1.
Chris Vaughn
Director of Marketing
DigitalSherpa

2.
APARTMENT HUNTING
ON THE SOCIAL WEB:
THINKING ABOUT THE
SOCIAL CUSTOMER
FIRST
#multifamilysms2014

3.
THE EVOLUTION OF
‘REACH’
#multifamilysms2014

4.
TRADITIONAL OFFLINE
SOCIAL REACH

5.
STEP ONE

6.
STEP TWO

7.
STEP THREE

8.
THE REACH OF THE ILS

9.
HE EVOLUTION OF SOCIAL REACH
THE SOCIAL MEDIA CUSTOMER

10.
STEP ONE

11.
STEP TWO

12.
THE SOCIAL APARTMENT
HUNTING EXPERIENCE

13.
CONTENT
#multifamilysms2014

14.
Stacks Case Study





Annual Loft + Artist tour open to public
Cabbage Town Atlanta
Connects with community psychographics
 Historic building/historic part of town
 Art show/artist & creative Atlanta colony
$5 entry
Engages residents and local community

15.
Content puts Stacks
at center of community
Atlanta
Artists
Residents
Surrounding community
markets Stacks
Design/Art
Bloggers
Stacks
Local
Restaurant
Local
Retailers
RE
Agents
Stacks leverages community
social graph
Stacks benefits in
Google search

16.
USING WEB CONTENT
Consumers want to be _____
before making buying decisions:
Interrupted?
Solicited?
Assisted and Educated!

17.
HOW DOES WEB CONTENT
FACTOR IN FOR THE SOCIAL
MEDIA CUSTOMER?

18.
#1- Create Meaningful Content
Create educational content for your target
audience and buyer profiles on your
company website or blog

19.
#2: Using CTA’s
Share that meaningful content on
your social networks with engaging
calls-to-action

20.
#3- Conversion
Lead your website or blog visitors to
your “bottom of the funnel” conversion
events (where they become business
leads. That’s still the end goal, right?)

21.
SHARE CONTENT OF
OTHERS


Think “customer first”. If you come across
content on the Web that you think benefits
your consumer base, share away!
Added benefits of sharing the content of others
include:
 Relationships
with other businesses and brand
ambassadors whose content you share
 Other businesses will be more likely to follow your
account and share your content

22.
GEO-TARGETED CONTENT
Create content geotargeted to your key
markets that will help apartment hunters in
that market
 Find apartment hunters in markets asking
questions or seeking help in the markets
you’ve targeted
 Create conversion opportunities by send
blog or website readers to that market’s
listing page from within your geo-targeted
content


23.
OPPORTUNITY
#multifamilysms2014

24.
OPPORTUNITY



Over 100,000 people seek help or express
frustration with apartment hunting on social
media networks a month
4 of 5 consumer inquiries on social networks
go unanswered (As of October 2013)
This is more pronounced in Real Estate,
where only 15% of consumer inquiries are
answered, with an average response time of
13 hours*
*Statistics courtesy of Sprout
Social

25.
OPPORTUNITY

26.
OPPORTUNITY

27.
ENGAGEMENT
#multifamilysms2014

28.
ENGAGEMENT TIPS



DO ask leading and help-oriented questions
like “How can we help” or “What city are you
looking for an apartment in?”
DON’T spam with a link immediately. Social
consumers are SMART and will tune you out
DO show personality and have fun. Social
consumers like to know they are dealing with
real people

29.
ENGAGEMENT TIPS



DO have resources for the consumer ready
quickly when they engage. Social users have
short attention spans
DON’T reply without a link to content or a
listing. This conversation is now in a selling
stage
DO ask a follow-up question with the link you
provide such as “What are your requirements
for the perfect apartment?”

30.
ENGAGEMENT TIPS



DO follow up with the consumer after an
appropriate amount of time to close the service
loop
DON’T keep sending them messages until
they reply.
DO use success stories like this as case
studies to show consumers how much easier
your brand can make the process of apartment
hunting

31.
PUTTING IT ALL TOGETHER
•
How to feel good about all this work?
•
What Can Be Immediately
Measured?
•
What Can’t Be?