Social Media Strategy

The Challenge

Multifamily properties compete in a crowded digital landscape where prospects, residents, and industry peers are all active online. Our social media strategy had to do more than promote apartments — it needed to:

• Build brand awareness in a competitive market.
• Showcase company culture to attract and retain top talent.
• Engage current residents and foster community.
• Promote new and existing properties under management.
• Establish industry authority through thought leadership.

The Action

I led the development of a comprehensive multifamily social media strategy across Instagram and LinkedIn, organizing content into five categories:

• Company Culture: Celebrating team spirit, partnerships with nonprofits, and local business spotlights.
• Property Promotions & New Contracts: Highlighting amenities, lease-ups, and new management wins to drive inquiries.
• Resident-Focused: Showcasing events, community-building efforts, and the unique culture of each property.
• Industry Events: Capturing our presence at conferences, panels, and networking opportunities to amplify thought leadership.
• Thought Leadership: Sharing insights from blogs, newsletters, and campaigns to position our brand as an expert voice.

To refine our approach, I tracked performance benchmarks for each category — including average reach, impressions, and engagement rates. I also tested posting cadence, identifying Tuesdays and Thursdays during business hours as our strongest windows for visibility.

The Impact

This structured approach to social media created a repeatable, balanced content mix that supported leasing goals, strengthened our brand, and deepened engagement with both residents and industry stakeholders. Key takeaways included:

• Industry Events posts consistently delivered the highest impressions and engagement.
• Property Promotions were the most effective at generating clicks and inquiries.
• Company Culture posts performed especially well on LinkedIn, boosting employer brand visibility.
• Resident-Focused content, while lower in reach, helped reinforce a sense of community.
• Thought Leadership posts were crucial for brand positioning, even when engagement was modest.

By weaving these elements together, we elevated 33’s presence online with a strategy that balanced brand building, leasing performance, and community engagement.

Check out the 33 Realty Multifamily Social Media Overview below: