The Ultimate Guide to Crafting a Foolproof Multifamily Marketing Plan

A good marketing plan brings in qualified leads without overspending. In multifamily, that means attracting renters who are the right fit and turning them into leases with less effort and cost.

PERQ has helped many multifamily properties improve their marketing with smart technology and automation. We’ve built tools that make increasing leads and leases easier, even when resources are tight.

Use our multifamily marketing plan below to make smarter decisions that keep your units full with less hassle. Download your free template, and read on to learn how each step can boost your marketing success.

What is multifamily marketing, and why is it important?

Multifamily marketing is about promoting your community to attract the people you want as renters.

A successful multifamily marketing plan helps you fill empty units efficiently while minimizing marketing costs. There are many different approaches to building a marketing plan, so it is important to design one that fits your budget and needs.

If you are unfamiliar with marketing in general, review the terms below to better understand what a marketing plan entails.

• Qualified leads – A qualified lead is a potential customer who has shown interest in your company and shared information, such as contact information. They also fit the profile of your ideal client and are more likely to be interested in becoming a paying customer.
• Branding – A company’s brand is defined by how others perceive it. It includes its images, colors, messaging, and customer experience. A strong brand is easily recognizable and trusted by its clients.
• Buyer’s journey – In multifamily, this process is known as the renter’s journey. It details the general path a person takes to go from a potential renter to a paying tenant. Many models exist, but they generally include the following stages: awareness, consideration, and decision.
• Digital assets – In marketing, a digital asset is anything in a digital or online format that you use to promote your business or bring in money. This umbrella term includes everything from images and videos to your website and social media accounts. 
• Follow-up – Follow-up is a leasing agent’s immediate response to a new lead that suggests some kind of action. For example, a follow-up email provides a prospect with information about the property and how to schedule a tour.
• Intended audience (target/ideal audience) – Also known as your ideal or target audience, the intended audience for your property is the subset of the population that your marketing efforts are trying to attract because they would be the best fit for your community. They are defined by demographics, likes and dislikes, and other behaviors. 
• Lead conversion – Conversion is the act of turning a potential customer (a lead) into a paying customer or having them take some other significant action. In multifamily, that can mean getting a potential renter to book a tour or sign a lease.
• Lead generation – Lead generation is the act of identifying potential customers and turning them into prospects with a specific interest in your company (or, in the multifamily industry, your property).
• Marketing funnel – Also known as a leasing funnel in multifamily, a marketing funnel is the buyer’s journey seen from the company’s perspective. A robust multifamily marketing plan addresses the needs and desires of potential renters at every stage of the funnel.
• Marketing channel – A marketing channel is any platform you use to promote your business, including your website, digital ads, social media, emails, and traditional marketing. 
• Nurture – Nurture differs from follow-up in that it is part of a long-term strategy designed to guide potential renters through their decision-making process. It keeps your property top-of-mind, answers prospects’ questions, and builds trust.

Getting started: Why automation is the key to cost-effective multifamily marketing campaigns.

Multifamily marketing and leasing teams often have to manage several properties with limited resources. Automation can make tasks like following up with leads, scheduling tours, and nurturing prospects more efficient so your team can focus on those ready to talk with a person.

Plus, integrating automation into your property marketing plan is essential for meeting the expectations of today’s renters. Millennial and Gen Z renters are accustomed to finding answers to their questions online, anytime, day or night. Since most of the renter’s journey is done independently, automation tools that are informative, engaging, and interactive help your property stand out.

To meet your occupancy goals even with a restricted budget, think about where automation can reduce effort and cost while bringing in qualified leads.

Breaking down the marketing funnel to prioritize resources

As explained above, the marketing funnel is the journey potential renters take from being interested prospects to becoming paying tenants.

If you want to use automation to reduce costs in your multifamily marketing plan, think about how these tools can make each stage of the funnel more efficient. 

• Decision – The prospect has chosen the community for their future apartment and is ready to apply for a lease. With a database full of information about this potential renter, your team member is equipped to provide a personalized experience that will close the deal.
• Awareness – The prospect recognizes that they need to search for a new apartment. They begin researching communities that match their criteria, such as location, floor plan, cost, accessibility, etc. Interactive website tools could help visitors determine if your property would be a good fit. 
• Consideration – The prospect has narrowed down their choices, but they need more information to make a decision. Automated communications conveniently provide that information and keep your property top-of-mind. Also, an automated tour scheduler allows them to book a tour with little effort from your team.

Download our multifamily marketing plan template and start building your leasing success.

PERQ’s experienced team has developed a marketing plan framework that helps achieve high occupancy while keeping marketing costs low. Start by reviewing the checklist, then learn more about each step below. As you read, add your own notes and ideas on how each step can work for your community. 

The ultimate guide to crafting your multifamily marketing plan

1. Ensure your team understands the goal.

The cornerstone of any successful multifamily marketing plan is generating high-quality leads and converting them efficiently. You need to fill your empty units fast while staying within budget. Use data-driven decisions, automation, and clear branding to help achieve your occupancy goals with minimal effort and cost.

2. Get to know your intended audience.

What does your ideal renter want in a multifamily property? Consider their age, income, occupation, and preferred platforms. Understanding their needs helps you focus your marketing efforts, and knowing where they spend time online allows you to meet them where they are. Research your current residents and competitors to get a clearer picture of your target audience.

3. Identify your property’s unique traits.

Once you know your audience, look at your property from their perspective. What would they find most appealing? What sets you apart from competitors? Also, consider future investments that could help attract more tenants in the long term.

4. Align your branding across all channels.

Your branding should reflect your community’s unique personality. Whether your property feels laid-back, modern, family-friendly, or eco-conscious, make sure this message is consistent across all your digital assets—website, social media, emails, and print materials. A cohesive brand creates trust and credibility.

5. Determine your multifamily marketing budget.

Start by reviewing past marketing efforts to see what delivered the best return on your investment (ROI). Then, find ways to cut costs without sacrificing results, such as using automation or investing in pay-per-click (PPC) ads. Finally, evaluate your current vendors to decide if it’s worth continuing those relationships or switching to new technologies. Click here for more detailed information about creating a multifamily marketing budget.

6. Brainstorm marketing ideas for all parts of the renter’s journey.

Your property’s unique qualities and occupancy goals will shape which multifamily marketing strategies will work best. Consider ideas for every stage of the renter’s journey—from awareness to decision. For example:

1. Use an AI leasing assistant to enhance your website.
2. Optimize your Google Business Profile.
3. Write blogs that address common concerns of your ideal renters.
4. Explore local SEO to boost your search visibility.
5. Use pay-per-click (PPC) advertising to drive more visitors to your website.
6. Build mutually beneficial relationships with local businesses.

7. Implement, assess, and fine-tune your ideas with S.M.A.R.T. marketing.

A strong multifamily marketing plan includes regularly testing and refining your strategies. To evaluate the success of each campaign, set S.M.A.R.T. goals—Specific, Measurable, Achievable, Relevant, and Timely. This approach helps you make informed decisions about where to focus your efforts and budget.

8. Build relationships through excellent customer service.

Word-of-mouth is one of your most valuable marketing tools. Ensure prospects and tenants have great things to say about your community by training your team to provide friendly, helpful service. Anticipating renters’ needs and building strong relationships helps ensure your brand’s image is reflected in everyday interactions.

Introducing PERQ: The industry’s most advanced multifamily marketing platform

At PERQ, we aim to help multifamily owners and managers like you reach higher occupancy with less effort and cost.

We know that building a successful marketing plan involves many moving parts. That’s why we’ve developed a comprehensive digital marketing platform that covers it all—predictive advertising, conversational AI, a smart leasing assistant, automated nurturing tools, and a personalized tour scheduler, all seamlessly integrated with your current systems.

Our easy-to-use, engaging tools give renters the experience they expect while helping you capture and convert more low- and no-cost leads with minimal effort. Schedule a demo today to see how PERQ can deliver real results for your property!

Key takeaways and tips

Remember, the primary goal of any successful multifamily marketing plan is to increase occupancy while lowering costs. Use our template to create a customized plan that meets your property’s unique needs, and consider the best place to use automation to save effort and money. Be consistent with your branding, always refer back to the data, and never underestimate the power of excellent customer service. 

By following these steps, you’ll be well on your way to creating a multifamily marketing plan that boosts occupancy, reduces costs, and strengthens your community.