Multifamily Marketing Strategies

Reaching renters today looks different than it used to. Multifamily marketing—the strategies used to promote apartment communities, condos, and similar properties—has evolved to meet new demands. PERQ’s AI-driven platform helps multifamily teams make their marketing efforts more effective, turning more website visits into signed leases. Based on what we’ve learned from working with hundreds of properties, here’s what works best when it comes to multifamily marketing.

Multifamily Marketing Must-Haves for Attracting Modern Renters

Today, consumers have higher expectations and are more educated than ever before. Therefore, they are looking for something very specific when they are trying to find a new home. And when the majority (84%) of prospective renters use online search engines as part of their apartment search, it is vital that property websites provide the key information they are looking for. Here are a few multifamily marketing essentials to get you started:

• Leverage Social Media: One of the best ways to engage with prospects is to meet them where they are – social media. Lots of prospective renters are using social media to find their next home.. While multifamily communities do not need to have a profile on every platform, it’s a good idea to start on Facebook and potentially Instagram. A strong and creative multifamily social media marketing strategy will drive prospective residents to the property website, increasing traffic, generating leads, and converting them into leases.

• Optimize the Website: It’s really important to have a strong online presence as a property management company. Since many prospective residents start their apartment search on the internet, websites act as digital storefronts for multifamily communities. Therefore, all websites need to follow the best practices for search engine optimization (SEO) and user experience. This means keyword research, strong headings, regular content, local listings, and updated images and videos. This will help multifamily communities rank highly in search results to drive more traffic.

• Update Images and Videos: All property managers must make sure that there are high-quality and regularly updated images and videos on the community website. Those who are looking for an apartment or a condo want to see what a unit in the building might look like before considering touring. Ideally, there should be videos that highlight the unique features of the multifamily community. Be sure to also post recent images and videos of some of the common areas and communal amenities. This might include the gym, the pool, the lobby, and any conference rooms.

Marketing Strategies for Apartments

It’s important to have a well-rounded approach when creating multifamily marketing strategies for apartments. The wider the net a multifamily community can cast, the more leads they are going to generate and the more leases they are going to get signed. This starts with a strong digital presence.

Some of the advantages of PERQ’s multifamily marketing tools include:

• Leveraging the latest in artificial intelligence technology: PERQ’s purpose-built technology optimizes property websites to create the right opportunities for prospective residents and visitors to engage. The more the website can build a strong, personal connection with prospective residents, the warmer the leads are going to be. Communities using PERQ typically see a 2x increase in tour conversions and a 33% boost in lead-to-lease rates compared to manual follow-up.

• Leveraging Google Analytics: When it comes to multifamily marketing, it is important to know what’s delivering results and what isn’t. That way, multifamily marketing strategy campaigns can be adjusted to deliver the strongest results possible.

PERQ has revolutionized our lead engagement and conversion. With personalized experiences tailored to each prospect, our engagement and conversion rates have soared. The platform also saves our associates time, allowing them to focus on providing exceptional service to our current residents. We wholeheartedly recommend PERQ to any property looking to elevate their lead generation and conversion strategies.

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Of course, it is also important for multifamily communities to find ways to conduct other outreach campaigns as well. For a multifamily community, there are a few key opportunities that should be at the top of the list for apartment marketing in 2020. These include:

• Build Business Relationships: Partnerships could help you spread the word about your complex. Typically, partnering with other local businesses can provide a great opportunity to tap into a new audience.

• Provide Community Incentives in Exchange for New Leases: It’s a good idea to provide new residents with incentives in exchange for new leases. While a reduced security deposit or a free month are common ideas, it could also be helpful to provide them with gift cards from local businesses or even access to movers who can expedite the moving process. This could be the last push that leads need to sign on the dotted line.

These are just a few of the top outreach ideas that property managers and leasing agents might want to consider to boost their conversion rates. These ideas can work synergistically with a strong digital marketing and social media campaign to develop strong, personal connections with prospective residents, keeping occupancy rates high from opening through lease-up phases, and helping create a happy, harmonious multifamily community.

Apartment Marketing

In a highly digital world, it is critical to come up with a strong apartment marketing plan. This means finding a professional multifamily marketing agency that leverages the latest tools and techniques in the field to help multifamily communities reach as many potential residents as possible.

When looking for an apartment marketing agency, some of the factors to consider include:

• The Latest Trends: A strong multifamily marketing company should be able to keep up with the latest trends in the industry. This could involve social media, virtual leasing options, trends in local SEO, and more. By keeping up with the latest apartment marketing trends, apartment marketing companies can keep their clients ahead of the competition.
• Personalized Marketing Strategies: A strong multifamily marketing company should also be able to tailor apartment marketing strategies to meet the needs of their individual clients. When thinking about how to market apartment complexes, every community is different. Each complex has a different selling point that the marketing plan should highlight. This will keep conversion rates as high as possible.
• Scalability: Multifamily leasing comes in waves. This is a seasonal process that will vary not only with the time of year but also with the phase of the apartment building including pre-sales, lease-up phases, and steady states. The multifamily marketing plan should be able to scale with the needs of the community.

Key Takeaways of a Resilient Multifamily Marketing Plan

A strong multifamily marketing plan should present a well-rounded strategy that has been customized to meet the unique selling points of the community.  Many potential residents are using the internet and social media to find their new homes. Multifamily communities have to do everything in their power to increase their digital footprint.. This includes having an optimized website, leveraging virtual leasing opportunities, and creating a social media strategy that will work hand in hand with the interests of the community. This is where partnering with a top digital marketing agency is key.

PERQ leverages the latest tools in digital marketing to provide all prospective residents with the online experience they are looking for when they are looking for a new apartment. With PERQ, prospective residents can schedule tours easily through the website.

This is a great way for multifamily communities to nurture prospects easily. They can collect data quickly, which provides them with the actionable intelligence they need to make quick decisions and optimize their marketing campaigns. This helps them keep their conversion rates as high as possible.

Multifamily Marketing Strategies for Social Media

Social media is a powerful way to connect with both prospective and current residents. Here are key strategies to make the most of your social presence:

• Start with Facebook and Instagram
  • Sync posts across platforms to streamline content sharing.
  • Remember: Facebook is still relevant, but Gen Z leans toward Instagram and TikTok.
• Tailor content to each platform and audience
  • Use trending hashtags (e.g., #apartment has over 1B views on TikTok).
  • Take advantage of algorithms to boost visibility without relying solely on paid ads.
• Showcase more than just the property
  • Include community-focused content like: Pet of the Month posts; Team member spotlights; Move-in or move-out day content.
• Use platform features to organize content
  • Create Instagram Guides or TikTok folders to group related videos (e.g., move-in tips, maintenance tutorials).
• Get creative with content ideas
  • Move-in checklists
  • How-to videos (e.g., maintenance requests)
  • Apartment decor inspiration
  • Local business highlights or resident stories

Engaging, relevant apartment marketing content helps position your property in high-visibility categories while creating an emotional connection with your audience. Aim for content that’s both fun and functional to keep your community top of mind.

Key Takeaways

• A strong digital presence is essential for attracting today’s renters, beginning with an optimized website and engaging social media content.
• Social media marketing works best when it’s platform-specific and personal—showcasing both property features and community life.
• High-quality visuals and videos increase tour interest and give prospects a clear feel for the living experience.
• AI-powered tools like PERQ’s platform improve lead engagement, automate follow-up, and significantly boost lead-to-lease conversions.
• Local outreach and resident incentives still matter—especially when paired with data-driven digital marketing strategies.
• Successful multifamily marketing plans are scalable, personalized, and built around measurable performance indicators like traffic, engagement, and conversions.

Related Links

Apartment Marketing Blogs: Getting Started

Building Your Apartment Complex’s Brand on Instagram

Empowering Your Leasing Team: A Guide to Effective Digital Leasing