It might seem surprising, but the same Instagram post that attracts a prospective tenant can also strengthen the sense of belonging among current residents. Social media is no longer just a marketing tool to fill vacancies; it has become a bridge between leasing and community building in property management.
When used strategically, it does double duty. Driving occupancy rates while cultivating resident satisfaction and retention.
Why it matters: Prospective tenants are not looking for square footage; they are looking for a lifestyle.
How to do it:
Use TikTok for quick, engaging videos of rooftop yoga or poolside events.
Share Instagram Stories of resident barbecues or holiday parties.
Position amenities as experiences, not just features.
Impact: Future tenants see a vibrant community, while current residents feel proud of where they live.
Why it matters: Static posts feel like announcements, not conversations.
How to do it:
Run contests (best balcony décor, cutest pet photo).
Encourage residents to share content using community hashtags.
Respond quickly to comments and direct messages.
Impact: Engagement grows organically, and authentic resident voices amplify leasing reach.
Why it matters: Leasing content must inspire trust, but community-building thrives on relatability.
How to do it:
Use polished videos for property tours and amenity highlights.
Mix in casual, behind-the-scenes posts, like the maintenance team decorating for the holidays.
Impact: Prospects see a well-managed property, and residents see approachable, human managers.
Why it matters: Ads fill units, but organic content sustains community.
How to do it:
Use Facebook and Instagram ads to target renters by location, age, and interests.
Keep your feed alive with seasonal tips, event highlights, or resident spotlights.
Impact: Leasing efforts reach the right people, while community posts maintain trust and belonging.
Why it matters: Likes and shares don’t tell the whole story.
How to do it:
Track leasing inquiries and tours that originate from social platforms.
Monitor event participation and resident survey feedback linked to social promotions.
Impact: Managers can prove ROI on leasing while gauging community satisfaction.
Social media can drive leases and strengthen community at the same time.
Lifestyle-focused content captures attention better than traditional ads.
Resident-generated content fuels authentic engagement.
Professional posts build trust, while casual ones build connection.
True success is measured by both leases signed and resident retention.