17 Little Known Social Media Tools You Should Be Using (and Why)

This article was originally published by KISSMetrics and written by Neil Patel,  VP of Marketing

Everywhere you look there is social media. It’s in our homes, businesses, places of worship and schools. And everywhere you look people are using it and talking about it. And it seems that every week there is a new social site launched.

To make matters worse, for every social site launched, there seems to be two or more services created to measure, track and monitor that service. What’s a marketing professional to do?

To help you cut through the clutter I thought I’d share with you 17 must-use social media tools that have helped my clients and their businesses. You’ll also get my reasons for why you should be using these tools, too.

To read the rest of this article, please go here

 

 

Avoid These Facebook Fan Page Mistakes

Struggling to see a good ROI on your business Facebook page? If you’re committing one of most frequent Facebook for business mistakes, you could be undoing all of your best social marketing efforts. Here’s a list of the top five Facebook errors businesses make–and how to avoid them.

Having a “set it and forget it” mentality. One of the most frequent mistakes businesses make with Facebook is to create a page and ignore it. When it comes to Facebook for marketing, there’s no such thing as “if you build it, they will come.” Facebook marketing takes serious time and effort, and you won’t build an effective page or fan base overnight. Remember that social media marketing is most effective when you’re using it to cultivate genuine interactions with customers. Customers expect timely responses from your business on Facebook, and they expect you to keep things interesting with regular and useful posts. Fail to do these things, and your fans will tune you out.

Not doing the homework. If you’re new to Facebook, do yourself a favor and explore the site’s full functionality before you jump into full-fledged Facebook marketing. Facebook offers many unique tools that allow businesses to introduce themselves to the social media space; yet one of the most frequent mistakes businesses make involves diving into the platform without really knowing how to use it. From simple mistakes like neglecting to display a profile pic properly or forgetting to fill out the “info” tab to overlooking the power of Facebook Insights for analytics, there are many ways to misuse Facebook for business. Do some homework before you jump in, and you can ensure you maximize your Facebook presence.

Failing to learn the rules. Becoming familiar with Facebook’s official terms is just as important as understanding how Facebook works. Some of the most common terms violations that small businesses make on Facebook include setting up their profiles as personal (rather than business pages) and violating Facebook’s online contest rules. Violating the site’s terms can get your rental property kicked off of Facebook entirely. If you’d rather not see all your hard, community-building work go down the drain, you’d better know Facebook’s terms forwards and backwards.

Too much shilling, not enough sharing. Of all the Facebook errors a business can make, over-promotion is probably the worst. While there’s definitely a time and place for promotional messages on social media platforms, it’s best not to forget that social media exists to connect people. When you’re using Facebook for business, sharing interesting, engaging content is much more important than tooting your own horn. Effective social media marketing hinges on authenticity, and that means sharing useful links, status updates, blog posts, videos and photo albums with your Facebook fans–not using your Facebook wall as if it were a traditional advertisement.

Ignoring negative feedback. Another one of the most common Facebook mistakes involves shying away from uncomfortable fan interactions. Some businesses delete or ignore negative comments, but that’s a mistake. Ignoring negative comments only makes your followers more angry, and that anger can snowball quickly–especially if the angry fan has a large social network. That’s why it’s important to develop a strategy for responding to negative Facebook comments that allows your brand to demonstrate good customer service. Show your fans that you’re committed to listening to them–in good times and bad–and you’ll create true brand loyalty.

If any of these Facebook mistakes sound familiar to you, don’t fret. Remember that the social media universe can also be very forgiving–as long as you interact with your fans in an authentic, transparent way.

How To Encourage a Resident to Renew a Lease

We’d all like to hold on to the residents we have, though we know living situations are as individual as people themselves. It is impossible to control factors like life changes, job transfers or the reversal of financial circumstances, for instance. For those residents who have a choice whether they will stay or seek another rental, however, there are some enticements that can help encourage them to stay.

 Make your rental the best

The most effective way to retain your residents is to make your rental property the only place they would want to live. This requires responding instantly to concerns and requests for repairs, communicating well and creating an attractive, desirable environment inside and out. Don’t underestimate the importance of good landscaping. Encouraging residents to take pride in their homes – say, by not allowing pile-ups of belongings on porches, for instance – also helps make a community a truly desirable place to live.

 Create a feeling of community

Many residents enjoy a sense of belonging in a neighborhood or a community with other residents. Sending out a monthly newsletter by mail or email, as well as offering social mixers, are great ways to help residents put down roots and want to stay indefinitely.

 Rent price

Aside from not liking a rental due to problems with neighbors or overdue repairs, residents will most often seek new housing if the rent goes up beyond what they believe is fair or affordable. When you are thinking about raising the rents on your properties, consider whether or not an increase will be worth the possible consequences.

 You might even send a card when the lease term is up to let your resident know that you are so happy to have them there that you won’t be increasing the rent. If competition is particularly tight in your area and it makes sense for your bottom line, maintaining rent rates can be an effective incentive to residents.

 Thoughtful perks

The additional incentives you could offer residents are limited only by your budget and imagination. You can offer to paint high-traffic areas of the rental, install or upgrade an alarm system, put in a water filter system or upgrade the rental’s countertops, appliances, plumbing, wiring or lighting fixtures. If your rental has a weak spot that you fear your resident may tire of, assess how you can make it better.

 Keeping good residents is what property owners dream of, so don’t let yours go without a fight! There are plenty of ways to let your resident know how happy you are that they’ve chosen your rental and encourage them to make it their home for a long time to come.

Cautiously Optimistic Outlook in 2012

This article was original published in the November 2011 edition of UNITS magazine, a publication of the National Apartment Association (NAAHQ.org) and written by Greg Willett

Economic indicators seem to be flashing signs of continued improvement for the apartment industry in 2012.

Cautiously optimistic may be the best phrase to describe the general mood across the apartment industry going into 2012. On the operations side of the business, substantial progress over the past two years has restored revenues to the levels seen prior to the recession in most parts of the country. Some areas are registering rents at new highs. At the same time, capital flows have improved quite a bit, leading to a sizable upturn in transactions within the existing product base as well as a modest bump in new construction starts.

But the overall economy remains very weak, raising some questions about the volume of future demand and the ability of the resident base to pay higher rents.

Occupancy Should Remain Healthy

Total employment growth isn’t where anyone wants it to be, and the options for pushing job production to higher levels without spending a lot of money the country doesn’t have are very limited. New household formation likely will remain muted in 2012. Yet, net demand for apartments seems apt to prove healthy even in that sort of environment. Young adults, who tend to be renters, are getting most of the jobs that are available, and loss of renters to housing purchase remains way below the historical norm. Furthermore, it just won’t take much demand to surpass the small number of new units that will be delivered in 2012.

MPF Research’s examination of the performances posted for 6.5 million apartments across the country showed Q3 2011 occupancy at 94.8 percent, not quite back to the highs sustained in 2005-2007 but a little bit ahead of the long-term norm established over the past decade. Overall occupancy likely will firm further—roughly half of a percentage point or so—during the coming year, assuming top-line job change that is only very slightly positive.

Look for that occupancy improvement to be focused mostly in the middle-market segment of the product spectrum. Top-tier communities already are essentially full, while bottom-end projects will be most vulnerable to further softness in the job creation volume.

Rent Growth Prospects Look Solid

Annual change in effective rents for the country as a whole stood at 4.3 percent as of Q3 2011. Helping that overall number come in at such a healthy level, there weren’t any metros that lost substantial ground. While the change in Las Vegas technically fell into negative territory at roughly -1 percent, even the nation’s most challenged market nearly broke even. At the top of the charts, San Francisco and San Jose realized double-digit annual rent growth, and the pace of increase was at 6 percent to 8 percent in the rest of the Pacific Northwest as well as spots such as Austin, Boston, Denver, Minneapolis, New York and Pittsburgh.

The healthy occupancy anticipated in 2012 points to another year of rent growth that should basically mirror 2011’s robust upturn. But actual results will be influenced by how property management personnel handle a couple of key challenges on the way.

First, the fact that 2012 is a presidential election year guarantees a deafening roar of folks screaming that the economy is near total collapse and that the country must change directions to avoid heading off the edge of a cliff. Operators who cover their ears and set rents based on the financial results they’re experiencing at their properties should boost pricing substantially. On the other hand, those who let emotion play a big part in their decisions could leave money sitting on the table, particularly when it comes to raising rents for residents with leases coming up for renewal.

Second, even the best property managers probably will have to deal with resident churn above the unusually low levels they’ve gotten used to over the past two or three years. In most locales, 2012 will be the second or third year that rents have gone up notably at the same time that incomes haven’t moved up much, if at all.

While the ratio of rent to income remains well within the historical norm in the big picture across most metros, select households are going to feel that they’ve reached their spending limits. Some will choose to downgrade product quality when making housing choices. (That’s a factor in the favorable prospects for occupancy growth in the middle-market segment of apartments.) Others will opt for smaller floor plans, or we could see a minor upturn in the number of roommate households.

Acceleration in the loss of renters to purchase could impact apartment resident churn figures in the country’s strongest local economies, primarily the Texas metros.

Capital Flow Fuels Deals, Development

The flood of distressed apartment assets anticipated by many as the country’s economy hit the wall in 2008-2009 simply never materialized. By late 2010, some who had been waiting for bargains moved on, and limited transaction activity at pricing not all that different from pre-recession levels began to emerge. Sales volumes then surged in 2011, though the total was only a little more than halfway back to its 2007 peak of roughly $90 billion, in part because lots of owners wanted to hang onto their product with so much upside potential anticipated in property performance.

Cap rates trended downward to an average of 5 percent to 5.5 percent for stabilized top-tier product in most major markets, and it wasn’t unusual to see sub-5 percent cap rates during the last half of the year for trades that involved trophy assets in gateway cities.

The economy’s general struggles don’t seem to be dampening the appetite for existing multifamily housing to any significant degree, as apartments remain the preferred choice across the real estate product types and are perceived as one of the safer options across the entire spectrum of investment alternatives.

Sales volumes appear likely to continue to rise meaningfully in 2012, with the exact figures apt to be shaped more by whether today’s owners are willing to sell than whether there will be demand for the properties that do come to market. Cap rates should come in at flat to slightly lower levels. Look for total capital deployment to be a little less concentrated on premium projects in just a handful of cities, though it’s still going to be hard to get a deal done on lesser-quality properties generally and particularly those located in secondary or tertiary markets.

On the development front, 2011 brought a slew of announcements for planned construction in the apartment sector. Yet, relatively few of those properties have started coming out of the ground so far, as it’s taking quite a while to get from the concept, financing and approval stages to physical construction. Completions in 2012 will remain very small by historical standards, no more than 150,000 units or about half the typical tally established in the decade prior to the recession.

Some developers report that cold feet began to show up among select equity sources as the general economy deteriorated in the second half of 2011, bringing into doubt whether starts in 2012 will ramp up to quite the volume anticipated previously. MPF Research expects a continued gradual upturn in building activity, rather than a sudden spurt, with starts likely to trend from about 175,000 units in 2011 to an average of some 200,000 to 250,000 units over the next couple of years.

Great, Good or Something Else?

Compared to the downright giddy expectations widespread across the apartment industry going into 2011, there’s a little bit of nervousness apparent now. Another collapse of the economy as a whole can’t be dismissed entirely. And that scenario would stall—but probably not completely derail—apartment sector momentum.

Most likely, however, is that the industry will weather a year of slow growth in the general economy without any real damage, logging a very healthy annual performance for apartment revenues and increasing velocity for transactions and development.

Wouldn’t you rather be operating in the apartment world at this point than in just about any other industry niche?

Greg Willett is Vice President, Research & Analysis for MPF Research, a division of RealPage Inc., and can be reached at greg.willett@realpage.com.

The orginal article can be read here.

Protect Your Reputation with Reputation Monitor from Apartment Guide

In business, there are few things more valuable than a company’s reputation, and in a world where opinions have gone viral – and mobile! – keeping a close watch on what people are saying is paramount.

When the battle for social media supremacy involves both reputation and knowledge, how does a leasing company turn all those bits of shared information into rented units?

What if you knew when a great online review was posted about your community – or a really negative one? If you followed and could address these very different situations quickly, how many potential renters could you influence – and how many units might you be able to rent?

Apartment Guide wants to connect you with a system called Reputation Monitor which helps with these and many other important online brand management tasks.

The Reputation Monitor interface allows you to call up consumer comments from a wide variety of online sources like Facebook, Twitter, Yelp, and Citysearch – all from one easy-to-use dashboard.

With the visibility monitoring provided by this product, you can easily find apartment community listings on the Web sites and social networks you choose to follow– alongside reviews and ratings– for valuable consumer insight.

And use the metrics collected by Reputation Monitor to keep a close eye on where you stand, including how often your property is mentioned compared to your competitors.

If renting success depends, in part, on popularity, then it helps to know who’s ahead – and taking a proactive stance to foster and protect your property’s brand image is the way to stay ahead.

Ensure that you know what is being said about you online with the innovative tools of Apartment Guide’s Reputation Monitor.

Tips for Resolving Tenant Complaints

An inevitable part of a landlord or property manager’s job is dealing with tenant complaints. But you can work to ensure a more positive outcome for most issues with some preparation and planning for how you’ll deal with them.

 Lay a clear foundation

The most effective way of preventing conflict in the first place is to make sure that everyone starts with the same set of expectations. Getting your tenant’s signature on a well-written apartment lease should help accomplish this.

Make sure that the lease agreement you use clearly spells out all tenant rights, responsibilities, and limitations of tenancy, including behavior that is not allowed. It is especially important to detail the rules in areas that are common sources for tenant complaints, such as issues involving noise, guests, parking and pet behavior. Also be clear about repair issues: what the tenant will be responsible for, what repairs the property owner will handle, and the process for getting repairs made.

 Detail property condition before move-in

Don’t let there be any doubt about what the apartment unit looked like before the tenant moved into it. A careful walk-through with thorough documentation is a must to establish a baseline for condition of the unit. Print out a detailed checklist for every part of the unit which both you and the tenant will sign.

 Communicate well

Being a good communicator means not only delivering messages with clarity, but also responding quickly and completely to tenant needs. When your tenant contacts you about a potential problem, get back to her immediately via whichever method she used to contact you. Even if you already sense that you know the resolution the situation requires,  respond respectfully and get to the bottom of the issue using diplomacy and tact.

 Be precise

Before you take a position on the tenant’s complaint, be sure you know the lease agreement to the letter and that you respond in a way that is in complete accordance with it. If the dispute is between two tenants, interview them both and investigate the situation neutrally. You’ll need all the facts to deal fairly with the issue. For all communication with tenants on contentious issues, take thorough notes of phone calls and in-person conversations, and save emails, so that there won’t be any confusion later about what was said to whom and when.

 Create a schedule

If resolving a problem requires you to take action in some way, be an example of coordinated follow-through. Work with the tenant to find dates to make repairs, for instance. Once you have a plan, stick to it, or all your good efforts will look insincere. Be sure that the steps you outline for yourself include a follow-up to make sure that all parties are satisfied.

 One of the many roles a landlord or property manager must fill is that of problem solver. To make sure that you do the best possible job, strive for mutual understanding with your tenants and work in good faith to fully address their complaints and concerns.

How to Write a Powerful Property Description

The words you choose to advertise your available apartment unit may be the most powerful piece of marketing you’ll use, so make it count. Read on for ways to assemble the details that will entice an ideal tenant to take a closer look.

 Boast about the benefits

Highlight your property’s greatest strengths in a list that you include in your property description, including these details in order of importance. Consider the way the apartment you’re writing about stacks up against the competition. Is the construction recent and beautiful, or does it hold a historic character or charm? Is the unit packed with amenities? Play up standout features such as the giant picture windows, new kitchen cabinets or hardwood floors. If the apartment features service amenities like Wi-Fi and a concierge service, be sure to mention it. Underscore the desirable aspects that make your property a market contender — and don’t be modest about it!

 Don’t make false claims

You don’t have to talk specifically about an apartment’s shortcomings, but be careful not to make it out to be something it isn’t, either. If the square footage is minimal, don’t use the word “spacious.” If the property is on a busy, urban street, “out of the way” really doesn’t fit. Be clear about what the property really offers to ensure that you’ll get inquiries from tenants who really want what you’ve got.

 Tell a story

People love stories, and telling one about your property is a very effective approach to marketing it. This isn’t a “once upon a time” type of story, but one where your prospective tenant sees herself as part of an appealing tale of life in your apartment community.

 Is your apartment perfect for a young professional? Then paint an image of glamour and immediate gratification using words like “instant access,” “luxury” and “prestige.”  If your apartment is part of an established community or good for a small family, be sure the words “neighborhood,” “friendly” and “safe” are all a part of the picture you create. A couple with small children will instantly feel an affinity for your apartment listing. You might also highlight your apartment’s location to help a renter see how living in your particular space connects him with living in the greater community.

 You’ll only get a few seconds with your reader — someone who is looking for just the right place to live — so make it count! Put yourself in the place of the prospective renter who will pick up the phone and say, “I just saw your listing for the apartment to rent.”

You know the happy ending to that story.

Help Familiarize Your Tenants with Emergency Procedures and Home Safety

If an emergency were to hit your apartment community, how would you react? Read on for ways to help ensure that you and your tenants are ready, should an emergency situation occur.

 Have a procedure

Emergency procedures may seem unnecessary — until you actually need them! It is a good idea to check with your local government to see if there are specific requirements or recommendations for procedures to inform your tenants about what to do in case of earthquake, fire, tornado or other disaster. Be sure that your plan features a clear evacuation route that guides tenants out of the building to a safe gathering spot, as well as noting the location of fire extinguishers.

 Be sure that you fully familiarize yourself with any automatic systems in your building. If corridor doors close automatically to prevent the spread of fire when an alarm sounds, for instance, you need to know this. In some buildings, elevators automatically descend to the ground level and become inoperable. Make your tenants aware of these details.

 Provide emergency information

Furnish your tenants with a detailed list of emergency procedures and building systems, as well as a building diagram, posting these items near or on the back of the front door. Tenants should also have a list of essential emergency numbers, including your emergency contact number and those for the fire department, police department, gas company, electric company and poison control center. Also be sure to post the building address on the page of vital information, as it’s easy to become disoriented when placing an emergency call.

 Help define “emergency”

To help tenants decide whether or not they need your help urgently, provide guidelines for the types of situations which constitute an emergency. Inconveniences such as a slow drain, an interior door off the hinges, or a stove burner that’s not working are items that likely can wait till morning. A sewer back-up, lack of heat in the winter, storm damage or flooding caused by a plumbing failure, however, could require immediate attention and might affect more than one tenant.

 In the case of burglary, vandalism or a domestic dispute, a tenant should contact the police first. For fire or a carbon monoxide leak, instruct the tenant to call the fire department immediately.

 Do practice drills

All the best planning in the world won’t help without regular trial runs, so be sure to work practice drills into your emergency preparedness plan. Your local government may have requirements or recommendations on how often your type of residential housing should hold drills. Contact your nearest fire department for details.

You can do your part as a property owner or manager to assist your tenants with safety and emergency preparedness. By providing a thorough emergency procedure and giving tenants the information they need to handle a variety of urgent situations, you help protect everyone involved.

How to Keep Your Tenants Happy (and Renting!)

A lot of the time we work so hard to secure good tenants for our units that we forget to consider how to keep them renting there. Like any product or service, rental properties have plenty of competition. Read on for ways to keep your tenants so happy, they’ll never have their heads turned by another rental!

 Be responsive
It’s easy to see that providing good customer service is the most important thing you can do to keep your tenants happy. But what does that mean exactly? Responding quickly to complaints is a big part of it. When you hear that a tenant needs a problem solved or has a question about the way things work, respond right away. Likewise, keep your tenant up to date on the situation by giving her status reports with deadlines by which she can expect resolution. Once you believe the problem has been solved, contact the tenant again to make sure the solution is to her satisfaction.

 Clever courtesies

Making life easier for your tenants is something they won’t forget. For new tenants, leaving behind menus for restaurants and local maps is a thoughtful gesture. You can even put together a services and “things-to-do” binder, acting as a community concierge to let residents know about local attractions and points of interest. These gestures can help a resident really feel at home in the community.

Give thanks

Don’t wait for a traditional occasion to give your good tenants a token of appreciation. Consider partnering with a local chocolatier or bakery to deliver small and tasty mid-year “thank you for being you” gifts. A card at any time that acknowledges your tenant and expresses your appreciation for their presence can also make a positive impression.

 Offer incentives

You can create motivation that recognizes great tenants and makes better tenants out of “so-so” ones. In your monthly newsletter, you might offer coupons for a local retailer or raffle tickets for prizes to tenants. Or offer a finder’s fee to any tenant who brings in a new tenant, resulting in a signed lease. Heightening involvement in the rental community will increase tenants’ loyalty and add to their sense of being a part of the community.

 Consider the kids

When tenants have children, show them that you care with small toys attached to your communications or a few simple gifts during the winter holidays. These gestures don’t have to be expensive. Some coloring pages downloaded and printed, accompanied by three crayons tied with ribbon, can net you a happy tenant. A bottle of bubbles and a quick note, left on the doorstep on a summer’s day, say that you are thinking about those who live there. Wouldn’t that make you feel good?

 Honor longevity

If you have tenants who have been in their rentals for a longer period of time, you might offer to touch up the paint in main areas, paint a room a new color you both agree on, or have the carpets cleaned for them. These gestures not only maintain your property, but show tenants that you are glad they are there and want to make their living experience even better.

 It is important to let tenants know that they are appreciated. Try the ideas above or come up with a few of your own; your efforts may very well encourage great residents to keep renting with you. A few minutes of thoughtfulness on your part could result in years’ worth of mutual happiness for you and your favorite tenants!

How a Property Manager Can Assist Your Renting Efforts

 

When you have more work than you can handle, consider hiring a property manager to help you take care of all the details that go into renting your properties. Considering the many headaches a property manager can save you, you might discover the extra expense will pay for itself in no time.

 

Finding tenants

A good property manager can find the right tenants for your vacant rental properties without you having to do the footwork. He or she can handle the advertising of available properties via all the avenues you use, or take on a part of it, such as social media. Your property manager can also show units to potential tenants and process tenant applications, including their background and credit checks.

Property maintenance

Another time-drain for a landlord is property maintenance. A property manager can take the headache out of the process by dealing with the tenant, determining the cause and solution of the problem, and getting repairs handled. A property manager can also make sure that repairs to your property conform to local health and safety codes.

Tenant complaints

One of the least pleasant aspects of a landlord’s jobs can be dealing with unhappy tenants. A property manager can act as the landlord’s buffer zone by receiving and solving complaints, whether they are about other tenants, maintenance or repair issues, or some other aspect of residency. Having someone else on the front line for unhappy tenants can relieve your stress significantly—a priceless benefit.

Rent issues

Processing rent and following up on late rent are duties that can be handed over to a good property manager. He or she can also create financial reports on the property, assessing how well it is performing and whether or not you are charging the right rent for the local market.

Legal details

A good property manager will also be versed in all the legal aspects of renting property, from handling security deposits and eviction proceedings to keeping up with local and federal codes. Their expertise can save you the time and legal fees that make all the difference between being a successful landlord and one who is stressed out, losing money or embroiled in avoidable litigation.

Why be on call 24/7 and have to wear a dozen different hats when you can hire a property manager to do it all for you? The right one can save you time, money and aggravation. Consider whether this is a worthwhile investment for you.