Tag Archives: Twitter Marketing

Increase Occupancy via Twitter Mind Control – The Prequel


Finding customers on Twitter with subtle buying signals is one thing, but if your page is not up to snuff, they can and will overlook you.  First and foremost, ask yourself the following.  Is your profile picture eye-catching?  If it’s still an egg, change it now!  What about your background?  Are you still using the default or something equally as bland?  What does your about me blurb say about your community?  Is it different than every other apartment community on Twitter?  Increasing occupancy via Twitter Mind Control starts with a few simple design techniques.


This may seem like a no brainer, but too often, we overlook the importance of basics.  How long did it take to develop your community name?  What was the thought process behind it?  A Twitter handle requires similar attention to detail!  This is what people will use to talk to you and about you.  Twitter limits the length of this to 15 characters.  Use them wisely.  It should be simple and easy to remember, but also recognizable.


It’s small, I know, but you can make it work!  Putting a professional picture of the pool or model is not the way to go.  You may have the best logo out there, but this is not the place to show it off.  Your profile picture should entice your buyer.  Try using a fun picture from a past resident event.  If you insist on using a pool picture, make sure there are people in the pool!  How about getting some of your residents together for a photo and having them hold an “I LOVE ABC Community” sign?  It might sound cheesy, but I would click on that before I clicked on an egg.


I’m a visual buyer.  Packaging and advertising excite me and I’ve been known to buy a product just because of the shape or color of the container.  Did you know that people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone*?  Take a look at this.

You can tailor your background to increase occupancy via Twitter Mind Control!  Who is your target market?  Design your background accordingly.  Given that the about me blurb is extremely limited, this is a great place for contact information as well.  Build in your address and phone number and ALWAYS include a call to action!  A simple arrow with the phrase ‘we follow back’ will suffice, but by all means, get creative with it!


This should not be a canned response that you use on every page and it should never be a sales pitch.  Instead, make it interesting!  Insert a resident testimonial or something witty about your unique features.  Add a link to your website for those mobile users who may not be able to see your entire background.


Now you’ve built an engaging page visually, so it’s time to attract some followers.  Start by looking for other local businesses and introduce yourself (in a neighborly tone).  Find content that’s relevant to your market and share it.  Don’t forget, adding a question to your posts will encourage conversation!  Last, but not least, it’s time to find some qualified leads!  For a practical and tested approach, see our last post here.

Social media is taking over.  Traditional marketing techniques, while still important, pale in comparison to the customer base you can reach with platforms like Twitter.  Please keep in mind, Twitter’s product line is unlimited.  It’s open to all.  To succeed, you must stand out from the competition!  A great website to get your creativity juices flowing is http://vmsd.com/ Warning:  Their design gallery may have you occupied for hours!


What’s your ratio of followers to following?  If the numbers are skewed either way, there are adjustments that need to be made.

TOO MANY FOLLOWING:  Just as you should never hard sell your product, you should also never aggressively follow accounts for the sake of maximum exposure.  This will not only be a turn off for anyone actually interested in following you, but can also get you blacklisted by Twitter.  Once you’re blacklisted, your tweets will no longer appear in any search and you will have to contact Twitter to fix it.  If you hit 2,000 following, but your ratio of followers is too low, you will no longer be allowed to follow anyone until the ratio improves, even if you are trying to follow back a new resident or prospect!

TOO MANY FOLLOWERS:  Please don’t misunderstand me.  A high follower count can be a good thing.  It’s the ratio I’m talking about.  In my experience, most Twitter users are ecstatic when they receive a new follower notification.  It translates to engagement.  You have taken an interest in THEM!  Something the community down the road may not have.  It’s important not to be one of those corporate drones that has 50,000+ followers and is only following 1 person.  You need to follow back in order to create that engagement.  Yes it’s going to fill your newsfeed with vast amounts of information, but that’s a good thing!  It will give you uncensored insight into the minds of your target market… #priceless.

An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service. – Daniel J. Boorstin


*Source: http://www.vendorseek.com/using-color-to-entice.asp via CCICOLOR – Institute for Color Research


Increase Occupancy via Twitter Mind Control


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