Foundations of Social Media for Property Management

Q: What is the best social media strategy for property management?

The best strategy is one that’s data-driven and audience-focused. Property managers should define clear goals, identify their core renter demographics, choose the right platforms (e.g., Instagram for millennials, Facebook for families), and post consistently using a content calendar. Content should include lifestyle visuals, testimonials, and service updates.

Q: How can social media help me get more tenants?

Social media increases visibility through organic posts and targeted ads. Platforms like Facebook and Instagram allow property managers to reach ideal renters by location, income level, interests, and behaviors. Video content and virtual tours are especially effective in converting views into inquiries and leases.

Q: Is social media worth the cost for property managers?

Yes. According to NAR data, 60% of real estate professionals report the highest ROI from social media. With tools like Sendible, Buffer, or Hootsuite, even small teams can streamline content planning, track performance, and reduce vacancy rates with minimal investment.

The real estate industry has gone digital—and so have your tenants.

Today, social media isn't just a nice-to-have for property managers; it's a critical marketing and communication channel that supports everything from brand visibility to tenant retention. Whether you manage student housing, senior living, apartment complexes, or commercial spaces, a strong online presence can drive results at every level of your business.

This article covers why social media is essential for property managers, the benefits it brings, and how to build a strategy that works.

What is in the guide

Why social media matters for property management today
Benefits of social media for property managers
What defines a successful social media strategy in property management
Marketing a lifestyle, not just a listing
How to get started: build your social media foundation
Real-world proof: Social media success stories in property management
FAQs

Why social media matters for property management today

Social media has evolved into a vital component of modern property management. It's not just a marketing tool—it's a platform for operations, tenant engagement, and reputation building. Here's why it matters:

Tenant acquisition: With over 96% of renters starting their search online, and 45% of prospective renters checking a property's social media presence before deciding to book a tour, these platforms offer an efficient way to promote listings. Social media ads allow targeting by demographics, interests, and location, while retargeting campaigns keep properties at the top of mind.
Tenant retention: Real-time communication helps maintain satisfaction. This includes proactive alerts for maintenance, promoting resident-only events, and gathering feedback via polls or comments.
Brand credibility: A professional, consistent social media presence humanises your brand, especially in the AI era we currently live in. Showcasing staff, behind-the-scenes content, and community involvement reinforces transparency and approachability.
Community building: Platforms like Facebook and Instagram foster resident engagement through local stories, celebrations, and event recaps. Building a sense of belonging increases the likelihood of lease renewals.

According to the National Association of Realtors, 60% of real estate professionals say social media provides their highest ROI.

Benefits of social media for property managers

Each benefit directly supports your core business goals. Here's what a well-executed social media strategy can deliver:

1. Increase tenant acquisition and visibility

Social platforms like Facebook, Instagram, and TikTok allow you to:

Share vacancies in real time
Use targeted and retargeted ads to reach specific renter profiles
Highlight amenities, neighbourhood features, and virtual tours in appealing formats

Schedule from a centralised compose box in-seconds. Customise your posts for each platform by adding emojis, hashtags, mentions, and even specific post formats like Reels or Stories, all in one place.

2. Improve tenant retention through engagement

Ongoing engagement builds loyalty. Use social media to:

Post maintenance updates and community news
Share events and seasonal announcements
Promote resident surveys or feedback polls to drive participation

3. Build brand awareness and online credibility

A consistent brand voice and visual identity boost recognition and trust. Social media helps you:

Share testimonials and user-generated content
Promote your values, team members, and community initiatives
Handle reviews and feedback with professionalism

4. Foster a strong property community

Build a digital space where tenants feel connected to each other and your staff. Encourage:

Local tips and neighbourhood highlights
Resident appreciation posts
Shoutouts and contests to spotlight tenant experiences

What defines a successful social media strategy in property management

Success on social media requires intention, not just activity. A strong strategy includes:

SMART goals: Define Specific, Measurable, Achievable, Relevant, Time-bound goals (e.g., "increase leads by 20% in 3 months").
Defined audience: Segment by property type or vertical (student housing vs. luxury apartments).
Consistent posting: Use a content calendar to plan ahead and maintain momentum.
Analytics tracking: Use platform insights or tools like Sendible, Buffer, or Hootsuite to measure what works.
Resource allocation: Assign time, budget, and staff responsibilities. Social success requires ongoing input, not a one-off post.

Strategy isn't static. Social media success is a cycle: Plan → Execute → Analyse → Adapt.

Marketing a lifestyle, not just a listing

Today's renters aren't just looking for a space—they're seeking a lifestyle. That means your content should showcase:

Day-in-the-life moments at the property
Local businesses, parks, or attractions nearby
Staff spotlights and community involvement
Tenant spotlights, testimonials, and behind-the-scenes stories
Smart home features or amenities (e.g., "See how our smart thermostats save you money!")

Video content is especially effective: Posts with videos generate 1200% more shares than those with text and images combined.

Virtual tours and 3D walkthroughs are increasingly expected—88% of renters prefer listings that include them. Use short clips on Reels or TikTok for discovery and link full videos via YouTube or IGTV.

How to get started: build your social media foundation

If you're new to social media strategy or looking to refine your approach, building a solid foundation is key. While the core steps are universal, success in property management hinges on applying them with your unique audience and business goals in mind.

1. Define your SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound)

Don't just post for the sake of it. Clearly define what you want to achieve with social media. For property management, this could look like:

Acquisition: "Increase qualified rental inquiries by 15% via Instagram DMs in the next 6 months."
Retention: "Boost tenant participation in community events (measured by RSVPs/attendance) by 20% by end of Q4."
Brand awareness: "Grow our Facebook page followers by 10% and increase post reach by 25% within the next quarter."
Operational efficiency: "Reduce incoming maintenance calls by 10% by providing proactive social media updates on common issues or planned outages."

Track success with Custom UTM Parameters. Gather detailed insights into how different social media posts are driving traffic to your website.

2. Identify your primary audience(s)

Who are you trying to reach on social media? Your tenants are diverse, so your messaging should reflect that. Consider segmenting by property type or vertical:

Student housing: Focus on affordability, proximity to campus, social events, and amenities like study lounges or shared spaces.
- Platforms: TikTok, Instagram.
Luxury apartments: Highlight high-end amenities (concierge, gym, rooftop access), premium finishes, and lifestyle content that conveys exclusivity and comfort.
- Platforms: Instagram, Pinterest, Facebook.
Senior Living: Emphasise community activities, safety, accessibility features, and testimonials from happy residents/families.
- Platforms: Facebook, YouTube for virtual tours.
Commercial Spaces: Showcase location benefits, unique architectural features, tenant success stories, and networking opportunities.
- Platforms: LinkedIn, professional Facebook groups.

Understanding their demographics, pain points, and what they seek in a home or business space will guide your content.

3. Choose 2-3 core platforms based on audience demographics and content type

You don't need to be everywhere. Focus your efforts where your target renters and tenants spend their time and where your content can shine.

Facebook: Ideal for community building, event promotion, detailed property listings, and reaching a broad demographic, especially families and older adults. Great for resident groups.
Instagram: Visually driven, perfect for showcasing high-quality photos and videos of units, amenities, virtual tours, and lifestyle content. Strong for younger demographics and luxury properties.
TikTok: Excellent for short, engaging video content, behind-the-scenes glimpses, "day in the life" at the property, and reaching Gen Z and younger millennials for student or modern living.
YouTube: Best for longer-form video content like comprehensive virtual tours, neighborhood guides, and tenant testimonials.
LinkedIn: Essential for commercial property management, networking with businesses, and showcasing your team's professional expertise.

4. Create a content calendar to stay consistent

Consistency builds trust and keeps your properties top-of-mind. A social media content calendar helps you plan posts in advance, ensuring a steady flow of diverse content.

Monthly themes: E.g., "August: Back to School Move-In Tips," "October: Fall Resident Events."
Weekly content pillars: Mix property spotlights (vacancies, amenities), community engagement (local events, polls), maintenance tips, tenant appreciation, and staff highlights.
Key dates: Plan content around holidays, lease renewal deadlines, or local community events.
Tools: Use simple spreadsheets or dedicated social media management tools like Sendible, Buffer, or Hootsuite to schedule posts and collaborate.

Use a feature like Sendible's Smart Queues to schedule content that is not time-sensitive. By adopting the evergreen content strategy, you'll be able to plan months ahead and ensure consistency across social media channels. For example, topics like maintenance tips are perfect for scheduling ahead of time.

5. Track key metrics and analyse what works

Social media isn't guesswork. Use analytics to understand your performance and refine your strategy. Every major platform offers built-in insights (e.g., Facebook Insights, Instagram Analytics), or, if you'd like to handle everything from one dashboard, you can use a social media management tool like Sendible.

Access social media data in one place. From a one-click overview of engagement across selected channels to in-depth insights and branded reports, Sendible’s Report Hub has it all.

Engagement Rate: Are people liking, commenting, sharing, and saving your posts? High engagement indicates your content resonates.
Reach and impressions: How many unique users saw your content, and how many times was it seen? This measures visibility.
Click-Through Rate (CTR): For posts with links (e.g., to a vacancy listing or tour booking page), what percentage of viewers clicked? This indicates interest and lead generation potential.
Conversion Rates: Are your social efforts translating into desired actions like tour bookings, completed applications, or lease renewals? This is your ultimate ROI metric.
Audience Growth: Are you attracting new followers who fit your target demographic?

Building this foundation ensures your social media efforts are strategic, targeted, and measurable, leading to tangible results for your property management business.

Real-world proof: Social media success stories in property management

Social-first marketing isn't just theory—it works. Here are real-world examples demonstrating how property management businesses are leveraging social media to achieve measurable results, from building community to attracting new residents and owners.

RL Property Management (Peter Lohmann): Authority and relatability on X (Twitter)

Source: @pslohmann

The Strategy

Peter Lohmann, CEO of RL Property Management, has built a significant personal brand on X (formerly Twitter), amassing over 21,000 followers. His approach blends authentic connection to the property management space with his industry expertise. He shares granular details of his company's operations, tech stack, and candid insights into the daily realities of property management. This open-book approach establishes trust and positions him as a relatable thought leader.

The Impact

Lohmann's content fosters a strong community among industry professionals and potential clients. His high engagement demonstrates the power of authenticity and a willingness to share knowledge, which ultimately translates into brand credibility and lead generation for RL Property Management.

Key takeaway: Executive thought leadership, when authentic and consistently applied, can be a powerful social media strategy for building trust and attracting business.

Greystar Real Estate Partners: High-quality visuals and lifestyle marketing

Source: Greystar

The Strategy

As a global leader, Greystar invests heavily in high-quality visual content. Their social media channels, particularly YouTube and Instagram, feature beautifully filmed videos and aspirational imagery showcasing their properties, amenities, and the lifestyle residents can expect.

This focus on premium visuals helps them attract high-value prospects and effectively market their diverse portfolio. Greystar maintains an extensive online presence, with over 250,000 followers on Instagram alone, demonstrating an engagement rate exceeding 6%. In 2022, they launched virtual tours for over 80% of their listings, resulting in a 25% increase in online inquiries.

The Impact

Greystar's visually rich content attracts a broad audience, effectively communicating the value and experience of living in their communities. Their strong follower counts and engagement rates across platforms indicate successful brand building and lead generation efforts on a large scale.

Key takeaway: Investing in professional photography and video content, especially virtual tours, is crucial for showcasing properties and attracting a discerning audience.

StuyTown Apartments: Community-centric storytelling on Instagram

Source: @stuytown

The Strategy

StuyTown, a massive residential community in NYC, excels at using Instagram to create a strong sense of place and community. Their content goes beyond just showing apartments; it highlights the lifestyle within the complex and the surrounding neighbourhood. They share updates on their sustainability initiatives (like solar power), local recommendations, images of the property's green spaces and wildlife, and events, giving followers a true "day in the life" feel.

The Impact

By focusing on the lived experience and community aspects, StuyTown fosters loyalty among current residents and appeals to prospective tenants seeking more than just a unit—they're looking for a vibrant neighbourhood. This deep engagement builds a stronger brand connection.

Key takeaway: Emphasise community and lifestyle over just property features. Show what it's truly like to live there, including local tips and shared experiences.

Home Ladder (video series "Chaos and Disorder"): Relatable humour and problem/solution

Source: Home Ladder

The Strategy

Home Ladder has made a mark with their "Chaos and Disorder" video series, primarily on platforms like Facebook Reels. Instead of dry explanations, they use humor to address common, relatable challenges faced in property management. This creative approach helps them stand out in a crowded market by making complex issues digestible and entertaining. The co-founders, Travis Bohling and Brandon Graham, are known for their focus on "putting people and value first," which resonates in their content.

The Impact

This unique, entertaining content generates high engagement and helps Home Ladder connect with both property owners and potential clients on a more personal, memorable level. It positions them as innovative and approachable problem-solvers.

Key takeaway: Don't be afraid to think outside the box with your content. Using humour and addressing common pain points in a relatable way can significantly increase engagement and brand recall.

FAQs

What is the best social media strategy for property management?

The best strategy is data-driven and tailored to your audience. Define your goals, choose the right platforms, and post consistently with high-quality, engaging content that showcases your properties and community.

How can social media help me get more tenants?

Social media expands your visibility, allows you to target ads to ideal renters, and helps build trust through testimonials, virtual tours, and lifestyle-focused posts.

Is social media worth the cost for property managers?

Yes. With high ROI, better lead quality, and improved tenant communication, social media is one of the most cost-effective marketing tools for property managers—especially when supported by tools like Sendible.

Final thoughts

Social media has become essential to property management marketing and operations. With the right strategy, tools, and content, you can:

Attract better leads
Build lasting tenant relationships
Strengthen your brand online

Looking ahead, social media will only become more integral as AI tools evolve, platforms introduce new ad formats, and renters demand instant, personalised communication.