Facebook has over a billion users, which makes it a powerful social media tool for property management. Facebook can be leveraged for:
Retaining Tenants: Facebook is very effect in communicating and building stronger relationships with existing tenants.
Prospecting Future Tenants: Prospecting becomes very easy with Facebook, by using promoted posts and tagging features. It is as good as word of mouth advertising, and property management can reach out to friends of the company’s fans.
Marketing: Sponsored stories and promoted posts are salient ways to find prospective tenants through Facebook.
Remember it is a Community
Facebook is primarily an online community and not a space for advertising. People access Facebook for chatting and hanging out. You could turn off people, if you simply post promotions and ads on you Facebook page. Hence, socializing should be the priority, and promotions can be worked into it. Secondly, people like to connect with people, and hence it is a magnificent idea to include photos of the property management team rather than images of only the property.
Choose the Cover Photo Wisely
The giant space available for a photo in the header is the main spot where you can compel people to explore your page further. Hence, make sure you use a photo that not only ideally represents the property, but also attracts attention.
Finding fans for a property Facebook page could be challenging, as most people simply like to browse for information on the property website. Property management can encourage people to “like” their Facebook page by providing discount coupons or promotional offers.
Hosting Social Event
Property management can host social events to create a sparkling atmosphere to make their tenants or customers happy or for attracting prospective tenants. Using the Facebook page, the property manager can attract more people to the event, and promote the page itself. People visiting the property website can be directed the Facebook page for obtaining more details about the event. After successfully hosting the event, the property manager can post photos of the event and tag attendees. This way the photos of the event will also appear on the news feeds of friends of the attendees.
There are many ways for Property management to improve its Facebook EdgeRank. One of the most outstanding ways is to generate maximum comments. This can be done by asking questions and so on. However, you need to first sponsor or post an interesting story to attract attention in the newsfeeds. Secondly, people who comment on the posts can be tagged, and the conversation can be kept going for longer periods of time.
Retargeting through Facebook Exchange is still being tested, but the results seem to be quite promising. A property could focus on people who have visited the website, but not taken the decision to lease. If property management were mainly using Facebook for improving brand awareness, the ideal strategy would be to select sponsored stories and promoted posts. Retargeting can be the most effective when in the process of renewing contracts and to attract new tenants who are willing to sign a lease.