Stop the Scroll: Social Media Strategies That Turn Views into Leases

Feb 17

Let’s be real—if your real estate marketing still looks like a Craigslist ad from 2012, you’re losing leads. In 2025, social media isn’t just a tool—it’s the battleground where properties win (or lose) renters. And for multifamily and mixed-use developments, standing out takes more than just a few pretty pictures and a “Call us for more info!” caption.

Here’s what’s working right now to turn eyeballs into leases.

1. Video-First Content: Because No One Reads Anymore

Let’s be honest, no one wants to scroll through another “Spacious 2BR with great amenities” post. Show them instead. Video brings listings to life and keeps potential renters engaged.

What Works:

Short, engaging property tours
Time-lapse construction progress (because everyone loves a transformation)
Intros to the leasing team
Resident testimonials that don’t feel staged

Example: A luxury mixed-use project in Austin teased its rooftop pool views with quick, punchy video clips—leasing inquiries doubled before the building even opened.

2. Hyper-Local Targeting: Sell the Neighborhood, Not Just the Building

People aren’t just renting a unit—they’re buying into a lifestyle. Hyper-local social media marketing makes your property feel like the place to be.

What Works:

Ads targeting people who live/work nearby
Content featuring neighborhood hotspots (cafés, gyms, bars)
Geofencing ads that pop up when people visit competitor properties (savage, but effective)

Example: A Denver high-rise ran ads featuring the city’s trendiest brunch spots—because let’s face it, avocado toast sells apartments.

3. Influencer & Resident-Generated Content: Let Them Sell It for You

No one trusts a leasing office as much as they trust real people. Partnering with local influencers and encouraging resident-generated content makes your property feel more authentic (and way less “salesy”).

What Works:

Micro-influencers showing how your property fits their lifestyle
Resident takeovers sharing their favorite amenities
Giveaways for tagged posts (because people love free stuff)

Example: A mixed-use community in Atlanta had a local fitness influencer highlight the on-site gym and smoothie bar—leasing applications shot up overnight.

4. AI Chatbots: Because People Expect Instant Answers

No one wants to wait 48 hours for a leasing agent to reply. AI-powered chatbots instantly respond to inquiries, schedule tours, and keep leads warm.

What Works:

Chatbots answering FAQs 24/7 (because renters browse at 2 AM)
Automated replies for pricing, specials, and availability
SMS follow-ups that feel personal, not robotic

Example: A Miami high-rise added a chatbot to handle Instagram DMs—tours increased 40% because no one got ghosted.

5. Community-Focused Content: Build the Vibe, Not Just the Units

A building is a box with walls. A community is what sells. Showcasing the vibe of your development helps renters see themselves living there.

What Works:

Featuring local businesses & events that create a neighborhood feel
Live Q&As with residents & property managers (keep it casual, not corporate)
Showcasing activated pet-friendly spaces, coworking lounges, and social events

Example: A mixed-use project in Chicago ran a “Meet the Neighbors” series, highlighting the café downstairs and local dog park. Engagement—and pet deposits—skyrocketed.

6. Short-Form, High-Engagement Content: Hook ‘Em Fast

People scroll fast, so your content needs to grab attention instantly. Quick, snackable content that entertains while informing is the key to higher conversions.

What Works:

“Day in the Life” clips featuring real residents
Before-and-after unit transformations (because everyone loves a glow-up)
Creative trends—like “What $2,500 gets you in [City]”

Example: A Brooklyn developer posted a 15-second video flipping a vacant unit into a stylish loft—views blew up, and applications tripled.

Social Media = A Powerful Leasing Tool

The days of slapping an ad on Zillow and hoping for the best are over. When incorporated strategically into your marketing mix, social media can be a very powerful leasing tool.