Our culture is more saturated than ever with social media and the posts, tweets, updates, and memes that come with it. Social media platforms like Facebook and Instagram have expanded digital marketing to a vast online audience, making it possible for multifamily communities to effectively promote themselves. When used effectively, social media is a powerful tool that increases lead generation and resident engagement.
On the other hand, there is the danger of tarnishing your community’s reputation by posting the wrong content. This means you must avoid posting controversial, opinionated, and divisive content to avoid alienating anyone in your online audience. Instead, stick to topics that are useful, informative, and interesting to your expected audience of both current and future residents.
Your social media content should feature relevant topics. In the case of multifamily communities, your posts, blogs, and images should stay on the topic of renting, community life, and anything else that is helpful or interesting to your residents.
Avoid veering off course with vague inspirational quotes or memes that do little to define who you are. Both prospective and current residents will be looking at your content, so including topics like the latest developments in your community or a local event would be engaging and relevant and draw in more clicks and views.
Every generation has its hot-button issues. Avoid them. Stirring the pot can cause unnecessary conflict between your followers and even generate hostility toward your community. There are plenty of topics to discuss without delving into politics, current events, or social causes that deeply divide people.
Not only does controversy tarnish your community’s image, conflicts between your followers may deter individuals from visiting your page in the future and harm your reputation. Being unfriended and unfollowed by enough users can harm your online visibility and may make it more difficult to fill vacancies in your units.
Not only should your content be neutral, useful, and appealing to everyone, you should also be careful to whom you link. Though it is always good to back up what you say with facts, make sure your content is grounded in good research that isn’t associated with a controversial source.
Though you may not agree with the source’s entire opinion, the viewpoints of those you link to are inevitably received as your own. In addition, you should make sure that whatever unique facts you post can be substantiated by a reputable source.
Even if you don’t post anything divisive, your verbiage can get you into hot water with the Fair Housing Act. For example, if you want to advertise a few vacancies in your community, avoid phrases that give others the impression that you prefer certain types of residents over others.
Even something as seemingly harmless as “great location for single professionals” can make applicants with children, who according to our recent survey make up 42% of people who rent, feel unwelcome.
Basically, make sure your community is available to any applicant who qualifies financially. If you adhere to the Fair Housing Advertising Word and Phrase List, you should be just fine.
Your multifamily community will benefit from having the reputation of being welcoming and all-inclusive when your social media content appeals to all potential applicants. Posting neutral, relevant topics will tell others that your community is a great place to live.