Webinar Recap: Brand Loyalty Dies as Search, Social, and Reputation Converge
What It Takes For Property Management Companies to Crush Localized Marketing

What It Takes For Property Management Companies to Crush Localized Marketing
The ongoing COVID-19 pandemic has created challenging market conditions for property management companies with increased costs due to regional restrictions on evictions and stringent health and safety requirements. Although property management companies are facing these challenges, there's been an increase in rental demand in 2021 as work from home remains popular and people see that they have the opportunity to relocate. In this constantly evolving environment, property management companies need to understand how to stand out on local search and local social. Multifamily leaders must learn to keep pace with this shifting landscape and take advantage of opportunities to rank well for the searches that matter, publish content that engages the right target audience, and turn online searchers into qualified leads and new renters. That's where our Top Property Management Companies in Localized Marketing report comes in. This newly-released report breaks down what leaders in property management are doing to dominate local search and social efforts and ultimately win more leases. Throughout this blog, we'll break down the essential findings from the report and explain what your property management company can learn from them.Local Social - The Metrics That Matter
As a multifamily leader, you're likely aware of the importance of local social. The population of Gen Z will grow from 8 million to 55 million in the next decade. If your property management company and portfolio companies aren't leveraging local social, you could miss out on a major audience. When it comes to local social, we'll start with where property management companies are succeeding. The Top Property Management Companies in Localized Marketing report found that leaders in the industry have a good location presence and high posting frequency. For instance, on Facebook, 62 percent of the properties examined were actively creating new social content regularly. On average, property management companies post seven times per month on Facebook, which breaks down to one or two posts per week. Leading property management companies are also leveraging Google as a social channel. Twenty-three percent of property management companies create and share Google Posts regularly, and an impressive 80 percent respond to their Google reviews. How does your property management company stack up? If you're not meeting or exceeding these averages, it's time to re-think your local social efforts. While there are many areas where property management companies are succeeding in local social, there's room for improvement. Although property management companies create and post content on both Facebook and GMB, it's not receiving the high-valued engagements (shares and comments) it deserves. A typical post gets an average of seven engagements and only 0.8 high-valued engagements. Consumers discover and transact with businesses they encounter on social media, with 78 percent reporting that social media has influenced their purchase decisions. Property management companies need a compelling localized social strategy to create engaging social content that captures the audience you want to target. Check out our Localized Social Content Guide for more insight into what it takes to develop local social content that receives more high-value engagements.
Local Search - What's Working, and Where There's Room For Improvement
Property management companies appear to be devoting more time and attention to local search today when compared to local social. Looking at what's working well, local listings top the list. Property management companies show strong performance in claiming their properties’ listings and pages across top local search sites like Facebook and Google. On average, property management companies have claimed 86 percent of their listings on GMB and an impressive 98 percent of their listings on Facebook. Property management companies also understand the importance of updating their properties’ local listings with the most updated and accurate business information. The top property management companies have an average of:- 89 percent profile completeness on Google
- 92 percent profile completeness on Facebook
- 74 percent profile completeness on Yelp