The 2025 Denver Digital Summit delivered more than just buzzwords and breakout sessions, it offered a glimpse into where digital marketing is heading and what that means for social teams in the multifamily space. With new AI tools reshaping content discovery, short-form video dominating attention spans, and audiences craving authenticity over polish, the pressure’s on for marketers to adapt, and fast.

If you’re managing digital strategy across multiple properties, juggling social, SEO, paid media, ILS listings, and reporting to leadership, this one’s for you. These five takeaways are high-impact and actionable, giving your organic social program fresh direction without burning out your team.

1. Treat Social Posts Like Search Engines

Your renters are using TikTok, Pinterest, and Reddit just like Google.

This session from The Social Lights shared new data showing renters use TikTok, Pinterest, and Reddit much like Google. Instead of Googling, they’re asking questions like:

  • “What’s it really like living in [apartment name]?”
  • “Quietest neighborhoods near downtown Denver?”
  • “Best places to rent with pets near Cherry Creek?”

You’re no longer just competing in a social feed, you’re competing for search visibility inside these platforms. Craft posts that answer those questions, pair captions with clear keywords, and use short-form video plus alt text for on-screen copy. Treat every reel or pin as searchable content. 

  • Write captions with keyword intent (e.g., “2-bed apartments with balcony near Sloan’s Lake”)
  • Use text overlays to give content more searchable context
  • Add alt text wherever platforms allow (Instagram, Pinterest)
  • Answer questions directly in videos or carousel slides

Pro tip: Ask your leasing team for the 10 most common pre-tour questions and turn each into a TikTok or Instagram Reel.

2. Build Community Through Emotion

Emotion drives engagement, and helps your property stand out in a crowded market.

In a fireside chat, the founders of WeRateDogs and the Denver Broncos VP of Communications emphasized one thing: content that sparks joy, empathy, or pride drives follow-through.

People don’t follow brands. They follow feelings.

Multifamily communities often overlook this. Your audience isn’t just looking for “modern kitchens” or “resort-style pools”, they want to feel something. They want to know: “Would I be happy here?”

How To Spark Emotion In Your Content

  • Share resident stories: move-in wins, adoption day photos, surprise proposals
  • Highlight the people behind the brand: your leasing agents, maintenance heroes, community managers
  • Focus on lifestyle, not just amenities (e.g., a photo of a resident baking in their kitchen is more engaging than a stock photo of the kitchen itself)

Pro tip: Start a content series called “Life Here” that features one resident or team member every week with a short caption and candid photo.

3. Post Less. Plan Smarter.

Volume doesn’t equal visibility. Context wins.

Spotify’s Jenny Haggard made the case for strategy over saturation. She encouraged marketers to dig deeper into what their audience really wants, rather than flooding feeds with generic content.

In multifamily,  that means spotlighting what sets a community apart instead of posting every amenity on repeat. Not every amenity needs a post. Not every holiday needs a graphic. Not every Monday needs a meme.

  • Build your calendar around renter behavior, leasing season trends, local events, seasonal needs
  • Let your community’s unique culture drive your creative (dog-friendly hiking trails > valet trash)
  • Use analytics to double down on what works, not what fills space

Pro tip: If your rooftop views drive 80% of your engagement, create a recurring “Views from [Community Name]” series.

4. Your Best Influencers Might Be Your Leasing Team

People trust people, not logos.

Brand advocacy expert Thea Neal laid out a strong case: Your employees can create content that feels more authentic, relatable, and effective than paid influencer posts. And in multifamily, you’ve got an entire team of potential creators. 

Leasing agents can film quick walkthroughs, a groundskeeper might share pollinator-garden tips, and corporate staff can celebrate professional milestones on LinkedIn.

How Your Influencers Can Help

  • Let leasing agents film “day-in-the-life” TikToks or property walkthroughs
  • Encourage your maintenance team to share tips on resident care or behind-the-scenes moments
  • Get your regional or corporate team posting wins and culture moments on LinkedIn

Make it easy:

  • Provide templates for Instagram stories or short scripts
  • Offer quarterly shout-outs, small gift cards, or internal recognition for participation
  • Create a branded hashtag your whole team can use

Pro tip: Set a monthly goal (e.g., 3 team-created videos) and share results company-wide to build momentum.

5. Structure Your Content for AI, and Humans

Search expert Grant Simmons explained how Google’s AI and platforms like ChatGPT are starting to pull answers from content that’s structured and easy to interpret. If your property pages aren’t formatted correctly, you’re missing out on “zero-click” searches and voice queries.

Optimize Your Website With These Format Tips

  • Use clear headings (H2s, H3s) for each amenity, floor plan, and feature
  • Break long blocks of text into bullets or numbered lists
  • Add alt text to all images with keywords and descriptions
  • Incorporate localized FAQ sections on your site pages

Instead of “Pool and gym available for residents.” try: Amenities at [Community Name]:

  • Heated saltwater pool
  • 24/7 fitness center with Peloton bikes
  • Outdoor lounge with firepits

Pro tip: Ask ChatGPT to summarize your website. If it doesn’t pull accurate info, that’s a sign your content needs restructuring.

TL;DR: What to Implement First

If you’re feeling the pressure to do more with less, or make organic social “prove itself”, these five tactics will help you lead the conversation and boost performance.

Try This 30-day Plan

  • Week 1: Turn your top FAQs into social content with searchable captions
  • Week 2: Post a resident moment with emotional appeal
  • Week 3: Audit your calendar and remove filler posts, add more strategic content
  • Week 4: Ask one team member to create a quick video for Instagram or TikTok

Then measure. What gets the most saves? Shares? Tour requests? Use that data to inform next month’s strategy.

Ready to Turn Insights into Action?

At Digible, we help busy multifamily marketing teams unlock smarter, higher-performing organic social strategies, without adding more to your plate. 

Book a Free Strategy Session with Our Social Media Team

Let’s make your social feed work as hard as you do.

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