Did you know that 45% of prospective renters visit a property’s social media profiles?1

It is more important than ever to distinguish your property on social media, especially in today’s competitive multifamily landscape. A well-managed social media presence can significantly benefit a community by building brand awareness, attracting new residents, fostering relationships with current residents, sharing community updates, and managing online reviews.

Rent. is behind you 100% this during busy leasing times season, so to help, we put together this comprehensive social media checklist.

Identify the right social media platforms for your property.

Maintaining active profiles on Facebook, Instagram, Snapchat, and TikTok helps multifamily marketers showcase a property’s unique lifestyle. When considering your social media platforms, don’t overlook smaller platforms and community-specific forums.

Complete your profiles, ensuring they are compelling, consistent, and compliant.

Once you have identified the social media platforms for your property, build out your profiles. Some profiles need to be created, and others need to be claimed. We recommend having similar handles, bios, and profile pictures across your property’s social media platforms. Use high-quality images, concise yet compelling descriptions, and relevant keywords and emojis to optimize your profiles for searchability and engagement. Don’t forget to familiarize yourself with applicable Fair Housing regulations so your content complies with legal guidelines.

Document your social media brand guidelines, including tone of voice, visual identity, and target audience.

After setting up your profiles, you’ll need to establish your property’s social media brand guidelines. Social media brand guidelines are essential for maintaining consistency, clarity, and scalability for your property’s social media presence. Additionally, they serve as a valuable resource for aligning your social media efforts with your overall marketing strategy and ensuring a cohesive brand experience for both your team members and audience. We recommend that your brand guidelines include tone of voice, brand messaging, logo usage, color palette, typography, photos, imagery, and hashtags.

Create a content calendar.

A content calendar is an indispensable tool for your property to stay organized and strategic. When planning out your posts, make sure you use a mix of still photos and video content to showcase what life is like for residents of your community, tailoring your content to resonate with your target audience. Be sure to prioritize inclusivity and diversity in your content. Highlight leasing incentives/promotions, apartment-specific features, building-level amenities, resident events, local attractions, featured reviews, lifestyle images, resident-generated content, influencer collaborations, and, of course, pet pictures!

Establish your property’s social media goals.

What are your social media objectives for your property? Are you looking to increase brand awareness, drive website traffic, generate leads, improve resident retention, or something else entirely? Identifying your property’s social media goals will provide direction and purpose to your social media efforts. We recommend establishing specific, measurable, achievable, relevant, and time-based (SMART) goals that take into account industry and property benchmarks. Key metrics could include reach, impressions, shares, engagement, click-through rates, and conversion rates.

Post frequently.

There’s no one-size-fits-all answer to how often multifamily marketers should post on their property’s social media. It’s essential to find the right balance between consistency, quality, platform-specific strategies, audience preferences, and analytics-driven optimization to effectively engage your audience and achieve your social media marketing goals.

Monitor and engage with your audience by responding to messages, reviews, tags, and comments.

Social media often serves as a two-way communication channel, allowing multifamily marketers to engage with prospective and current residents on behalf of a property. By actively posting, monitoring, and responding, a property demonstrates responsiveness and transparency, which ultimately builds trust with prospective and current residents.

Track performance to refine strategy.

Depending on your property’s social media goals, tracking social media performance is essential to understanding the effectiveness of your property’s social media presence. Audience engagement, measuring brand awareness, evaluating campaign effectiveness, identifying audience insights, optimizing content strategy, monitoring competitors, and ROI as all useful performance tracking metrics. By utilizing social media analytics effectively, multifamily marketers can drive more impactful and results-driven social media strategies for their property.


Social media plays a pivotal role in the multifamily marketing ecosystem, offering unparalleled opportunities for brand visibility, targeted advertising, community building, and, arguably most importantly, prospective and current resident engagement. By leveraging the power of social media effectively, multifamily marketers can drive awareness, engagement, and, ultimately, leasing success for their property.


Rent. is 100% committed to your success

If your property needs a social media marketing strategy, reach out to your Rent. representative to learn more about how RentSocial. is behind your property 100% for leasing success.


1 National Multifamily Housing Council, November 2023

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#Multifamily Marketing
#Brand Awareness
#Social Media