Social media marketing for property management: How to build a strong presence on the right channels

As a property manager, you already know that, to find new clients and tenants, you’ll have to meet them where they are. These days, that means knowing which social media channels they’re on and how to market effectively on those platforms. 

Let’s dive into some social media strategies for property management to help you broaden your reach and better engage with your audience. We’ll cover tips on areas to focus on, what goes into a detailed strategy and tools to help you get started. 

Why Social Media Marketing is Key for Property Managers 

Social media has totally changed how businesses interact with their clients, and property management is no different. Platforms like Facebook, Instagram, Twitter, and LinkedIn give you unique opportunities to showcase your properties, chat with tenants and prospects, and build a solid online presence. By using these platforms in the right way, you can market your properties more efficiently and attract loyal tenants. 

Showcasing Properties on Social Media 

One of the best things about social media marketing for property managers is the ability to showcase properties in a visually appealing way. High-quality photos and videos can highlight your properties’ features and amenities, drawing in potential tenants without them having to search directly for your listings. 

Virtual tours have also become popular, especially with the shift in industry trends over the past five years. Offering virtual tours on social media allows potential tenants to experience your properties without needing to visit in person. This not only saves time but also reaches a broader audience who may not be able to visit physically. 

Engaging with Tenants and Prospects Through Social Media 

Taking the time to interact with your audience through your social accounts can set your brand apart. Property managers can use social media to directly interact with current and potential tenants, answering questions, addressing concerns, and providing important updates. By doing so, you’ll be seen as knowledgeable and responsive. Platforms like Facebook and Twitter make it easy to engage with your audience. 

The content that you post should also be effective for kickstarting conversations and keeping your audience interested. This can include property updates, community news, maintenance tips, and even tenant spotlights. By posting regularly and interacting with your network, you can build a strong online presence that sparks better connections with owners, tenants, and prospects, leading to better retention. 

Building a Strong Social Media Presence as a Property Manager 

A strong social media presence is one that’s consistent and targeted. By consistently posting high-quality content that’s also relevant to their priorities and pain points, you’ll get more high-quality prospects for the work you put in and start to earn a reputation as a trusted expert in the field. 

Take advantage of the analytics tools available on popular social media platforms to better understand your audience. These tools provide valuable insights into your followers’ demographics, interests, and engagement patterns, allowing you to tailor your content to meet their needs and preferences. 

Make sure to target localized traffic. Casting a wide net may get more initial views, but fewer true prospects interested in your properties or services. 

Using Influencers Aligned with Your Property Management Social Media Marketing Goals 

Influencer marketing is becoming more popular and can be valuable for property managers. Collaborating with influencers who have a strong following in the real estate or lifestyle niche can help you reach a larger audience and attract potential tenants. 

If you manage larger properties or HOAs, influencers can create authentic content that showcases your communities and amenities, providing their followers with an up-close, first-hand perspective. This can enhance your credibility and attract tenants who trust the influencer’s recommendations. 

Social Media Advertising for Property Managers 

Social media advertising can give you an extra push to reach a targeted audience and promote your properties with less upfront work. Many platforms offer advanced targeting options, so you can reach potential tenants based on their demographics, interests, and behaviors. 

Sponsored posts and ads can increase your visibility and drive traffic to your property listings. If you go this route, create compelling ad content and use eye-catching visuals to compel viewers to take action, getting the most value out of your investment. 

Handling Reviews and Feedback 

Online reviews and feedback play a significant role in how owners choose property managers. Social media platforms provide a space for owners to share their experiences and leave reviews. The same goes for current tenants. Don’t neglect these reviews, as they can be one of the biggest factors in your online reputation. 

Responding to reviews, whether positive or negative, shows that you value feedback and are committed to providing excellent service. Address any concerns or issues raised in reviews promptly and professionally to demonstrate your dedication to keeping both tenants and owners satisfied. 

Pro tip: For more advice, check out our post, “How to Own Your Online Reputation as a Property Manager.“ 

Staying Updated with Social Media Trends 

Social media is constantly evolving, with new trends and features popping up over time. Staying updated on these trends helps property managers stay competitive. Make sure you’re making the most of features like stories, reels, and live videos to make your marketing efforts more dynamic. 

Joining industry-related groups and forums on platforms such as LinkedIn can also keep you informed about the latest trends and best practices in social media marketing for property managers. This kind of networking with other professionals in the industry can lead to valuable insights, constructive criticism, and inspiration for your social media strategies. 

What Goes into a Social Media Strategy for Property Managers? 

A comprehensive social media strategy for property management brings all these factors together into one actionable plan. It starts with setting clear goals, identifying your target audience, and creating a content calendar. A well-thought-out strategy keeps you consistent and helps you measure the effectiveness of your efforts. 

When building out your social media content calendar, focus on being informative, engaging, and visually appealing. Use a mix of content types, such as photos, videos, articles, and infographics, to keep your audience interested. Regularly analyze your social media performance using analytics tools and adjust your strategy based on the insights gained. 

Pro tip: You can find guidelines to help craft your strategy in our post on the topic here. 

Social Media Marketing for Property Management: From Strategy to Action 

Now that you know what goes into social media marketing and the components of an effective strategy, it’s time to put your plan into action. Specialized property management software such as Buildium can equip you with marketing tools to reach your target audience with less effort. You can even test the software with a free 14-day trial. 

By showcasing your properties, engaging with your audience, utilizing influencer marketing, and staying updated with social media trends, you can present your business in the best possible light and get one step closer to achieving your growth goals.