As a multifamily marketer, you’re always on the lookout for ways to get the word out about your community and keep occupancy high. Word of mouth might not be in your bag of tricks specifically, but it should be.

According to the Zillow Group Consumer Housing Trends Report 2017, 57 percent of those shopping for a new place to rent look to referrals from a friend, relative or neighbor, making it second only to looking online. And just under 1 in 5 first learn of the place they ultimately move in to from someone they know.

So, how do you take advantage of this way of shopping? Dr. Jonah Berger, a marketing professor at the Wharton School at the University of Pennsylvania who literally wrote the book on word-of-mouth marketing (“Contagious: Why Things Catch On”), shared ideas during his keynote address at the 2017 Zillow Group Multifamily Forum.

Here are some ways you can apply Dr. Berger’s learnings to get people talking about — and renting — your properties.

The power of word of mouth

You probably know what word of mouth is. It’s as old as commerce itself. And you likely have referral programs at your communities that reward residents who send new leases your way. But the rise of social media and other online tools has only amplified its power.

People’s friends know them better than you do — and they’re better at selling to them than you could ever be. In fact, word of mouth drives more than twice the number of sales as traditional advertising.

Make them look good (or, be like Bey)

People talk about things that make them look good — like they’re smart for knowing about it, or that they know about it before anyone else. It makes them feel like insiders. It creates what Dr. Berger calls “social currency,” which is valuable to people who “spend” it among their peers.

But how do you make your community a topic that makes someone look good? One way is to look for your property’s “inner remarkability.” Has your rooftop deck been the venue for some great pool parties? Are you right around the corner from the place with the best gyros in town? Play up the things you might have taken for granted in the past.

Dr. Berger discussed an album that Beyonce dropped a couple of years ago (her fifth) just by posting it on Instagram, with no other advertising — even before the release. She knew that her followers would clamor for the opportunity to be the first to know about the album, and that it would be enough to propel the sales she was after. And she was right. She outsold her previous album in just four weeks after the Instagram release.

Keep them talking

Dr. Berger likens stories about brands to a Trojan horse. A good story, especially a positive one, takes a brand or product along for the ride. It gets people talking, telling the story, delivering the attributes or kernel of the brand along with it.

So, what are the stories people tell about your communities? Do you have great customer service, amenities or move-in perks? Ask your sales people or facilities team what they have, or check social media or blog posts if you have them.

If you’re coming up short, what stories can you create? Can you recreate a welcome wagon — a gift for new leasers with a basket of goodies, coupons for locally favorite restaurants and shops, and a map showing nearby amenities and attractions? New renters will tell their friends the story about how welcome they felt.

Or, thinking again about that rooftop deck, host your own party or open house, and invite the surrounding community, as well as a local VIP or two. Hire a locally popular band or DJ. The stories of your amenities — and hospitality — could travel far and wide.

Keep learning

Dr. Berger discussed these ideas and much more at the Zillow Group Multifamily Forum, and he has additional resources on his website, including the Crafting Contagious Workbook. Download this, along with other word-of-mouth marketing materials, to continue learning about how you can incorporate this important tactic into your marketing activities.