9 Reasons Why Social Media is So Important for Your Property


It’s hard to believe that Facebook is turning 13 in February. The social network truly changed how we interact and share content on the web.

Thanks to the rapid growth of social media, businesses also changed the way they interact with their customers.

There are now multiple platforms - including Twitter, Instagram, and Snapchat - in which your property can interact with current and prospective residents.

If you’re not actively engaged on social, or if you’re just looking for inspiration, we put together a list of reasons why social media is so important for your business.

Let’s get started!

1. Learn About Your Customers.

Millions of people around the world are actively engaged on social media platforms every day, giving you endless possibilities to gather data about current and potential customers.

As you learn more about their social behaviors - i.e., what they like, how they interact with brands, etc. - you can tailor your social media marketing efforts accordingly.

In addition, you’ll start to learn more about what your customers love in a home. This knowledge helps you plan improvements for your property and attract valuable tenants!

2. Engage With An Audience.

Engagement is everything when it comes to social media. You want your audience to like, comment, and share your posts; if they don’t, well, it starts to get a little lonely!

When you share awesome content, users want to stay engaged. As a result, you’ll drive more traffic to your website, which increases prospect leads and creates a stronger social brand.

But the engagement isn’t, or shouldn’t be, one-sided. You need to interact with your fans on social media. For example, if someone shares a positive comment on your Facebook post, shoot them a friendly reply thanking them for their kind words.

Trust us; consistent, genuine interaction goes a long way.

3. Live Videos Create New Engagement Opportunities.

While we’re on the topic of engagement, let’s talk about live videos. Facebook, Twitter, and Instagram allow users to go live, which opens up the opportunity for an awesome content experience.

You can use this feature to host live Q&A sessions with residents or future residents.

Also, one of our favorite ways to use the feature is by scheduling live walkthroughs of your available units. For example, every Thursday, you can broadcast virtual tours of new space and encourage prospective renters to tune in and ask questions!

Live videos are wonderful for increasing engagement and brand awareness.

4. Increased Inbound Traffic.

If you want more traffic to your website and you’re not on social media, or not actively posting, it’s time to update your content strategy.

According to a study, 31.24% of all referral traffic comes from social media. That’s huge!

Think of all the potential social media can bring, especially if you have a beautiful website that showcases your property at its finest.

5. Affordable Advertising Opportunities.

As the cost of traditional advertising has increased, many businesses have decided to cut ad spendings and focus on other methods of attracting leads.

Advertising cost is another area where social media shines.

The cost of marketing on platforms, like Facebook, is extremely affordable, especially when you consider the potential results.

Take advantage of this high ROI to increase your digital marketing efforts and drive more leads to both your social networks and website.

6. Build Brand Loyalty.

A presence on social media is essential for building a strong brand. It’s a great way to tie together your content strategy. It’s also a hub for sharing news and information about your property.

The possibilities for post ideas are virtually endless. Check out our article on social media content ideas to get your creative juices flowing!

7. Convert Leads Into Residents.

Many businesses add social media into their sales process as a new funnel for lead generation.

The potential is great for finding, connecting, and engaging with prospective residents.

A typical social media sales process starts with mining for trending topics and keywords, which are popular among your target customer. Next, you can connect with those customers directly through your property’s business accounts. Finally, once your content gets in front of your audience, you need to stay engaged and build relationships.

Your success on social media will result in a tremendous increase in interest for your property.

8. Great Opportunity To Share Visual Content.

Social media allows properties to share stunning visual content. Whether it’s photos or videos, social media is all about imagery.

Plus, networks like Facebook are pushing more and more video content in front of audiences.

As a result, it’s imperative that your property puts a video content strategy in place ASAP! The more videos you share, the more chances you have to get your community in front of an excited audience.

We put together an entire post on the importance of video in 2017. Check it out!

9. Improve Customer Service.

Social media is also a channel for your property’s customer service. It’s a medium for current and prospective residents to get in touch with you to ask questions and resolve issues.

Remember that customers want, and now expect, a fast response when they contact you through your social platforms.

According to a study conducted by Edison Research, 42% of consumers who attempt to contact a company through social media for customer support expect a response within 60 minutes and 32% expect one within 30 minutes.

Annette Smith