AUGUST 2026
3rd Issue
ICYMI
In Case You Missed It... The Monthly Marketing Edit
SAY HELLO TO OUR NEWEST TEAM MEMBERS We’re excited to welcome some new faces to the Property Marketing Team.
Lindsey Thomas
Stephanie Ortiz
Regional Marketing Specialist Located in Texas
Regional Marketing Specialist Located in Florida
Anae Esteve
Eliza McCray
Regional Marketing Specialist Located in Arizona
Marketing Coordinator Located in North Carolina
THE F.A.C.T.S. MODEL
AUGUST 2026
3rd Issue The F.A.C.T.S. model (Freshness, Authority, Consistency, Trust, and Semantic Relevance) is the playbook for modern "Search Everywhere Optimization." Today’s renter journey is highly fragmented. Prospects don't just use Google anymore, they’re asking AI for recommendations, vetting communities on Instagram Reels and mapping commutes via Apple Maps. If your communities aren't optimized across all of these digital touchpoints, AI engines and social algorithms will simply recommend your competitors down the street.
1. FRESHNESS (ACTIVITY & TIME-DECAY) To AI search engines and social algorithms, a quiet property is a dead property. If your community's listings or social channels sit idle, algorithms assume the leasing office is unresponsive, pushing your property down in search results where prospects will never see it. Here is how our marketing teams and on-site teams partner together to keep our communities at the top of the feed: Continuous Listing Audits: We monitor our entire digital footprint via SOCi, tracking website traffic, optimizing community descriptions and ensuring office hours are 100% accurate across all directories. Real-Time Automation: Through our partnership with MavenAI, we automate real-time pricing and unit availability updates, pushing instant, accurate posts directly to your Google Business Profile (GBP) so prospects never see outdated rates. Keep Socials Active: Post at least once a week. It doesn't need to be highly produced—raw, authentic content like a quick video of a renovated unit, a recap of a resident event or a "day in the life" tour clip performs best. The 7-Day Freshness Rule: Every time you post, you hit a "reset" button on the algorithm's clock. A fresh timestamp every 7 days acts as a digital heartbeat, signaling to search engines that your community is active, thriving, and ready to lease.
2. AUTHORITY (UNFAKEABLE PROOF) AI engines don't just look at what you say about your property; they pull from third-party validations and require proof of real-world expertise. Behind-the-Scenes Video: On TikTok and Instagram, show your maintenance team actually fixing an HVAC unit or leasing agents prepping a welcome basket. SOCi notes that showing the process acts as unfakeable proof of operational excellence. Localized Content: Instead of just a generic bulleted list of amenities, build out descriptive pages that feature neighborhood guides, localized events and highlight partnerships with local businesses.
3. CONSISTENCY (THE CONFIDENCE SCORE) Algorithms need to trust that your data is accurate before they recommend your property to a user. If your property’s name, address, phone number (NAP), or pet policy differs between your website, and an ILS, search systems suppress your visibility to avoid serving bad information. Monthly Auditing & Follow Through: Audit your community website and ILS listings weekly to ensure concessions and all fees match exactly across all channels.
AUGUST 2026
3rd Issue
4.TRUST (SIGNALS OF LIFE) For a multi-location brand, trust is built through a steady pulse of interactions and highly responsive management. Review Velocity: Instead of doing a massive, short-term push for reviews during peak leasing season, focus on a consistent, year-round steady stream of resident reviews. The Two-Way Conversation: Maintain a high reply rate to comments and direct messages on all platforms, both Google and Social Media channels. Leaving user reviews unanswered signals a neglected community asset to search algorithms.
5. SEMANTIC RELEVANCE (SOLVING PROBLEMS, NOT JUST STATING FEATURES) AI assistants like ChatGPT and Gemini do not search by robotic keywords like "apartments downtown." They understand full, natural language context. You must optimize your content for the problems renters are trying to solve. Structured FAQ & AI Optimization: We build and update robust FAQ sections on your community websites using backend "schema markup"—special code that helps AI engines like Gemini and ChatGPT easily read, pull, and cite your community as a direct answer. Audit Your Tour Questions: Pay close attention to the recurring questions you get on tours, phone calls or via DM. (e.g., "Where do guests park?", "What's the trick to getting a spot in the bike storage room?", or "How loud is the pool on Saturdays?").
VENDOR PARTNER UPDATES
AUGUST 2026
3rd Issue
ZILLOW SOCIAL EXTEND Extend: Social is Zillow’s fully managed social advertising solution that turns your Zillow listings into high-impact ads across Meta and TikTok. It helps communities expand reach beyond Zillow, drive incremental traffic, and stay visible with renters on the channels they use every day. Smart Audience Targeting Your ads reach active local renters, lookalike audiences matching your current tenant profile, and high-intent Zillow users who recently viewed properties in your area. What to Expect: Campaigns are built directly from your listing, which means visuals stay automatically up to date without extra work. Campaigns are designed to extend your reach and support your leasing pipeline with the added exposure you need. Performance is actively optimized to help you get the most from your investment. What Success Looks Like Transparent Insights: Track impressions, clicks, engagement, and direct traffic back to your listing through clear, regular performance summaries. Data-Driven Optimization: Budget is continually shifted toward the top-performing platforms and creatives to maximize click-through rates and renter inquiries. A Note About Creative: Your ads pull directly from your listing photos. Want to refresh your look? Simply update your listing images, and your ads will update automatically. It's that easy.
REPUTATION MANAGEMENT PROGRAM
AUGUST 2026
3rd Issue
REPUTATION MADE EASIER We’re launching a new suite of Reputation Management collateral designed to make it easier for onsite teams to consistently encourage resident and prospect feedback throughout the customer journey. The program creates a standardized collection of professional, ready-to-use materials that adds the property logo and is housed directly in the Benson Store. Once fully launched, teams will be able to easily reorder materials as needed — no new marketing or design request required! What’s Included? .The collection includes collateral designed for key moments throughout the prospect and resident experience and available in 5 different colorways!: Review Flyer/Signage | Size is 8.5x11 Designed for high-visibility areas including leasing offices, elevators, amenity spaces, package rooms and tour-path pause points. These pieces help build awareness that feedback matters and normalize the review conversation before the team even has to ask. Tour + Leasing Review Cards | Size is 5x7 These cards that can be handed out after a tour, during application or lease signing, at move-in, during package pickup or following another positive interaction. They give teams an easy, natural way to say: “If you had a great experience today, this is the best way to share it!” Maintenance Leave-Behind Cards | Size is 5x7 A double-sided 5x7 cards designed specifically for Service Teams to leave behind after completing a work order. Team members can add their name and service details while giving residents an easy way to provide feedback on their experience.
AUGUST 2026
3rd Issue
HOW THE FIRST ORDER WILL WORK For this initial launch, each community’s Property Marketing Lead will place the first collateral order on behalf of the community. Materials will be produced, shipped and billed through Benson. After the initial rollout, the goal is to have these pieces preloaded into each community’s Benson Store so onsite teams can reorder and re-up their collateral whenever needed!
WHY WE’RE MAKING THIS SHIFT Beyond making reputation management easier for our onsite teams, this program is part of a larger effort to streamline how we provide marketing support. By creating professional, prebuilt resources for frequently requested collateral, we can reduce one-off design requests while still giving communities the tools they need. That means faster access for our onsite teams, greater consistency across our portfolio and more marketing capacity for strategy, innovation and higher-impact initiatives. We’ll continue expanding the Benson Store with additional templates, options and resources to make ordering everyday marketing collateral even easier.
AUGUST 2026
3rd Issue
ICYMI
Stay tuned for next month’s edition.