Multifamily search visibility: 10 tips to align your website & social strategy

Did you know social media is now a search tool? It’s true! Thanks to social media indexing, your social content can appear in organic search results (not just within social platforms). And that shift creates new opportunities to improve your multifamily search visibility.

We’ve written about social media indexing before, but there’s one thing we haven’t covered yet: how your website and social media strategy can — and should — align to increase your brand’s discoverability. 

It takes a strategy that treats your website and social channels as connected entities, and that’s where this articles comes into play.

Keep reading for 10 search, social and website tips for multifamily. You’ll see how to align your website and social strategy for better search performance in the AI era.  

The latest on search, social & websites  

As mentioned, we’ve written an article on social media indexing that we recommend reading. It covers what social media indexing is, Meta’s latest update and why it matters for apartment marketers.

Here’s a quick recap: Social media indexing is when search engines, such as Google, organize and rank social content. Similar to when Google indexes websites, the goal is to source and rank content for search results.

Now, social media indexing isn’t entirely new, but it can feel like a foreign concept. Many marketers think of social media as a brand-awareness tool, not a lead-generating tool that needs to be optimized, just like a property website.

But your website and social media channels aren’t all that different. Especially considering Meta’s last update that expanded which types of social content gets indexed.

Websites and social media are two of the most powerful organic search tools for today’s marketers, and your strategy should reflect that. You can easily create content that works across both platforms for maximum search visibility (and time savings).

10 tips to increase discoverability

Ready to create a fresh, aligned strategy and help your brand surface more in organic search results? We’re offering 10 simple ways to get it done.

These tips are all about working smarter, not harder. You’re already creating social posts, why not repurpose that into website content? Or vice-versa?

Let’s get into it.

1. Turn top posts into website content

If you’re posting on social media, you’re likely tracking which content performs best. If not, you should be.

Try identifying one to two high-engagement posts per week, then repurpose them into blog posts or website FAQs. It’s content you know renters are interested in, and dispersing that content means more opportunities to rank in search results.

2. Embed videos on key pages

Are videos part of your social strategy? Consider how those videos — mainly, short-form videos — can work on your website.

We recommend using short-form videos on floor plan, amenity and lifestyle pages. Incorporating quick, engaging media is a great way to show off every space visually, especially on pages designed to convert renters.

Bonus tip: Be sure to label videos on your website and social channels with keyword-rich titles, descriptions and file names. This appeals to both traditional search and AI engines.

3. Pull questions from comments & DMs

If you’re seeing recurring questions from renters on your social posts or via direct message, that’s a good thing. It shows you what they’re curious about or what information might be missing from your content.

Pull three to five frequent questions from recent posts or messages, then create FAQs on your website. Blog posts can be impactful too, if it’s a topic that warrants long-form content.

You could also pull renter questions from your Google Business Profile, then use that to inform website and social content. For example, create a quick social video that addresses top leasing questions, featuring a community manager.  

4. Highlight neighborhoods & local spots

Are you creating neighborhood-focused social content, and is that content resonating with your audience? Think about creating a dedicated neighborhood page on your website.  

These pages can spotlight multiple communities from a given area, and show renters why the neighborhood is a great place to live. They also help drive organic traffic, keep renters engaged and position your brand as a trusted resource.

You can highlight local restaurants, parks and events via blog posts. Learn more about neighborhood pages and how to create content.

5. Get keyword inspiration from social

If you’re focused on SEO, you’re focused on keyword research. But did you ever think to get inspiration from social media?

Try pulling exact phrases from renter comments on your social posts or direct messages, then work those into your website. It’s real, natural language coming directly from prospects, which search and AI engines favor.

6. Create a simple content loop

We know, we know. “Create a schedule” sounds obvious, but it’s an important tip. A content loop that works for both your website and social channels can translate to major time savings.  

We suggest picking one topic each week or month, then centering your social and website content around that. Here’s a 12-month multifamily content calendar for inspiration.

If strategizing social content comes naturally to you, start there. If you enjoy creating website content, focus on that first, then build related social content.

Also: Make sure your content educates renters, but don’t forget about driving conversions. Link to virtual tours, applications and contact forms wherever you can.

7. Format copy & captions for easy scanning

When optimizing your website copy, think about optimizing social captions at the same time. Remember, we’re working smarter, not harder! 

We talked through keyword research and using natural language, but what else can you do? Format website copy and social captions for easy scanning. Include things like bullet points, lists and short paragraphs. Search and AI engines favor easy-to-read content.

8. Track your traffic

If you’re interested in marketing analytics, this tip is for you. You might be linking renters from your website to your social media and vice-versa, but are you tracking that traffic?

If not, it’s time to start. Use UTM tracking to see which links renters are clicking, that way you know what content is resonating. Then you can adjust your website and social strategy accordingly.

9. Repurpose visuals

We mentioned the value of short-form videos, but you’re probably using other media as well, like photos.

Don’t forget to repurpose visual media from either platform, especially if you have high-quality assets. For example: Take a photo from a recent social post and use it across your website, such as in blog posts and on your neighborhood pages.  

And make sure your photos include descriptive alt text for SEO purposes.

10. Focus on quick wins

Last but not least, the simplest tip of all … you don’t need to align your strategy overnight. Small changes translate to quick wins, and those build over time.

If you create one new website FAQ next week, great. The idea is to start thinking about social as a search tool and work toward aligning your strategy.

Reach out with questions

Search is changing, and it’s opening new doors for apartment marketers. There are more opportunities to get discovered by renters online. We hope these multifamily search visibility tips have you thinking a little differently, and hopefully, more optimistically.

Reach out anytime with questions. We can even do a free audit of your website or social channels, then discuss ways to improve your strategy.

P.S. This article was inspired by our roundtable at the latest Multifamily Strategic Marketing Summit, led by Izzy Carunungan. If you like this type of content, be sure to join our sessions next year.