Social: What It's Really Like at Our Community (WIRL)
What’s It Really Like?
Why Real Life Is Winning in a Trust Recession
We’re in the middle of a trust recession.
People are questioning what they see online. Polished photos feel less convincing. Picture-perfect marketing feels... rehearsed.
Before someone signs a lease, they want to know what’s happening behind the curtain. What’s it really like to live there?
The Question Prospects Are Really Asking
When prospects scroll your social pages, they’re not looking for perfection. They’re looking for reassurance.
They’re asking:
● Does this feel real or staged?
● Can I picture myself here day to day?
● What does life look like after hours or on the weekend?
● Will this feel comfortable, not just impressive?
Empty spaces don’t answer those questions. Real life does.
The Try It: Show What It’s Really Like
This week, your Try It is to create a “What’s It Really Like?” post on social media. You can share it as:
● A carousel
● AReel
● Or a mix of photos and short video clips in a carousel
The format is flexible. The honesty is not.
Start With a Clear Opener
Download this Design HERE
Use a cover image or opening frame that sets the expectation. All of our sets below include an opener and additional posts.
Example:
“What it’s really like at [Community Name]” From there, let the moments do the talking.
What to Capture
Choose two to four moments that feel natural and unpolished.
● The dog park at night
● A random weekday evening with residents outside
● The community on the weekend
● Short clips from a resident event while it’s happening
● A quick drive-through of the property at night
● A walk-through showing lights, movement, or energy
You don’t need faces.
Pets, movement, backs, and wide shots all work.
Normal is the goal.
Add a Resident Voice (Optional, but Powerful)
Customize this Design HERE
To build trust faster, pair your visuals with a resident testimonial. This can be:
● A written quote over a photo
● Text on screen paired with video
● A short, casual video clip
Keep it simple:
“It just feels easy living here.”
The testimonial strengthens the post, but the visuals can stand alone.
Year-Round WIRL Set
Spring WIRL Set
Fall WIRL Set
Click to download or Customize
Winter WIRL Set
Why This Works
In a trust recession, transparency wins. This kind of content:
● Builds trust before the tour
● Reduces skepticism
● Helps the right prospects self-select
● Makes your community feel familiar before someone ever visits
You’re not just selling a story. You’re showing the truth.
Final Thought
You don’t just need better photos.
You need better moments.
And they’re already happening every day.