Any modern property management agency will understand the importance of an engaging social media presence. However, cutting through the noise and standing out in an increasingly saturated marketplace is an ever-increasing challenge. Fear not, we’ve outlined some social media marketing ideas for property management companies, to help your ads and content jump off the page and generate meaningful connections and engagement.
We’ll uncover some fantastic property management Facebook post ideas, alongside some property management Instagram ideas that will help your content stand out and generate conversions.
Consider Your Social Media Channels
With a smorgasbord of social media platforms available, choosing the right one/s is critical to your campaign success. Your first consideration should be which platforms your target market/customers are actively present and engaged on.
New & Emerging Platforms
If you’re targeting niche markets, you can experiment with Snapchat, Quora and Reddit, or you could perhaps leverage Snapchat ads if your target marketing is a younger demographic.
Tried & Tested Platforms
If it’s more of a professional marketplace you’re seeking, you may choose to post to generate instant leads with LinkedIn ads where sign-ups can lead to new conversations with property owners and investors.
The Metaverse Wins!
With 1.71 billion monthly active users on Facebook, and 800 million monthly active users on Instagram, these two channels alone continue to dominate the market as the channels of choice. It is for this very reason that today’s article is focused on Meta (Facebook and Instagram).
Paid Versus Organic Social Media
Before you read on, it’s important to note the difference between paid and organic social media.
If we are talking about organic social media, this entails posting content to your social media platforms, which is then shared with your existing followers on that platform. When we refer to paid social media, this simply means creating content and then paying for it to be distributed/broadcast to your desired target market.
At Living Online, we’ve attributed vast experience with strategizing and delivering social media marketing ideas for property management companies, including a campaign for Perth-based agency Benchmark Specialist Property Managers, whom we helped boost their social media traffic by a whopping 691%!
Having delivered a plethora of campaigns for the booming property management industry, we felt it was time to pass on some of our experience in both paid and organic social media – let’s get into it!
Plan And Implement A Social Media Calendar
With such an array of content options at your fingertips, it can be overwhelming to figure out where to start. This is where a social media calendar can be your saviour!
As the great Benjamin Franklin once said, “Failing to plan is planning to fail.” which couldn’t be truer when it comes to managing social media ideas in property management agencies. By developing a roadmap to your content, you can zoom out and develop a strategized schedule of content to ensure you delivering value for your followers, and mixing up the content to drive engagement, discussion and conversions – whilst also having a bit of fun along the way.
If you would like a working template to start developing your own social media calendar, we welcome you to browse our 10-step guide to digital domination.
Organic Social Media Ideas For Property Management
Before you start brainstorming creative post ideas to catapult your property management agency into interstellar success, you should spend some time getting familiar with the various post types.
Different Post Types In Facebook
There are in fact 6 differing types of Facebook posts available for new posts, including:
- Videos – for testimonials, how-to demos, team member introductions and brand promotion.
- Photos – for new team member arrivals, company milestones and celebrating awards.
- Links – for sharing agency blogs, pushing rental appraisals and/or sharing properties.
- Questions – for asking followers their opinions on industry-related challenges.
- Events – for webinars, in-person events and live streamed presentations.
- Text – for short, snappy headlines that stand out in news feeds, like rental vacancies.
8 Property Management Facebook Post Ideas To Get You Started
We’ve put together a series of content pieces to give you an idea of some property management Facebook post ideas to keep your owners and tenants engaged, entertained and educated with relevant and useful content.
| Content Piece | Post Format | Goal/Objective Of Post |
| Blog/news articles | Website (internal) link | Education, brand awareness, fun/entertainment |
| Owner testimonials | Video/Image | Brand awareness, social proof, education |
| Date-specific update (Xmas) | Video/Image | Fun/entertainment, brand awareness |
| Rental market update | Text | Education, market news, awareness |
| Investor evenings | Event | Owner retention, social proof, education |
| Webinars | Event/video | Education, brand awareness, social proof |
| Public question | Question | Feedback, owner retention, analysis |
| Rental appraisal push | Image/Video/Links | Promotion for appraisals, brand awareness |
Different Post Types In Instagram
Instagram is a different beast when it comes to content due to being more of a visual platform. It’s important to note that not all content from Facebook will work on Instagram due to differences in each platform’s functionality – for example, Instagram posts can’t feature clickable links.
We’ve outlined the 7 different Instagram post types available for sharing content as follows:
- Reels – forsharingproperty news updates, testimonials and property walk-throughs.
- Single Photo Posts – for sharing company awards, team updates and feature rentals.
- Carousel Photo Posts – for spotlighting properties or explaining the agency’s leasing process.
- Video Posts – for testimonials, company announcements, events and education pieces.
- Live Videos – for streaming events, property walk-throughs and competitions.
- Guides – for answering questions and sharing past content pieces.
- Stories – for day-to-day live updates to follow news, events and company updates.
8 Property Management Instagram Post Ideas To Engage Your Followers
We’ve outlined a series of Instagram post ideas which can be used to educate, entertain and inform your followers of ongoing opportunities at your property management agency.
| Content Piece | Post Format | Goal/Objective Of Post |
| Office walk-through | Reel | Brand awareness and social proof |
| Tenant testimonial | Single photo post | Social proof, education, awareness |
| Awards celebrations | Carousel photo post | Brand awareness, fun/entertainment, social proof |
| Market commentary | Video post | Education, brand awareness |
| Social media competition | Live video | Fun, entertainment, brand awareness |
| Rental pack promotion | Guide | Education, promotion for appraisals, awareness |
| Behind the scenes | Story | Brand awareness, social proof, education |
| Meet the team | Single photo post | Education, social proof, brand awareness |
Consider Your Objective
Before you ask which posts work the best, the ambiguous answer is that they actually can all be effective when used together. Selecting the right post type ultimately comes down to;
- What information you want to share with your followers.
- How you want to capture the attention of your followers?
- What action/s or goals do you want your followers to take?
Be mindful of what you’re asking of your audience, as not all followers will have the time to click through to a blog article link or answer a series of questions. Depending on your objective, a well-designed video or image post may be more suitable, especially since our brains process visuals 60,000 times faster than text, as referenced in this article.
Speak To Your Audience
Before you start posting, think about the audience you’re about to post to. Property management agencies always have two distinct customer profiles;
- Investors/Owners – the main customer group charged for property management services to maintain and manage their investment property to ensure rents are paid and the property is being looked after.
- Renters/Tenants – the secondary customer group charged by the owner for living inside the investment property and utilising its services, whilst keeping the maintenance under control.
Don’t Forget About Tenants!
It is easy to focus your content on owners and investors, as this is the core market, however it’s important not to forget about tenants too. Whilst owners are seen to be the ones who are paying the agency bills, driving revenue, and helping the property management company scale and push for new heights, it is the tenants who keep the rental returns flowing through the doors, helping owners leverage their investment – after all, that is the primary goal for any property investor.
Tenants visit your website, follower your social media platforms, open your emails and read your agency blogs, so if your content is talking about how you always strive to squeeze the most out of your rental properties, this won’t sit well with tenants.
This goes the other way too, as you don’t want to talk about your flexibility with tenants paying late rental arrears, as this may drive away business from would-be investors looking to lease with your agency.
Paid Social Media Ideas For Property Management Agencies
Whilst most property management agencies are actively promoting their services through paid social media advertisements, generating quality engagement and turning impressions into leads continues to baffle most social media managers.
Whilst it’s easy to run some basic ads, without some careful planning and consideration, you can pump hundreds of dollars into the digital marketplace, only to see little to no returns.
If you’re currently paid advertising in Facebook, we would recommend reading our Facebook Ads Audit Guide to ensure you’re getting the most bang for your buck.
If you’re new to advertising on Instagram, or looking to fully understand the paid capabilities on the platform, we recommend reading our guide on How To Advertise On Instagram.
By selecting specific advertising formats and considering multi-funnel approaches to your social media ads, you can dramatically improve the effectiveness of your campaigns, whilst stretching your advertising dollars further.
Here are some examples of effective paid social media marketing ideas for property management agencies that can drive engagement, awareness and ultimately, conversions.
Ideas For Paid Facebook Campaigns:
Incoming rental appraisals are always classified as the highest priority conversion goal as they bring in fresh leads for the agency to convert into new managements. Whilst these are considered bottom-of-the-funnel conversions, there are also other conversion points that can be used.
Traffic Campaigns That Drive Appraisals
A great way to generate leads is by launching ad campaigns which drive traffic to a landing page, where the browser can enter their information on a form, or email/call the agency to request an appraisal. Facebook has a plethora of ad formats available, however, short, snappy image-based ads often work well in driving clicks to your website.
Pro-tip:
Rather than just asking for appraisals, focus your ads on pain points typically experienced by property investors/owners. Whether or not its poor communication, expensive fees or an inability to be proactive, you can focus your campaign messaging around being the solution to their problems.
Generating Enquiries Through Lead Ads
Facebook has a unique ad format known as Lead Ads which initially appear like normal ads, but instead of users clicking through to your website, they submit their enquiry through an instant form which opens up directly inside Facebook. This provides a quick and easy user experience and can be great for collecting registrations of interest and basic contact information for future follow-up.
Pro-tip
Facebook doesn’t notify you of new lead ad conversions, however, there are several products on the market which can be used to automate notification emails for every Facebook lead ad conversion, so you never miss a lead. One such example is Zapier which is available on a free or paid plan depending on your requirements.
Short & Snappy Instant Experiences
If your website isn’t quite up to scratch, you can set up an Instant Experience which is a native full-screen experience providing users with a mini-website that sits directly inside the Facebook platform. These are perfect for creating a short and snappy digital experience with photos, videos, carousels and interactive elements that give browsers an overview of your services and unique selling points, presented in a stylish and modern user experience that converts well.
Pro-tip
Property management is all about trust, so you can refine your instant experience content to be focused on testimonials, reviews, case studies and awards. This will help to drive home the message that your property management agency is trustworthy, experienced, dedicated and of an award-winning level, where the owner should feel comfortable leaving their asset in your hands.
Remarketing From Boosted Blogs
Have an active blog that has amazing content but doesn’t get seen? You can run paid ad campaigns to promote and boost your blog content to a targeted list of readers. Whilst this is great for getting your content in front of new prospective customers, it also provides the opportunity to generate new traffic to your website, which you can then follow up with a remarketing campaign which will service ads to browsers who have previously interacted with your content. After all, if users are interested in your content, they may be “warm leads” waiting to turn into customers.
Pro-tip
Rather than hitting that “boost” button on your posts, set up a series of ads in Facebook Ads Manager with different lead images to test which one works the best. Whilst you may think the image of a smiley property manager may be enough to stop users scrolling, it may be a photo of a run-down investment property which really hits the market and generates clicks/engagement – have fun experimenting!
Ideas For Paid Instagram Campaigns:
Using Lead Forms For Newsletter Sign-Ups
We previously mentioned how lead ads can be great for generating Facebook appraisals, however these can also be used inside Instagram for top-of-funnel goals – like newsletter signups. Ads can prompt owners with a “sign up for our newsletter” call to action whilst providing a snapshot of what they’ll receive if they signup or register. Some options for newsletter content can include real estate news, rental trends, investment advice and tips for getting the most out of your investment property.
Pro-tip
This strategy will only work if you invest the time to turn your database into paying customers. Whilst this can be done in a variety of ways, our guide on How To Generate Revenue From Your Email Database gives a great overview to get you started.
Competitions To Drive Referrals
It’s a well-known fact that people are 3-4 times more likely to make a purchase when referred by a friend/colleague, and we also know that people love competitions. This is where a referral campaign can work really well inside Facebook, where ads can ask browsers to “tag a property owner” to go into the running to win a prize/s. This not only creates great brand awareness and opens up your agency to new property owners who have been referred through friends, it also gives you great content to share during the course of the competition, especially when winner/s are announced.
Pro-tip
Consider your prizes carefully. Rather than one single prize, offer your entrants a series of prizes to give them more of a chance of winning, which will encourage more entrants. You may also wish to involve external companies who can sponsor your prizes in exchange for being a part of the campaign, which again opens up your brand to new companies and networks.
Building Your Database Through White Papers
Property owners are constantly looking for guidance, advice and support for leveraging their investment asset, and since most property management agencies are brimming with knowledge, this content can be developed into a series of targeted white papers. These can be written to provide valuable, relevant and useful information for property owners to read at their own leisure. Your Instagram (or Facebook) ad campaign can simply promote the content piece and send browsers through to a landing page, where they can download the white paper.
Pro-tip
You can plan your white paper content around your current owners, by analysing common questions, pain points, requests and feedback in order to laser focus your white paper titles/themes. But before you go setting one up, we recommend you read our article on How To Create A Lead Magnet That Helps You Make Sales.
Rental Reviews
One of the most common fears of any property owner is whether or not they’re maximising their rental returns. Dynamic factors like market fluctuations, tenant turnover, government regulations and differing property management fees all presents an opportunity to offer owners a Rental Review to audit their current property management service and rental returns. All you’ll need is their contact details and the property address, and you’ll then have the perfect opportunity to follow up with a proposal to either match or better their current offering, especially if they’re unhappy.
Pro-tip
Whilst you may want to send browsers off to an external website to fill out the form, it may be easier and quicker running your Instagram campaign through a lead form ad. As property owners are often time poor, keeping the enquiry process simple will mean less barriers to enquiry and more volume of incoming leads. After all, the only details you need are contact details and a property address!
In Summary
The real estate industry has morphed from a print-based world of letterbox leaflets, roadside signs and newspaper ads, into a new digital era of lead generation, engagement and conversions – in particular through social media. Just like outdoor media and mass marketing channels, the social media marketplace is both crowded and competitive, requiring a carefully considered game plan.
By introducing some of the above social media marketing ideas for your property management company, you can keep your content diverse, relevant, engaging and consistent.
Before you get started, here are some quick-fire suggestions:
- Don’t push a sell-sell-sell approach, instead mix up your content and provide value.
- You don’t always have to create new content, you can curate it from elsewhere too.
- Always ensure you’re monitoring and responding to new leads and comments at all times.
- Remember your audience when creating content – owners are very different to tenants!
- Use scheduling software to save yourself time when creating new social media content.
- Don’t forget to have fun, it’s called “social” media for a reason!
Trust The Social Media Marketing Perth Experts
If this all sounds great and you’re ready to get started but have zero time to invest in a multi-faceted social media campaign, we can help!
Living Online have attributed an extensive experience working with clients throughout Australia’s property industry as seen in our full list of case studies, which outlines some specific example.
Our award-winning always welcome a new challenge, so if your property management agency is looking to dominate your industry with creative, engaging and effective social media campaigns and content, we invite you to enquire with us today to begin a preliminary discussion.
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