Earlier this year, the CEO of Google put artificial intelligence in the same category as some of the world’s most significant discoveries.
“AI is one of the most important things humanity is working on,” Sundar Pichai said in January. “It’s more profound than, I dunno, electricity or fire.”
From Siri on iOS to credit card fraud detection to personalized movie recommendations on Netflix, AI has become so deeply embedded into our lives that we might not even realize it’s all around us, and we interact with it on a daily basis.
The AI of today is in its early stages, and while it has far to go before we see human-appearing robots zipping around, this technology is already being harnessed by the multifamily industry.
Multi-Housing News predicted in January that AI is here to stay in multifamily. Within the next year, the majority of the top 100 multifamily company owners are expected to adopt AI for things like apartment leasing and assisting property managers with day-to-day tasks.
One of those tasks is social media.
It’s no secret that Facebook plays an important role in apartment marketing, and the higher the engagement, the better the reach.
This means it’s crucial that you share high-quality content that people will react to, comment on and share, because it results in greater brand awareness that makes it easier to attract new residents to your apartment community. (It’s also important to share content the correct way).
So, how does an apartment property manager go about finding interesting content to share on Facebook a few times a week while also contending with urgent matters, like ceiling leaks and noise complaints?
This is where AI comes in.
Picture a search engine that uses machine learning and geographical data to power content suggestions. The same technology can also learn what types of content you like and don’t like, further curating the available content that a property manager may wish to share.
Are any new restaurants opening soon near your apartment community? What’s happening in the neighborhood this weekend — are there any festivals, concerts or fairs coming up?
A content discovery engine programmed with an apartment community’s data could suggest that a property manager share articles like these. Not only that, it pulls in the most trending content being circulated via social media throughout the world.
People use social media to find out what’s going on in the world and in their neighborhoods. By curating and sharing interesting content that’s relevant to apartment community residents, properties can both build awareness about their community and increase their visibility among potential renters. And it’s all done organically, without spending money on paid ads, resulting in a strong ROI, too.