Here at Envida, we offer creative and customizable management plans that showcase exactly what you’re looking for in a social media strategy. Based on your property’s budget and goals, we offer add-on plan services like copywriting, video, IG Reels, influencer marketing, and so much more. In this blog, we’ll be focusing on copy, and how you can leverage writing in your multifamily marketing strategy.

Put Pen to Paper

While writing a caption on social media, use copy to capture your audience’s attention with concise sentences. These captions should be short and sweet, while simultaneously hooking the reader to head to your brand’s website to learn more.

At the end of each caption, you’ll want to ensure that you’re using proper hashtags on Instagram to maximize audience reach.

The Dos & Don’ts of Copy

The most essential copy “do” to remember is to tailor your writing to your brand voice and audience. Remain consistent with your grammar and tone so all the content is completely cohesive. Triple checking your work for errors before posting can help with this.

Begin captions with a hook, a thoughtfully placed emoji, or an engagement question to grab the audience’s attention, this is vital on social media because you have to stop the scroll and make an impression quickly. Also, keep captions short and sweet so you don’t lose the audience’s attention once you already have it. 

You can use neighborhood shoutouts, collab posts, and UGC to showcase what your property and location have to offer. Make sure you’re also highlighting any specific property features that are shown in the associated photo. 

All copy should be evergreen unless it’s holiday specific, so it stays relevant no matter the date. You’re going to want to sprinkle in some CTAs such as “visit our website!”. Last but not least…ALWAYS using active voice.

Avoid making captions too long or using excessive emojis/symbols. Be on the lookout for inconsistent grammar and spacing between text. Be aware of Fair Housing rules around calling out specific groups of people or using discriminatory language.

Hashtag Best Practices

When using hashtags, it’s important to stay hyperlocal so your audience knows exactly what brand and location you are referring to. Utilize hashtags to highlight the features and amenities that stand out most in your property photos. Test out customized, property-specific hashtags that your audience or current residents can use for engagement purposes.

Remember, keep hashtags to a minimum (15 should be your absolute max). Capitalize the first letter of every word and maintain spacing so your hashtags flow and all the links work.