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.

Texas is the second largest U.S. state in both area and population.  Houston is the largest city in Texas and the fourth-largest in the United States, while Dallas-Fort Worth and Houston are the 7th and 9th largest United States metropolitan areas. With Texas’s large population, and abundance of natural resources, the state has a large and diverse economy. Oil is a big industry within the state, as is agriculture and mining. Understandably so considering Texas has the most farms and the highest acreage in the United States, according to Wikipedia.com.  And interestingly enough, according to the Energy Information Administration, Texans consume the most energy in the nation per capita and as a whole!

But like we’ve mentioned in our “Dallas-Shopaholics Delight” blog, Texas has a strong commercial sector consisting of retail, wholesale, banking, insurance and construction industries. With all of these marvelous reasons, who wouldn’t want to move to or live in Texas? And we’ve got just the thing to help you!

Here are some wonderful apartment communities spotlighted this week for you to look at. Take a look at the amenities they offer showcased in the video!

Chesterfield Apartments in Houston, TX
The Aberdeen Apartments in Houston, TX
Eagle Manor Apartments in Denton, TX
Treymore at Eastfield Apartments in Dallas, TX
The Woods Apartments in Dallas, TX
The Vintage at Legacy Apartments in Frisco, TX
Timmaron Ridge Apartments in Dallas, TX
The Park at Wintergreen Apartments in Desoto, TX
5225 Maple Apartments in Dallas, TX
Amesbury Parc Apartments in Dallas, TX
Montfort Crossing Apartments in Dallas, TX
Windridge Apartments in Grand Prairie, TX
Renaissance Parc Apartments in Dallas, TX
Spring Lake Apartments in Haltom City, TX
Astoria Apartments in Dallas, TX
Towne Centre Village Apartments in Mesquite, TX
Marina Del Rey Apartments in Grapevine, TX
Hulen Oaks Apartments in Fort Worth, TX

        
Information gathered from Wikipedia.com

On Wednesday, August 19^th, For Rent Media Solutions launched a Twitter sweepstakes for multifamily industry professionals. Multifamily professionals had an opportunity to win an iPod Touch® if they logged on to Twitter and sent @AptsForRent a tweet. To be eligible for the sweepstake, multifamily professionals had to enter a tweet that included the ‘Yeah We’ve Got That’ hashtag. This hashtag symbolizes our solutions network to help clients reach renters any time, any place, driving more LEADS for them.

On Monday, August 24^th, we announced Jessica Whitney as the randomly selected winner for the iPod Touch. Whitney works with Resort at Forbes Creek apartment community.  This community has had their Twitter account for a little over a month and loves using the microbloging site for ‘real time’ updates to inform residents of specials, events, etc. In addition to Twitter, we also learned that this community has a robust Facebook page set up displaying updates regarding events in the apartment community.

As a result of this campaign, For Rent Media Solutions saw an increase of followers to our Twitter profile and numerous retweets with our brand message all in less than three days! We also generated a couple thousand page views to our Apartment Blog and had many interactions with multifamily industry professionals.

We want to congratulate Jessica Whitney for winning the iPod touch. We would also like to thank all multifamily professionals who participated. We’re looking forward to running another sweepstakes soon!

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.

There are a lot of different versions out there of how the Seven Deadly Sins apply to social media but here are some that For Rent Media Solutions has put together to assure that you are making the most of your social media marketing campaign.

1.      Don’t Bite Off More Than You Can Chew

We have all been there before and understand this one. When most companies enter the social media landscape they want to have a presence everywhere. In order to be effective both with time and resources, you need to have goals and a solid strategy to support them. It is not necessary to have an account on all of the social networking sites. Choose one or two platforms that best match your goals and target audience and get to know how they work. 

2.      Don’t Get Greedy

One of the main reasons businesses enter the realm of social media is to build relationships with consumers and increase their brand awareness; however this does not mean you need to solely promote it while you are on these sites. Follow the 80/20 rule. 80% of the content you are submitting, sharing, tagging and commenting on should not be yours. Don’t consistently link your content. Offer help to others that genuinely and directly benefits them, not you. Provide value to the conversation and become a trusted member of the community. Move people to engage your brand and be collaborative. You can only build a community by contributing and that contribution needs to provide value for the consumers. Only then will they begin to trust your brand.

3.      Don’t Lose Sight Over Quality vs. Quantity

Social media is about quality not quantity and it should not be looked at like a popularity contest. Having the highest number of followers and fans is not what it is all about. Take the time to build a targeted list even if it is smaller and takes longer. It is important to have followers that take action versus having thousands of followers/fans that will never convert. Social media is about building relationships, so you will also want to make sure that you can manage the relationships that you have.

4.      Don’t Try to Control It
Your relationships are your brand. Anyone can blog, tweet or Facebook message about a good or bad experience they had with your product and it can be seen by millions of people. Embrace the transparency of social media because people are talking about your communities whether you like it or not. We can all learn a lesson from the recent experience of a property management company that is suing a former resident for $50,000 over a tweet complaining about mold. Read more here: What the Horizon Realty Fail Can Teach You About Social Media. Within a few hours, Horizon    Realty became a “trending topic” on Twitter, which means that Horizon was one of the most talked about topics on Twitter. Although trending topics on Twitter tend to be short-lived, the reach and distribution of social media goes further than Twitter.

 If you try to control the message too much, you will lose control. Rather than be fearful of messages made about your brand, engage. Use it as an opportunity to display your customer service and you will win customers for life.

5.      Don’t Be Fake
As we’ve mentioned before, social media is very transparent.  Consumers will know if you’ve entered a space with the intention of only promoting your business and not engaging in conversation with them. This is a big mistake businesses are making. Your company needs to be honest and personable in the online space in order to build relationships, loyalty and trust. It’s ok to make a mistake, admit when you are wrong and move on. People want to do business with people NOT with companies so talk to them versus talking at them.

6.      Don’t Be Lazy
Not only do you need to be honest, but you need to be THERE! Don’t get in the mindset of “Set It and Forget It.” Your brand needs to be involved more than just once a week and response time  is critical. You have to write interesting content, you have to stay current, and you have to be willing to show up and put forth the effort. This is a relationship that needs continuous nurturing.  Setting up profiles on social media Web sites is easy. However, growing those profiles and keeping those profiles alive require time, dedication and resources.

7.      Don’t Be In Violation Of Fair Housing
Fair Housing laws are still applicable with social media. Generally, any postings online should be considered the same as email or text messages. This information is discoverable and can lead to liability. Posting photos of residents and employees? Get a model release and consider fair housing implications! Posting endorsements, testimonials and raves from your residents?  Get endorsement permission! Allowing unmonitored and uncontrolled posts?  Know how to respond to “bad press” about your community. Monitoring and controlling the posts?  Your liability increases - libel and fair housing issues.

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