OPERATIONS
SOCIAL MEDIA
How to Leverage Social Media to Promote Rental Properties CURATE A PROFESSIONAL ONLINE PRESENCE TO ATTRACT QUALITY TENANTS.
by Jenifer Calandra
about real estate blended with listings of apartments and houses for rent. Add posts that engage your followers too. Increasing your likes, comments, and shares are important for growing your page following. For example, you might post a photo of two beautifully decorated living rooms and ask followers to comment on which decor styles they prefer. Don’t forget to celebrate your property’s awards and successes! Follow this model on Instagram and Facebook, where 40% and 69% of adult social media users, respectively, spend their time, according to the Pew Research Center study. But don’t count out up-and-coming social media platforms like TikTok, where you can engage 21% of adult social media users as well as 62% younger than age 30. Consider these topic ideas: • Searching for Your First Apartment • Calculating the Amount of Rent You Can Afford • Great Reasons to Live in Your City • How to Save Money on Utilities Although TikTok videos (which you also can post on Instagram and Facebook) are more work-intensive to produce, they are effective for building a positive brand as a real estate agent, property manager, or landlord. You
he best business advice you’ll ever get is to market where
political posts on social media using this profile. Instead, interact solely as a real estate professional, never posting anything you wouldn’t ethically say to a client—or your broker—in person. REFINE YOUR MESSAGE AND BUILD A FOLLOWING Use social media for more than simply sharing available properties for rent. As a real estate professional, you have a lot of tips and advice to offer. Doing so is another way to present yourself as a local industry leader who offers quality properties for rent. What written tone do you use for your posts? Will you follow a branded style? Do you use the word “tenant” or “resident”? Are you renting upscale properties, affordable ones targeted to recent college grads, or family homes? Decide on these matters before you start posting so your message is cohesive and you attract the right audience. The right strategy helps you build your presence on social media and attract followers, who will hopefully sign on the dotted line to lease a property from you. SHARE MEANINGFUL CONTENT FOR TENANTS ON INSTAGRAM AND TIKTOK Consider a social media strategy that includes educational posts
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your audience is. With 70% of American adults on social media, according to the Pew Research Center, it’s a prime channel for advertising many products and services. To get your rental properties in front of your target audience, take advantage of the often-free or low-cost opportunities that platforms like Facebook, Instagram, YouTube, and TikTok provide. CREATE PROFESSIONAL SOCIAL MEDIA PROFILES Separate your personal life from your real estate life by creating social media profiles that focus on your business. A professional social media presence fosters trust and presents you as an authority in your field. For your profile picture, opt for a professional headshot or a more formal portrait of yourself that represents how your tenants can expect to see you. Ensure your contact information is clearly listed and up to date so potential clients can reach out to you directly. Make a plan to respond to social media direct messages—it’s the most convenient option for someone who has found you on their favorite platform. It should go without saying, but resist the urge to react and respond to
42 | think realty magazine :: november – december 2022
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