Apartment Blog

From August 26-28, the Caribe Royale Orlando All-Suites Hotel will open its doors to more than 450 multi-housing professionals for this year’s Florida Apartment Association (FAA) conference. The conference encourages attendees to “Catch the Next Wave” of industry innovations. On Friday, August 28, attendees will also have the opportunity to listen to some of the most experienced social media professionals in the industry during an hour long social media session that starts at 8 a.m. This is a great opportunity to extend your social media knowledge!  FAA’s social media panel will answer questions on social media and discuss strategies that may benefit your community, including successful tips on the basics of social media, with an emphasis on video marketing, Twitter and Facebook. Whether you are a supplier or management professional, everyone is sure to benefit from these best practices and general discussion.

Panelists include:

• Erica Campbell, Marketing Manager, For Rent Media Solutions™
• Melanie Stiles, National Training & Marketing Director, Milestone Management, L.P.
• Judy Bellack, VP Operations, Apartment Finder  
• The session moderator is Kellie Jackson, Milestone Management, L.P. 

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.

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% 

As strong advocates for social media, we understand the perceived negativity of giving full reign for consumers to air their thoughts about our clients. We can chalk it all down to one thing, FEAR! In a recent webinar I attended, David Meerman Scott stated that many companies use fear as a way out of social media.  That is such a shame because they are missing a really fantastic opportunity to engage those consumers, learn from them and really turn their perception around.For example, For Rent Media Solutions posts our clients’ Community Theater videos on various social networking sites.  Social media websites such as YouTube, MySpace, Yahoo, Dailymotion, AptsVideo.com is where you can find them. While this is a service we provide for free, packaged with our Community Theater videos, many apartment communities are hesitant about entering this space.  Their fear, there’s that word again, is that consumers will use this as a chance to rant about their community; therefore, giving them a bad image and deterring prospective renters away.  While that may be the case, sometimes, it also gives them an opportunity to spout praises about your community.

Through YouTube, I receive emails when a comment is posted on one of our videos. There have been countless times where consumers comment “I live at Jefferson at Dedham Station and love my apartment! Friendly staff as well!” or even have further inquires “How much please! I think I may be interested! Reply as soon as possible! Thank you!” Yes, I will admit that we do get the ‘it’s horrible’ or ‘lame’ comments. But the ones where property managers really have an opportunity to learn from and engage are where residents post their dissatisfaction with service.  

If someone submitted “The office staff sucks. For all the money you pay for rent, they don’t even allow your teenagers to use gym equipment, even if they are multi-sport student athletes in high school,” what would be the best way to respond? You take what they are stating and think about how you could possibly improve the service you promise. Maybe there is a way to have teenagers work-out in the gym with a waiver signed by their parents. Or maybe that means in your monthly newsletters you should include an article about why it is your community does not allow them to work-out unsupervised.  While you cannot please every renter, communication is really all they desire.

Here’s another scenario with a renter who submits this comment regarding your property “[Maintenance] Will enter apartment with no negotiation on scheduling and with less than 24 hours notice for routine maintenance,” what could you do that would be better customer service for these residents? That’s simple, give renters more notice about routine maintenance and give them an option if the designated time does not work out for them (especially if they have pets).

To summarize this article, social media is AWESOME! It is an excellent opportunity to engage perspective and current renters, listen to what they have to say & reevaluate your service to them especially via social networking sites. They are already talking about you, whether you know it or not; so its time to participate in the conversation. In the current economic circumstances, it is imperative to listen to the customer and increase customer service. And remember this “If we don’t take care of our customers, someone else will.”

FOR IMMEDIATE RELEASE                                                                         

Contact:                                                                                                                           
Meredith Mobley                                                                               
Marketing Communications Coordinator
meredith.mobley@forrent.com
Phone: 757-351-7366
Fax: 757-961-4827

ForRent.com’s “Ready2Move?” video contest awards $10,000 to Dallas apartment renter

NORFOLK, Va.-(July 1, 2009)-Justin Spence got the call of a lifetime on Friday from ForRent.com^®. He entered his video in the apartment listing service’s nationwide online video contest and after months of anticipation, found out he was the $10,000 grand prize winner.

Spence, who works for his family’s radiator manufacturing business, is also a part time videographer. Under the weather and in the process of moving, Friday’s call could not have come at a better time. When asked how he felt about winning the $10,000 grand prize, he yelled, “Holy Moly! I think I just got a better kick than any kind of medicine could give me!”

ForRent.com launched the “Ready2Move?” nationwide video contest on April 1. The contest asked apartment seekers to create a short video and tell ForRent.com why they were ready to move for a chance to win $10,000.

Spence did just that. He and his wife created and starred in the one-minute video “$1,200 a month and No Pool?” The video depicts a conversation between Spence and a buddy, who is living lavishly in a Dallas apartment community, while Spence is desperately searching the classified listings for an apartment. The friend recommends ForRent.com as an apartment searching resource. When speaking about the benefit of the site’s functionality he boasts, “…you’re not gonna find that from some dude’s Web site in San Francisco.”

“This year’s contest was even more popular than last year. With the number of submissions more than doubling, the judges had a challenging time selecting the winners,” said Terry Slattery, president of For Rent Media Solutions.

In addition to the grand prize winner, three finalists were selected to receive an iPod Touch^®:

• Neehar and Renee Gupta, Indianapolis, for “The Answer is Clear“

• Bart Baker, Winnetka, Ill., for “Ready 2 Move“

• Chandra Farnsworth, Olympia, Wash., for “See Brent“

ForRent.com even rewarded viewers just for voting. Patrick Freise, a rising senior at Binghamton University in Binghamton, New York, is $1,500 richer after being selected in a random drawing from 4,798 voters as the voting sweepstakes winner. With his earnings, Freise says he plans to buy his girlfriend a nice birthday gift.

Spence credits the popularity of his video to promoting it on social media Web sites like Facebook and Myspace, “I personally use Facebook and MySpace a lot. I’m a strong believer that social networking is the new media to advertise your products.”

ForRent.com worked with Vitrue, a social media company, to launch its second annual nationwide video contest. A panel of judges watched all 123 videos and selected the grand prize winner and the three finalists based on five criteria: creativity/originality, overall quality/appearance, relevance to the contest theme, promotion of the ForRent.com and or For Rent Magazine^® brand, as well as the total number of user generated Internet votes received. In total, more than 24,000 votes were received.

To see all videos submitted for the “Ready2Move?” video contest, visit http://contest.forrent.com/.

About For Rent Media Solutions^TM

Headquartered in Norfolk, Va., For Rent Media Solutions is a division of Dominion Enterprises. As the multi-family housing solution for apartment seekers, property/apartment managers and owners, For Rent Media Solutions provides superior products, outstanding customer service, and tangible results.  For Rent Media Solutions is a leading resource for choosing your next apartment for rent, townhouse, condo, duplex, efficiency, studio or loft and provides a free customizable apartment search from more than 50,000 apartment listings nationwide.  For Rent Media Solutions operates For Rent Magazine^®, as well as ForRent.com^TM-The Magazine, and publishes 98 magazines covering more than 190 markets nationwide, including After 55^TM Housing & Resource Guide, and Apartamentos Para Rentar^®. For Rent Media Solutions operates four additional Web sites: ForRent.com^®, SeniorOutlook.com^TM, CorporateHousing.com^®, and ParaRentar.com^TM.  For Rent Media Solutions is a company dedicated to the needs of the apartment industry, bringing prospective residents and apartment communities together.

About Dominion Enterprises

Dominion Enterprises is a leading marketing services company serving the automotive, enthusiast and commercial vehicle, real estate, apartment rental, and employment industries. The company’s businesses provide a comprehensive suite of technology-based marketing solutions including Internet advertising, lead generation, CRM, Web site design and hosting, and data management services. The company has more than 45 market-leading Web sites reaching more than 16.7 million unique visitors, and more than 450 magazines with a weekly circulation of 4.3 million. Headquartered in Norfolk, Va., the company has 5,400 employees in more than 200 offices nationwide. For more information, visit http://www.dominionenterprises.com/.

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