Understanding feed, followers, and hashtags are a good starting point but not enough for success. We get this is not the most exciting stuff, but if you want your property to make more money, take a breath and keep reading.
They help you measure any social media campaign’s success rate and tip off if you need to modify your marketing to improve site specific results.
All social media platforms generally have access to free metrics for performance tracking like,
This is not that common at the property level. Larger firms choose to market either their company or a portfolio of properties that have a specific brand, and in some cases, new properties may do so during initial lease up. In a 2021 poll, 79% of marketers reported buying paid advertisements on Facebook. Paid ads are a proven way for businesses to reach a larger target specific audience and often it is more affordable than other forms of advertising. With paid ads, the tools are available for you to define your specific target audience. The social media platform i.e. Facebook will provide specific and actionable metrics for your target audience,
Congratulations if you got this far, this is not the most interesting subject and you powered through! If you keep going, we will walk you through how to monetize social media advertising using man’s best friend as an example.
ABC Apartments a 162 unit community recently installed a new dog park and wanted to advertise this new amenity by posting a cute video of dogs playing on their Facebook page with the intent of creating more leasing activity and higher rents. Their hope was to create enough exposure to entice their existing dog-owning Tenants to renew their lease at a higher rent and attract other high-quality Tenants with dogs.
Curious about the success of this campaign, Summerfield leasing staff reviewed metrics and saw that the video had 562 impressions, a reach of 396, and 93 engagements.
The post was viewed 562 total times on ABC Apartments’ Facebook page. Of those total impressions, 396 were unique users which means many more people than just current Tenants at the property paid attention. The post was engaged by 93 people who may have watched the whole video, left a comment, or shared a reaction. We were able to track the 93 people who engaged and discovered the new dog park contributed to 11 apartments being rented.
Dogs frolicking in a dog park on a summer day. Did you ever think you would measure that to make more money?
Summerfield can help improve your property performance, for further information give one of us a call or drop us an email.
Robert Parmar Managing Director 206-920-3055 | Travis Gold Director of Marketing 206-844-9039 | Danielle Daily Brand Development Officer 706-972-5755 |
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Summerfield specializes in the management of apartment properties that are approximately 125 units or larger, and is licensed to manage in Washington, Oregon, Idaho, Florida, Georgia, & South Carolina.
If you would like to discuss additional specifics of our management program, please reach out to our Managing Director, Robert Parmar at rparmar@smfield.com or call 770-628-5943.
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