Building Your Apartment Community’s Brand on Instagram

Building Your Apartment Community’s Brand on Instagram

Instagram is a powerful tool. We talk a lot about what’s in your tech stack and what tools can help you run your property more efficiently. But what tools can help you build your brand? When we think of Instagram, some of us might just think it’s a photo sharing app while others see it as a great tool to use for marketing and branding.

 

A lot of realtors use Instagram to promote themselves, the houses on the market, and the neighborhood in which they sell in. When you look at a lot of multifamily properties’ Instagram, it tends to be a little boring and not very interactive. Instagram is a visual platform which means your content needs to be visually appealing but also means it’s an easy way for multifamily properties to create and evolve their brand. Social media marketing for apartment complexes need to be consistent and engaging.

 

Post Consistently

Keep a consistent posting schedule. Millennials and Gen Z renters have grown up using this platform and when they see a page that only has a handful of posts and hasn’t been updated in months, it’s a huge turn off. Posting once a week, whether it’s through the stories feature or as an actual post, will build up your feed and show your brand identity.

 

The aesthetic of your website is an easy place to start when thinking of what you want your multifamily property’s brand to look like. Keeping similar visual styles and color themes will make your property look more put together.

 

Content

There are endless ideas of what kind of social media marketing content you can create for apartment complexes that are intriguing and interactive. We know of some already for resident retention such as posting a pet of the month or photos from a resident event. You can also post videos of interactive floorplans or tours of staged units.

 

Your content can also be centered around your property’s onsite team. You can do a story or a reel of what a typical day in the life of someone in the leasing office is like. You can post a behind the scenes of the onsite team putting together an event or putting up decorations for a holiday.

 

A third area your content can touch on is the neighborhood. This is one area that most multifamily properties’ instagrams lack. Highlight local business and post about events happening in the community.

 

Instagram is a great platform and a tool that you need to consider as a part of your tech stack. Keeping an updated page with interesting and relevant content will make you stand out amongst other properties in your area and is also a great way for out of state prospects to get a feel of your property and the surrounding community.

Connecting with prospects when email doesn’t work

Connecting with prospects when email doesn’t work

Email fatigue. We have all experienced this once or twice in our lives. The state of being so burnt out on receiving emails that we simply ignore, delete or send unwanted emails to the spam folder. Since going digital back in early March, email fatigue is a problem that most consumers seem to be facing at an alarmingly high rate. 

 

This requires businesses to have to be creative in how they reach their audiences. Sometimes an email, which might have been used in the past, simply won’t cut it these days. 

 

So how do you standout in a sea of people vying for the same person’s attention? 

 

Know your audience

 

It is easy to get stuck in a rut when prospecting via email. Knowing your audience and how to respond to emails is an easy way to begin seeing traction with your outreach. In a recent lunch and learn, Liv Gabrielsen, Director of Marketing for Bainbridge said that the biggest downfall with email marketing is we have become so accustomed to automation. Liv says “We treat leads as a lead and fail to recognize where they are in their buying journey.” Liv goes on to explain that a lead with a 30 day close time versus a lead with a 120 day close time should be communicated with differently and not receive the same response.

 

Pick up the phone and call the prospect! 

 

Another great way to stand out from the crowd is by simply not sending an email at all. Instead, pick up the phone and call your prospect. Especially now, everyone is so used to staring at their screens all day. Talking with someone over the phone and allowing them to put a voice to the name can be a great change of pace.

 

Lean into other forms of media 

 

Lastly, when email isn’t working, check out other forms of media to get in front of your contacts.  Exploring new avenues such as social media is an easy way to connect with prospects and current renters. When you are trying to engage your communities, use things like interactive social features including: instagram polls, swipe ups on social media, hashtags to engage audience, TikTok videos and contests! For prospective renters, make the tone of your emails and outreach more conversational. The less you are trying to “sell” to them and the more “human” your interactions seem, the higher the engagement there will  be.

Put the Social in Social Distancing

Put the Social in Social Distancing

Social media activity is skyrocketing as Americans search for ways to connect in the age of social distancing. You can use this to your advantage to reach potential customers. Social media marketing shouldn’t be intimidating. Follow these easy tips to connect with your customers during these difficult times. 

 

 

First, Be Human!

 

Be empathetic, be authentic. That will go a long way. Everyone is scared and everyone has uncertainty. Acknowledging that will help you connect with your customers.  

 

 

Stay Relevant 

 

Post your latest store hours, closings, deals, etc. related to COVID-19 on all platforms. Let your shoppers know just because your storefront might be closed, shopping can still be done. Customers should be able to tell from social media how and when you can serve them.

 

 

Stay Consistent  

 

Share the same content on all platforms. Don’t worry about reinventing the wheel and sharing different content on Twitter, Instagram and Facebook (or whatever platforms you use.) Consistency will make it easy for the consumer to find your information, regardless of the platform they are on. 

 

Try to anticipate the information customers may be looking for on social media. Of course, they want to know if you are still open. But, do you have special shopping hours for at-risk populations? Are you slowing deliveries during the outbreak? Are you offering incredible deals? Post about these aspects of your business often.

 

One final thought. Consider paying to boost your social media posts. Even a small budget will help more people see your posts. But, be strategic and only boost those posts that a customer would find most valuable such as a big sale. 

3 Essential Digital Marketing Practices Your Dealership Can Use in 2018

3 Essential Digital Marketing Practices Your Dealership Can Use in 2018

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Living in our very digital age, it’s become more important than ever before to have a strong online presence. In order to compete in the automotive industry, your website, social media profiles and advertising have to be top-notch.

 

Now, assuming you DO have a website, social media pages and an digital advertising budget, you might be sitting there and asking yourself “Am I doing this right?” or “Is my online presence effective?”

 

Lots of dealerships are perfectly capable of cobbling together a website and a Facebook page…. but the question is, are those websites and Facebook pages worth visiting? Do they even look presentable?

 

Here are 3 auto dealer digital marketing practices that I’ve recommended for 2018 to my clients:[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408428350{padding-bottom: 25px !important;}”]

Don’t Overlook the Importance of High-Quality Design

[/vc_column_text][vc_column_text]One of the first things I tell dealers trying to improve their digital marketing is that high-quality design is absolutely crucial.

 

Today’s consumers, baby boomers and millennials alike, have far more sophisticated taste. They expect a lot more out of dealerships than some obnoxious inflatable tube men or painted letters that spell out “SALE” underneath the hoods of your cars.

 

People don’t want to be pandered to anymore. They want to be spoken to like an investor — because frankly, that’s exactly what buying a car is: an investment! This is especially important in the digital age, as many consumers do their research online.[/vc_column_text][vc_column_text css=”.vc_custom_1522347733326{padding-top: 25px !important;}”]If they’ve never set foot in your store, but discovered you on social media or search engine, you want your online presence to be a reflection of your amazing inventory and customer service.

 

I’ll be completely frank with you…. there isn’t much of an excuse anymore to NOT have great design or, for that matter, a great consumer experience (Example: A highly functional website).

 

When you have the right tools and services at your fingertips, building a website, social media pages and creating ads that look really nice isn’t difficult. In fact, it’s actually extremely cost effective. Something as simple as embedding a video you shot yourself from your own phone can have a huge impact on how consumers view your dealership. It shows effort![/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408439297{padding-bottom: 25px !important;}”]

Build Trust and Legitimacy with your Brand

[/vc_column_text][vc_column_text]Okay, so — remember how I said consumers in this day and age are extremely sophisticated? Well, along with being sophisticated, consumers are also smarter and FAR more tech-savvy than ever before, too!

 

Back in the day, dealers used to hold all the power. Consumers couldn’t access information about financing, trade-in appraisals and inventory unless they visited the dealership and inquired about it. In the year 2016, however, this is certainly not the case.

 

Because of automotive resource sites like Kelley Blue Book and NADA, consumers have the same amount of data and access that dealers do. They can now both get up-to-date information on pricing, availability and competitors FAST.

 

Now, even if consumers happen to do their research via a 3rd party site, they eventually do need to go to a dealership to purchase their vehicle… and this typically means paying the actual dealership’s website a visit.

 

To keep prospective customers from straying way, you want your site to provide the best online experience possible.[/vc_column_text][vc_column_text css=”.vc_custom_1522347685644{padding-top: 25px !important;}”]Naturally, you might be asking “What does this mean? My website looks good. What more do I need to do?” Well, your site looking good isn’t the only thing that matters.

 

You also need to be able provide vital information that the customer might be looking for. Do you have resources available to better help the customer (like a FAQ section)? Do you have a payment calculator or an appraisal tool? Do you have a live chat option?

 

These types of things might seem small, but overall, they add legitimacy to your dealership. Also, consumer will be more likely to trust you since you are putting in so much effort to help them find the answers for themselves.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408453000{padding-bottom: 25px !important;}”]

Be Relatable to Your Customers. Let Them Get to Know You!

[/vc_column_text][vc_column_text]Over 72% of consumers will check out your dealership online prior to stepping foot in the dealership… so along with a well designed, legitimate website, you also want to show that you understand the consumer.

 

Now is the time to talk about your dealership in more of a personal way and use multiple media formats to engage with consumers. When building or reconstructing your website and social channels, you might consider adding in an “About Us” or “Our History” page.

 

Many successful dealerships have these pages, as they’re a great way to tell consumers “Hey! We’re just like you!” A page stating “We’ve been family owned for 20+ years and customer service has always been our #1 priority!” lets consumers know that they’re going to be cared for.

 

In addition to “About Us” or “Our History” pages, it also helps to be completely upfront with them regarding things you know they already care about like: saving time, making sure they’re getting a good deal, or simply confirming the details of an individual vehicle. You can place these points on the main landing page![/vc_column_text][vc_column_text]Another way your dealership can be relatable is to make consumers feel like they’re in control as much as possible. You want to answer consumer questions or inquiries before they even think to ask them. On your social media pages, post pictures of your actual showroom so that consumers have an idea of what they’ll look like.

 

Or maybe on your “Schedule a Test Drive” form, provide some insights into what the next steps will be (Ex: You’ll meet with one of our reps, who will take you to the car of your choice, etc.). Consumers appreciate the additional information more than you might realize.

 

Use these automotive dealer marketing tips to help you build trust and authority with your current and potential buyers. It’ll bring your dealership’s marketing to the next level (and your sales, too).[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Additional Auto Resources

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3 Tips on How to Generate Leads for Sales at Your Dealership

3 Tips on How to Generate Leads for Sales at Your Dealership

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]

Looking for more strategies on how to generate leads for sales at your dealership? A handful of strategies can help you do that — but one thing to note is that some of those strategies don’t work overnight. Some of the most effective strategies out there have more of a long-term impact.

[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” full_screen_section_height=”no” background_image=”28348″ section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1522952549622{padding-right: 25px !important;padding-left: 25px !important;}”]

3 TIPS ON HOW TO GENERATE LEADS FOR SALES AT YOUR DEALERSHIP

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]To lay the groundwork for better leads, focus first on raising awareness of your dealership. Following are some tips that may help with your lead generation strategy.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522952626023{padding-bottom: 25px !important;}”]

1. Become a Resource

[/vc_column_text][vc_column_text]J.D. Power reported in 2015 that 83 percent of new car buyers visit at least one car dealership website, as they research types of cars. If shoppers land on your website, you may be able to instill confidence in your dealership by offering the kind of useful content they’re searching for.

 

Write blog posts about topics that matter to car buyers, such as fuel economy, crash test ratings and insurance costs. Include a chat client, so that shoppers have an opportunity to ask you questions online and engage further with your dealership.

 

Just make sure you ask for an email address. Even if a consumer is in the beginning stages of a car-buying journey, your helpfulness may inspire them to return to your dealership when it’s time to buy a car.

 

If you have the resources, consider offering an email blog digest or newsletter that consumers can sign up for. When you can track the kind of content people are reading and sharing, you’ll have a better idea of how to market to them.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522952744260{padding-bottom: 25px !important;}”]

2. Encourage Referrals

[/vc_column_text][vc_column_text]Turn your existing customers into brand ambassadors with a simple referral program. You could consider offering a free oil change for customers who refer a friend that visits your car lot, or some other type of perk for customers who share your blog content on social media.

 

Ask your satisfied customers to write reviews on websites like Yelp and Google+. According to Edmunds, 90 percent of car buyers say positive dealership reviews influence their purchasing decisions.[/vc_column_text][/vc_column][/vc_row]