Owning a business means you must have a savvy marketing strategy at the ready. Even the best businesses cannot find success without good marketing and getting their services or products in front of the eyes of their customers. Rental business owners are no exception to this truth, but few businesses take the time to suss out their marketing strategies or develop a branding plan.

Whether you are a landlord with a small business or a property management company with a heft portfolio, understanding your business’s marketing needs is key. Social media marketing can be very effective at getting your business in front of potential tenants and can also be used to cultivate a closer relationship with your current tenants. If you are hoping to dip your toes in social media marketing for your rental business, these tips can help.

What Should Landlords Post on Social Media?

Creating a solid online presence is key to getting eyes on your listings and getting vacancies filled quickly. Syndicating your rental listings, creating an informative and visually appealing website, and posting on social media are all keys to developing a savvy online presence. Knowing what to post on social media can be half the battle, especially when posting consistently is necessary to ensure followers actually see your social media posts.

Posting Strategies That Focus on Potential Tenants:

Posting on social media is more than just showing off your vacant properties. Social media provides the opportunity to highlight what makes your properties special. Your social media posts should convey the message of your rental business’s branding.

Show Current Listings:

Most landlords on social media know to highlight any available listings. This is perhaps the easiest social media post you can create since you already have the information on-hand after posting your vacancies to top rental listing sites. To make your listing post social media friendly, be sure to include great photos of your rental property as well as a short but compelling description and list of features.

If writing a rental listing description is a chore for you, avoid writer’s block by choosing property management software that utilizes AI to help with listing generation.

Learn more: New Feature: Instant Property Descriptions for Rental Listings

Highlight Resident Events:

Prospective tenants want to know the general atmosphere of your property and current tenants. If you own a multifamily property, you likely work hard to create a relationship with your tenants and foster community at your rental properties. Why not highlight your hard work and show prospective tenants your property’s vibrant community life? Post photos of your latest resident events and describe the fun!

Learn more: 10 Resident Event Ideas That You May Not Have Tried Before- Infographic

Feature Your Amenities:

Featuring your amenities can be a fun and easy way to create online engagement. If you own a multifamily property, post photos of your property’s pool or in-house gym. Show off any amenities that sets you apart from your competition, and show potential renters how much they would enjoy living at your property.

For single-family homes, get creative! If there is an eclectic cafe or a popular park close by, post photos and highlight its proximity to your rental property. Having a walkable rental with a great location is always a goal for potential tenants, so be sure to show what your applicants can expect from the property and the surrounding area.

Social Media Posts for Current Tenants:

Your social media interactions shouldn’t just focus on potential tenants, but should also serve to inform and foster connections with your current residents. Post reminders about community events before they occur.

This can serve to show potential tenants what to expect from your rental in addition to ensuring current tenants remember and attend. Social media can be a great platform to get out a message, so any notifications pertinent to all your tenants can be posted on your social media platforms. This can include reminders about upcoming events, upcoming maintenance, or new property upgrades that will be occurring in the future. Always post with a friendly and positive outlook, and save any contentious announcements for private communication platforms.

What Should Landlords Avoid on Social Media?

While every property management and landlord should be taking advantage of social media, there are crucial aspects to caring for your rental business with an online presence. Incorrectly posting or advertising on social media can land you in legal hot water–even if it seems inoccuos at first glance.

Additionally, neglecting best practices regarding negative interactions on social media can damage your rental business’s reputation.

Accidental Discrimination

It is vital for landlords and property managers to fully understand the implications of fair housing practices in any setting. Posting on social media is no exception. Even if you have no intention of preferring one renter over the other, you can still get accused of housing discrimination. Unintentional discrimination is referred to as disparate impact and that action is still considered discriminatory regardless of the intent.

Be sure that everyone on your team is familiar with Federal Fair Housing Laws and make certain that the language of your social media posts do not feature any language that discriminates, limits, or denies equal access to your community based on membership in any federally, state or locally protected class.

Learn more: Fair Housing Laws and Social Media Tips for Landlords

Unaddressed Negative Comments

Public opinion can make or break your business, and creating credibility and trust among your renters and potential renters is crucial. Unaddressed negative comments on your social media platforms can raise red flags for current and potential tenants alike. Ensure you are addressing any tenant complaints online and in the real world.

Avoiding interactions with a negative comment online can give off the impression that you or your team avoids assisting when tenants need help; simultaneously, arguing or replying with negativity can also give a bad impression. Be sure to help as much as possible and offer to take the conversation offline to show you are listening and respecting everyone’s privacy. Managing your online presence can be a tightrope act, but doing it well is crucial.

Learn more: Your Rental Business Reputation | Publicity and Public Relations Tips

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