social media for your property

We’re bombarded with the urgency to use Facebook, Twitter and other social media outlets to find more qualified leads, but how do you really go about these online efforts successfully?

Read on for some dos and don’ts to consider as you use social networking to mine for prospects online.

Link to social media from all angles

Once you have set up your apartment community’s Facebook fan page and Twitter account, among others, the links to each location need to be placed front and center on every e-mail and newsletter you send, every business card you hand out and, of course, on your Web site. Make sure that each of your social media platforms links to the other so that there is no “dead air” when it comes to prospects leaping from one online portal to another.

Update regularly

Building a community of followers doesn’t happen overnight, no matter what the latest social media guru may tell you. The surest way to create more interest in your business via social media is to generate genuine interest in your content. It doesn’t have to be deep, but regular updates that include pertinent information about your rentals themselves or issues that affect renters at large will give you more traction.

Keep your presence professional

In the real estate business, so much of our work is personal. It’s easy to make friends of clients, and vice versa. That’s why it’s so important to maintain a professional presence in all of your social media dealings. Keep your Facebook and Twitter posts as uncontroversial as possible, and keep your professional and personal networks separate. If you choose to link personal and business together, you might hide or avoid interacting with any contacts in your personal network who may post content you wouldn’t want clients to see.

Bring your apartment community to your social media outlets

Luckily for those in real estate, we have an actual community to link with the social media version. Take advantage of the commonalities there by sending out word about cookouts, movie nights, book club meetings, new services, vacancies and all aspects of life at your rental properties to bring people together both online and off.

Manage the Time you Spend on Social Media

Keep your content and posting schedule manageable for the time you have available for it. Don’t be discouraged if it doesn’t happen quickly or if the process seems time-consuming at first. Once you’ve started to see significant returns from your social media efforts, be prepared to share the responsibility with others or hire someone to do the work for you, if possible.

Image: Shutterstock / Quka



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