More UGC!
Last fall, we tested a hypothesis: residents will be more active in posting UGC on Instagram* if the developer regularly follows their stories and likes those made at its facilities. Especially stories that do not contain hashtags or mention the developer.
How the testing took place: Over the course of three weeks, the community watched the stories of 45 residents of one of our clients.
Week 1 : We gave two likes to two stories. The rest of the residents did not have a single publication from the housing complex.
Week 2 : five likes. This growth was due to the audience noticing that the developer was viewing their stories – once, twice, three times. Attention is always nice; I’ll post something in response, right from the territory of my residential complex.
Week 3 : The quietest resident in the sample made the first story mentioning the developer. Over the previous 12 months, he had never posted a family photo, much less tagged!
As a result, the amount of UGC increased by 50% – now these were not single shots from the yard or lobby, but entire stories from life!
Honesty in answers
That fine line on which the community balances between the interests of the developer and the residents.
Some companies are reluctant to admit their mistakes, everything is always great for them. However, we know from experience that it is easier to win the loyalty of the audience if you honestly say: "Yes, we screwed up here, we are sorting it out."
It's great when a brand understands how important it is, firstly, not to hush up problems, and secondly, to listen to what customers say. Especially if they complain about problems or shortcomings in the work.
The goal is to convey that the company cares, that the brand really wants to solve problems. In the end, everyone will be happy.
Why does a business need all these complications, especially if the purchase has already been made? It is to build a contact that can ultimately lead to additional sales.
A true story to prove it. In 2018, one person pastors in the us email database bought an apartment from our client. He was one of those who was always dissatisfied with something. The community responded politely and stayed in touch. They tried to make it clear that the developer had his finger on the pulse and was ready to get involved and solve problems (and everyone has problems, let's face it).
And now, a few years later, we learned that this resident had already bought a second apartment from the same developer. This is despite the fact that the choice on the market is huge, there are a lot of options. We asked him what motivated him - "I like how they build and communicate. It's just a thrill . "
This is why we need to work with the community.
*The social network Instagram belongs to the Meta corporation, which is recognized as extremist in the Russian Federation.
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