Social Media is the #2 driver for perception of value. Learn how residents are using social media and 5 easy steps to mapping out a strategy for your community.

1. PART ONE #followus

2. WHAT IS BROKEN
impact on
leasing decision
46 of 48
14%
social media as a
source for information

3. WHAT IS BROKEN

4. WHAT IS BROKEN
Low
importance
for
prospects
High
importance for
perception of
value

5. OPPORTUNITY
Social
Media
#2
Driver

6. 2013 2014 2015 2016 2017
Sense of
community
Sense of
community
Sense of
community
Sense of
community
Sense of
community
Quality of maintenance
Apartment appearance
and condition
Apartment appearance
and condition
Apartment appearance
and condition
Social media
Apartment appearance
and condition
Community appearance
and condition
Community appearance
and condition
Community appearance
and condition
Apartment appearance
and condition
Staff responsiveness and
dependability
Safety and security Neighbors Neighbors Community events
Community appearance
and condition
Staff responsiveness and
dependability
Safety and security Community events Neighbors

7. OPPORTUNITY
2017 Social Media Study
Yes No Doesn’t Have
Facebook 30.99% 64.44% 4.58%
Instagram 14.61% 75.33% 10.07%
LinkedIn 2.15% 83.46% 14.39%
Pinterest 1.24% 81.40% 17.36%
Snapchat 1.36% 81.13% 17.51%
Twitter 3.64% 82.28% 14.08%
Do You Follow Your Community?

8. OPPORTUNITY
not a major
source of
information
for
prospects
residents are
turning their
attention to
social media
does not
impact a
prospect’s
decision
#2 driver for
perception
of value
residents
are not
engaged
with the
community

9. MULTIFAMILY
1.Platform
2.Ownership
3.Insights
4.Awareness
5.Goal

10. 1 – CHOOSING A PLATFORM
89.58% 66.40%
2017 Social Media Study

11. SOCIAL MEDIA IN MULTIFAMILY
How frequently do you
use the following
social media services?

12. SOCIAL MEDIA IN MULTIFAMILY
Daily Weekly Less than weekly
Facebook 75.81% 13.64% 10.55%
Instagram 71.57% 17.10% 11.33%
LinkedIn 19.49% 36.90% 43.61%
Pinterest 18.58% 34.79% 46.63%
Snapchat 60.87% 21.12% 18.01%
Twitter 37.26% 19.11% 43.63%
2017 Social Media Study

13. 1 – CHOOSING A PLATFORM
WHERE TO START?
• Look at your current resident demographics
• Set up as a business page
• List website, phone number and office hours
• Community description
• Stick with it for 90 days

14. 2 – OWNERSHIP
Multiple People HOW TO CHOOSE
• Seek out who enjoys social
media
• Rotate one person a day
• Include maintenance

15. 3 – FACEBOOK INSIGHTS

16. 3 – INSTAGRAM INSIGHTS

17. 4 - AWARENESS
CREATING AWARENESS
• Signature line
• Move in
• Lease signing
• Community signage
• Community portal

18. 5 – IMMEDIATE GOAL
Followers
vs
Engagement

19. 5 – IMMEDIATE GOAL
10% of move in’s
10% of renewal’s
per month

20. GUEST SPEAKER
Geoffrey Roth
Community Manager

21. SEASONS OF CHERRY CREEK

22. SEASONS OF CHERRY CREEK

23. SEASONS OF CHERRY CREEK

24. SEASONS OF CHERRY CREEK

25. SEASONS OF CHERRY CREEK

26. KEY TAKE-AWAYS
Social media efforts
should be primarily
resident facing

27. KEY TAKE-AWAYS
Select a platform
targeted to your
residents

28. KEY TAKE-AWAYS
Establish community
presence and create
awareness