Multifamily housing companies nationwide are leveraging social media in 2025 to attract prospects, engage residents, and boost renewals, highlighting insights from brands ranging from Fogelman Properties and Cushman & Wakefield to RPM Living and Towne Properties. While approaches vary in posting frequency and channel mix, common strategies include prioritizing short-form, authentic video content; balancing fun, lifestyle-driven posts with practical updates; empowering on-site teams to contribute while keeping content on-brand; and showcasing both community life and the surrounding neighborhood. Companies stress consistency, authenticity, and resident participation as essential, with many noting that user-generated content and humanizing the brand are more effective than hard-sell tactics. A J Turner Research study underscores these practices, finding that Millennials and Gen Z favor visually driven platforms like TikTok and Instagram for aesthetics and experiences, while older demographics still value practical details on rates and amenities—but across all audiences, authenticity and community-building remain key.
You can read the full article at https://www.multihousingnews.com/.
