The multifamily TikTok playbook [+examples]


The popularity of TikTok is undeniable. It’s one of the most active social networks in the world, and it’s growing quickly. TikTok now has over 1 billion monthly active users, and an estimated 728 million are 18 to 34 years old. When you consider that about half of renters are under thirty, TikTok is the ideal place to market your apartment communities. 

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The benefits of TikTok for apartment marketing

TikTok is known for its impressive algorithm that seems to know its users better than they know themselves. While it’s not yet the largest social media site as far as user count, its growth is unprecedented—it took about seven years for Facebook to reach the number of users TikTok has gained in just five years.

When you combine TikTok’s growth and its popularity among younger generations (aka your renters), it’s a great way to organically connect with prospects and keep your residents engaged. A simple apartment tour video (like this one) can quickly get thousands of views!

Creating a multifamily TikTok strategy

Creating an organic multifamily TikTok strategy is a great way to reach new prospects and engage current residents. It’s important to create content that speaks to prospective renters while also connecting with them in an authentic and entertaining way.

Consider developing a consistent voice and theme for your posts and setting up a hashtag specifically for your community so potential renters can quickly locate you (depending on your region, you can also add your location directly on your TikTok video). Be sure to monitor engagement metrics so you can continue boosting visibility and optimizing campaigns accordingly.

Tips and tricks for creating effective TikTok content

Keep it short and sweet. Despite TikTok’s introduction of longer videos, shorter videos (60 seconds or less) still perform better. Plus, shorter videos are more likely to be watched to the end.

If you have something longer to share, consider splitting it into multiple parts! A series of 60-second videos will generally reach a larger audience than a single, longer video. 

Always include audio. TikTok is a sound on app, so don’t forget to include audio in your videos. Whether that’s music, trending sounds, a voiceover, or a combination, you’ll get much more engagement than you would if you shared a silent video.

According to TikTok, best practices include using sounds that match the vibe of your video.   

Don’t forget to include captions. Not only do closed captions create a better user experience, but they also boost engagement through improved Search Engine Optimization. 

Use the right hashtags. Hashtags help people find your content when they’re searching on TikTok. The more targeted your hashtag is toward the type of person who would watch/follow/like what you’re doing, the better chance they’ll see it!

Additionally, you should take advantage of trending hashtags to boost your visibility. The Discover tab on TikTok highlights trending hashtags you can consider including in your caption. Tools like TikTok Hashtags can also help you identify popular hashtags. 

Create a consistent posting schedule. Scheduling TikToks in advance allows you to create and schedule content in batches to maintain a consistent posting schedule. This is important because how often you post can influence distribution and engagement.

Multifamily TikTok video examples

Virtual apartment tours

Let potential renters see what your available apartments look like by giving them a virtual tour.

@apartmenthunters SOUTHSIDE - $973 - Soft Loft — 2BED/2BATH - $1459 - 1084 SqFt — UNICORN 🦄 DEAL! You get 10 weeks free at this property near Southside! Super easy access to I-35W and I-30. All units come with granite countertops, stainless steel appliances, wood floors, and washer/dryer. Amenities include a resort-style pool, 24 hour fitness center, and electric car charging stations 🚙. Advertised price reflects net effective pricing. — Comment or DM and we can set up a tour! 📲 #fortworth #fortworthtx #ftworth ♬ Aesthetic - Tollan Kim


We all know how important amenities are, so why not highlight what’s available? 


Offer tips and advice on how to make the most of apartment living.

@theresidences Does buffing your glass stove top feel like an overwhelming or scary task? Our maintenance technician Ben will walk you through step by step! #maintenance #glassstovetop #homediy #appliances #idahofalls ♬ Happy Positive Ukulele - 3 Minutes (Upbeat, Background, Corporate) - MPmedia
@apartmenttherapy Shop these handy, dandy, under-the-sink organizers at the link in our bio ✨ #organizingtiktok #organizationhacks #organizationtips #cleaningtok ♬ original sound - Apartment Therapy


Showcase the process of maintaining the property, organizing community events, etc. 


happy december! the Milestone elves worked extra hard to decorate our tree for the holidays🎄

♬ Holiday season - pressmaster

Seasonal content

Promote special events like holiday parties, community gatherings, etc. 

Here are a few easy steps to create your own TikToks

1. Pick your topic

First, you’ll need to pick a topic. It can be a quick floorplan tour, a community event recap, a tour of a nearby neighborhood attraction, or a fun DIY apartment project. Watch the TikTok examples above for inspiration! 

2. Outline your video

When planning your video, think about it in three parts: the beginning, middle, and end.

  • Beginning: Whenever possible, your video should start with a hook that will grab people’s attention and make them want to stick around.
  • Middle: Deliver the value that you promised in the hook. For example, if you start the video with “you’re not gonna believe this amenity,” you should highlight something unique and exciting at your apartment community. 
  • End: Don’t forget to end your video with a call to action (e.g. you might ask viewers to leave a comment about something related to your video). 

3. Record or create your video 

You can record your video directly in TikTok or create one using a design platform. Utilizing a design platform (think Canva), makes it easy because they have a lot of templates you can use to get started. Simply upload your video footage, trim your video, add text overlays or fun animations, and then export your new video.

4. Schedule your post

You can schedule TikTok videos to post on any of your properties directly from the Respage social app. Scheduling videos in advance allows you to create and schedule content in batches to maintain a consistent posting schedule.

That’s it! We made a checklist you can use whenever you need a quick guide for creating TikToks.

Making a case for TikTok with your team

TikTok is quickly growing in popularity. In fact, it’s now one of the most popular apps among Gen Z and millennials—and it’s only been around since 2017. And it’s become an excellent tool for organic multifamily marketing because of its ease of use and high engagement rates on posts.

What you can tell your team: To stay relevant, we need to be where our renters are, and that now includes TikTok. 

Plus, it’s pretty easy. Recording 60-second apartment tours doesn’t take a ton of time or effort, but can potentially make a big impact.

What you can tell your team: Apartment tour videos are popular on TikTok, so it makes sense for us to start sharing ours there too. Plus, we can use Respage to schedule them in advance alongside our other social content.

Did you know that younger generations use TikTok as a search engine? That’s why Apartment Therapy published an article about apartment hunting on TikTok

What you can tell your team:
Young renters use TikTok in place of more typical search engines, so we can use hashtags like #ApartmentTour so our content is more likely to reach them. Videos tagged with #ApartmentTour on TikTok have already racked up 2.8 billion views and counting. 

TikTok is a great tool for multifamily marketers

Take advantage of the viral nature of TikTok for organic apartment marketing. You can use it to create engaging content, connect with your ideal prospects, and drive conversions. If you’re just getting started with TikTok, we recently shared a few time-saving TikTok tips that will help you out. Happy creating! 



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