Picture This: Instagram for Property Marketing - Property Vista

May 25, 2017

Picture This: Instagram for Property Marketing

Launched in 2010 and acquired by Facebook in 2012, Instagram has taken the social media world by storm. With the ability to share and like photos, today there are more than 600 million Instagrammers, with 400 million of them using the app daily.

Still not convinced Instagram is right for your property management business? Consider this: In 2017, over 70% of U.S. companies will use Instagram for marketing, edging out Twitter for the first time. And, approximately 60% of Instagram users say they have learned about a product or service through the channel.

And, the best news is that Instagram and property management are a great marketing fit. It’s fast, easy and effective.


But First…

You don’t have to be a trained photographer, but you should follow a few simple guidelines:

  • Don’t go crazy on filters: keep a consistent look.
  • Shoot square: this will save time on cropping and ensures that essential elements won’t be cropped out later.
  • Use a mix of photos and video to add variety to your feed, and also include photos of people (staff, etc) and places (your property, nearby attractions) to keep things interesting.
  • Don’t post photos that are blurry or out of focus.
  • The pros at Buffer (a social media management tool) recommend posting one-to-two times a day.


Create a Lifestyle Brand

Savvy property marketers are using Instagram not only to showcase their available units, but also to create a lifestyle brand. This includes shots of the facilities, like the pool or the gym, as well as common spaces or rooftop decks.

Don’t forget to go off-property as well, and photography nearby restaurants (and their dishes if you happen to be eating there for lunch or dinner!) and entertainment options. Don’t forget that it is often the little things that people love – the nearby car-sharing lot, the independent cafe with wifi, or the kids’ playground in the park. Be sure to cross-promote by tagging the restaurant or local venue.


Generate Leads

Start by making sure you have a great bio for your property, as well as a link to your website. Post eye-catching photos or short video of your available units, and in the comments include a short link directly to the online listing with application. You can create several single-image posts, or simply tap on the “select multiple” icon on the bottom right to create a single post with several images, like the living room, kitchen, bedrooms, and a photo of some facilities, like the pool. To further drive leads and engagement, hashtag your post with relevant keywords phrases like #Toronto, #twobedroom and #rental.


Build Your Community

Why not create a monthly Instagram photo contest, and offer a gift certificate to a local coffee shop as a prize? Ask residents to take photos of the property, or favourite nearby attraction, and hashtag them with the property name as well as the city or neighbourhood.. This offers a fun, creative way to engage with your residents. Equally as important, the use of location-baseed hashtags can help people who live in the neighbourhood to discover your brand, potentially generating more leads.


Improve Your Website

At the very least, you can include a link to your Instagram feed on your website. But this is also a huge opportunity to get creative, and leverage your Instagram assets to amp up your website. By post the winning Instagram entries on your blog, not only are you creating fresh content that Google and other search engines love, but you are showcasing your property and community in a way that is modern and appealing to potential renters. You can also embed your feed on your website to create amazing photo galleries. When you leverage your visual assets this way, it increases your marketing ROI.

And, by the way, Property Vista offers mobile-friendly websites that can help catapult your property to the top of search results. To learn more about what our mobile applications can do for your property management firm, sign up for your free account today or give us a call.


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Jack Beaton Sterling Karamar, Property Management
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