The Multifamily Marketers Podcast

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!

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!