$100K Lease-Stakes 
Picture this: A resident’s apartment lease expires soon, and they are thinking about moving or whether it’s easier to stay put. How do they see what else is out there, whether it’s close to home or in a new city? Apartment websites are an obvious choice, but what is another? Social media.
Social media is a powerful tool, as it can reach vast amounts of people and lead them (pun intended) through your marketing funnel to become a new resident of your apartment community, or at the very least, a new follower on your social channels.
Let’s chat more about why having organic social media channels for apartment communities is essential in building reputation and moving from lease-up territory to stable occupancy.
Why Organic Social Media Is Essential for Apartment Communities
Real-Time Updates
Social media evolves quickly. Having a space to post more in real-time, whether that’s Instagram stories or reels focused on resident events, gives flair to what would be a monotonous cycle of outdated website content. Also, posting in real-time gives opportunities for taking on trends that come and go in the blink of an eye. The saying “strike while the iron is hot” definitely applies here.
When You’ve Seen One, You’ve (Not) Seen Them All
Whether it’s a new community or a longstanding favorite in the area, spotting the differences in apartments is essential in choosing the right one. Thinking about the desires of potential residents is important when posting to social media as an apartment community. New couches in the resident lounge? Agility course in the dog park? Post it! You never know, it could be the deciding factor for someone looking to move.
Showcasing a Lifestyle
Floor plans and amenities are important, but what really sells an apartment is the lifestyle it offers. Posting on social media can illustrate a quiet morning on the balcony, or pups playing at the community dog park. Give people the chance to picture themselves living there before they even have a chance to schedule a tour.
New Address, Who’s This?
Apartment communities are being built left and right, with different amenities and neighborhood features. Want it to stand out and build interest? Creating a social page for a community that’s still in the construction phase gives you a prime opportunity to show potential residents what they have to look forward to once tours and leasing begin.
This is more important now than ever before. U.S. apartment supply hit a record high in 2024, with net inventory growing by over 3%, according to RealPage. In a market where supply is rapidly outpacing demand, early brand awareness matters. Posting construction updates, rendering photos, and neighborhood spotlights can help you stay ahead of the curve—and the competition.
Let’s Get Connected
Social media isn’t just for attracting new residents—it’s also about keeping your current ones happy. Food truck nights, spotlighting pets and sharing community updates helps build camaraderie. A consistent social feed can make residents feel like they’re part of something more than just a lease.
Modern Word-of-Mouth
When residents share your content or tag the community in posts, this organically expands reach, and encourages a stronger social media presence. So many people look for reviews before purchasing a product, and that is no different from signing an apartment lease. Having positive user-generated content on social media is powerful and resonates more than traditional marketing (offline media) on its own.
Visuals Win
Social media platforms thrive on visuals, and apartment hunting aligns with that. An Instagram reel showing off amenities or unit finishes will do more than a bullet-point list, especially for prospective residents who are looking to move cross-country or even from the next town over. Visibility is key, as those who live further away from the community will not drive past it to look on their way to work or run errands. Expanding reach can be accomplished through social media.
The Bottom Line: Social Media Drives Leases & Builds Community
In summary, there’s one question on whether apartment communities should have social media channels: Why not?
There’s so much opportunity to showcase what’s special about each and every community, and to be able to update in real-time and show consumers what that is, will lead to new residents and leases signed.
At Digible, our Organic Social offering provides best-in-class content strategy, increasing brand reputation and exposure for the multifamily industry. Learn more about us here.
