Social Media. It's a love-hate relationship for most people, and many marketers as well. Things change fast and every couple of years there seems to be a 'new kid in town' competing for our screen time.

In the post below, we're taking a dive into a handful of common questions we get asked at Brindle regarding multifamily social media marketing and apartment Facebook ads, including:

• What platforms should my apartment be on?
• Do I have to advertise to reach my audience?
• And what pitfalls or mistakes do you commonly see apartments making with their social media ads?

Let's dive in!

This can vary by market and target audience; however, we still find apartment Facebook ads and Instagram as the leaders (including FB Marketplace which can be a hidden gem!).

For communities targeting a younger demographic, there are apartment communities jumping on the TikTok trend and seeing significant reach.

At Brindle, we switch our ad content up periodically in order to (1) keep things fresh and (2) adjust to seasonality. And then on an ongoing basis, we're looking at the performance to optimize the ad campaigns.

A great, short-form video focusing on the community, showcasing the interiors, etc. can perform really great. Whereas with others, a classic scrolling carousel tends to outperform static ads.

Typically, prospects tend to gravitate towards seeing the actual apartment itself (interior of the unit), floor plan images, etc. vs. the exteriors (though those are still important, we only have a few seconds or less to capture attention).

Definitely – organic has its place, but we always recommend pairing that with paid apartment Facebook ads!

Most of the multifamily communities we market for at Brindle are larger luxury communities (A to B asset classifications) and therefore, typically have a larger resident audience along with constantly seeking to reach new prospects. A blend of organic and paid ads results in a winning strategy.