Adapt Your Social Media Strategy for Today’s Modern Renter

The pandemic changed so much about how we shop, live, and communicate. Trends accelerated and technology advanced.

We are spending 2.5 hours per day on social media. We scroll our social feeds, return for brief touchpoints during the day, and then scroll again at the end of the day.

Social media exploded during the pandemic, and consumer mindsets have shifted to the point where most believe these mindsets have become permanent.

How we market to these consumers has changed, and apartment marketers must re-evaluate their strategy and amplify efforts to appeal to what renters are most interested in.

It is worth noting that online shopping continues to grow. Sixty-seven percent of consumers say their online shopping has increased since the pandemic, and 27 percent say it has increased “a lot.”

Spurring the interest is convenience; people will pay to have things delivered to their homes.

And nearly seven in 10 shoppers, or 69 percent of shoppers, say they were inspired to make a purchase because of social media.

Using lifestyle trends to optimize listings

As people look to upgrade how they live, take advantage of the many continuing lifestyle trends driven by the pandemic. They are prime opportunities for social media posts and campaigns.

Use search-engine optimization through Google and Bing to highlight the trends that residents care about most, such as the amenity keywords they are adding to their search queries.

This will help prospective residents find you. Also include them in your community profiles on Apartments.com.

What residents love

People are embracing the importance of home, most importantly as a central hub for all connectivity. Any type of smart technology that your community offers should be included in your social media campaigns.

Prioritize photos that show how every space in the home can be used as a workspace. Show outdoor and wellness space, and show that keen sense of home and how it works together with the community as a sum of all its parts.

We have learned that concierge and convenience are critical in everyday functioning as communities look to make their residents’ lives easier. Think about offering free Shipt services, or discounts to HelloFresh food deliveries. Then, post on social media about it.

While at home and elsewhere, consumers are demanding touchless service where it makes sense. If your community is making this available in the everyday, cross-promote it via social media.

A devotion to health and fitness is another behavioral trend many believe has taken hold for good. Working from home is helping to drive that boom as residents coming out of a pandemic have renewed interest in healthier lifestyles.

Additionally, cooking from home is trendy because it is a good step toward reaching personal health and wellness goals. Demonstrating this passion can be incorporated in a social media resident campaign.

The attraction to outdoor spaces remains strong. Market your property’s comforting outdoor spots and take the opportunity to cross-promote any of your outdoor features via social media posts.

Pet-friendly spaces continue to be huge. Searches for pet-friendly units on Apartments.com increased by 50 percent in 2021.

Many animals were adopted during the pandemic and residents are embracing their pets having spent more time with them while working remotely. Everyone loves to see pets in social media.

Given residents’ appreciation of their communities, keep it local by partnering with any local businesses and spotlight them to resonate with renters and create cross-marketing opportunities with those merchants.

Key takeaways for social media marketing

Retain. Consider messaging and marketing not just to attract new renters, but also focus on retention.

Optimize. Refresh your digital photos, videos, and 3D tours to highlight key features today’s renters care about, and optimize your keyword strategy to dominate search results.

Enhance. Bring your property to life by highlighting the community — from exclusive events and hands-on concierge services to engagement from your residents.

Activate. Show how residents can activate different spaces within their units and throughout the community.

Connect. Embrace the neighborhood, support local businesses, and find opportunities to connect them to your community.

Ask your sales representative about our Social and Reputation Suite at Apartments.com for help with your social media and online reputation. Email socialsupport@costar.com for more information.