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.

Drop Us a Review If You Enjoyed the Episode!