Multifamily Content Is Stuck in 2018. Let’s Change That.

Multifamily brands don’t just compete on price or amenities anymore. They compete on visibility and trust. If your online content hasn’t evolved since 2018, you’re already behind.

Today’s renters research everything. They’re scrolling, comparing, and paying attention to the brands that show up with real stories, consistent updates, and proof of a strong community.

Here are five ways to get ahead:

1. Publish Case Studies That Actually Say Something

It’s common to see brands say they work with “incredible clients,” but never explain what made the work special. That’s a missed opportunity. Talk about your properties, your residents, your team. People buy from people. Case studies let you show off what makes your work worth noticing.

2. Run Resident Surveys and Use the Results

Most of the research floating around the industry is outdated. If you’re relying on pre-2020 insights, you’re missing what today’s renters actually care about. Surveys are an easy way to gather fresh ideas and turn feedback into content that reflects your audience right now.

3. Stay Active on Social Media

Too many portfolios open accounts on every platform, then forget about them. A quiet Instagram page or a half-finished LinkedIn profile won’t build trust. If you’re going to be there, post regularly and with purpose. Show what daily life looks like in your communities.

4. Highlight Your Neighborhood

People don’t just rent apartments. They commit to a location. Make it easy for them to imagine their day-to-day—where they’ll grab coffee, how they’ll get to work, what’s happening nearby on weekends. Location content builds a fuller picture.

5. Put Residents Front and Center

Resident spotlights are simple to create and go a long way in showing what your community values. They’re also a powerful way to build connection with prospects who are looking for a place that feels like home.

Good content builds trust before the first tour. It creates connection in a space that’s still catching up to what modern renters expect.

Need help writing for the multifamily space? I’m a freelance content writer with experience in real estate, property tech, and brand strategy and I’d love to help.