Instagram Do's and Don'ts for Multifamily

Instagram is no longer just for keeping up with friends or following celebrities (we see you,  @shawnmendes). It has evolved into a powerful marketing tool for multifamily properties, helping you stay top-of-mind, showcase your brand, and engage directly with your audience.

However, many property management companies unknowingly make Instagram missteps that can turn followers away. After reviewing hundreds of multifamily property accounts, we’ve compiled the Top 10 Instagram Do’s and Don’ts to help you make the most of your social media presence.

Last Updated: Feb 2025

Instagram Don’ts

1. Ignoring Proper Image Sizes

Instagram is a visual-first platform, so poorly sized images can appear grainy, cropped awkwardly, or low-quality. Follow these recommended dimensions to maintain a polished look:

• Feed posts: 1080x1080 pixels (square) or 1080x1350 pixels (portrait)
• Stories & Reels: 1080x1920 pixels (vertical)
• Carousels: Keep all images uniform in size for consistency

2. Posting Low-Quality or Unappealing Images

Not every photo belongs on your property’s Instagram. Avoid poorly lit, blurry, or unappealing images that don’t represent your community well. For example, while chili may taste amazing, a close-up of it in a Styrofoam bowl doesn’t exactly scream "luxury living."

• Instead, showcase lifestyle elements—a resident enjoying a meal in a stylish kitchen or a community event table spread.
• Always preview photos before posting to ensure they align with your brand image.

3. Ignoring Image Composition & Alignment

A poorly framed photo can make even the best content look amateur. When posting, ensure:

• The main subject is centered or follows the rule of thirds for a balanced composition.
• Cropping doesn’t cut off important elements.
• The image is aesthetically pleasing and easy to view at a glance.

4. Using Unlicensed or Watermarked Images

Posting images you don’t own or have permission to use is not only unprofessional but also illegal.

• Use free image sources like Unsplash, Pexels, or Flickr’s Creative Commons.
• If using Canva, only select free images unless you have a Pro subscription.
• Never attempt to edit out a watermark—it’s obvious and damages credibility.

5. Over-Filtering or Poorly Lit Photos

Lighting can make or break an image.

• Avoid posting dark, shadowy, or heavily filtered photos that distort colors.
• Take advantage of natural light or use simple editing tools to brighten images without overdoing it.
• If an image doesn’t meet quality standards, it’s better not to post it at all.

Instagram Do’s

1. Promote Resident & Community Events

Instagram is an excellent way to remind residents about upcoming events and showcase your community culture.

• Use Stories to post countdowns and reminders.
• Share candid moments from past events to encourage attendance.

2. Highlight Your On-Site Team

Your staff is the backbone of your community. Humanize your brand by introducing team members and sharing behind-the-scenes moments.

• Feature employee spotlights to build trust and familiarity.
• Post fun team moments to show your community’s personality.

3. Engage with & Celebrate Residents

Want more likes and shares? Feature your residents!

• Share resident testimonials or user-generated content (with permission).
• Repost resident stories that tag your property’s account.
• Create interactive posts (polls, Q&A, or contests) to boost engagement.

4. Showcase Your Property & Amenities

Your Instagram should highlight what makes your property unique.

• Use high-quality images of your amenities, apartments, and common spaces.
• Include short video tours and before/after transformations of renovated units.
• Feature pet-friendly perks, community gardens, or stylish interiors to attract prospects.

5. Keep It Fun & Authentic

Instagram is a social platform, so keep your content engaging and relatable.

• Use a mix of content types (Reels, Stories, static posts, and carousels).
• Show the personality of your property through humor, trends, and behind-the-scenes clips.
• Respond to comments and DMs to maintain an active, welcoming presence.

Bonus Tip: Utilize Video & Instagram Stories

With Instagram users scrolling quickly, video content is key to capturing attention.

• Use Reels to highlight your property, staff, and resident life.
• Post Instagram Stories frequently to stay visible in followers' feeds.
• Try short-form educational content (e.g., moving tips, lease renewal reminders, or DIY decor ideas).

Final Thoughts

Instagram is a powerful tool for multifamily properties—when used correctly. By following these updated Do’s and Don’ts, you’ll create an engaging, visually appealing presence that attracts both current residents and new prospects.

Now, it’s time to put these tips into action and make your property’s Instagram stand out!