To talk to your residents, you have to know where they are. Insights into where residents are spending their time online will influence your marketing and community outreach messaging.
Facebook, at 77%, continues to be the most frequently used social media channel across all generations, followed by Instagram at 28%, and LinkedIn at 17%. 14% of residents do not use any social media channels.
Take Notice of Instagram and LinkedIn
Baby Boomers and Millennials differ in selecting their second most widely used social media platform. While 23% of Baby Boomers use LinkedIn, 40% of Millennials use Instagram. Nearly a quarter (24%) of Baby Boomers do not use any social media channel.
Facebook and Twitter's Role in Apartment Search - Not much!
Does social media play a significant role in apartment search? Not really. Only 13% of residents mentioned using Facebook or Twitter to research their current apartment.
Though the usage of Facebook and Twitter for apartment search has almost tripled since 2012, still they do not hold much significance compared to other channels. However, if the growth continues, we will see that begin to change. Until then, continue using social media to reach out to your current residents!
Source: Marketing to Different Generations: Emerging Online, Language, and Lifestyle Trends, an extensive national research project by J Turner Research in partnership with Multifamily Executive . With 25,099 responses, the study drew participation from 18 companies and more than 500 properties. In a series of emails, we will share "Weekly Facts" from this study.
For more than 35 years, Joseph Batdorf has contributed to the multifamily industry with his entrepreneurship and vision to introduce path-breaking solutions that directly impact a company’s bottom line.
In 2003, Joseph Batdorf partnered with experts in marketing research to co-found J Turner Research. The company offers customer insights that empower multifamily companies to advance their business. With its extensive portfolio of products - survey programs and online reputation assessment (ORA™) score, J Turner Research enables clients to enhance customer satisfaction, increase closing ratios, improve online reputation, and optimize resources. J Turner Research surveys more than 170,000 residents and prospects and tracks the online reputation of more than 59,000 properties nationwide, across all review sites on a monthly basis.
In his role as J Turner Research’s president, Batdorf oversees the company’s strategic growth. He has been engaged as a panelist and presenter in the industry for several years. Batdorf’s various speaking engagements include presenting in the 2009, 2010, 2012 NAA Education Conference, 2010 NAA Student Housing Conference, and participating as a panelist for the Multifamily Executive’s General Session on Concept Community for five consecutive years since 2012. He currently serves on the Houston Better Government Fund. Batdorf graduated from the Michigan State University.