Summary

The key to developing and maintaining a successful multifamily rental business is establishing an active online presence that engages current residents in order to attract and maintain new residents. Here are some highlights from our CMO to CMO discussion series on the topic.

Multifamily Marketing in 2025: Retain Residents through Social Engagement and Reputation Management

Marketing trends are always changing, but one thing remains the same: happy residents stay longer. In a competitive rental market, multifamily marketers must focus on keeping residents engaged, building trust, and improving their online reputation.

Easier said than done, right? Indeed, there’s a lot to it. In fact, this topic was recently discussed by SOCi CMO Monica Ho in a webinar, CMO to CMO: The 2025 Outlook for Multi-Location Businesses. The entire conversation between Ho and Ellie Doty, Founder of High Impact Marketing, is essential for any property management professional, and we’ve extracted three simple tips to get you started off right in 2025.

1. Make Properties Easy to Find Online

As you know, renters want a place that “checks all the boxes,” or meets all their minimum requirements. In SEO terms, they’re going to search with a long-tail keyword, something specific like “pet-friendly two-bedroom apartments near downtown,” as opposed to a broad long-tail term like “apartment for rent.” To make sure potential tenants can find you, ensuring your property appears in these searches is crucial.

How to Improve Search Visibility:

• Keep Google Business Profiles updated. Accurate hours, contact info, and photos help renters find and trust your listing.
• Optimize for AI-driven search. Google’s AI summaries pull information from the internet, so high-quality content matters more than ever.
• Use natural, detailed descriptions. Match your content to how people actually search.

A strong online presence helps prospective residents find your property faster. SOCi’s Genius Search Agent can help you manage listings, optimize search rankings, and stay ahead of search trends.

2. Manage Your Online Reputation

Online reputation can make or break a property. A single bad review can turn potential renters away and make current residents reconsider renewing their lease. The good news? You can take control of the conversation.

Tips to Build Resident Trust:

• Respond to reviews promptly. Show residents you care by addressing concerns and thanking them for positive feedback.
• Encourage positive reviews. Ask satisfied residents to share their experiences online.
• Be consistent across platforms. Ensure your property’s contact details, photos, and descriptions are up to date everywhere renters search.

SOCi’s Genius Reputation Agent makes it easy to monitor and manage reviews across multiple platforms, helping you protect and improve your reputation.

3. Use Social Media to Keep Residents Engaged

Social media isn’t just for attracting new renters—it’s a powerful tool to retain current residents. Posting engaging content makes residents feel like part of a community, increasing their likelihood of staying long-term.

Simple Social Media Tips:

• Showcase your community. Post photos and videos of resident events, property updates, and local attractions.
• Respond to comments and messages. Quick responses build trust and keep residents engaged.
• Be consistent. Post regularly to keep your property top of mind for both current and prospective residents.

With SOCi’s Genius Social Agent, you can easily create and schedule content, making social media management hassle-free.

You Can Master Multifamily Marketing in 2025

A great resident experience starts with trust, engagement, and easy-to-find information. By optimizing for search, managing reviews, and posting engaging content, you can boost retention and attract new residents effortlessly.

Want to hear more of Monica’s tips for mastering marketing in 2025, and advice from her interview with experienced CMO Ellie Doty? Watch the full webinar here.