Why Multifamily Leaders Canโt Market Like Itโs 2015
At last weekโs Yardi conference, one session caught my attention for reasons that had little to do with compliance deadlines or operating expenses. It was about social media. The data shared was striking:
TikTok has 117.9 million monthly users, reaching about one in three U.S. adults.
YouTube Shorts reaches 172 million, about half of U.S. adults.
Instagram Reels leads the pack with 253 million users, more than 70 percent of U.S. adults.
Those are not just statistics about entertainment. For those of us in multifamily housing, they are a wake-up call.
The Shift We Cannot Ignore
Our future residents are not only consuming content through these platforms. They are making decisions. About where to live. Who to trust. What communities to apply for. The platforms that used to be secondary in our marketing strategies have become primary arenas for influence.
I still remember when apartment marketing was dominated by print flyers, drive-by signage, and ILS listings. Digital ads came next, and for a while, simply having a website with decent photos set you apart. Then came Facebook, Instagram, and Google reviews. Each step felt like an evolution.
But here is the truth: we cannot afford to market like it is 2015. The world has moved on. Our prospective residents are not flipping through print guides or waiting for email blasts. They are in motion, on their phones, and swiping through Reels, Shorts, and TikToks.
Why This Matters for Multifamily Operations
Marketing might seem like a separate discipline from operations, but in multifamily housing, they are intertwined. Occupancy drives revenue. Resident experience drives retention. And in a competitive environment, the story you tell about your property shapes both.
If we are not showing up where people spend their time, we are falling behind before the leasing process even begins. Prospective residents will not wait for us to catch up. They will choose communities that already speak their language and meet them in their digital world.
From Messaging to Medium
Adapting to this shift is not about dancing on TikTok or chasing every trend. It is about understanding how communication itself has changed. Short-form video is not just a style. It is a medium that condenses trust-building, storytelling, and visual proof into under a minute.
Think about it this way: a property photo can show a pool. A listing can describe the amenities. But a 20-second video of residents laughing at a summer event by that same pool does something different. It shows community. It conveys belonging. It speaks to emotion, not just information.
That is the kind of content that influences decision-making in todayโs market.
Overcoming the Industry Gap
So why have we, as an industry, not embraced this fully? Part of it is mindset. Many leaders still see platforms like TikTok as trivial. Others fear the learning curve or the perceived cost. Some worry about compliance or brand control.
I understand those concerns. But the cost of inaction is higher. Every month we hesitate, another community is building visibility, shaping perception, and gaining the attention of the next wave of renters.
I have worked with teams who discovered that their residents were already creating content about the property, sometimes positive and sometimes not. The choice is not whether our communities are on these platforms. They already are. The choice is whether we will be active stewards of that presence.
Practical Steps to Start
Adapting does not mean overhauling everything at once. Here are practical moves I have seen work:
Audit where your audience is. If your resident base skews younger, TikTok may be crucial. If it is broader, Instagram Reels and YouTube Shorts provide reach across demographics.
Repurpose content. A short walkthrough video of a model unit can live on three platforms with minor edits. Do not reinvent, reformat.
Empower site teams. Leasing staff with smartphones often know how to capture authentic content better than polished marketing firms. Give them permission and guidelines.
Focus on storytelling. Highlight real resident experiences, staff introductions, and community events. People trust people, not just polished ads.
Measure engagement, not perfection. Early videos may be awkward. That is fine. The key is consistency and improvement over time.
A Story From the Field
One property I worked with decided to pilot short-form video by posting a 30-second reel of a resident event. Nothing fancy, just a clip of kids at a back-to-school party, staff handing out supplies, and parents smiling in the background.
The video reached more people in a week than their website had in a month. Prospects began mentioning it during tours. Current residents shared it with friends. Occupancy did not change overnight, but the propertyโs reputation as a vibrant, caring community started to spread in ways that static ads never accomplished.
That is the power of meeting people where they already are.
Closing Reflection
We are in an industry that thrives on stability, but our residents live in a world defined by change. The way they consume information, make decisions, and build trust has shifted dramatically. We cannot afford to keep marketing like it is 2015.
The question for leaders is simple: will we adapt our messaging, modernize our visuals, and embrace the platforms where our future residents already live? Or will we continue to treat short-form video as optional while others seize the advantage?
In multifamily operations, crowded waters are nothing new. The difference now is that the current has shifted, and if we do not row with it, we risk drifting behind.
So as you plan for the next season, ask yourself: are we telling our story where it matters most? Because in todayโs market, the communities that thrive will be the ones that show up not just on brochures or websites, but in the reels, shorts, and stories scrolling through the phones of tomorrowโs residents.
