Social Strategies Learned

Social Strategies in 2019
Multifamily Social Media Summit
By: Kristin Van Ramshorst

Yardi returned as an exhibitor and sponsor of the Multifamily Social Media Summit (MFSMS) last week in Napa, California. The annual event provided a space for multifamily professionals to learn about the latest trends in social media marketing. Keep reading for conference takeaways and ideas to develop your 2019 marketing strategy!

The Loyalty Loop 

Social media marketing has changed dramatically over the past five years. Each year, there seems to be a new platform, hack or algorithm shift to think about. At times, attracting and keeping your audience’s attention can be daunting.

Andrew Davis, best-selling author and marketing guru, kicked off MFSMS with a keynote focused on the new customer journey. The Loyalty Loop, as Davis describes it, “uses the tenants and prospects you have to attract the tenants you want.” Harnessing the power of intentional content marketing and experiential customer care, Davis challenged attendees to rethink the sales funnel.

Want to inspire loyalty in your customer base? “You must pledge to be different,” Davis said.

Questions to ask yourself:

• How does your community or company offer a unique experience?
• What inspires your tenants to talk about the place they live?
• Are you providing content that is helpful to your audience?

“We don’t rent homes, we sell experiences!” says Davis. Making the renter experience great from the start will foster positive, long-lasting relationships with your customers.

Beat the Algorithms

Multifamily marketers are competing with cluttered social networks and everchanging algorithms. During the session “Staying Ahead of the Social Algorithm,” Dylan Sellberg, Product Manager at HubSpot, discussed the latest algorithm changes. His top tips for beating the algorithm:

On Facebook, create and share highly visual content. Using new mediums, such as 3D photos, 360-degree videos and Facebook Live, are incentivized by Facebook, so being an early adopter is a smart move.

Instagram highlights your property’s uniqueness in a highly visual format. Investing in quality photography will benefit your brand. Consider hiring professionalor purchasing equipment to create high-quality photos. Not only do high quality photos and video perform better, but they also provide a glimpse of the experiences offered at your community.

Video is Here to Stay

“Video is the fastest growing medium in the digital landscape,” shared Jamie Gorski, Chief Marketing Officer of Bozzuto. According to data, 80% of global internet traffic will be attributed to video by 2020.

Gorski, together with Elyse Cosgrove, Founder of Elysees Eye Productions, explored video trends during the session “Video Marketing in 2019: What Should Be Your Focus?”

CEO features, customer stories and behind-the-scenes videos were the most engaging videos of last year. As we get into 2019, they recommended embracing new delivery methods. New mediums, like 360-degree videos, augmented reality and virtual reality, can help your brand stand out from the competition. “Use it now and you’ll be ahead of the game,” said Gorski.

How will you use social media in your 2019 marketing strategy? Learn how Yardi can help you take your social media marketing to the next level this year.