How should a property manager use social media to connect with tenants?
Given Canada has more than nine million active users on Facebook, it makes perfect sense for a property manager to connect with tenants via social media. While it may seem daunting to create and manage social media accounts for an apartment building, the process is actually quite simple. Facebook provides step-by-step instructions to set up a property page, and most other social media channels such as Twitter, Pinterest and YouTube are just as straightforward. Once accounts are set up, the biggest challenge is getting the word out to tenants that the pages actually exist.
The most efficient way to let tenants know about a property’s social media presence is to post signage in building common areas. List why “liking” the Facebook page will benefit tenants. For instance, tenants will be able to connect with other building residents, vote on polls about building events and provide quick feedback to management 24-7.
Property managers should inform new tenants about a building’s social media channels as soon as they sign the lease. Management can grab the interest of prospective tenants by including links to social media pages in all vacancy postings. Management may also want to consider listing current vacancies on its social media channels. Many times, current residents will refer family and friends to live in a building, so having updated information about what apartments are available for rent will increase chances of filling vacancies faster.
When it comes to messaging, the sky is the limit. Use social media pages to post building events and photos, notify residents of construction or power outages, advertise vacancies, promote things of general interest, and highlight neighbourhood activities and news (such as a local concert or new business opening in the area). The latter provides property management the opportunity to work out special deals with nearby stores and restaurants that are exclusively for tenants. The key, here, is that tenants must connect with management on social media to get the discounts.
Chaim Rivlin is president and CEO of RentSeeker.ca.
