The Multifamily Marketers Podcast

Getting residents to move in is one thing. Getting them to stay is another. But can rewards programs actually improve resident retention, or are properties just giving away money?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills tackle a listener-submitted question about resident retention programs and what really works. From rewarding on-time rent payments and early renewals to encouraging resident event participation and referrals, they explore how multifamily operators can build programs that residents actually value.

Josh and Caroline also compare popular incentives like rent credits, gift cards, and prize giveaways, discuss whether third-party rewards platforms are worth the investment, and break down how to structure, budget, and measure a successful retention program—especially for smaller communities with limited staff and resources.

You'll learn:

• Why resident rewards and resident retention aren't always the same thing—and how to identify what you're actually trying to improve
• What residents value most when it comes to incentives, including rent credits, gift cards, and practical benefits
• Whether rewarding on-time rent payments and early lease renewals makes financial sense
• Creative ways to increase resident event participation and build a stronger sense of community
• The pros and cons of points-based rewards programs versus simple, guaranteed incentives
• How resident referral programs can turn happy residents into advocates for your community
• How to establish a realistic budget, measure ROI, and avoid common mistakes when launching a retention program

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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AI is changing how renters search for apartments—but can you actually see that impact in your marketing reports?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explore how traffic from AI platforms like ChatGPT, Perplexity, and Gemini is beginning to show up in Google Analytics 4 (GA4)—giving multifamily marketers a new way to measure how AI is influencing apartment discovery.

From identifying AI referral traffic to analyzing engagement, tracking conversions, and understanding attribution limitations, Josh and Caroline break down what marketers should be looking for in their analytics. More importantly, they explain how to turn those insights into smarter website decisions, better reporting, and a clearer understanding of AI's growing role in the renter journey.

You'll learn:

• How traffic from ChatGPT, Perplexity, Gemini, and other AI platforms can appear in Google Analytics 4
• Where to look in GA4 to identify AI referral sources beyond traditional organic search reports
• The four key metrics to evaluate: traffic trends, engagement, conversions, and traffic quality
• Why AI referral traffic doesn't tell the complete story of how renters discover your community
• How to use AI traffic insights to improve your website experience, content, and search visibility
• Why accurate tracking and properly configured conversion events are essential for meaningful reporting
• How to communicate AI performance to owners and asset managers without overwhelming them with more metrics

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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Getting leads is one thing. Turning those leads into signed leases is another—and sometimes the difference comes down to what happens during a single conversation.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills take a deep dive into Resident360's Leasing Accelerator Blueprint, a hands-on training program designed to help leasing teams improve their conversations, build stronger connections with prospects, and ultimately convert more tours into leases.

Drawing from Caroline's recent training with a multifamily client, they break down the entire leasing journey—from answering inbound calls and asking better discovery questions to delivering personalized tours, handling objections, asking for the lease, and following up with purpose. Plus, Caroline shares practical techniques, real role-playing examples, and simple ways managers can reinforce these skills long after the training ends.

You'll learn:

• Why leasing teams need to shift from simply processing applications to earning them
• How to use the GREAT method to turn inbound calls into meaningful conversations and scheduled tours
• Why asking better discovery questions—and remembering personal details—can improve the leasing experience
• How to prepare for and deliver tours that sell benefits instead of just listing features
• How the LAER method helps leasing agents confidently address objections and ask for the lease
• Why generic follow-ups like "just checking in" don't work—and how to create a more effective 30-day follow-up strategy
• How managers can make leasing training stick through role-playing, coaching, and consistent measurement

To suggest a topic, get in touch!

For more multifamily marketing help or to learn about Resident360's Leasing Accelerator Blueprint, connect with us at https://www.resident360.com/.

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Your property websites get plenty of attention—but what about the website behind the company managing those properties?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explore why the corporate website is an often-overlooked part of the multifamily marketing ecosystem. Residents, owners, investors, vendors, prospective employees, and referral partners are all researching your company—and what they find can influence whether they trust you enough to take the next step.

From reputation and referrals to SEO, AI search, social proof, and brand credibility, Josh and Caroline break down what a strong corporate website should actually accomplish—and how to know when yours is ready for a redesign. Ep 58 - Transcript

You'll learn:

• Why your corporate website matters to far more than owners and investors
• How a corporate website can build—or undermine—trust in your company and properties
• Why your website, Google reviews, reputation, and brand need to tell a consistent story
• The five things every corporate website should clearly communicate
• How corporate websites support referrals, SEO, and AI-powered search
• Why case studies, testimonials, core values, portfolio work, and social proof matter
• How to determine whether your corporate website needs a redesign

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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What happens when AI stops simply helping renters search for apartments—and starts doing the research, comparing, screening, and eventually taking action for them?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explore the next evolution of AI-powered apartment search, sparked by a Google Gemini commercial Caroline saw during an NFL game showing AI being used specifically for apartment hunting.

From AI comparing total monthly costs and analyzing reviews to potentially communicating with leasing assistants and scheduling tours, Josh and Caroline discuss what happens when AI begins representing the renter, not just the property—and what multifamily marketers should be doing now to prepare.

You'll learn:

• Why Google's mainstream advertising of AI-powered apartment hunting signals a major shift in renter behavior
• How renter-side AI could dramatically shorten the traditional apartment search funnel
• Why properties may be considered—and eliminated—without ever receiving a website visit or lead
• How websites need to serve both human renters and AI systems with clear, structured information
• Why pricing, fees, pet policies, parking, availability, and other property details need to be accurate and consistent everywhere
• How AI could make transparency and data accuracy a competitive advantage
• Five practical steps multifamily teams can take now to improve their AI discoverability

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For more multifamily marketing help, connect with us at Resident360.

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Your pool, fitness center, and clubhouse aren't the only amenities you're selling. Sometimes, your best amenity is everything outside your front door.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down why the neighborhood should be a much bigger part of apartment marketing—and how properties can turn local restaurants, coffee shops, parks, employers, trails, and entertainment into compelling reasons to live there.

From creating better neighborhood pages to staff favorites, resident recommendations, local partnerships, and social content, this episode is packed with practical ideas for selling the lifestyle surrounding your community.

You'll learn:

• Why the neighborhood can be one of your property's strongest amenities
• What a great neighborhood page should include beyond a generic map
• How staff favorites and resident recommendations can make your content more authentic
• Ways to turn neighborhood content into social posts, videos, move-in guides, and more
• How local content can improve SEO and AI search visibility
• Creative ways to partner and cross-promote with nearby businesses
• Simple things your team can do this week to better market your neighborhood

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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Your marketing dashboard might look impressive—but if you can't connect the numbers to tours and leases, are you really measuring performance?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down one of the biggest problems in multifamily reporting: stopping the measurement too early. Impressions, clicks, website traffic, and leads all matter, but they only tell part of the story.

From lead-to-tour and tour-to-lease conversion to leasing-team follow-up, reporting accountability, and AI-powered analysis, this episode explains how marketing and leasing teams can connect the entire renter journey and turn dashboards into actual business decisions.

You'll learn:

• Why impressions, clicks, and leads shouldn't be treated as the final measure of marketing success
• The three questions every marketing conversation should start with: traffic, tours, and leases
• How to identify whether you have a marketing problem or a leasing conversion problem
• Why "bad leads" may actually be a lead follow-up or handling issue
• How lead-to-tour and tour-to-lease conversion rates reveal where prospects are dropping off
• What separates a useful marketing report from a simple data dump
• How AI can improve reporting—and why it can't fix missing or inaccurate data

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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Google is still important—but it's no longer the only place renters are discovering apartment communities.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explore how the renter journey is evolving beyond traditional Google searches into a much broader digital ecosystem that includes AI, social media, Google Maps, reviews, ILSs, and property websites.

As search behavior becomes more fragmented, multifamily marketers need to rethink how they measure visibility and ensure their communities can be discovered wherever renters begin their search.

You'll learn:

• Why renters are relying less on traditional Google searches
• How AI, social media, Google Maps, reviews, and ILSs now shape the renter journey
• What "zero-click" searches mean for apartment marketing
• Why rankings alone no longer guarantee visibility
• How to build a strong multifamily digital ecosystem across every platform
• Simple searches every marketer should perform to evaluate their property's visibility
• Why consistency across your website, Google Business Profile, reviews, and ILS listings matters more than ever

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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What happens when a renter skips Google altogether and asks AI to find them an apartment?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills run a real-world experiment using ChatGPT to search for an apartment in Atlanta—without mentioning a single property by name.

The results reveal how AI is changing apartment discovery, why some communities are recommended while others are ignored, and what multifamily marketers need to do today to improve their visibility in the next generation of search.

You'll learn:

• What happens when renters use ChatGPT instead of Google to find an apartment
• Why AI recommends some communities—and completely overlooks others
• How reviews, neighborhood content, and third-party listings influence AI recommendations
• Why having a great website alone is no longer enough
• How conversational search is changing traditional SEO strategies
• Practical steps to improve your property's visibility across AI-powered search platforms
• A simple exercise every multifamily marketer should try this week

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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One year. Fifty-two episodes. Countless conversations about what's changing in multifamily marketing.

In this special anniversary episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills reflect on their first year of the show, sharing the biggest lessons they've learned, the topics that surprised them most, and how multifamily marketing has evolved over the past 12 months.

From AI and search to lead quality, reporting, and the future of marketing, this episode offers a candid look back—and an exciting look ahead.

You'll learn:

• The biggest marketing trends that shaped the past year
• Why the conversation shifted from more leads to better leads
• How AI evolved from a writing tool into a strategic marketing advantage
• The hosts' favorite episodes and biggest takeaways from the past year
• Which marketing investments remain the most underrated
• Why reporting, transparency, and outcomes are becoming more important than ever
• The advice Josh and Caroline wish they had before recording Episode One

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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Building next year's marketing budget isn't about copying last year's numbers—it's about preparing for how renters will search tomorrow.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how multifamily marketers should approach budgeting for 2027, from auditing current performance to investing in the channels that will matter most in the year ahead.

With AI reshaping search, short-form video influencing decisions, and renter expectations continuing to evolve, this episode provides a practical framework for creating a smarter, more strategic marketing budget.

You'll learn:

• Why every marketing budget should start with performance data—not dollar amounts
• How to audit vendors and eliminate tools that no longer provide value
• Where to invest more in 2027: SEO, AI visibility, websites, video, and reputation management
• Why AI search is changing how renters discover apartment communities
• How to build a budget around leasing goals and conversion metrics
• Which marketing expenses deserve extra scrutiny before increasing spend
• Why flexible budgets outperform static annual plans in today's market

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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What if you could catch marketing problems before they cost you leases—all in just 10 minutes a week?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills share a simple weekly marketing audit that every multifamily owner, marketer, and regional manager should be doing.

From your Google Business Profile and reviews to website functionality, Google Ads, social media, and lead quality, this episode walks through the eight key areas that can quickly uncover issues before they become expensive problems. Plus, you'll learn how AI can help automate much of the process.

You'll learn:

• The 8 key areas every property should review in a weekly marketing audit
• How to quickly evaluate your Google Business Profile, reviews, and website
• Why checking lead quality is more important than simply counting leads
• How to identify issues with Google Ads before performance drops
• Why listening to leasing calls can uncover hidden conversion problems
• How AI can speed up your weekly audit and identify opportunities faster
• Why small weekly improvements outperform large quarterly fixes

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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When leasing slows down, cutting your marketing budget might feel like the obvious move—but it could actually make the problem worse.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how apartment communities should approach marketing during a slow leasing season and where their budgets should actually go.

From protecting high-intent channels like Google Search to auditing your leasing funnel and reallocating underperforming spend, this episode explains how to stay visible, spend smarter, and compete when renters have more options.

You'll learn:

• Why cutting marketing during a slow leasing season can hurt visibility
• What to audit before throwing more money at lead generation
• The marketing channels and strategies you shouldn't cut
• How to reallocate underperforming marketing dollars more effectively
• Why competing only on price and concessions isn't a long-term strategy
• How marketing and operations must work together to improve leasing performance
• Three quick wins to strengthen your marketing this week

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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AI is everywhere—but how are multifamily operators actually using it?

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down the findings from Resident360's AI in Multifamily survey, exploring how owners, operators, and marketers are approaching AI today.

From leasing and marketing to reporting and resident communication, this episode separates the hype from reality and explains where AI is creating value, where human oversight is still essential, and how multifamily teams can start building a practical AI strategy.

You'll learn:

• What multifamily operators are actually asking about AI today
• Why most companies are still experimenting instead of following a formal AI strategy
• The biggest barriers to adoption: trust, accuracy, and limited time
• Where AI creates the most value—from reporting and analytics to marketing content and leasing workflows
• Which tasks should always include human review
• How AI is changing apartment search through GEO and AI-generated recommendations
• A simple framework for launching your first AI pilot safely and effectively

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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Renters aren't just looking for four walls and a floor plan—they're looking for a place that fits their lifestyle.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explain why apartment communities need to stop selling features and start selling the experience of living there.

From rethinking generic phrases like "luxury living redefined" to transforming amenities into lifestyle benefits, this episode breaks down how properties can create stronger emotional connections with prospects and stand out in competitive markets.

You'll learn:

• Why marketing only amenities makes your property blend in with competitors
• How to turn features into benefits that connect with renters emotionally
• Why lifestyle marketing works for Class A, B, and C communities
• How location, walkability, and nearby attractions can become powerful selling points
• The "four walls test" to see if your website messaging stands out
• How to balance lifestyle-focused copy with SEO strategy
• Why leasing teams should sell the experience—not just list amenities

To suggest a topic, get in touch!

For more multifamily marketing help, connect with us at Resident360.

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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!

For more multifamily marketing help, connect with us at Resident360.

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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!

For more multifamily marketing help, connect with us at Resident360.

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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!

For more multifamily marketing help, connect with us at Resident360.

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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!

For more multifamily marketing help, connect with us at Resident360.

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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!

For more multifamily marketing help, connect with us at Resident360.

Drop Us a Review If You Enjoyed the Episode!