The Multifamily Marketers Podcast

Ep 47: Stop Selling Apartments. Start Selling Lifestyle.

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. Drop Us a Review If You Enjoyed the Episode!

Ep 46: Beyond the ILS - Where Renters Actually Start Their Search Today

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! [https://www.resident360.com/contact-us] For more multifamily marketing help, connect with us at Resident360. [https://www.resident360.com/] Drop Us a Review If You Enjoyed the Episode!

Ep 45: Outreach Marketing Isn't Dead

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! [https://www.resident360.com/contact-us] For more multifamily marketing help, connect with us at Resident360. [https://www.resident360.com/] Drop Us a Review If You Enjoyed the Episode!

Ep 44: You Don't Have a Lead Problem. You've Got a Quality Lead Problem!

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! [https://www.resident360.com/contact-us] For more multifamily marketing help, connect with us at Resident360. [https://www.resident360.com/] Drop Us a Review If You Enjoyed the Episode!

Ep 43: Apartment Marketing Advice We Secretly Can't Stand

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! [https://www.resident360.com/contact-us] For more multifamily marketing help, connect with us at Resident360. [https://www.resident360.com/] Drop Us a Review If You Enjoyed the Episode!