The struggle to utilize social media marketing effectively in the multifamily industry is not a new issue. Have you noticed that when you visit a Facebook or Instagram account that was setup for an apartment building, you run into a page full of stock photography and text graphics? What is your reaction? Are you going to actually click like? Probably not ... and here's why.
When you decide to let your in-house leasing team manage and post on the property's social media page, you are undoubtedly giving up any chance that page has of growing and maturing. Whatever the reason may be (maybe the leasing team has indicated that they're bored and need something more to do), this is a setup for total failure. Leasing agents are not marketing professionals - they do not think like a marketer. So, why would you give them the task of managing what is most likely the decision maker of whether or not a prospect wants to learn more about your community.
The keyword in social media is SOCIAL. People are going to your feed to see how you're being social. Static posts of the building or text graphics telling them what's happening around the community are immaterial. To the viewer, they're boring and a big turn off. Chances are that the majority of people following your page are current residents of the building (so they already know what the building looks like), and prospects are going to head to the website to see a photo gallery. So, posting a photo of the building or making a text graphic is likely to get very little traction and make some never go to your page again.
The apartment website sells the building, your social media platforms should complement that - not duplicate it. Use it to sell the lifestyle that comes with living at the building. Let's say you're trying to fill several units. Rather than just posting a photo of the empty unit on Facebook that the viewer can see on the website, use a particular of the area to leverage why they would want to move there. If there's a popular local event or festival that takes place near your apartment building, sell them on the fact that it's within walking distance and how that perk sets you apart from the other buildings in the area. I think it goes without saying that you will most likely see a higher rate of engagement when you post content that is relevant to every viewer. Good content = more followers. If you're just posting content about the community, chances are that your page will remain where it is for a very long time - mainly with current resident followers. If you can pull in new followers by posting content that speaks to everyone, especially outside prospects, then you will get a better opportunity to use your platform to market your available units.
In summary, you need to make your feed something that people want to follow. Stock photos, text graphics, and photos of empty units that can also be found on the website are going to make your viewers stop paying attention. Use your social media platforms to leverage why people would want to live at your community.
PUBLISHED JANUARY 17, 2020