In our last blog we talked all about how tech can help make your multi-family property more accessible in a digitally-driven world and today we’re going to take that a step further. Not only does having a strong web presence allow you to reach a wider audience and streamline your renter process, but you also have the opportunity to seek out your target audience directly! When you think about your website, people are generally landing on it from search results, your social media channels or word of mouth -- generally they’re coming to you. On the flipside, social media actually allows you to flip that concept on its side and allow you to seek out and engage directly with your target audience. Social media is so much more than just posting an update here or there and it has a lot of potential when it comes to targeting your audience when done strategically. Here are some tips to make it work for you.
Using Social Media to Network with Your Target Audience
As we mentioned, posting content that is relevant is one part of your social media strategy (and an important one too) but that’s not it! Something a lot of people miss out on with their strategies is actually engaging with others and if you’re just talking to yourself then social media isn’t all that social. So what should you do?
- Join local Facebook groups: A great way to get in touch with people you think would be interested in renting at your property is going where they are active on social media. One great place to connect is Facebook Groups. There are groups for just about everything and a lot created around local communities. You’ll have to join these from a personal account, so before you start make sure your account is professional and representative of your property. Once you join, you’ll be able to engage with others posts and in conversation around local happenings. Plus, when people post that they are looking for a new place to live or recommendations, you will be able to chime in and let them know about your property.
- Explore Instagram Hashtags: When you’re looking to network with locals, another way you can seek them out is by monitoring local hashtags. Instagram offers a great feature where you can also follow hashtags now too. Select a handful that are relevant to your audience and then take some time each day to look through them, engage on others’ content and follow others when you’d like to make a connection.
The thing to remember when using social media as a networking tool is that this component is focused on creating relationships. These efforts are more focused on being informational and engaging with others rather than spamming others with ads for your property. This is all about long-term success and increasing your awareness from all angles.
Creating Approachable Content
When it comes to the content on your social media, strive to create content that is educational, interesting and approachable. As we talked about above, when it comes to monitoring hashtags, make sure you’re also optimizing your content by using applicable hashtags that people might use to find your account. People want to connect with other people on social media so make sure your posts are personable! When you highlight new upgrades, don’t just post a photo of them. Showcase someone enjoying them or provide a real-life example on why the feature is so great in the caption. You can also use video content to your benefit by:
- Doing full walkthroughs of new units available
- Interviewing the lease managers on the process or their favorite things about the property
- Showcasing community events
- Highlighting new amenities and upgrades
We’ve talked about how important it is to showcase that your property provides more than just a home, but a community and your social media is the perfect place to do so.
Give Them a Reason to Follow You
Another important thing to consider when it comes to your networking or content strategy is to make sure you give others an ongoing reason to follow you. You want more than just people to find your accounts when they are looking for a new place to live. Instead, you want appeal to people who are looking for a new place to live, your current tenants, plus those who may want to live at your property in the future. It’s all about finding a balance and a great way to do that is mix up your content. Instead of just posting about your property, try showcasing different articles about things going on in your city, top picks for restaurants and bars, or even local history. By mixing up your content your social media footprint will be more than just a marketing tool, it will be about being an influential voice and valued part of the community. As you increase your community and influence, you also expand the awareness of your property which can also benefit your bottom line which is a win win if you ask us.