As marketing director at American Landmark Apartments, Devin Lusk is creating genuine, connectable content for the firm’s social media accounts. By mixing storytelling, polls, and targeted campaigns, Lusk aims to turn clicks into signatures by building a level of connection before a prospective resident even enters the leasing office.
“Leasing is emotional. The properties that win are the ones that feel like home before the tour even happens,” says Lusk. She shares ways to boost multifamily digital engagement below.
How can digital engagement steer leasing?
Digital engagement helps bridge the gap between the tour and the lease. It keeps us top of mind while building trust and showing off the real-life experience. A friendly DM reply, a post that answers their unspoken questions, or a quick event recap can be the nudge that turns interest into action.
What could cause potential renters to swipe past property content on social media?
Renters scroll past content that feels generic, like stock photos or posts that could belong to any property. To grab attention, it needs to feel real. Each community has its own personality, and that is what we focus on showing. Authentic and original content helps people connect and picture themselves living there.
Can you share three strategies on how to “stop the scroll”?
To stop the scroll, we lean into three key strategies: showcasing real people and pets to build authenticity; using short-form video to quickly highlight spaces and moments; and creating interactive posts like polls or quizzes to drive engagement. It’s all about making the content feel genuine, engaging, and worth pausing for.
In what ways can you measure digital engagement success past likes and views?
We look at digital engagement through the lens of “community ROI.” Beyond likes and views, we ask: Are residents happier? Are renewal rates up? Are more people referring their friends? Survey scores and resident feedback give us real insight. You might not always trace a lease directly back to a post, but the impact shows up in stronger connections and a more engaged community.
Are there any trends you’re seeing in multifamily social media?
Leasing teams are becoming creators. User-generated content from staff or residents can be done relatively quickly and reviewed for any improvements or feedback. This is important because social media trends come and go quickly, so generating content that is trending will speak to audiences in an effective manner.