Social Media Tips for Property Management

4/22/2024 (Permalink)

Estate Mgmt Social Media Tips

Social media for property management doesn't just keep your current renters updated--you'll also find new tenants, partner with businesses, and surprise followers with giveaways and promotions. Comment sections on your posts often become a community discussion hub. If you need to refresh, try these methods to engage your local audience.

Hire Professional Photographers

Free stock photos and amateur photographers are cheap, but professional photoshoots are personalized, relatable, and cohesive. Reasons to hire an experienced photographer include:

1. Customers know exactly what your property looks like. Blurry or unrelated images confuse them.
2. You'll have marketing materials for various social media platforms.
3. Displaying your logo, building, and color scheme strengthens your brand.
4. Hiring professionals implies that you're a successful, trustworthy company.
5. You'll show off real employees, not stock photo strangers.

Consider working with a local photographer. You'll build connections in your neighborhood, and they'll share your photoshoot on their social media, giving you more views.

Respond to Comments

Have you ever seen unanswered complaints on a company's Facebook page? You can't help but think that they don't care about customers. Responding to comments, including negative ones, shows that they care and want to make it right.

Virtually every social media site has a comment or reply section. Clients often bypass your email address and phone number, thinking complaining publicly will make you respond faster. Whether this is fair or not, make sure that you review comments every day.

You can direct them to a private channel with a similar message: "Hey! Thanks for reaching out. Please DM us or email [name]@[yourproperty].com." Personalize the response so they know you're a real person, not a bot.

Likewise, respond to regular comments and questions. Other tenants probably have the same question, so they'll gladly see an answer.

Celebrate Milestones

Sharing accomplishments isn't bragging--it's showcasing your dedication to your business. Social media accounts can get slightly bogged down with advertisements and general updates. Spice it up by celebrating milestones, such as:

1. Awards
2. Your first year in business
3. Invites to conferences and events
4. Business collaborations
5. Increased number of renters
6. Record-breaking profits

Neighbors will smile at your posts and leave congratulatory comments. Sharing successes can also lift your spirits, and when you're disheartened, you'll look back on these accomplishments.

Focus on Videos

YouTube, Instagram, and TikTok have pushed videos to the forefront of social media for property management. Video marketing looks complicated, but if you have a smartphone, you could start filming now. Free music, filters, and editing apps polish your clips without expensive equipment.

A filter won't turn a blurry shot into a masterpiece, but you can sharpen your early videos before you're ready to invest in a production team. Instagram and TikTok browsers want short, snappy clips, not hour-long performances.

Get started with employee interviews, property tours, room showings, and announcements. Learn about flood damage restoration if you need to touch up a room before the reveal. Later, you'll advance to long-form productions.

Stay Consistent

One common mistake is front-loading your content. You share five posts shortly after making them, then have nothing for the rest of the week. Followers alternate between dealing with a content overload and wondering if you're still open.

A content calendar helps you post on a regular schedule. You'll choose content for each day, like you're writing an event schedule, and then share posts accordingly. For example, Monday could look like this:

1. 10 A.M.: Share conference photos on Facebook
2. 2 P.M.: Announce giveaway winner on all platforms
3. 5 P.M.: Post job openings on LinkedIn
4. 7 P.M.: Host a Twitter/X Q&A

Plan for at least a month so that you can produce quality work. You'll also have extra materials if you have a sudden interruption, such as an event cancellation.

Your audience expects a steady stream of content with the occasional surprise, such as a spontaneous giveaway. When prospective tenants see your regular updates, they know you're active and looking for more renters.

Consider Paid Advertisements

Paid advertisements boost your visibility by appearing in people's feeds even when they don't follow you. With a small "Ad" or "Sponsored" tag, they blend in with regular posts. You never know who you might catch at the right time. College students, parents, young couples--they're thinking about moving, and your ad miraculously appears on their feed.

However, you'll need to optimize your campaign so that every penny goes toward a potential sale. Follow these steps to get the most out of your views:

1. Find your demographic. You can figure this out by studying your tenants' average race, gender, age, and socioeconomic status. To target another audience, study your competitors to see how they market to them.
2. Select a platform that your demographic uses regularly.
3. Create marking materials. Depending on the platform, this could include text, images, filters, animation, music or video clips. You can reuse assets on different sites.
4. Set a budget. Most sites let you start small, sometimes with as little as $1. You'll only get a few hundred views, but you'll experiment without spending thousands on your first campaign.
5. Choose the duration. Campaigns can last weeks, but start with a few days to see if this platform fits.
6. Evaluate your campaign afterward. Check the platform's metrics dashboard for views, clicks, leads, and other valuable data.

You'll start investing in pricier, long-term campaigns as you learn what works. Your social media for property management posts has become a staple in everyone's feeds.

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