Apartment Blog

You know that iconic phrase “Houston, we have a problem” from the Apollo 13 movie? Here at For Rent Media Solutions, we prefer to think we have the solutions. We have the resources and the answers to your apartment searching needs.  Not only do we provide you with a moving center and a getting settled center on our Relocation Page, we also provide you with decorating and entertaining tips and apartment living ideas on our Apartment Blog.

So if you’re looking for apartments in and around the Houston area, we are your one stop shop! Check out our newest apartment community videos for Houston apartments:

Hartford Park Apartments

Canfield Lakes Apartments

Briar Park Apartments

Lantern Village Apartments

Steepleway Downs Apartments

Huntington at Stonefield Apartments

The Steeples Apartments

Meadow Ridge Apartments

and Bristol Apartments

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.

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.

The very color of St. Patrick’s Day happens to coincide with the same color as reduce, reuse and recycle…. GREEN! So it’s only fitting that this St. Patrick’s Day you follow the second tip from our ‘10 New Years Resolutions for Renters’ blog by ‘going green’.

Did you know that 45 tons of used discs end up in the landfill every month where they will never degrade? There is a great organization called Discs for Dogs, a SPCA program, that uses your unwanted discs to help save animals. It’s a win-win!

This is an AMAZING way to go green this St. Patrick’s Day and help out a great cause.  You can mail in your disks for free and the SPCA will sell them for $1 each and all proceeds will go to help provide better living for sheltered animals.So why don’t you go through your unwanted disks (CDS and DVDS) and mail them in. You have a chance to really help out a lot of animals! An added bonus is you’ll be following our third tip from our ‘10 New Years Resolutions for Renters’ blog by getting organized!

Going along with our ‘Homemade Valentine’s Day Cards’ blog, we thought we’d give you some ideas to make your Valentine’s Day gifts this year.  Even if this isn’t your main gift, doing something creative and from the heart means everything to your loved one!

Here are a few craft ideas from About.com:

Conversation Heart Frame

Materials needed:

• Cardboard
• Paint
• Glue
• Candy Conversation Hearts
• photo
• Tape

Instructions:
Cut a rectangle shape out of the cardboard. The size you make the rectangle will depend on the size of the photo you are using. Cut a hole in the center of the rectangle where you will display the photo. Paint it red (or whatever color you desire). Set aside to dry.

Once the paint is dry, glue the candy conversation hearts all over the frame. Set it aside to dry again.

Once the glue is dry, tape the picture in the opening you cut in the center of the heart frame. Cut a small triangle out of the cardboard and attach behind the picture to make a stand, or you can even add a strip of magnet to the back!

Valentine’s Heart Jar

Materials Needed:

• Mason Jar
• Spray Paint
• Acrylic Paint
• Old Paint Brush
• Ribbon or Raffia
• Stencil Cut-Out of a Heart

Instructions:
Wash jar clean with vinegar, let it dry. Place newspaper under project to prevent making spills with paint.

Make a heart-shaped ’stencil’ and tape it onto the front of the jar. Spray jar with the spray paint and let dry. Spray a second coat and let dry. Once dry, take another type of paint and old toothbrush, and splatter paint around your heart design. Let dry.

Pull stencil off gently, tie ribbon or raffia around the top of the jar and secure with bow. Place a candle in the jar or fill it with candy, and it makes a real cute gift!!!

Another way to do this is have multiple stencil hearts for each color paints. Place that stencil around the jar and gently blot it with the old toothbrush and paint. Let dry and repeat process with another color paint-overlapping when possible.

Valentine’s Day Dinner:

And of course there is always that saying ‘the way to a man’s heart is through his stomach,’ so why not find a yummy recipe to cook for dinner that night! It would be especially nice if you set the mood with music and candles. And made place setting cards out of construction paper! Finish it off with a delicious dessert too.

Change it up:

Does your significant other have a favorite cartoon? You can take whatever cartoon he/she likes and take out the verbiage from the cartoon (by putting white out over the words), then insert your words or a conversation that means something to the both of you (i.e your first kiss or the first time you said ‘I love you’).  Copy the cartoon on a copier machine (so the words you inserted look like it’s in the actual cartoon-instead of just being written over white out). Feel free to color it and/or matte it or frame it for your loved one!

Or, how about you take a poem from his/her favorite author? Or a childhood author? I’m actually doing this for my boyfriend’s Valentine’s Day gift, taking a poem from Dr. Seuss and changing the words (keeping the tempo the same) to make it applicable to him. It’s something very memorable and can showcase all the time and effort you put into it. To make it more decorative, you can use construction paper to add a punch of color or give it the ‘lovey-dovey’ feeling. I also plan on framing it for him as a one of a kind piece of art!