Property managers are behind the eight ball when it comes to social media communication, according to attendants at Residential Property Manager's inaugural Executive Roundtable.
When asked if property managers could improve their communication on social media sites there was a resounding 'yes' from the table.
“The simple answer is yes,” Vasili Hadzellis, franchise service manager at Richardson&Wrench said.
“Social media needs to be seen as another tool to use to communicate with your clients. If you think it is the only tool however, then in my opinion you are mistaken.
“You have to understand how your clients want to be communicated with. I see social media as one of those tools that form part of your profiling strategy."
According to Mr Hadzellis, there are many untapped ways property managers can increase their success on social media.
“We are seeing a lot of our agencies creating more socially engaging Facebook pages for their businesses. We have an office in Newfarm, Queensland who rather than have the standard Richardson&Wrench Newfarm page, they’ve got a page that is called, ‘I love Newfarm’,” he explained.
“It is a fun and different way of engaging people.
“The page speaks about what is great about Newfarm and they are asking their followers to come up with names for new businesses that pop up in the area. They are using that page to connect with other businesses who then in turn become advocates for R&W, spreading their name.”
Sean Green, operations manager at Raine&Horne compares successful social media to the outdated practice of driving prospective tenants around in your car.
“It is the same concept of driving potential buyers or renters around in your car,” he said.
“On the way to the properties you would be showing them great restaurants and shopping centers.
"Social media should be thought of in the same way. Putting open home times up is not going to interest anyone.”
The inaugural Executive Roundtable hosted by Residential Property Manager was designed to bring together the industry’s leading property management professionals to share ideas with a view to improving the industry.
Roundtable participants included Sean Green, operations manager at Raine&Horne; Douglas Driscoll, CEO at Starr Partners; Michael Conolly, head of network property management at McGrath Estate Agents; Vasili Hadzellis, franchise service manager at Richardson&Wrench; Kayla Bishop, property management operations manager at Harcourts NSW Corporate; Gerri Keays, corporate property management executive at Ray White, Sandra Larkin, general manager of property management at Place Estate Agents and Amy Sanderson, head of property management at LJ Hooker.