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Marketing Multifamily Properties with Instagram


First it was Facebook, then it was Twitter, then came Pinterest, and now it’s Instagram. If you’re not a fan of social media and are having a hard time wrapping your brain around the need to learn yet another networking site, this is a good place to start. Here, you’ll gain some understanding of what it is, how it’s used, and how it will help your property management efforts when used correctly.

What Is It?

Instagram is known to pros as the back-office network. There’s no “poking” or chatting. There’s not an endless feed of suggested pages or advertisements. There is a strict adherence to protected feeds that only feature images posted by people, business, or brands in your connections. In fact, when you first view the “feed,” it may look a bit boring. It’s this bareness, however, that is attracting many users over the advertising frenzy that has become Facebook.

Instagram is where brands allow customers and end users to see their more personal sides. It’s the behind-the-scenes stuff we weren’t always able to see before, and it’s allowing businesses to connect with customers in a whole new way. For instance, if you visit the profile page for Real Simple magazine, you’ll get a sneak peek through photos at what goes into making the magazine. From behind-the-scenes at photo shoots to inside the cubicles of the writers and staff, there’s a different side unveiled.

How Can I Use It?

The power in Instagram is in this ability to connect businesses with audiences in a whole new, less-salesy way. And, property management companies are doing it successfully, too. Here are just a few of the ways you can make it work for your property:

  • Show off the property—First and foremost, show off the property. Get cool angles of the archways and foliage, spring colors in the gardens as they begin to bloom, and even pics of the staff as they go about taking care of the tenants and property.
  • Boast about the neighborhood—Show off the area in which you’re located by promoting local businesses. Take pics of street signs and neons that are markers for the neighborhood. Promote places to shop and the best places to eat (including pics of plated food!).
  • Offer discounts and promotions—You don’t have to worry about being salesy with this one; prospects and tenants will thank you for it. Take a cool pic of a flyer with a discount for new and existing tenants. Offer referral discounts as well.
  • Talk about events and opportunities—Having a community BBQ? Take pics and post!
  • Promote community work— Participating in a Habitat for Humanity program? Talk it up through images of your work on Instagram and get noticed.
  • Give apartment related tips—Making some repairs? Document the process with Instagram pics that will help tenants in attending to their own units when needed. You can also highlight a new amenity or offering this way, like parking lot expansion or a new pool.
  • Highlight the happy tenants—Of course, when you have their approval, there is little else that will go as far to prove the credibility of an apartment complex like happy tenants. Show them off.

Still thinking you might prefer some help when it comes to connecting on social media? Our professionals can handle it all. Contact us today at 817-295-5959 or by email to