Scroll through the Instagram feed for The Pointe on Westshore and you’ll find announcements for events past and present, including sunset yoga, salsa dancing and sugar cookies at the front desk. A monthly feature showcases resident pets, and descriptions under pictures of the property invite viewers to imagine what they could do there — hosting events in their homes or lounging at the property pool.
The Facebook and Instagram pages for the 444-unit midrise property in Tampa, Florida, highlight the property’s lifestyle in tandem with its features. It’s a social media strategy that Devin Lusk, marketing director at Tampa-based American Landmark Apartments, has created for the company’s 100-plus multifamily properties, encompassing over 32,000 apartment units. In Lusk’s view, social media users tend to resist “property-type” content.
“Let’s be honest, no one wants to see another generic photo of a kitchen they’ve already seen on the website,” Lusk told Multifamily Dive. “Renters tune that out. We focus on building trust by showing the real stuff: resident shoutouts, behind-the-scenes moments and content that actually feels lived-in. It’s about giving them a glimpse of the lifestyle, not just the floor plan.”
Here, Lusk speaks with Multifamily Dive about her digital playbook, including resident stories, top-performing platforms, strategies for drawing in Gen Z and the dangers of falling back on floor plan photos.
This interview has been edited for brevity and clarity.
MULTIFAMILY DIVE: How do you structure a digital engagement plan for a given property?
DEVIN LUSK: We always start by getting to know the neighborhood: what makes it tick and who lives there. Then we build a brand story that feels real and relatable for the people who already live at the property and those thinking about moving in.
From there, it’s all about creating content that feels like it’s for them, highlighting resident stories, team shoutouts and celebrating community moments. It’s about creating a vibe where people feel like they belong, not just live.
What are some of the social media strategies you most strongly recommend to drive leasing?
Use short-form video tours, spotlight resident experiences and run geo-targeted paid campaigns with limited-time offers to generate urgency.
What are some examples of the stories you tell?
We love telling real stories, whether it’s spotlighting a long-time resident, showing off a team member’s daily routine or capturing a pup’s favorite hangout spot. Sharing these moments brings authenticity and shows what life’s really like here. It’s not just about amenities, it’s about the people — and pets! — who make the place feel like home.
Are there particular platforms that are more effective than others? Does it vary by demographic?
Instagram and Facebook are our top performers for engagement and leads. TikTok is gaining traction, especially with younger renters, but it hasn’t fully caught up in our space just yet. Platform choice really depends on your audience and content style.
Are there particular strategies for attracting Gen Z renters?
Authenticity is key. Real content from management teams and onsite events performs better than polished promos.
What are some of the challenges you’ve encountered in this space? Is there something that used to work, but doesn’t anymore?
Staying ahead of shifting renter expectations is a constant challenge. Stock imagery and generic posts just don’t cut it anymore. Renters want real, relatable content. It’s also harder to tie social directly to leases, so proving ROI takes a more creative, long-term approach.
