Some residents are earning thousands in rent concessions simply by sharing everyday life in the communities they call home.
PHOENIX, AZ – March 13th, 2026- A new type of side hustle is quietly emerging in rental communities across the United States – and it doesn’t require a large social media
following.
Instead, residents are earning incentives, perks, and even significant rent concessions simply by posting about where they live.
Roughly 80% of renters use social media to narrow down their choice when looking for their next place to live, with 40% of Gen Z using Instagram and TikTok as search engines to find their next place to live.
The trend is part of a growing shift in housing marketing, where apartment and build-to-rent communities are turning to the people who already live there to help showcase the lifestyle of the property online. Instead of relying entirely on traditional advertising, communities are partnering with residents and creators who share authentic glimpses of everyday life – from cooking dinner in their kitchens to relaxing at the pool or exploring the neighborhood.
In some cases, participants are earning thousands of dollars in monthly rent concessions through these structured social media partnerships.
The concept is being formalized through a program called Influential Building, developed by Phoenix-based social media agency Envida Social, which works with ownership groups and property management companies to turn rental communities into lifestyle brands powered by resident-created content.
A Side Hustle That Doesn’t Require Followers
Unlike traditional influencer marketing campaigns, residents don’t need massive audiences to participate.
All that’s required is an active social media account and a willingness to share authentic moments from daily life.
“Some of the most effective content comes from everyday residents who simply show what living there actually looks like,” said Gracie Toledo, Influencer Lead at Envida Social. “You don’t need a huge following. A creative post about designing your living room or enjoying the amenities can resonate with people who are actively searching for their next home.”
Residents participating in the program receive personalized leasing promo codes and trackable links from their property’s leasing team. When someone signs a lease using that
code, the resident receives incentives such as rent concessions or other rewards.
Envida also trains participating residents and provides them with resources, tips, and creative guidance to help them post effectively – so they can make the most of the opportunity even if they’ve never created content before.
From Decor to Lease Leads
For many participants, the process begins with simple lifestyle content. Sarah Martinez, a Denver resident participating in the program, received a personalized leasing promo code from her community’s leasing team and decided to post a casual video
while designing her new living room.
“I shared a video of me designing my new living room and talking about how much I love the space,” Martinez said. “At the end, I told people if they were apartment hunting and wanted a deal, they could use my promo code when they signed their lease.”
The post sparked interest from friends and followers who were actively looking for a new place to live – exactly the kind of authentic marketing communities are hoping to create.
Turning Rental Communities Into Social Brands
Programs like Influential Building pair communities with both professional influencers and resident ambassadors who create lifestyle content highlighting amenities, neighborhood
experiences, and daily life in the community.
For property owners and management teams, the model provides a steady stream of authentic marketing content that can also be reused across social media and advertising
campaigns.
The service includes influencer campaign management, creative direction, deliverable tracking, and full usage rights for the content produced.
Several major property management companies, including Greystar and Mark-Taylor Residential, have already begun incorporating creator-driven marketing strategies as social media continues to shape how renters discover new homes.
The Rise of the “Resident Creator Economy”
As platforms like TikTok and Instagram increasingly influence housing decisions, industry observers say the next evolution of marketing may come directly from the people who live in the communities themselves.
Instead of traditional advertising alone, buildings may increasingly rely on residents acting as everyday creators, sharing authentic moments of life inside the community.
For many renters, that opportunity can start with something as simple as designing a living room – and sharing a promo code.
Media Contact
Candie Guay
Founder, Envida Social
1001 N Central Ave, Suite 402
Phoenix, AZ 85004
480-773-7775
info@envida.com
envida.com
About Envida Social
Envida Social is a social media and influencer marketing agency specializing in the multifamily housing industry. Founded in Phoenix, Arizona, the company helps apartment and build-to-rent communities generate qualified leasing leads through strategic branding, social media marketing, and creator partnerships. Envida pioneered the “Influential Building” model, which transforms residential communities into lifestyle brands powered by authentic resident and influencer content. The company works with property management firms and ownership groups across the United States and Canada to convert social engagement into measurable leasing performance.