Strategies For Multi-Family Marketers to Message to Residents During COVID-19

As a multi-family marketer, you may find yourself struggling to find the best ways to communicate with your residents amid COVID-19. This is a challenging time for many, so effective communication is essential. The biggest mistake your property management company could be making during this time is not communicating with your residents. This is an uncertain time, so if you don't have all of the answers right away, that's okay. Throughout this blog, we'll take you through different messaging tactics that you can use to communicate with your potential and current residents.

1. Post on social media channels daily

While posting on social media every day may not sound easy, it works! Recent research found that people are spending 20 percent more time in apps during COVID-19, and if you're looking to connect with audiences, social is where you should be focusing. Social media is one of the easiest ways to stay in touch with your residents throughout this challenging time, especially with so many of us required to shelter in place. As a property management company, you may be asking yourself what kind of social media content you should be sharing.

Consider posting content about:

Updated leasing office hours
Closures of any amenities
Measures you're taking to keep the property adequately sanitized
Updates and expectations for maintenance requests
Outreach that you're doing in the community help those struggling
Waiving late fees on rent if possible
Ideas for staying busy while quarantined

If you post a mixture of all of the content mentioned above, your property management company will be seen as both proactive and empathetic, which is vital to many residents. After you begin posting on social media frequently, your residents will start considering it an effective way to get updates from your property.

2. Send emails weekly

Another great way to stay in touch with your residents is through email. Providing weekly email updates is critical. These emails should be helpful and informative, providing residents with any updates that are occurring at your property, along with tips on how to navigate everyday life during this pandemic. For instance, if your property has an office space, are you staying in touch with your tenants? Provide them with weekly updates that give information around when a potential re-opening could occur, how you are keeping the office space clean, and tips on social distancing. On the other hand, if your company is an apartment complex, you should provide your residents with weekly email updates as well. The updates could again give tips on how to social distance while at the complex, along with other timely things your property is doing to keep everyone safe during this time. While the emails should be informative, there is also room to make them fun. Everyone is stuck at home right now, so why not bring a little excitement into their lives? For instance, you could do a weekly raffle giveaway for a grocery store or food delivery gift card to a different resident. Building a community is necessary during times of crisis, and emails can help do this.

3. Text and direct message as needed

Finally, your property management company should consider texting or using direct messages, as needed. This tactic isn't something that should be used daily, but can catch your residents’ attention. As mentioned above, we're all increasing the amount of time spent on both social media and our phones, especially while quarantining. Texts and direct messages allow your multi-family business to get in front of your residents quickly, but should not be overused. It's crucial to only text and direct message your residents when you have critical information to share. You don't want to come across as spam. If you have a significant change or update that is happening at your property, this may call for a text or direct message. For instance, if your property’s leasing office is going to close for a while or start to slowly re-open, it may be a good idea to send out a message with this information. As we mentioned before, though, it's important not to overuse this communication method. If you begin to text or direct message to your resident too frequently, they may become unenthused or question the purpose of your messages. As a property management company, if you have any questions about how to create useful messaging during this challenging time, SOCi can help! At SOCi, we are here to help you navigate through COVID-19. These are unknown times for all of us, and we are here to make sure your property maneuvers through this situation in the best way possible. For more information on how SOCi can help your property, email us at [email protected].