Being in the service industry can sometimes make social media marketing more challenging. After all, it’s not a shiny product you’re trying to sell, but rather your superior ability to manage properties. The good news is, with the right strategy, even a property management company can kill it on social media. Here are a few pointers for building your brand and successfully leveraging your social status to attract, engage and convert more leads.
Even if you are brand new to the property management industry, jump in and start working on your social presence as soon as possible. It’s ok to be new and even make a few mistakes along the way. In fact, social media is a great tool for demonstrating vulnerability that is endearing to clients and prospects. Don’t be afraid to do it wrong. Just do it.
Create or join a peer group
Another great way to use social media to build your brand and gain traction in the industry is to share the wealth. Look for and connect with other local property management companies that offer similar services and comparable pricing and link up. When you’re too busy to take on new clients, send those leads their way, and they’ll do the same. This creates a strong network of peers that will serve you well for many years to come.
Hone your unique voice and perspective
When it comes to the property management industry, there is a lot of noise out there already. The key to success on social media lies in identifying and honing your unique perspective. What makes you stand out from the rest? If you’re struggling in this area, try listing out your strengths and weaknesses and then find a way to reframe those weaknesses. For instance, being new to the business can also mean you bring a fresh point of view to the industry.
Become a resource
Social media is a great tool for sharing your knowledge and positioning yourself as an industry resource, both to your clients as well as others in the business. Sharing knowledge also helps you develop trust, which is like the golden goose of online success. Before you post any content, ask yourself what your ideal client would think about it. Is it geared toward them? Will it help serve their needs?
Focus on first impression
One of the biggest mistakes service organizations make online is to create bios that don’t really say much of anything about their business. An online bio should help humanize your brand and also let visitors know what’s in it for them. Make a powerful first impression that will convince people to follow you.
Utilize your opportunities to go deeper
By delivering content that is beneficial and helpful to your audience, you can make deeper, more meaningful connections with them. For instance, instead of just linking back to your property management website, include ways for your fans and followers to connect on a higher level, such as the ability to sign up for your newsletter or receive a free consultation. The goal with every post should be to further the conversation.
Being successful on social media isn’t rocket science. It’s really just a matter of finding a way to differentiate yourself, make a lasting impression and nurture relationships. The six tips above should provide a good foundation for a powerful and effective social media strategy for your property management company.