BiggerPockets

Explaining Social Media to my 104-year-old Great-Grandmother

Monday, September 21

My great-grandmother is now 104 years old. While her sight is gone and her hearing is barely there, she’s still the gifted conversationalist and thinker she always was. Though she stays informed (and extremely opinionated) with the aid of news radio, she is not entirely current in her knowledge of things technological. Yet, being the caring grandmother she is, her life is enriched by the achievements of her progeny. In response to my birthday card, she wrote (by proxy) a letter of thanks which naturally included questions about my current personal and professional endeavors, my love life and every other area in which loving grandparents are so keenly interested.

How to respond? What is it exactly that I do? How to communicate this to a beloved centenarian? Consider these facts about my prababièka (Czech for great-grandmother):

• The town where she was born, near International Falls, MN, was almost entirely Czech-speaking. Although American born, Czech is her first language, and she still speaks in her native tongue on occasion.

• Her family frequently traded food and goods with the American Indians that lived near her farm. They had not yet been resettled and were considered “wild”.

• Her familiarity with computers is limited to the knowledge that they exist. She knows nothing of the internet or mobile phones, let alone the text messaging or social media that comprise a large part of my job description.

While her knowledge of the technological age that you and I inhabit is nonexistent, her capacity for imagination remains as healthy as it ever was. My prababièka experienced the birth of the Model T, the first and second World Wars, Women’s Suffrage, the Prohibition Era, the Great Depression, the struggle for civil rights, and countless other monumental events in the course of American, and human, history. Yet, of equal or greater importance to her are the things that populate the lives of her loved ones. Things that are important to me, however trivial or insignificant to the world around me, are important to her, too.

I find it difficult to describe what I do to even my tech-savvy mom and dad, both of whom were early adopters of the web, but are struggling to keep apace of social media and things like Twitter and LinkedIn. How on Earth can I possibly explain it to my 104 year-old great grandmother? I won’t be doing this here, but I’ll start by defining terms and breaking down concepts, and then explain to her how it all applies to my day-to-day life.

People like my prababièka are increasingly rare. However, we will all come across a situation in which we will be asked to explain our use of modern tools like blogging, social media, text messaging, mobile apps, in our professional and personal lives (if such distinctions are even still important) to others that are, to varying degrees, unfamiliar with this world. In another likely scenario, you may be asked to articulate your grasp and usage of things like Twitter to someone who is equally current, but seeking your unique strategy, opinion, or philosophy. This might occur in an interview setting, during a media inquiry, or in everyday communication with peers. In each case, it is important that we can demonstrate our understanding of such things without relying on industry buzzwords, overly-technical jargon and the assumption that our audience is on similar footing.

I’m as guilty as anyone in this regard. This is why, as I begin to think of better ways to convey my experience with social media to just one person, I am struck by the value in the mental exercise that helps me get there. In thinking up a coherent, accessible explanation of my place in the virtual world, the way I understand its operation and utility, and the view from my virtual window, I am better able to speak to anyone about a variety of related issues and concepts.

I urge you to start your own self-study and reflection as soon as you can. Help yourself and others by sharing what you find in the comments below.

Green Marketing for Property Managers

Monday, September 21

This post courtesy of Michael Monteiro, CEO of Buildium LLC, maker of online property management software for landlords, professional property managers, condos and homeowner associations (HOAs) and is author of the The Buildium Property Management Blog.

Attention Property Managers and Landlords: Are you seeking new ways to appeal to prospective tenants? Look no further than your local grocery store to see two trends that can be incorporated into a successful property marketing program: environmental awareness and economical living. Take a look at the check stands around you and it’s abundantly clear that the days of plastic bagging are gone—reusable canvas totes are rapidly becoming the norm as people increasingly turn toward incorporating sustainable measures into their everyday lives.  Stroll through the aisles and you’ll also likely see many shoppers pausing to compare prices. For obvious reasons, economical choices and cost-cutting measures are clearly far more prevalent than they were a few years ago.

Sure, the grocery business and property management are two completely separate industries, but these general consumer trends toward (environmental sustainability and more economical living) are long-term shifts extending to all sectors. Adapting your property’s marketing strategy to cater to these interests is just good business, plain and simple. And exercising a few green marketing strategies is the perfect way to cater to customers’ increasing desire to go green and save money in one fell swoop.

Going Green

Before you actually market your property as eco-friendly, you have to ensure that you are environmentally friendly. Taking steps toward going green can be as big or as small as your budget allows. Following are a few tweaks—some large and some small—that can increase your property’s green quotient:

•  Set up a comprehensive recycling program that goes above-and-beyond local laws and ordinances that can be easily utilized by all tenants.
•  Use green building materials such as bamboo flooring and recycled glass countertops.
•  Install solar or tankless water heaters.
•  Use energy efficient or fluorescent lights.
•  Incorporate daylighting with windows and skylights.
•  Install energy efficient heating that doesn’t use electricity.
•  Replace outdated appliances (such as refrigerators and dishwashers) with ones designated Energy Star.

Now that you’ve greened up your act, it’s time to let prospective tenants know about it; when advertising vacant units highlight your property’s green features. Remember, a good green property marketing strategy lists more than just green features—it appeals to prospective tenants on two levels: logistical and emotional.

Logistical Green Marketing

Begin by letting prospective tenants know about your property’s environmentally friendly practices and exactly how these measures will save them money. After all, going green makes good monetary sense. Because many green measures involve energy efficiency, there is a direct correlation between saving the environment and saving cash.  Make sure, for example, that prospective tenants know that the property’s lighting fixtures are fluorescent or otherwise energy efficient, which translates into less energy used and subsequently lower electric bills. Have you installed energy efficient appliances? If so, explain how less electricity or water translates into direct savings.

These may sound like small things, but for many tenants right now, every last dollar counts. According to green-energy-efficient-homes.com, an energy efficient residence can cost as little as a quarter of the price to heat, cool, and light as the average home. Clearly layout the potential savings by doing the math for prospective tenants. Calculate the amount a “green” unit’s monthly utility bill is compared to a unit with regular non-efficient features. Take the difference and multiply it by 12 to demonstrate exactly how much money your tenants stand to save on bills.

Emotional Green Marketing

Now that you’ve explained why your property offers prospective renters a more cost effective living option, it’s time to tap into the more esoteric realm of green marketing. While going green makes good fiscal sense, it’s not the only reason people are cleaning up their act. Things like social responsibility, making a difference, and the ability to feel better about the way we live are increasingly important to people. Point out that your property affords prospective renters with all these options. And, make no mistake, for as important as economical living is these days, people still want to incorporate green living into their lifestyles. According to Reuters, a full 82 percent of U.S. consumers are buying at least some green products even during the current economic crisis.

According to eco-innovations.com, when it comes to housing, Green Appeal is a legitimate draw for consumers. “Similar to ‘curb appeal,’ Green Appeal leaves a lasting impression on buyers by distinguishing a property with noticeable green features such as high performance windows, energy efficient appliances, water-conserving fixtures and clean indoor air. In contrast to curb appeal's simply aesthetic value, Green Appeal increases property value with long-lasting economic, environmental and family health benefits.” And if that doesn’t convince you, consider this: Even REALTORS® have begun seeking out green certifications to cater to this emerging market.

 During this time when vacancies are more difficult to fill than they have been in recent memory, consumers’ demonstrated interest in all things green offers property managers the perfect way to set themselves apart from the pack. Best of all, not only will green marketing open your properties up to a new demographic, but it will likely generate more loyal, long-term tenants. After all, people who feel good about the way they live—and are living more cost-effectively to boot—are likely to stay right where they are.