Basic Facebook Strategy for Apartment Communities

In 2011, I took a year off of Facebook. It was great. Sure, I missed some cute baby pictures, but really, it was sweet relief to slow the stream of content. Now, part of my job is managing multiple social media accounts and leveraging these platforms for my clients and my company, Resident360.

Honestly, social media both annoys and awes me. It really is amazing to be able to spread information, communicate ideas and connect with people instantly. But, at the same time… wow. There’s a lot of information and scrolling through it all can make me crazy.

So, what’s the point? Everything you post on your apartment community Facebook page must have value. Don’t post something just to post something.

Maybe you love managing the Facebook page for your apartment community. Maybe you think of social media as a necessary evil, like feeding the SEO Monster.

Either way, a little structure and a simple plan can help. If you’re looking for some really practical advice for what to do with your apartment community’s Facebook page, I think the suggestions below will help you.

Disclaimer: This is not the only way to manage a Facebook account. It’s just a way to start if you don’t know what to do, or need some fresh ideas.

Basic Facebook Strategy for Apartment Communities


  • Post minimum of 1x per week
  • Maximum of 3x per week (unless you’re posting about water being turned off, or repair issues that affect the entire community. Then more is fine, of course.)
  • Make sure what you post is of value to the residents or they’ll remove you from their news feed.
  • Vary your post topics between Local Info, Community Info, and General Interest.
  • Remember this is NOT your personal FB page. Evaluate whether the posts hold value or interest for your community. Don’t post just for the sake of posting.
  • Strike a tone that is both friendly and professional. Remember that social media can lead to Fair Housing issues so be sure to be inclusive and aware.

Content Strategy:

You could rotate through this pattern:

  • Post a reminder for residents about the pool party on Saturday
  • Post a link to a local event that would interest your demographic
  • Post a quote or funny fact related to the season or holiday.
  • Ask a question that could be related to a holiday or for the community. For example: “What’s your favorite dish to bring to a pot luck? Post links to recipes here.” Or ask residents about community activities  “Would you be interested in a Saturday walking group with other residents?”
  • Post a photo of a community event or of a particularly beautiful area on the property. Maybe the monument sign has snow on it. Or new flowers were just planted by the leasing office. Show off your community through the seasons or when special events happen.

Wash. Rinse. Repeat. Or Mix it up!

(Photo Credit)

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