Habitat - July/August 2017 - 17

"SOCIAL MEDIA IS NOT ABOUT THE SALE, IT'S ABOUT ENGAGEMENT AND
CUSTOMER EXPERIENCE." - MISTY SANFORD

Instagram 101: How to Engage
Residents with Visual Content
Much like people, each
social media platform
has its own personality,
and through it, its own
specific use. Facebook is
more visual, personal and explanatory-
ideal for establishing your property as
a helpful resource and engaging with
residents. Think of it as your storefront
greeter, pleasant and professional, as well
as a source of daily news. Twitter is more
terse and efficient, allowing properties to
pass along news-like updates and make
connections within a larger community
of businesses. Think of the classic newsboy, spewing the latest headlines.
Then there's Instagram. Instagram
is an oddball in the social media world.
Widely popular among the millennial demographic, Instagram mimics
Facebook from the standpoint that our
focus shifts back to resident engagement.
It has a single function (picture-sharing),
which makes it highly visual and a great
platform for conveying the personality of
your resident community. Instagram is
that Aunt that shows you photo albums
of her cat, but way cooler.
UNDERSTANDING INSTAGRAM
With Instagram, users have several formatting options for editing pictures or

even videos. Color treatments called "filters" can be applied to photos to make
them more artistic and visually interesting. Although mostly driven by individuals, businesses can utilize Instagram too.
Similar to Facebook, users can favorite or
comment on pictures, as well as tag other
users. Like Twitter, Instagram lets you
utilize hashtags.
Driven by the freedom to format, as
well as a quick-scrolling mobile platform,
Instagram is among the most interactive
social networks. For multifamily properties, it's an excellent tool for branding and
resident engagement.
HOW TO BEST USE INSTAGRAM
* Think visually
When it comes to your everyday resident communications, consider how
can you create visual interest. Are you
opening the pool this weekend? Share
an armchair view! Are you prepping
for a resident event? Show them! Are
there cupcakes in the lobby or amenities your residents aren't taking
advantage of? Make sure you're sharing the imagery.
Before you start, however, make sure
you know what tone or personality you
want to convey, and which property features you want to highlight.

* Engage the resident community
With millennials as the most active
user base on Instagram, multifamily
properties should consider how they
can use the platform to create opportunities for engagement and content
creation. Inviting your residents to participate in an Instagram contest is perhaps the simplest way to do so. Create
a call-to-action for your residents to
submit pictures: "Share your poolside pictures this month for a chance
to win a gift card!" Offer an incentive
for participation. Establish a timeline.
This achieves a number of goals: people engage with your page, residents are
creating content for you so you're not
constantly looking for photos to snap,
conversation and interest is sparked
so people will continue to keep up with
your page. It's a win all around.
Keep in mind that when participants share pictures of your property
on Instagram, those photos also appear
on the newsfeed of their followers. A
well-planned Instagram contest has
great potential generate awareness of
your property to relevant audiences.
The Instagram platform presents several opportunities for marketing your
multifamily property-you've just got
to think visually! *

Ashley Tyndall, Director of Corporate Communications for Criterion.B, an agency focused on branding and inbound marketing for the
commercial real estate and multifamily housing industry.
J U LY/AU G U S T 2 017

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H A BITAT

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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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