Road to Fusion 2011: Social Media for Leasing

The next time you log on to Facebook to visit your favorite mall’s fan page, you might stumble upon more than special event rosters and sales promotions. You might also find content focused on leasing.

It seems that shopping centers are discovering that social media can be just as effective in reaching potential tenants, as it is to communicate with consumers. A very quick search on Google led me to several Facebook pages related to leasing, including Madison Marquette’s promotional video for University Mall and a Facebook group that Martinsburg Mall created to back its bid to attract an American Eagle Outfitters (AE) store. Martinsburg Mall’s goal is to encourage 5,000 people to join its group. Once it does, the mall’s leasing rep intends to take the information to AE.

“Do you get it? We need to show American Eagle Outfitters that there are people who will buy from them if they come to Martinsburg Mall,” the Facebook message reads.
“We Must Get to 5,000 people! Make a difference in your community and let’s get American Eagle to Martinsburg Mall!”

Madison Marquette’s video is a broad outreach effort, while the AE “petition” is a promotional trick that is specifically targeted to one retailer. What unites them is a desire to make leasing campaigns more noticeable, more interactive and even entertaining. It’s a world beyond the traditional (and often dry) leasing brochures of the past.

The delegates at the upcoming Fusion Conference will have a chance to delve into this subject more deeply, thanks to a Fusion Academy class entitled, “Using Social Media to Lease Your Property.”
Students will find out how to use social media properly, what some best practices are for landlords and how to reach specialty-leasing retailers more effectively. They’ll also learn which programs to use, how to track leasing campaign results and what resources are at their disposal, including useful websites and social media tools. Helping marketers to make sense of it all will be instructors Jen Augustyn, principal and director of new media at The Dealey Group; and Corbett Guest, CEO of Imaginuity Interactive.

Can’t make it? No problem. We’ll share our class notes with you in our Fusion Conference feature. Until then, allow yourself to spend a little time on social media sites. You might just find your next specialty leasing marketing idea.

Myriam Beaugé, Editor in Chief, Tactics Magazine

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