The Multifamily Marketers Podcast

Ep 41: Are Apartment Websites Getting Worse?

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 like 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 40: Organic vs. Paid Social - Where Multifamily Marketing Wins in 2026

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 social 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 39: How to Build a Smarter Marketing Budget for Your Community

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 more 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 38: Google, AI & The Future of Apartment Reviews

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 reviews 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 37: How to Use Geofencing in Apartment Marketing

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 conversions 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!