Social media is no longer a new frontier — it’s the lifeblood of modern marketing, woven into our daily routines like our morning cup of coffee. But here’s the twist: while everyone knows it’s important, few truly know how to wield it for multifamily properties. In fact, with 87% of B2C marketers using social media as a key channel, it’s not just about showing up anymore — it’s about standing out (Social Media Examiner). From captivating Reels that spark curiosity to AI-driven strategies that anticipate what your residents want before they even know it, the landscape is changing fast.
In 2024, success in multifamily marketing isn’t just about following trends — it’s about mastering the art of connection, one post, story, or hashtag at a time. Here’s how to do it effectively, starting today.
#1. Be a resource and share helpful content.
Today’s renters don’t want to be constantly bombarded with your promotional property content — even if they are actively searching for a new apartment to live at. Instead, use social media as a platform to provide valuable information and build relationships.
To help keep a good balance in your content, try following what we call the “Cocktail Party Approach”. Think of social media like a conversation at a lively gathering: if someone only talked about themselves the entire time, it would get tiresome, right? The same applies to social media. Just like in a good conversation, you need to listen, share interesting topics, and offer value to others, not just talk about yourself.
Share neighborhood tips, resident success stories, local event information, or even how-to guides for apartment living (e.g., decorating small spaces, green living tips). This positions you as a trusted resource, rather than just another property on the block.
2. Embrace short-form video content to reach more renters.
In 2024, short-form content continues to dominate social media platforms, proving to be one of the most effective ways to engage Gen Z and Millennials — who currently make up the majority of renters. With the average social media attention span down to about 8 seconds, grabbing attention quickly is essential. Whether it’s Instagram Reels, TikToks, or YouTube Shorts these bite-sized videos excel at this and are favored by algorithms for their high engagement rates.
For multifamily marketing specifically, short-form videos are perfect for showcasing your property’s unique features, sharing quick resident testimonials, or offering a behind-the-scenes look at your community. According to HubSpot’s 2024 Marketing Report, 85% of marketers found short-form videos to be the most effective type of content for increasing engagement and lead generation. In fact, videos under 60 seconds have a higher retention rate and are shared 2.5x more than longer videos.
Here are some short-form video series ideas multifamily properties can leverage in 2024:
- “Meet the Community” Series: Showcase resident testimonials, staff introductions, or interviews with long-term tenants sharing what they love about the community.
- “A Day in the Life” Tours: Highlight what a typical day looks like for residents, including amenities, events, or local hotspots.
- “Quick Tips for Renters”: Share practical advice on apartment living, like decorating hacks, energy-saving tips, or seasonal maintenance reminders.
- “Around the Neighborhood” Highlights: Feature nearby restaurants, parks, coffee shops, and local events to attract renters interested in exploring the area.
- “Feature Friday”: Dedicate weekly videos to showcase unique property features like pet-friendly spaces, rooftop lounges, or updated unit designs.
- “Move-In Ready” Previews: Show freshly prepared units ready for new residents with quick walkthroughs and key highlights.
- “Resident Events Recap”: Share highlights from community events like pool parties, holiday gatherings, or fitness classes to boost engagement.
Short-form content is not just a trend — it’s a powerful way to reach and engage with today’s renters, who are increasingly consuming content on the go. By incorporating short-form videos into your multifamily marketing strategy, you can stay ahead of the competition and attract more qualified leads.
3. Listen to your followers and be open to change.
Give your followers and residents the option to send you questions and offer feedback or suggestions. By soliciting their feedback, you can build a sense of trust with your followers and also gather valuable information about their likes and dislikes (whether that’s in reference to your property, website, or social media. You can gather this information through online surveys like SurveyMonkey or directly on social media through the comments or Instagram Story polls.
Keep an eye on comments or suggestions from your followers, and respond promptly. Keeping tabs on commentary from your followers can be just as important as monitoring your online reviews, as many Gen Z renters take to social media to share negative feedback about products or services.
4. Connect with the community.
Retaining current residents is often the best approach to fillings units. Your leasing team will thank you after adding extra ammo for retention, and social media for apartments is a great way to do it. When residents feel connected to an apartment community, they have more motivation to renew.
Think of social media as an opportunity to delight these residents by sharing great happy hour specials, the top dog parks nearby, or community events like 5Ks, wine walks, or trivia nights. Fostering resident relationships ultimately translates into retention, so put their needs in the spotlight, and you might be rewarded with their loyalty.
5. Consider the economic climate and be smart about what you publish.
While the COVID-19 pandemic of 2020 has certainly altered the way community and resident events are held, there are still other updates and activities you can share with your residents. If in-person events are not your style right now, get creative and post about things your residents can do while at home or safely socially distanced.
For example, you can share apartment DIYs, at-home workouts, unique crafts, easy recipes, and more. If you can devise tips that are directly connected with apartments and rentals and aim to help your residents in one way or another — even if it’s minimal — we recommend that you share it.
Want more ideas on what to post while in a pandemic or crisis? Check out our blog here for additional tips.
6. Be proactive and engage the community.
What’s going on in your neighborhood? Are there any upcoming events that you can pass along to your residents — festivals, charity events, new restaurants opening? Reach out to the surrounding community to start building relationships with local businesses. It can be a symbiotic relationship for future events, promotions, or partnerships.
Partner with local farmers’ markets, restaurants, movie theaters, or fitness studios in order to arrange special discounts for your residents; this also provides great content for sharing on Facebook and Twitter.
7. Monitor online reviews to listen, learn, and adjust.
Renters are looking, and residents are talking about you online. Online reviews can be a scary thing for property managers; an open source of commentary about your property. However, observation is a great source of marketing insight. Encourage Yelp reviews regularly, rather than waiting for an angry resident to speak up.
Filter through the delighted and disgruntled residents with an eye for improvement. If residents love the appreciation weeks, valet trash service, or prompt maintenance staff, then make these priorities to keep fresh and consistent each quarter. But what about the dreaded complaints? For instance, prove your security is tighter than a review from six years ago indicates. Over-promote things like your secure and gated community, police patrols, or neighborhood watch meetings to ensure the negatives are perceived as positives.
8. Offer quick, consistent customer service.
Another way to leverage social media and improve resident happiness is quick, consistent customer service. What are people saying about your property online? Banter with the good. Address the bad. Think of any negative comment as an opportunity for a good impression, and make sure to address it promptly.
Residents will notice the presence of property managers on Facebook pages or resident portals as a sign that they actually care about the issues. Trust us, no response is worse than leaving a negative comment unanswered. But of course, they’re not all bad; if someone comments on having a blast at the last community event, reply to those too!
9. Use your social media as a lead generator.
Surprisingly to some, social media for apartments can actually act as a lead generator. As mentioned above, renters are typically looking for an apartment with an active community, great customer service, and positive reviews. Social media for apartments can turn someone from the consideration to the decision stage by simply providing answers to their questions.
Promote your blog content on social media and drive users to your website. From here, an inbound marketing function can start to take place, driving leads into the sales funnel. Social media is a perfect avenue to get in front of potential residents. Don’t miss the opportunity!
10. Target your audience with social advertising.
Once you’ve amplified your social strategy, boost your blog content, social promotions, or apartment ads to the right audience. Facebook advertising offers detailed targeting capabilities to get in front of a specific group. Boosting content through social media advertising increases your reach, impressions, and engagement.
Be Consistent, Creative, and Present Online
It’s important to have a clear vision of your multifamily marketing goals for social media as well as actual goals for your business. These will help determine how you can best use social media to help achieve them. For example, if one of your goals is to attract more Gen Z renters to your property, you could shift your strategy to focus more on Instagram, TikTok, and Snapchat versus Facebook and LinkedIn.
Ultimately the key to social media for apartments is to be consistent, creative, and present. And if you need a little extra help coming up with what to post on your social channels, simply download our free PDF with 101 social media post ideas for your property!
