Building next year's marketing budget isn't about copying last year's numbers—it's about preparing for how renters will search tomorrow.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how multifamily marketers should approach budgeting for 2027, from auditing current performance to investing in the channels that will matter most in the year ahead.

With AI reshaping search, short-form video influencing decisions, and renter expectations continuing to evolve, this episode provides a practical framework for creating a smarter, more strategic marketing budget.

You'll learn:

• Why every marketing budget should start with performance data—not dollar amounts
• How to audit vendors and eliminate tools that no longer provide value
• Where to invest more in 2027: SEO, AI visibility, websites, video, and reputation management
• Why AI search is changing how renters discover apartment communities
• How to build a budget around leasing goals and conversion metrics
• Which marketing expenses deserve extra scrutiny before increasing spend
• Why flexible budgets outperform static annual plans in today's market

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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What if you could catch marketing problems before they cost you leases—all in just 10 minutes a week?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills share a simple weekly marketing audit that every multifamily owner, marketer, and regional manager should be doing.

From your Google Business Profile and reviews to website functionality, Google Ads, social media, and lead quality, this episode walks through the eight key areas that can quickly uncover issues before they become expensive problems. Plus, you'll learn how AI can help automate much of the process.

You'll learn:

• The 8 key areas every property should review in a weekly marketing audit
• How to quickly evaluate your Google Business Profile, reviews, and website
• Why checking lead quality is more important than simply counting leads
• How to identify issues with Google Ads before performance drops
• Why listening to leasing calls can uncover hidden conversion problems
• How AI can speed up your weekly audit and identify opportunities faster
• Why small weekly improvements outperform large quarterly fixes

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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When leasing slows down, cutting your marketing budget might feel like the obvious move—but it could actually make the problem worse.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how apartment communities should approach marketing during a slow leasing season and where their budgets should actually go.

From protecting high-intent channels like Google Search to auditing your leasing funnel and reallocating underperforming spend, this episode explains how to stay visible, spend smarter, and compete when renters have more options.

You'll learn:

• Why cutting marketing during a slow leasing season can hurt visibility
• What to audit before throwing more money at lead generation
• The marketing channels and strategies you shouldn't cut
• How to reallocate underperforming marketing dollars more effectively
• Why competing only on price and concessions isn't a long-term strategy
• How marketing and operations must work together to improve leasing performance
• Three quick wins to strengthen your marketing this week

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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AI is everywhere—but how are multifamily operators actually using it?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down the findings from Resident360's AI in Multifamily survey, exploring how owners, operators, and marketers are approaching AI today.

From leasing and marketing to reporting and resident communication, this episode separates the hype from reality and explains where AI is creating value, where human oversight is still essential, and how multifamily teams can start building a practical AI strategy.

You'll learn:

• What multifamily operators are actually asking about AI today
• Why most companies are still experimenting instead of following a formal AI strategy
• The biggest barriers to adoption: trust, accuracy, and limited time
• Where AI creates the most value—from reporting and analytics to marketing content and leasing workflows
• Which tasks should always include human review
• How AI is changing apartment search through GEO and AI-generated recommendations
• A simple framework for launching your first AI pilot safely and effectively

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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Renters aren't just looking for four walls and a floor plan—they're looking for a place that fits their lifestyle.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explain why apartment communities need to stop selling features and start selling the experience of living there.

From rethinking generic phrases like "luxury living redefined" to transforming amenities into lifestyle benefits, this episode breaks down how properties can create stronger emotional connections with prospects and stand out in competitive markets.

You'll learn:

• Why marketing only amenities makes your property blend in with competitors
• How to turn features into benefits that connect with renters emotionally
• Why lifestyle marketing works for Class A, B, and C communities
• How location, walkability, and nearby attractions can become powerful selling points
• The "four walls test" to see if your website messaging stands out
• How to balance lifestyle-focused copy with SEO strategy
• Why leasing teams should sell the experience—not just list amenities

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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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 renters

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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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 journey

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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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 volume

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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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 strategy

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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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 performance

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!