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

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!

Ep 42: One Month Free Rent Isn't a Marketing Strategy

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! [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!