Waterton also entices customers by mining comments from social media for use as quotes in its marketing efforts. Visitors to the website for Bellemeade Farms, for example, immediately see a rolling display of comments taken from sites including Twitter and Facebook. “If you’re looking for a place to live in Leesburg, check my apartment complex. It rocks!” says one of the Facebook quotes. “Great place to live!” adds another.
Perhaps equally as important as conveying the company brand to one’s customers, apartment execs say, is communicating that message to the firm’s own employees. “The brand in a strong company gives the associates something to rally around,” says Lozinak.
Aimco has a page on its intranet for employees called “Moments That Matter,” which includes feedback from residents who have been pleased by good service. “The positive feedback provides reinforcement for our employees,” Dodds says.
Clearly, to differentiate one’s apartment communities from the many competitors in today’s growing multifamily industry, sophisticated brand and reputation management make all the difference.
Bendix Anderson is a freelance writer based in Brooklyn, N.Y.
VALUE PROPOSITION
Social media matters less than customer service in creating positive perceptions about an apartment company.
