Social media isn’t just for cat videos, brunch photos, and arguing with strangers—it’s one of the most powerful (and cost-effective) tools you can use to fill your vacancies faster and build a stronger brand as a rental property owner. If you’re not already using it to market your rentals, you’re missing out on a massive pool of potential tenants scrolling through their feeds right now.
Here’s how to harness the power of social media to attract quality renters and keep your units filled.
Why Social Media Works for Rentals (Hint: Everyone’s On It)
Let’s start with the obvious: people live online now. From Instagram to Facebook to TikTok, potential renters are constantly consuming content—and that includes posts about homes and apartments. These platforms allow you to showcase your rentals visually, build trust with your audience, and stand out from competitors who are still stuck printing flyers at Office Depot.
According to recent studies, more than 80% of renters search online first—and many of them look for apartment tours, neighborhood vibes, and management reviews on social media.
Pro Tip: If you’re managing in a competitive market like Los Angeles, a good social media presence could be the difference between signing a lease today or sitting on a vacant unit for weeks.
What to Post: Make Your Property the Star of the Feed
No one wants to rent a boring space—and no one wants to follow a boring account either. Keep your content visually appealing and engaging. Here’s what works:
- High-quality photos and videos of your units (natural light, clean spaces, and wide angles are your friends)
- Virtual tours or “walkthrough” videos
- Before-and-after transformations
- Tenant testimonials (with permission)
- Neighborhood highlights (think local cafes, parks, events)
- Behind-the-scenes content showing your maintenance team or upgrades in progress
Not a photography expert? That’s okay. Even smartphones can shoot crisp content these days—just tidy up the space and shoot during daylight hours.
Where to Post: Choose the Right Platforms for Your Audience
Each social media platform has its own vibe—and knowing where your renters hang out helps you tailor your approach.
- Instagram: Great for beautiful visuals, reels, and neighborhood stories. Perfect for young professionals and trend-conscious renters.
- Facebook: Ideal for targeting families and older renters. Use Marketplace and local housing groups to post listings.
- TikTok: Yes, even landlords are on TikTok now. Quick, fun videos with trending audio can go viral.
- LinkedIn: Surprisingly effective for luxury rentals or corporate housing if you want to attract working professionals.
Not sure which to prioritize? Start with the platforms you’re most comfortable using and build from there.
