Habitat - July/August 2017 - 14

COVER FEATURE

Marketing

Manageme
APARTMENTS CAN NO longer ignore social media-really,
none of us can. It's time for the multifamily space to accept
that social media is well beyond the status of "fad" and has now
become a vital asset to marketing success. But even knowing
how important social media is, how can you best use social
media platforms to your marketing advantage?
From recommendations and leasing info, to customer service
and reviews, younger generations are turning to social media

for property information, and this trend will only continue as a
younger, social-media-savvy generation gets older.
As we've mentioned before, social media management should
be treated like a cocktail party. You need to take the time to
meet the other people at the party (residents, neighborhood
businesses, millennial renters, etc.). Only when the conversation presents itself should you share what makes your community so great.

Why Engage on Facebook?
Misty Sanford, Owner
of North of Creative,
explains to multifamily
properties the importance of providing fresh,

helpful content:
"Four years ago, you were finding residents. Nowadays, residents are finding
you," said Sanford about the leasing process today. "People are searching online
for places to live, and it has become the
apartment's job to intercept them. You
do this by providing fresh content, sharing helpful information and having
conversations."
Multifamily professionals who have
dabbled in social media will claim
that it doesn't bring them any conversions. However, Sanford explains that
this view of social media is far too narrow. "Social media is not about the
sale, it's about engagement and customer experience," she said. "When
you do these things well [engaging,
sharing quality content], the byproducts are relationships, referrals, leases
and retention."
Any good salesman will tell you that
relationship-building drives sales. And
Facebook is an optimal relationshipbuilding platform.

WHAT DOES 'HELPFUL CONTENT'
LOOK LIKE?
"Helpful content" can vary greatly by
property type, or audience type. That
may seem like an overwhelming answer,
but thankfully, we have some guidelines:
WHO ARE YOUR RESIDENTS?
We don't just mean demographically.
What kind of lifestyle do they have? What
are their hobbies? What are the things
that cause them stress or troubles as residents? This is where your resident personas come in handy. If your community
is home to several working professionals,
helpful content may come in the form of
quick-and-easy dinner recipes. If your
community is home to several dog owners, you could share an interactive map
of the dog parks in your city. The information you share should be a mix of content you create and content you aggregate.
WHAT'S GOING ON IN YOUR
NEIGHBORHOOD?
You residents shouldn't have to rely on
the local paper for happenings. Are there
any upcoming events that you can pass
along to your residents-festivals, charity events, happy hours? Find things that
are in walking distance or close proximity

to your property. Sharing helpful content
could be as simple as re-posting farmers
market hours, sharing restaurant specials,
or providing tips and tricks for navigating
the local flea market. Try partnering with
local businesses to arrange special discounts for your residents; this provides
great content for sharing on Facebook.
WHAT'S GOING ON AT
YOUR PROPERTY?
Yes, we know we've advised against talking about yourself, however, this form of
self-promotion is very different. Instead of
telling everyone how great you are, show
them. Try posting photos from last week's
movie event showcases. Your property's
social calendar paints a picture of resident
engagement and gives insight to your property culture. Isn't that what you'd like new
residents to stumble upon when they're
researching your property?
The benefits of utilizing Facebook are
two-fold: not only does it foster resident
relationships (and ultimately retention),
but it provides a window for prospective residents to peer into your community. With Facebook, we embrace this
customer-centric approach that lays the
foundation for all of our digital marketing efforts.

Shanker Chalekodem, Chief Marketing Officer for Criterion.B, an agency focused on branding and inbound marketing for the
commercial real estate industry.
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Table of Contents for the Digital Edition of Habitat - July/August 2017

Chair’s Message
Legal Corner
Social Media Marketing in Multifamily
Curb Appeal
Government Affairs
Up Close
AAA Education
Foundation Update
Volunteer’s Corner
AAA Gold Patron Member Profile: Renter’s Reference Services
AAA Gold Patron Member Profile: BELFOR
New Members
Advertisers’ Index
Habitat - July/August 2017 - intro
Habitat - July/August 2017 - cover1
Habitat - July/August 2017 - cover2
Habitat - July/August 2017 - 3
Habitat - July/August 2017 - 4
Habitat - July/August 2017 - 5
Habitat - July/August 2017 - 6
Habitat - July/August 2017 - 7
Habitat - July/August 2017 - 8
Habitat - July/August 2017 - Chair’s Message
Habitat - July/August 2017 - 10
Habitat - July/August 2017 - Legal Corner
Habitat - July/August 2017 - 12
Habitat - July/August 2017 - 13
Habitat - July/August 2017 - Social Media Marketing in Multifamily
Habitat - July/August 2017 - 15
Habitat - July/August 2017 - 16
Habitat - July/August 2017 - 17
Habitat - July/August 2017 - 18
Habitat - July/August 2017 - Curb Appeal
Habitat - July/August 2017 - Government Affairs
Habitat - July/August 2017 - 21
Habitat - July/August 2017 - 22
Habitat - July/August 2017 - Up Close
Habitat - July/August 2017 - AAA Education
Habitat - July/August 2017 - Foundation Update
Habitat - July/August 2017 - Volunteer’s Corner
Habitat - July/August 2017 - 27
Habitat - July/August 2017 - 28
Habitat - July/August 2017 - 29
Habitat - July/August 2017 - AAA Gold Patron Member Profile: Renter’s Reference Services
Habitat - July/August 2017 - AAA Gold Patron Member Profile: BELFOR
Habitat - July/August 2017 - New Members
Habitat - July/August 2017 - 33
Habitat - July/August 2017 - Advertisers’ Index
Habitat - July/August 2017 - cover3
Habitat - July/August 2017 - cover4
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