Social Media Content Calendars for Property Managers: Plan Better, Post Smarter

Juggling multiple properties, diverse platforms, and distinct teams can make social media feel like an unmanageable beast. For property managers, a social media content calendar isn't just about getting organised; it's a strategic powerhouse that helps you stay consistent, save valuable time, and drive genuinely measurable results across all your locations.

This guide will walk you through building a centralised content calendar perfectly tailored to your property types and marketing goals. We'll cover smart planning tips, provide ultra-specific content ideas, and show you how tools like Sendible can elevate your strategy, especially for multi-location portfolios.

Why do property managers need a social media content calendar?

A well-thought-out calendar transforms those frantic, last-minute "what should we post?!" moments into a consistent, high-performing content strategy. Whether you're overseeing swanky luxury apartments, bustling student housing, sleek commercial spaces, or a mix of everything, the right content calendar is your secret weapon. It helps you:

• Ensure consistency across all your locations and channels, maintaining a cohesive brand voice for every property.
• Improve collaboration between your centralised marketing team, on-site leasing teams, and property managers, ensuring everyone's on the same page, no matter their location.
• Align content seamlessly with seasonal campaigns, local events, crucial leasing cycles, and even specific property promotions.
• Save time (and your sanity!) by allowing you to batch content creation and schedule posts well in advance.
• Reduce stress and creative burnout, making social media marketing feel less like a chore and more like a strategic advantage for your entire portfolio.

What should a property management content calendar include?

Your calendar needs to be a comprehensive hub for planning, publishing, and tracking posts across every platform and for every property. Here are the essential components to include:

• Date and time of post: Pinpoint exactly when your content goes live.
• Platform: Specify whether it's for Facebook, Instagram, LinkedIn, TikTok, or another channel.
• Location/property: Crucially, identify which specific property or location this content is for. This is vital for a centralised calendar!
• Content theme or goal: Define the purpose (e.g., tenant engagement: local business spotlight; promotion: virtual tour of new 2-bed unit at "The Lofts").
• Content type: Is it a photo, video, Reel, Story, or carousel?
• Post caption or script: Craft your compelling text here.
• Image/video asset: Note which visual will accompany the post.
• Call-to-action (CTA): What do you want people to do next? (e.g., 'DM us for a tour', 'RSVP to our resident event', 'Click to see floor plans').
• Status: Keep track of its lifecycle (draft, scheduled, approved, published).
• Performance metrics: Leave space to jot down key analytics for later review.
• Team/approver: Who is responsible for creating/approving this post?

Should property managers plan content monthly or weekly?

Both monthly and weekly planning have their merits – in fact, many savvy property managers use a clever hybrid model that maximises efficiency.

Monthly Planning: Best for long-term campaigns, seasonal initiatives, and budgeting.

• Mapping out big campaigns like lease-up specials for new buildings.
• Planning for seasonal content (e.g., "back-to-school" for student housing, festive holiday tie-ins for all properties).
• Aligning with quarterly performance reporting cycles and budget allocation.
• Outlining evergreen content queues (more on this below!).

Weekly Planning: Best for reactive content, specific engagement, and real-time updates.

• Scheduling immediate maintenance updates or amenity closures.
• Crafting timely polls, questions, or engagement posts based on current events or resident feedback.
• Jumping on trending audio or memes to keep your properties relevant.

How can evergreen content improve property social media?

Evergreen content is timeless, relevant content that provides ongoing value to your audience, regardless of when it's posted. Think of it as content that never goes out of style. For property managers, this is a goldmine for ensuring consistent, valuable posts without constant daily creation.

Why evergreen content matters:

• Saves time: Create it once, and it works for you repeatedly.
• Ensures consistency: Keeps your feed active even during busy periods.
• Provides ongoing value: Continuously educates or engages your audience.

Examples of evergreen content for property management:

• Maintenance tips: "How to prevent common plumbing issues," "Smart thermostat hacks," "Winterising your patio."
• Leasing FAQs: "What's the application process like?," "Understanding pet policies," "What credit score do I need?"
• Smart home tech how-tos: "Connecting your smart lock," "Troubleshooting smart lighting."
• Local area insights: "Top 5 coffee shops near [Property Name]," "Best dog parks in [Neighbourhood]," "Hidden gems in [City]."
• Moving & settling in tips: "Packing essentials checklist," "Tips for a smooth move-in day," "Decorating your first apartment."
• Resident perks & amenities: "How to book the gym," "Tips for using the co-working space."

Leveraging Sendible's Smart Queues for evergreen content

This is where Sendible truly shines for property managers, especially those managing multiple locations. Sendible's Smart Queues are perfect for evergreen content because they allow you to:

1. Schedule once, post forever: You load your evergreen content into a Smart Queue, defining when and how often posts should go out (e.g., "Every Monday at 10 AM, post a maintenance tip").
2. Ensure consistency automatically: Once your queue is populated, Sendible handles the rest, automatically publishing your content at the set times to selected social media profiles (or lists of hundreds of profiles). This guarantees your properties always have fresh, valuable content going out, even when you're busy.
3. Automated recycling: The magic of Smart Queues is their "recycle" feature. Once your queue runs through all its scheduled evergreen posts (e.g., after 60 unique maintenance tips have been published), it can automatically start republishing them from the beginning. This means you can populate a queue with 60 weeks of content, and after 60 weeks, it will seamlessly restart, providing continuous, valuable content far into the future without manual intervention.

Which social media platforms are best for property managers?

Your target demographic and property type should dictate your platform focus. Here are some tailored examples.

Instagram and TikTok (visual and engagement-focused)

• Best for: Luxury apartments, student housing, modern urban rentals, properties targeting younger demographics.
• Content: High-quality virtual tours, "day in the life" of a resident, amenity spotlights (pool, gym, co-working spaces), trending audio Reels showcasing unit features or local vibes, "before & after" renovation reveals, resident event recaps. Think visually appealing, short-form video.
• Example: A luxury apartment complex might use Instagram Reels to showcase a newly renovated penthouse unit with a voiceover highlighting premium finishes and smart home features. Student housing could leverage TikTok for fun "move-in day hacks" or "dorm room decor inspiration."

Facebook (community and information hub)

• Best for: Family-friendly communities, active adult living, mixed-use developments, broad local engagement.
• Content: Resident event invitations and photos, local business partnerships, important community announcements (maintenance, office hours), long-form tenant success stories, local market updates, polls (e.g., "What's your favourite local pizza spot?"). Strong for building community.
• Example: A family-oriented apartment complex could host a "Summer BBQ RSVP" event on Facebook and share photos from it afterwards, tagging local businesses they collaborated with.

LinkedIn (professional and commercial)

• Best for: Commercial properties, office spaces, retail leasing, property management companies recruiting talent, B2B engagement.
• Content: Industry insights, market trends, success stories of commercial tenants, "available office space" highlights, company culture posts, thought leadership from property managers, virtual tours of commercial units.
• Example: A commercial property manager might share an article on LinkedIn about the latest trends in office design, linking it to available smart office spaces within their portfolio.

What are the best content ideas for property management social media?

Move beyond broad categories. Here are hyper-specific social media content pillars designed for property management:

What tools help manage multi-location property social media?

There's no single "best" calendar format; it's all about what works for your team's workflow and budget, especially when managing multiple properties.

• Google Sheets/Excel: Simple, universally accessible, and fantastic for sharing and customising. Great for smaller portfolios or starting out. You can create separate tabs for each property or use a "Location" column for a centralised view.
• Notion/ClickUp: Robust project management tools that excel at cross-functional collaboration, task assignment, and rich content integration. Ideal for growing teams or complex workflows where you need to track tasks across multiple properties. (And with Zapier integration coming soon to Sendible, you'll be able to quickly transport your planning to our social media management tool).
• Social media management platforms (like Sendible): These platforms combine planning, content creation, approvals, and direct publishing all in one neat package. If you're managing multiple locations or need streamlined approval workflows, these are invaluable. They help you:
  • Create and assign posts across various properties effortlessly.
  • Utilise shared content libraries, ensuring brand consistency across your entire portfolio.
  • Apply tags to automate personalisation (e.g., local amenities, specific addresses for each property).
  • Schedule content across different time zones and platforms with ease.
  • Streamline approval workflows so your centralised marketing team can review content from on-site teams before it goes live.
  • Crucially, manage evergreen Smart Queues for consistent, automated posting.

How can property managers stay consistent on social media?

Even the busiest property manager can master content consistency with a few smart tactics:

1. Batch create your visuals and captions: Instead of daily scrambling, dedicate a block of time each week or month to photograph new units, capture amenity videos, or write captions for common scenarios (e.g., 'Move-in Monday,' 'Pet-friendly Friday'). Do this for all your properties at once where possible.
2. Repurpose content across platforms and properties: That fantastic virtual tour video you have on YouTube for "The Lofts"? Chop it into short, punchy 'Reels' highlights for Instagram or TikTok. Transcribe a helpful video on "maintenance tips" into a blog post, then pull out key quotes for X (Twitter) and Threads snippets and add it to an evergreen Smart Queue for all relevant properties. Work smarter, not harder!
3. Build reusable templates: Design graphic templates for "available units," "resident event reminders," "maintenance alerts," or "holiday greetings." This way, you just plug in new info specific to each property, saving heaps of design time.
   
4. Use reminders for key seasonal campaigns: Set alerts for upcoming holidays, lease renewal seasons, or local community festivals well in advance for all your properties so you're never caught off guard.
5. Leverage Smart Queues: As discussed, populate evergreen content into a Smart Queue using a tool like Sendible. This ensures a consistent flow of valuable content (like maintenance tips, leasing FAQs, local spotlights) goes out automatically, day after day, for each relevant property without manual intervention.
6. Outsource when needed: Don't be a hero trying to do it all. If video editing or high-end graphic design is draining your time, or if managing multiple property accounts is overwhelming, consider outsourcing these tasks or investing in a robust social media management platform.

Can I see examples of property management content calendars?

Ready to take control of your social media? Get started today with our pre-built, customisable calendar template designed specifically for multi-location property management teams. It includes:

• A clear monthly view for strategic planning.

• Detailed weekly planning tabs for daily execution.

• Sample post ideas tailored by vertical (student, luxury, senior, commercial).

• Built-in columns for essential performance tracking.

Key takeaways for property management social media

Whether you’re running a small, boutique portfolio or managing hundreds of units across diverse property types, a centralised content calendar brings clarity, saves time, and ensures you show up consistently for your tenants and prospects.

It’s truly the foundation of any sustainable social media strategy – and one of the easiest ways to take back control of your marketing across all your properties.

FAQs about property social media calendars

Why do property managers need a social media content calendar, especially for multiple locations?

A social media content calendar helps property managers ensure consistent posting across all properties, align content with specific leasing cycles and promotions, save time through organised, centralised planning, and improve team collaboration, all of which drive better marketing results and a cohesive brand presence.

What are the essential elements of a property management social media calendar?

Key elements include the post date and time, chosen platform, specific property/location, content theme or goal, the actual caption/script, the visual asset (image/video), a clear call-to-action, a status tracker (draft, scheduled, published), and space for performance metrics.

How often should property managers plan their social media content?

Many property managers use a hybrid approach: planning major campaigns and evergreen content queues monthly, then detailing daily or weekly posts. This balances long-term strategy with the flexibility for real-time updates and ensures continuous content flow.

What tools are best for property management social media calendars, particularly for multi-location use?

Simple options like Google Sheets or Excel are great for customisation and sharing. For more complex needs and multi-location management, tools like Notion or ClickUp offer robust collaboration features. Dedicated social media scheduling platforms like Sendible are ideal, as they combine planning, approvals, direct publishing, and the power of Smart Queues for evergreen content, allowing you to manage multiple properties efficiently from a single dashboard.

How can a content calendar help with tenant retention?

By planning regular, engaging content like community event promotions, maintenance updates, tenant appreciation posts, and feedback polls, a content calendar helps property managers consistently foster a sense of community and keep residents satisfied, increasing the likelihood of renewals and positive word-of-mouth. This can be tailored to each specific property's resident needs.