4 multifamily marketing automations to drive more leases.

Digital marketing in the multifamily industry isn’t just an option anymore—it’s essential for staying competitive. The multifamily industry has evolved rapidly in the past few years, especially as it relates to digital marketing. Automation tools, from lead nurturing to online tour scheduling, have transformed how properties connect with prospects by reducing manual tasks and delivering a more personalized experience.

“Consumer experience is something that’s become a big thing in our industry. Today, there are so many apartments to choose from and it can be overwhelming for renters,” says Meagan Struve, Marketing Analyst at Mission Rock. “Automation plays a critical role in enhancing this experience, streamlining how prospects interact with properties and providing more choice and convenience throughout their journey.”

PERQ’s digital marketing platform combines automation tools like conversational AI, lead nurture, tour scheduling, and predictive advertising tools to help property management companies achieve their occupancy goals with less work and cost. Below, we explore four multifamily marketing automation tools that are transforming multifamily marketing.

Marketing automation and how it’s revolutionized property management companies.

In the past, property management teams have spent hours manually following up with leads, phone calls, and appointments, taking onsite teams’ time away from focusing on closing leases. According to Multifamily Insiders, “On average, teams using the right automation platform teams save about 100+ monthly hours per property. That saves their team $2,000+ and helps reach prospects they may not have previously been able to.” Marketing automation has helped properties optimize their lead-to-lease processes by automating critical steps in the renter’s journey. 

4 essential multifamily marketing automations you can’t afford to overlook. 

Marketing automation is transforming how multifamily properties connect with prospects, making it easier to achieve occupancy goals without overburdening your team. By streamlining repetitive tasks and delivering personalized experiences, these tools let you focus on what matters most: building strong connections and closing leases.

We’re highlighting four game-changing automations that every property should have: tools to optimize ad spend, nurture leads, engage renters with conversational AI, and simplify tour scheduling. These aren’t just time-savers—they’re strategies to improve performance and reduce costs.

Ready to discover how the right automations can make your team more productive and your marketing more effective? Let’s dive in!

#1 Predictive advertising (PPC) and its impact on your multifamily performance.

Today, traditional advertising strategies have left properties stuck with inflexible contracts, less-than-impressive results, and rising annual costs. Predictive advertising takes the guesswork out of ad campaigns by optimizing ad spend based on occupancy needs. By anticipating demand, pay-per-click (PPC) advertising helps properties save on advertising costs during high occupancy periods and ramps up ad efforts when properties need more leads. 

With PPC management from PERQ, properties can fill units faster with an advertising strategy that optimizes campaigns on leading platforms such as Google, Facebook, YouTube and Instagram.

“We’ve witnessed a substantial reduction in our cost per lease due to their ability to implement cost-effective, results-driven campaigns. Their dedication to improving our marketing ROI has been evident through the impressive outcomes we’ve experienced”

Tracey Tyler, CMO at Makaan Investment Group. 

Predictive advertising doesn’t just save money—it drives results, helping you meet your occupancy goals while maximizing ROI.

#2 Unleash your team’s productivity: lead nurturing and management.

Multifamily marketing automation isn’t just about increasing conversions; it’s also about improving team productivity. In the past, property managers have had to manually track and follow up on every lead, a time-consuming process often leading to missed opportunities. According to Marketing AI Institute, “80% of marketers want AI to reduce time spent on repetitive, data-driven tasks.” By automating repetitive tasks such as lead nurturing, it takes the follow-up hassle off of leasing teams’ plates and frees up their time to focus on what they do best—closing leases. 

PERQ’s nurturing technologies are a leader amongst AI property management tools. Our solution is powered by Nurture Science™, which is used to send multi-touch nurture communications across channels. Since every prospect is different, PERQ’s nurture technology personalizes follow-up communications for each individual prospect, ensuring all delivered content will be relevant for them. Automated follow-up and nurture touches have saved Mission Rock’s team over 30k hours of manual work last year, saving an estimated $600k+ in salary.

#3 Leverage the AI revolution with conversational tools.

Chatbots and AI-powered virtual assistants are revolutionizing the way multifamily properties interact with their leads.  Call-to-text capabilities further enhance the lead-to-lease process, allowing prospects to choose to convert their call to a text message exchange. Meagan Struve says, “There’s a definite generational shift happening. A lot of renters now are younger, and they’re used to a more automated experience and the instant gratification that comes with that. They don’t want to talk to anyone on the phone. They would much rather have a chat experience or be emailing or texting.” 

Conversational AI not only gives prospects a choice in the way they are communicated with—it also saves properties from having a real person man their phone and email systems 24/7. PERQ’s conversational AI has been purpose-built specifically for the multifamily industry.  It provides instant responses to keep prospects engaged and understands their questions to deliver accurate, helpful answers.

#4 Automated lead-to-tour scheduler for higher conversion rates.

An often overlooked but crucial part of the leasing process is tour scheduling. Many potential renters prefer to schedule tours themselves without having to go through the hassle of coordinating with a leasing agent. With so many prospective renters researching online, offering online tour scheduling tools is a great way to generate engagement on properties’ websites. Tour scheduling tools are also a great way to help guide prospective renters further down their renter’s journey.

PERQ’s tour scheduler automates the scheduling and follow-up of property tours for leasing teams. Prospects can book tours directly through your website, choosing from in-person, self-guided, or virtual tours, offering prospects an option that best fits their preferences and schedule. 

The results speak for themselves: Mission Rock properties achieved an impressive 60%-70% tour-to-lease conversion rate by using PERQ’s tour scheduler.  By removing barriers and enhancing the renter’s experience, automated tour scheduling helps properties effortlessly convert more leads into leases.

Seamlessly introducing automation into your business processes.

Many multifamily marketers and operators are unsure of where to begin when it comes to using automation tools. The idea of automating tasks such as responding to prospect inquiries or scheduling property tours can seem daunting. How do you prioritize which tasks to automate first? How do you ensure automated communication feels personal and engaging? These are all common concerns when starting out with these types of tools. 

A great place to start with multifamily marketing automation is using free tools such as ChatGPT. ChatGPT can be used to set up numerous time-consuming tasks, such as automated email sequences that engage with leads or even website integrations that provide instant answers to prospects’ questions, removing the burden of manual customer support. (However, any responses generated by AI should be carefully reviewed for accuracy.) 

PERQ’s digital marketing platform has become a game-changer for property management companies by combining automation tools like conversational AI, automated lead nurture, tour scheduling, and predictive advertising. Automating tasks to help property management companies increase their lead to lease conversion with less work and cost. Find out how PERQ can help your property achieve your occupancy goals by booking a demo.