{"id":4763,"date":"2013-01-25T05:00:55","date_gmt":"2013-01-25T13:00:55","guid":{"rendered":"http:\/\/www.yardi.com\/blog\/?p=4763"},"modified":"2020-12-24T01:16:13","modified_gmt":"2020-12-24T09:16:13","slug":"property-marketing","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/property-marketing\/","title":{"rendered":"Property Marketing"},"content":{"rendered":"

\"Use<\/a>Each year Google pushes out over 500 updates to its search algorithm, and 2012 was no different.\u00a0 In its effort to improve the quality of search results, the latest updates may have helped to level the playing field for property managers and increased the opportunity to drive leads to your doorstep.\u00a0 Now is the time to plan out where your online efforts will be focused in the months ahead.<\/p>\n

 <\/p>\n

 <\/p>\n

G+Local<\/strong>\"G+Local<\/a><\/p>\n

If you haven\u2019t already claimed your property online, this should be your first step in 2013.\u00a0 If you\u2019re unsure, simply do a Google search for your apartment community and include the city.\u00a0 If you\u2019ve claimed your business it should be the first result.\u00a0 Select the Google+ page link to view your page.\u00a0 On the right hand side of the Google+ page is a link to Manage this Page, meaning manage your business listing. If your property\u2019s website is not toward the top of the results, it most likely has not been claimed or there aren\u2019t enough details included in the listing.\u00a0 Whether you need to update your listing or create a new one, you\u2019ll need a Google+ account to get started; http:\/\/www.google.com\/+\/business\/<\/a>.\u00a0\u00a0 Be sure to fill out all of the fields, upload your logo and photos, include a description and your website URL.\u00a0 One benefit of claiming your community is the increased screen real estate that will be given to your property in the search results.\u00a0 Google will include a map in the result, directions to the property, phone numbers and hours of operation, photos, and a link to your website.\u00a0 Claiming your G+ Local page is also important because Google is emphasizing personal and local results.\u00a0 In addition, if someone is searching for your property with a mobile device they\u2019ll be rewarded with a link to call or get directions right at the top of the search results.<\/p>\n

Social<\/strong><\/p>\n

Be social.\u00a0 You don\u2019t have to participate on every social platform available.\u00a0 Be conscious of which platforms make sense for your audience.\u00a0 Chances are, over 80% of your tenants have a Facebook account.\u00a0 Similarly, you\u2019ll have residents on G+, twitter, and Pinterest.\u00a0 Which of these make the most sense for your community?\u00a0 High end properties with a luxurious pool, beautiful clubhouse, and a gym will benefit from a Pinterest account as way to highlight community features.\u00a0 Properties that host resident events or community outreach can create interesting tweets and posts for Facebook and G+.<\/p>\n

G+ is Google\u2019s social networking platform and it\u2019s important not to underestimate its importance.\u00a0 The posts you develop for Facebook can do double duty over on your G+ page.\u00a0 Even if your community doesn\u2019t have the resources to create resident events, you can still highlight what\u2019s happening in the broader community.<\/p>\n

Developing connections on social networks can go a long way toward fostering positive relationships on your property.\u00a0 Create conversations with your residents, encourage your residents to share how much they love living in their apartment, show them how much you appreciate them as tenants.\u00a0 Happy residents are your best defense against a tenant that has a poor experience and rants about it online. \u00a0\u00a0Think of your social presence as insurance.<\/p>\n

Ratings<\/strong><\/p>\n

\"community<\/a>Your tenants have opportunities all over the web to leave feedback and rate your property. According to a recent study by J. Turner Research*, 74% of apartment seekers used online ratings. \u00a0Property managers often fear ratings because a negative rant from a tenant could reflect poorly on their community.\u00a0 While we can\u2019t assure you this won\u2019t happen there are ways to turn negative rants into opportunities.\u00a0 If you\u2019re making an effort to connect with your residents you may be surprised to see they will be the first to sing your praises and speak out against any ill-will.\u00a0 This is what we mean by social insurance.\u00a0 If you see a negative rating, take a moment to reach out to the person to see if there is a way to resolve their complaint.\u00a0 If needed, request to take the conversation offline and ask if you can speak privately.\u00a0 When we take the time to resolve a conflict, we often gain a long term advocate.\u00a0 Be sure to take the time to review your online reputation so you can identify an issue and address it early.\u00a0 This can go a long way toward reducing negative perceptions.<\/p>\n

Don\u2019t be afraid to ask for reviews. Have you made some new additions you think your residents will enjoy? Think your leasing process is simple and painless?\u00a0 Ask your tenants to leave feedback on your G+ page, yelp or other ratings site.\u00a0 By encouraging reviews after a positive experience you\u2019ll build an online reputation that shows you care.<\/p>\n

Take steps to encourage positive ratings by creating single events such as BBQ\u2019s, potlucks, or other community events.\u00a0 Renting is not the same as visiting a restaurant where leaving a review may feel natural.\u00a0 Therefore it\u2019s important to create enjoyable opportunities that show your appreciation of your residents as well as encourages them to share their positive experience.\u00a0 In addition, make an effort to reach out to local businesses.\u00a0 They may be willing to offer your tenants an incentive to try their business and your tenants will know you\u2019re thinking about them.\u00a0 Creating these connections with local businesses is another great way to give your residents a reason to smile and share \u2013 with Likes, +\u2019s, and tweets.<\/p>\n

Content<\/strong><\/p>\n

When is the last time you reviewed your marketing content to see how well it targets your online audience?\u00a0 Are you using the word apartments anywhere?\u00a0 Have you mentioned local landmarks or businesses that are near your community?\u00a0 As you consider the highlights of your community be sure to take into account how your online audience would search for your property.\u00a0 Public transportation, great shopping centers, bike trails are all selling points.\u00a0 While your lush gardens and contemporary lifestyle are important, they\u2019re not likely to be in a search query.\u00a0 Be sure your property description includes more than just a physical description of the property.\u00a0 Connect it to the community surroundings because location matters.<\/p>\n

Get started<\/strong><\/p>\n

If you\u2019ve already taken care of the steps above it\u2019s still a good time to review the effectiveness of your strategy.\u00a0 Are you using a voice that connects with your audience? Are you creating opportunities for sharing or reviews? In 2013 the focus will be on connecting. \u00a0Be part of and encourage that conversation, create those opportunities, and build relationships.\u00a0 In the long run, you\u2019ll retain happier residents and build a community that people are proud to call home.<\/p>\n

*What do Residents Want 2012: http:\/\/www.jturnerresearch.com\/research<\/p>\n","protected":false},"excerpt":{"rendered":"

Each year Google pushes out over 500 updates to its search algorithm, and 2012 was no different.\u00a0 In its effort to improve the quality of search results, the latest updates may have helped to level the playing field for property managers and increased the opportunity to drive leads to your doorstep.\u00a0 Now is the time […]<\/p>\n","protected":false},"author":446,"featured_media":4984,"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":[338,339,29,337,51,60],"class_list":["post-4763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-g","tag-glocal","tag-multifamily","tag-property-marketing","tag-social-media","tag-social-media-marketing"],"acf":[],"yoast_head":"\nYardi Blog<\/title>\n<meta name=\"description\" content=\"Each year Google pushes out over 500 updates to its search algorithm, and 2012 was no different.\u00a0 In its effort to improve the quality of search results,\" \/>\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=\"Property Marketing\" \/>\n<meta property=\"og:description\" content=\"Each year Google pushes out over 500 updates to its search algorithm, and 2012 was no different.\u00a0 In its effort to improve the quality of search results,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yardi.com\/blog\/property-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Yardi Blog\" \/>\n<meta property=\"article:published_time\" content=\"2013-01-25T13:00:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-24T09:16:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2013\/01\/connecting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"230\" \/>\n\t<meta property=\"og:image:height\" content=\"185\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Catriona Orosco\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/catorosco\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Catriona Orosco\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yardi.com\/blog\/property-marketing\/\",\"url\":\"https:\/\/www.yardi.com\/blog\/property-marketing\/\",\"name\":\"Property Marketing - 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