While Google still dominates as the leading search engine, Instagram may change how a portion of renters find their next apartment. This means your property’s Instagram account could appear in Google search results, showing off photos of amenities, resident events, and leasing specials.
Multifamily marketers should view this as a new tactic rather than a trend for drawing attention to their property. Social content is becoming a core aspect of SEO, so your property should adopt new strategies early to stay ahead of the competition.
What Changed: Instagram Now Appears in Search Results
As of July 10, 2025, Instagram professional accounts (Business and Creator) are eligible to appear in search results.
This means your Instagram account and associated content can now appear in Google search results alongside your property’s Google Business Profile and Facebook page. For example, if a renter searches “Dallas apartments with a pool,” your property’s Instagram account, photos, or reels could appear.
Instagram’s update provides renters with more opportunities to discover your property, especially if Google considers it relevant to their search. In other words, Google is prioritizing fresh, visually engaging content that resonates with renters.
Customers on MavenAI have seen a notable uptick in visibility since Google’s September Discover update, which expanded how social content appears in search results. This change has further boosted exposure for multifamily operators maintaining active, optimized Instagram profiles.
Benefits of Instagram in Search Results for Multifamily Marketing
For years, Instagram content was primarily limited to the app itself, limiting reach to users only. Now that the social platform’s content can appear in search results, it has significant advantages for multifamily marketers:
- Visibility Boost: Instagram content can now reach renters earlier in their journey and even those who aren’t on the platform. As a result, prospects have an easier way of interacting with your property through scrollable, visual content that builds their interest.
- Brand Credibility: An active Instagram account gives renters an idea of the community and signals that management is engaged with its residents.
- Consistency: Prospects often look at your property from multiple platforms to make a decision. Adding Instagram to the mix shows consistent branding and messaging that builds trust.
- More Conversions: Photos of amenities, video tours, community events, and resident testimonials help prospects imagine themselves living at your property, which may make them more likely to tour or sign a lease.
Common Challenges for Operators
While renters will likely start at your apartment’s Google Business Profile , they’ll also land on your Facebook and Instagram to get a feel for your commThis latest update to Instagram is a clear opportunity, but maintaining your content isn’t as simple.
Marketers will have a challenge when it comes to optimizing their accounts and posts:
- Time Constraints: On-site teams are already handling leasing, operations, and resident support, so posting regularly often falls through the cracks.
- SEO Requirements: Captions, hashtags, and post frequency all influence how content performs in search, but not every team has the expertise to optimize consistently.
- Portfolio Scale: For management companies with dozens or even hundreds of properties, keeping every feed fresh is a significant challenge.
- Changing Algorithms: Google is rewarding properties that update content frequently and showcase authentic visuals. Falling behind means losing visibility.
Fortunately, there are tools out there to help multifamily properties stick with consistent branding and posting that benefits their search rankings.
How MavenAI Helps You Capitalize
MavenAI is already trusted by operators representing more than 2 million units to keep their Google Business Profiles updated with real-time pricing, availability, and amenities. With the launch of Social AI, that same automation now extends to Instagram and Facebook.
Here’s what it means in practice:
- Effortless Content Creation: Social AI has a permanent place among your marketing tools, pulling from property photos, amenities, seasonal events, and common apartment lifestyle themes like pets or holidays.
- Portfolio-Wide Dashboard: Marketing teams can review, schedule, and plan posts across every property in one place.
- Consistent Branding: You can set a brand voice once, and all posts remain aligned with it.
- Team Flexibility: Assign the right roles and permissions to corporate, regional, or on-site staff.
MavenAI takes the heavy lifting out of your social media by posting consistently, matching your brand voice, and keeping your property in renters’ feeds. That way, your team can spend less time managing posts and more time focusing on what really matters: building stronger communities.
What This Means for Your Marketing Strategy
With this change to how Instagram content appears in search results, your social content is now part of your SEO strategy.
By posting consistently, you’ll not only engage with residents and prospects on Instagram but also gain more visibility in Google search. These advantages make Instagram a more valuable marketing platform for your multifamily property, especially when you adopt an AI solution to help you manage it.
Conclusion
Multifamily marketers have a new way of reaching renters and maintaining their interests through Instagram. However, for the best results, you’ll need a regularly active feed. It’ll boost your visibility, build credibility, and increase prospect conversions.
Fortunately, MavenAI makes it simple for you to automate your social media accounts. Utilize SocialAI to handle everything, from analyzing amenities and selecting your best photos to creating custom posts and scheduling them automatically.
Book a MavenAI demo today and see how effortless it is to keep your properties visible everywhere renters search.
FAQs
What Multifamily Marketing Tasks Should Be Automated First?
The best place to start is with your Google Business Profile and social media posts, where tasks are repetitive, time-consuming, and directly impact leasing performance. This involves automating posts, review responses, Q&As, and promotions.
How Can Apartment Communities Streamline Google Business Profile updates with AI?
Automating your GBP will ensure renters see the most updated pricing, availability, and specials. In turn, you’ll improve your credibility and interest in prospects. In addition, Google rewards profiles when they’re updated regularly and have accurate information. So, your property has a better chance at appearing in local multifamily search rankings.
Why Automate Renter Reviews?
Automating review monitoring saves your team hours of work each week. AI-generated responses match your brand’s voice while still maintaining your online reputation. It can also alert you to reviews that may need human attention.Automating review monitoring saves your team hours of work each week. AI-generated responses match your brand’s voice while still maintaining your online reputation. It can also alert you to reviews that may need human attention.
What’s the Benefit of Automating Social Media for Multifamily?
The benefit of automating your property’s social media accounts is keeping your feeds active. This shows renters you’re committed to providing reliable information that offers them value. Revitalize your social media accounts with highlights from the property to build interest in the community, such as leasing specials, amenities, and resident events.
Automate Your Multifamily Marketing
The renter journey is faster than ever before, which means your multifamily marketing needs to keep up the pace. AI automation is the only possible solution to maintain your GBP and social media accounts to ensure renters stay interested.
MavenAI is explicitly built for multifamily marketing, automating management of your Google Business Profile, Instagram, and Facebook. It integrates directly with your PMS, ensuring it pulls real-time pricing, availability, and specials.
Future-proof your multifamily marketing and stay ahead of the competition through automation. Book a demo with MavenAI today to learn how you can deploy automation across your portfolio.
