We all know the influence and power social media has had on society and, for many, our lives. Unsurprisingly, many businesses have found quite a bit of success leveraging these platforms. For the multifamily industry, the stories may be a tad different. To succeed on any social media platform as a multifamily marketer, you’ll want to ensure that you have a solid strategy that offers consistency, dedication, and time investment. Those who have mastered these platforms with a solid strategy are reaping the benefits of greater reach, awareness, and conversions.
If you’re thinking about leaping into the social media space, here are a few basics you’ll want to know before getting started:
1. Choose the right platforms for your property.
Every social media platform is not necessarily meant for your property. There’s Facebook, Instagram, Tik Tok, LinkedIn, and Twitter, among others. Additionally, each channel can offer unique qualities to amplify particular goals. It would be best to consider who you’re targeting to determine the right one. You then have to dig a little deeper to determine where they spend their time. For instance, Facebook users tend to skew on the older ends of the spectrum, whereas more than half of all Instagram users are under 35.
2. Have a plan.
Before investing your time, resources, and marketing dollars into a platform, you must have a solid plan. This plan should outline your overall goals (or what you’re hoping to achieve from your investment), the types of content you’ll post, where you’re going to get your content (be it self-generated, re-posts, or re-shares), how often you’ll post and who will be responsible for managing the platform (message responses, posting, advertisement management, etc.).
3. Measure and adjust.
Like any marketing strategy, consistent monitoring and adjustment periods are needed for your content and ads. Each platform provides an insights dashboard that lets you see firsthand how your posts perform and precisely who interacts with the page. See how this information stacks up to your initial goals and target audience. You’ll also want to pay special attention to how your posts perform to understand what types of content relate more to your audience.
4. Quality over quantity.
One common misconception about social media is that you have to post daily to make an impact. This couldn’t be further from the truth. While you’ll undoubtedly need consistency, you want to prioritize quality over quantity. Attempting to stick to a daily posting schedule when you do not have the content or resources you need to fully support it is likely to result in less engagement from your audience. It’s always helpful to create an editorial calendar that includes monthly posts. High-quality imagery tends to go a long way with viewers as well as video. One win-win strategy is encouraging your residents to post content and re-share it on your page. This works well with contests and events. Create a theme, ask residents to tag you, and use a dedicated hashtag so you can capture their posts. You can also take advantage of automated posting programs to manage this part of the job for you.
5. Amp up the visuals.
One of the fascinating features of social media is the visuals. The more visually appealing your post is, the more engagement you’ll receive. After all, we are visual creatures by nature. This is why you’ll want to take the time and resources to invest in a stock of quality imagery and video that you can pull from monthly. If you’ve decided to invest in advertising on a particular platform, be sure to use professional photos that can essentially tell your story while connecting with your prospective renter.
Rentbot can help.
Before launching your social media pages, you’ll want to ensure your website is up to par. It may be time to upgrade if your site doesn’t offer a responsive design, real-time availability, and online renter capabilities.
That’s where we come in. At Rentbot, we design websites for multifamily properties that attract, convert, and retain tenants. Our budget-friendly, turnkey sites are designed to save you time and money. You’ll notice more high-quality leads, conversions, and high retention rates with features that work just as hard as you do. Our built-in SEO package, conversion-optimized layouts, and mobile-friendly designs are some ways we design your site to do the work for you.
Don’t lose your social media traffic at your front door. We’re here to help. Give us a call today, and we’ll give you a site to try for 30 days, free of charge. Learn more here.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.