It’s true that social media takes up a lot of time and effort. On top of that, your competitors are most likely on one or more platforms, making it tough to also be competitive. I get it - it’s hard to manage multiple social channels with everything else you have going on. 

However, I’m here to tell you that you can (and will!) stand out from the crowd. To help you out, here are some of my favorite tips that’ll strengthen your social media strategy without exhausting your resources and time. Let’s dive in together! 

Choose a Platform 

With all the social media platforms out there, it’s hard to be great at all of them. So, we recommend selecting one platform and going all-in on it. If you’re already on all of the social media platforms like Facebook, Twitter, Instagram, or LinkedIn, conduct a social media audit. Ask yourself these two questions:

1. Which platforms have the most engagement (i.e., clicks, shares, likes, reposts, etc). This could tell you where most of your target audience lives.
2. What type of content receives the most engagement (i.e., videos, illustrations, images of real people or your property, etc.)

When you’re looking to stand out, select one channel and really go all in. Learn to be the best in that lane, then expand out to the others. 

Experiment with Video

Another one of our favorite apartment leasing tricks for social media is to lean into video - specifically native video. Oftentimes, teams will link their videos out to YouTube rather than uploading to the native platform. If you want to share a video on Facebook, upload the video to Facebook rather than linking out. We’ve all been there. We click to watch the video on YouTube and get distracted watching other videos that have nothing to do with the original brand that brought us there.  

Using a native app and uploading the video files will get more engagement on your content. This engagement is key for future interactions. In fact, after watching a product video 85% of people are more likely to buy and 80% of people would rather watch a video than read an article or post. Viewers will not only consume your content in a way they might prefer, but by using video, prospects are more likely to perform the desired action you want. If you’re bouncing them off your social media profile, you’ll lose that potential to continue engaging with them. 

In addition, native video plays automatically when people are scrolling. It removes the step of having to click play. By removing friction, it allows prospects to consume your content easier and faster. 

Finally, video is the best way to showcase authenticity and your unique property. So, if you want viewers opting in or clicking through, native video is the way to post. 

User-Generated and Behind the Scenes Content is Favorable

User-generated content, or UGC, is when your target audience (i.e., a resident) creates content to praise or promote a brand/company (i.e. your community)! Look to your residents or your prospects to be your content creators. Consumers find UGC nearly 10 times more impactful than influencer content when making a purchasing decision. Have your residents or prospects write a testimonial, or have them record a video of their experiences. Then post those videos to your social media sites! 

UGC, like reviews or testimonials, is much more believable and digestible for your target audiences. So, use those leasing agent skills and have residents create and share content with you. It’s one of the most authentic ways to stand out from the competition. 

Behind the scenes content is another great way to stand out on social media. Post content that isn’t accessible on your property website, giving prospects and residents a behind-the-scenes look at what’s to come, how this is done, why we do this, etc.

For example, record your maintenance team discussing all the ways they get an apartment prepped and ready for a new resident. If a prospect is considering signing a lease with you, show them all the steps it takes. Include the new paint job, the carpet cleaning, the new blinds, and the deep clean. This could be the thing to push them to sign - the thing that makes them choose you over the competition. 

Create Live Video

If you have a lot of first-time residents, use Facebook or Instagram live to share all the things first-time residents need to know. If it’s for prospects, your topic could be a Q&A about what to expect when taking a tour or moving in. Then, if you get a response from a resident (or even a prospect) follow up with them by sending a personalized and customized pre-recorded video with more detail about their specific question. Basically, if you can type it, record it, instead! This is a great way to get people to your social platform and build your following while also providing a top-tier value for those looking for a new place to live. 

There you have it! These easy, actionable multifamily leasing tips will help you stand out on social media in no time!