How to Make a Social Media Calendar for Your Apartment Community

How to Make a Social Media Calendar for Your Apartment Community

September 12, 2017 11:00 am Published by Isabella Housel 1 Comment

Last Modified: April 20, 2025 7:13 pm

Reading Time: 9 minutes

Running social media for your apartment community can be a lot of work, but it doesn’t have to be overwhelming. It’s easy to feel stuck trying to come up with new ideas every day or forgetting to post during a busy week. That’s where a social media content calendar comes in handy. Think of it like a planner, but just for your social media.

A content calendar is a simple tool that helps you plan what to post, when to post it, and where to share it, such as on Instagram, Facebook, or TikTok. Instead of scrambling to post something at the last minute, you’ll already have your ideas and schedule ready.

Using a calendar not only saves you time, but it also helps you stay consistent. When you post regularly, people are more likely to follow you, stay interested, and even share your community with their friends. It also makes your apartment brand look more professional and active. Plus, it helps you highlight the best parts of your property, like events, amenities, and happy residents, all while keeping things fun and creative.

If you’ve never made a content calendar before, don’t worry. You don’t need any fancy software or special skills. In this guide, we’ll walk you through a few easy steps to help you set up a calendar that works for you and your team. Whether you’re just getting started or trying to improve what you’re already doing, this process will help make your social media smoother, brighter, and more effective.

Step 1: Choose Where You Want to Post

Before you start planning out your content, it’s essential to decide which social media platforms you’ll focus on. You don’t need to be on every app, especially if you’re just getting started or have a small team. Instead, pick one to three platforms where your current residents and future renters are most likely to spend their time.

Instagram is one of the top platforms for apartment marketing because it’s all about visual content. People love scrolling through beautiful pictures and short videos, and your apartment community has plenty of great things to show off. You can post eye-catching photos of your pool, gym, or clubhouse. You can also share Reels that showcase your floor plans, give quick tours of model units, or feature behind-the-scenes glimpses of how you decorate for the holidays.
Facebook is an excellent place for building a community and posting longer updates. It’s beneficial if you want to share details about upcoming events, post reminders, or highlight what’s happening around the neighborhood. You can create Facebook Events for things like food truck nights or summer BBQs and invite your residents to RSVP. You can also post photo albums after events or share links to your monthly newsletters.
TikTok is all about short, entertaining videos, and it’s especially popular with younger renters. This is the platform to show off your personality and creativity. You can post quick apartment tours set to trending sounds, share “day in the life” videos from a leasing agent’s perspective, or do before-and-after shots of a newly renovated unit. People also love seeing resident pets, apartment decorating hacks, or funny team introductions.

Remember, each platform can be used in different ways, even with the same piece of content. A short video tour of a unit can be shared on TikTok as a Reel on Instagram and as a regular post on Facebook. You don’t have to reinvent the wheel every time. Just tweak your content a little to fit each platform’s style. Choosing your platforms is the first big step in building your content calendar. Once you know where you’ll be posting, it becomes much easier to plan what to post and how often.

When asking residents for content permissions, it’s essential to be polite, clear, and respectful of their privacy. Let them know how their content will be used and assure them that it’s voluntary. Keep the message friendly and professional, and offer them an easy way to opt in or out.

Step 2: Decide How Often to Post

Now that you’ve picked your platforms, the next step is figuring out how often you’ll post. Posting every day might sound like a good idea, but it can be hard to keep up with, especially if you’re doing everything on your own. Start small and be consistent. A good starting point is 2 to 3 times a week. Choose specific days so it becomes part of your weekly routine. For example, you might post on Mondays, Wednesdays, and Fridays. You can always add more later if you have time and the content is available. Consistency is key. When you post regularly, your followers will start to expect your updates, and they’ll be more likely to like, comment, and share your posts.

Step 3: Come Up with Post Ideas

Once you’ve chosen your platforms and decided how often to post, it’s time to plan the type of content you’ll share. This step is all about getting creative and thinking about what your audience wants to see. Great content will show off your community, make residents feel connected, and catch the eye of potential renters scrolling through their feed.

When creating a caption for your apartment’s social media post, keep it simple. Think about what you want your followers to feel or do after reading it. Are you showing off an event, a special amenity, or a fun fact? Use friendly language that matches the vibe of your community. Try adding a call to action like “Tag a friend who’d love this!” or “What’s your favorite amenity?” And don’t forget to use hashtags to help more people find your post. A good caption will help spark engagement and show off what makes your apartment community special.

You don’t have to reinvent the wheel every week. Many of the best-performing social media posts are simple, fun, and easy to repeat.

Here’s a list of content ideas to help you get started:

Resident Spotlights
- Feature a resident with a short quote and a photo.
- Share a “Pet of the Week” with a cute animal picture.
- Celebrate move-in anniversaries or birthdays (with permission)
Community Events
- Post reminders before events like movie nights or food trucks
- Share behind-the-scenes prep before an event starts.
- Post recap photos or videos to show the fun afterward.
Amenity Highlights
- Take pictures of your gym, pool, or clubhouse during golden hour.
- Post short video tours of common areas.
- Share ways residents can use shared spaces (e.g., “Best spots to work remotely”)
Apartment Tours & Floor Plans
- Share short videos or Reels that walk you through different layouts.
- Highlight unique features like walk-in closets, balconies, or an updated kitchen.
- Post carousel photos of a staged model unit.
Tips & Tricks
- Moving tips for new residents
- Apartment organization or cleaning hacks
- DIY decor ideas that work well in small spaces
Holiday & Seasonal Posts
- Decorate your leasing office and share a photo.
- Post seasonal messages (e.g., “Happy First Day of Spring!”)
- Share community-wide contests, like the one for the best-decorated balcony.
Local Area Highlights
- Recommend nearby restaurants, parks, or coffee shops.
- Share photos from local events or farmers’ markets.
- Create a mini “neighborhood guide” for new renters.
Team Introductions & Behind-the-Scenes
- Introduce your leasing team or maintenance staff.
- Show a day in the life at the leasing office.
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- Share how your team prepares for events or keeps the property looking great.
Engagement Boosters
- Polls and “this or that” questions on Stories
- Fun challenges like “Show us your apartment style”
- Fill-in-the-blank captions or Q&A posts (e.g., “My favorite spot in my apartment is ______”)
Positive Reviews & Testimonials
- Turn a great Google review into a graphic.
- Share a happy resident’s feedback with their photo (with permission)
- Create a “Why I Love Living Here” series.

Keep a running list of ideas in a spreadsheet, notes app, or even a whiteboard in your office. That way, when it’s time to plan the week or month, you’re never starting from scratch. Over time, you’ll figure out which types of posts get the most likes, comments, or shares, and you can do more of what works!

Step 4: Make Your Calendar

Now that you’ve collected your post ideas and decided how often you’ll share content, it’s time to organize everything into a calendar. This step is all about turning your plans into a schedule that’s easy to follow. Having a content calendar helps you stay on track, avoid last-minute scrambling, and make sure your posts are balanced and consistent throughout the week or month.

You can build your calendar using whatever format works best for you and your team. Some people like using digital tools like Google Calendar, Excel, or Trello, while others prefer writing things out on a printed calendar or even a large whiteboard in the office. What matters most is that it’s straightforward, easy to access, and fits into your routine.

Your calendar should include a few key details for each post. First, write down the date you want the post to go live. Then, list the platform you’ll be using, such as Instagram, Facebook, or TikTok. Next, add the type of content, such as a photo, video, Story, or text update. Finally, include a short description or title that explains what the post will be about. This doesn’t have to be the complete caption, just a quick note so you remember the idea when it’s time to create or schedule it.

Here’s a simple example of what a weekly content calendar might look like:

May 1 – Instagram – Photo – “Welcome May!” with fresh flowers in the lobby
May 3 – Facebook – Event – Reminder: Saturday night outdoor movie
May 5 – TikTok – Video – 15-second kitchen tour of our upgraded 2-bedroom unit

As you fill in your calendar, try to mix up your content so it stays fresh and interesting. For example, you might post a photo one day, a video tour the next day, and a resident spotlight later in the week. You can also plan posts around upcoming holidays, events, or move-in dates. Once your calendar is ready, you’ll feel more organized and confident. Instead of rushing to post something last-minute, you’ll already know what’s coming up, and you’ll have more time to create high-quality content that makes your apartment community shine.

Step 5: Make and Schedule Your Posts

Now that you know what to post and when to post it, it’s time to start creating your content. This might include:

Taking photos around your community
Writing captions or descriptions
Recording short videos
Creating fun graphics using a free tool like Canva

If you want to save time, try using a social media scheduling tool like Later, Buffer, or Hootsuite. These tools let you upload your photos, write your captions, and schedule your posts ahead of time, so you don’t have to remember to post in the middle of a busy day.

Even if you’re not ready to schedule posts, just having the photos and captions saved and ready makes it so much easier to stay consistent.

Step 6: Watch What Works

After you start posting, keep an eye on which posts get the most attention. Are your residents loving pet photos? Do event reminders get more likes or shares? Are video tours bringing in new followers?

Take a few minutes each week to look at your likes, comments, and shares. This helps you learn what kind of content your audience enjoys most, so you can create more of it in the future.

You can also ask for feedback. A quick poll or question sticker on Instagram Stories is a great way to ask, “What do you want to see more of?”

Quick Tips For Your Apartment Social Media Calendar

A well-planned social media content calendar isn’t just about organizing posts; it’s a powerful tool for driving engagement, staying on top of leasing goals, and quickly adapting to changes. Here’s how to make the most of it:

Adapting to Changes & Managing Crises

Your content calendar also helps you stay flexible. If weather delays an event or maintenance, you can quickly adjust and update your audience with new posts, avoiding any last-minute scrambling. This proactive approach keeps your residents informed and engaged, even when things don’t go as planned.

Aligning Content with Leasing Goals

When you plan, it’s easier to align your posts with leasing goals. For example, during slower months, schedule posts about leasing specials or features, such as move-in-ready units. A content calendar also makes it simple to schedule user-generated content, such as resident photos, which can build trust and increase inquiries.

Fair Housing Compliance & Demographic Engagement

A calendar ensures that your posts are always in line with Fair Housing laws. You can plan to include a variety of content that resonates with all demographics, whether that’s highlighting pet-friendly features for pet owners or study spots for students, without accidentally leaving anyone out.

Team Involvement & Platform Algorithms

A content calendar also makes it easier to involve your leasing team in content creation, keeping your social media fresh and diverse. Plus, by planning posts around platform algorithms, like Instagram favoring Reels or TikTok focusing on creative, short videos, you’re more likely to boost your reach and engagement.

With a content calendar, you’ll not only stay organized but also create strategic, impactful content that engages your audience, boosts occupancy, and aligns with your apartment community’s goals.

Make Your Community Shine Online

Creating a social media content calendar might seem like a big task at first, but it doesn’t have to be complicated. The key is to start small and keep it simple. Just begin with a few thoughtful posts each week and build from there. The more you do it, the easier it gets.

By staying organized and planning, you’ll save yourself a lot of time and stress. No more last-minute scrambling to figure out what to post or worrying about long gaps between updates. With a calendar in place, you’ll always know what’s coming up and can prepare content that feels intentional and engaging. You will also be able to utilize other content you’ve created more effectively, such as posts from your apartment blog or newsletter.

The most important thing to remember? Be real, be consistent, and have fun with it. People connect with authenticity, not perfection. Don’t worry about making every post look like a professional ad; what matters most is showing off the heart of your community. Share the laughter at your events, the cozy corners of your property, and the stories of the people who make your apartment complex feel like home.

With a bit of planning and a clear social media calendar, you’ll not only grow your online presence but you’ll also build stronger relationships and a sense of belonging that extends far beyond the screen.

Want expert guidance on your social media?

Categorised in: Apartment Marketing, Social Media

This post was written by Isabella Housel

Isabella Housel is a passionate and versatile professional writer with a deep love for words and a commitment to crafting compelling content that engages, informs, and inspires. With many years of experience in the industry, she has honed her skills across various genres, from creative storytelling to informative articles and technical documentation.

How to Make a Social Media Calendar for Your Apartment Community﻿