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5 Ways to Use Content Marketing on Social Media to Attract Tenants

You've always been a handy kind of person, which served you well in preparing your properties for tenants. What you aren't as experienced with is the marketing side of things. Content marketing is one of the many ways to get word out online about your property, and it doesn't require a massive monetary investment like some other forms of search engine marketing.

Content marketing works by providing information that current and potential tenants find useful. It's not a direct advertisement, such as search engine marketing and off-site marketing, since you create content that you feel has some value to visitors on your own site. Quick Sprout reports that, on the whole, content marketing is significantly less expensive than other forms of search engine marketing. It's also easy to naturally incorporate content marketing on social media profiles to catch the attention of potential tenants. Try the following suggestions to reach more potential tenants.

1. Increase your visibility. There's nothing more frustrating to a potential tenant than reaching out for information about a property and never receiving a response. When you update your social media sites regularly with useful content, potential tenants know that you are active, available and involved in your properties.

2. Create shareable content. One of the primary reasons to use social media is to make it easier for readers to share your content. Look into video creation, infographics and other visually driven content options to help promote sharing on the social media sites. These highly visual forms of content help cut through the signal to noise ratio on the Internet and attract potential tenants to your profiles.

3. Provide ongoing value to tenants. Write posts on a range of subjects, rather than limiting content to information about your property. The posts don't necessarily have to be long and involved. Post short tips about maintaining a yard, fixing common household issues, decorating apartments, and other topics that provide immediate value to current and future tenants.

Although it's important to include information about your properties in the content marketing, avoid an advertising-focused approach for those posts. Instead, talk about what attracted you to those properties, whether your properties have any unique history or features and other tidbits of information that would not commonly make their way into a rental listing. Set your property advertising apart from other property managers who take a dry, impersonal approach. This also helps to build a potential tenant's emotional investment in the property.  

4. Leverage off-site content. Your existing content, such as blog posts on your own site, should be used for double marketing duty on your social media profiles. Create small excerpts to share on social media sites and funnel potential tenants to your own website. Consider creating longer form content, like a guide to the local area attractions, and promote it through social media channels. The more places you share, the more likely it is that you will catch the eye of the perfect tenant.

5. Post information about your rental process. Sometimes a potential tenant shies away from viewing a rental property because they don't know if they qualify for tenancy. Detail the rental process from start to finish, so even the most socially anxious potential tenant is reassured about what steps to take.


Article by Copley Broer

Posted on Dec 03, 2014


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