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

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

2.  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

3.  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?

4.  Second, what differentiates you?
◦ Price
◦ Amenities
◦ Location
◦ What else?

5.  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!

6.  The 2nd Step is the Mindset Needed to Keep
Your Culture active on Social Media
 It starts with understanding this formula:
 Opportunity = Performance + Perspective

7.  Opportunity = Performance + Perspective
 This event is Opportunity
 Your execution of the tools you’re learning
this week is Performance

8.  Opportunity = Performance + Perspective
 But what is the Perspective required?

9.  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

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

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

12.  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

13.  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

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

15.  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

16.  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

17.  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

18.  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

19.  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?

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

21.  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

22.  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

23.  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

24. 3 Simple Steps to Improvement on Monday:
 Reflect
 Plan
 Schedule

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

26.  Plan
◦ Identify the 3 Most Important things for your
business
 Then use this approach:
 Vision
 Goals
 Action Items

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