Social MediaSteven Everett, CLP

Director of Marketing & Regional Director for Thies & Talle Management in ChanhassenPortfolio of 92 properties in 5 states with over 5,000 unitsSize range from 11 units to 300 unitsAffordable to LuxuryIn the Industry for 15+ yearsWorked both Property Management and Vendor sides

Director of Marketing & Regional Director for Thies & Talle Management in Chanhassen

Portfolio of 92 properties in 5 states with over 5,000 units

Size range from 11 units to 300 units

Affordable to Luxury

In the Industry for 15+ years

Worked both Property Management and Vendor sides

Don’t Worry…You Don’t Need To Be A Nerd To Understand This!

Quick SurveyWho here has a Facebook Page?Who here has a Twitter Account?Who here has a MySpace Page?Who Actively uses You Tube?Who here monitors Yelp?

Social Media, why bother…Is it really that important?

[ Social Media Video ]

Traditional Pathway for Marketing

Social Media Pathway for Marketing

Today's Pathway for Marketing

Who Is This?Mark ZuckerbergFounder & Chief Executive Officer of Facebook

Social Media - 3 Main Wheels

Where is Everyone?

True Power of Social Media

Growth of Social Media10% of all time spent online is using Social Media which is now more popular than sending e-mails

User Generated Content78%of people trust user generated reviews and content

Research Online, Buy OfflineAccording to Nielson Ratings92% of internet users have researched online before purchasing from a local business

A Real Estate Transaction Is A Social Transaction

Social Media is really no different than: Outreach Resident Event & Parties Phone & E-mailWord Of Mouth

Outreach

Resident Event & Parties

Phone & E-mail

Word Of Mouth

Before You Start…Decide who will be in charge of managing your brand and communications.Corporate, Site or 3rd PartyFind out where your residents and prospects are.Go where the people areListen on the web using tools and searches.Google Search, Google Alerts

What Not to Do with Social MediaDo not argue with your residentsDo not just publish specials and availabilityDon’t forget about. It needs to be worked.

The Goals of Social MediaKnow what people are sayingParticipate in conversationsCreate community and buzzHelp your residents get to know each other and have them talk about your apartments to their friendsOffer things that people find valuableImprove Resident RetentionPeople stay if they have a reasonRespond to them and encourage them to talk about your brand

The Goals of Social MediaFind new rentersPersonal referrals are always your best leadsWhat can you offer people that they will find valuableReduce your cost per lead and cost per leaseMaximize your advertising to prevent having to ad more

Let’s Get Started!

Growth ofFacebook has over 250,000,000. Half use it everydayFacebook users span ALL ages. Fastest growing segments is 54+Facebook is visiting monthly by 3 in every 10 peopleFacebook Users Rent YOUR Apartments

Facebook Users by Age Group

5 Types of Facebook PagesIndividual Profile Pages For individualsPublic Profile Pages for Non-Fans For corporate brands (content open with limited interaction options – read only type content)Public Profile Pages for Fans For corporate brands (special content and offers for “fans” that is not available to “non-fans with lots of opportunities to interact with your company/brand) Shows up on Google searchesGroup Profile PagesPrivate groups collaboratingMarketplace Pages Marketplace gives you the ability to buy, sell, give away or ask for anything you might need.

Individual Profile Pages For individuals

Public Profile Pages for Non-Fans For corporate brands (content open with limited interaction options – read only type content)

Public Profile Pages for Fans For corporate brands (special content and offers for “fans” that is not available to “non-fans with lots of opportunities to interact with your company/brand) Shows up on Google searches

Group Profile PagesPrivate groups collaborating

Marketplace Pages Marketplace gives you the ability to buy, sell, give away or ask for anything you might need.

Power Of FacebookThe average Facebook user has 120 friends on the website. 250 million Facebook users available. You do the math.Ask your residents to send out a resident referral broadcast to their friends which is a POWERFUL endorsement.100 residents x 120 friends each = 12,000 prospects would see a trusted “friend endorsed” introduction to your apartment community. If just 1% of these friends leased at your community, then you’d have 120 new leases.

Facebook StrategyFind existing conversations, fans, groups and events around your brand. Don’t rule out websites like ApartmentRatings.com, Yelp.com, etc.Search related fan pages, groups and events for positive mentions of your brand or your competitors.Find out what your competitors are doing on Facebook.Test conversion tools – content, coupons, etc to define keywords relevant to your brand, product category and target audience.

Facebook HintsInstead of making statements, post questions.“It’s going to be a weekend to get out and enjoy the weather, have fun!” but we can improve on this…“Suggestions needed to help enjoy this beautiful weekend, any ideas?”Create InteractionQuestion of the day. Quiz of the day.“Can you guest which staff member this baby photo belongs too?”Create InterestPost interesting quote. Ask for an interesting quote.Create InformationResident Notifications. Referral Specials. Resident events.“We just gave away a $300 rent credit for a resident referral! Who’s next?”Promote Links and Fans!Example: cups and handouts

1.4.5.8.

Keys To Successful Social MediaRead All the feedback and look for trendsLeverage technology to help you growDon’t be afraid to be the firstBecome a community hubEncourage Reviews / Ask for themFind a schedule and stick to itMake sure you image the same message across all platformsMonitor, Communicate and ParticipateRemember, it is really Word Of Mouth Marketing WOM

Things You Can Do NowGet your company brand on all major social media outletsSetup Google Alerts for your brand and your competitors brandListen to conversations about your brand and participate and communicateLearn from mistakes and build off of best practicesAllow your sites to communicate with their residents and prospects via these meansDevelop a tracking methodSet Goals

Some Key PointsIt does not replace your traditional advertisingCreate “conversations” not “billboardsFind a way to track success“Engage” in constructive conversations with your residents & prospects

Social Media Is Not A FADIt won’t go away no matter how much you don’t understand it.People are talking whether your listing or not.It is only getting bigger!

Steven EverettTHIES & TALLE MANAGEMENTFacebook.com/steven.everett.mnLinkedin.com/in/steveneverettSteven Everett952.906.7205severett1215severett@thiestalle.com