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PMs should exploit the power of free advertising: Tom Panos

22 June 2015 Jay Garcia

One of the industry’s most prominent coaches has revealed the secrets of getting the most value out of Facebook.

Tom Panos told the National Property Management Conference that Facebook can be a profitable marketing tool because “it’s not the best product that wins; it’s the best-marketed product that wins”.

Mr Panos said  property managers generally get business via word of mouth, so once a client posts something positive on Facebook they’re providing free advertising and drawing in an audience.

“Make sure you get your owners and your tenants who love you to put up positive comments and to tag you,” he said.


Mr Panos also suggested running competitions through Facebook to create engagement.

“Here’s a competition you can run – a bottle of Moët to the person who guesses the exact vacancy rate in our suburb for the last three months. Engage people to get involved because Facebook loves shares, likes, and comments,” he said.

Another important rule is to create a personality within a Facebook page, according to Mr Panos: “Stories sell, facts tell. Story-telling is about using case studies and having a client fall into your story.”

Mr Panos said  Facebook can also be an effective recruiting tool.

“A person’s social media tells me what they’re doing every day; their resume tells me what they want me to hear,” he said.

“So I’ve got to believe what Facebook says, because what they do every day matters far more than what they do once.”

 [Related: Get your property managers involved in social media]


PMs should exploit the power of free advertising: Tom Panos
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