{"id":31559,"date":"2022-03-25T05:22:00","date_gmt":"2022-03-25T12:22:00","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=31559"},"modified":"2022-03-28T12:53:18","modified_gmt":"2022-03-28T19:53:18","slug":"takeaways-multifamily-social-media","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/takeaways-multifamily-social-media\/","title":{"rendered":"Top Takeaways"},"content":{"rendered":"\n

The largest Multifamily Social Media Summit ever brought more brilliant suggestions to multifamily marketers on Thursday at the Meritage Resort and Spa in Napa, Calif. REACH by RentCafe<\/a> is the social media, photo booth and platinum exhibit sponsor of the 10th<\/sup> anniversary event, which concludes today.<\/p>\n\n\n\n

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Andrew Davis, acclaimed marketer, best-selling author and filmmaker, opened Day Two of the event with a humorous and engaging talk about how constraints \u2013 as small as technology challenges and as large as a worldwide pandemic  \u2013 \u00ad\u00adcan breed creativity for any business.<\/p>\n\n\n\n

\u201cI started to realize that this was really an unexpected experiment that we had been gifted,\u201d Davis said of the unforgettable global events of the last two years. \u201cIt allowed us to ask: What happens when every business in the world is faced with the exact same disruptive forces?\u201d<\/p>\n\n\n\n

The solution to extreme disruption, as presented by Davis, is to forget the adage \u201cthink outside the box\u201d and instead go INSIDE a box that he calls \u201cThe Cube of Creativity.\u201d Read on to learn how the Cube works and glean more takeaways from this trend-defining marketing event.<\/p>\n\n\n\n

The four sides of the Cube of Creativity<\/strong><\/p>\n\n\n\n

Davis presented two dynamic case studies from non-housing businesses that faced extreme challenges during the pandemic. One was a flower delivery service that had to relocate its distribution channel to Ecuador because of California\u2019s non-essential worker shutdown. Another was a sustainable farm that previously relied on in-person events for its livelihood.<\/p>\n\n\n\n

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1. Eliminate the unnecessary<\/strong>: Taking on dynamic new initiatives means that some existing work will have to drop off. \u201cAsk yourself, what are we going to drop doing in order to pursue this brand new initiative,\u201d Davis said. \u201cEvery time we take on something new, we have to kill at least two (existing) projects.\u201d<\/p>\n\n\n\n

2. Define the outcome<\/strong>: Set a specific goal for your new initiative. \u201cWe need to ask ourselves, what single result defines success,\u201d said Davis. \u201cIt needs to be clear for us and any team members we work with and executives we present to.\u201d<\/p>\n\n\n\n

Both found ways to pivot, survive, and thrive, and Davis told their stories as structured around the Cube of Creativity. Its four sides are:<\/p>\n\n\n\n

3. Limit the options<\/strong>: \u201cThis is where you\u2019re applying additional limitations to an already constrained project,\u201d Davis explained. \u201cI always recommend you add two constraints: a time limit and at least one creative limitation. Take your limitations and turn them into growth fuel for creative ideas.\u201d<\/p>\n\n\n\n

4. Raise the stakes<\/strong>: \u201cWe\u2019ve got to be clear about what\u2019s at stake.\u201d Incentives for achievement could be financial, experiential, or personal fulfillment. Disincentive examples include market shifts, future success and client or customer defection.<\/p>\n\n\n\n

Google expert delivers dynamic video advice<\/strong><\/p>\n\n\n\n

Dave Hoffman, Senior Client Partner at Google, delivered a compelling talk that challenged the audience to take advantage of the opportunity to change and transform.<\/p>\n\n\n\n

He believes that there will be no post-Covid \u201cnew normal,\u201d a term that\u2019s been tossed around a lot lately.<\/p>\n\n\n\n

\u201cWhat\u2019s going to happen in the next six to 18 months is a completely different world,\u201d said Hoffman. Instead, anticipate a paradigm shift that relies on user-generated content (UGC, covered heavily in day one of the event<\/a>) and employee-created content.<\/p>\n\n\n\n

\u201cIf you give your employees that room to breathe and be creative, you have these new and wonderful opportunities that Covid created for us,\u201d said Hoffman.<\/p>\n\n\n\n

He offered examples from other industries, including fashion, make-up and automotive, that illustrated how multifamily can create compelling video content that gains prospect notice. And he thought back to reading Choose Your Own Adventure books as a kid.<\/p>\n\n\n\n

\u201cThat\u2019s what I think the digital journey is: it\u2019s a choose your own adventure story. Our job as marketers is to give them the journey they want to have.\u201d<\/p>\n\n\n\n

Here are some key tips for how to achieve that with multifamily videos:<\/p>\n\n\n\n

Embrace that new trends aren\u2019t going away<\/strong>: The pandemic will continue to impact how renters think about moving, working and prioritizing, said Hoffman. According to one survey, 61 percent of renters and homeowners say Covid still has an impact on how they live daily. Conveniences that came about during the pandemic are likely to stick around.<\/p>\n\n\n\n

Create a virtual on-property experience for future renters: <\/strong>Show them the property intimately before they ever arrive on-site.Hoffman shared a compelling personal example about a pre-sale video created for his uncle during the pandemic. As a result, he bought a condo in Florida without ever touring it in person.\u201cGive them such a great experience on video before they\u2019ve ever shown up, that all your leasing agent has to do when they show up is not fumble,\u201d he advised.<\/p>\n\n\n\n

Find ways to use authentic voices to drive engagement: <\/strong>Advocacy for UGC continued with the suggestion that apartment marketers find micro-influencers within their communities to help spread the word about properties\u2019 appeal. \u201cUse the search bars to find these partners,\u201d Hoffman advised. \u201cOn Google, TikTok, YouTube and Insta(gram), there are more enterprising creators than you think that you can find through searching on the platforms. And ask around the complex for influencers and partnerships.\u201d<\/p>\n\n\n\n

Social media trends to watch<\/strong><\/p>\n\n\n\n

Among a host of great social media trend tips from Greer Kimsey and Lauren Sloat of Streetsense is the growing importance to consumers of companies who place purpose, causes and values first.<\/p>\n\n\n\n

\u201cThere\u2019s mounting evidence out there that building a brand and a content marketing strategy around purpose is good for business,\u201d said Sloat. One survey says 66 percent of consumers (and 91 percent of millennials) say they would switch from a product they typically buy to a new product from a purpose-driven company.<\/p>\n\n\n\n

Additional key social media trend takeaways included:<\/p>\n\n\n\n