As a PM - What Should You Be Posting On Social Media?.

Before posting, decide who you want to reach.

Your audience may include:

• Existing landlords

• Local property owners

• First-time investors

• Interstate landlords

• Owners considering changing agencies

• Property buyers

• Sales agents

• Buyers agents

• Mortgage brokers

• Other referral partners

The audience will shape the subject and language.

A first-time landlord may need basic explanations. An experienced investor may value local market observations and efficient service processes. A referral partner may want useful information they can share with clients.

Questions are one of the best sources of social media content.

Possible topics include:

• How is a rental appraisal prepared?

• What happens before a property is advertised?

• How are tenant applications handled?

• What does a routine inspection cover?

• How are maintenance requests managed?

• What information appears on a landlord statement?

• Can a landlord change managing agencies?

• What happens after appointing a property manager?

• Who will be the landlord’s main contact?

• What should a first-time landlord organise?

Keep each post focused on one question.

Give the short answer, explain why it matters and provide one practical next step. Avoid turning every answer into a long promotion.

Local information helps show that you understand the properties and tenants in the areas you service.

You could post about:

• Changes in tenant enquiry

• Features local renters are requesting

• Demand for different property types

• Common presentation concerns

• Recent inspection feedback

• New local infrastructure

• Seasonal property issues

• Differences between neighbouring suburbs

• Current leasing competition

• Questions being asked by applicants

Use careful language. An observation from several campaigns can provide useful context, but it does not prove that every property will achieve the same result.

State the area and period being discussed. Avoid making broad predictions or promising a particular rent.

A “Just Leased” graphic says that a property has been rented. It does not show the skill or decisions behind the result.

A more useful leasing post may explain:

• How the property was prepared

• What tenants responded to

• How inspection feedback was used

• What questions applicants asked

• How the campaign was communicated to the landlord

• Why a particular feature attracted interest

• What another landlord could learn

Protect the property address and client details when required.

Do not suggest that one leasing result guarantees the same outcome for another property.

Much of property management takes place out of sight. Social media can make the service easier to understand.

Useful process posts may cover:

• What happens after a maintenance request

• How inspection reports are prepared

• How leasing updates are provided

• What occurs during landlord onboarding

• How keys and access are managed

• How the team handles an agency changeover

• What happens when a lease is approaching its end

• How different team members work together

These posts can demonstrate organisation without relying on claims such as “we provide exceptional service”.

Show the process and allow landlords to judge its value.

Landlords want to know who may look after their property.

People-focused content may include:

• A property manager introduction

• A short team question and answer

• A video explaining a common landlord concern

• A staff training session

• A team member’s local connection

• An explanation of each person’s role

• A professional achievement

• A community activity

• A realistic look at the working day

Keep the content natural. Not every team photograph needs a formal corporate message.

Personal content should remain suitable for a professional audience and consistent with the agency brand.

Maintenance content can show practical knowledge while helping landlords think ahead.

Possible topics include:

• Preventative maintenance reminders

• Seasonal property checks

• Preparing for severe weather

• When to use a licensed tradesperson

• Why early reporting matters

• How quotes and approvals are managed

• Common issues noticed during inspections

• Questions to ask before approving work

• Information landlords should keep

• How access is coordinated with tenants

Avoid diagnosing a technical problem from a photograph or giving building, electrical, plumbing or legal advice outside your expertise.

Encourage landlords to use appropriately qualified professionals.

Reviews and case studies provide evidence of the service.

A useful testimonial post may highlight a specific part of the client experience, such as:

• Clear communication

• A smooth changeover

• Leasing updates

• Maintenance follow-up

• Support for an interstate landlord

• Help provided to a first-time investor

A case study can explain:

1. The general situation

2. The challenge

3. The approach

4. The result

5. The lesson

Remove identifying information unless permission has been provided. Never share private details simply because the result makes a good story.

Property management marketing does not need to present landlords and tenants as opposing sides.

Content showing clear and respectful tenant communication can build confidence with property owners.

Possible topics include:

• How tenants report maintenance

• Why clear entry communication matters

• How inspection preparation is explained

• The purpose of a condition report

• How early issue reporting can support property care

• Why organised communication benefits everyone

Avoid jokes or posts that embarrass tenants, applicants or landlords. They may attract attention, but they can damage professional trust.

Local involvement can make the property manager more recognisable and approachable.

You may post about:

• Local events

• Community organisations

• Nearby businesses

• Charity support

• School or sporting partnerships

• Local area improvements

• Useful services for new residents

• Professional events with referral partners

The involvement should be genuine. Do not make the agency the centre of every community story.

Some posts should clearly explain how landlords can contact you.

Suitable offers may include:

• Request a rental appraisal

• Ask a property management question

• Download a landlord guide

• Subscribe to local rental updates

• Book a property management discussion

• Learn how to change managing agencies

Direct promotion belongs in the content mix, but it should not dominate the page.

A manageable month could include:

• Four landlord education posts

• Two local rental insights

• Two team or behind-the-scenes posts

• Two service process explanations

• One maintenance checklist

• One review or case study

• One community post

• One direct rental appraisal invitation

These ideas can be presented as single posts, carousels or short videos.

Adjust the schedule to suit your workload. Consistency is more important than posting every day.

Avoid:

• Private landlord or tenant information

• Photographs containing personal possessions without suitable permission

• Complaints about clients, tenants or tradespeople

• Legal conclusions that have not been checked

• Tax or financial advice

• Unrealistic rental promises

• Details about active disputes

• Generic quotes with no useful context

• Constant rental advertisements

• Humour that could embarrass another person

• Content copied directly from competitors

• Information that no longer reflects current requirements

If you are unsure whether a post may identify someone, do not publish it until it has been reviewed.

Before posting, ask:

• Is this useful to a landlord or referral partner?

• Does it show real knowledge or service?

• Is there one clear point?

• Is the language easy to understand?

• Is the information current?

• Have all private details been removed?

• Does it stay within my professional role?

• Does it avoid guarantees?

• Does it match the agency’s standards?

• Is there a suitable next step?

A property manager does not need to become an entertainer to use social media well.

Clear explanations, genuine local observations and visible professional care can provide plenty of worthwhile content. Show landlords what good property management looks like, one useful post at a time.