As we all know by now, social media plays a growing part in the prospect apartment search journey. However, it also has an impact on current resident experience and can even have a role in lease renewal decision-making.
When we surveyed over 1,000 prospects/renters earlier this year, we found that after contacting a community based on their social media, the largest hurdle for a prospect to continue pursuing a property was a lack of trust in the information shown. So then, what conveys that trust (or lack thereof)?
Showing actual available units — not models, 3D renderings, or AI-generated images — was the most meaningful trust-building signal. Over half of respondents expressed that seeing real units built enough trust to continue considering a community.
In conjunction, understanding what drives renters away is just as important as what attracts them. Renters were less likely to consider a property if information on pricing or availability was absent, or if photographs were overly curated.
The common thread is authenticity. When a community cannot communicate earnestly, prospects walk away.
And when asked which source of the content they believed to be most credible, respondents showed a strong preference to hear from the property management team directly.
Current residents ranked second, while social media influencers were the least credible — with only 5.5% of respondents reporting. Respondents are displaying skepticism in the trustworthiness of influences who may have been paid or otherwise incentivized to post positively about communities.
Renters want to see the real people who manage their home showing them what their living experience would actually be like. This content is simultaneously both free to create and uniquely powerful to publish.
Social media is no longer simply for discovering communities. It is a channel to display authenticity and to build trust. Operators who understand this will see greater success in both attracting and retaining residents.