Landlords and rental property management companies are often looking for a leg up on the competition, and one way many of these apartment industry members are doing so is through social media activity.

However, simply signing up for social media accounts isn't usually enough to improve business – meaning getting more signed lease agreement forms. On top of having a social media network to aid business, Mashable notes more intricate data collecting and deeper involvement could be the key to more conversions.

Messages posted from visitors to an apartment or property management firm's Facebook or Twitter page can help companies understand the perception consumers have of their business, the site notes.

Additionally, becoming more familiar with specific conversations on social media sites can provide insight into what people want or prefer in terms of apartments, such as changes to a building, Mashable states.

Some specific aspects of a rental management or apartment company's website could be discussed more favorably than others on Facebook and Twitter, the website adds. These preferences should be monitored closely and discussed internally just as much as negative comments, as both can better the business.