How to Build a Winning Social Media Strategy That Drives More Leases

March 6, 2025
Organic Social Media

Let’s be honest, multifamily marketing is more competitive than ever. Renters are no longer relying solely on ILS listings or property websites. They’re searching Instagram, TikTok, and Facebook before they even book a tour. And if your social media presence isn’t making an impression? You’re losing leases to properties that are doing it right.

Social media isn’t just a nice-to-have anymore, it’s a critical lead-generation tool that can fill units faster and more cost-effectively than almost any other channel. But let’s be clear: randomly posting pictures of your pool and hoping for the best won’t cut it.

So, how do you build a high-converting social media strategy that actually drives leases? Let’s break it down.

Not all social platforms are worth your time. Here’s where multifamily properties need to be active:

📍 Instagram & Facebook (Your Bread & Butter)

Why it works: Instagram and Facebook remain the most high-impact platforms for apartment marketing. Renters check Instagram for property aesthetics and Facebook for reviews & community vibes.

Winning strategy:

Post resident testimonials, property tours, and move-in specials.
Use Instagram Stories & Facebook Groups to interact with prospects in real-time.
Run retargeting ads for website visitors who didn’t schedule a tour.

📍 TikTok (The Renter Goldmine)

Why it works: TikTok is no longer just for Gen Z. It’s a powerhouse for authentic storytelling and reaching renters in the research phase.

Winning strategy:

Post “A Day in the Life at [Property Name]” showcasing amenities and resident experiences.
Use trending sounds to boost discoverability.
Feature resident-generated content to build social proof.

📍 LinkedIn (For Attracting High-Income Renters & Corporate Housing)

Why it works: LinkedIn is an underrated but high-value platform for positioning your property as a premium living space for professionals.

Winning strategy:

Post about luxury amenities, flexible lease options, and WFH-friendly spaces.
Run targeted LinkedIn ads to professionals relocating to your area.

Step 2: Content That Rents Apartments (What to Post & Why)

Posting pretty photos isn’t enough, you need content that speaks to renters. Here are the most engaging and high-converting content types:

Why it works: Future renters trust real people more than polished marketing.

Ask residents to share why they love living at your property (video testimonials are GOLD).
Showcase before-and-after move-in experiences.
Post Google reviews as eye-catching Instagram graphics.

✅ Behind-the-Scenes Content (Show Personality)

Why it works: Renters want to see who they’ll be interacting with.

Introduce your team with fun Q&A posts.
Show maintenance teams in action (residents LOVE knowing who keeps their home running).
Post about community events, pet-friendly spaces, and day-to-day life.

✅ Interactive Content (Get Renters Engaged)

Why it works: Social media is a two-way conversation.

Polls: “Poolside or Rooftop BBQ – Which Would You Choose?”
Quizzes: “What’s Your Apartment Style?”
Q&A Sessions: Answer common leasing questions in Instagram Stories.

✅ Move-In Specials & Limited-Time Offers (Create Urgency)

Why it works: FOMO (Fear of Missing Out) drives action.

Post a countdown timer for limited-time leasing offers.
Highlight price drops & exclusive move-in incentives.
Run flash leasing promotions on Facebook & Instagram ads.

Want even more post ideas? Check out our blog 30 Apartment Social Media Post Ideas to Increase Engagement & Leases for more proven social media marketing ideas!

If organic social media is your brand awareness play, paid social is your conversion engine. Here are a few different ad types for you to try.

🎯 Retargeting Ads (Convert Renters Who Are Already Interested)

Show ads to people who visited your website but didn’t book a tour.
Use dynamic floor plan ads to highlight available units.

💰 Lead-Generation Ads (Fill Your Pipeline Faster)

Run Facebook & Instagram Lead Ads that let renters submit inquiries without leaving the app.
Target renters who are actively searching for apartments in your area.

📊 A/B Testing (Find What Works & Scale It)

Test different ad creatives, offers, and CTA buttons to optimize performance.
Track results weekly and adjust your budget toward the best-performing ads.

Need help getting the reach your organic social campaigns have been missing? Head over to our paid social strategy page to learn more about Digible’s data driven, Fair Housing Act compliant social ad strategy.

Step 4: Measure What Matters (Tracking Success & Optimizing)

Without tracking, you’re flying blind. Here’s what to measure:

📊 Engagement Metrics: Saves, shares, and comments = High-intent renters interacting with your brand.

📈 Click-Through Rate (CTR): High CTR? Your ads & content are working. Low CTR? It’s time to adjust your targeting or creative.

🏡 Leads & Leases Generated: Track how many leasing inquiries & tours come directly from social media. Identify the platforms that drive the best cost-per-lease.