The Social Blueprint: Build Buzz and Community Around Your Mixed-Use Property

Mixed-use properties aren’t just a piece of real estate—they’re destinations. These dynamic environments combine retail, dining, office, residential, and entertainment into a single footprint. To match that energy and complexity, your digital marketing (especially on social media) needs to do more than broadcast leasing details. It needs to build a digital presence that’s vibrant, welcoming, and deeply connected to the local community.

Let’s be real: the days of boring building posts are over. Your property has personality, and your feed should, too.

A social media strategy built for experience-first commercial properties can attract quality tenants by showing off real foot traffic and a vibe they want to be part of, and drive patron visits with visuals that spark FOMO.

Here’s our quick cheat sheet to get the most out of your mixed-use property’s social media feed. 

Show the Experience (Not Just the Square Footage)

What really sells your commercial property? The way it feels to be there. Skip the empty space walkthroughs and start telling stories about what happens there on a Tuesday morning, a Friday night, and everything in between.

Start with storytelling 

Think: a reel that captures someone grabbing coffee, window shopping, coworking at a shared table, grabbing happy hour drinks, and strolling at sunset. It’s not just a building or a shopping plaza—it’s a lifestyle.

Bring in the vibes with visual content 

Try quick, fun foot traffic time-lapses to highlight your property’s daily rhythm. Or run a seasonal carousel showcasing the atmosphere during events like fall festivals or summer concerts.

The more moments you showcase, the easier it is for tenants and patrons to imagine themselves in your space.

Turn Tenants Into Creators 

Your tenants shouldn’t be just suite renters. Instead, they should be encouraged to collaborate with your property’s social media efforts, as creators and community builders. So put them front and center.

Feature them like the stars they are: Break up your business-focused feed with authentic, behind-the-scenes peeks into tenant life:

• Quick interview reels like “5 Questions With…” your favorite shop owner
• Day-in-the-life Stories of a bakery firing up the ovens or a stylist preparing for a client

Get them collaborating: Encourage tenant partnerships, like the yoga studio and juice bar teaming up for a wellness week. Bonus points if they cross-promote each other’s content, building their audience and yours.

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When tenants feel like community leaders, they’re more engaged—and more likely to stick around.

Build a Content Engine Around Events

Events aren’t just great for foot traffic, they’re a goldmine for social media content. With the right approach, one event can fuel your feed for a full week or more. 

Content opportunities include:

• Save-the-date graphics and countdowns that build anticipation
• Behind-the-scenes prep, like stage setups or food truck arrivals
• Reels and carousels from the event itself: happy guests, fun details, buzzing energy

After the event, keep the momentum going. Post a highlight reel and tag everyone involved. Then ask attendees to share their favorite moments using a branded hashtag.

Events are your chance to make your property the place to be—on the ground and in the feed.

Spotlight the People Who Set the Vibe

Properties thrive when they feel human. Go beyond buildings and show the people who animate your space.

Ways to celebrate your community:

• “Faces of [Property Name]” posts with regulars, staff, or local fans
• Mini features on community groups that meet on your grounds
• Snapshots of partnerships with local schools, charities, or artists

When your feed feels like home, people are more likely to show up and stick around.

Craft a Consistent (and Fun) Visual Brand

You don’t need to be a design wizard to stand out, but, consistency helps. A recognizable look makes your content more scroll-stopping and more shareable.

How to brand like a pro:

• Pick 2–3 brand colors and use them in your text overlays, backgrounds, and story highlights
• Choose fonts that match your property’s personality—sleek for modern builds, playful for vibrant hubs
• Develop templates for regular content types like event promos, tenant features, and UGC shoutouts

And your voice? Keep it friendly, clear, and aligned with your vibe. Whether it’s witty or warm, people should feel like they’re hearing from a real person, not a leasing form.

Leverage UGC Like a Pro

UGC (user-generated content) is the secret sauce of social. Why? Because it’s authentic, free, and more trusted than branded content.

Turn your guests into your best marketers:

• Install “Instagrammable” corners with seasonal backdrops or art walls
• Host social contests that ask patrons to share their experience with a branded hashtag
• Reshare tagged posts and shout out creators in your Stories (it goes a long way!)

Pro tip: Keep a folder of UGC gems so you always have content ready to post, even on slow days.

Post With Purpose—and a Call to Action

Every social media post should have a purpose (remember, strategy is essential). Whether it’s to entertain, inform, or inspire action, make sure your audience knows what to do next.

CTAs (calls to action) don’t have to be pushy—they just need to be clear. Guide your audience and they’ll be more likely to engage, show up, or sign a lease.

Let’s Make Your Property the Main Character

Marketing mixed-use properties goes far beyond “for lease” signs and drone footage. It’s about curating a digital world that reflects your real-world community.

It’s about excitement. It’s about energy. It’s about giving people a reason to visit—and to come back again.

Need a hand bringing that vision to life? Crimson Park Digital can help.

We specialize in turning destinations into must-do’s. With a team that lives and breathes strategy, design, and social storytelling, we help property teams:

• Build scroll-stopping content libraries
• Increase digital foot traffic (and real foot traffic)
• Free up your bandwidth so your team can focus on what they do best

Let’s build something buzzworthy together. Contact us today and turn your property into a scroll-worthy sensation.

Frequently Asked Questions