Your multifamily brand needs some fans
Ok, we know what you’re thinking. You don’t want to spend endless hours trying to curate a social media feed for your multifamily brand. The good news: You don’t have to! Let your residents do it for you.
Not that you’re completely off the hook. You do need to give them some good content first. Whether they talk you up in person to their friends and family (more potential renters!) or post about their fabulous lifestyle on social media, you want your residents buzzing with how great you are. (And, by the way, you should have a social media strategy, but it doesn’t have to become your entire existence.)
So, how do you get there?
Give great design
If you want your residents to post any photos of your amazing community, it needs to have…well…something amazing to show. Often, that something begins with the architecture and exterior and interior design of your community spaces.
Take this recent Instagram post. That architecture tells a story and draws the eye in immediately. People will want to know more.
However, even the plainest exterior can offer some real gems once you open the doors. Have a grand fireplace and places where residents can kick up their feet with friends? Bingo. Photo gold. What about a cool courtyard or rooftop garden? Awesome. Now add some homey elements and maybe even some signs that just beg for a selfie or two.
Offer work-play-live options
Apartments are no longer just a place to rest and sleep at the end of the day. Many people spend their entire day at home or in their multifamily community. Understanding your residents will help you better meet their needs for work space, living space and on-site or nearby play options.
Going back to Instagram, we found this super cool example of an apartment-meets-workspace. Yes, this one is more extreme, but if your building supports something like this, please consider it. If you can become a go-to option for, say, the artist community then why wouldn’t you?
Not ready to let every resident turn their loft into a pottery studio? We get it. But could you turn an underused TV room into an art studio instead? Or a coworking nook? Or something else that allows people to do more right there in your community?
Meet their real needs
Your residents have or want: friends, pets, children, hobbies and a whole bunch of very human needs. If they can have those needs met in their community, you will create loyal fans who renew leases and sing your praises.
Check out this Instagrammer who shared a series of photos in celebration of her brand-new apartment. Her photos focused on a sense of excitement and freedom, and they also showed off some of what’s important in her life, like her furry friend pictured here.
When you create a sense of the good life for your residents, they feel it. That good life doesn’t have to mean luxury, either. Just a safe space for their pets or kids can go a long, long way.
Make them happy
The number one action you can take to create fans for your multifamily brand? Top-notch resident service.
Think about how you can:
- Make it easy to pay rent, submit maintenance requests and to park or travel
- Provide safe entries and great lighting for a sense of security
- Offer simple touches like secure package delivery or smart technology
- Host community gatherings that increase their sense of belonging
- Communicate openly and offer easy ways to contact you
- Ask for feedback and ideas directly from the source
The best way to get people to talk up your brand is by delivering on your promises. Your team’s commitment to resident service should work hand-in-hand with your marketing efforts.
Get creative
Finally, you can amp up your marketing game by trying some buzz marketing strategies.
This business blog defines buzz marketing:
“Buzz marketing, also known as buzzing, is a marketing strategy that relies on creating buzz or excitement around a product, service or brand. It aims to generate word-of-mouth and online discussions among consumers, which can lead to increased awareness, interest and, ultimately, sales. Buzz marketing often leverages unconventional tactics, viral content, or influencer partnerships to spark interest and engagement.”
If you search “buzz marketing,” many of the stories will talk about the ice-bucket challenge or Taco Bell’s campaign to add a taco emoji. However, your campaign doesn’t need to go national or viral to have an impact.
Consider some of these regional or local ideas to generate some buzz:
- A big reveal. If you are a new property, build up expectations about your design or amenities, but don’t give away all the goods at once.
- A community challenge. Partner with another local business or nonprofit to create a challenge that lends itself to participant social media content.
- An open door. A simple way to generate buzz is to open your doors for events that support business organizations or non-profit groups.
- Unconventional amenities or resident service. Doing something outside the norm naturally creates buzz.
What other ideas do you have?
If you are ready to create some buzz about your multifamily brand, reach out to us. That is what we do, and we thrive on dreaming up creative new ways to make you stand out.
