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/

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Multifamily marketing does not work in a vacuum. In this episode of the Digible Dudes podcast, host Reid sits down with Leslie Mathis, founder of Streamline Multifamily, to unpack why campaigns fall flat when operations are not aligned, how to fix the disconnect between owners, operators, and agencies, and what great alignment looks like from concept to lease up.

We cover Leslie’s career journey and how she acts as a bridge between ownership and third party management, the market shift from easy leasing to tougher conditions, and the cadence required to win. Expect clear takeaways on weekly collaboration, shared goals, and educating stakeholders on what the data actually means so decisions are based on facts, not feelings.

Leslie also breaks down where to invest for real resident value, why access control and seamless experiences often beat in unit gadget upgrades, and how to rethink concessions by reallocating a portion into targeted marketing and storytelling. We get into training gaps across on site and regional teams, outdated reporting and KPIs, and how AI should enable teams to synthesize data and deliver actionable guidance rather than generic outputs.

If you want practical strategies to align marketing and operations, improve traffic quality, and turn insights into leases, this episode is a must watch for multifamily owners, operators, and marketers.

Digible:⁠ https://digible.com/

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

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Designing Customer Experience That Scales: How Multifamily Teams Blend Human Touch, Process, and AI

In this episode of Riffing with Reid, host Reid Wicoff breaks down what customer experience really means in multifamily marketing, how to measure it, and how to design it intentionally across people, process, and technology. You will learn why clarity beats complexity, where agility matters most, and how to use AI to create speed without losing the relationships clients value.

Reid covers everything from role-based expectations for owners, operators, and marketers to practical pillars like communication, clear definitions, flexible workflows, and cross-functional alignment. You will get actionable tactics to separate signal from noise in your CX metrics and to build internal enablement that scales great service.

Whether you are a property manager, marketing director, or operator, this episode gives you a simple, step-by-step blueprint to improve outcomes, reduce churn, and strengthen client trust as part of a modern multifamily marketing strategy.

What is your biggest CX opportunity right now?

Drop your thoughts in the comments and subscribe to Riffing with Reid for more expert insights on multifamily marketing, customer experience, and AI-driven execution.

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

Learn More About Nate Brandt:

https://digible.com/team/nate-brandt/

Reid Wicoff, CEO and co-founder of Digible, is back with another solo riff… kind of. With David still clocking ultra-marathon miles and family time, Reid keeps the spinoff rolling with Riffing with Reid.

Think of it as a mix between a rant, a ramble, and a reality check for multifamily marketing.

This round, Reid tackles Principles 11 through 19 under a simple framework we all know and sometimes love to hate: Stop. Start. Continue.

Stop budgeting like it is 1999. Stop pacing campaigns evenly. Stop assuming your A/B tests are telling the truth.

Start educating yourself on fee transparency. Start benchmarking at the property level. Start following the page views to diagnose your funnel.

Continue exploring how ChatGPT and AI influence the renter journey. Continue marketing through the whistle to drive renewals. Continue hammering relentless differentiators that win search, tours, and leases.

This episode is equal parts actionable strategy and candid industry reflection.

Perfect for marketers, operators, and anyone serious about putting dollars where demand actually is.

Subscribe now, share your takeaways or disagreements, and get ready for the next principles coming your way.

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

Timestamps:

00:00 Preview & Intro

03:02 11: Stop Budgeting Like it's 1999

05:17 12: Pacing Campaigns Evenly

09:18 13: Stop Assuming Your Agency Is A/B Testing

12:08 14: Educate Yourself on Fee Transparency

13:56 15: Start Benchmarking Data at the Property Level

18:53 16: Following the Page Views

25:15 17: Continue Asking About ChatGPT (But Be Patient)

28:38 18: Marketing Through the Whistle

32:05 19: Continue Defining Your Differentiators

In this episode of Riffing with Reid, SEO Strategist Bailey Trevithick joins Reid to break down how AI and generative search are transforming SEO in the multifamily real estate industry.

Bailey explains why keyword strategy alone isn’t enough anymore, how apartment marketers can stay visible in a world dominated by Zillow and Apartments.com, and why FAQ-driven content and Google Business Profile optimization are the new SEO power plays.

They also dive into how ChatGPT, Claude, and generative search will influence how renters discover properties — and what marketers can do right now to future-proof their websites for AI-driven search results.

Whether you’re a property marketer, digital strategist, or multifamily operator, this conversation gives you the roadmap to elevate your SEO strategy in 2025 and beyond.

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

Learn More About Bailey Trevithick: https://digible.com/team/bailey-trevithick/?utm_source=dd_podcast&utm_medium=episode_description

00:00 Preview & Intro

02:06 Keywords vs Reality in Multifamily

04:56 Local SEO via Google Business Profile and Maps

06:03 Generative AI’s Impact on SEO

09:38 Is GPT a New SEO pillar?

12:21 Make FAQs a Priority

14:50 Using Resident Insights for Content

SEO & AI in Multifamily: How to Future-Proof Your Marketing Strategy

In this episode of Riffing with Reid, host Reid Wicoff sits down with Bailey Trevithick, SEO Strategist at Digible, to unpack how AI and generative search are transforming SEO for multifamily marketers. They break down what “geo” really means, how ChatGPT is changing renter behavior, and why good SEO already prepares you for the AI era.

Bailey shares practical insights on keyword strategy, FAQ content, and local SEO—explaining how to compete with big players like Zillow and Apartments.com by focusing on branded queries, Maps optimization, and question-based content. You’ll learn how to use resident feedback, social listening, and authentic storytelling to strengthen your SEO and improve visibility across Google and AI-driven platforms.

Whether you’re a property marketer, community manager, or agency strategist, this episode will help you understand how to future-proof your marketing approach without overhauling what already works.

How are you preparing your SEO strategy for AI and generative search? Share your thoughts in the comments and subscribe to Riffing with Reid for more conversations on multifamily marketing, SEO, and digital strategy.

Learn More About Digible: https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description Learn More About Bailey Trevithick: https://digible.com/team/bailey-trevithick/?utm_source=dd_podcast&utm_medium=episode_description

In this episode of Riffing with Reid, Reid sits down with Matt Slankard, Paid Media Strategist at Digible, to break down exactly how geofencing works, why it matters, and how property marketers can use it to lower costs and drive more qualified leads.

From defining what geofencing really is (and isn’t) to best practices for creative, budgets, fence design, and compliance, Matt shares practical strategies that apartment marketers can use to turn local awareness into real leases. You’ll also hear how pairing geofencing with search, social, display, and PMAX campaigns can significantly reduce your cost per acquisition and improve lead quality.

Whether you’re a property manager, marketing director, or leasing professional, this episode will give you a clear playbook for using geofencing effectively as part of a modern multifamily marketing strategy.

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

(00:00) Geofencing as an Awareness Strategy  

(01:14) Introducing Matt Slankard 

(02:35) What Geofencing Really Means in Digital Advertising  

(05:19) Creative Best Practices for Geofencing Ads  

(12:10) The Role of Calls-to-Action & Professional Imagery  

(16:46) Defining Acquisition: Qualified Leads vs Vanity Metrics  

(19:08) Multi-Channel Mix: How Geofencing Lowers CPA  

(24:30) Budgeting & Designing Effective Geofence Campaigns  

(27:32) Retargeting After the Fence: Capturing “Doom Scrollers”  

(28:49) Fair Housing, Compliance, and Fence Location Challenges  

(31:30) Reporting, Attribution & “Walk-In” Measurement Limits  

(34:36) Geofencing as the Digital Billboard for Multifamily Marketing  

Stop wasting ad spend and start turning every click into a lease.

In this episode of Riffing with Reid, Melissa Morris, Paid Media Manager at Digible, joins us to break down the only paid media strategy you need to win in 2025.

Melissa shares hard-won lessons from managing campaigns with budgets as small as $1K and as large as six figures and reveals how to make AI, PMAX, and DemandGen work for you instead of draining your budget.What’s your biggest challenge with paid media right now?Let us know in the comments below and subscribe to Riffing with Reid for more multifamily marketing insights!

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

(00:00) Intro

(01:45) Melissa’s Journey

(06:38) Lessons from Nonprofit Marketing & Why She Joined Digible  

(09:14) Rethinking Paid Media

(11:13) The Evolution of Google Ads

(14:26) Balancing Privacy, Data Security & Lead Quality  

(15:28) Building Full-Funnel Strategies 

(21:11) Smarter Keyword & Creative Strategies 

(26:18) Making Attribution Work

(30:52) Regional Budgets & Scaling Data 

(32:26) PMAX & DemandGen Explained 

(39:03) Budget Allocation & Seasonality

(43:10) Optimizing Campaigns

(48:19) Front-Loading Budgets & Measuring Marginal ROI  

(54:20) Why Human Strategy Still Matters in the Age of AI  

(01:01:15) Uniting Paid Media, SEO & ILS

Reid Wicoff, CEO and co-founder of Digible, has officially gone solo… kind of. With David off running ultra-marathons (literally) and spending more time with his family, Reid decided to launch a new spinoff of The Digible Dudes called Riffing with Reid.

Think of it as a mix between a rant, a ramble, and a reality check for multifamily marketing.

For his debut, Reid came out swinging with the first 10 of 100 no-BS multifamily marketing principles he plans to share. And instead of sugarcoating, he leaned into a framework we all know (and sometimes love to hate): Stop. Start. Continue.

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 90 more principles coming your way.

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

(00:00) Welcome to Riffing with Reid

(03:00) The Mission: 100 Multifamily Marketing Principles

(04:08) Using the Start / Stop / Continue Framework

(06:15) Start: Define What Failure Looks Like

(09:20) Stop: Chasing Multi-Touch Attribution

(12:30) Stop: Obsessing Over Fees vs ROAS

(15:45) Stop: Prioritizing Website Sizzle Over Conversions

(21:05) Stop: Treating SEO Like a Box to Check

(26:45) Start: Make Your Content Smart

(29:29) Start: Open Up Your Data Kimono

(42:29) Continue: Push for Deeper Integrations

(43:23) Continue: Ask Harder Questions

(43:49) Continue: Rethink Your ILS Strategy