#112: Effortless Social Media: Scaling Strategies for Success
Are you a property manager feeling overwhelmed by the idea of managing social media alongside your existing responsibilities? If so, you’re not alone. With so much on your plate, it may seem crazy to add social media to your job description. How can you make it doable? And importantly, how can you make it easy?
On this episode of Marketing Home, Marketing You, we dive into all things social media and take a glimpse at the Sprout Marketing playbook to execute your apartment social media strategy. In this workshop, we’ll start by laying the foundation for your social media strategy, a solid foundation.
Then, we’ll explore how to build scalable systems that can be implemented even when life throws everything at you. These systems will allow for consistent content creation and engagement, ensuring it's not dependent on a single person and can adapt to varying seasons and circumstances throughout the year. As the saying goes, sometimes you need to slow down to speed up, and in the fast-paced world of property management, that can be a daunting task. But fear not, we're here to guide you.
Lastly, we’ll guide you in planning seven days of social media content, empowering you to feel prepared for the week ahead and take that task off your to-do list.
“Social media is a kind of behind-the-scenes look at what life is really like. It should have personality, it should be fun, and it should inspire people to feel like they’ve gotten to peek behind the curtain of your community. It’s a little more than the buttoned-up, polished website.”
LAYING THE FOUNDATION:
TWO CURRENCIES
You have two currencies on social media. The first is attention. Attention is the new dominant currency in the world we live in. Attention is so minimal, people are pulled in so many different directions. Attention is like the new gold, the new oil. It’s literally what people are vying for. So, with social media, remember that. Remember you are trying to gather that or gain that attention of your residents and your prospects.
The second currency is that you want to have influence. I would say it’s the most valuable. Influence is where we can actually have influence over the buying decision, the renewal decisions, and the other decisions that people in our communities make. Posting fun reels, or crazy captions gets attention, but not all attention leads to influence. We can hop on a trend, but if it’s not the right audience, if it’s not the right perception of your brand, it’s not going to translate into influence. Turning attention into influence takes time, consistency, and showing up.
SIMPLY SOCIAL MEMBERSHIP
Social media posts for every day of the year.
Every month you will receive:
✅ 30+ social media caption templates to customize in seconds
✅ 90+ graphics to choose from to pair with your caption (25+ Canva Templates included)
✅ Video templates that you can use for Instagram, Facebook or TikTok
✅ A Social Posting Calendar & Planning Tools
✅ Ongoing social media training & best practices to become a better social media marketer
Consistency is key
Build the social you want with the resources you have right now, not the resources you wish you had. If you wait until all the circumstances are perfect, you probably will never consistently have a posting schedule. So think to yourself, what your schedule can be? Action is what is going to differentiate us. Commitment and consistency are what will garner social media success.
TAKE THE GUESSWORK OUT OF WHAT TO POST
There are several types of content when you’re trying to market an apartment community, and I like to put those into three different buckets.
Marketing
Marketing is your attention-grabbing content that is supposed to drive leads and drive new interest in your community. In the marketing category, you’re going to have things like potential discounts. Encourage visits. Highlight a community or apartment feature to spark interest. Spotlight a product. Do a neighborhood feature, to sell not just your community, but the whole neighborhood. Tag a business. Post a testimonial, a frequently asked question, a referral, or a follow-up.
Retention
Retention are the posts to engage current residents and build loyalty. This is where you’re going to do things like get to know the team and the people behind the closed door. Welcome new residents or even new preferred employers to the area. Plan appreciation posts for your current residents. Reminders for need-to-know things, or events coming up. Reminders of VIP programs for residents. And posts that encourage reviews, or encourage conversations and feedback.
Fun
These fun, relatable posts engage and connect with your audience. This is where you might post national fun days. They can be quotes, tips, virtual games, polls, questions, caption this photo, etc.
“Social is like a friendship. Friendships take engagement. ”
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The idea of managing social media alongside your existing responsibilities may feel overwhelming. But rest assured, Sprout is here to let you in on the secret sauce, the method of making social media scalable. By laying a solid foundation for your social media strategy, understanding the two currencies of social media, and our social media plan, you can shape your approach to capture the attention of your residents and prospects. I hope this has gotten your creative juices flowing!
