Recap: Keys to Social Media for Marketing

Social media is no longer optional. It is essential for multifamily marketing. With 56% of renters using social media to find their next home, having a well-crafted strategy is critical to standing out. Lisa Trosien, President of Apartment Expert, recently led a webinar on effective social media strategies.

Below are the most valuable takeaways from that session to help you elevate your property’s marketing game. You can find additional insights from previous webinar recaps here.

Last Updated: March 2025

Social Media Strategy

Your social media strategy should be precise and goal-driven.

Here are key steps to consider:

• Identify the right platform: Analyze where your prospects are most active and focus your efforts on just two social platforms to maximize efficiency.
• Craft a clear brand identity: Decide how you want your property to be perceived. For example, you might highlight luxury amenities or showcase a value-driven, budget-friendly lifestyle.
• Highlight your unique value: Ask residents why they chose your community to understand what sets you apart. Use this feedback to inform your social media messaging.
• Assign a dedicated social media manager: With ever-changing algorithms, staying current is essential. Ensure the person managing your social media is savvy and adaptable.

Resident-Centered Content

Your residents are your best advocates. Share updates and event information on social media to keep them engaged. Regularly post about giveaways, holiday celebrations, or move-in incentives, and encourage residents to participate. By doing so, you’ll not only engage current residents but also attract prospects interested in a vibrant, active community.

Resident Activities and Reviews

Prospects want to know what life is like in your community. Share posts highlighting community events and resident activities to give them a glimpse into the lifestyle you offer. Don’t forget reviews—they play a significant role in decision-making. Encourage happy residents to leave reviews and showcase positive testimonials across your social media.

Join Social Media Groups

Facebook and other platforms offer city-specific housing and community groups where prospects seek advice. Join these groups and contribute valuable insights about your neighborhood, upcoming events, and local amenities. Authentic participation can help keep your property top of mind for prospects.

User-Generated Content (UGC)

UGC is one of the most effective ways to build trust because it showcases real-life experiences. Encourage residents to share their photos of common areas like the pool, gym, or community garden. Always ask for permission and give proper credit in your posts. You can even run photo contests or giveaways to generate more UGC and keep engagement high.

Conclusion

Social media can transform your apartment marketing when done right. By following these keys, you’ll create a strategy that’s engaging, resident-centric, and effective. Ready to learn more? Check out additional webinar recaps for more expert tips and insights.