Navigating the complexities of paid social isn't just a good idea, it's a necessity.

It’s long since been recognized that social media has evolved beyond casual networking platforms to powerful business tools. With platforms that shape how we communicate, make decisions and connect with brands, how we advertise to prospective residents has fundamentally changed. Paid social campaigns offer a direct path to visibility, but only when strategically approached. 

The rules are different now: Targeting, content and timing are everything. Understanding how to use paid social effectively could make or break your property’s next big move. Let’s dive into what you need to know to make the most of it.

The Importance of Paid Social for Property Managers in 2025

With millions of potential residents spending time on social media daily, paid social advertising offers property managers an incredible opportunity to reach targeted audiences that traditional marketing methods often miss. Platforms like Facebook, Instagram, LinkedIn, TikTok and others provide an unparalleled reach, allowing you to get your message in front of the right people at the right time.

The need for effective paid social strategies has never been greater, especially as rental markets become more competitive and prospective residents increasingly turn to digital channels for apartment searches. As resident expectations shift, so too must the way property managers communicate and market their properties. By investing in paid social campaigns, property managers can not only stay top of mind but also influence prospective residents throughout their decision-making process.

Paid social also offers precisions targeting, which is invaluable for property managers who want to focus their marketing efforts on the people most likely to convert into residents.

Key Platforms for Paid Social in 2025

In 2025, property managers should consider a few key platforms for paid social advertising. Each platform offers unique advantages, so understanding which one will resonate most with your target audience is critical.

Facebook and Instagram

As the most established platforms for paid social advertising, Facebook and Instagram remain powerful tools for property managers. They allow for hyper-targeted ad campaigns and with more than 3 billion active users across both platforms, these networks provide access to a vast audience, making them ideal for driving awareness and engagement.

Instagram, in particular, is highly visual, making it a great platform for showcasing apartment photos, virtual tours and community amenities. On the other hand, Facebook’s robust ad system offers a wide range of ad formats, from carousel ads to lead generation forms, allowing property managers to run ads that directly collect rental inquiries.

LinkedIn

While LinkedIn is primarily a professional networking platform, it’s also increasingly useful for property managers targeting corporate renters, remote workers, and other professionals needing high-quality housing. Sponsored content on LinkedIn allows property managers to reach decision-makers at companies or those moving for work-related purposes, making it a great choice for targeting a more specific audience.

TikTok

TikTok has quickly become among the most popular social media platforms, particularly among younger generations. For property managers, TikTok offers a more creative and engaging way to showcase properties. Short, engaging videos highlighting apartment features, resident testimonials or the lifestyle of living in a particular community can capture attention and go viral, making it an excellent platform for reaching younger audiences.

YouTube

Video content is king, and YouTube remains a dominant platform for video ads. Property managers can create video tours, client testimonials and neighborhood guides that offer a deeper look into what it’s like to live at their properties. By leveraging YouTube’s robust targeting capabilities, property managers can ensure individuals see their videos in the decision-making phase of their apartment search.

X

Though not as visually oriented as other platforms, X is still an important place for timely updates and announcements. It can be a good platform for promoting special offers, upcoming open houses, and rental availability. Paid social ads on X can help generate quick engagement and prompt action from followers.

How Property Managers Can Maximize Their Paid Social Efforts

Effective paid social strategies don’t just involve setting a budget and running ads. They require a thoughtful approach to targeting, content creation, and measurement. Below are some key tips for property managers to maximize their paid social investments.

Know Your Audience.

Before diving into paid social campaigns, it’s crucial to understand your target audience. This includes knowing their age, lifestyle, income level and what motivates them to search for housing. Paid social platforms offer incredible targeting capabilities, so the better you understand your audience, the more you can identify the right people.

For example, if your property is near a university, you may want to target students or young professionals moving to the area. If your property offers luxury amenities, you may want to target higher-income individuals. Once you have a clear understanding of your audience, you can refine your targeting to make your paid social ads more effective.

Invest in High-Quality Visual Content

Social media is a visual medium, and great visuals are key to standing out. High-quality photos and videos of your property, amenities, and neighborhood are essential for creating an engaging ad. You might even consider creating virtual tours or 360-degree videos to give potential tenants a full view of the space from the comfort of their homes.

Use Compelling Calls-to-Action (CTAs)

Every paid social ad should have a clear, compelling call-to-action that encourages users to take the next step, whether scheduling a tour, signing up for a newsletter or submitting an application. The CTA should be simple, direct, and aligned with the goal of the ad. Examples of strong CTAs include “Schedule Your Tour Today,” “Learn More About Availability” or “Apply Now.”

Monitor and Optimize Campaign Performance

Paid social is not a set-it-and-forget-it activity. It requires constant monitoring and optimization to ensure you get the best return on investment (ROI). Property managers should regularly review metrics like click-through rates (CTR), conversion rates and engagement to gauge the effectiveness of their campaigns. Adjusting your targeting, ad copy or visuals based on performance data can help you achieve better results.

Retargeting for Increased Conversions

Retargeting is a powerful tool in paid social advertising. By running retargeting campaigns, property managers can reach individuals who have previously interacted with their content or visited their website but didn’t complete an action, such as filling out a rental inquiry form. These individuals are already familiar with your property, and retargeting ads serve as a reminder to take the next step.

The Bottom Line

Paid social media advertising is critical to any modern property manager’s marketing toolkit. With the right approach to targeting, content creation and ongoing optimization, paid social can help increase visibility, attract qualified residents and build a strong online presence for your property. By staying ahead of trends and leveraging the most effective platforms, property managers can tap into the vast potential of social media to fill vacancies and grow their brand.

In 2025, paid social is not just a trend — staying competitive in a digital-first rental market is necessary.

Ashley Tyndall is Director of Client Service for Criterion.B.