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As someone who’s worked both onsite in multifamily communities and now manages Grace Hill’s social media, I can tell you that keeping your residents engaged online can make a huge difference in the overall success of your property. Social media isn’t just about posting pretty pictures — it’s a powerful property management marketing tool for building community, improving resident satisfaction, and ultimately increasing lease renewals.
In today’s digital world, your residents and prospects expect to see you online. According to a joint study by Apartments.com and Google, 72% of renters use online reviews and social media to guide their apartment search. That means a strong, engaged online presence can help you fill vacancies and attract the right residents. But even more importantly, it helps you maintain strong relationships with current residents — and that’s where renewal intentions come into play.
Why Engagement Matters for Resident Satisfaction
It’s no secret that happy residents are more likely to stay. And while you may think resident engagement hinges on in-person interactions or onsite events, the truth is that 71% of people say they feel more connected to a brand when they follow them on social media. In multifamily, that brand is your community! Social media gives you the chance to keep the conversation going long after the office closes, allowing you to build stronger relationships that encourage residents to renew their leases.
Whether responding to a comment or featuring a resident’s pet in a fun post, these small gestures can go a long way in making residents feel valued. When they feel like they’re part of a thriving, connected community, they’re more likely to stay — and let’s face it, resident retention is much easier than filling a vacancy!
No Full-Time Social Media Team? No Problem!
One of the biggest concerns I hear from multifamily teams is, “But I don’t have a dedicated social media expert; how can I keep up?” Trust me, I’ve been there! The good news is that you don’t need a large marketing department to have an effective social media presence. In fact, some of the best resident engagement strategies I’ve seen are easy to implement and don’t require a ton of time.
Here are four of my favorites that have worked wonders, both during my onsite days and now at Grace Hill:
1. Resident Spotlights
Feature your residents in a monthly post! Highlighting their stories, explaining why they love your community, or even just sharing a cool hobby can build community. Residents love seeing their neighbors featured, and it helps foster a positive sense of belonging.
2. Pet of the Week Contest
We all know how much people love their pets. Encourage residents to send in photos of their pets for a weekly feature. You’d be surprised how something so simple can get likes, comments, and conversations flowing!
3. Polls and Q&A Sessions
Polls are a fun, easy way to interact with residents. You can ask them about anything from favorite local spots to what new amenities they’d love to see. These are quick to post but get great feedback, and they let your residents know their opinions are valued.
4. User-Generated Content
Encourage your residents to share their photos of the community! Whether it’s a beautifully decorated apartment or a snapshot of their morning coffee on the balcony, user-generated content provides authentic, real-life snapshots of your community while boosting engagement.
These are just a few examples of how you can build a stronger, more engaged community online without needing an entire property management marketing team. But in the words of Zappos CEO Tony Hsieh, “When customers are happy, they become your brand ambassadors.” Consistency is key — whether you’re posting once a day or a few times a week, showing up regularly keeps your community top of mind for current and prospective residents.”
Engaging online with residents matters. Unfortunately, many make the mistake of believing that posting on social media is just fluff — a non-essential, if you will. And that’s simply not true. Your level of engagement directly influences resident satisfaction, and resident satisfaction impacts renewals.
The Impact on Renewals
Let’s talk about the bottom line: renewals. Engaged residents are happy residents, and happy residents are much more likely to renew their leases. In fact, a study contracted by Apartment Life quantified what many people in the multifamily industry have understand intuitively for years — connections and engagement play a pivotal role in a resident’s decision to renew. And those connections translate to a 47% likelihood that a resident will renew their lease. There’s a “friendship factor” at work, and your social media becomes an extension of community building and customer service that begins in your leasing office.
Incorporating even a few of these social media tactics can lead to stronger online engagement, improved resident satisfaction, and, ultimately, better retention rates.
At the end of the day, social media isn’t just a nice-to-have — it’s a must-have for multifamily communities. And trust me, with the right approach, it’s absolutely achievable to build strong engagement even if you don’t have a full-time social media team.
You’ve got this!
Want to learn how Grace Hill’s enhanced online reputation management solution can support your social media efforts? Click the blue button below to learn more!
