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.

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Marketing and operations should be a powerhouse duo—but too often, they're out of sync. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills unpack why these two departments clash, how miscommunication costs properties time and money, and what it takes to get them aligned for better results.

You'll learn:

• Why marketing and operations often operate in silos—and how to fix it
• The truth about lead quality vs. lead quantity (and why "more" isn't always better)
• How to determine your team's true lead capacity before increasing spend
• The importance of feedback loops between marketing and onsite teams
• Why timing and communication between teams can make or break performance
• Real examples of how misaligned campaigns waste budget and frustrate leasing teams
• Practical tips to bridge the gap between departments for smoother collaboration
• How to run quarterly marketing reviews to stay proactive instead of reactive
• The benefits of training onsite teams on marketing basics and lead tracking
• What happens when everything clicks—teams working in sync, leads converting, and occupancy goals met

Whether you manage marketing, operations, or both, this episode gives you a candid look at how to unify your strategy, eliminate frustration, and create a consistent flow of high-quality leads that convert.

To suggest a topic, get in touch!

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

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AI leasing assistants are popping up everywhere—but are they actually helping properties close more leases, or is this just the latest industry buzzword? In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explore the rise of AI leasing tools, what they do well, where they fall short, and how to use them strategically without losing the human touch that still drives conversions.

You'll learn:

• What truly separates AI leasing assistants from basic chatbots
• How AI can handle inquiries, schedule tours, and nurture leads 24/7
• Why speed-to-lead is where AI delivers its biggest win
• The pitfalls of over-automation—and how to avoid frustrating prospects
• How to blend human connection + automation for better leasing performance
• Where AI leasing tools make the most sense (and where they don't)
• How to customize your AI agent with names, tone, and personality for stronger brand consistency
• Why some onsite teams love AI—and others push back
• The data you should track when testing AI tools across your portfolio
• The final verdict: Is AI leasing help or hype?

Whether you're curious about AI, already testing it, or deciding how to integrate it into your marketing strategy, this episode gives you the clarity to make informed decisions and avoid costly mistakes.

To suggest a topic, get in touch!

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

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Renewals aren't just about keeping residents—they're about protecting your bottom line. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills dive into the connection between renewal timing, marketing spend, and overall property performance. You'll learn how to plan, balance, and forecast renewals to avoid costly surprises during slow leasing seasons.

You'll learn:

• Why timing renewals strategically can make or break your occupancy rates

• How to prevent a flood of move-outs during the winter slow season

• The operational and financial headaches caused by too many renewals at once

• Smart tactics for rebalancing lease expirations with flexible term options

• How to align marketing budgets with renewal cycles for better forecasting

• The communication gap between onsite teams and marketing vendors—and how to fix it

• What to do when you inherit poor renewal timing (and can't change it)

• Low-cost strategies to maintain momentum during off-peak leasing months

• How to keep teams proactive, not reactive—with simple tools like resident surveys

• Caroline's golden rule: "Live one quarter ahead. If you're in the quarter, you're already too late."

Whether you're managing a new lease-up or stabilizing an existing community, this episode gives you a blueprint for controlling renewals, optimizing spend, and maintaining steady occupancy year-round.

To suggest a topic, get in touch!

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

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If SEO is the engine driving your property's visibility, offsite links and citations are the fuel that keeps it running. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills wrap up their SEO Mini-Series by breaking down the often-overlooked world of backlinks, citations, and offsite authority—and why they're essential for your property website's rankings.

You'll learn:

• What backlinks really are (and why one quality link can outperform 100 mediocre ones)

• The key difference between backlinks and citations—and why both matter

• How to audit and fix your NAP (name, address, phone) consistency across platforms

• Real examples of how a single backlink can skyrocket visibility overnight

• Where to find credible backlink opportunities—from local media to Chamber of Commerce sites

• Creative ways to build links through local partnerships, sponsorships, and events

• Smart blog strategies that attract organic backlinks and engagement

• Why accurate citations across Google, Bing, Apple Maps, Yelp, and Apartments.com are crucial

• The ultimate quick-win checklist for strengthening your property's SEO foundation

Whether you're launching a new development or rebranding a stabilized community, this episode gives you a clear roadmap to boost authority, build credibility, and climb higher in search results—one quality link at a time.

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 search works—and how your property website gets found. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills are joined by SEO expert Lizzy Munter to break down Generative Engine Optimization (GEO)—the next evolution of SEO—and how multifamily companies can prepare for AI-powered search results.

You'll learn:

• What GEO (Generative Engine Optimization) actually means

• How AI Overviews and conversational search are reshaping Google results

• The key differences between SEO and GEO—and why you need both

• How to write content that shows up in AI-generated summaries

• The new importance of FAQ pages and how to structure them

• How to use conversational tone and Q&A content across your site

• Why structured data (schema) and page summaries (TL;DRs) help AI understand your site

• The role of blogs and interlinking in building GEO authority

• Real-world examples of how AI pulls from your website content—and how to make sure it's yours

Whether you're just learning SEO or ready to future-proof your properties for AI search, this episode gives you a clear, actionable roadmap to start optimizing for the next wave of multifamily visibility.

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!