THE DIGIBLE DUDE

Most multifamily operators still rely on ILS and paid search as their primary marketing engine.

For years, that worked.Now it’s quietly driving up cost per acquisition.

In this episode of Riffing with Reid, RayAnn Corton, Account Strategist at Digible, breaks down why single-channel marketing is limiting exposure, inflating CPAs, and forcing operators to compete harder for the same renters.

The conversation moves beyond surface-level media mix advice and into the real issue: over-reliance on bottom-funnel channels without building brand demand upstream.

If you’re investing heavily in ILS and PPC and watching your marketing costs rise, this conversation will challenge how you think about budget allocation, measurement, and long-term demand generation.

Single-channel marketing feels safe.

It’s not always efficient.

This episode explains why.

Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

(00:00) Why Single-Channel Marketing Is Limiting Multifamily

(04:41) The Problem with Relying on ILS & PPC

(06:48) Why Operators Fear Diversification

(12:30) How Upper-Funnel Lowers Cost Per Acquisition

(14:06) Why Gen Z Research Apartments Differently

(19:40) How Much Should You Spend on TikTok?

(20:50) The Right Way to Measure Upper Funnel

(24:44) What Success Actually Looks Like

(33:11) When You’ve Hit Diminishing Returns

(45:17) AI Search, SEO, and What Changes Next

Most apartment communities focus on amenities.

Ovation focused on experience. And it changed everything.

Shellie Greer, Director of Ovation Lifestyle, shares how her team turned traditional multifamily properties into true lifestyle brands that residents feel connected to, talk about, and choose to stay in.

Instead of generic events or one-off perks, Ovation built a system for community through wellness programming, branded experiences, influencer content, and consistent resident touch points that make every property feel like home.

We break down how events double as marketing, how content fuels leasing, why community takes time to build, and what most operators miss when trying to improve retention. If you care about resident loyalty, brand differentiation, or standing out in a crowded market, this is a playbook worth studying.

Tap in to learn how Ovation is redefining multifamily living and why lifestyle may be the strongest competitive advantage in real estate today.

Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

(00:00) Preview

(00:45) Shellie’s Role at Ovation

(01:27) From UFC Branding to Real Estate

(04:33) Designing Immersive Event Experiences

(10:20) Ovation’s Las Vegas Legacy and Model

(14:25) Building the Ovation Lifestyle Program

(20:29) Resident App, Feedback, and Personalization

(25:24) Measuring Lifestyle ROI and Retention

(29:35) Turning Events Into Marketing Content

(34:01) Programming for Luxury vs 55+ Residents

(43:37) Why Ovation Stays Focused on Vegas

(47:21) Influencers and Organic Resident Content

(53:03) The Long Game of Community Building

This episode is equal parts actionable strategy and candid industry reflection. Perfect for marketers, operators, and anyone passionate about getting real results in multifamily.

Subscribe now, share your takeaways (or disagreements!), and get ready for 70 more principles coming your way.

Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

In this episode of Riffing with Reid, Reid sits down with Ian Hay,Senior Account Manager at Digible to explain why account management is the missing link in multifamily marketing performance.

They break down how great account managers translate digital marketing data into real leasing outcomes, why clicks and CTR don’t tell the full story, and where attribution breaks inside multifamily tech stacks.

The conversation shows how marketing only works when data, CRM insights, and leasing reality are aligned.If multifamily marketing looks good on paper but leasing lags behind, this episode explains why.

Digible:⁠ https://digible.com/

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

(00:00) Preview

(00:34) Inside Digible’s account management philosophy

(01:53) Ian’s background in analytics and multifamily marketing

(03:00) Turning complex data into clear client stories

(06:50) Connecting digital metrics to real leasing outcomes

(09:36) Why benchmarks need context at the submarket level

(12:07) Visibility vs clicks in the AI-driven renter journey

(13:40) The attribution problem no one talks about

(18:24) Why zooming out matters more than obsessing over CPAs

(21:19) How AI is reshaping apartment search behavior

(24:07) Rethinking media mix: search, video, and TikTok

(27:37) How to measure TikTok without last-click attribution

(31:37) Budgeting and stair-stepping TikTok experiments

(35:30) What actually works in multifamily TikTok creative

(43:51) Community, UGC, or leasing teams: what converts best

(49:06) Creative testing when budgets and assets are limited

(53:00) Using AI in creative without losing authenticity

(56:48) Total monthly leasing price and what changes in 2026

(01:02:00) Transparency as a long-term marketing advantage

A highlight reel of the best moments from The Digible Dudes and Riffing with Reid in 2025.

Key conversations, sharp insights, and standout clips from a year of real talk on marketing, growth, and the multifamily space.

Digible:⁠ https://digible.com/

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

(00:00) Zillow x Redfin's $100M Partnership

(04:21) AI In Multifamily Management

(06:18) Managing Vendor Partnerships in Multifamily

(14:41) Paid Media Strategy for Multifamily Marketers

(21:31) Building Canada's Most Innovative Rental Communities

(25:07) 10 Multifamily Principles

(38:00) Building a Brand Ecosystem

(42:14) Redefining Resident Experience With AI

(49:27) Multifamily Marketing Strategies

People don’t buy products, they buy people, stories, and values.

In this episode of the Digible Dudes podcast, Reid sits down with Darren Lee to explore how authenticity, personal brand, and human connection drive real growth across multifamily real estate and modern businesses.

The conversation breaks down why standing out in crowded multifamily markets is less about amenities and more about identity, community, and warmth. Darren explains how leaning into imperfections, personal journeys, and clear values helps brands create emotional connection and long term loyalty, even when properties or products look similar on the surface.

They also dive into content led growth, brand ecosystems versus traditional funnels, and how marketers can evoke emotion by saying what is often left unsaid in the market. Real world examples show how community, geography, and culture can become powerful differentiators for apartment brands and service based businesses alike.

Digible:⁠ https://digible.com/ 

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠

How to Fix Your Multifamily Marketing Strategy in 2026

In this episode of Riffing with Reid, host Reid sits down with Mitch Risdon, Senior Account Manager at Digible, to unpack how property level variables influence marketing results and why campaign performance can never be evaluated in isolation.

Mitch Risdon breaks down the hidden forces that shape lead volume and cost including occupancy trends, pricing fluctuations, concessions, competitive supply, on site operations, website conversion quality, and brand reputation. You will learn why marketers need a full funnel strategy, how to blend AI with human decision making, and how to use user generated content to cut through noise and improve authenticity across social.

Whether you are a property manager, regional, marketing strategist, or leasing professional, this episode gives you a clearer framework for analyzing performance, optimizing budgets, and improving demand without relying strictly on CPC and surface level metrics.

How do you evaluate the real drivers behind your marketing performance?

Share your perspective in the comments and subscribe to Riffing with Reid for more insights on multifamily marketing, paid media strategy, AI search, and brand performance.

Learn more about Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

Learn more about Mitch Risdon: https://digible.com/team/mitch-risdon/

How to Use AI Search to Transform Your Multifamily SEO Strategy

In this episode of Riffing with Reid, host Reid sits down with Digible’s SEO team to unpack how AI is transforming the way renters search for apartments and what multifamily marketers must do to stay visible. From Google’s AI Overviews to answer engine optimization and generative search, the team explains what is changing, what is staying the same, and how property websites can finally compete with ILS giants.

You will learn why strong site fundamentals still matter, how schema helps search engines understand your property, and why FAQs, renter guides, and neighborhood content now play a key role in getting surfaced in AI driven experiences. The team also breaks down the biggest content gaps across the industry and shares practical tips for using video, structured data, and question based copy to increase visibility and conversions.

Whether you are a property manager, marketing director, or on site leasing professional, this episode gives you a clear roadmap for improving your organic presence and capturing more high intent traffic in an AI first world.

How are you adapting your SEO strategy for AI search?

Share your thoughts in the comments and subscribe to Riffing with Reid for more expert insights on multifamily marketing, SEO, and the future of search.

Learn more about Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

Learn more about Tammy Smith: https://digible.com/team/tammy-smith/

Learn more about Rachel Jackson: https://digible.com/team/rachel-jackson/

Why Email Is Still a Powerhouse for Multifamily Marketing

In this episode of Riffing with Reid, host Reid sits down with Digible’s Email Content Manager, Kaitlyn, to unpack why email is making a major comeback in multifamily, how operators can use it to drive more qualified leads, and what makes it one of the most effective (yet underused) channels in today’s media mix.

Caitlin breaks down everything from prospecting vs. retention to subject line strategy, send-time optimization, compliance challenges, list health, and the role AI will play in email creation and personalization. You’ll learn how to structure a high-performing campaign, how email pairs with channels like PMax and display, and how to measure what actually matters beyond vanity metrics.

Whether you’re a property manager, marketing leader, or on-site leasing professional, this episode gives you a practical, data-backed look at how email can strengthen your funnel, improve renter engagement, and support a more diversified and resilient marketing strategy.

How are you using email in your marketing right now?

Drop your thoughts in the comments and subscribe to Riffing with Reid for more expert insights on multifamily marketing, performance strategy, and the future of AI-powered advertising.

Learn More About Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description

Learn More About Kaitlyn Kocsis: https://digible.com/team/kaitlyn-kocsis/

Opiniion is transforming how multifamily teams understand and serve their residents. In this episode of the Digible Dudes podcast, Devin (CEO of Opiniion) shares how the company evolved from a simple online review tool into a full resident experience and feedback platform powered by AI, now supporting millions of units across thousands of communities.

We cover Opiniion’s founding story, the move from basic review generation into measuring the entire resident journey, and how they centralize data from tours, move-ins, maintenance, renewals, and move-outs. Devin also breaks down the acquisition of Rentgrata, how prospect conversations and referrals complete the picture, and why their ARI engine (Actionable Renter Insights) is becoming a core layer of “resident intelligence” for operators.

Devin and the hosts discuss the link between online reputation, star ratings, and occupancy, and what it really takes to move a property from struggling reviews to a 4.0 and above. They get into Good-Better-Best packaging, the tension between collecting feedback and driving real operational change, and how Opiniion uses AI to surface patterns and recommended actions while still keeping humans at the center of leasing and resident care.

If you want insights on resident experience, multifamily operations, online reviews, and how AI can actually help teams make smarter decisions instead of replacing them, this episode is a must-watch.

Digible:⁠ https://digible.com/

Leave a Spotify Review: ⁠⁠⁠https://spoti.fi/3LfoEdU⁠⁠⁠

Leave an Apple Review: ⁠⁠⁠https://apple.co/3AA2zRj⁠⁠