Want Effective Property Management Marketing? Mind your P’s & C’s
Didn’t grandma ever tell you to mind your own business? Now it’s time to shift focus to the P’s & C’s of property management social media marketing.
Social media moves fast — so it’s critical to stay up to date with the most innovative new ideas. The recent Multifamily Social Media Summit gave property management professionals the perfect opportunity to exchange such ideas and ruminate on the state of property management social media marketing.
If you weren’t able to travel to Napa Valley to attend the conference, don’t worry — we’ll take a seep dive to highlight all the most intriguing ideas.
Avoiding the “deadly four Ps”
Have you ever noticed that brands within some industries handle their social media with much more skill than brands in others? Part of this has to do with the nature of the business — it’s hard to make industrial supplies compelling, for example.
Property management falls somewhere in the middle of this spectrum. Yet this isn’t necessarily a bad thing. For property management firms that get social media right, it’s a chance to become highly differentiated within their market.
One of the easiest ways to get it right is to prioritize storytelling. Let’s face it: Most people don’t care about the “deadly four P’s,” as marketer Steve Crescenzo refers to them: Policies, programs, products and procedures. What do they care about? According to Crescenzo, the “four Cs” — compelling, creative, concise and conversational content.
Partner with a property management social media marketing firm to present your content in the form of a narrative, rather than a dry report where you’re simply pushing out information, and you’ll keep your audience from tuning out.
Higher impact on a lower budget
Every marketer has heard it repeated ad nauseam: Video is critical to your success. More video content is now being uploaded every 30 days than all the content the broadcast TV networks have ever created. Additionally, audiences report deeper engagement with video content.
Unfortunately, video does present challenges. Many brands don’t have the time or the budget to create high-level video content on a consistent basis. However, there is a simple solution — the use of short animated videos. These videos are high impact and relatively inexpensive to produce.
By partnering with the right property management social media-marketing agency, multifamily businesses can reap the benefits of video marketing within their social efforts without deploying excessive resources.
An influential marketing approach
Influencer marketing isn’t new or novel, but it’s just now gaining traction within the multifamily space. By joining forces with an influencer, brands gain access to highly engaged users and receive an endorsement that carries more weight than traditional online marketing messages. The best influencers combine the weight and value of a word of mouth recommendation with the reach of digital.
Some multifamily properties are taking this strategy to the next level by offering free or discounted living space to partnered influencers. These influencers agree to share their living experiences within the community on social media in exchange for this consideration.
While partnering with influencers does require some due diligence and careful guidelines in terms of how content is presented, it’s a strategy that makes sense for multifamilies seeking to improve engagement and grow their social media audience.
If you’re seeking help with property management social media marketing, don’t wait to call our property team today. We’ve got the multifamily expertise, creative talent, and digital skills to help you creative a marketing campaign that creates interest, generates revenue, and increases occupancy.