How to Stay Connected (From a Minimum 6ft. Distance)
For many multifamily, commercial office, and real estate properties, social media has two goals: visibility and support for leasing. However, these recent weeks of crisis and quarantine are showing that we have a much greater responsibility, with both our advertising and our audience. It’s time to take social media further!
Maintaining an active online presence has become more important now more than ever. In the past 2 weeks, Facebook traffic has skyrocketed tenfold, with other platforms experiencing similar surges. And a recent Facebook report indicates that total messaging on the app has more than doubled. All of this data shows what we already intuitively know: that in times of crisis, people are turning to their friends, their families, and their communities.
And properties are a part of that community. In fact, posting content and interacting with local retailers and organizations on social media can be an amazing way to tell a property story and build connections with your audience on a more local, human level. And of course that activity is visible to anyone interested in the given property and local neighborhood.
Here are 8 ways for real estate properties to use social media to build community & connect to their neighborhoods:
Connecting with local retailers, volunteer organizations, neighborhood groups, and businesses is a great way to spread positivity in the midst of a dark hour. Grab a virtual coffee or cocktail with your local businesses or clients and share this experience on social platforms to remind your community that we’re all in this together - and still driving business forward the best we can.
With over 3 billion regular social media users, participating in trending challenges can be a fun way to maintain your online presence and ensure your chances of increasing visibility—especially now, when most everyone is feeling the cabin fever.
Share the unique ways you are getting through social-distancing and self-quarantining. Everybody’s curious about how others are handling our new normal.
Partnering with local influencers is a cost-effective way to increase your online marketing game—yes, even during challenging times like these. Why? The most sought after influencers in your industry, who were hard to reach in more stable times, are now constantly scrolling through feeds, making themselves even more available. They are also more likely to offer the best deal, as businesses have stripped back to essential spending only.
Use video to show development progress—this is more relevant than ever. Virtual tours are especially useful here.
Give thanks to the essential workers on site. Most every online user is thanking doctors, nurses, pilots, and grocery store employees. Use this moment to note that construction is one of the few things that is not being restricted and that the governor/mayor said it is a part of the critical work that needs to continue—it’s a pretty big deal, and we’re deeply appreciative of construction heroes on the front lines. This story is a really cool angle and a great opportunity to spread positivity across social channels.
Share ways to look ahead—when life resumes, what are you most excited about? How are you planning to move forward and pick up your boot straps? This is another chance to spread positivity in a time where everyone could use some.
Start conversations, ask for ideas: What are the things your company will finally do, now that it’s been forced to develop its digital muscles? What are the things your company is doing now that will probably become the new normal after the dust settles? What are the potential benefits that can be had from all the change, benefits that will put us ahead despite the challenges we’re facing right now?