Build Resident Bonds Using Social Media

Building a sense of community isn’t just about having nice amenities or an excellent maintenance team. It’s also about showing up where your residents are—online. Social media is more than just a tool for marketing; it’s your secret weapon for fostering connection and engagement. Let’s dive into how property managers can use social media to transform their multifamily properties into vibrant communities that residents don’t just live in but truly love.

Why Social Media Matters for Community Building

Social media isn’t just for selfies and brunch pics. It’s where people go to connect, learn, and share experiences. For multifamily properties, it’s an opportunity to create a virtual community that brings residents together and showcases your property’s personality.

When residents feel like they’re part of a community, they’re more likely to renew their leases and recommend your property to others. According to Boardwalk Wealth, an average of 42% of multifamily rental properties are going to turn over in a given year. Properties that actively engage their residents see higher retention rates and reduced turnover costs. That’s not just good for morale; it’s good for business.

Social media also gives you access to valuable data. By tracking engagement metrics and audience insights, you can tailor your approach to what works best for your residents. This data-driven strategy ensures your efforts aren’t just a shot in the dark but a purposeful way to foster meaningful connections.

Start with a Strategy (and Keep It Simple)

Before you start posting, take a minute to create a game plan. You don’t need a fancy marketing funnel or endless spreadsheets of data. Just think about three things:

Who is your audience? Are you targeting young professionals, families, or retirees? Knowing who you’re talking to will shape your content.
What do you want to achieve? Maybe it’s boosting engagement, increasing traffic to your property or website, or simply making your property part of the broader close-knit community in the area.
How will you measure success? Metrics like likes, comments, shares, saves, and resident feedback will weigh differently based on your audience and your goals.

Once you have these answers, develop your content calendar. Use free tools like Google Sheets or more robust scheduling platforms to plan your posts in advance. Include a mix of informative, entertaining, and community-focused content.

Keep it simple, but stay consistent. A well-thought-out plan will save you time and make your efforts more effective.

Use Social Media as a Communication Hub

Think of your social media pages as a digital front desk. It’s a place where residents & prospects can get updates, ask questions, and share their own experiences.

Announcements and Alerts: Share updates about maintenance schedules, upcoming events, or policy changes. For example, a post like “Pool maintenance happening this Friday from 9 AM-12 PM” keeps residents informed and prevents confusion.
Q&A Sessions: Use tools like Instagram Stories or Facebook Live for “Ask a Property Manager” sessions. This adds a human touch and builds trust.

Make it a habit to respond promptly to comments and messages. Quick, clear communication signals that you’re attentive and care about your residents’ needs. It’s not just customer service; it’s community service.

Create Engaging Content (and Make It Fun!)

No one wants to scroll through a page full of boring image posts. Mix up your content with graphic elements, video, and images to keep things fresh and engaging.

Photo Tours: Highlight your property’s best features & amenities. Don’t hesitate to get into the details. If you have a cool backsplash, feature it in a post!
Staff Spotlights: Celebrate your onsite team with posts about their stories or achievements (with their permission, of course). For example, “Meet Sarah, a leasing member since 2019 who just ran her first marathon!” “Greg, your favorite maintenance manager, just had a baby!”
Polls and Quizzes: The U.S. Chamber of Commerce suggests using polls and quizzes in your stories. Use Instagram & Facebook to create fun, interactive posts like “What’s your favorite amenity?” or “Which nearby restaurant has the best tacos?”

Engaging content gets people talking, which means more likes, shares, and a stronger sense of community. Add branded design elements to your posts using tools like Canva to make them visually appealing and cohesive.

Encourage Resident Participation

Your residents aren’t just your audience; they’re also your biggest content creators. Encourage them to share their experiences and tag your property.

Hashtags: Create a unique hashtag for your property, like #LivingAtLakeview or #ThePinesCommunity. Promote the hashtag on signage & flyers around your property and in welcome packets.
Contests: Run simple contests like “Best Balcony Decor” or “Cutest Pet.” Offer small prizes like gift cards to local businesses or a cool gift basket. Contests drive engagement and create buzz.
In-Person Events: Use social media to organize & advertise your community events, like BBQs, movie nights, or holiday parties. Include teaser posts leading up to the event and encourage residents to share content during & afterward to keep the excitement alive.

User-generated content builds authenticity and makes your residents feel like they’re a special part of the community. Like & share their posts on your property’s social media to show appreciation.

Make Accessibility a Priority

Don’t overlook the importance of accessible design. Your social media should be easy to navigate for everyone, including those with disabilities.

Alt Text: Add alt text to images so screen readers can describe them to visually impaired users. For instance, “A well-lit living room with modern furniture and large windows.”
Caption Videos: Use captions for all videos to make them inclusive for the hearing impaired. Most platforms now include auto-captioning features.
Simple Language: Keep your captions easy to read. Short sentences and clear calls-to-action work best.

Accessible content strengthens community ties, shows that you value every resident, and keeps your community compliant.

Track Your Performance with Data

Posting without tracking is like driving blindfolded. Use data to understand what’s working and what’s not.

Engagement Metrics: Keep an eye on likes, shares, comments, and saves. Are certain types of posts (like events or resident features) performing better?
Traffic Analytics: Track how many people are clicking through to your website or calling your property. Utilize Google Analytics and tracking phone numbers through your PMS like Knock, to measure what content is driving prospective traffic and resident traffic.

Regularly reviewing your metrics helps you fine-tune your strategy for even better results. Set monthly goals to stay focused and track your growth.

Build Partnerships with Local Businesses

Your community doesn’t end at your property line. Social media is a great way to collaborate with local businesses and build your reputation within your local community.

Spotlight Local Partners: Share posts about nearby restaurants, shops, or services. Tag them to encourage cross-promotion. For instance, “Check out our favorite coffee spot, Java Jive, just two blocks away!”
Exclusive Discounts: Partner with businesses to offer residents exclusive deals. For example, a local coffee shop could give a discount to anyone who shows a post from your social page.

These partnerships strengthen your community ties and show potential residents that your property is part of a larger, thriving network. Plus, it’s a win-win for everyone involved.

Stay Authentic and Relatable

The secret sauce to social media success? Be real. People connect with people, not overly polished corporate-speak.

Show Behind-the-Scenes Moments: Share candid photos of your team setting up an event or maintaining the property. For example, “Here’s Dave from maintenance making sure the pool is summer-ready!”
Respond to Comments: Take time to reply to questions and thank people for their feedback. It shows you care and builds trust.

Authenticity builds trust, and trust builds community. Simple as that. Don’t be afraid to show some personality and let your residents get to know the people behind the scenes.

Turn Your Property into a Social Media Star

Social media isn’t just a marketing tool; it’s a community builder, a communication hub, and a showcase for everything that makes your property special. By using these tips, you can create a social presence that fosters engagement, boosts retention, and turns your multifamily property into a place residents are proud to call home.

Ready to start building your social media community? We’d love to help! Reach out to our team today to learn how our emotive, all-inclusive approach can save hiring costs and optimize your online presence! Let’s grow together!