Dec 29, 2022 | Digital Advertising

Multifamily Real Estate Marketing in 2023

Jess blog pic

Written by Jessica Van Sack

In the fast-paced world of multifamily real estate, staying ahead of the curve in social media marketing is crucial for attracting and engaging potential residents. In 2023, the landscape of social media continues to evolve, presenting new opportunities and challenges for multifamily marketers. In this blog post, we will delve into the latest trends, strategies, and best practices that can help you drive traffic, increase conversions, and boost your online presence in the multifamily industry.
Mastering Multifamily Social Media Marketing in 2023: Strategies for Success

1. Embrace Video Content: The Reign of Reels and Stories

Video content remains a dominant force in social media marketing. Platforms like Instagram and TikTok have popularized short-form videos, such as Reels and Stories, which provide multifamily marketers with an engaging way to showcase properties, amenities, and resident experiences. Leverage high-quality videos that highlight your multifamily community’s unique selling points, offering an immersive experience that resonates with your audience. Showcase virtual tours, resident testimonials, and behind-the-scenes glimpses of your community to captivate potential residents.

2. Harness the Power of User-Generated Content (UGC)

User-generated content (UGC) is a powerful tool for enhancing authenticity and building trust with potential residents. Encourage current residents to share their experiences on social media platforms using branded hashtags and feature their content across your social media channels. UGC acts as social proof, showcasing the vibrant and inclusive community you’ve built, ultimately attracting more prospects. Engage with UGC by liking, commenting, and resharing residents’ posts, fostering a sense of community and amplifying their positive experiences.

3. Micro-Influencers: The Key to Targeted Engagement

Collaborating with micro-influencers in the multifamily industry can significantly boost your social media reach and engagement. These influencers typically have a smaller but highly engaged following within your target demographic. By partnering with them, you can tap into their trusted relationships with their audience, amplifying your brand message and generating authentic conversations about your multifamily community. Seek out micro-influencers who align with your brand values and have a genuine interest in the multifamily lifestyle.

4. Chatbots for Seamless Communication

Integrating chatbots into your social media platforms streamlines communication with potential residents. AI-powered chatbots can handle basic inquiries, provide instant responses, and offer personalized assistance, enhancing the overall user experience. Ensure your chatbots are programmed to answer frequently asked questions about leasing, amenities, and resident services, providing valuable information to prospects and freeing up your team’s time to focus on higher-level interactions. Chatbots not only improve efficiency but also showcase your commitment to exceptional customer service.

5. Hyper-Targeted Advertising: Utilizing AI and Big Data

In 2023, social media platforms continue to refine their advertising capabilities, offering advanced targeting options driven by AI and big data. Leverage these tools to create hyper-targeted campaigns that reach your ideal audience based on location, demographics, interests, and behaviors. Maximize your advertising budget by delivering your message directly to those most likely to convert into residents. Utilize retargeting strategies to reach prospects who have shown interest in your community, keeping your brand top of mind throughout their decision-making process.

6. Community Engagement and Reputation Management

Social media platforms are not just channels for broadcasting your message; they are also valuable spaces for community engagement. Actively participate in conversations, respond to comments and reviews promptly, and showcase your commitment to resident satisfaction. This proactive approach to reputation management demonstrates your responsiveness and fosters a positive online community perception. Encourage residents to engage with your social media channels by hosting contests, surveys, and interactive polls to drive participation and strengthen community bonds.

7. Data-Driven Insights: Measuring

Success and Refining Strategies

Data-driven insights play a vital role in optimizing your multifamily social media marketing efforts. Utilize analytics tools provided by social media platforms to track key performance metrics such as engagement rates, reach, conversions, and click-through rates. Gain valuable insights into your audience’s preferences, content effectiveness, and campaign performance. Use this information to refine your strategies, tailor your content, and allocate resources effectively, ensuring continuous improvement and success in your social media marketing endeavors.

Organic Social Media Channels of note for multifamily marketing:


With billions of active users, Facebook remains a top platform for multifamily marketing. Create a dedicated business page and share compelling content, including property photos, virtual tours, resident testimonials, and community events. Utilize Facebook Groups to foster community engagement and connect with potential residents.


Short-form video with consistent nurture, coupled with our winning formula, will train the algorithm to find your core audience. Here is one of our current real estate TikTok accounts, complete with videos that earn thousands of organic views with our viral formula:

yellow house tiktok real estate

TikTok’s explosive growth has made it a popular platform for reaching younger demographics. Create short, engaging videos that highlight the unique features of your multifamily community, showcase resident experiences, and participate in trending challenges to increase your brand’s visibility.


Capture organic reach with reels, engage with stakeholders and convey the brand aesthetic. Here is one example of a gorgeous feed that we guide:

yellow house instagram real estate


  • LinkedIn: LinkedIn is an excellent platform for targeting professionals and promoting your multifamily community to individuals seeking corporate housing or upscale living options. Share industry insights, thought leadership content, and career-related information. Utilize LinkedIn Groups and engage with relevant communities to expand your network.

  • Twitter: Twitter provides a real-time platform to share news, updates, and engage in conversations. Use Twitter to amplify your brand message, engage with influencers and industry leaders, and share timely information about your multifamily community, such as new listings, promotions, and events.

  • YouTube: As the second-largest search engine after Google, YouTube offers immense potential for multifamily marketing. Create engaging videos, including property tours, resident testimonials, and informative content about your community and surrounding area. Optimize your videos with relevant keywords and descriptions to improve visibility in search results.

  • Pinterest: Pinterest is a highly visual platform where users discover and save ideas for various aspects of their lives. Create boards that showcase different aspects of your multifamily community, such as interior design inspiration, local attractions, and tips for apartment living. Include high-quality images and optimized descriptions to attract users searching for inspiration.


In the dynamic landscape of multifamily social media marketing in 2023, staying informed and adapting to the latest trends and strategies is crucial for success. By embracing video content, leveraging user-generated content, collaborating with micro-influencers, integrating chatbots, utilizing hyper-targeted advertising, fostering community engagement, and leveraging data-driven insights, you can elevate your multifamily brand’s online presence, attract qualified prospects, and nurture lasting resident relationships. Stay ahead of the curve and make 2023 a remarkable year for your multifamily community’s social media marketing.
When there’s a multifamily asset that requires an elevated approach, Greystar calls upon Yellow House Creative Consulting. We’re proud to work on multiple projects with Greystar and many other real estate property managers and developers throughout the country.
From our award-winning TikTok content to generating 40% of all leads for Quadro Miami, to the cult following we have created for Alluvion, YHC is the leader in multifamily residential social media marketing.

At Yellow House Creative we specialize in helping multifamily residential property managers create a great sense of community. Drive leases and condo sales in 2023! Reach out to us to chat about your project: info@yellowhouseconsulting.com.

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