In multifamily, social media is more than just a platform for promotion—it's a powerful tool for building community, fostering resident engagement, and enhancing your property's brand.

=> But how do you strike the right balance between valuable content and marketing messaging?

Enter the 60/30/10 rule: a simple yet effective content strategy to help leasing communities stay consistent, relevant, and engaging online.

What is the 60/30/10 Rule?

The 60/30/10 rule is a content marketing formula that breaks down your social media content into three categories:

• 60% Value-Based/Community-Focused Content
• 30% Brand Content
• 10% Promotional/Call-to-Action Content

This rule keeps your social media channels from becoming overly promotional, instead positioning your community as a relatable, trustworthy, and desirable place to live.

=> 60% Value-Based Content: Build Connection and Culture

This portion of your content should offer value, spark engagement, and showcase the lifestyle your community provides. It's about highlighting everyday moments that resonate with your audience—whether they're current residents or potential renters.

Examples:

• Resident events (photos or reels from community gatherings)
• Tips for apartment living (organization hacks, decorating ideas)
• Local highlights (restaurants, parks, or events nearby)
• Seasonal lifestyle content (holiday decor inspiration, summer bucket list)
• Behind-the-scenes content (a day in the life of your maintenance team)

Goal: Foster a sense of belonging and demonstrate that your property is more than just a place to live, it's home.

=> 30% Brand Content: Showcase Your Community

Brand content highlights your unique amenities, staff, and resident experience without feeling overly promotional. These posts serve as gentle reminders of what makes your community stand out.

Examples:

• Apartment walkthroughs or amenity highlights
• Team member spotlights (leasing agents, property managers, maintenance techs)
• Testimonials and resident reviews
• Renovation updates or "before and after" visuals
• Move-in welcome packages or community perks

Goal: Reinforce brand identity and build trust by showing your audience what it's like to live in your community.

=> 10% Promotional Content: Drive Action

While the smallest percentage, promotional content is still important. These are the posts that directly ask your audience to take action, like scheduling a tour or applying for a lease.

Examples:

• Limited-time leasing specials
• Countdown posts ("Only 2 units left!")
• CTAs like "Book a Tour Today" or "Apply Now"
• Application fee waivers or referral incentives

Goal: Motivate prospects to take the next step while keeping your messaging aligned with the overall tone of your brand.

How to Implement the 60/30/10 Rule

• Plan Ahead: Use a content calendar to organize your posts each month.
• Batch Your Content: Create and schedule content in batches to maintain consistency.
• Track Engagement: Use analytics to see what content resonates most with your audience.
• Stay Flexible: Tailor the percentages slightly if needed, but always aim for balance.

Why It Works for Multifamily Communities

Prospects don't just want to see available units—they want to see themselves living there. The 60/30/10 rule helps strike the right tone by balancing engaging content with the necessary promotional posts. It builds emotional connections, enhances credibility, and encourages word-of-mouth referrals from current residents.

Final Thoughts

In today's digital landscape, leasing communities that embrace a strategic content mix on social media stand out from the competition. By following the 60/30/10 rule, you can deliver content that captures attention, builds relationships, and drives results—all while making your community feel like home online.