Increase Occupancy via Twitter Mind Control

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When I first created my Twitter account, I hated it.  The posts were too frequent, too confusing and there was way too much junk floating around my news feed.  For months, it sat with that infamous egg as a profile picture.  My home page would have jumped for joy at the sound of a cricket.  Just when I thought I’d never log in again, a friend planted a seed that wouldn’t stop growing.  I started out simple at first, but it soon turned into a full blown obsession.  I was determined to lease my first apartment via Twitter!  It was that obsession that now allows me to share how to effectively increase occupancy via Twitter Mind Control.

  1. Did you know that you can search for people hunting for apartments in the city of your choosing?  You can find people who might be looking for apartments but they don’t even know it yet, they’re just putting signals out there to their friends, family and anyone else who may be reading their post at that particular moment in time.  Are they looking for someone to comment and say hey I love where I live, go there?  No.  They’re looking for some kind of engagement (as any person is on any social platform) and most times, if you look at the post, they really don’t get it!  Now this doesn’t mean that you should only search apartment hunting or looking for apartments.
  2. Create a list of keywords to search daily.  The key here is not only to find those actively searching, but also to discover and engage those that are giving off passive buying signals.  Some of my favorite searches are high electric or gas bills, noisy neighbors, long commutes and horrific roommates.   Once you find a relevant post, should you comment on that and try to sell them?  Absolutely…NOT!
  3. Never, ever sell your community on your initial contact!  Instead, scroll through their tweets over the last week and find a relatable post.  This could be something as simple as a movie they just saw, a restaurant they just ate at, or even a sporting event they are tweeting about.  Comment on that.  Be human.  Your community will sell itself.
  4. Don’t get discouraged if people you’re contacting don’t respond.  How often do you entertain a cold call?  That is essentially what you’ve just done.  The difference is, everyone looks at their @mentions, EVERYONE!  The connection you just made has now subliminally put your community at the top of their list.  When they start looking and you pop up on an ILS or Google, they’ll say “hey that looks familiar, I think they tweeted me….about a … movie?  I’m sure it’s still in my twitter mentions somewhere…..”  Now hopefully you’re twitter page doesn’t look like a bunch of cold calls all lined up like ducks in a row.  You need to have other content as well.
  5. Search for your community often.   Tweets can be the best form of testimonial money can buy.  Why?  Because they’re FREE!  There’s this wonderful little button called “RETWEET”.  Learn it, love it and live by it.  When you’re searching your list of keywords every day, throw in your community name.  See who’s talking about you.  Give yourself the opportunity to retweet the positive and reply to the negative.  This will paint a vivid picture for anyone looking at your page.

There was an amazing segment at Brainstorming that focused on transparency.  You may have seen the ChapStick fiasco…yikes.  That is an epic transparency #fail!  How about  live reviews for Dominoes Pizza flying across the jumbo screen in Times Square?  Can you say #winning?!  The growing trend of word of mouth marketing is making and breaking businesses as we speak.  Attention spans are shortening and tolerance for conventional marketing is dwindling.  Today is the day we look for products our friends and family endorse.  We look for the product with the highest rating or the most positive reviews.  A well maintained Twitter page can help.  Start searching today or yesterday’s tweet could become tomorrow’s lost lease.

We’ll be coming out with part 2 soon.  It will focus on the importance of your Twitter design, relevant content and a special feature on the ins and outs of following/followers.  Don’t want to wait?  I don’t blame you.  The Training Factor has an excellent social media course with some great Twitter tips to get you started.

Here is a real Twitter example…

If you get a bad review, you take that in your stride. – Anish Kapoor

~Angela

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9 responses »

  1. Angela –HOME RUN!! It is not too often that I see a post involving Twitter with some practical steps towards making it work but you knocked it out of the park. I have a Twitter list called “apartment communities” that I monitor and it amazes me how much work is yet to be done. I am glad you see this tool as a conversation piece. Great post and please share with me the progress you make.

    • Much agree Jonathan, Nice job Angela, Bravo!
      Perhaps the next challenge is the every ongoing time constant issue that every leasing person faces. Part of that problem is that management adds things for people to do everyday, but we aren’t as good at taking things away.

      • Thanks Eric! The time issue is a problem. I do much of my community’s twitter maintenance at home while doing other things online. It is extremely difficult to find time to manage social media while tours, rent payments, constant phone calls, e-mails and all of the other joys that go along with property management already consume most of the day. I guess that’s where the ‘take ownership’ trait comes into play in my case (although I will admit I take it to a somewhat obsessive level). With all of the new responsibilities facing leasing professionals today, is it possible that adding a position focusing on social media/internet marketing will become more standard as time goes on?

    • Thank you Jonathan! I thought the same when I recently pulled up a video called 100 Twitter tips in 15 minutes…It was terrible!! First, the video only featured the first 50 and the link to the second 50 was broken. Second, every tip after 10 was essentially the same as the last just reworded. I’m excited to also share a video with everyone of a real search in twitter revealing what I would consider a HOT lead. I’m working on uploading to YouTube and will post soon. We have secured 5 leases that I can attribute to the 5 steps in this post, potentially more!

  2. Pingback: Increase Occupancy via Twitter Mind Control – The Prequel « Multifamily Mayhem

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