When I think of the term ‘social media influencer’, I typically think of influencers on Instagram that promote fashion or various home, wellness and food products. I have a few friends that are active on the LIKEtoKNOW.it app and link to it from their Instagram accounts. I don’t usually think of influencers as being active in the apartment industry, but it turns out, there is a space for it.
I currently work in the apartment industry and do marketing for several apartment communities in Cleveland, OH. We don’t use influencers for our properties (at least, we don’t pay for influencer marketing), but one of our competitors in the area had a brand ambassador a few years ago. The brand ambassador was a resident at their community, and they had a strong social media following. They posted about amenities and other features or events at the property, and the property shared that content on their own social media channels.
After doing some research on influencer marketing in the apartment industry, I found a blog post from Multifamily Insiders, an established source in the industry. Influencer marketing seems to be catching on in the apartment industry, and it’s a great way to get ahead of the competition.
According to Multifamily Insiders, some examples of influencer marketing in the apartment industry include:
- Influencers posting about food or other popular spots in your area
- Influencers attending an event you’re hosting at your property and posting about it on their channels
- Influencers directly promoting your brand or property on their channel
In the past, we’ve had a few residents with large social media followings tag our properties in their posts without being asked by us to do so. We took advantage of the exposure by sharing their posts and tagging them. Below is an example of one resident with around 30k followers who shared a photo of herself working out in the fitness center at one of our properties:
This kind of influencing is the best because we didn’t have to pay her or even approach her about including the location in her post. She just did it on her own, and in turn, we got free exposure.
Another example I’ve seen is mutual influencing among local businesses. A property in Cleveland called Flats East Bank Apartments regularly shares posts about restaurants within walking distance, and in return, those restaurants share content about the apartment community:
There are a lot of opportunities for apartment communities to tap into the world of influencer marketing. The best kind of opportunities are the mutual relationships with local restaurants and attractions or with residents who genuinely enjoy living at the community. Potential renters don’t want to hear about how great your community is from you. They want to hear from other renters. If a resident genuinely loves living at your community and wants to share that experience, it’s a win-win situation!
- Instagram account: @ eatlovewithlove
- Instagram account: @ thirstydogeastbank