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5 Ways Multifamily Marketers Can Use Social Media to Lease an Apartment Building

Alex Middel
November 16, 2015

If you want to use digital marketing as a means of leasing a multifamily apartment building, it might be a good idea to take a look at the world of Social Media.

You might have thought previously, that Social Media was only about connecting with friends and seeing what your family is up to.

However, Social Media can be an incredibly powerful method when it comes to selling anything online.

In this article, we're going to go through five of the methods open to you, when it comes to leasing an apartment.

By the end of this post, you should have a clear sense of what you need to do, in order to capitalize on the power of Social Media, if you're involved in the world of multifamily marketing.

Let's begin!

Drive Website Traffic Using Facebook Ads

One of the easiest ways to get started in the world of Social Media marketing, is through Facebook Ads.

Facebook recently had over a billion active daily users, so there’s a good chance that your prospects can be found here.

Facebook ads graphic.

Facebook Ads are relatively cheap and easy to set up.

Plus if you're thinking of marketing on Facebook any time soon, you may definitely want to take a look at Facebook Ads, as 'Organic Reach’ is slowly falling.

That means if you have a Facebook Fan Page, less and less of the page’s fans, will see a post that you make from that page.

Thanks to Facebook Ads, though, you can deal with this problem regardless of the fact that Organic Reach is falling.

The Power To Target

The real power that Facebook Ads provide, is the power to target.

Facebook targeting screenshot

And so if you want to benefit from the targeting options provided by the platform, you need to ensure that you know your prospects incredibly well.

Therefore, if you're looking to lease a multifamily apartment, really take the time to figure out the demographic someone would belong to, if they were to live in a multifamily building.

When you know that information, you'll be able to show your ads to the right people, and ensure that your ads generate a return on investment.

How Much Should You Budget For Facebook Ads?

The best way to work out how much you should pay in total for a Facebook Ads campaign, is to work backwards.

So imagine how much your average lease is worth, and then set aside that amount of money.

Then divide that figure into a daily amount, depending on how long you want to run a Facebook Ads campaign.

By sticking to this figure, you'll ensure that you don't overspend.

Generate Leads Using Your Facebook Page

Facebook page options screenshot

Another option that is open to you, is to create a Facebook Page.

A Facebook Page can serve as a hub for any of the apartments you're trying to lease out.

Being a very visual channel, you can take advantage of images around the community to give your prospects an idea of what it would be like to live at your building.

You can also share videos of the apartment that you're trying to market.

It is important that any content you do share, is high in quality.

Social Media can be full of distractions, so if your pictures don't look amazing, people won't bite the bait.

When you create your Facebook Page, it is important that you clearly display your contact information in your "About" section. Attracting the prospect through imagery is step one, the next step is making sure they take action in the form of messaging you through Facebook, calling or emailing to schedule a tour or find more information. 

Remember - your goal is to lease apartments, and not to get likes.

So the easier you make it for people to contact you, the greater the odds of you being able to lease out an apartment.

YouTube Videos

YouTube search screenshot

Now, depending on your budget, YouTube videos can be another way in which you can use Social Media to lease out an apartment.

After all, YouTube has achieved 4 billion views per day - so there’s a good chance that someone is going to see your videos.

When creating videos, it is important that you focus on the benefits available, for those who move into the apartment in question.

The Bozzuto Group uses a tactic they call "GoPro Tours" to record video's that highlight apartment amenities, community features and more. The community staff will use a selfie stick to get the right angle and record themselves going through the apartment and talk about the other amenities that are provided by the apartment community, too.

Recording a video in this way is extremely cost effective (no more than a few hundred dollars), especially when compared to hiring a professional agency, and will highlight the community as well as the building itself.

Even if you don't have a lot of money, you can still record 'shorts' where you highlight the benefits of the multifamily building.

It is important to mention that uploading to YouTube is free, also. It is recording the video that might cost you.

Use Twitter

Twitter image search screenshot

You've probably heard of Twitter before, though you might be unaware of how you can use the platform to lease out a multifamily apartment.

When using Twitter, It is often hard to generate leases by just posting pictures of the apartment in question.

However, as you may know, those moving into a multifamily apartment, don't just select the building because of the apartment itself.

They also select the apartment based on what else can be found in the nearby vicinity.

As a result of this, you might want to think about partnering with some of the nearby businesses who have Twitter accounts, to see if you can work out a cross promotion strategy.

Businesses to focus on would be restaurants, and even shopping facilities.

This will allow for you to ‘borrow’ the audience of someone else, whilst you build up your own.

Use Instagram

Instagram profile bio screenshot

There's also the option of using Instagram, as a means of generating leases for a multifamily apartment.

As with the other Social Media platforms that we have covered, Instagram is a highly visual platform.

If you want to market a multifamily building, you'll want to adopt a 80/20 approach.

That is, you'll want to market yourself only 20% of the time.

During the rest of the 80%, you'll want to talk about the community that can be found around the building  —  similar to what would be done on Twitter.

Multiple Image screenshot

A good way to do this, is by reposting the content that the local community shares.

So if a restaurant shares something about themselves, you can share that content with your own list of followers.

This will help to highlight the fact that there is a vibrant and exciting community that surrounds the multifamily building.


Social Media can be an incredibly powerful tool when it comes to leasing out an apartment.

Hopefully, after reading this post, you should have a good sense of how you can use Social Media as a means of spreading the word on an apartment.

Whether you use Facebook Ads or you partner with other businesses using Twitter, there are many options open to you.

Either way, now that you know this information, the only step left is for you to try it out in your own marketing campaigns!

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