Ep 3: The 60/30/10 Rule for Multifamily Social Media
Episode Summary:
In this episode of The Multifamily Marketers Podcast, host Josh Grillo sits down with multifamily marketing strategist Caroline Mills to break down the 60/30/10 rule — a simple framework for creating a balanced, engaging social media strategy for apartment communities.
Caroline explains how to divide your content into value-based, branded, and promotional posts, and why most communities lean too heavily on promotions that don’t connect. You’ll get real-world examples, practical tips for planning content, and ideas for posts that drive both engagement and leases. Whether you’re running social media for a new development or refreshing an existing community’s feed, this episode will help you create content that builds trust, showcases your brand, and sparks genuine interaction.
What You’ll Learn in This Episode:
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How the 60/30/10 rule works — and why it’s the easiest way to balance your content.
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Why value-based content drives engagement and creates a sense of community.
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Examples of high-performing posts, from resident events to local highlights.
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The role of branded content in showing off your property’s personality and amenities.
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Why promotional content should be only 10% of your posts — and how to make it feel authentic.
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Tips for planning content while leaving room for spontaneous posts.
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The most underrated content type that always gets attention (hint: pets).
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Key metrics to track so you know your strategy is working.
Links & Resources:
Written by Josh Grillo
Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.
