When NorSouth came to us seeking help to rent their apartments to seniors, we focused on using social media as a tool for building authentic, meaningful relationships. This rapidly-growing real estate developer builds and manages senior living apartments for active adults, age 55 and over. We were engaged to educate the market on this new segment. we developed a social media presence for their properties, designed sales materials, and identified our champions and developed them into our sales process. We also treated social media as a two-way street, listening to feedback and participating in a dialogue rather than simply promoting NorSouth’s offerings. By emphasizing quality content creation and prioritizing genuine connections, we were able to successfully meet this client’s goals.
We didn’t blast monthly rent prices or advertise that apartments included washer-dryer hook-ups. We didn’t bombard our prospects with “IF YOU SIGN A LEASE TODAY…,” like so many others do. Instead, we spent three days walking around the neighborhood, talking to store owners and local restaurateurs, librarians and local theatre groups who our prospects might enjoy becoming involved with. We found terms that could replace the word “senior.” We used images that spoke to reinvention instead of retirement. We blogged about the joys of trading in the minivan for a fun “retirement car” and replacing the Wedgewood for colorful, modern dishes from Ikea. We wrote about the free classes that Emory University offers for the 55+ crowd, and we posted Matthew’s lunch menu, the restaurant known as the “Best Meat ’n Three” in the city. We promoted the book club that met on Tuesdays and the proximity to the golf course, and all the other things that seniors liked having nearby.
Just as we’d hoped, those restaurateurs and shop owners we spoke with, the church choir directors and bankers emerged as champions of NorSouth, helping us find the perfect group of folks to live in “their” neighborhood and in our client’s apartments. That personal connection, the one we formed through a combination of traditional, old-school outreach and modern social media tactics, worked like a charm.
Through our social media, blogging, collateral, and event promotion, we created messaging that authentically connected with potential tenants and tapped into their desire to create a new, adventure-filled chapter in their lives.