Social media accounts for 27% of all time spent online, so to say that they are an effective marketing resource would be an understatement. Furthermore, pictures obtain far more interaction than posts with simple text. The combination of these two resources make Pinterest and Instagram valuable assets to multifamily professionals to connect with consumers. Erica Campbell Byrum, real estate social media expert, explains the best practices of using these social sites for growing your real estate business. This presentation was given at the Apartment Internet Marketing Conference (#AIMConf) on May 5, 2014 by Erica Campbell Byrum, Director of Social Media for Homes.com & ForRent.com.

1. Pinterest & Instagram
for Business

5. CREATIVE
WAYS TO VISUALLY
10
TELL YOUR STORY

9. THE PIN CYCLE
How a pin meets new people

10. Sources: Nielsen, Nirogram, Experian, and Emarketer

13. Sold within 6 days of being on Pinterest!!

14. 1. COMMUNITY INVOLVEMENT
People will jump
behind a cause
before they support
a brand.

15. 2. CREATE A SENSE OF FAMILY

16. 3. LIFESTYLE IMPROVEMENT

17. 4. BEHIND THE SCENES

18. 5. CUSTOMERS’ FAVORITE THINGS

19. 6. LOCAL

20. • Seasonal Boards
• Home Décor
• Recipes
• DIY Projects
• Moving Tips
• Small Spaces
• Organization
• Going Green
• Gift Ideas
• Pets
7. APARTMENT LIFE TIPS

21. 8. RESIDENT EVENTS

22. 9. MARKETING/LEASING IDEAS

23. 10. MODEL STAGING IDEAS

24. THINKING OUT
OF THE BOX

25. Source: Pinerly Study

26. VERIFY YOUR WEBSITE

27. PINTEREST ANALYTICS
Track how many people are Pinning
from your website, seeing your
Pins, and clicking your content

28. ADD THE PIN IT BUTTON

30. PRODUCT PINS
Includes real time pricing,
availability & Pinners also get
notifications when product Pins
they’ve added drop in price

31. PLACE PINS
Include a map, address, &
phone number

32. GUIDED SEARCH

33. TOP PINNED PRODUCTS
Showcase
popular Pins right
on your site

34. TAP INTO TOP INFLUENCERS

35. INFOGRAPHICS

36. UPGRADE YOUR PAST POSTS
BEFORE
AFTERAdd CTAs

37. If you could have the room of
your dreams, what would it
be? How would it look? How
would it feel?
• 1 winner
• 10 items selected to
purchase for 10 lucky
participants from their
“Décor by Me” Pinterest
Boards.

38. PINTEREST TIPS
• Pinterest is for engaging & creating the ideal lifestyle
• Evoke ‘Pinspiration’with your pins
• Pin it & they will come
• Pin images with minimal text – unless it’s an intentional copy
heavy message (ex: ecards or quotes)
• Add the Pin It button to your site & blog
• Use the Top PinsAPI to showcase popular Pins right on your site
• Create pins around seasonal events & holidays to attract Pinners
looking for specific content
• Use words like: apartment, apartment in {city}, perfect space, for
the home, home décor
• Include hashtags for search
• Use analytics to track what’s popular

39. PINTEREST TIPS
Download the FREE Homes.com Pinterest White Paper
bit.ly/HDCPinterestWhitePaper

40. CREATIVE
WAYS TO VISUALLY
10
TELL YOUR STORY

41. Source: Instagram

43. BEFORE AFTER

44. Source: Instagram, Nielsen, Nirogram, Experian, and Emarketer

45. 1. CROSS PROMOTE
Increase follower growth by cross-
promoting to other social accounts

46. 1. CROSS PROMOTE

47. 2. FLOORPLANS & SPECIALS

48. 3. EVENTS & PERKS

49. 3. EVENTS & PERKS

50. 4. LIFESTYLE
Emulate other Instagram
users posting about
your category

51. 4. LIFESTYLE People love food
& animals

52. 4. LIFESTYLE Don’t forget video

53. 5. HAPPY RESIDENTS

54. 6. BEHIND THE SCENES

55. 7. CREATE A SENSE OF FAMILY

57. 8. FEATURES & AMENITIES

58. 9. SNEAK PEEK

59. 10. LOCAL Position yourself as the
local expert

60. THINKING OUT
OF THE BOX

61. ADD RELEVANT HASHTAGS
Source: Piqora

62. ADD RELEVANT HASHTAGS
Source: Piqora

63. See what hashtags
& content are
trending

64. HOST AN INSTAMEET EVENT
Image: Brian Anthony Hernandez/Mashable

65. HOST AN INSTAMEET EVENT
• Go to meetup.com/Instagram & find an InstaMeet
meeting going on in your city or start your own
• Meet at a bar, park or at your property to network,
discuss your favorite filters & photo techniques
• Snap photos of your property through an
organized Photowalk
• Organize a photo scavenger hunt throughout the
city or property

66. ICONOSQUARE

67. Instagram
analytics

68. INSTAGRAM FEED
Allows you to showcase
Instagram content on
your website

69. Centralize your
social media &
blogs

70. CONTESTS Crowdsource content
from employees &
residents

75. CROWDSOURCE ADS
Repurpose consumer
generated contest photos
for Facebook Ads

76. INFOGRAPHICS
Break down the
Infographics into smaller
parts

77. SPONSORED ADS Coming soon!

78. PHOTO EDITING APPS
• Piktochart (Infographics)
• PicMonkey (Text)
• Picframe (Multiple photos)
• Phonto (Text)
• Flipagram (Photo videos)
• Rhonna Designs (Text/Designs)

79. INSTAGRAM TIPS
• Start sharing photos of floor plans & models
• Use filters & minimal text in images
• Add an Instagram button on website
• Take close-up shots of key features & amenities
• Increase follower growth by cross-promoting to other social
accounts
• Use collages cautiously – images should not be too small where
they are difficult to see
• Crowdsource photos through contests
• Use Iconosquare to track metrics
• Use hashtags in comments – #YourBrand#Apartments#Apartment
#ApartmentDecor#Home

80. bitly.com/AboutECB
@AptsForRent
+AptsForRent
/AptsForRent
/AptsForRent
/AptsForRent
Erica Campbell Byrum
Director of Social Media
ForRent.com & Homes.com