How to Centralize Your Social Media in Multifamily
Tired of inconsistent social media across your properties? Discover how a hybrid approach—powered by AI and local insights—is helping multifamily marketers finally hit 100% participation without burning out onsite teams.
Traditionally, property management companies have delegated the task of social media posting to onsite teams. But in practice, about 50% of onsite teams fail to regularly perform this task. The result? Inconsistent social feeds, missed engagement opportunities, and a diluted online brand presence.
If you’re in the camp that believes consistent posting on social is a critical marketing task—and most modern marketers are—then you already know just how important social media is in today’s multifamily marketing strategy. The real question is: How do we get that consistency across every property—ideally, hitting 100% participation?
Introducing Centralization
Instead of waging an endless battle to train, monitor, and coach 100’s of onsite teams, many organizations are opting to centralize their business functions, and this includes social media management. The idea is simple: have a dedicated team at corporate focus on posting on behalf of individual communities, freeing up teams to do what they do best—support residents and manage the community.
However, centralizing social media management poses its own set of challenges.
The Challenges of Social Media Centralization
Most platforms that advertise “centralization” end up simply reposting the same unbranded, generic content across the entire portfolio. This approach might check the “centralization” box, but it misses the mark on brand authenticity, relevance, and engagement.
Creating unique, brand-relevant content at scale is undeniably labor intensive. And even more challenging: integrating the real subject matter experts—your onsite teams—into the workflow. After all, no one knows the community, the residents, and the local flavor better than the people on the ground. When your teams are dispersed, true co-creation gets tricky -- fast.
A Fresh Approach: Hybrid Centralization
Our philosophy around centralizing social media management isn’t new—but it’s always been tough to execute. Fortunately, the landscape has shifted. Today, a hybrid approach that blends centralized resources with onsite authenticity is not only possible, it’s practical.
1. Onsite Teams Supply the Facts, Central Teams Create the Magic
We keep it simple for everyone. Onsite teams don’t need to join meetings or review designs—they just need to send a quick note with anything happening for the month that’s post-worthy. Nothing fancy. Once they realize all it takes is a one-sentence email, the idea gates open. Suddenly, they’re sharing local updates, events, and moments we can turn into polished, on-brand content tailored to each property.
2. Efficiency at Scale: Let AI Handle the Heavy Lifting
Labor-intensive tasks like content creation and personalization don’t have to drain your team. With detailed brand profiles, smart DAM systems, and a well engineerd "brand context", efficiency becomes the new standard. AI Agents access each property’s brand DNA to generate ideas, organize inputs, and produce on-brand copy and creative—fast. The result is high-quality content without the usual time sink.
3. Ongoing Stream of UGC Content
Onsite teams are encouraged to regularly capture and share photos and videos from everyday property life—resident events, amenities, candid moments, seasonal décor, and more. A simple workflow makes it easy for staff to quickly upload their “B-roll” content, giving the central team a creative playground for authentic, visually compelling posts.
You can even source content directly from residents. Whether it’s through a photo contest or a casual call for submissions, resident photos often feel more authentic—and in many cases, they’re like golden testimonials. A smiling resident on move-in day or a pet lounging in the green space can tell a stronger story than any stock photo ever could.
Final Thoughts
Centralizing your social media presence doesn’t mean giving up on authenticity or hyper-local storytelling. With a hybrid approach, you can enjoy the best of both worlds: the efficiency and skill of a centralized marketing team, powered by the insights and real-time contributions of your onsite experts.
What other challenges do you see with centralized content creation? How have you bridged the gap between corporate and onsite teams? We’d love to hear your thoughts—share in the comments or reach out directly!