Instagram is a powerful marketing tool that multifamily property owners can use to raise brand awareness and reach more potential renters. Just ask GLB Properties, a property development, family investment office and management group in Los Angeles that maintains a portfolio of architecturally significant, high-end, curated, luxury vintage apartments. Roughly 90% of the inquiries GLB receives comes from Instagram, says Ivana Rose Bramson, GLB’s designer, creative director and brand manager/ambassador.
Bramson, who launched and manages GLB’s Instagram account, has attracted more than 29,000 followers, and her posts have helped GLB fill vacancies within hours of going live. Here, Bramson shares six tips that have helped her generate buzz, engage followers and find renters on Instagram.
She also recommends paying careful attention to natural light.
“For example, if an apartment only has west-facing windows, I wouldn’t photograph it at the beginning of the day,” Bramson says. “You want to wait until the apartment is filled with natural light to give your audience a better idea of what the space looks like during its peak moment.”
While units should be clutter-free, photos of furnished spaces with personal touches can help people imagine living there, Bramson says. If an outgoing resident has great taste, consider asking if they’d be willing to let you photograph their apartment before they move out.
“You want to wait until the apartment is filled with natural light to give your audience a better idea of what the space looks like during its peak moment.”
—Ivana Rose Bramson
“People emotionally respond to color and details. The more details in the initial photo, the better,” Bramson says. “Let the properties speak for themselves.”
Along with standout amenities or modern appliances, if your properties have unique architectural features — like archways, interesting angles or uncommon building materials — be sure to highlight them.
Instagram Reels — short videos you can upload or record directly in the app — can capture people’s attention and show your unit in a new light, Bramson says.
Video tours can be particularly helpful for renters who are unable to visit an apartment in person before signing a lease, she says. As you walk through the unit, be sure to include close-up views of special details you would highlight on a tour, in addition to full-room views.
“Include as much information as possible to save everyone’s time,” Bramson says. By doing so, you can ensure that someone looking for a three-bedroom apartment doesn’t ask for information about a one-bedroom unit, for example.
Here are some of the details Bramson posts in captions for images of available units:
That said, every real estate market is different. That’s why Bramson recommends posting at different times of the day, reviewing analytics in Instagram to see which posts are getting the most traction and informing your strategy accordingly.
“I monitor our account heavily,” Bramson says. “I’ll always take the time to respond and engage with my audience.”
“You have to keep up with posting and stay fresh in people’s heads,” Bramson says. Keeping followers engaged means you’ll have a pool of potential renters or word-of-mouth recommendations when a vacancy opens up.
“People engage in these stories and details, even if they are not looking specifically at that time for an apartment,” she adds. “Even if they have no intention of moving, they are interested in the brand/product.”