The Importance of Social Media and Review Sites For Multi-Family Developers

Developers of multi-family properties understand the importance of social media strategy to effectively communicate with their tenants while addressing comments and posts regarding customer complaints. Today, it is essential to create a strategic, well thought out social media plan to address both tenant likes and dislikes that are posted daily, if not hourly, on various online platforms. Monitoring and responding to these tweets and posts is a 24/7 job that can grow brand awareness and fan advocates, or have the exact opposite effect.

Reviews In Social Media

Real estate review pages have become a primary source for prospective tenants to research and find the perfect community for their needs. With the proliferation of sharing and commenting, both good and bad experiences, rating sites are a source of valuable, honest feedback for potential renters to use when making a decision about which apartment to select. Reviews are the word of mouth marketing tool social media provides. There are numerous rating sites that provide instant, real-time feedback that can and do impact a renter’s selection process.

One commonly used social media site is Yelp.  Sites like Yelp not only allow for simple access to other tenants’ experiences but also provide more details about a company’s customer service, maintenance response time and even information about safety issues. It is critical that property managers address bad experiences immediately to position themselves as a hands-on, proactive company that genuinely cares about tenants and is willing to correct any issues that arise as quickly as possible. Review sites require a competent management staff to monitor negative online comments and prevention strategies to avoid low ratings on Yelp and other rating sites.

Additionally, social media’s most used platform, Facebook, has implemented a mandatory star and comment review tool on all business pages essentially centralizing word of mouth marketing effects in one location. This poses a large risk to businesses, especially multi-family communities, as Facebook is already a top search engine harnessing a third of search engine traffic.

“Online reviews, especially across social media, will either make or break your rental and referral rates. Because incidents like unhappy residents are bound to occur, it is imperative multi-family communities have a strategic crisis management plan in place that all social media contributors are properly trained to implement.” – Chelsea Smith, Social Media Strategist, infinitee Communications, Inc.

In order to increase customer satisfaction ratings, many property managers have adopted incentive programs to encourage tenants to leave positive reviews on their most referenced social media platforms. Some of these incentives include entering a lottery for a gift card, participating in a raffle to win a trip or a chance to win other desirable items. This interactive marketing tactic of gamification and rewards is a great strategy that many companies are implementing to enhance positive engagement.

For more information on how to promote positive online comments about your multi-family community, contact our Atlanta real estate advertising agency today.

The Point at Bella Grove

AT A GLANCE

Atlanta, Georgia

Founded in 2011

National real estate investment manager focused on the U.S. rental housing sector

Invested over $2 billion across more than 23,000 conventional multifamily and purpose-built student housing units located in the South, Southeast and Midwest markets

Disciplined investment approaching providing private investors with a fully transparent real estate portfolio

Partner since 2017

 The Bellamy Milledgeville

AT A GLANCE

Atlanta, Georgia

Property management company specializing in student housing and conventional apartment communities throughout secondary markets in the southeast

Build “resort style” student housing properties with an emphasis on technology and safety

15 properties across 6 states

Partner since 2017

Tanger Fall Campaign

AT A GLANCE

Greensboro, North Carolina

Tanger Factory Outlet Centers, Inc. is a is a publicly-traded REIT with more than 36 years of experience in the outlet industry

Operate and own a portfolio of 43 upscale outlet shopping centers located in 22 states coast to coast and in Canada

The portfolio totals approximately 14.8 million square feet and leases to over 3,100 stores operated by more than 500 different brand name companies

Attracts more than 188 million shoppers annually

Partner since 1997

Tanger 2017 Campaign

AT A GLANCE

Greensboro, North Carolina

Tanger Factory Outlet Centers, Inc. is a is a publicly-traded REIT with more than 36 years of experience in the outlet industry

Operate and own a portfolio of 43 upscale outlet shopping centers located in 22 states coast to coast and in Canada

The portfolio totals approximately 14.8 million square feet and leases to over 3,100 stores operated by more than 500 different brand name companies

Attracts more than 188 million shoppers annually

Partner since 1997

SunTrust Park

AT A GLANCE

Atlanta, Georgia

Founded in 1992

Real estate development firm specializing in urban retail mixed-use supercenters

Major developments in Atlanta, Denver, Florida, South Carolina, and Canada

Committed to enhancing neighborhoods and communities by investing in what are often considered marginal or transitional areas

Partner since 2015

Stafford Properties

AT A GLANCE

Tifton, Georgia

Commercial real estate firm focused on retail and hospitality industries operating in three divisions: Management, Development and Investment

Renowned for its core values of entrepreneurial spirit, work-life balance, doing what is right, valuing the team, and giving and expecting respect

Property holdings include 1.7M square feet of retail and office properties in the Southeast with an average occupancy rate of 95%

Partner since 2017

South Walton Food & Wine Festival

AT A GLANCE

Miramar Beach, Florida

Founded in 2013

Over 800 wines, celebrity winemakers, chefs, craft beer brewmasters and special guests

Performances by Nashville singer/songwriters and first-class wine and food seminars led by special guests

Benefits Destin Charity Wine Auction (DCWAF), supporting children’s charities in Northwest Florida

Partner since 2013

River Oaks Shopping Center

AT A GLANCE

Houston, Texas

322,000 square foot center owned and managed by Weingarten Realty REIT

One of Houston’s most prestigious and historic specialty centers offering a wide variety of national retailers, upscale restaurants and unique local retailers

Serves some of Houston’s most affluent neighborhoods

Key tenants: Kroger, White House | Black Market, , Ryde, Brasserie 19, J. McLaughlin, Hemline, River Oaks Theatre

Partner since 2015

Platinum Tower

AT A GLANCE

Houston, Texas

Founded in 1954

Commercial real estate firm offering a spectrum of services including property and facility management, leasing, marketing, development, investment sale, construction management and engineering

Strategic presence in 30 markets serving over 20,000 tenants every day

Lease and manage over 190 million square feet

Total portfolio value of over $35 billion

Partner since 2007

Promenade at Coconut Creek

AT A GLANCE

Coconut Creek, Florida

Developed in 2008 and acquired by Hill Partners, Inc. in 2016 when it became a LEED pre-certified development

23-acre open-air shopping center with over 45 brand name stores, local boutiques and restaurants

250,000 total SF encompassing retail, restaurant and class-A office space

Serves 742,000 people within a 5-mile radius

Partner since 2016

New Market Properties

AT A GLANCE

Atlanta, Georgia

Owns and operates 36 grocery-anchored shopping centers across seven states in the Southeast

Wholly-owned indirect subsidiary of Preferred Apartment Communities, Inc. (NYSE: APTS)

Target centers that have market dominant grocery anchors that maintain a #1 or #2 market share in that particular market

Partner since 2016

Milagros Jewelry

AT A GLANCE

Chicago, Illinois

Non-profit company that works on behalf of Casa Hogar, a home for 120 abused, abandoned and indigent girls, ages 3-21 years, in Jalapa, Guatemala

Gracia Entrepreneur Training Program (G.E.T.) provides opportunities and resources needed to actualize economic empowerment, self-confidence, business skills, relationship and communication expertise to create a permanent shift in the way the girls of Casa Hogar think about each other and their future

Milagros is the product arm of G.E.T. where the girls earn income through one-of-a-kind jewelry sales made of 99.9% pure silver and precious stones handcrafted and sold by the girls themselves

Partner since 2017

Hill Partners

AT A GLANCE

Coconut Creek, Florida

Developed in 2008 and acquired by Hill Partners, Inc. in 2016 when it became a LEED pre-certified development

23-acre open-air shopping center with over 45 brand name stores, local boutiques and restaurants

250,000 total SF encompassing retail, restaurant and class-A office space

Serves 742,000 people within a 5-mile radius

Partner since 2016

Harbour Island

AT A GLANCE

Tampa, Florida

21-story contemporary luxury high-rise multifamily building managed by Gables Residential

Studio, 1 and 2 bedroom apartment homes and townhomes featuring granite countertops, stainless appliances, keyless entry and more

Best-in-class amenities top-notch security, outdoor amenity deck with bocci court and infinity edge pool, fitness center, spa and treatment rooms, and more

Partner since 2014

Geyer Morris

AT A GLANCE

Atlanta, Georgia

Privately-held commercial real estate development firm

Developed over 10 million square feet of commercial real estate across 8 states

Currently have over 2.5 million square feet in development pipeline

Partner since 2016

Genesis Industrial Group

AT A GLANCE

Manhattan, New York

Privately held energy and infrastructure company with offices in New York, Houston, Texas and Portland, Maine

Family energy business comprised of wealth development knowledge and experience in the energy sector with an investment committee that affords the ability to move quickly

Operated, invested and advised on the acquisition of over $1.5B worth of energy, infrastructure and wastewater assets

Partner since 2017

Gables Cherry Creek

AT A GLANCE

Tampa, Florida

21-story contemporary luxury high-rise multifamily building managed by Gables Residential

Studio, 1 and 2 bedroom apartment homes and townhomes featuring granite countertops, stainless appliances, keyless entry and more

Best-in-class amenities top-notch security, outdoor amenity deck with bocci court and infinity edge pool, fitness center, spa and treatment rooms, and more

Partner since 2014

Coastal Culture

AT A GLANCE

Miramar Beach, Florida

Owned by Howard Group

$500 million lifestyle Town Center

650,000 square feet of existing specialty retail and signature restaurants, 170,000 square feet of existing Class-A office space, 625 existing and planned full and select service hotel rooms and suites, 500 planned luxury residential units

Flagship Tenants: Publix, Anthropologie, Pottery Barn, Kinnucan’s, Emeril’s Coastal Italian, New Vision Boulevard 10 Theatre

Partner since 2000

Avison Young Client Grid

AT A GLANCE

Toronto, Canada

Founded in 1978

Fastest-growing commercial real estate services firm in the world comprised of 2,200 real estate professionals in 77 offices

Provide value-added, client-centric investment sales, leasing, advisory, management, financing and mortgage placement services to owners and occupiers of office, retail, industrial and multi-family properties

Partner since 2016

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