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