Utilizing Facebook to Promote Your Brand, Educate Residents, and Promote Your Property

In the past few years The Dolben Company Inc. has utilized Facebook as another way to stay connected with our residents and future prospects. Facebook is one of the best Social Networking sites for website promotion as well. Did you know that as of January 2014, 74% of online adults use social networking sites? We can all consider ourselves small businesses. Small businesses need to actively use Facebook as a tool reach new customers. The National Small Business Association, or NSBA, recently conducted its annual survey of small business owners around the country. 45% of small business owners reported an increase in revenue over the previous 12 months just by advertising on their Facebook account.

Branding

Your Facebook page should be a focal point for your community’s brand. This is the place where you develop your image to your customers and prospects. Here are some helpful suggestions to boost your Facebook brand.

• Regularly posting helpful links, suggestions and notifications.
•  Choosing a profile image that portrays your company's branding, and is easily recognizable
• Posting photos that represent your business's "personality” (include photos of yourself or your employees)
•  Encouraging sharing and interaction among your Facebook followers
•  Quickly responding to feedback in a professional way

 Educating your Residents

As managers, we are always looking for a way to manage our time more efficiently. As a time saver, I always encourage new and current residents to “like” Townhouse Apartments on Facebook. Posting on Facebook sometimes reaches residents faster than either e-mailing them or leaving a notice at their front door. I make certain to post any mass-emails or resident memos on Facebook. As an example, during the February snow storms I would regularly post on our Facebook account notifying residents when our snow contractor would be arriving at the property. By doing this, we are educating them and reassuring the resident that they can be sure that all important notifications are broadcasted on Facebook.

It is also important to remember that not all residents are on social networking sites or even the internet in general. Traditional notifications, like hard-copy memos and mailings should also be used to ensure important messages reach every resident.

Promoting to prospects

Promoting your community goes along with branding. Your Facebook page might be the first site they visit when searching for your community. If the page becomes neglected, this might deter a future prospect from even considering you.

• Build the network you have (We have all been encouraged to become Facebook friends with other communities. How about vendors?)
• Share your Facebook page with friends and family
• Promote your Facebook Page on all of your print marketing

Do you think these suggestions will help boost visits to your Facebook page? Are any of you using Facebook in other creative ways?

-Giovanni Cuscina – Red Team