Apartment Marketing: 10,000 facebook fans for your apartment community

May 20, 2010

Good Morning Apartment Marketing Friends,
We are starting to work internally much more intensely and are putting much more focus on “Growing the Numbers” of our Urbane Life Twitter following and our The Urbane Life Facebook Fans  which will over all expand our Circle of Influence and Digital Footprint for Urbane Apartments.

One of the topics that came up this week on our weekly Blog Talk Radio podcast; Apartment Marketing Gone Digital, Creating a More Social Team, was that apparently once you cross over 10,000 fans on Facebook, you get extra perks and are treated differently. That sure seems like a big number, particularly for the average size apartment community of say (350) units. That would be almost a thirty times multiple.

New Metrics of Measurement
As more and more apartment marketers and apartment communities shift their marketing budget toward Social Media Marketing, and start to expand their Digital Footprint, what we all measure will also shift. It is logical if we ever expect in increase our web traffic conversion ratios.

While some folks are of the opinion that Social Media Marketing is best suited for Resident Retention, I strongly urge you to see it as a Lead Generator. If your Social Media Marketing isn’t producing more rentals, it is just a hobby. As folks thinking and understanding of this starts to foster, so will the manor and ways in which we measure progress transcend. The paradigm shift will be to grow the numbers and will likely be measured as multiples per unit, just as most apartment operators measure expenses and income per unit. 

As the cost of building community, and expanding your Circle of Influence and growing your Digital Footprint increase, savvy Apartment Marketers will want to hone in on exactly how many members, fans, followers and so forth it takes to produce each apartment rental lead. Those multiples will become an important metric. 

10,000 Facebook Fans
So, I am not exactly sure how to grow an apartment community fan page on facebook to 10,000 fans and followers, but that is now our new target at Urbane. We will keep you posted on our progress and “How To” as we roll along. My guess is, we will become much, much better at active and meaningful engagement, and delivering better content. While we are typically criticized by our peers that because we are a small and boutique apartment operator, we are able to accomplish more and be much more nimble. While that may be somewhat true, when growing numbers and followers, a larger property management company has an extensive advantage, however not until they focus on one brand, in lieu of one off properties and communities.  

We would love to hear your input about 10,000 facebook fans, does it make sense, is it possible? 

Ciao Eric

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Eric Brown

Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications;  Multi Housing News Social Media Examiner Search Engine Guide

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