Involving residents in your apartment marketing has clear rewards. Getting them to advocate for your community boosts the quantity and quality of your leads, and tapping them to create content results in photos and videos that can be fashioned into compelling marketing materials.
So what do you do to get residents engaged? How do you let them know about ways they can get involved? And what else are you doing to make your marketing more authentic?
We asked these questions and more during this week’s #AptChat; these are the highlights. (Click on the links to jump straight to a specific question.)
- Q1: What are some easy ways to get residents connected and get them involved in your community’s marketing efforts?
- Q2: At #AIMConf, residents said they appreciate customer loyalty programs. What kinds of loyalty incentives work best w/ residents?
- Q3: What are some ways to make sure residents know how they can get involved, earn perks, etc.? How can you market your marketing?
- Q4: Is anyone tapping residents to help w/ the production of content? Instagram takeovers or anything like that? Any tips to share?
- Q5: Do you include residents in property marketing photos/videos? What are other ways to make your marketing “more real”?
What are some easy ways to get residents connected and get them involved in your community’s marketing efforts?
@AptChat A1: I’ve seen an apartment community that offered free Wi-Fi (limited areas) but required a Facebook check-in to access the Wi-Fi. #AptChat
— Places4Students (@Places4Students) May 16, 2017
@AptChat I believe it lasts for a limited duration (similar to free airport Wi-Fi) and you need to check in again if your session ends. #AptChat
— Places4Students (@Places4Students) May 16, 2017
@Places4Students Oh man, that could get annoying really fast! #AptChat
— Apartment Chat (@AptChat) May 16, 2017
@AptChat A1) Easy – Share relevant, hyper-local content on social media. Appeal to resident interests, and they’ll parrot/share your posts. #aptchat
— Respage (@Respage) May 16, 2017
@AptChat A1: Dazzle them! Send an email or postcard on their birthdays or mention them on social media accounts. They might share it #AptChat
— RokitNow (@RokitNowInc) May 16, 2017
@RokitNowInc The handwritten letter is definitely a unique touch that’s bound to get shared! #AptChat
— Apartment Chat (@AptChat) May 16, 2017
@AptChat A1: offer incentives for things like referrals and online reviews, host events at your property that are social media-worthy #aptchat
— Jordan Easley (@Uncle_Doodah) May 16, 2017
@AptChat A1(b): most creative apt marketing idea I’ve ever seen: @TheSoBro in Nashville had an artist-in-residence competition #aptchat #thesobrostar
— Jordan Easley (@Uncle_Doodah) May 16, 2017
@AptChat @Uncle_Doodah Yes, we hosted a resident only event so they could vote for the competition winner/their new neighbor. 100+ showed up. Very successful!
— The SoBro (@TheSoBro) May 16, 2017
@AptChat @Uncle_Doodah Thanks so much! ?
— The SoBro (@TheSoBro) May 16, 2017
At #AIMConf, residents said they appreciate customer loyalty programs. What kinds of loyalty incentives work best w/ residents?
@AptChat A2: @rentmoola seems to be doing it right – https://t.co/pb6ndvHAAQ, tons of discounts/incentives at major retailers. #AptChat
— Places4Students (@Places4Students) May 16, 2017
@Places4Students @rentmoola Awesome, thanks for sharing that example. @rentmoola, are you able to share any insights on how residents are using your perks? #AptChat
— Apartment Chat (@AptChat) May 16, 2017
@AptChat A2: Can’t speak from experience about residents but a point system that rewards in starbucks gift cards always work with my family #AptChat
— RokitNow (@RokitNowInc) May 16, 2017
@AptChat Interested in hearing from companies reporting good rental history to the credit bureaus too. Good for loyalty? #aptchat
— Stephanie Oehler (@StephanieOehler) May 16, 2017
What are some ways to make sure residents know how they can get involved, earn perks, etc.? How can you market your marketing?
@AptChat A3: Think email is king in this scenario. Weekly or monthly newsletter could highlight perks. Same newsletter could mention bdays #AptChat
— RokitNow (@RokitNowInc) May 16, 2017
@RokitNowInc @AptChat Email is King indeed. Newport in NJ sends out a 30-day drip campaign to new residents to build loyalty. #aptchat
— Hy.ly (@helloHyly) May 16, 2017
Perks do seem on the rise! @hollyburnppty I know has them by region #aptchat
— CFAA (@CFAA_FCAPI) May 16, 2017
@AptChat @CFAA_FCAPI We definitely tailor incentives, promotions & contests for each market 🙂 We always have a Resident Referral Bonus: https://t.co/rKaNCRPT7W
— Hollyburn Properties (@HollyburnPpty) May 16, 2017
Is anyone tapping residents to help w/ the production of content? Instagram takeovers or anything like that? Any tips to share?
@AptChat I’ve seen resident video contests. But the content was pre-screened before sharing with public for votes. #aptchat
— Stephanie Oehler (@StephanieOehler) May 16, 2017
@AptChat Crowd-sourcing public photos via IG & FB geotags (with permission). Seen some great resident photos that rival pro website photos #AptChat
— Places4Students (@Places4Students) May 16, 2017
@Places4Students Agreed, we’ve seen some amazing photos taken by residents … so much talent! #AptChat
— Apartment Chat (@AptChat) May 16, 2017
Do you include residents in property marketing photos/videos? What are other ways to make your marketing “more real”?
@AptChat A5: Companies like @Caprent share interesting resident & staff stories which are authentic and real – https://t.co/kFbg4mV4ZM #AptChat
— Places4Students (@Places4Students) May 16, 2017
@Places4Students @AptChat @Caprent Very interesting. Can you point me to examples? #aptchat
— Hy.ly (@helloHyly) May 16, 2017
@helloHyly @AptChat @Caprent Check out @Caprent resident story for George, who has lived with them since 1988 – https://t.co/etP6r0DXLo #AptChat
— Places4Students (@Places4Students) May 16, 2017
@Places4Students @AptChat @Caprent Love this. Thanks! #aptchat
— Hy.ly (@helloHyly) May 16, 2017
@Places4Students Thanks for shout out !
— CAPREIT Apartments (@Caprent) May 16, 2017
@AptChat Facebook Live (get model release signed!) resident events #aptchat
— Stephanie Oehler (@StephanieOehler) May 16, 2017
@AptChat Prob. ok but I like the extra layer (esp. if res. brings friend). Some do “live filming” sign & if enter area-it’s implied consent. #aptchat
— Stephanie Oehler (@StephanieOehler) May 16, 2017
@AptChat A5: Lot of data supports renter photos in paid social ads. Promote experiences amenities bring. Pool party > static pool image. #aptchat
— Respage (@Respage) May 16, 2017
Our next #AptChat is slated for Tuesday, May 23, 2017 at 12 pm Eastern, and we’ll be talking about Snapchat and Instagram for apartment marketing. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!
