Most property websites don't need a full redesign—they need a quick, strategic audit. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down a simple, repeatable 30-minute website audit every multifamily team should run to stop losing leads, fix hidden conversion killers, and improve the renter experience fast.

This isn't a "does it look pretty?" conversation. It's a nuts-and-bolts checklist that helps you validate what matters most: lead capture, tracking, accuracy, and usability.

You'll learn:

• Why a 30-minute website audit can prevent lost leads and wasted spend
• The 3 must-haves: call, schedule/contact, and view accurate pricing/availability
• How to test phone + form tracking (and confirm leads hit your CRM)
• The most common conversion killers: broken buttons, wrong info, dead links
• Why office hours, address pins, and social links need regular checks
• How outdated specials create confusion and hurt trust
• What to verify on floor plans + pricing (availability, layouts, waitlists)
• How to spot weak homepage messaging using the "billboard test"
• What to check on interactive maps (neighborhood + unit maps)
• Extra misses: fees, pet policy, e-brochures, thank-you pages, testimonials

To suggest a topic, get in touch!

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

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Build-to-Rent (BTR) communities are booming—but marketing them like apartments is a fast way to miss the mark. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down exactly how BTR marketing differs, where teams get it wrong, and how to position these communities to attract the right renters. From branding and messaging to SEO, websites, lease-ups, and onsite tours, this episode is a full playbook for marketing BTR the smart way.

You'll learn:

• Why BTR is not "apartments with garages"—and how that lazy mindset kills performance
• Where BTR actually sits between apartment living and homeownership (and why it changes buyer psychology)
• Who BTR renters really are—and the biggest misconceptions marketers keep getting wrong
• Why copying apartment websites is the #1 BTR mistake (and what to do instead)
• How BTR branding must shift from amenities to lifestyle—privacy, space, autonomy, neighborhood
• How BTR websites should sell homes, not units—floor plans, layouts, and storytelling first
• The SEO tightrope: when to use "homes," when to use "apartments," and how to bridge the gap without confusing Google—or humans
• Which channels actually work for BTR (Google Ads, SEO, Zillow, Apartments.com—and when each makes sense)

To suggest a topic, get in touch!

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

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A new year is the perfect time to reset bad habits—and double down on what actually drives leasing results. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills kick off 2026 with five practical, no-BS marketing resolutions every multifamily team should commit to this year. These aren't fluffy goals—they're habits that directly impact lead conversion, occupancy, and long-term performance.

You'll learn:

• Why responding to every lead within 10 minutes (during business hours) is less about perfection—and more about building the right habit
• How faster response times directly impact tour scheduling and conversions
• Why quarterly website audits are non-negotiable—and what to actually look for beyond "it looks fine"
• How broken buttons, outdated photos, thin content, and mobile issues quietly kill leads
• Why "set-it-and-forget-it marketing" is one of the biggest performance killers in multifamily
• How to actively manage ILS listings, paid media, and budgets instead of letting them drift
• Why reviews and reputation are core marketing—not an afterthought
• How renters really read reviews (newest first, lowest first, and pattern hunting)
• Why AI-powered summaries make reputation management more critical than ever
• How ongoing review habits beat last-minute review scrambles every time
• Why stronger collaboration between marketing and onsite teams fixes more problems than more ad spend
• How silos create lead-quality arguments—and how communication fixes them
• Simple habits like site check-ins, shared reviews, and short calls that build trust fast

Whether you're an onsite manager, regional, or corporate marketer, this episode gives you a clear, realistic roadmap to start 2026 stronger—and avoid repeating the same mistakes.

To suggest a topic, get in touch!

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

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Property takeovers are one of the most chaotic—and opportunity-packed—moments in multifamily. Handle them well, and you can reset performance, rebuild trust, and set the community up for long-term success. Handle them poorly… and you inherit every mess the last team left behind.

In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down the real-world takeover playbook: what to do before Day 1, how to survive the first 30 days, and how to turn a rocky transition into momentum and stability.

You'll learn:

• What a property takeover actually is—management change vs. ownership change
• The 200+ takeover lessons Caroline learned the hard way
• The biggest Day 1 mistakes teams make (and how to avoid them)
• Why running ads immediately is a trap—fix your digital curb appeal first
• How to communicate with current residents so takeover day doesn't become complaint day
• The essential passwords, logins, domains, PMS access, and ILS credentials you MUST secure before takeover
• What your pre-takeover marketing audit needs to include
• How to handle reviews—both old negative ones and opportunities for fresh positive ones
• Why Month 1 is about stability, Month 2 is about data, and Month 3 is about momentum
• How to refine spend after 30 days using real performance data
• The difference between operational problems and marketing problems (and why occupancy dips aren't always marketing's fault)
• How to empower onsite teams so they don't drown in a takeover transition

To suggest a topic, get in touch!

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

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Interactive sitemaps have officially moved from "nice-to-have" to "must-have"—especially for Class A and lease-up communities. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down what interactive sitemaps are, why they matter, when they're worth the investment, and how they elevate both the renter experience and your digital marketing performance.

You'll learn:

• What qualifies as an interactive sitemap and how it differs from static maps
• Why they've become standard for Class A, lease-ups, and high-amenity properties
• When Class B and C communities should also consider investing in one
• The psychology behind why interactive maps improve engagement, clarity, and conversion
• How renters use filters, zoom, floor selectors, and view indicators to make faster, more confident decisions
• Why accurate data, syncing, and upkeep matter just as much as the design itself
• The biggest mistakes properties make—especially outdated availability or mismatched floor plans
• How interactive sitemaps reduce onsite workload by answering renter questions upfront
• The growing role of AI-driven personalization (like "show me units with morning light")
• How these tools integrate with PMS/CRM systems, pricing transparency tools, and ILS platforms
• What the mobile experience should look like—and what often goes wrong
• Creative ways communities use sitemaps onsite (touchscreens, iPads, lobby displays)

If you want prospects spending more time on your website, self-qualifying faster, and converting with less friction, interactive sitemaps are one of the most powerful floor plan page upgrades you can make.

To suggest a topic, get in touch!

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

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If you work in multifamily, you've probably asked at least one of these questions—so we answered all of them. In this rapid-fire episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills tackle the industry's most common marketing challenges, from lead quality to PPC performance to staying full during slow seasons. No fluff—just fast, practical answers you can use immediately.

You'll learn:

• What it really means when you have high website traffic but low lead volume
• How to outrank competitors on Google—paid and organic
• Smart ways to build local awareness when no one knows you exist
• Why lead nurturing is now essential—not optional
• How geofencing and paid social boost visibility affordably
• What KPIs matter most when evaluating Google Ads performance
• How to use digital strategy to fight seasonal occupancy drops
• How to attract more qualified traffic, not just more clicks
• The first 90-day marketing roadmap for a new lease-up
• Why an omnichannel approach beats relying on a single marketing source
• The fastest digital tactics for driving more tour conversions
• How onsite sales readiness impacts marketing ROI more than people think

Whether you're a regional, onsite manager, marketer, owner, or vendor, this episode is packed with real-world answers to the questions everyone's asking—but rarely gets straight guidance on.

To suggest a topic, get in touch!

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

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Naming a new multifamily community isn't just a creative exercise—it's a high-stakes decision that affects branding, SEO, marketing, reputation, and long-term success. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills walk through the complete A–Z process of naming a property the right way. From market research to red flags to avoiding costly renames, this is the ultimate guide for developers, investors, and marketers.

You'll learn:

• Why naming matters more than people think—and how it impacts marketing, SEO, and long-term perception
• The biggest red flags to avoid (including the #1 mistake that leads to expensive rebrands)
• How to evaluate a name based on market fit, demographics, lifestyle, and location vibe
• Why copying nearby "University Apartments" or ultra-generic names will backfire
• How to strike the balance between unique and overly obscure
• The importance of checking competitors' names locally, regionally, and nationally
• How your name affects everything from domain availability to social handles
• Why you must consider: Can prospects spell it? Will it age well? Does it make sense in 10 years?
• How to use AI to assist with early research—but why you still need boots-on-the-ground insight
• When to use (or avoid) adding "Apartments," "Lofts," or "Townhomes" in the name
• How to run a focus group to avoid names with hidden baggage or local negative history
• Why creating quick wordmark mockups helps you eliminate names that are awkward, too long, or visually clunky

Whether you're naming a luxury high-rise, a student housing community, or a suburban lease-up, this episode gives you a proven framework to avoid mistakes, stand out in the market, and choose a name that strengthens your brand for years to come.

To suggest a topic, get in touch!

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

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Want to know exactly what drives your property's visibility on Google in 2026? The newest Local Search Ranking Factors Report is out—and it's packed with insights every multifamily marketer needs to know. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down the top findings from Whitespark's annual study and what they mean for your communities.

You'll learn:

• What the 2026 Local Search Ranking Factors Report reveals about Google's evolving algorithm
• Why your Google Business Profile (GBP) is still the #1 driver of local visibility
• How review recency and quality now outweigh total review count
• The growing importance of AI search visibility and how it's scored
• Why social signals are emerging as a new ranking factor (and what to do about it)
• Key updates around primary categories, on-page consistency, and backlinks
• The simple but overlooked GBP updates that directly impact rankings—like accurate hours and "open now" search visibility
• How to strengthen your local SEO with neighborhood pages, internal linking, and partnerships
• Caroline's quick-hit 3-step optimization plan any property can do this week

From local maps to AI-driven search, this episode gives you a clear playbook for staying ahead in 2026. Whether you manage one property or an entire portfolio, you'll walk away knowing exactly where to focus your SEO efforts for the biggest payoff.

Check out the 2026 study here.

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!