How Property Managers Can Build an Effective Social Media Presence, Part 2: The How

Jul 18, 2023

As we shared in Part 1 of this blog series, building an active social media presence is a powerful way to build trust, reach new prospects, promote engagement, and more. It’s also a natural complement to a great property management communication platform, helping bolster your overall communication strategy so residents stay up-to-date and informed!

In Part 2 of this series, learn how to implement your new strategy as we identify six straightforward steps toward ensuring your social media presence is impactful and effective. 

Six Steps for Building Your Social Media Presence

1. Start by planning your goals 

Before you start posting on social media, it’s important to outline your specific goals. Are you striving to attract new residents, retain existing ones, or promote brand awareness? Once you’ve identified your goals, you can then plan your social media strategy to support those goals. For example, if you’re looking to attract new residents, you may want to set a goal based on directing traffic to your website or generating leads. 

2. Pick the right social media platforms

With so many different social media platforms out there, how do you know which one is best for you? Some of the top platforms in the world are Facebook, YouTube, WhatsApp, Instagram, WeChat, and TikTok, but that doesn’t mean you should be signing up for WhatsApp.

Property managers should identify which platforms their target audience is using and focus their efforts there. The ones you should consider are:

  • Facebook: Facebook has a diverse user base that allows you to reach a wide variety of potential renters and condo owners. You can create a dedicated Business Page or Group where you can share updates. 
  • Instagram: Instagram is a great platform for sharing high-quality images and videos. Try posting a property video tour to give potential renters and condo owners a sense of what it’s like to live in the community you manage. 
  • Twitter: If you want to provide quick updates on your community, Twitter is a great platform to share short messages and respond promptly. 
  • YouTube: This platform is a must for property managers who leverage video content. Whether you’re posting property tours, amenity updates, or other informative content, YouTube is the ideal platform to house and publish video content.
  • LinkedIn: If you’re a property manager looking to network, LinkedIn is a great platform to connect with industry peers. Although probably not the best platform to connect with residents, LinkedIn can be a great way to showcase your expertise in property management. 
  • Threads: Threads, Meta’s competitor to Twitter, surpassed 100 million users within a couple days of its launch. Although the platform is still in its infancy, Threads has the potential to be a conversation-based social media platform, making it a great tool for property managers to connect with their residents and the broader community.
3. Stick to your branding guidelines

From your profile picture and about/bio information to your content and comments, everything on social media should fit with your brand guidelines so you build a consistent and recognizable image. This encompasses how you present yourself to the public, including colors, fonts, voice, and design. 

Remember that your social media branding should align with how you communicate to your residents through other channels, such as email, SMS, or public display. You can even use these channels to promote your social media platforms to your residents and gain followers. 

4. Post regularly and consistently

Regular and consistent posting is crucial for building a social media presence. Be careful though - this doesn’t mean posting every thought that comes to mind. Rather, aim to post valuable content on a regular schedule so your audience knows when to expect to hear from you. 

For important topics such as new policies or maintenance notices that require more in-depth detail, don’t be afraid to remind your residents to check their inboxes for important updates. It’s important to use multiple communication channels so residents can receive information in a way that is convenient for them, helping them stay well-informed. Learn more about BuildingLink's communication solutions here.

5. Check out your competitors

Reviewing your competitors’ social media platforms is a great way to assess your own strengths and opportunities. What kind of content are they publishing? What does their voice sound like? What type of content is receiving the most engagement? Although you shouldn’t copy your competitors, checking out their platforms can be a great way to see what works and what doesn’t. 

One effective way to stand out from your competitors is by offering your residents a custom mobile app. Although this isn’t a social media platform, a custom mobile app is another powerful communication tool that property managers can add into their suite of innovative solutions. BuildingLink lets you brand, customize, and make our resident mobile app your own with our custom options, creating a unique experience for your community and brand.

6. Stay on top of trends

Leveraging the latest trends on each platform is a powerful way to organically expand your reach. From using the latest trending songs on Reels to the newest hashtag craze on Instagram or Twitter, each channel has their own way of promoting content within their own platform. On top of that, it’s important to keep an eye on the social media landscape as a whole, such as important news, rival app launches, and new rules or regulations. 

Partner with BuildingLink

Trusted by HOAs, co-ops, condominiums, and multifamily properties around the globe, BuildingLink helps property managers deliver superior resident experiences while streamlining maintenance and operations. We offer tools that will simplify your record-keeping and administration, communications, maintenance, and front desk operations. 

When you’re ready for smarter property management, book your BuildingLink demo today.

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