In a world where trust drives leases, authentic content is king and your residents are sitting on a goldmine of it. We’re talking about resident-generated content (RGC) – real photos, videos, and stories shared by the people who actually live in your community. It’s raw. It’s real. And it converts better than almost anything you can stage or script.
So how do you get residents excited to create content for you? And more importantly, how do you turn it into a strategic advantage for your property marketing?
Let’s break it down.
Why Resident-Generated Content Works
Before we get into the how, let’s talk about the why:
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Trust > polish: Potential renters trust content from real people more than traditional ads.
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It’s scalable: Instead of one photoshoot a year, you can have fresh content monthly—or even weekly.
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It shows lifestyle: Future residents want to know what it’s like to live in your community. RGC gives them the full picture.
5 Ways to Encourage RGC in Your Community
Here’s how to tap into the content your residents are already creating (or would love to create, with the right nudge):
1. Create a community hashtag
Make it easy for residents to tag you with a hashtag that feels fun and specific (not corporate). Think: #LifeAtTheLanding or #TheLoftsIRL.
2. Run simple content challenges
“Post your favorite cozy spot in your apartment.”
“Show us your pet enjoying the dog park.”
“Capture a moment from today’s pool party.”
Make it low-stakes, easy to enter, and worth it (even a $25 gift card can go a long way).
3. Spotlight your residents
Dedicate a weekly or monthly post to a “Resident Feature.” This builds community, gives people a reason to participate, and fills your feed with organic lifestyle content.
4. Turn events into content ops
From resident happy hours to dog yoga (yes, that’s a thing), events are perfect for capturing RGC. Encourage attendees to share their POV – and repost it (with credit) on your own channels.
5. Make sharing easy
The simpler the process, the more likely residents are to participate. Create a landing page or QR code that links to a quick upload form, or just encourage DMs.
What To Do With Resident Content Once You Have It
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Repost with intention: Give credit, tell a story, and show personality when resharing.
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Use it in ads: Authentic visuals often outperform polished creatives.
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Feature it in leasing emails or newsletters: It gives prospects a peek into real community life.
Not Just a Trend—A Strategy
Resident-generated content isn’t just about getting cute dog photos (although we love those). It’s a way to:
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Build trust before the tour
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Create a sense of community
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Fuel your content calendar—without burning out your team
And best of all? It’s already happening. You just need to capture it.
Need help building a resident content strategy that works? Let’s chat. Schedule a demo with our team today.