Archer Targeted Communication

One Detroit-area apartment owner is connecting online with current and prospective tenants. Interested in a place? Send a text for a floor plan

Forty-nine-year-old Eric Brown is no expert in social media. In fact, he doesn’t believe such a thing exists. For Brown, social media is a question of trying new forms of communication, from blogs to Facebook and Twitter, and seeing what works and what bombs. What he has learned, among many lessons, is that reaching out to the unhappiest customers can sometimes not only make them happy, but even turn them into evangelists for Urbane Apartments, his 500 units scattered through Royal Oak, Mich. “When I explain these things to corporate people, they look at me like I have a horn coming out of my head,” he says.

Brown, who had worked in housing for 25 years, launched his own real estate business in 2003, and started to buy up midsize apartment buildings in Royal Oak, a Detroit suburb. He was reading a lot about marketing and social media, and one day in 2005 he announced plans to open a company page on MySpace. His colleagues worried …more at Landlord Adds Social Media to His Toolbox – BusinessWeek (http://www NULL.businessweek NULL.com/innovate/content/feb2009/id2009029_965700 NULL.htm), published 9 February 2009

Flickr photo credit: 60 in 3 (http://www NULL.flickr NULL.com/photos/60in3/2281706277/)