A property management feed has two audiences on it at once: owners deciding whether to hand you a house, and residents who already tried the maintenance line twice. That is most of the problem in one sentence, and a posting calendar bought by the month does not solve it. Kelly WM does not sell one, so this page covers what we do sell here: the social groundwork on your own site, posts cut from pages that answer owner questions, and a plain answer to whether a feed is worth an hour of somebody's week.
Book a free consultation →Owners and residents are not the only ones reading. A renter arrives from one listing and cares about that address, not about who manages it. A maintenance tech or leasing agent you are trying to hire is checking whether you look like a company that pays on time. Every post gets read by all of them, and they want opposite things from it.
New doors rarely start on a feed. An owner who is done self-managing tends to search, read what other owners wrote, and call a few companies, so the site, the listing, and the reviews decide who makes that shortlist. Local SEO for property managers covers that side, and the whole picture for this field sits on property management marketing.
What a feed does carry is the slow half of the pipeline. The owner who eventually calls you has often been running the house alone for a while first, and through that stretch a follow, or a neighbor tagging you in a thread about a tenant, may be the only thing keeping your name nearby. It also settles the check an owner runs after finding you: whether the company posting about a vacancy in March is still posting in September.
The part nobody plans for is that the page turns into a public support desk. One resident asks about a repair in the comments, a second one answers, and that thread is sitting at the top when an owner opens the page next. The broader argument about where social fits is on social media marketing. The comment-thread problem is the part that is particular to managing other people's homes.
For a management company, most of the social work happens on pages you already have: the vacancy listings, the owner pages, and the homepage a resident lands on looking for the portal login. Getting those right is site work, done during the build and priced inside it.
What else goes into a management company's site, from the owner pages to the portal links, is on property management websites.
A property management feed usually goes quiet for one reason: somebody committed to a schedule with nothing behind it. A stock exterior, a holiday graphic, a reminder that rent is due on the first. It is work to keep up and it tells an owner nothing they had not already assumed.
Owner-facing questions are better material, and you answer them on the phone every week already. What the management fee covers and what it does not. Who pays for a water heater. How a deposit gets handled where you operate. What happens the week rent does not arrive. How long a turnover really takes and why. Once the water heater answer exists as a page under content marketing, the post is two sentences and a link, and the owner who taps it lands on the full answer with your number beside it. The learning library on our blog holds 361 in-depth guides, and a page answering an owner's question gets written to the same standard.
Resident-facing posts are the other half and they do double duty: renewal windows, how to file a work order so it gets routed correctly, what to do before a freeze or a storm. Those can take some routine questions off the office phone, which a small office values more than reach.
Picture a company with 150 doors and one leasing coordinator. A normal month might bring five turnovers, a new owner account or two, and a maintenance seat that has been open since spring. That is more real material than a posting calendar would ever invent. What it needs is a written routine: every turnover photographed before the listing goes live, captions taken from the approved wording, and a named person covering the weeks the coordinator is out. Settle that before anything gets scheduled, because the feed goes quiet the first week two evictions and a burst pipe land in the same office.
Two rules here are not about style, and a caption typed in a hurry by whoever has the phone is where both get broken.
A vacancy post is a housing advertisement. The rules that govern the listing govern the caption under it, and casual copy is where companies get into trouble: perfect for a young professional, great for a quiet couple, no kids, a nice fit for a churchgoing family. Those read as friendly in a comment box and as a stated preference in a complaint. Describe the property and the terms, never the person you are picturing in it. A boosted vacancy post is still a housing ad, which Meta runs under a special ad category with narrower targeting, and its audience should never be picked by the traits fair housing law protects. We are not attorneys and none of this is legal advice: have your counsel approve your standing wording, then keep the approved phrasing inside the posting routine so nobody improvises at six on a Friday.
Resident matters stay off the page. No names, no unit numbers, no balances, no notices, and nothing about an eviction or a dispute, whoever brought it up. The routine should hold two standing answers. Applicants asking under a vacancy post get pointed to the listing and your written screening criteria, the same way every time. Residents raising a repair get the work order portal and a phone number that reaches a person. Photos get the same care. Shoot vacant units, and treat a turnover's before pictures carefully: the after picture is a marketing asset, the before picture is somebody's old apartment.
On reviews, the rule is short: every owner and resident who reaches the same point gets the same ask, nothing is offered for it and nobody is left out, which rules out a feed giveaway that trades an entry for a review, and the rest of that process sits on reputation management for property managers.
Property management runs on a monthly fee, so a monthly posting package is the price most people expect to find on a page with this title. We do not sell one, or posts by the piece, or a content calendar. The work reaches a management company three ways instead:
Ads on the feed are a separate conversation. Running boosted vacancies or a campaign for you gets quoted flat after a free consult, only when the goal genuinely needs a feed, such as filling a building that just finished construction, and within the targeting limits above. Our paid work leads with search ads.
Everything ongoing is month to month. You own the accounts, the photos, the captions, and the site they point at, because they were made in your name to begin with.
The free what should you pay tool covers website builds and SEO work with honest ranges, and the guides to website costs and SEO costs go further. None of them prices social work, which is why that part gets quoted after a conversation. If the owner side of your site is what needs work first, ask for a free mockup of a new homepage.
Nobody here runs your accounts day to day, watches comments and messages, shoots video, works with influencers, or sells follower growth. If your portfolio is large enough that messages need watching through business hours, that is a hire on your side or a specialist shop, and you will hear us say so.
No number comes attached either: not followers, not reach, not a count of owner inquiries by a given month. For a management company the figure that matters is how many owners hand you a property, and that turns on things no feed controls, like how many landlords near you are tired of self-managing this year. What goes in writing is the scope of the work, and the tags are what let you see afterward whether a single new owner ever came through a post.
Order matters too. If your listing has the wrong address on it, your site is slow on a phone, or an owner searching your company name finds a dead page, social is not the thing to buy first. The free website report card will tell you where the site stands, and Google Business Profile work for property managers covers the listing. Fix that order, then decide whether a feed deserves an hour a week. For some companies the honest answer is no, and we would rather say so on the call than take a fee for it. That call is free: request a quote, or call or text (407) 694-2055.
Usually one, kept current, plus a clear place for account questions that is not the comment section. Two pages means two sets of details to keep matched and two feeds to fill, and residents will find whichever one comes up first regardless. What separates the audiences is not the account, it is the post. Vacancy and owner material reads differently from a renewal reminder, and both can sit on one page.
Vacant units and exteriors, usually yes, with the owner's permission and whatever your management agreement says about images of the property. An occupied unit is somebody's home, so get written permission from the resident before a camera comes out, and post nothing that identifies who lives there. Exteriors of occupied homes count too: a plate on the car in the driveway or a name on the mailbox gives the household away as surely as an interior shot.
Mostly what the coordinator works from, not who does the posting. We do not take the account over, and replies to comments and messages stay in your office. What changes is underneath: listing links that preview properly, turnover photos sized once for every use, a starter run of posts drawn from real owner questions, and a written routine with the approved caption wording in it.
The part we handle is what happens after the link gets pasted. Each listing page should produce its own card, open fast on a phone, and give a renter an obvious way to ask a question or apply. When the unit leases, the old link should land on a page that says so and shows what else is available, not an error, because a link in a group can keep getting clicked long after. The posting stays with your leasing staff, who know which groups allow it.
No, not from posting alone. Links out of posts do not carry ranking credit the way an editorial link does, and no posting schedule moves a map result by itself. What a steady feed can do is quieter: an owner who has watched your vacancies lease for a year searches your name when the day comes and finds a company that is visibly still working. The calls still come from the search work.
Reply once, in public, with the standing line from your routine: sorry this is still open, here is the work order link and the direct maintenance line. Then someone from the office follows up privately the same day. Leave out the unit, the name, and the history of the repair. Resist deleting the comment unless it exposes private details, because a removed complaint tends to come back as a screenshot with a worse caption.
It is quoted flat after a free consult, because the number depends on what turns up: how many pages exist under both names, who still holds the logins, whether residents are still posting repair questions on a page nobody in your office can see, and which pages can be merged where the platform allows it and which have to be retired. Nothing about it is billed monthly, and if you want starter posts and the routine written down too, they go into the same quote.
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A free consult starts there, with how owner inquiries actually reach you now, and if the answer is search, an agent's referral, or a neighbor, that is where the next dollar belongs before any posting routine. Call or text (407) 694-2055, or put that answer in the quote form.
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.