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Social media is one of the most powerful tools to build a brand and it’s increasingly used by property management company owners to promote their buildings and engage with residents. It’s considered an easy and cheap way to keep everyone updated about what’s going on at the property, and at the same time it provides residents a platform for communication. Not sure where to begin? We get you started with these tips!
Define your property’s brand
Branding is everything nowadays. So first, define your property brand’s personality. In doing so, you need to get familiar with your target audience. Become aware of who you’re trying to reach with your social media strategy. What makes your residential community unique? Besides that, think about what you want to achieve with your social media strategy. Define the features, values, and voice of your brand and use these consistently throughout your social media account(s), which helps residents and potential future residents to get a good feel for your property’s brand. Looking for a little inspiration? Check out StuyTown’s Instagram, Fairfield Residential’s Facebook page or Park La Brea’s Apartments’ Twitter, who are killing it on social media.
Share updates and announcements
Social media is one of the best options for ongoing communication with your residents. Forget about flooding their physical mailbox or email inbox. You can use social media to inform and update residents about all sorts of property-related information. If your property is undergoing renovation, social media is an easy way to send updates about the progress. It’s also a great way to send out alerts when you want to remind your residents of maintenance work (IE. AC repairs or water main breaks) or share announcements about facility closings.
Respond to questions and acquire feedback
Besides you sharing with your residents, encourage them to share their questions and problems via social media as well. Social media is a great way to connect with your residents, so let them know they can contact you there. Do make sure you answer their questions regularly. Another way to engage with your residents is by asking them for feedback, so offer them the ability to share ideas, ask them what changes they would like to see at the property or let them rate the facilities in the building. This provides them the feeling they’re participating and their opinion matters.
Post tips or promote community events
Your social media profile provides a platform where residents can look for daily life tips or suggestions. Offer restaurant tips, design or cooking ideas, and local deals at stores in the neighborhood. Not only will this keep them more engaged to the platform, but they will also be more likely to share tips of their own.
Your platforms can also be used to promote events happening at your property. Share details about these events and ask who’s coming. In the same way, you can advertise local community events that are happening in the area, such as farmer’s markets or movie nights.
Promote online activity
If you want to engage your residents in online conversations, you can use tons of different social media techniques. For example, you can ask poll questions about which event to organize next or which fitness class is missing. Competitions are always a good idea! Try a photo competition in which residents take photos of their apartment decorations and make sure your property is tagged.
It may take some time to get your social media presence up and going, but when you do, you’ll see it’s a great way to create a community and connect with your residents. Residents who feel happy and connected to their building are more likely to stay, which will reduce turnover in the process.

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