Snapchat is the newest social media revolution that property managers are taking advantage of, and it is no surprise why. The mobile app allows users to share photos and videos up to 10 seconds long that disappear immediately after they are watched. The app’s most popular feature allows users to post photos and videos on their “Story”, where approved friends can view them for up to 24 hours. With over 150 million people currently using Snapchat and a projected increase of up to 217 million users by the end of 2017, Snapchat is quickly becoming competitive with other popular social media platforms such as Facebook, Instagram, and Twitter. Millennials, people ages 16 to 35 years old, continue to make up the largest portion of users, but it is predicted that older users are beginning to adopt Snapchat as well. Since millennials are the age group most likely to rent from a multifamily property, one of the best ways apartment management firms can be heard by these potential residents is through Snapchat. Property managers and real estate firms are increasingly using the app to connect with their residents, market their apartments, and create a lifestyle that captures the attention of potential occupants. At property management firm Trimark Properties, we specialize in Gainesville apartments for University of Florida students who use Snapchat constantly. We have found that Snapchat is a great tool for marketing our apartments in Gainesville to college students who are obsessed with the newest social media craze.

How it Works

Snapchat gives users the ability to send photos and videos up to 10 seconds long, which automatically “self-destruct” after they are watched. Snapchatters can add a typed message over their photos and videos along with a variety of cute stickers and personal drawings using a pen tool. The app additionally includes a separate messaging feature, which allows users to type a longer message which disappears after it has been read. One of the app’s most popular features allows users to post photos and videos on a “Story” that their friends can view for up to 24 hours. Snapchat also offers fun interactive filters, which applies facial recognition technology to transform users into dogs, foxes, and even swap faces with a friend.

Why it’s Effective

Due to the rise of the smartphone, which has given users a world of readily-available information at the touch of a screen, the ability to instantly communicate with friends, and relentless, never-ending message alerts, our attention is constantly being yanked in a slew of different directions. Subsequently, the average human attention span has fallen from 12 seconds in 2000, approximately the period when the mobile uprising began to revolutionize technology, to 8 seconds in 2015. In comparison, the human attention span is now lower than the believed 9 second average of a goldfish.

With Snapchat’s 10 second-or-less image and video sharing ability, users have a preconceived understanding that what they decide to view will not take up a large slice of their precious time. The idea is more or less, “why not watch this?” The limited amount of time users have before the content vanishes forever builds anticipation and subtly probes Snapchatters to check it out so they don’t feel as if they are missing anything. Property managers can use these 10 seconds to make an impact on potential residents by showing off their properties, featuring residents, and even holding giveaways. At Trimark, for our Gainesville apartments, we typically show off images of residents enjoying time in our properties or signing leases on our social media. Snapchat is a quick and easy way to show off to both current and potential residents and to get them to sign a lease – and renew.

Snapchat Features to Utilize

Snapchat Stories

Property managers can use Snapchat stories to engage with residents in a variety of different ways. Featuring impressive apartment amenities, residents signing leases (with their approval), residents in front of their apartment, photos of the property, interior design of apartments, holding giveaways and contests, and featuring resident goody bags are all good ideas to show off your property and let residents know that you care.

Featuring special and unique apartment amenities on your Snapchat Story, such as this private balcony and swing at Trimark Properties’ Royale Palms Luxury Apartments in Gainesville, Florida, gives potential residents who follow your Snapchat a sneak peek at the fun amenities they could have if they sign a lease at your apartment.

Geofilters

Geofilters are an overlay with a unique design representing where or when a Snap has been taken. Property management firms can purchase and create a unique design with the name of their firm or the name of the property, and residents can use the filter when they are in or near the property and surrounding area. When residents use the filter and post it to their own Snapchat Story or send it to their friends, the apartment is given a personal, special advertisement that is seen by people who potentially were not previously familiar with the property. Property management firms can also use the Geofilter on their own business Snapchat Stories, giving them a more professional, customized look. An example of a Geofilter we would use would be a Gator with the label “Gainesville Apartments” and our brand name underneath. Since both Gators and Snapchat are important culturally in Gainesville, this filter would both market our brand and appeal to UF students. 

Snapchat has become a fundamental aspect of social media communication in today’s technology-engulfed society. As a property management firm, make sure to not miss out on the invaluable chance to join the revolution and showcase your properties on one of social media’s fastest-growing platforms.

Written by: Genevieve Howard