Social Media Strategy: CONTENT CATEGORIES
If you're a property manager or onsite apartment team member, chances are your plate is already overflowing — resident events, renewals, leasing goals, and an inbox that never quits. So when exactly are you supposed to plan, create, and post social media content?
Good news: there is a better way. We’re breaking down a simple, but proven content strategy that helps overwhelmed apartment teams show up online without adding stress to their day.
Whether you’re struggling to stay consistent, need fresh social media marketing ideas for your apartment community, or you just want to stop dreading your next Instagram post, this strategy is for you.
Why Property Managers Struggle With Social Media Marketing
Let’s call it like it is: most onsite apartment teams don’t have the time, headspace, or tools to manage consistent apartment social media marketing.
You’re reacting instead of planning
You waste time trying to figure out what to post
You feel like you’re either always selling or completely silent
Sound familiar? You’re not alone. But there’s a way out — and it starts with content categories.
The Apartment Social Media Strategy That Simplifies Everything
Think of Your Social Posts Like Meal Prepping
Just like you might meal prep on Sundays to save time during the week, you can apply the same concept to your apartment social media content. That’s where content categories come in.
Instead of starting from scratch every time, create a system you can rinse and repeat.
The 3 Content Posting Categories Every Apartment Community Should Use
Here’s a simple formula that gives structure to your posting schedule
#1 Marketing Content:
These are the posts for lead generation and visibility.
Discounts/Specials
Encourage Touring
Unique Features
Communal Amenities
Product Spotlight
Neighborhood Feature
Tag A Business
Testimonial
F.A.Q.
Referrals
Follow Ups
Sample Marketing Graphics
Click to download or customize and visit your Simply Social plan for daily posts!
#2 RETENTION Content:
These are perfect to love on the residents you already have (and make potential residents a little jealous).
Meet The Team
Welcome
Appreciation
Reminders
Neighborhood Highlights
Events
Behind The Scenes
Business Perks
Encourage Reviews
A Note from Barbara:
One of my favorite ways to mix up social content and keep residents engaged? Share what’s happening nearby… not just in your community, but around it.
Food truck Fridays.
Free yoga in the park.
Dog-friendly patios.
Cute coffee shops with solid Wi-Fi and even better vibes.
When you show up as the local guide, residents pay attention and bonus: prospects start to see the lifestyle too.
This is one of those simple posts that does double duty:
Retention + Marketing.
Sample Retention Graphics
Click to download and visit your Simply Social plan for daily posts!
#3. Just For Fun Content:
You can’t replace good relatable content. Use this category to stay human, relatable, and boost engagement.
Seasonal Engagement
National Fun Days
Quotes
Tips
Tutorials
Virtual Game
Questions or Polls
Caption This Photo
Days of the Week
Anything Fun and Silly
These are low-effort, high-engagement posts that show your personality and keep your feed fresh.
Sample “Just for Fun” Graphics
Click to download or customize and visit your Simply Social plan for daily posts!
Mix and Match with Format + Intent
Once you pick your category, customize it further by choosing:
Format: Static image, carousel, reel, story, or face-to-camera video
Intent: Educate, inspire, entertain — or a mix of all three
This gives your content variety without the overwhelm.
A Weekly Social Media Plan for Apartment Communities
Here’s how to make this strategy actually work in the real world:
Try this simple 3-day rotation:
Monday: Marketing (e.g. a tour reel or special promo)
Wednesday: Retention (e.g. meet the team or upcoming event)
Friday: Just for fun (e.g. meme, poll, or game)
Once you’ve got that rhythm down, you can expand to more days or plug in seasonal content.