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Apartments.com
21 New Ideas for Your Multifamily Social Media Marketing
Keeping your social media fresh and full of content can be a challenge, but there are some go-to strategies that help you come up with new ideas.
“Sometimes social media can be overwhelming, and it’s hard to figure out what to post every day,” said Erica Byrum, Apartments.com assistant vice president of social media.
She then shared nearly two dozen fun ideas in her presentation at this year’s NAA Apartmentalize conference. Let’s jump into the list.
1. Highlight amenities and specials
One of the easiest and quickest ways to develop new content is to feature your community’s amenities and specials. This content already exists and can be easily repurposed.
“You already have this information readily available on your website, on your Apartments.com listings,” Byrum said, “so take advantage of the media assets you guys already have.”
It also has the added perk of highlighting your top selling points, whether that’s your move-in special or an enviable fitness center.
2. Encourage virtual tours
Over a third of renters are willing to sign a lease sight unseen, Byrum said, so linking to your virtual touring options is a great way to promote your property to these potential residents. Just dress up your content with branded design elements to make it feel more attractive.
3. Promote resident events
Get the word out about your upcoming resident events. Make sure your posts include promoting the events in advance and day-of marketing to showcase photos from the event.
4. Celebrate holidays
Think outside the box when it comes to holidays. In addition to your standard holidays like Independence Day and Thanksgiving, consider quirky, fun holidays like National Ice Cream Day — and look for a connection.
“But don’t just make it about National Ice Cream Day,” Byrum said. “Tie it back to your community, so maybe you serve a sweet treat in the clubhouse or the lobby.”
5. Welcome new residents
Celebrate your new residents by featuring them on your social media channels. With their permission, snap a shot of your incoming residents — and their cute pets, if applicable. This is a great way to introduce them to the community and fill your content calendar.
6. Go behind the scenes
Take your residents and prospects behind the scenes.
“They want to see that VIP look,” Byrum said.
Share your company milestones, awards, or work anniversaries.
7. Share resident reviews
For a quick post, scroll through your four- and five-star reviews and highlight a quote on your feed. Just give it some branding through Canva, and you’re good to go. You can easily slot these posts into your calendar throughout the year.
8. Highlight resident perks
If your community offers any discounts, memberships, or initiatives, showcase these perks to educate your current residents and attract new prospects.
9. Spotlight pets
Who doesn’t love a furry friend? Not only are pets popular on social media, they’re also a draw for renters in particular. In fact, online searches for pet-friendly apartments have increased by 58 percent, Byrum said. And when possible, seek out photos of real pets, not just stock photos. Got residents heading out for a walk with their dog? Ask if you can snap a shot of their pet to post on your channel.
10. Run a photo contest
When you’re running low on user-generated photos, a photo contest is an easy way to source new graphics. Just shoot a photo, upload it to Instagram, tag your brand, and use a contest hashtag. To promote participation, give the winner a gift card.
11. Share employee-generated content
Your employees are already sharing content, Byrum said, but if you ask them, they’ll share even more content. This doubles as an opportunity to celebrate your team members.
12. Showcase team members
Employees are the trusted insiders about your community, Byrum said. Highlight a member of your onsite team with a photo and a few fun facts. This approach can improve employee engagement, boost brand credibility and trust, and even help attract top talent.
“And let’s face it,” Byrum said, “employees like to see their own selves on social media.”
13. Encourage tagging
Run a post asking your residents to tag you in their favorite posts about your community or neighborhood.
“If you don’t ask, they’re less likely to take any kind of call to action,” Byrum.
You can then, with permission, potentially repurpose the tagged content for future posts or marketing campaigns.
14. Run a follower giveaway
Looking for more followers? Encourage your residents to follow you for a chance to win a gift card, and then select a winner at random.
15. Create scroll-stopping posts
To keep your followers engaged, create content that gets them to stop scrolling through their feed and keep their eyes on your posts. For example, consider creating a spot-the-difference challenge and asking followers to note the differences in the comments. Or, create a discussion about residents’ favorite amenities. Animation can also help attract attention.
16. Use emojis
Emojis aren’t just for texting! Not only do emojis help humanize and personalize your brand, they also drive engagement, offering a 25% boost on Twitter, 48% on Instagram, and 57% for Facebook engagement.
17. Ask questions
This simple tactic can spark conversations, helping your residents feel part of the community and helping you increase your social media engagement. For example, try asking your residents their favorite thing about their apartment. You can then repurpose their answers to create new posts highlighting some of the top draws of your community.
18. Feature a this-or-that
This simple strategy lets you contrast two amenities or other features and ask your residents to vote on their favorite. Just grab photography already featured on your website or Apartments.com listing and then add in Instagram stickers to let your followers vote.
19. Share tips and advice
Think about the questions you keep receiving your residents, and build out content to answer these questions and position yourself as a thought leader in the apartment space.
20. Hop on a trend
When you spot a trending meme or song, join in and give the trend your own community’s spin. As an example, Byrum highlighted an Apartments.com ad that played off the “Tell me without telling me” meme.
21. Collaborate with influencers
Did you know that 61 percent of consumer trust influencers’ recommendations? Byrum suggested seeking out micro-influencers who already live in your community and partnering with them on a post or video.
Want more tips from Erica? Follow @ApartmentsBiz on Facebook and Twitter for Erica’s social media ideas and best practices, or follow Apartments.com on LinkedIn. Interested in personalized support? Check out Apartments.com’s Social Media & Reputation Suite.
Check out more sessions from Apartmentalize 2023! Available on demand, these presentations offer market insights, advertising tips, and social media best practices. See all on-demand webinars from this year’s Apartmentology Learning Lounge, or explore more tips from Erica:
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