Using Social Media to Create Your Brand

Building a brand with your multifamily community's social media channels

Today, just about everyone is both online and active on at least one social media channel. Therefore, it makes sense that as a multifamily community you should be exploring social media as a tool to help you find potential renters, communicate with current residents, drive traffic to your website and convert leads into leases. Beyond simply making the occasional post, however, it’s important to have a consistent tone and engaging content that will encourage visitors to return — and maybe even to submit a lead.

Do some groundwork

Check out the social media strategy of your local competition. For example, visit their Facebook page or their Twitter feed. What seems to be working for them? What kinds of comments are people leaving? What posts seem to get the most response? If their pages and feeds are empty or haven’t been updated for an extended period of time, take advantage of the opportunity to stand out by making sure that your own social media channels are full of content at all times.

Keep in mind that attractive photos and other graphics promote up to 120-180% more engagement as compared with text-only posts, so add a picture or image to your posts when possible. Create a personalized hashtag (#) for your property that you can use in your image and video captions, and encourage residents to tag any photos they take on the property with this hashtag. And don’t forget to provide your residents with links to all of your social media accounts and to ask them to like, share and/or follow each channel.

Make use of Facebook, Twitter and YouTube

Some of the most commonly used social media platforms are Facebook, Twitter and YouTube. How can you best use each one to reach both prospects and current residents?


As the largest social media platform, Facebook is an excellent place to start. Posts on Facebook can market your community and engage residents. Your reach is expanded when your posts are shared, liked and commented on by residents.

Pro tip for Facebook users:

Publish photos of your property management team, the grounds of your community and common areas. Host contests and events that you announce, publicize and track on Facebook. Keep your posts informative and fun, and cross-publish posts from Facebook to Twitter to further boost engagement.


Your tweets are limited to 280 characters, so you need to be creative. Compose tweets that reflect your community’s personality and the brand you are creating. Use hashtags and identify your industry niche to help potential followers find you and nurture their interest in your property.

Pro tip for Twitter users:

Plan to tweet one to two times daily, alternating between general local interest stories and promotional tweets about your property. You can use a wide range of programs to schedule your tweets so you’re regularly updating your feed.


Online videos of your property work for you 24/7. Property video tours can be optimized with tags, titles, descriptions, and keywords to assist in driving traffic to your property website and increasing your search engine rankings.

Pro tip for YouTube users:

In addition to traditional property videos, include videos that showcase amenities, promote community engagement, highlight staff, and feature satisfied residents. Consider creating a serialized brand story that both entertains and informs to keep visitors returning to your channel on a regular basis.


Revisit your social media strategies often to ensure the posts are compelling, fresh and effective. Use the analytics on each platform to determine what is working and what needs retooling. Above all, entertain and inform your social media followers. Ideally, this will lead to more interest from potential renters as well as increased resident satisfaction and, possibly, higher resident retention rates.

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