Recently, Facebook announced that it would alter its news feed algorithm in efforts to create a more personal experience. Users will soon begin to see more content from friends, family and groups and less public content, like posts from businesses, brands and media. And if that wasn’t enough to rock your marketing strategy, the popular site will also be prioritizing posts that spark conversations and create meaningful interactions. So, what exactly does this mean for property owners or managers?
Well, in a nutshell—less direct content, less video equals less overall reach.
News of the Facebook update has undoubtedly sent a few chills to the pages and feeds of apartment marketers across the world, considering that many rely on this popular tool to help spread the word about their communities, particularly considering that a good majority of renters spend their time on the site daily.
So, how do these recent news feed changes impact you, and is there really a light at the end of the tunnel? If so, what can you do to continue to take advantage of this medium?
Well, you can start by doing these three things.
1. Let your renters start the conversation.
Encourage your renters to post about their positive experiences at your property. This is where a strong referral program comes in. On your promotions, list the various ways your residents can help spread the word about your community to take advantage of the referral incentives, and include a few Facebook topics for them to share with friends. Encourage pictures and personal video tours in their units so that their friends and their friends’ friends can still experience your community in a personal way.
2. Pay attention to your performance.
Your insights page will be your best friend. Know which posts or topics are outperforming, and which ones are not doing so well by paying special attention to your engagement and reach numbers at least weekly. This will help you create more meaningful conversations, which will ultimately help boost your news feed presence.
3. Don’t put all your eggs in one basket.
Diversify. Facebook serves its purposes, but it should not be the only social medium your community is using. Incorporate other popular platforms like Twitter or Snapchat into your marketing strategy, and build your audience on these channels as well.
Rentbot can help.
With Facebook’s latest update impacting the availability of your content, it becomes increasingly important to ensure that your website is in optimal shape. Rentbot can help you with that. We’ll connect you with a dedicated account specialist who will set you up with a professionally designed, mobile-friendly and responsive site, custom to your property in a matter of days. Your residents and prospects will enjoy submitting their applications, maintenance needs and contact requests at the click of a button, and you’ll enjoy better leads, increased leases and greater exposure as a result.
Don’t let Facebook’s latest update create a dent in your opportunities for exposure. Partner with Rentbot, and we’ll position you right where you need to be—in front of your renters!
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.