Social media is constantly changing, making finding the best way to reach potential renters complex. Fortunately, social platforms provide a promotional powerhouse you can use to reach your target audience and even vet them before they call for a showing.
Used properly, social media marketing can save time and money and attract serious people who are interested in leasing a unit. Here are some tips for using social media marketing to your advantage as a condo property owner or manager.
1. Highlight Property Advantages
Miami is one of the hottest, most competitive rental markets in the United States. A rental report named Miami the top competitive market in the country with a 93.1 out of 100 score. Two other Florida cities made the top 20. While you may not have problems finding renters, there may be a certain demographic you’d like to cater to, such as young professionals. Miami is known to attract people to the banking industry, so sharing that your unit is close to large banks means your listing could pop up for bank-related keyword searches on social media, drawing banking professionals new to the area.
You should also mention any special amenities, like rooftop pools, smart home technology, beautiful ocean views, or accessibility to nightlife and dining.
2. Tell a Story
It might be tempting to throw up a list of features and images and expect people to connect with your rental. Unfortunately, you’re competing against multiple other property managers sharing information. Instead, tell a story about the building and make it as captivating as possible.
You could feature a current resident and share what they love about living in the building. Tell a little about the history of the home. Paint a picture so potential residents can see themselves in the unit. Help them imagine what it would be like to sit on their balcony on a lazy Sunday morning and people watch as residents traipse up and down the beach.
For example, you could post something like, “A cozy two-bedroom condo in Key Biscayne offers quick access to local amenities. Spend time on your balcony sipping the coffee you made in your luxury kitchen.” Just tweak the content to match your listings.
3. Research Your Audience
The better you know your audience, the easier it will be to decide which social media platforms they use and how best to reach them. If your units attract retirees, post on Facebook rather than Snapchat. To reach millennials, consider what they care most about and where they discuss housing-related topics.
For example, you might want to point out the sustainable features of your rental and go to the platforms where millennials spend time like LinkedIn, Instagram and TikTok. You could share why a unit’s green roof or solar panels are more cost-effective and reduce energy usage. YouTube can also be an excellent way to reach people looking for details on a specific neighborhood or tips about living in Florida.
4. Use High-Quality Visuals
Photos and videos allow you to walk someone through a unit who lives in another city. Take images from every angle and invest in a professional photographer if it’s within the budget. If the units you manage are similar, you can pay for the images once and reuse them. Just add a disclaimer that while units are identical, someone’s apartment may differ slightly from the images.
Look at home shopping from the perspective of the potential lessee. What would the person most want to know? How can you show it with a photo? If you’ve told a story, does the image highlight the picture you painted? For example, if you talk about cooking in a luxury kitchen, you could add a photo of a person chopping vegetables at the counter in one of your units.
5. Use Hashtags and Geotags
If a potential renter searches for rentals in Miami, your post might pop up if you've used the best tags to attract them. The best ones to use vary by platform, audience and type of rental property.
Use social media searches to see what pops up for autocomplete in the search box. The results can indicate common terms people are looking for. Try different combinations of hashtags and monitor performance to determine which ones do best for your rentals.
For example, you might try #miamirentals or #floridacondoliving. The average Florida household pays $459.40 monthly for utilities like electricity, water and internet. If the rent includes any extras, share it with a hashtag like #freewater.
Add Value to Successfully Market Your Rental Property
Consider how you can add value to people’s experience when they land on your social media pages. You want them to follow you and stay updated on new listings. Link to valuable information about working and playing in the Sunshine State. Entertain your audience, and they’ll return for more.
Evelyn Long is a writer that specializes in housing market trends. She is also the editor-in-chief of Renovated Magazine, where she writes essential resources for renters and homeowners. She has contributed to several other publications like the National Association of Realtors and Realty Executives.