Do You Have a Social Media Display Window?

One of the most innovative ways to think about Social Media Sites, such as Facebook, Instagram is like the retail display window. A display window is a window in a shop displaying items for sale or otherwise designed to attract customers to the store.  A communities Social Media Sites should be just the same, showcasing the experience of living at the community, enticing viewers to want to come in and visit or connect with the community for more information. All of the ideas below are great to showcase in not only photos, but videos as well. The communities social media page should showcase a little bit of each part of the renters experience such as:

• Pre, During and Post Community Events (Creating the Fear of Missing Out)

• Community Floor plans

• Showcase specific amenities within the unit (IE: USB ports in the apartment home)

• Amenities (Not just the amenity alone, but residents using the amenity)

• Local Events (Share events from other local pages)

Social Media and Review Responses: Do you know your audience?

During your day to day tasks do you treat social media posts and responding to reviews the same? Both are equally important in a community’s marketing strategy, however each have a different target audience. Imagine you are checking out a new restaurant for dinner, if you have never been there before, reviews will be the most important aspect of looking for a quality restaurant.  Once you have dined at the restaurant, you can now contribute to the restaurant’s online story through social media by posting videos or photos of your food and experience. Reviews are most valuable before you’re a part of the experience, social media is most important once you’ve become part of the experience.

Renters view their experience through the same lens, turning to ApartmentRatings among other review sites to thoroughly understand the resident experience as well as other aspects of life at the community. Once a renter chooses to lease, they can now contribute to the community’s online story via social media. 

A renter’s journey is extremely important no matter if it is before or after a lease is signed.   Our 2018 Social Media Study shows only 14% of renters consider a community’s social media presence, ranking it at 46 of 48 when it comes to the impact of the prospects leasing decision. What does this mean in regards to a community’s social media efforts? “Do social the resident’s way” Social media has become an avenue for residents to connect and engage with the community team. Residents can sense the authenticity of a community through social media as well as the community’s personality. With more eyes on the community’s social media page, what type of posts are most important? The list below showcases the top 5 types of posts renters want to see; community improvement announcements coming in at number one. This type of post shows the renter where their money is being spent within the community, and can help to elevate a renter’s perception of value. 

How Important Are These Types of Posts to You?

1 -Community Improvement Posts

2 - Resident Referrals

3 - Community Events

4 - Local Business’s Promotions

5 - Local Events

Once someone has moved in and is paying rent, they want to feel a sense of community through social media. A current resident is not looking to see posts such as “rent is due”, community “rental specials”, or even pictures of a model home.  When rents are increasing, the last thing a resident wants to see is a “move-in special” posted on the community’s social media page. "Renter engagement drives social engagement.” Keep it real, post frequently and get creative.. Stay focused on doing “Social the resident’s way”; get closer to fans and be a storyteller

Our 2019 Online Renter Study shows an outstanding 62% of renters would not consider leasing if Community Managers do not respond to reviews. Only 16.8% of renters don’t read the resident reviews.  And more than ever, renters are looking beyond a community’s score, carefully reading and evaluating the content within reviews, including manager responses.

They not only want to hear what current and past residents are saying about their next potential home, but also, that management is attentive, caring, and dedicated to making their experience a good one. In the same study, we asked “how does it make you feel when an apartment community staff member responds to an online review by a resident?” The most selected option was “the management team has great customer service” and second most was “the management team really cares about their residents”. 

Two important reminders when responding to reviews is to acknowledge the reviewer and market to the reader. Here’s our recommended 5-step plan: 1) Assess the situation, 2) Appreciate the reviewer, 3) Acknowledge the positive, 4) Address the issue, and 5) Avoid the fluff. Most importantly renters are not looking for perfection in a response, but are looking for a review response to be authentic. 

Responding to reviews and creating a sense of community through social media are equally important in a community’s marketing strategy, however each has a different target audience, which means social media posts and responding to reviews should be handled differently. Remember reviews are for the renter that is still looking for a new home, while social media is about the experience that renter will encounter should they decide to become a resident.  

-Featured on MultifamilyInsiders

High Tech and Higher Touch: The Evolution of Leasing

Have you noticed the new branding at McDonalds includes touch screens inside the restaurant? One may think the idea of a self-ordering system is about reducing employee costs and increasing NOI, but it actually is driven by the desire to focus on the customer’s experience. According to a Business Insider article, “A recent MSN poll suggests that most Americans prefer cashiers over automated kiosks. But automated ordering can help wait times and improve order accuracy, and it doesn't negatively affect labor as much as some think.” The challenge for McDonalds is many consumers believe mobile ordering and kiosks have arrived to take away jobs, ultimately saving money, however that simply isn’t true. McDonald’s is reallocating labor to other parts of the business and is meeting the demand of the consumer on their wants and needs through a remarkable customer experience.

Our industry is not much different. With the chatter about self-guided tours and other technology, the fear that leasing jobs will be eliminated is just not practical. Self-guided tours allow leasing agents to free up some of their time from phone tag, emails and setting up appointments. In addition, they allow prospects to not feel rushed when touring. Embracing this new technology must also come with the knowledge there is no replacement for human interactions as choosing a home is an emotional and important decision. According to our 2019 Online Renter Study, the perception of quality customer service is ranked #2 in importance regarding the leasing decision, which lets us know elimination of leasing jobs will not be a thing of the future. Self-guided tours allow us to better customize a prospects experience, ultimately complimenting the onsite team’s quality customer service.

Whether the prospect tours during or after office hours, it’s important to meet the preference of that prospect. If a self-guided tour is preferred leasing agents will still have the opportunity to connect before and after the tour. Perhaps the prospect tours afterhours, and the follow up now looks a bit different than a traditional email, call or text.

Combining technology and the customer experience is a tricky balance. In 2015, renters rated the importance of a community’s commitment to technology (specifically technology to enhance communication, service and experience) a 4.03, by 2019 the importance grew to 4.14.    Because we are in a business that is people driven, we cannot let the evolution of technology substitute for human interaction. Renter’s questions and concerns will always need someone to assist them, only people are capable of empathy and can handle complex concerns and solve renter’s problems. Again, the challenge is creating a strategy that accommodates both.

When a renter reaches out to have a conversation, whether it is because they want a self-guided tour or a traditional one, it’s an opportunity for the community’s team to shine! The more a community welcomes new technology, the brighter the light will shine in the interaction a renter has with the staff. We must look at the traditional role of a leasing agent and view the new technology as an evolution not an elimination to keep up with the changing preferences of renters.

- Featured on MultifamilyInsiders.com