{"id":17378,"date":"2017-02-13T05:00:34","date_gmt":"2017-02-13T13:00:34","guid":{"rendered":"http:\/\/www.yardi.com\/blog\/?p=17378"},"modified":"2020-12-24T22:05:08","modified_gmt":"2020-12-25T06:05:08","slug":"3-big-trends","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/3-big-trends\/","title":{"rendered":"3 Big Trends"},"content":{"rendered":"<p>Team Yardi was lucky enough to attend the 5<sup>th<\/sup> annual <a href=\"http:\/\/multifamily-social-media.com\/\" target=\"_blank\" rel=\"noopener\">Multifamily Social Media Summit<\/a> in Napa during the first week of February this year. This conference brings together<img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-17384\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_164944465_iOS.jpg\" alt=\"20170202_164944465_iOS\" width=\"402\" height=\"536\" \/> a wide variety of speakers from within and without the real estate industry to talk about the impact of social media on marketing, leasing and more.<\/p>\n<p>We\u2019re always happy to get out there and hear new trends and challenges being discussed \u2013 as well as meet with clients from social savvy companies like <a href=\"https:\/\/pinnacleliving.com\/\" target=\"_blank\" rel=\"noopener\">Pinnacle<\/a>, <a href=\"http:\/\/www.resideliving.com\/\" target=\"_blank\" rel=\"noopener\">Reside Living<\/a> and <a href=\"http:\/\/www.monarchinvestment.com\/\" target=\"_blank\" rel=\"noopener\">Monarch Investment and Management Group<\/a>.<\/p>\n<p>This year we left the summit with three big social trend takeaways:<\/p>\n<p><strong>Live Video Is Happening<\/strong><\/p>\n<p>If you\u2019ve been waiting for live video to go away, raise your hand. (You can\u2019t see me, but I\u2019m holding mine up sheepishly.) You might be thinking, \u201cBut I don\u2019t want to be on camera, and the quality is unprofessional. Who would want to watch it anyway?\u201d<\/p>\n<p>Everyone, it turns out.<\/p>\n<p>Keynote speaker <a href=\"http:\/\/joelcomm.com\/\" target=\"_blank\" rel=\"noopener\">Joel Comm<\/a>, an author and entrepreneur who has hundreds of thousands of social media followers, was the first to bring it up. \u201cLive video is the most significant leap in social media since the iPhone,\u201d he said. \u201cYou now have the power in your hand to go live and reach the world\u2026 and your communities. It will give you an unfair advantage over your competitors.\u201d<\/p>\n<p>Multiple speakers urged property managers to use live video to get potential residents to know, like and trust their brands by providing useful information. Joel even thoughtfully provided a list of live video ideas specific to multifamily:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Show an empty apartment<\/li>\n<li>Showcase a furnished apartment<\/li>\n<li>Meet the staff<\/li>\n<li>Explore the neighborhood<\/li>\n<li>Show building in progress<\/li>\n<li>Show new amenities<\/li>\n<li>Tour the fitness center or pool<\/li>\n<li>Broadcast an event<\/li>\n<li>Walk through the leasing process<\/li>\n<li>Offer time-sensitive specials<\/li>\n<li>Do a question and answer session<\/li>\n<li>Run a contest<\/li>\n<li>Provide packing and moving tips<\/li>\n<li>Meet the residents<\/li>\n<\/ul>\n<p>Still not sold on the idea? As speaker Matt McAllister pointed out, 33% of all activity that happens on the internet is people watching video. Don\u2019t miss out on traffic that could be yours!<\/p>\n<p><strong>Renters = Lurkers<\/strong><\/p>\n<p>Think your residents aren\u2019t engaging with your social pages? Wrong. Some surprising data from the SatisFacts 2017 Online Renter Study was presented at the summit. \u201cCommunity social media\u201d was listed as the second top value driver by prospective renters \u2013 right after \u201csense of community\u201d \u2013 even though only 48% of respondents said they would use a community\u2019s social media page.<\/p>\n<p>That means that while they might not be interacting with your pages, they are definitely looking to see what you\u2019re posting. \u201cEven if they\u2019re not participating, they\u2019re watching. We have some lurkers out there,\u201d said Jen Piccotti, senior vice president of education and marketing at SatisFacts.<\/p>\n<p>So you better have something to show your largely silent audience. \u201cSocial media efforts can\u2019t be inconsistent,\u201d asserted speaker Joe Nolan. Regularly posting the things make your properties a good place to call home will help you brand your business, increase your sense of community and win more leases in the long run.<\/p>\n<p>And remember, it\u2019s not just your posts that get seen but also your interactions. \u201cCustomer service really can be marketing. It\u2019s the way you represent your company,\u201d reminded Laurie Meachum, leader of the customer service and commitment team at JetBlue.<\/p>\n<p><strong>Don\u2019t Ignore Data<\/strong><\/p>\n<p>Maybe you can\u2019t see every prospect who looks at your social channels, but there\u2019s plenty of data out there that will help you find them. If you\u2019re not using it, you\u2019re getting the conversions you deserve.<\/p>\n<p>Multiple speakers talked about building custom audiences that target specific areas or niche interests to find the right prospects for your properties, instead of wasting money advertising to a more general pool of internet users. \u201cReaching smaller groups of people with relevant content has a bigger impact,\u201d said Corey Padveen, certified inbound marketer and Google AdWords specialist.<\/p>\n<p>Need help targeting the right audience? If you use Yardi\u2019s <a href=\"http:\/\/www.yardi.com\/products\/rentcafe\/\" target=\"_blank\" rel=\"noopener\">RentCafe property marketing and leasing platform<\/a>, our SEO and SEM services team can help drive the right traffic to your properties. <a href=\"mailto:sales@yardi.com?subject=I%20want%20to%20lean%20more%20about%20RentCafe%20SEO%20&amp;%20SEM%20services\" target=\"_blank\" rel=\"noopener\">Email us<\/a> to learn how to get started.<\/p>\n<p><strong>Want more?<\/strong><\/p>\n<p>Since it\u2019s a social media conference, we also had a blast being a part of the live Twitter stream. Check out <a href=\"https:\/\/twitter.com\/hashtag\/multifamilysms2017?f=tweets&amp;vertical=default&amp;src=hash\" target=\"_blank\" rel=\"noopener\">#multifamilysms2017<\/a> to see what everyone was talking about. It will almost feel like you were there in person! (Vineyard views not included.)<\/p>\n<div id='gallery-1' class='gallery galleryid-17378 gallery-columns-3 gallery-size-thumbnail'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.yardi.com\/blog\/3-big-trends\/20170202_215944000_ios\/'><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"96\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=128&amp;h=96&amp;crop=1\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=800 800w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=1000 1000w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=1200 1200w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_215944000_iOS.jpg?w=1440 1440w\" sizes=\"auto, (max-width: 128px) 100vw, 128px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.yardi.com\/blog\/3-big-trends\/20170202_205554000_ios\/'><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"96\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=128&amp;h=96&amp;crop=1\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=800 800w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=1000 1000w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=1200 1200w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_205554000_iOS.jpg?w=1440 1440w\" sizes=\"auto, (max-width: 128px) 100vw, 128px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.yardi.com\/blog\/3-big-trends\/20170202_174726982_ios\/'><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"96\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=128&amp;h=96&amp;crop=1\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=800 800w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=1000 1000w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=1200 1200w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_174726982_iOS.jpg?w=1440 1440w\" sizes=\"auto, (max-width: 128px) 100vw, 128px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.yardi.com\/blog\/3-big-trends\/20170202_165035966_ios\/'><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"96\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=128&amp;h=96&amp;crop=1\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=800 800w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=1000 1000w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=1200 1200w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_165035966_iOS.jpg?w=1440 1440w\" sizes=\"auto, (max-width: 128px) 100vw, 128px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.yardi.com\/blog\/3-big-trends\/20170202_164944465_ios\/'><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"96\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170202_164944465_iOS.jpg?w=128&amp;h=96&amp;crop=1\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.yardi.com\/blog\/3-big-trends\/20170203_170744571_ios\/'><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"96\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2017\/02\/20170203_170744571_iOS.jpg?w=128&amp;h=96&amp;crop=1\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Team Yardi was lucky enough to attend the 5th annual Multifamily Social Media Summit in Napa during the first week of February this year. This conference brings together a wide variety of speakers from within and without the real estate industry to talk about the impact of social media on marketing, leasing and more. We\u2019re [&hellip;]<\/p>\n","protected":false},"author":644,"featured_media":17387,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440],"tags":[1853,1854,62,29,51,1852],"class_list":["post-17378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-event","tag-live-video","tag-marketing","tag-multifamily","tag-social-media","tag-summit"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v24.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Yardi Blog<\/title>\n<meta name=\"description\" content=\"Team Yardi was lucky enough to attend the 5th annual Multifamily Social Media Summit in Napa during the first week of February this year. This conference\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Big Trends\" \/>\n<meta property=\"og:description\" content=\"Team Yardi was lucky enough to attend the 5th annual Multifamily Social Media Summit in Napa during the first week of February this year. 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