Facebook? Twitter? Instagram? Snapchat? Pinterest? TikTok? 

It’s enough to make your head spin. 

With a million projects to juggle, you might feel apprehensive about spending time diving into all the different platforms. 

You don’t want to waste your time, especially when there’s no guarantee that your efforts will produce results. 

This is understandable and buried within your apprehension is a big truth — not all social media platforms are for your property and beneficial to your goals. Just because a platform exists and is popular in the general public, doesn’t mean you have to spend your precious time on it. 

However, there are three you should focus on for the way they are built plays directly into the pillars of property marketing. You might already be active on each one, but are you marketing effectively? Here is our breakdown: 

Instagram (A Match Made in Multifamily Heaven) 

Instagram is all about images and images are what sells properties (homes with high-quality photography lease 32 percent faster). This is why Instagram is the top platform match for apartment communities. 

Your time spent marketing on Instagram will not be a waste. 

Here are the highlights of our recommendations for properties: 

• You should be on Instagram if your target audience is between the ages of 18 and 30. 
• Optimal posting times: early in the morning or after dinner (this is when we find most renters, Millennials and Gen Zs, are online).
• Post at least three times per week but not more than once per day unless it is a special announcement (consistency is key). 
• Add related hashtags, especially local, to the caption of each post, especially shots of your units, amenities and communities.
• Here’s some from our list: #dallasliving, #luxuryliving, #luxurylifestyle, #luxuryapartments, #luxuryamenities, #apartmentliving, #elevatedliving, #dallasapartments, #dallasapts, #planoapartments, #planolife, #apartmentgym, #poolday, etc.
• Share shots of your community without it having to be promotional
• For example, a shot of your sparkling pool with a simple, fun caption:

Facebook (The Place for Property Promotion) 

Want to run social media ads for your property or get your posts seen by more people? Facebook is the place to do it. 

As well, when it comes to Facebook, there is a little more flexibility in what you can post. For example, a photo that isn’t super high quality that would “flop” on Instagram, will probably perform great on Facebook (i.e., pictures taken by residents, selfies of staff, funny memes, etc.).

Here are the highlights for this platform: 

• Your property should be on Facebook if your target audience is made up of people (ha).
• Optimal posting time is between 11 AM and 2 PM (lunchtime).
• Post as often as your want, as long as it’s relevant,helpful and of quality.
• If you’re going to include a hashtag, don’t use more than two per post and make sure it is highly relevant such as a location (i.e., #DallasLiving) or a special day (#AmazonPrimeDay).
• Follow the 80/20 rule: 80% fun, relevant content and 20% promotional content about your property.
• For all promotional posts, always include a link or a call-to-action in the caption.

While Facebook isn’t as user-friendly as Instagram, you can’t shy away from this platform. 

Pinterest (It’s Time to Be Pretty) 

To help support our recommendation of Pinterest being one of the top 3 social media platforms for you to invest your time in, let’s look at some statistics: 

• 95% of women are key decision makers when renting and 55% of female users are on Pinterest.
• Pinterest users are 10% more likely to to purchase online than users from other social networks. 

With Pinterest, you have an amazing opportunity to draw people in with visuals that show off the aesthetics and design details of your community. You can create an infinite amount of pins of whatever you wish as well as organize them into group boards. Along with images, you can also share important information like open house dates, unite prices, deals, and events. 

Here are the highlights for navigating Pinterest: 

• There is no specific time to post new pins, but the goal is to post five to thirty spread out throughout the day.
• Create topic boards, such as these:
• Interior decorating tips
• Neighborhood guides
• Easy recipes for entertaining
• Space-saving tricks
• Household hacks or craft ideas
• Make sure to include keywords wherever you can (board names, pin names, pin text, etc.) 
• If you have multiple different communities make sure to create a board per community

Above all, the main key to Pinterest is consistency!

Social Media Marketing for Properties

Instagram, Facebook and Pinterest are the perfect trio for your apartment marketing efforts because each has something the others don’t and each offers specific benefits that meet a range of goals for your property. 

Instagram plays on the power of imagery, Facebook promotes authenticity, and Pinterest shows your property’s aesthetic and fun side. 

What do you think? Is your property on all three of these platforms? Is there specific social media marketing advice you seek?