content towards that. It will always be changing, so it is important to stay on top of it regularly.
Social media in the apartment industry can be very fun and rewarding. Don’t put it on the back burner, let it become a priority and enjoy all the benefits that come with great social media!