Leveraging Facebook for Multifamily Marketing

Facebook remains one of the most powerful tools for multifamily marketing, uniquely suited to building local awareness, driving leads, and creating genuine community connections. Understanding how Facebook differs from platforms like Instagram and TikTok, and knowing how to strategically leverage features like Facebook Groups, Marketplace, and Catalog Ads, can dramatically elevate your multifamily marketing success.

Facebook vs. Instagram and TikTok: Know the Difference

Each platform serves a unique role:

Facebook

Ideal for community-building, detailed updates, local groups, and marketplace listings. It offers scheduling tools, advertising options, and the ability to network in hyper-local communities.

Instagram

Highly visual, perfect for lifestyle branding, apartment tours, and resident-focused storytelling through photos, stories, and reels.

TikTok

Primarily video-driven, effective for quick, engaging, and trend-based content targeting younger renters.

Multifamily marketers can leverage Facebook’s strengths—community connections, groups, and detailed marketplace listings—to attract and retain residents effectively.

Facebook Features: Use It Like a Pro

Networking Locally with Facebook Groups

Facebook Groups offer unparalleled opportunities for your property to authentically engage with local communities - at the neighborhood, city, or county level:

• Join Relevant Local Groups: Engage genuinely by responding to questions and contributing value, not just selling. Look for groups that allow pages to join - many communities have local business listing groups or Buy/Sell/Trade groups that allow business posts.

• Create Resident-Focused Groups: Establish groups for current residents to foster communication, announce events, and promote a strong sense of community. This is a low-cost way to get your residents to engage with each other and the community.

• Leverage Partnerships: Collaborate with local businesses and community organizations within groups to increase visibility and credibility. It's a win-win strategy.

  
  

Active participation in local groups enhances your property’s visibility and builds lasting connections within the community. Be sure to read the group policies thoroughly before posting. Some groups frown upon sales-y posts, while others welcome it with open arms!

Utilize Facebook Marketplace Effectively

Facebook Marketplace is a critical channel for multifamily marketing, but must be used strategically and from a personal account:

• List Strategically: Post attractive, high-quality images, detailed property descriptions, and transparent pricing. A/B test different photos for different units and see what images or descriptions are resonating most.

• Engage Quickly: Respond promptly to inquiries, as quick responses significantly improve conversion rates. Be sure to capture all of the leads in your PMS.

• Regular Updates: Frequently refresh listings to maintain visibility and remain top-of-mind for prospective residents. Be sure to include your Marketplace listing when you're adding rent concession specials or other move-in perks.

Marketplace listings are a quick-win way to entice your local community or reach folks moving to your area. The only caveat is this must come from a personal profile, so it might not be the best strategy for every community.

Create a Catalog for Facebook Ads

A Facebook real estate catalog streamlines your multifamily advertising. Here's the skinny:

• Set Up Your Catalog: Include detailed property information, availability, pricing, images, and virtual tour links.

• Dynamic Ads: Utilize dynamic ads that automatically promote available units based on a user’s location and preferences, increasing relevance and conversion rates.

• Choose your Catalog Type: Depending on the type of catalog you set up, you may be required to add at least 100 properties. This is best suited for property management firms to promote the properties they manage from one centralized account.

A Facebook Catalog for real estate and apartments can be a great way to target prospective residents in your local area or those moving to your region. If you're unsure about how to properly set up your catalog, contact a professional marketing team like Visceral Ore to help.

Putting It All Together

Facebook, when used strategically, can significantly enhance your multifamily marketing efforts. By understanding platform nuances, actively engaging local communities, effectively using Marketplace, and creating a comprehensive catalog, you can maximize your visibility, increase qualified leads, and build a thriving apartment community. For a deeper understanding on social media strategy and platforms specifically for apartment marketing, read our Ultimate Guide to Social Media Marketing for Apartments.

Ready to harness the full power of Facebook for your multifamily marketing? Connect with Visceral Ore today.