From Likes to Leases: Here’s What You Need to Be Doing on Instagram
Instagram marketing has become a powerful tool for multifamily businesses and properties to engage with their target audience, showcase their unique offerings, and build a strong sense of brand loyalty.
In the competitive commercial real estate market, successful Instagram accounts are those that understand the value of creative content, personalized experiences, and a genuine connection with their audience.
Let’s explore some of the top Instagram accounts for multifamily (in no particular order) and uncover the reasons behind their success:
1. LVL 29
Located in West Plano, Texas, LVL 29 is a luxury apartment community that has harnessed the potential of Instagram to the fullest. Through captivating visuals, this Instagram showcases unit interiors, available floorplans, leasing specials, and unique community amenities. What sets LVL 29 apart is its consistent Instagram marketing strategy, fostering a growing following and encouraging residents to engage by tagging the property and resharing posts actively.
2. Discovery Park Apartments
Discovery Park Apartments in Denton, Texas, is another property that uses Instagram as a leasing tool. While the graphics are not ground-breaking or design-heavy, they are clean, eye-catching, and focus on showcasing the property’s interiors and amenities in a way that will engage potential renters.
3700M is a luxury apartment complex located in West Village, Dallas that frequently uses its Instagram to highlight property staff. This Instagram marketing strategy allows both current and prospective renters to put a name to 3700M managers and employees. By personifying the property and showcasing the friendly faces that make up its resident community, 3700M humanizes the rental process and opens the line of communication for its resident community and future tenants.
4. AvalonBay Communities
AvalonBay Communities, an equity REIT, also showcases its staff and company culture on Instagram. From posts about National Hiring Day to interviewing staff for Hispanic Heritage Month, AvalonBay publishes a variety of content to inspire its followers while uniquely personifying the company.
5. AMLI Residential
AMLI Residential is a property management company that has mastered the art of creativity on Instagram. The company showcases everything from new property photos to cute canine residents, but most importantly, they’re not afraid to get crafty. In one of many contests, AMLI encouraged residents to share their creative DIY projects. Their Instagram is worth a visit, as AMLI does a great job sharing photos that spark opportunities for resident engagement.
6. Century Apartments
Century Apartments is another property management company that has multifamily properties nationwide. They often use Instagram to promote upcoming resident activities at each of their properties and provide coverage of events being held. Not only does this approach encourage participation from current residents, but it allows prospective residents to get a sense of the personality of Century Apartment communities. They also share photos from various philanthropic events, which show how their properties are giving back to the community.
7. Prairie Ridge
Prairie Ridge, a master-planned community in Grand Prairie, Texas, maintains a cohesive Instagram feed aesthetic with an even mix of promoting the community’s available homes and floorplan options and upcoming events in nearby Midlothian, Texas.
Prairie Ridge also changes its content with the seasons to show prospects exactly what life can be like in their homes. For example, Prairie Ridge shifts to images of homes with Christmas trees and cookie decorating in winter. In the summer months, the community’s feed transforms into children playing in the sprinklers in the front yard and eating ice cream in the driveway.
8. Anatole at City View
While Anatole at City View is located in the smaller town of Lubbock, Texas, the apartment community embraces its city and small-town charm on social media by focusing some of its Instagram posts to showcase nearby eateries.
9. NE Property Management
With prime locations in Texas, Oklahoma, Colorado, and Wyoming, NE Property Management’s communities each showcase the incredible views that come with location, location, location. From relaxing pool views to breathtaking rooftop views, NE paints a picture of luxury at its properties. Each of its properties’ Instagram accounts is portrayed as if from the eye of a resident — one who loves their city and loves what their property location has to offer.
10. Winsted at White Rock
Your residents are the ones who make your community great, so why not focus on them? Winsted at White Rock in Dallas, Texas, celebrates the faces and personalities of the people who live there. Not only is this a great way to engage with current residents, but it also gives prospective residents an idea of the people who currently live in your community.
11. The Morris Apartments
The Morris Apartments in Nashville, Tenn., taps into influencer marketing regularly by having social media influencers “take over” their Instagram page for a day. For example, beauty influencer Leigh Taylor took over the page to share beauty tips and advice on the property’s Instagram Stories.
9 Strategies for Building an Engaging Social Media Presence
Success with Instagram marketing varies for every industry. For multifamily properties and businesses, some are finding success by highlighting residents, showcasing events, and being a part of the community.
Here are some ways to find success with your commercial real estate Instagram marketing strategy to help build your social media presence.
1. Adopt Instagram as a leasing tool.
Commercial real estate Instagram marketing is about more than just scheduling out some posts and letting it be. To take full advantage of your social media, you need to use it as another leasing tool. Your Instagram should inform, engage, and delight your residents — enough so that your prospects want to follow you and schedule a tour to learn more about your property.
2. Feature your world-class staff.
Showcasing your team and company culture can work wonders for your property’s image. By highlighting your staff members, you create a personal and approachable touch that resonates with both current and prospective renters.
Start by introducing the friendly faces behind your property. Let your Instagram be the stage where your team shines, allowing your audience to know the individuals who make your community thrive. This simple yet powerful strategy humanizes the rental process and fosters a stronger sense of community among residents.
Don’t be afraid to get creative with your content. From celebrating National Hiring Day to honoring Hispanic Heritage Month, take inspiration from your property’s unique culture and values. Share engaging posts that inspire your followers and paint a vivid picture of your company’s personality.
3. Get crafty. Hold a contest.
Mastering the art of creativity on Instagram can take your property’s social media game to the next level. Spotlight a wide range of content, from new property photos to heartwarming moments with cute canine residents. But don’t stop there — embrace your crafty side and think outside the box!
Consider holding engaging online contests. Encourage your residents to share their creative DIY projects, inspiring a sense of community and camaraderie among them. A contest like this boosts resident engagement and provides valuable user-generated content that you can share with your audience.
Remember, creativity knows no bounds on Instagram. Let your imagination run wild, and share posts that will captivate and inspire your followers. The more unique and inventive your content, the more your property will stand out in the crowded world of social media.
4. Highlight resident events.
As a property management company with multifamily properties nationwide, you have a wonderful opportunity to use Instagram to build a sense of community and showcase the unique personality of your properties. One effective way to do this is by promoting upcoming resident activities and events at each of your locations.
When you share coverage of these events on Instagram, you encourage participation from current residents and offer a glimpse into the vibrant and engaging atmosphere that your properties cultivate. Prospective residents will get a taste of the lively community they can be a part of, making them more likely to envision themselves living in your properties.
And don’t forget to showcase your properties’ philanthropic efforts. Sharing photos from various philanthropic events and initiatives demonstrates your commitment to giving back to the community. Prospective residents will appreciate your dedication to making a positive impact, and current residents will feel proud to be part of a community that contributes to a greater cause.
By fostering a sense of community and highlighting your properties’ charitable endeavors, you’ll strengthen your brand and create a lasting impression on your Instagram audience. Embrace the power of social media to showcase the heart and soul of your multifamily properties!
5. Change with the seasons.
Being helpful on social media is crucial for building strong connections with your audience. To make a lasting impression on your followers, consider adopting a cohesive Instagram feed aesthetic while also embracing seasonal changes.
Incorporate the spirit of each season into your content to resonate with your audience. During December, for instance, you can feature images of festive holiday decorations and heartwarming activities like cookie decorating. This allows your audience to envision the cozy and joyful atmosphere they could experience in their future homes.
As the summer months arrive, shift your focus to more outdoor-oriented content. Capture the excitement of children playing in the sprinklers or enjoying refreshing ice cream in the driveway. By showcasing these seasonal moments, you give prospects a genuine glimpse into the vibrant lifestyle they could enjoy within your community.
Embracing seasonal changes on your Instagram feed keeps your content fresh and engaging and creates a relatable and aspirational experience for your audience.
6. Embrace your city.
Regardless of your property’s location, you can leverage Instagram to embrace and celebrate the unique culture of your city. Focus on showcasing nearby eateries and local hotspots to create an authentic connection with your audience.
Expand your commercial real estate Instagram marketing strategy by posting content that supports local businesses, highlights upcoming events, and showcases nearby retail shops. Feature the best coffee shops in the area, inviting your followers to try their signature drinks and experience the local charm.
Celebrate what makes your location special, and your Instagram will become a powerful tool for fostering a sense of community and belonging among your audience.
7. Showcase your location.
If your multifamily properties boast prime locations with stunning views, leverage Instagram to showcase these picturesque scenes. Whether it’s breathtaking rooftop vistas or serene poolside landscapes, use your Instagram to paint a picture of the luxury and beauty that comes with “location, location, location.”
Take a resident’s perspective when curating your Instagram content, giving your audience a glimpse of what it’s like to wake up to such captivating views every day. Let the imagery speak for itself, evoking a sense of awe and appreciation for your property’s surroundings.
By sharing the allure of your location through Instagram, you create an emotional connection with your audience, instilling a desire to be a part of the community that offers such natural beauty and convenience. Highlighting the incredible views on your Instagram can be a powerful way to attract potential residents and leave a lasting impression on your current ones.
8. Celebrate your residents.
Your residents are the heart and soul of your community, so why not put them in the spotlight on Instagram? By showcasing the faces and personalities of the individuals who call your property home, you can create a sense of community and build a stronger connection with both current and potential residents.
Make your residents the stars of the show. This approach fosters engagement with current residents and provides prospective residents with a glimpse of the vibrant and diverse community they could become a part of.
Sharing stories, experiences, and testimonials from your residents can be a powerful way to humanize your property and demonstrate residents’ genuine sense of belonging. Use Instagram as a platform to showcase your residents’ unique personalities and stories, and you’ll create a more authentic and appealing presence that resonates with your target audience.
9. Utilize influencer Instagram marketing.
Social media offers a unique outlet to turn fans into influencers, particularly with commercial real estate Instagram marketing. Influencers are recognized by their large following and insights covering all aspects of your respective market. Often, influencers are viewed as a more trustworthy resource than advertisers, thus better capturing your audience.
Connect with influencers who resonate with your property or multifamily business to make the most of this strategy. By partnering with them, you can effortlessly market your brand through their already established follower base. Consider inviting an influencer to a guest blog on your website or let them take over one of your Instagram channels for a day to encourage active engagement from your followers.
Whether it’s beauty influencers sharing makeup tips or lifestyle gurus showcasing their experiences at the property, this approach can spark genuine interest and build a sense of community among your audience. Embrace the power of influencers on Instagram, and you’ll find new and innovative ways to reach and engage your target audience.
Mastering the Art of Your Instagram Marketing Strategy
Take a page from these top Instagram accounts for multifamily apartments. When done properly, a successful Instagram marketing strategy can be a game-changer for properties and multifamily vendors. By adopting Instagram as a leasing tool and leveraging these insights to grow your account, you can enhance your online presence, drive meaningful engagement, and ultimately increase conversions. Set your multifamily business up for continued success in the digital age.