New multifamily trends: Apartment marketing ideas to try next

If you missed marketing summer school — our latest virtual event — this article is for you! We’re sharing must-know insights from Esther Bonardi and Izzy Carunungan.

Esther and Izzy covered a lot, from the latest multifamily trends to exclusive data. But their main focus was unveiling three new apartment marketing ideas to try next.

Keep reading to see how unit-specific media, neighborhood marketing and flexible listings can help you reach more renters.

Idea #1: Publish unit-specific media

Apartment marketers know the importance of high-quality media. But what type of media actually engages and converts renters?

According to case study data from 10,000+ renters, unit-level media has the biggest impact:

• 73% of renters said interior apartment photos are most influential
• 83% said virtual tours of floor plans are important or very important

Another study of over 5,000 renters tells a similar story, with 49% saying photos and videos of specific units would enhance their rental experience the most.

Ok, that data tells us what renters say is important, but do their actions match? Does unit-level media really drive more conversions?

The answer is yes! LCP Media data says unit-level virtual tours drive 40% more leads and 72% more leases. A separate case study shows that virtual tours even help reduce vacancies and improve rent revenue.

So there you have it. Today’s renters expect unit-level media, and that media drives conversions. Don’t miss the opportunity to get more leads and leases by publishing photos, videos and virtual tours of your individual floor plans.  

Bonus tip from Izzy: LCP Media’s virtual tours can be embedded in marketing emails (to reach even more renters). Each virtual tour also comes with a short-form video, perfect for sharing across your website, listings and social media.   

Idea #2: Create neighborhood marketing

Most prospective renters know which neighborhoods they’re targeting, and their online searches reflect that. That’s why neighborhood marketing (also known as location-based marketing) is a winning strategy.

Neighborhood marketing includes many tactics, one being the creation of dedicated webpages that host local information. As Esther puts it, these webpages give search engines a ton of neighborhood-focused content, helping you rank higher for those location-based searches.

In short … neighborhood pages are a great way to improve your SEO and reach more renters.

Here’s what your pages might include:   

• Written overview of the neighborhood
• Photos and videos of community life
• Neighborhood-specific blog posts
• An interactive map of your properties
• Detailed FAQs about the area
• Clear calls to action, like booking a tour

Another bonus tip: Try referencing the neighborhood’s Walk Score®, nearby transportation and local attractions somewhere on the page.

If you’re not sure how to get started, consider working with an agency team. The right experts can create a neighborhood page that checks every box. (A page that looks good, functions well, and is optimized for traditional and generative search engines.)

Idea #3: Try flexible advertising

Did you know ILSs get traffic beyond the traditional leasing season? That’s right, thanks to a year’s worth of data, we’ve proven that renters start researching and engaging long before they move.

This tells us how important year-round marketing is, especially ILS advertising. But how can you justify advertising spend during months when your availability is low?  

That’s where flexible listings come in. It’s a new model on RentCafe.com where you pay one flat monthly rate, then your placement adjusts based on your availability. That means low-cost, year-round exposure to reach renters throughout their journey.

Think of it as smart marketing that adapts with you (and is easy to budget for). During peak leasing season, your listing gets the visibility it needs to compete. When your availability is limited during slower months, your placement is scaled accordingly. No more overpaying for unused exposure or pausing campaigns altogether.

Learn more about flexible listings here.

Let’s chat

Have questions about these apartment marketing ideas? Don’t hesitate to reach out. Our agency team gives free consultations to help you figure out your next move. We’re happy to tell you more about unit-specific media, neighborhood marketing, flexible listings and more.

Big thanks to Esther and Izzy for sharing their insights. Until next time … happy marketing!