Influencer Marketing: How to Promote Your Apartments

Influencer marketing isn’t just for consumer products like cosmetics and supplements. Even multifamily properties are getting into the influencer marketing game.

Social media personalities — known as influencers — offer a fresh new way to attract renters to your community. Influencers are especially effective among Gen Z renters eager for authentic, personal stories.

Ready to dive into the world of influencer marketing but not sure where to begin? Apartments.com’s Erica Byrum, assistant vice president of social media, has the tips you need to get started.

Why influencers matter to multifamily

Influencer marketing can’t replace traditional advertising strategies like online listings and paid search ads, but it can be an important addition to round out your marketing toolkit. Influencers offer some key advantages:

• Personal storytelling. Humans love stories. When an influencer talks about living at your community, it’s personal. Your fitness center isn’t just a generic-looking photo of a gym. It’s the place a popular online personality works out every morning — and it’s where she filmed that motivational reel.
• Trust. For many social media followers, influencers are like friends — only better. Over 40 percent of Gen Z customers say they trust an influencer post over an ad directly from the business, according to a GoDaddy survey in 2024. In fact, more Gen Z customers say they’re likely to buy a product recommended by an influencer (57 percent) than one recommended by a friend (40 percent).
• Reach. Influencers’ posts can be seen by hundreds or thousands of potential renters — including ones who might not know about your community otherwise.
• Repeated exposure. When an influencer lives on site at your property, your community will be seen again and again. That video with the influencer’s top cooking tips? Your stainless-steel appliances are starring, too. And when the influencer snaps a selfie at the pool, your community’s amenities are taking center stage.

How to find the right influencer

Influencers sound great — but where do you find them?

First, check your geotags to see if you already have any influencers living in your community. Partnering with a current resident is one of the easier — and most authentic — ways to get started.

Otherwise, identify which social media channel you want to focus on — like Instagram, Facebook, or TikTok — and start local.

Look for influencers who already live nearby in your city or metro. Keep in mind: An influencer doesn’t have to have a massive profile to be effective. Micro-influencers (5,000 to 50,000 followers) often have the best results.

Use relevant geotags and hashtags to search within your area for influencers who align with your brand. What kind of lifestyle does your community represent? Fitness focused, pet-friendly, tech-savvy? Review influencers’ recent posts to see if their brand identity aligns with yours.

Once you’ve narrowed down a list of influencers who might be a good fit for your community, reach out to them about working together.

How to partner with influencers

Set clear expectations about what the partnership will involve. How frequently do you expect the influencer to post about your community? Which key messages do you want to highlight? What metrics do you want to track?

“Give influencers creative freedom while ensuring they highlight your community’s best features,” said Erica Byrum, Apartments.com assistant vice president of social media.

Popular options for influencer posts include:

• Property tours
• Move-in vlogs
• Neighborhood guides

Make sure to discuss compensation upfront as well. Some properties pay a flat fee or affiliate commission, while others offer free or discounted rent or other exclusive perks. Identify the option that works best for your budget and goals.

Determine whether the influencer is just coming to your property for a visit — or signing a lease for the long term.

Watch: Erica’s top tips

Get the latest tips from social media expert Erica Byrum.

Explore more resources

Want to learn more about influencer marketing? Check out these tools and tips:

• Influencer Marketing: Your Questions Answered
• 3 Ways to Fuel Authentic Social Content
• Expand Your Social Content Through Creative Partnerships