The firm’s Maggie St. Geme joins MHN’s Olivia Bunescu to discuss how authentic social media, on-site teams and hyperlocal content can shape student housing marketing.
For the current and next generation of students, showcasing a polished lifestyle across a property’s social media channels is no longer enough. Since social platforms are often where prospects first discover student housing communities, the most effective campaigns are the ones that make students feel like they already understand what it would be like to live there before they even schedule a tour.
In this episode of Student Housing Unlocked, MHN’s Senior Associate Editor Olivia Bunescu is joined by Maggie St. Geme, vice president of marketing at Subtext Living, to discuss what it takes to build a social media strategy that feels authentic and resident-first. St. Geme breaks down how Subtext turns brand identity into content across its Local, Verve and Ever communities, while keeping each property’s voice connected to its residents, neighborhood and on-site team.
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“I strongly believe that the future belongs to the brands that feel human,” said Geme. “AI is obviously a huge topic right now, but the brands that can make people feel like they’ve experienced the community, that they’re already part of the community, are the ones that are going to attract the right residents and really outperform,” she added.
The conversation also highlights the approach behind LOCAL Nashville’s Silver-winning social media strategy at last year’s MHN Excellence Awards. Rather than making the property the main character, the campaign leaned into Nashville, the Midtown neighborhood and the residents, turning them into the main characters of the community, instead of amenities. From hyperlocal storytelling and short-form video to curated giveaways, St. Geme explains why social media now plays a role across every stage of the leasing process.
Here’s what they talked about:
- (01:36) Defining success in social media
- (02:37) Building trust with renters
- (04:12) Creating an authentic brand voice
- (05:44) Subtext’s three content filters
- (07:46) Turning brand identity into content
- (08:50) Creating a viral reel
- (11:25) LOCAL Nashville’s award-winning strategy
- (15:00) Balancing polished and organic content
- (16:47) The power of short-form video
- (17:50) Onsite teams as content engines
- (19:22) Applying lessons across the portfolio
- (20:51) Measuring social media’s success
- (22:58) Trends that will shape student housing marketing
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Music credits: “Easy to find” by Corinne song via Uppbeat.com
