If used appropriately, social media can be an extremely effective tool to market your multifamily community. It’s no longer considered sufficient to just post consistently, comment, and respond to fans when it comes to social media marketing. It’s a matter of knowing who your audience is, what types of content they engage with the most, and how to effectively deliver posts and messaging. Let’s dig in on how to sell your community and keep your residents engaged utilizing the top current social media platforms, Facebook and Instagram.

Know Your Audience, and What Works for Them

In order to effectively communicate with your audience, you need to be aware of who they are and what interests them. Check out the demographics for your audience on Facebook by scoping the Insights tab on your page. Learn valuable information such as the percentage of people who like your page by age, gender, country, city, and language. Analyze what days of the week or times of day generate the most engagement. Knowing your audience and what works for them builds a strong foundation for effective social media marketing.

Advertising on Social Media

Before we dive into the content that is relevant to your audience, let’s talk ads. Facebook Ads can be an amazing lead generator for multifamily communities. Advanced targeting, low cost, and ease of use make it a no-brainer. And make sure to utilize one of the best features Facebook ads has to offer – remarketing– allowing you to show your ad to people who have already visited your site. Website visitors who are remarketed with Facebook Ads are 70 percent more likely to convert.

Relevant Content = Strong Engagement

Your social media pages should be used to share valuable information with residents. If you recently had a successful resident event, post pictures and a recap. If you wrote a blog post, link it back to your website. Have a nearby hidden gem of a restaurant that your residents should know about? Mention that! The goal is to become the resource for all things happening in your community and in your neighborhood.

Start by building a strategy for each platform.


  • Publish engaging posts featuring videos, property photos, resident photos, or community happenings.
  • Create occasional contests with prizes.
  • Create events for your community and invite followers.
  • Post at least five times a week, but no more than twice a day.
  • Engage with your followers by liking or responding to their comments and messages.
  • Like local business pages.
  • Boost the occasional post for more visibility.


  • Post original photos paired with clever captions.
  • Like and comment on other people’s relevant photos.
  • Follow local people and businesses.
  • Include appropriate hashtags with each post.

Content is King

What matters most is that you are producing relevant content that matters to your audience. Show off your property with images of homes, community landscaping, or improvements being made. Provide a sense of community. You want a­­ prospective renter to get a feel for what it would be like to live in your community. Finally, make sure to introduce the team. Start quality customer service before they step foot on the property. Videos and stories are ideal!

Bottom Line: Attention Grabbers and Awareness Builders

The bottom line is you want to build interest and awareness without coming across too salesy. The average internet user needs 11 research sources before making a purchasing decision. It’s possible a prospect will come across your social media pages during that search, so you want to make sure you always have your best face on and demonstrate shining customer service.

At G5, we are experts in digital advertising. When it comes to attracting leads on social media, let us guide you to a successful strategy.

For more information regarding your personalized digital advertising strategy, Contact G5 Today.