Resident Intelligence is the practice of connecting reputation, marketing, and leasing signals to explain why apartment communities win or lose leases. HeyNeighborly delivers it, powered by its ResidentOS platform.
Facebook and Instagram are still where many prospects go to see what living somewhere actually feels like. But what works on both has shifted toward short video, real people and fast, accurate updates.
Here's how HeyNeighborly (formerly BlackField Management) approaches Facebook and Instagram for apartment communities heading into 2026.
Do renters really check Facebook and Instagram before they lease?
Some do it to search. Many more do it to verify. In a 2024 National Apartment Association survey sponsored by RealPage, about 24% of recent renters said they used social media in their initial apartment search.
Even when social isn't the first stop, a quiet or outdated feed raises questions. A current, active one answers them.
Should apartment communities post more Reels?
Yes, as a steady part of the mix. According to Sensor Tower data reported by CNBC, Reels accounted for 46% of time spent on the Instagram app in the U.S. in 2025, up from 37% in 2024. On the Facebook app, Reels reached 29% of time spent.
That's where attention is. In our view, a short vertical video should show up in your weekly rhythm, not once a quarter. It doesn't need to be polished. It needs to be real.
What should an apartment community actually post?
- Real spaces, captured on site. HeyNeighborly's Community Ambassadors visit communities to film amenities and day-in-the-life moments, so the feed shows the property as it is today.
- The neighborhood. Restaurants, shops and parks nearby help prospects picture daily life. Feature the area, not a single business, so it doesn't read like someone else's ad.
- Resident events. Event photos and clips show community. Ask your site team to send original files rather than screenshots or DMs, so quality holds up.
- What residents already praise. Reviews are full of themes worth filming. We've written about turning reviews into reels.
How do you keep Facebook and Instagram in sync?
Post to both, and check both. Scheduling tools can fail quietly. Our team once noticed a community's posts were still reaching Facebook but had stopped reaching Instagram. We flagged it and rescheduled the missed posts the next day.
Accuracy matters just as much. When a neighborhood partner cancels an event or changes its time, the post should change too. When an amenity gets refreshed, older photos can confuse people. We confirm details with the site team before and after posting.
What should you do about comments?
Answer real questions, quickly and kindly, and route anything about a specific apartment or account to the site team. Remove hateful or abusive comments. A popular reel can draw them days after it goes live, so someone has to keep watching.
Comments are public, just like review replies. Treat each one as something the next prospect will read.
How do you know if Facebook and Instagram are working?
Reach and likes are a start. The better question is whether social activity lines up with what's happening in reviews and in leasing. That's what Resident Intelligence is for: HeyNeighborly's team does the work, and the ResidentOS platform brings the signals together so you can see what's actually moving.
FAQ
Is Facebook still worth it for apartment communities?
Yes. Both apps are part of how people check out a community, and Reels now account for a meaningful share of time on Facebook too. Post to both and keep them consistent.
How often should an apartment community post?
It depends on stage. Lease-ups usually need a higher cadence than stabilized communities. Pick a rhythm you can sustain with fresh, on-site content.
Can our onsite team run social on its own?
Some do. The challenge is time: capturing content, checking publishing, moderating comments and keeping details accurate adds up fast during a busy leasing week.
Who does the work at HeyNeighborly?
HeyNeighborly's team plans, captures, posts and moderates. ResidentOS is the platform behind that work.
The takeaway: in 2026, the communities that win on Facebook and Instagram post real video, keep every detail current and actually watch what happens after they hit publish.
Want a second set of eyes on your community's feeds? Book a social media audit with HeyNeighborly.
Comparing agencies? Start with How Do You Choose a Social Media Marketing Agency for Apartment Communities?
See how resident reviews shape on-site video in Turning Reviews Into Reels
