Researchers find lack of tenant-management social media engagement

Though many rental property management firms spend a considerable amount of time updating and improving their social media sites, new research shows interaction between apartment companies and tenants isn't high.

Findings from J. Turner Research indicate less than half of apartment renters leasing from management companies are engaging with the firms on their social media pages. Additionally, on a scale of zero to 10, with 10 being the most important, renters surveyed by the research firm stated interacting with their apartment management company ranks an average 4.53.

Despite these findings, an apartment marketing expert told Multi-Housing News firms will likely continue to dabble in social media marketing and integration.

"It's a word-of-mouth marketing channel," Mark Juleen, VP of marketing at J.C. Hart and managing partner at The Resident Connection, told MHN. "You have a story to tell, you want to share it – here's a network to share it on."

To successfully utilize social media marketing, Alexis Ames, national director of marketing with Alliance Residential, told the source apartment firms should set goals and expectations for social media use. She added rental property firms who want to increase leads may want to turn to other marketing methods, as social media sites are best used to bring communities together, not secure new tenants.