How to Create Binge-Worthy Social Media Content for Apartment Communities
Grab Attention, Keep It, and Turn Views Into Leases With These Proven Social Media Tips for Property Managers
Ever wondered how to make your property’s social media content stick…like really stick?
Not just a quick like or scroll-by, but the kind of content that makes a prospective resident binge every post, stalk your stories, and click through your link in bio?
That’s exactly what we’re diving into in this week’s episode of The Multifamily Mix. We pulled a clip straight from our Spark membership training on how to create binge-worthy social media content—and it’s perfect for you if you’ve already been posting consistently but want to level up.
Let’s break down the first two steps of this five-part strategy to hook, hold, and convert your audience.
Get ready to hook prospective residents and boost engagement with this proven social media marketing strategy.
Step 1: Think Like a Netflix Producer
You're not just a property manager today, you’re a content director. (No, we’re not giving you another title… just a new way of looking at it.)
Think about it: when you open Netflix, the first thing you see is a trailer. It gives you a taste of what’s to come, and it either pulls you in or has you scrolling to something else.
Your social media profile needs a trailer too. This is where Instagram pinned posts, Facebook albums, or short intro videos come in.
💡 Give new visitors a fast, visually engaging overview of your community.
What to “pin” at the top of your profile:
A short “Start Here” video introducing your community (Show off all the pretty stuff here. Those amenities need a place to shine, and your neighborhood deserves a showcase!)
How-to guides (like “How to Apply” or “How to Tour”)
A “Life at [Your Property]” reel showing real residents, real events, and real smiles
👌 Pro Tip: Create carousel posts with move-in tips, testimonials, or neighborhood highlights. These work great as pinned posts or content for reels.
Step 2: Highlight the Good Stuff (Literally)
Instagram Highlights = Social Proof That Sells
Highlights are a powerful tool, especially on Instagram. They let you turn temporary Stories into evergreen content people can binge later.
Here’s how to structure them:
Resident Events – Showcase your community vibe with real people, real smiles, and real events
Meet the Team – Put a face to the name (this can make prospects feel more at home when they come in for a tour)
Local Favorites – Highlight nearby hotspots (show your prospects and remind your residents what amazing perks they get living at your community)
Move-in Tips – Help potential residents visualize the process
Pets of [Your Community] – Because pets = engagement gold (show off your pet-friendly amenities and your pet-forward thinking)
👌 Pro Tip: Use branded icons and keep titles short and crystal clear (Think: “Events” not “Fun Times We Had Last Saturday”)
Here’s how some of our Sprout Members are showing up on social media with content that has personality using Sprout’s ideas & resources. 💁🏻♀️
Ready to Skip the Guesswork and Get a Plug-and-Play Social Plan?
We love giving you strategy, but let’s be real: You’re juggling 237 other things today.
If you’re ready for a done-for-you social media solution, that’s where the Sprout Simply Social Membership comes in.
Get instant access to the rest of this training when you join!
For just $39/month, you’ll also get:
A full social media plan for every day of every month
Copy-and-paste captions + coordinating graphics
Instagram Story templates and Reel ideas
Instant confidence and consistency
Whether you're managing one community or five, this takes the pressure off your plate.
"Sprout makes my life easier….I have been using Sprout for 4 years and I truly enjoy it… the day-by-day social media plan is amazing! The caption templates are absolutely amazing...I can easily edit what needs to be changed and make it our own in seconds. The Sprout team is absolutely amazing. They are responsive and always have new and bright ideas to step up our social media content game."
Alba Sanchez - Property Manager - Arbors of Grandview
Stop wondering what to post tomorrow.
Your social media is your leasing office's digital front door. Make it bingeable. Make it scroll-stopping. And when in doubt, we’ve got the plan ready for you - just copy, paste, post.
You’ve got this. We’re cheering you on! 🎉
👀 Want more than just social media help? Compare our memberships.
Whether you’re looking for quick wins or an all-in-one solution, we’ve got a membership for every level of support:
🎉 Spark Kit – $7/month: Monthly marketing and retention resource kit for on-site teams needing support but have a small budget or can’t get corporate approval.
🏡 Resident Retention – $49/month: Done-for-you guide to resident event ideas, customizable invite templates, Amazon shopping lists, resident newsletters + more!
🚀 All-Access – $129/month: Get everything done for you - a monthly social media plan, marketing, retention, events, planning tools + more.
