By Annette Valle, founder and CEO, Social Kapture
In today’s competitive multifamily housing market, property owners and managers who rely solely on intuition to guide their social media and digital marketing decisions are leaving significant leasing opportunities on the table.
While industry experience is valuable, the most successful multifamily professionals are turning to data analytics to inform their strategies and maximize return on investment.
As the founder of a social media agency specializing in the multifamily industry, I’ve seen how shifting from gut-based decisions to data-driven strategies can transform marketing performance.
Here’s a framework for identifying which metrics actually drive leasing results.
One: Track the Complete Social Media Journey
The path from social media engagement to signed lease isn’t always straightforward. Smart property managers implement methods to understand which social channels are driving prospects to their door, not just generating clicks or follows.
Two: Focus on Conversion Metrics that Matter
While follower counts and engagement rates are easy to track, they don’t directly translate to revenue. The most successful property marketers focus on metrics that connect directly to their bottom line – those that show which efforts increase tours and lead to leases.
Three: Optimize Social Ad Spend Based on Performance
Social advertising provides real-time performance data that allows for continuous optimization. The most successful property managers regularly analyze which campaigns deliver quality leads at the lowest cost, then reallocate budget accordingly.
Four: Use Social Listening for Competitive Benchmarking
Understanding how your property’s social performance compares with competitors provides valuable context for setting goals and evaluating success. Monitoring competitors’ social presence can help you identify opportunities to differentiate your property in the marketplace.
Five: Use Platform Analytics to Refine Content Strategy
Each social platform offers unique analytics that can inform your content strategy. By analyzing which post types, topics and formats generate the highest engagement and conversion rates, you can refine your approach for maximum impact.
Case Study: Data-Driven Success with Influencer Marketing
A luxury apartment community in the Western United States partnered with Social Kapture to implement a custom influencer marketing campaign based on performance data. After analyzing their marketing analytics, we identified a significant opportunity to leverage influencer partnerships to showcase the community’s unique lifestyle and premium amenities.
Our data-informed strategy involved collaborating with a carefully selected local influencer with authentic connections to the community’s target demographic. This approach moved beyond traditional advertising to create compelling, shareable content that resonated with prospective residents.
The results validated our data-driven approach:
- The campaign’s top-performing content generated over 2,300 plays, more than 480 likes, and numerous comments
- Qualified leads increased by 15 percent compared with previous campaigns
- Cost per lease acquisition decreased by 22 percent
- Overall campaign ROI improved by 30 percent
The success of this campaign demonstrates the power of our custom influencer marketing service, which combines data analytics with strategic influencer partnerships to create content that drives measurable leasing results.
Implementing Data-Driven Social Marketing
Implementing a data-driven approach doesn’t require complex systems or specialized expertise. Start by ensuring consistent lead source tracking, using platform analytics tools, and regularly reviewing performance data to identify trends and opportunities.
By committing to following the data rather than instinct, multifamily marketers can significantly improve their social media ROI and achieve better occupancy rates, often with the same or lower marketing budget.
Annette Valle is the founder and CEO of Social Kapture, a digital marketing agency specializing in social media strategies for the multifamily housing industry.