The 5 Reasons Social Media Matters for New Construction

When planning a new construction property, social media is an essential tool. A social-first marketing strategy can support your project from the ground up.

And it’s never too early to start. You might think your property only needs social media channels once your new units are ready to lease. But the truth is that social media should be part of your plan even before construction begins. Here’s why.

1. Create visibility early on

Like a website and Google Business Profile, social media channels make it easy for future residents, potential employees, and locals in the neighborhood to find you. Start establishing your online presence from the very beginning.

What’s happening with that construction site over there? Locals can quickly search online to discover your social media profiles and learn more about your upcoming property.

2. Generate buzz before you launch

There’s no need to wait until your doors open to start marketing your property. Social media channels can give your future residents a glimpse of what to expect, from 3D renderings of what the community will look like to details about the amenities to come. This helps you generate excitement, build a waitlist, and gather input from potential residents.

3. Stand out from the competition

What differentiates your community from others in the neighborhood? Stand out in the market by showing off your property’s unique features. A strong social media presence helps you build brand awareness, highlight your community’s identity and values, and get more attention than your competitors.

4. Spend less on marketing

Social media is a budget-friendly tool for generating buzz. When you take advantage of popular channels like Facebook and Instagram to draw attention to your property, you can reach a wide audience without breaking the bank.

And what’s more, that marketing serves double duty. Not only is social media a great way to connect with prospective residents, it’s also a useful tool for drawing top talent to your onsite team.

5. Provide real-time updates

How is construction going? Your future employees and prospective residents will want to know the latest news about your property. Is it on track, ahead of schedule, or facing any delays?

With social media, you can easily keep them up to date with the latest information: when the foundation has been laid, when plumbing and electrical work are complete, and more. You can also show photos of your in-progress units and community amenities to further build excitement.

Looking for more resources?

Interested in personalized support with your social media strategy? Check out Apartments.com’s Social & Reputation Suite.

And for more strategies specific to new construction, see 7 Tips for Completing a Successful Lease-Up.