Apartment Blog

When you got ready to leave home today, you knew there was the possibility that someone could wrongly come into your home to steal things, so you probably locked your door, and perhaps set an alarm.  Then, when you got behind the wheel of your car, you knew there could be an accident, so you buckled your seat belt.  No one is telling you not to leave home or not to drive, but both of these activities pose risks.  Everyday we take risks, and the better informed we can be about risks, the smarter and safer we are. 

The same is true for advertisers as they embrace social media to promote their apartment communities.  Social media is a great innovation, but it does have its risks, and the better informed advertisers can be about those risks, the smarter and safer they are.

Remember that a website is a form of advertising.  As a practical matter it is no different than any form of traditional advertising, and the same rules apply.  The things you say must be true, because if they are not, it is libel; you have to be aware of consumer laws (watch out for sweepstakes that are really illegal lotteries); and, you have to honor the trademarks and copyrights of others.

And of course, don’t forget about fair housing considerations.  The point of a website is to advertise the community; what is posted on a website (and that means both words and pictures) must therefore be fair housing compliant.   Quite simply, that means that a “reasonable person” looking at the website cannot see anything that would suggest “any preference, limitation or discrimination because of race, color, religion, sex, disability, familial status or national origin.”  Therefore, the words that are used, the directions that are given, the symbols that are depicted, and the photos and pictures that are shown cannot indicate that type of preference, limitation or discrimination. 

The bottom line is that if there are fair housing issues with a basic website, the apartment community will be liable, since this is essentially an “ad,” and the community (its owner or PMC) is the “publisher.”

But what about a website where others are able to post information or are invited to blog?  Who is liable for what others post?  The answer is “it depends.”  It depends upon how much control the owner of the website (the “Publisher”) is exerting over the external posting by others.  It’s all about control.  The more the message is controlled, the more likely the accountability. 

Now, what about Facebook®, Twitter™, YouTube™ or a blog?  Are these a form of advertising?  The answer to that question is “it depends.” It depends on what a judge or jury might say about this.  The folks in the apartment industry who are using a fan page on Facebook or who are sending “Tweets” would ultimately have to admit that the ultimate goal is effective marketing of a community or PMC, and that sounds like advertising.

Social media can be a brilliant form of marketing, but people need to make informed business decisions.  They need to know what questions they should be asking before they take the leap into social media, questions like:

1. Who at the community/with the PMC will be its “voice”?
2. Where will this “voice” be heard?  On your own website or blog?  Or will this “voice” speak through posts at the websites and blogs of others?
3. If you will have your own website/blog, how much time will be committed to monitoring and promptly responding?
4. If you will have your own website/blog, how much control do you plan to exert regarding what is posted by others?
5. What will you do if someone says something bad about you or the community?
6. What will you do if someone says something bad about their neighbors or prospects–a lie, a slur, even an over-the-top compliment?
7. When is your employee your employee?  Are you responsible for their on-line actions?
8. When is your employee “on their own time”?  Are you responsible for their on-line actions?
9. Are you going to provide training for your employees on the proper use of social media as it relates to your website/blog?
10. Are you going to provide training for your employees on the proper use of social media as it relates to the websites and blogs of others?

Lock your house?  A good idea.  Seatbelts–ditto.  And take advantage of the wonders of social media and advertising, but do that with an understanding of the risks and a plan to address them.

REQUIRED LANGUAGE FOR ALL REPRINTING OF THIS ARTICLE: “Social Media- Don’t Take Risks” is written by Nadeen Green, Senior Counsel with For Rent Media Solutions. The information contained in this article is not to be considered legal advice, and the authors and their companies strongly suggest that you consult with your own counsel as to any fair housing questions or problems you may have.

With online advertising, you can increase your community’s visibility and drive more traffic to your property.  By following these simple techniques, you’ll expand your branding opportunities while keeping your community in front of potential residents.

Update Your Listings.  Did you know that Internet users make a judgment about your site in 1/20^th of a second?¹  Be sure to make the most of your online presence by keeping it current!  Up-to-date ads will draw people to your listings quicker, making it more likely that prospects will contact the leasing office.

Our research shows potential renters search for properties three ways²:

• 60% by maximum price
• 53% by total number of bedrooms
• 35% by amenities

Specials and Coupons.  Free rent for a month?  No deposit? If your community is running a promotion, let your potential renters know! In these economically challenging times, renters are looking for deals. Running a monthly special and publicizing it online will separate you from your competition.  Post your promotions anywhere you can, using headlines, bullet points or coupons.  Be sure to update these frequently and always include an expiration date.

Showcase Your Property and Units.  Research shows that apartment shoppers are a visual audience. When searching for apartments, they want to see pictures! Interior shots allow apartment seekers to imagine where they’ll be living.  Large, high quality images will grab their attention.   Here’s what they’re saying:  “I like when properties include photos of the interior of the units.  The amenities are great, but I will be spending most of my time inside my apartment and would like to see what the interior looks like…. ²”

Give a Real Life Perspective.  Want to take it one step further? Include online video! According to the most recent comScore report, a record 81 percent of U.S. Internet users watched online video in July 2009 alone. Online video is growing as a cost-effective, dynamic form of media for multi-housing professionals to reach potential renters. It allows the prospect to visit a community before they physically travel there.  Our research shows an average 24% increase in LEADS™ when properties use Community Theater® video from For Rent Media Solutions to showcase their community. ²

So remember, make the most of your online advertising!  To maximize the reach of your online ad, contact your local For Rent Media Solutions’ account executive or call Customer Service at 1-888-539-1150.

¹G. Lindgaard, “Attention Web Designers: You have 50 milliseconds to make a good first impression.” ²Based on internal sources.

By Erica Campbell & Gillian Luce

Social media is proving that free speech has extended its reach to new media platforms where conversations are being held between private individuals. Social media is all about people sharing opinions, insights, experiences and perspectives with each other through online media channels. So you would think that one should not be sued in court for simply sharing a thought online, right? Last week’s big Twitter story revolved around a pending libel suit brought by Horizon Realty Group, a Chicago real estate management company, against one of its former tenants, Amanda Bonnen, in Cook County Circuit Court. This case has received extensive publicity and touches on issues such as consumer protection, limits of libel, free speech, and strategic lawsuits against public participation.

Amanda Bonnen complained via Twitter to about 20 followers that her landlord was apparently allowing her to live in mold-infested filth: “Who said sleeping in a moldy apartment was bad for you? Horizon realty thinks its okay.” The response from Horizon was a lawsuit! A short complaint filed in Cook County court last week accused Bonnen of libeling Horizon in 140 characters or less, and sought $50,000 in damages. According to the Chicago Sun-Times, Horizon’s spokesperson responded to the situation with a quote, “We’re a sue first, ask questions later kind of an organization.”
Let’s take a look at some of the lessons we can learn from this:

• Consumers are the new media and they know it
• Embrace consumer criticism as opposed to overreacting
• Ask questions first, then maybe don’t sue at all
• Consult with your PR team or agency before the spokesman offers a statement
• Play nice in the sand box
• Use social media as a customer service tool and listen for product insights and feedback
• Build resident retention through sites such as Facebook and Twitter

As we’ve stated before in a recent blog post, Attention Property Managers: Customer Service is Still #1, companies should not fear the social media landscape. We understand that apartment communities are concerned about negative community reviews which could potentially give you a negative image or possibly deter prospective residents away. However, as advertisers we need to understand that consumers are talking about our brands on these social media platforms weather we like it or not. Did you know that according to a JC Williams Group study, 91% say consumer reviews are the #1 aid to buying decisions and Marketing Sherpa states that 87% trust a friend’s recommendation over critic’s review. Customer service is undoubtedly one of the most exciting, measurable and effective uses of social media.

Being involved on social media platforms will give you the capability to build relationships with consumers and will also give you a chance to talk to consumers about your brand. When negative comments are made about your community, instead of ignoring them or overacting, think about how you should to respond to them. Reach out to the individual and seek out more information about their complaint. Think of ways to resolve the issue and make them happy. There is no better way to get a consumer singing your praises then providing them with a positive customer service experience.

It was best stated by Jeff Bezos, CEO of Amazon.com, “If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” Don’t miss an opportunity to speak to 6,000+ people by not responding or responding improperly.

Mobile marketing is on the leading edge of making life easier for apartment renters on the go. Now, more than ever, marketers understand the need to integrate mobile into their multi-channel branding, customer acquisition and customer retention plans. Mobile marketing is most effective when your listings have a presence on mobile Web sites, mobile applications (i.e. iPhone® and GPhone applications), and through text messaging. Don’t limit your marketing potential! An effective mobile marketing strategy should start with a strong mobile Web site. Renters can view your listings any time, any place from the ForRent.com mobile site. In addition to receiving more than 845,000 pageviews in the last 90 days, the ForRent.com mobile site has also received more than 865,000 clicks. Be sure to reach renters through online video as well. More than 80.7% of mobile users coming to the ForRent.com mobile Web site can view video.

iPhone apps are popular; our app has been downloaded more than 40,000 times. One out of six ForRent.com mobile consumers utilize ForRent.com applications. However, the iPhone only captures 25% of the mobile phone market share. ¹   In addition, 16% of ForRent.com mobile users are using our apps and 83.7% are using our mobile Web site. Usage of mobile Web sites greatly outpaces usage of HTML sites on smartphones¹. The most popular apps are used for entertainment purposes, such as games. Apple® does not provide detailed metrics for application use. Find out the iTunes App Store Categories and the Top-Sellers here.

Over the past 90 days, more than 35,000 text messages have been sent to property managers regarding ForRent.com properties. For Rent Media Solutions^TM offers the ultimate Mobile Marketing Solution for your advertising needs by providing multiple ways for apartment seekers on the go to search for an apartment.

Find out which mobile devices and manufacturers apartment renters are using to find your listings on ForRent.com’s mobile Web site here.

ForRent.com mobile users view your listings on the mobile site through these cell phone manufacturers:

• Apple 48.3%
• RIM ( BlackBerry®) 20.5%
• T-Mobile® 8.6%
• Samsung 5.3%
• Palm 4.9
• LG 3.6
• Other 8.5%

* Apple mobile device usage increased 27.9% from June to July.

* RIM mobile device usage increased 81.7% from June to July.

* T-Mobile mobile device usage increased 80.25% from June to July. 

The following are the top mobile devices by the top three manufacturers ForRent.com mobile consumers are using to view your listings:

Apple

• Apple iPhone 38.9%
• Apple iPod® Touch 9.4%

RIM

• BlackBerry 8330 7.8%
• BlackBerry 8320 3.6%
• BlackBerry Storm 2.7%
• BlackBerry Pearl 1.2%

T-Mobile

• T-Mobile G1^TM 8.1%
• T-Mobile Dash 0.5%

The ForRent.com mobile site adjusts to the dimensions of our users’ screens, reformatting for easy viewing and use. Most consumers are viewing your listings on the following screen sizes:

• 320 x 480: 48.7% of mobile views
• 320 x 240: 17.4% of mobile views
• 480 x 320: 8.7% of mobile views
• 320 x 320: 4.3% of mobile views
• 240 x 260: 3.2% of mobile views
• Other: 17.6% of mobile views

ForRent.com mobile users view your listings through these cell phone operating systems:

• MacOS X: 48.3% 
• RIM: 20.7% 
• Unknown:16.5%
• Linux: 8.5%
• Windows: 5.9%
• Symbian: 0.1% 

Since July 2008 For Rent Media Solutions has created and sent out monthly newsletters to our clients and prospects. Our intention with doing these newsletters is to announce information about the multifamily industry and our products/services, connect with current, past and future clients and of course, generate leads.  We have seen great success with our efforts thus far and we are continuously raising the bar to do better. But we have one question for you…..is your company doing an e-newsletter?

Everyone knows the economy is tough and everyone, including your competitors, is thinking of innovative ways to reach new customers while maintaining relationships with existing customers.  An e-newsletter is a smart marketing move, and here’s why:

1. E-Newsletters are Good Sources of Information. Can you think of a better one on one way to market your company, products and services to a target rich audience? The benefit with e-newsletters is that you already have a distribution list composed of interested participants wanting to hear more about the industry and what you have to offer them.
2.  Helps You Connect Easier. With the constant workload on everyone’s plate, connecting with prospects or even clients on a regular basis is difficult. E-newsletters help you keep in touch with those prospects and clients on a scheduled time frame. They’ll be expecting your email with more industry news as well as details about a new product or service you are providing for them. It even helps create an incentive for them to contact you when they need to. An example would be if one of our clients read that ForRent.com has a new and improved IPhone Application and wants to know if their apartment property is listed. Inquiring more information about the post allows us to follow up and instill great customer service.
3. E-newsletters Help You Save. There isn’t a company I know that isn’t trying to cut back on expenses. E-newsletters help you save money in multiple ways. Using an electronic version that is emailed, you won’t need to hire a graphic designer for ads, you won’t need a printing company and you won’t pay shipping costs or buy vast amounts of paper. And because most e-newsletters are quick and easy to create, you can write your content, assemble the pieces together and send them out quicker. This allows your message to be sent out promptly and easily! This is especially beneficial should you be running a special promotion and you want to get word out.
4. Find Quantifiable Results. An E-Newsletter provides instant measurable results. As I mentioned earlier, because it’s being sent out to a list of interested participants it will also provide a higher response rate because it is being sent to a more receptive audience. That will also assist in the high delivery and open rate. You will benefit by having links inside the e-newsletter that are tracked so that you can see conversion rates from referring addresses.
5. Just Another Way to be on Their Minds. Your advertising plan probably includes print, online ads, billboards, front yard signs, etc. Your company is searching for ways to be in more places in front of your customer. Sending out e-newsletters is a reminder to current and prospective customers that you are there. You’ll keep coming back into the ‘lime light’ every month to provide them with great resources.

You may be hesitant to add yet another project on your shoulders, but remember sending e-newsletters is an effective and measurable marketing program. It will help in producing results for company during this challenging economy.

Who doesn’t love Dr. Seuss? He is one of my all time favorite authors. Not only for his rhyming words that just flow with ease, but for the lessons each book holds.  I read a posting on the Haystack Needle blog dated March 2nd, 2009 (Happy Belated Birthday Dr. Seuss) where the writer stated “I think Oh the Places You’ll Go should be the theme of this year, in light of all the flux with lost jobs in this economy. It’s a sweet book of hope.”

And I thought what an interesting thing to say? Have a book that is meant to be read to children be a theme of the year given the state of the economy? So I took to researching other Dr. Seuss anecdotes that could be taken for reflection of this year for companies.

The more that you read, the more things you will know. The more that you learn, the more places you’ll go. - Dr. Seuss

This is a motivating phrase to get everyone to learn more; to crave more knowledge. Learning will not only help your business in current situations but will also help prepare your business and employees for future changes.  If you are up to date on the ‘here and now’ then you will be one step ahead of your competitors. 

Think left and think right and think low and think high. Oh, the things you can think up if only you try!
- Dr. Seuss

If you have absorbed so much information from reading, reading and doing more reading, can you imagine all the ideas you will come up with for your corporation? Outside the box ideas will come freely as more information pops into your head. Answers to your customers’ problems will become clear when you try to find one. The possibilities are endless.

And when you’re in a Slump, you’re not in for much fun. Un-slumping yourself is not easily done. -Dr. Seuss

Just like Dr. Seuss mentioned in Oh the Places You’ll Go sometimes there are hang-ups and bang-ups and it’ll happen to you. Your company can generate ideas, think outside the box, struggle, work hard and it may still seem like you’re getting no where.  But no matter what, don’t go to the useless place. The waiting place, for people just waiting, that’s not for your organization! You must persevere. When you least expect it, things will happen. So keep your eye on the goal; continue learning, coming up with solutions, thinking creatively and it’ll work out so much better for your business than just waiting for something to happen. 

And will you succeed? Yes indeed, yes indeed! Ninety-eight and three-quarters percent guaranteed.-Dr. Suess

If only there was such a number at 98^3/4 % to base your success.  But even the doctor said so himself. You will succeed.  If you continue to work hard, stay out of the waiting place by engaging new, innovative ideas, your business will succeed. Only you can determine the measurement by which it achieves and there will be a victory!

And the final sentiments to end today’s post, is this:

Today is your day! Your mountain is waiting. So… get on your way.
– Dr. Seuss