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How Apartment Marketers Can Beat the Algorithm

Apartment Market
March 2019

Rental housing industry marketers are competing with cluttered social networks and their ever-changing algorithms. During the session, “Staying Ahead of the Social Algorithm,” at January’s Multifamily Social Media Summit in Napa, Calif., Dylan Sellberg, Product Manager at HubSpot, discussed the latest algorithm changes.

His top tips to beat the algorithm:

  • On Facebook, create and share highly visual content. Using new mediums such as 3-D photos, 360-degree videos and Facebook Live are incentivized by Facebook, so being an early adopter is a smart move.
  • Instagram highlights your property’s uniqueness in a highly visual format. Investing in quality photography will benefit your brand. Consider hiring a professional or purchasing equipment to create high-quality photos. Not only do high-quality photos and video perform better, but they also provide a glimpse of the experiences offered at your community.
  • Additionally, Bozzuto’s Chief Marketing Officer Jamie Gorski spoke on video’s importance to any apartment company’s marketing mix. “Video is the fastest-growing medium in the digital landscape,” Gorski says. “According to data, 80 percent of global internet traffic will be attributed to video by 2020.”

CEO features, customer stories and behind-the-scenes videos were the most engaging videos of last year, she says. They recommended embracing new delivery methods, such as 360-degree videos, augmented reality and virtual reality. “Each can help your brand stand out from the competition. Use it now and you’ll be ahead of the game," Gorski says.