Posting promotional content is not enough for effective marketing. The Ann Arbor, Michigan-based property management marketing firm Smart Apartment Solutions has embraced a "show, don't tell" strategy that emphasizes showcasing excellence through one-on-one conversations and natural media. Here are some observations made by property managers that have employed similar tactics.

Bringing In A Tech-Aware Audience

According to Bonnie Wu, CPM, Tripalink's property manager, social media sites like Instagram and TikTok have had significant outcomes. "To give prospective renters a better idea of what our community has to offer, we have promoted on Facebook Marketplace, Instagram, and even had some TikTok influencers visit our property," she explains.

Making Use Of First-Person Knowledge

Trilogy Property Management's Faith Barker has discovered that incorporating resident feedback and testimonials works well. According to her, these "social proof" components demonstrate to prospective buyers that the product has been utilized and proven beneficial by others. "I frequently read resident reviews to see what topics people are discussing."

According to Tony Sousa, vice president of operations at RPM Living, who has noticed a shift in investor sentiment, this user-generated approach has also assisted the company in luring top talent by authentically and persuasively showcasing its culture. "They now realize that you're attempting to draw in the best employees or residents for your business, and as owners, we naturally want the best people managing our resources."