Avsnitt
-
The renter journey has changed—and relying only on ILS platforms is no longer enough to win leases.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills discuss how renters actually search for apartments today and why communities need to think beyond traditional listing sites.
From Google and social media to reviews, AI search, and Google Business Profiles, this episode explains how modern renters research across multiple touchpoints before ever submitting a lead—and why visibility everywhere matters.
You'll learn:
Why ILS platforms are still valuable—but no longer the entire renter journey How renter search behavior has shifted beyond traditional apartment directories Why Google, Maps, reviews, and Google Business Profiles are critical discovery tools How social media influences apartment decisions through lifestyle and authenticity Why AI search and GEO (Generative Engine Optimization) are changing visibility strategies The importance of auditing your online presence across every channel How full-funnel marketing creates more opportunities to reach rentersTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Digital marketing gets most of the attention—but some of the best leasing opportunities still happen offline.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down why outreach marketing is far from dead and how apartment communities can use local relationships to generate awareness, referrals, and leases.
From employer partnerships and resident referrals to creative collaborations with local businesses, this episode explains how outreach marketing can work alongside your digital strategy to reach renters before they ever start searching online.
You'll learn:
Why outreach marketing still matters in a digital-first leasing world How employer partnerships can create new leasing opportunities Creative ways to collaborate with local businesses and stand out Why resident referrals are one of the most overlooked marketing tools How events can turn residents into organic brand advocates Common outreach mistakes that limit results Why combining outreach + digital creates the strongest renter journeyTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Saknas det avsnitt?
-
More leads don't always mean more leases—and sometimes the real problem isn't lead volume, it's lead quality.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down one of the most common frustrations in apartment marketing: "the leads are bad."
From analyzing conversion points to understanding the disconnect between marketing and leasing teams, this episode explains how to identify whether you truly have a lead quality issue—or a follow-up and conversion problem.
You'll learn:
Why a lead doesn't have to lease immediately to still have value The key metrics that reveal true lead quality: lead-to-tour, tour-to-application, and application-to-lease Why marketing and leasing teams often disagree about lead performance How slow response times can turn good leads into lost opportunities Simple ways to audit your leasing process through secret shops, calls, and CRM reviews When poor performance is actually a marketing issue vs. an operational issue Why the full leasing funnel tells the real story—not just lead volumeTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Not all apartment marketing advice is good advice—and some of the most common recommendations may actually be hurting your results.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down the marketing advice they hear all the time but secretly can't stand.
From "just post more on social media" to "we need more leads," this episode challenges the quick fixes and explains why strategy, conversion, and understanding the renter journey matter more than chasing trends.
You'll learn:
Why posting more on social media doesn't matter without a clear strategy Why "more leads" won't fix a broken leasing process How to choose the right platforms instead of trying to be everywhere Why a prettier website doesn't always mean a better-performing website What to analyze before lowering rent when occupancy drops How AI can support marketers—but why it won't replace strategyTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
One month free is not a marketing strategy—and in today's competitive multifamily market, generic concessions are no longer enough to stand out.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how apartment communities should think about specials, concessions, and promotional offers strategically instead of simply throwing discounts at occupancy problems.
From Disney fireworks packages and surf lessons to waived fees and move-in perks, this episode explores how creative, experience-driven concessions can outperform traditional "one month free" offers while protecting revenue and improving leasing velocity.
You'll learn:
Why concessions should solve a specific leasing problem—not become the strategy When specials actually make sense: lease-ups, competition, renovations, and seasonality Why throwing more discounts at operational problems rarely works The difference between generic concessions and high perceived-value offers Creative concession ideas that stand out beyond "one month free" Why consistency across websites, ads, ILSs, and onsite teams matters How to measure whether a concession is actually improving leasing performanceTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Apartment websites may look better than ever—but are they actually performing better for renters?
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down why many apartment websites are becoming overly complicated, slower, and harder to use despite advances in technology and design.
From hidden pricing and chatbot overload to slow load speeds and confusing navigation, this episode explains what renters actually care about—and why the best-performing websites are often the simplest.
You'll learn:
Why some apartment websites are hurting conversions despite looking "luxury" What renters actually want first: pricing, floor plans, availability, and specials Why the floor plans page is one of the most important pages on the site How slow websites increase Google Ads costs and hurt performance Why too many pop-ups and chatbots create friction instead of conversions The biggest conversion mistakes: hidden pricing, confusing navigation, and weak CTAs What the ideal apartment website experience should actually feel likeTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Should multifamily properties focus on organic social media, paid social advertising—or both?
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down the real difference between organic and paid social strategies, where each one shines, and how they should work together to support leasing, retention, and long-term brand growth.
From Instagram and TikTok to retargeting ads and lease-up campaigns, this episode explains how social media fits into the bigger multifamily marketing picture—and why simply posting random content is not a strategy.
You'll learn:
The difference between organic social and paid social advertising Why organic social builds trust while paid social drives reach and conversions Which platforms matter most today: Instagram, Facebook, and TikTok Why Gen Z renters are starting their apartment searches on social media The biggest social media mistake: posting without strategy Why strong organic content improves paid campaign performance How lease-ups, promotions, and occupancy drops benefit from paid socialTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
A strong marketing budget is not just a line item—it is a leasing strategy.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how communities should build smarter marketing budgets that support occupancy goals, improve lead quality, and reduce reactive spending.
From paid search and SEO to creative assets, ILSs, email, and reputation management, this episode explains how to think strategically about where your dollars go—and how to know whether they're actually working.
You'll learn:
Why every budget should start with your leasing goals The key marketing categories every community should plan for Common budgeting mistakes, like overspending on underperforming channels How lease-up budgets differ from stabilized property budgets Why creative assets like photos and video must be included How to measure success using leads, tours, leases, and conversion rates Why smarter budgeting is about spending better, not always spending moreTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Reviews are no longer just about reputation—they're now a critical ranking factor for Google, local SEO, and even AI-driven search.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how reviews impact visibility across Google and emerging AI platforms like ChatGPT, and why multifamily teams need to rethink how they ask for and manage reviews.
From timing and strategy to keywords and consistency, this episode gives a practical framework for turning everyday resident interactions into powerful marketing assets.
You'll learn:
Why reviews directly impact Google rankings, local SEO, and AI search visibility How AI platforms require higher rating thresholds than Google to rank Why consistent, fresh reviews matter more than one-time review pushes When to ask for reviews (tours, move-ins, renewals, maintenance, events) Why reviews from prospects, vendors, and partners still matter How keywords in reviews (like amenities) improve discoverability The biggest mistakes: over-asking, automating, or ignoring negative reviewsTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Geofencing is one of the most underused targeting tools in multifamily marketing—and when used correctly, it can put your property in front of renters before they ever start searching on Google.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down what geofencing is, how it works, and why it can be such an effective strategy for multifamily properties.
From competitor targeting and employer locations to lifestyle destinations and retargeting, this episode explains how geofencing fits into the renter journey and how to make it part of a larger marketing strategy.
You'll learn:
What geofencing is and how it targets renters based on location and behavior Why geofencing is most effective for reaching prospects before they search The three main target categories: competitors, lifestyle locations, and employers Why choosing realistic competitors matters more than aspirational ones What kind of monthly budget geofencing campaigns typically require Why strong creative and landing pages are critical to campaign performance How to measure success through impressions, clicks, tours, and assisted conversionsTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Email marketing has been around forever—but in multifamily, it is still massively underused. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down why email marketing still matters, where it fits in the leasing journey, and how properties can use it to turn more leads into tours, applications, renewals, and reviews.
From lease-ups to stabilized communities, this episode explains how email can support every stage of the funnel—not as a one-off blast, but as a real conversion strategy.
You'll learn:
Why email is still one of the most valuable owned marketing channels Where email fits across the leasing funnel: lead, tour, application, and resident stages Why speed matters—and how the first five minutes can impact conversion How to use personalization, drip campaigns, and clear CTAs the right way The difference between lease-up email strategy and stabilized lead nurturing Why resident retention and review requests are often the most overlooked email opportunity Quick wins to improve your email strategy this weekTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Social media is no longer just about branding—it is quickly becoming a real discovery and leasing channel for multifamily properties.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how renters are increasingly discovering communities through Instagram, TikTok, and short-form video before they ever search on Google.
From authentic content and video strategy to calls-to-action and posting consistency, this episode covers how properties can turn likes, views, and engagement into actual tours and signed leases.
You'll learn:
Why renters are starting on social media instead of Google How short-form video is becoming one of the strongest leasing tools Why authentic, everyday content outperforms overly polished posts The importance of having a clear call-to-action in every post How often communities should post to stay consistent Ways AI can help with content ideas, captions, and planning Why onsite teams are often the best people to create social contentTo suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Google's new Ask Maps feature could change how prospects search for and evaluate apartments—and most multifamily teams are not ready for it yet.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down what Ask Maps is, how it works inside Google Maps, and why it matters for reviews, SEO, GEO, and overall property visibility.
If renters can now ask Google Maps conversational questions like "What are the best pet-friendly apartments near me with parking?" this is no longer just a search issue—it's a full digital presence issue.
You'll learn:
What Ask Maps is and how it works inside Google Maps Why search is shifting from keywords to conversational questions How Google pulls answers from your GBP, reviews, website, and SEO signals Why reviews now matter even more for visibility How properties can encourage residents to mention the right amenities in reviews What teams should update first: GBP, FAQ content, and listing consistency Why marketers need to start testing Ask Maps now—not laterTo suggest a topic, get in touch!
To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
What actually matters from industry conferences—and what's just noise? In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down the biggest takeaways from the 2026 Multifamily Strategic Marketing Summit in Napa.
From AI trends and GEO strategies to real conversations with operators and vendors, this episode cuts through the fluff and highlights what multifamily marketers should actually be paying attention to right now.
If you didn't attend the conference, this is your shortcut to the insights that matter most.
You'll learn:
Why AI dominated the conversation—and where it's actually impacting marketing today What the new "FACTS" model means for AI visibility (Freshness, Authority, Consistency, Trust, Semantic relevance) How tools like "Ask Maps" could change how renters search and evaluate properties Why marketers are feeling overwhelmed—and where outsourcing is becoming necessary How to use reviews + AI to identify gaps in your website content What GEO (Generative Engine Optimization) really means in practice Why adoption speed—not awareness—will determine who wins over the next 12 monthsTo suggest a topic, get in touch!
To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
AI is reshaping search—but not in the way most marketers think. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills are joined by SEO strategist Connor Wilson to break down what's actually changing with SEO, AI overviews, and GEO (Generative Engine Optimization).
From zero-click searches to FAQ-driven content, this episode cuts through the noise and explains what still works, what's evolving, and how multifamily marketers should adjust their strategy without overcomplicating it.
If you're wondering how to stay visible as AI takes over more of the search experience, this is your playbook.
You'll learn:
What's actually changed in SEO with AI—and what hasn't Why zero-click searches are increasing (and how to still win visibility) How FAQ content is becoming one of the most valuable SEO tools Why long-tail, conversational searches are driving AI results The biggest mistake: publishing AI-generated "fluff" content How blogs should be used (and why they're more for Google than users) The 3 priorities: Google Business Profile, FAQs, and hyper-local targetingTo suggest a topic, get in touch!
To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Fee transparency is quickly becoming one of the biggest shifts happening in multifamily marketing—and it's changing how properties present pricing online.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down what fee transparency actually means, why it's becoming more common across the industry, and how marketing teams should respond.
From regulatory pressure to changing renter expectations, this conversation explains why clearly presenting the true cost of living at a community can actually improve trust, lead quality, and leasing performance.
You'll learn:
What fee transparency means in multifamily marketing Why hidden or "junk" fees are becoming a regulatory focus How unclear pricing damages renter trust during the leasing process Why transparent pricing can actually improve lead quality Where fee information should appear across your marketing channels How to present fee breakdowns clearly without overwhelming prospects A simple way to audit your renter journey for pricing surprisesTo suggest a topic, get in touch!
To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Your website might look great—but if your call-to-action buttons are wrong, hidden, or confusing, they could be costing you leases.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how CTAs (call-to-actions) should change based on your property's phase—pre-leasing, lease-up, or stabilized—and why most multifamily websites either overcomplicate or underutilize them.
From "Join the VIP List" to "Schedule a Tour," this episode gives you a practical framework to make your website drive real action instead of just looking pretty.
You'll learn:
How CTAs should change between pre-leasing, lease-up, and stabilized communities Why pre-leasing sites should focus on pipeline building—not applications The #1 lease-up CTA that should live above the fold How too many buttons create friction and kill conversions Why consistent CTA language across pages matters The importance of adding CTAs directly on floor plan pages How 55+ communities should adjust CTAs for a more phone-first audience To suggest a topic, get in touch!To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Photos and videos don't just showcase your property—they sell the lifestyle. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how visual storytelling directly impacts leasing performance.
From empty room mistakes to lifestyle-driven photography and when to invest in professional video, this episode gives you a practical framework for making your visuals work harder for you.
If renters are scrolling past your listings, this conversation explains why—and what to fix first.
You'll learn:
Why renters scroll before they read—and how visuals "stop the scroll" The biggest photo mistakes (empty units, outdated images, zero lifestyle) A simple 3-part framework: Space, Lifestyle, Identity The 5 photos every property should prioritize When professional video is worth the investment—and when it's not How authentic, agent-led walkthrough videos can boost conversions Why strong visuals increase engagement, tour volume, and qualified leads To suggest a topic, get in touch!To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Branding gets thrown around constantly in multifamily—but what does it actually mean? In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills sit down with Resident360's Creative Director, Michael Hinde, to break down what strategic branding really involves—and why it's far more than just a logo.
From visual identity and messaging to mood boards and market positioning, this episode dives into how branding impacts leasing performance, resident experience, and long-term property success.
If you're a developer launching a new asset or a marketing director repositioning a community, this one's for you.
You'll learn:
Why branding is more than a logo—it's the full resident experience What a strong brand package should include (visual identity + messaging) How mood boards help shape creative direction and long-term consistency Why knowing your audience is the foundation of effective branding How to differentiate in crowded markets without blending in When "playing it safe" hurts leasing performance Why branding should be built for the next 3–5 years, not just lease-up To suggest a topic, get in touch!To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
-
Property transitions can either set a community up for long-term success—or quietly derail leasing momentum. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills share the real-world playbook for managing asset transitions without losing leads, credibility, or occupancy.
You'll learn:Why preparation and organization determine transition success
What digital assets must be secured early (website, domains, listings, tracking)
How to run a "marketing war room" to keep lead flow stable
When a takeover requires a rebrand vs. refresh vs. optimization
What absolutely must work on Day One (phones, forms, pricing, tours)
How to stabilize marketing in the first 30 days after takeover
Why the best transitions feel invisible to prospects
To suggest a topic, get in touch!To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
Drop Us a Review If You Enjoyed the Episode!
- Visa fler
