Share
Effective marketing requires more than posting promotional content. Smart Apartment Solutions, a property management marketing company based in Ann Arbor, Mich., has adopted a “show, don’t tell” approach that focuses on demonstrating excellence through personal interactions and organic media. Here are insights from property managers who have used related strategies.
Attracting a Tech-Savvy Demographic
Bonnie Wu, CPM, property manager with Tripalink, says she has seen powerful results from social media platforms like Instagram and TikTok. “We have advertised on Facebook Marketplace and Instagram and even had some TikTok influencers visit our property to give potential renters a better understanding of what our community has to offer,” she says.
Using First-Person Experience
Faith Barker of Trilogy Property Management has found integrated resident reviews and testimonials to be effective. These “social proof” elements show potential customers that others have used and found value in the product, she says. “I look at resident reviews a lot to see what things people are talking about.”
This user-generated strategy has also helped RPM Living attract top talent, as it highlights the company’s culture in a genuine and compelling way, says Tony Sousa, vice president of operations at the company, who has seen a change among investors. “They understand now: ‘You’re trying to attract the best residents or the best talent for your company, and as an owner, of course we want the best overseeing our assets.’ ”
Adapted from “Marketing Magic,” by Megan Orser, published in the July/August 2024 issue of the Journal of Property Management.