Why Property Management Companies Need to be Using Social Media in 2019

It’s no secret that social networking has taken over the internet. We love to like, share, give thumbs up and use countless emojis as we comment on online content.

Social media platforms are used so often, it would seem that their usage is approximately equal. However, that is not the case at all in 2019.

If you’re on the fence about ramping up your social media strategy for your property management company, here are some of the surprising, and not so surprising statistics from a recent online study.

Facebook Is Still on Top

Worldwide, the amount of people using Facebook is enormous. Even given concerns over privacy issues, Facebook continues to crush its rival social media platforms. Each month nearly 2 billion users are active on Facebook. Closest rival Instagram scrapes by with less than 600 million monthly users.

All social media sites are rivals for the prize of most attention. Facebook has the highest number of registered users and solidly crushes the others in terms of engagement. 76% of Facebook users log in daily, leaving closest rival Instagram in the dust with a mere 51% of its users logging on a daily basis. Even though Facebook owns Instagram, the two are brand rivals. There is no indication that Facebook is going to lose its dominance no matter how many data breaches come along.

 User Statistics

In the United States, Facebook is the most popular social media site. An astonishing 68% of the U.S. population uses the platform. The other social media sites average only 25% of the U.S. population. There is some overlap because people use multiple platforms, but Facebook is still the dominant player in this market.

In terms of broad demographics, users who are wealthier and better educated are more likely to use social media. This generalization holds true across various social media platforms with very little differentiation between sites.

Interest in Pinterest is Still Growing

In terms of usage, Pinterest has been making some steady gains. Female users from the U.S. make up a significantly larger proportion of the users than is typical in other social media sites.

Pinterest recently rolled out their Promoted Pins advertising model in which a user can pay a fee to have more pinners view a promoted pin. Promoted Pins are savable which means additional people can see that pin in their feeds. Businesses are already seeing an uptick in their viewership on Promoted Pins and since 75% of saved pins come from businesses, this advertising model could hold the key to profitable campaigns.

Not sure how your property management company can use Pinterest? Here are a few ideas:

  • Post “before and after” photos of major rental property turn-over renovations
  • Photos of community events in and around the neighborhood(s) of your rentals
  • Pins of interesting things-to-do and places-to-go in the cities/towns where your company runs property.
  • Quality images of available rentals. Be sure to add the link to your listing details in the description of the pin.

Social Media Has Moved Beyond the Early Adopter Stage

In terms of age, gender, education, and income, social media has close to a 75% adoption rate. This measurement holds true in many places besides the U.S., which is only 8ththe in the world of percentage of social media adoption.

Mobile Wins

The number of users logging in through a mobile device is climbing steadily. The number of desktop users is declining. This change is going to continue and now is the perfect time to take advantage of this.

All in all, the resistance of users to embrace social media has disappeared. Social media is not going away anytime soon. Individual platforms may come and go, but this is the perfect time to get your property management business thriving on social media.