How Multifamily Marketers Can Simplify Social, Reputation, & Search

Alex Roth

As the digital journey to signing a lease continues to evolve, multifamily marketers are being stretched thinner and thinner. And it’s costing them. The property management industry loses $8.6 billion annually by not optimizing for local digital marketing.

In today’s renter landscape, multifamily marketers must master three key areas: search visibility, reputation management, and social media engagement. When executed well, these strategies don’t just attract new residents—they create loyal communities that reduce turnover and drive long-term success.

Here’s how marketers can simplify their approach across these three pillars while staying competitive in 2025 and beyond.

Social media has become a powerful discovery tool for renters, especially younger demographics. Platforms like Instagram and TikTok now double as search engines, helping people visualize communities and evaluate lifestyle fit before scheduling a tour.

This shift demands more than frequent posting. It requires strategic content creation optimized for visibility and engagement—a practice known as Social SEO.

Actionable Social Media & Social SEO Tactics:

Share authentic, localized content that highlights your property’s community. This could include “Day in the Life” Reels from a resident’s perspective, team member spotlights, or video tours of new amenities.
Use platform-specific search terms in your captions and hashtags. Conduct keyword research directly on TikTok or Instagram to see what renters are searching for in your city or neighborhood.
Focus on high-quality content, not just quantity. Prioritize posts that feel personal and useful. For example, a short video showing how to host a patio dinner party in a one-bedroom unit may resonate more than your average unit tour with leasing info.
Connect your social accounts to your GBP. This increases the chances your social content will appear in search engine results—bridging the gap between traditional SEO and social discovery.

Learn more: Want a deeper dive into how social content can drive search performance? Explore our guide on Social SEO for Property Marketers, featuring actionable insights from SOCi CMO Monica Ho and Social Media Expert Kelly Settino.

2. Make Your Property Easy to Find in Search

Modern renters rarely use a generic apartment search. Instead, they look for listings that check all their boxes—“pet-friendly,” “close to downtown,” or “with in-unit laundry.” Ensuring your properties show up in those searches requires more than basic SEO.

Practical Ways to Improve Search Visibility:

Regularly update your Google Business Profiles (GBPs) with hours, location details, photos, and amenities. Include specific keywords that mirror how renters search (e.g., “luxury apartments with gym access in Denver”).
Tailor property listings for local markets. For example, highlight proximity to local landmarks, dining, and public transit in neighborhood-specific posts.
Add structured data to listings and link them to your social media accounts. This not only improves search ranking but also allows content like Instagram Reels and TikTok videos to appear in Google results.
Use social platforms like TikTok for keyword research. Even if your property doesn’t post on TikTok, you can search terms like “apartments in Austin” to uncover trending phrases and use them in Instagram captions or Facebook posts.

Case in Point: Sunridge Management Group implemented SOCi’s Genius Search Agent across their 130 properties and saw a 30% year-over-year increase in Google search impressions. Their listings are now more visible and tailored to the needs of local renters, helping to fill units faster and more efficiently. Read the full case study.

3. Build Trust Through Proactive Reputation Management

Online reviews heavily influence leasing decisions—especially among renters comparing similar properties. A few poor reviews—or worse, unanswered ones—can drastically impact both your reputation and local SEO.

How to Strengthen Your Online Reputation:

Respond to reviews, automate review requests. Acknowledge positive feedback, and thoughtfully address concerns in negative ones. Even a simple “thank you for your input” goes a long way in showing renters that you’re listening.
Track sentiment trends over time to identify areas of improvement across properties. Are parking concerns a recurring issue? Is staff friendliness frequently praised? Use this data to guide operational improvements.
Use a reputation platform to reduce response time. Speed matters—quick replies show accountability and often de-escalate concerns before they snowball.

Case in Point: Sandhurst Apartment Management used SOCi’s Genius Reviews to improve their review strategy. They achieved a 25% reduction in review response time and saw a 19% boost in total reviews. By scaling their review management without sacrificing quality, they improved both sentiment and visibility. Explore how they did it.

The Bottom Line: Simplify with Smarter Tools

Multifamily marketers don’t need to do more—they need to do it smarter. From improving how renters discover your properties online, to actively managing your reputation, to maximizing your reach on social platforms, the right tools can transform marketing chaos into clarity.

The SOCi Genius Platform helps you scale local search, reputation, and social strategies with centralized control and AI-powered insights—making it easier than ever to build visibility, trust, and engagement across your portfolio.

Ready to level up your multifamily marketing in 2025?
Explore the SOCi Genius Platform or request a demo today to see how you can simplify your digital marketing efforts across all locations.