Social Media 101: A Property Manager’s Guide to Showing Up (Without Burning Out)

So here’s the deal.

You didn’t sign up to be a full-time content creator. And yet somehow… social media has made its way onto your already-full plate.

Don’t worry — you don’t need to be an influencer, video editor, or marketing expert to make an impact. You just need a plan, a few go-to tools, and a solid understanding of why showing up online matters in the first place.

Good news: you’re already halfway there.


This guide will walk you through the rest.

1. Why Social Media Still Matters (Even If You’re Not a Big Brand)

Social media is your community’s digital front porch.
It’s where people:

  • Discover your community

  • Feel what it’s like to live there

  • Decide if they want to take the next step

A strong social presence helps with:

  • Visibility (hello, new leads)

  • Credibility (especially when paired with reviews)

  • Connection (aka resident retention gold)

Even a few posts a week can help you stay top of mind — and that’s half the marketing battle right there.

2. Set the Goal: What Are You Trying to Do With Your Content?

Social media should support at least one of these goals:

  • Attract attention from future renters

  • Nurture leads who are still deciding

  • Build trust with current residents

  • Showcase the personality of your property

We break this down even further in your monthly Social Media content planner and monthly social plan, with caption prompts tied to specific goals — so you’re not just posting to post.

3. Choose Your Platforms (And Keep It Simple)

You don’t need to be on every platform.
Start where your renters already are — usually:

  • Instagram (visual, stories, reels, DM-friendly)

  • Facebook (events, resident groups, community feel)

💡 Tip: You can use Meta Business Suite (free) to schedule posts to both at once.

4. What Should I Be Posting? (The Real Question)

Here’s an easy content formula we use in Spark:

🌱 The Sprout Social Mix:

  • Community Vibes – Photos of your spaces, staff, pets, and day-to-day

  • Resident Life – Events, birthdays, shoutouts, move-in baskets

  • Local Flavor – Businesses, places to explore, events nearby

  • Engagement Posts – Polls, questions, fun facts, “this or that”

  • Value Adds – Moving tips, home hacks, rent reminders, FAQ answers

  • Leasing Lightly – Show off available units without the hard sell

⬇️ You’ll find a full month of caption templates and coordinating graphics inside your membership that fit this mix already. Just customize them with a little local info (like your city, staff names, or upcoming events), and you’re good to go.

Think of this as your social media insurance policy — the foundation that keeps you consistent and visible, even on busy weeks.

Once that’s in place, it’s easier to sprinkle in the fun, spontaneous stuff:

  • Snap a photo of a pretty sunrise over your pool

  • Repost a resident’s story and add a GIF

  • Take a quick video of a fresh unit before a tour

  • Show a behind-the-scenes moment from your leasing team

⭐️ That mix of planned and in-the-moment content is where the magic happens.

5. Keep It Fair Housing Friendly

You’ve probably heard it before, but it’s worth repeating:

‼️Fair Housing also applies to your social media.

That means:

  • Avoid selective language like “perfect for young professionals” or “ideal for families”

  • Don’t show a single type of resident over and over

  • Focus on features, not just people

Inside your membership, our captions and templates are written with this in mind — so you can post with confidence.

6. Show Up Consistently (Not Constantly)

You don’t need to post every day.
But you do want to show up consistently.

Start with:

  • 2–3 posts/week

  • 1 story per day (even just a behind-the-scenes peek)

📅 Use the monthly calendar inside your membership to plan it out — and check off what you’ve done.
Batch your content one day a week if you can, and then you’re free the rest of the time!

7. Don’t Just Post — Engage

This is where trust and connection grow.

After you post:

  • Respond to comments

  • Like and reply to resident posts

  • Reshare tagged content to your story

8. Track What’s Working

Keep it simple:

  • What types of posts get the most likes, comments, or DMs?

  • Are you seeing more engagement after events or giveaways?

  • Are residents tagging you more often?

Your Spark Monthly Snapshot has a place to jot this down so you can double down on what works.

9. Done-For-You Help (Because You’re Busy)

Feeling stretched thin?
We’ve got you.

🌟 Social Assist is available for members who want us to post 12 times/month for you — no extra work required.
You stay visible, professional, and active — without having to touch a thing.

Final Thoughts: It Doesn’t Have to Be Perfect. Just Present.

People connect with people — not perfectly filtered feeds.


Show off what makes your community unique. Let your personality shine. And if you miss a post or two? No stress. You’re still making progress.

Keep this guide handy. Use your Sprout tools. Lean on the support you already have.

🎧 Want more?

  • Listen to the Multifamily Mix podcast for weekly tips and inspiration

  • Explore your Spark Training Library for deeper dives and member exclusives

You’ve got this. You’re not behind. You’re just getting started — and we’re right here with you. 💛