Your Residents Aren’t the Only Ones Talking About Your Community — Leveraging Non-Residents’ Posts for Your Apartment Social Media Strategy
Your residents don’t exist within a vacuum: while they’re the ones actually living in and experiencing your community every day, their family members and friends also get an up-close-and-personal experience with the community. While you’re paying close attention to the things your residents say (and post) about your community, you may be missing out on a large number of other opinions that are out there online.
So, how do you make the most of those social posts from your residents’ inner circle? And before that, how do you even find what those people are posting? Here are a few smart to leverage your residents’ friends and families for your apartment social media strategy.
Don’t overlook non-residents’ posts
While it’s not likely that non-residents will post a review about your community on a review site like Yelp, it is likely that they’ll post photos (and maybe even opinions) of your community on their social channels. When you’re reviewing your community’s engagement online (such as through geotags or hashtags on Instagram and Facebook), don’t overlook an account just because the person isn’t a resident; they can still have a lot to say about your community.
Take stock of the photos that show up most
You may know that residents enjoy the laundry facilities and the state-of-the-art appliances, but you may not take into consideration the most impressive features to outsiders — and potential future residents. If you start to see a lot of photos of things like a rooftop lounge area or a community garden, you may want to include photos of those amenities in your advertising.
Engage with non-residents when they post about your community
When you notice a tag from a friend or family member of a current resident, don’t ignore it. Responding back with a quick thank-you or other acknowledgement ensures that his or her post will get more visibility on most social channels, and it shows that your community has more substance than just its beautiful façade.
Consider the relationships of non-residents and residents
It’s not just the non-resident’s content that matters, it’s also how the non-resident views the community as a home for his or her loved one. For example, if you see quite a bit of activity from the parents of younger residents, it might be because they think of your community as a safe place to live — and that’s always something to use when advertising. Likewise, if you notice posts showcasing the luxurious amenities from residents’ peers, you may want to play up the “cool factor” of the community.