As presented on November 10, 2011 for the National Apartment Association - Online Learning
Facebook for property management: from start to finish, everything you need to know to create a presence on Facebook that attracts and retains residents at your community. Stand out from the crowd, don't be left behind! There's nothing worse than being ignored online. We can show you how to differentiate your community from competitors.
Participants will be able to understand the purpose of Facebook. Participants will be able to build a Facebook presence for their community that allows them to stand out from the crowd. Participants will be able to understand how to use Facebook for resident retention AND word of mouth marketing.
Facebook for Property Managers • The Purpose of Facebook • Build a Facebook Presence that Stands Out • Using Facebook for Resident Retention and Community Marketing • Measuring Success
The Purpose of Facebook Leverage Facebook to: •Connect with residence •Increase visibility of your community online •Improve resident retention and referrals •Share important news with residents •Challenge your competition
The Purpose of Facebook Americans spend more time on Facebook than any other U.S. website. More than ½ log in every day. Social media users are more active and influential offline. Post at least once every day to reach 22% of page fans in a given week.
The Purpose of Facebook People “like” brands and businesses on Facebook to: • Receive promotions and coupons (40%) • Receive updates on upcoming promotions and sales (30%) • Show their support (39%) ExactTarget - 2010
Building a Unique Facebook Presence: Content Community Information • Upcoming events, like parties • Photos from community events • Introduce new employees • Make important announcements • Reply to questions about pricing and availability • Share content like newsletters • Share community pet photos • Receive and respond to maintenance requests • Promote employee hobbies/interests
Building a Unique Facebook Presence: Content Local Information • Upcoming events, like games, concerts, parades, etc. • Photos from local community businesses • Re-share information from local businesses • Green living tips • Coupons, Groupons, discounts, and sales • Holiday celebration information (tree lighting)
Building a Unique Facebook Presence: Content Interesting Updates • Trivia • Quotes • Inspirational photos and stories • Fill-in-the-blank updates • Ask questions
Building a Unique Facebook Presence: Content What NOT to post • Politics • Controversial public issues • Specific religious or spiritual beliefs • NEVER complain or criticize employees or residents • NEVER make fun of a real person or group of people • *Try to avoid posts regarding due rent, available units, etc. – Use other methods to share this information like Ads, Contests, etc.