Joe Nolan - Selling Your Culture Through Social Media to Attract More Residents

How to Attract More Residents Selling Your Culture Through Social MediaCulture & Social Media

Today’s Session: 1st: How to Fuse Your Culture with Your

Social Media 2nd: How to Create the Mindset to Stay on

the Cutting Edge of Social Media Evolutions. 3rd: How to Utilize Social Media to Hire and

Build a Team that Promotes Your Culture 4th: How to Use Social Media to Support the

Sales Team

How to Attract More Residents SellingYour Culture Through Social Media

Fusing Culture & Social Media First, let’s figure out your culture:

◦ Why is your property amazing? ◦ Who are your favorite tenants? ◦ Why have they been loyal and not moved?◦ Why is the community/neighborhood special? ◦ Why do you work there? ◦ How do you want tenants to feel living there?

Second, what differentiates you?

◦ Price ◦ Amenities◦ Location◦ What else?

Fusing Culture & Social Media

Take those notes and run an Audit:

Site by site, comb through looking if your story is being told correctly.

Make changes and you have your start!

Fusing Culture & Social Media

The 2nd Step is the Mindset Needed to Keep Your Culture active on Social Media

It starts with understanding this formula:

Opportunity = Performance + Perspective

Mindset & Social Media


This event is Opportunity

Your execution of the tools you’re learning this week is Performance



But what is the Perspective required?


The Perspective is this: You must know that your Intensity will determine how Social Media works for you◦ Your intensity will determine if you blend in or

push through? Social media efforts can’t be inconsistent Aggressively seek feedback As social media evolves, and it will, you’ll stay

current and ahead of your competitors


With culture identified and mindset set, the next social media opportunity is building your team to support your culture

Hiring for Culture

And to hire correctly, it starts with understanding a key sales principle: Why do people buy? ◦ Price◦ Brand◦ Benefits◦ Experience

Hiring for Culture

The overwhelming winner was Experience◦ 53% of buyers said the experience was the

determining factor in their decision◦ So are you providing a top-notch experience when

a prospective tenant walks in? That all depends on who they talk to and if the

experience you want them to have is understood by the entire team

Hiring for Culture

The Experience starts with using your Social Media to hire the right team◦ 15 years ago, this wasn’t a thing

I used Monster, newspapers and career fairs to hire and verbally told people about my culture

◦ Today, I have videos on linkedin, our facebook page is embedded in all my ads and social media tells people about our culture

Hiring for Culture

How to use these sites to communicate with potential new hires: ◦ Facebook: Community◦ LinkedIn: Competence◦ Glassdoor: Care

Hiring for Culture

The Compensation Advantage◦ Everyone should want an employee on the high-

end of their comp pool◦ People will take a job that “feels” better

oftentimes for less money “Feel” is culture

Hiring for Culture

So if you have ever thought there are no good candidates out there … ◦ They are, but they don’t just show up anymore◦ You have to go get them now through your social

media and dangling your culture is a huge advantage

Hiring for Culture

The Result of Building a Team Around Culture:◦ More positive working environment, which

appeals to tenants◦ More extra-miling, which appeals to tenants◦ More consistent communication, which appeals to

tenants

Hiring for Culture

With the first 3 steps of pairing culture and social media done, time to focus on Sales

When done wrong, misalignment can kill your prospect conversion rate

When done correctly, social media can dramatically improve sales

Social Media Supports Sales

The starting point: Understanding the relationship between social media and sales: ◦ Who is in charge of social media?

Do they know anything about sales? ◦ Who is in charge of sales?

Do they know anything about social media?


What happens when social media and sales efforts aren’t aligned?◦ Poor expectations for prospects◦ Wasted money ◦ Wasted efforts


What Happens when Social Media is Aligned with Sales?◦ Consistency of messaging◦ The right prospects have the right expectations◦ You fill vacancies faster and with the right people


So Social Media efforts should never be made without collaboration with Sales◦ If they are separate roles, then the benefit of a

tight prospect funnel is wasted


To Recap: 1st: Identify Your Culture and Inspect that it

is clear on your Social Media 2nd: Create the Intense Mindset to keep you

Culture on the Cutting Edge of Social Media Evolutions.

3rd: Utilize Social Media to Hire and Build a Team that Promotes Your Culture

4th: Partner Social Media to Support the Sales Team

How to Attract More Residents SellingYour Culture Through Social Media

3 Simple Steps to Improvement on Monday: Reflect Plan Schedule

Turning this Event into Action

Reflect◦ 20-30 Minutes reviewing notes◦ Get thoughts and ideas down on paper


Plan◦ Identify the 3 Most Important things for your

business Then use this approach:

Vision Goals Action Items


Schedule◦ Carve out time to execute◦ Set Alarms◦ Follow up on your Notes


Joe Nolan - Selling Your Culture Through Social Media to Attract More Residents

Marketing

Transcript of Joe Nolan - Selling Your Culture Through Social Media to Attract More Residents