property-management-best-practices
Social Media Tips for Property Managers: Building an Online Community
Zac Maurais
8 minutes
Platform
Best Uses
Updates, events, community groups
Property photos, Stories, Reels
Professional insights, networking
TikTok
Short videos, property tours
Design and renovation ideas
Social media helps property managers connect with tenants, boost reputation, and attract new renters. Start small, stay consistent, and focus on building relationships online.
Once you understand the benefits of building an online community, the next step is choosing the platforms that align with your goals.
Different platforms serve different purposes. Knowing their strengths helps you create a better engagement strategy.
Platform
Key Features
Best Uses for Property Managers
Community groups, marketplace listings, targeted ads
Resident updates, virtual tours, local events
Visual storytelling, Stories, Reels
Property showcases, amenity highlights, resident spotlights
Professional networking, thought leadership
Owner outreach, industry insights, team achievements
TikTok
Short-form videos, trending content
Property tours, maintenance tips, community events
Visual boards, searchable content
Design inspiration, renovation ideas, neighborhood guides
Interestingly, 53% of realtors say social media is their top marketing tool [4].
The key to success is picking platforms that match your audience and strengths. Sarah Chen, a digital marketing expert at Buildium, puts it best:
"Not all social media networks are created equal, and choosing wisely can make your online presence more effective and targeted." [4]
Here are some factors to think about:
Match your platform choice to your property type. For instance, luxury apartments thrive on Instagram's visual focus, while Facebook's flexibility works well for mixed-use properties. Use analytics to fine-tune your approach.
Creating engaging social media content helps build a connected community. Here's how you can craft posts that resonate with your audience and strengthen relationships with tenants.
Top-performing property managers use a mix of content types to serve various purposes:
For instance, Property Management, Inc. saw an 88% boost in pages per session through their social media efforts [1]. They achieved this by blending high-quality property showcases with authentic community-focused content.
To craft content that appeals to both current tenants and potential renters, consider these strategies:
"Facebook is less about marketing and sales and more about conversations and relationships." [5] - Upkeep Media
These strategies not only help showcase your property but also create meaningful engagement. For example, ExpressIt Delivery saw a 232% increase in traffic after adopting this approach [1]. Similarly, Reynolds reported a 71% rise in conversion rates by optimizing their content based on data insights [1].
Engaging your audience actively is key to building a vibrant online community. Research shows that 80% of customers expect a response on social media within 24 hours [7]. Here’s how you can encourage participation and enhance your community’s involvement.
Spark conversations and get your community talking with these ideas:
Handling comments effectively is crucial, especially since 70% of apartment renters rely on online reviews [6].
For positive comments:
For negative comments:
"A negative review isn't going to ruin your business, but how you respond to it could." - Mark Brower, Owner of Mark Brower Properties & Triple Win Mentor at Second Nature [6]
Interestingly, 86.2% of renters prefer seeing a mix of positive and well-handled negative reviews rather than just glowing feedback [6]. This balance shows authenticity and builds trust with both current and potential residents.
Tenant-generated content can significantly boost trust and engagement. Here’s how to incorporate it:
Always get permission and credit the contributors. This kind of content acts as powerful social proof for potential renters while strengthening the bond among current residents. When done well, it can lead to higher engagement and a stronger sense of community.
Once you’ve got engaging content and active participation sorted, it’s time to measure your results. Keeping an eye on key metrics is essential for effective social media management. Considering that 87% of apartment hunters rely on online resources during their rental search [8], property managers need to track the right data to stay competitive.
Here are the data points you should focus on to evaluate your social media efforts:
These metrics will help you refine your content and engagement strategies over time.
Simplify your social media management by using these tools:
Tool Purpose
Recommended Solutions
Key Features
Analytics & Reporting
Sentiment analysis, competitor tracking
Review Management
Review monitoring, response templates
Content Scheduling
Multi-platform scheduling, team tools
Social Listening
Real-time alerts, trend tracking
Use your social media data to make smarter decisions:
"Oftentimes, social media marketing is trial and error, so don't get discouraged."
– Marci Rankin, Head of Commercial Real Estate Marketing at JPMorgan Chase [2]
Effective property management on social media hinges on using the right platforms, creating engaging content, and staying on top of performance metrics. Focus your efforts where your audience is most active to make the biggest impact.
Here are the key strategies:
Turn these strategies into actionable steps with this simple plan:
Time Investment
Action Items
Expected Outcome
Day 1 (5–10 mins)
Set up Facebook and LinkedIn accounts
Establish a basic online presence
Week 1 (2–3 hrs)
Create a content calendar
Organize your posting schedule
Week 2 (1–2 hrs/week)
Begin regular posting
Build consistent engagement
Month 1 (30 mins/day)
Monitor and respond to engagement
Foster community interaction
By following these steps consistently, you'll build a strong and engaged online community.
"Choose your platforms carefully and don't overcommit; it's more important to post regularly on a limited number of platforms than to post sporadically on a lot of them." – Grace Hill [3]
"Potential residents want to see what life will be like at the property and are most interested in content that showcases the lifestyle of the community. A quick, 15-second video can capture the essence of the property and the attention of a prospect." [2]
Social media marketing is all about trial and error. Stay open to experimenting and adjust your approach based on what resonates most with your audience.
See how Utility Profit works in 1 minute
