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Social media presentation 2.0


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Looking into starting with Social Media for your apartments? Here is a starting point for you.

Looking into starting with Social Media for your apartments? Here is a starting point for you.

Published in: Real Estate

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  • 1. Social Media
    Steven Everett, CLP
  • 2. Only Note You’ll Need
  • 3.
    • Director of Marketing & Regional Director for Thies & Talle Management in Chanhassen
    • 4. Portfolio of 92 properties in 5 states with over 6,000 units
    • 5. Size range from 11 units to 300 units
    • 6. Affordable to Luxury
    • 7. In the Industry for 15+ years
    • 8. Worked both Property Management and Vendor sides
  • Don’t Worry…
    You Don’t Need To Be A Nerd To Understand This!
  • 9. Quick Survey
    Who 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?
    Four Square?
  • 10. Social Media, why bother…
    Is it really that important?
  • 11. [ Social Media Video ]
  • 12.
  • 13. Traditional Pathway for Marketing
  • 14. Social Media Pathway for Marketing
  • 15. Today's Pathway for Marketing
  • 16. Who Is This?
    Mark Zuckerberg
    Founder & Chief Executive Officer of Facebook
  • 17. Social Media - 3 Main Wheels
  • 18. Where is Everyone?
  • 19. True Power of Social Media
  • 20. Growth of Social Media
    10% of all time spent online is using Social Media which is now more popular than sending e-mails
  • 21. User Generated Content
    78%of people trust user generated reviews and content
  • 22. Research Online, Buy Offline
    According to Nielson Ratings
    92% of internet users have researched online before purchasing from a local business
  • 23. A Real Estate Transaction Is A Social Transaction
  • 24. Social Media is really no different than:
    • Outreach
    • 25. Resident Event & Parties
    • 26. Phone & E-mail
    • 27. Word Of Mouth
  • Before You Start…
    Decide who will be in charge of managing your brand and communications.
    Corporate, Site or 3rd Party
    Find out where your residents and prospects are.
    Go where the people are
    Listen on the web using tools and searches.
    Google Search, Google Alerts
  • 28. What Not to Do with Social Media
    Do not argue with your residents
    Do not just publish specials and availability
    Don’t forget about. It needs to be worked.
  • 29. The Goals of Social Media
    Know what people are saying
    Participate in conversations
    Create community and buzz
    Help your residents get to know each other and have them talk about your apartments to their friends
    Offer things that people find valuable
    Improve Resident Retention
    People stay if they have a reason
    Respond to them and encourage them to talk about your brand
  • 30. The Goals of Social Media
    Find new renters
    Personal referrals are always your best leads
    What can you offer people that they will find valuable
    Reduce your cost per lead and cost per lease
    Maximize your advertising to prevent having to ad more
  • 31. Let’s Get Started!
  • 32. Growth of
    Facebook has over 300,000,000. Half use it everyday
    Facebook users span ALL ages. Fastest growing segments is 54+
    Facebook is visiting monthly by 3 in every 10 people
    Facebook Users Rent YOUR Apartments
  • 33. Facebook Users by Age Group
  • 34. 5 Types of Facebook Pages
    • Individual Profile Pages For individuals
    • 35. Public Profile Pages for Non-Fans For corporate brands (content open with limited interaction options – read only type content)
    • 36. 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
    • 37. Group Profile PagesPrivate groups collaborating
    • 38. Marketplace Pages Marketplace gives you the ability to buy, sell, give away or ask for anything you might need.
  • Power Of Facebook
    The average Facebook user has 120 friends on the website. 300 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.
  • 39. Facebook Strategy
    Find existing conversations, fans, groups and events around your brand. Don’t rule out websites like,, 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.
  • 40. Facebook Hints
    Instead 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 Interaction
    Question of the day. Quiz of the day.
    “Can you guest which staff member this baby photo belongs too?”
    Create Interest
    Post interesting quote. Ask for an interesting quote.
    Create Information
    Resident 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
  • 41. 1.
  • 42. Keys To Successful Social Media
    Read All the feedback and look for trends
    Leverage technology to help you grow
    Don’t be afraid to be the first
    Become a community hub
    Encourage Reviews / Ask for them
    Find a schedule and stick to it
    Make sure you image the same message across all platforms
    Monitor, Communicate and Participate
    Remember, it is really Word Of Mouth Marketing WOM
  • 43. Things You Can Do Now
    Get your company brand on all major social media outlets
    Setup Google Alerts for your brand and your competitors brand
    Listen to conversations about your brand and participate and communicate
    Learn from mistakes and build off of best practices
    Allow your sites to communicate with their residents and prospects via these means
    Develop a tracking method
    Set Goals
  • 44. Social Media Is Not A FAD
    It 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!
  • 45. Some FREE Great Resources
  • 46. before I end…
  • 47.
  • 48. Steven Everett
    Steven Everett