joe nolan - selling your culture through social media to attract more residents
TRANSCRIPT
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How to Attract More Residents Selling Your Culture Through Social MediaCulture & Social Media
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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
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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?
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Second, what differentiates you?
◦ Price ◦ Amenities◦ Location◦ What else?
Fusing Culture & Social Media
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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
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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
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Opportunity = Performance + Perspective
This event is Opportunity
Your execution of the tools you’re learning this week is Performance
Mindset & Social Media
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Opportunity = Performance + Perspective
But what is the Perspective required?
Mindset & Social Media
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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
Mindset & Social Media
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With culture identified and mindset set, the next social media opportunity is building your team to support your culture
Hiring for Culture
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And to hire correctly, it starts with understanding a key sales principle: Why do people buy? ◦ Price◦ Brand◦ Benefits◦ Experience
Hiring for Culture
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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
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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
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How to use these sites to communicate with potential new hires: ◦ Facebook: Community◦ LinkedIn: Competence◦ Glassdoor: Care
Hiring for Culture
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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
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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
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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
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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
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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?
Social Media Supports Sales
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What happens when social media and sales efforts aren’t aligned?◦ Poor expectations for prospects◦ Wasted money ◦ Wasted efforts
Social Media Supports Sales
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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
Social Media Supports Sales
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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
Social Media Supports Sales
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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
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3 Simple Steps to Improvement on Monday: Reflect Plan Schedule
Turning this Event into Action
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Reflect◦ 20-30 Minutes reviewing notes◦ Get thoughts and ideas down on paper
Turning this Event into Action
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Plan◦ Identify the 3 Most Important things for your
business Then use this approach:
Vision Goals Action Items
Turning this Event into Action
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Schedule◦ Carve out time to execute◦ Set Alarms◦ Follow up on your Notes
Turning this Event into Action