As the busiest time of year for the multifamily industry approaches, it's crucial to have a well-defined plan in place. This 12-week framework will help you stay organized, prioritize tasks, and maximize your leasing efforts. By investing time in preparation now, you can reduce stress and achieve your leasing goals.

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Long-term planning and foundation building

Week 1:

• Conduct a competitive digital audit: Analyze competitors' websites, social media, and online reputation.
  

• Schedule photo shoots: Capture high-quality images and video of your property and units. Some ILSs offer complimentary photoshoots with listing packages.
• Claim your Google My Business listing: Optimize your listing with accurate information, photos, and reviews.
• Assess and integrate: Identify existing tech stack integrations and determine if additional integrations are needed to optimize workflows.
  

Week 2:

• Freshen up your property: Make minor repairs and improvements to enhance curb appeal. Replace worn or tired signage, such as flutter flags.
• Solicit new reviews: Encourage residents to leave reviews on Google, Yelp, your property website, and listings.

• ‍Establish review response process: Make sure you have a process in place to respond to every review.
• Launch paid search campaigns:  Get started now, so you have time to test copy, targeting and bid optimization to be ready for prime time.

Week 3:

• Evaluate and refresh website content: Ensure photos are recent and information is up to date. Consider adding a chatbot to provide around the clock support to potential renters. 
• Set up automated tour scheduling: Automated scheduling streamlines the process, improves efficiency, and ensures tour scheduler availability is always up-to-date.

• Build a social content calendar: Plan content that will showcase the unique attributes of your community and neighborhood. Consider seasonality and tailor content to the interests of your target renter. 
  

Week 4:

• Refresh your apartment listings: Update descriptions, photos, and amenities to attract more leads.
• Align on deals or concessions: Finalize any special offers or incentives based on occupancy goals in advance of the heat of the season.
• Streamline lead follow up: Implement automated follow-up sequences to nurture leads.

• Review marketing mix: Analyze marketing performance and identify new channels and opportunities.

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Refining marketing and operations

Week 5:

• Identify where AI can drive efficiency: What tools and processes could be automated or optimized with AI? Talk to your peers to see how they’ve implemented AI. Ask your team where they need help. 
• Activate paid social: Boost awareness, traffic, and leads with paid social. You can start small, test, and optimize, ensuring you are ready for core leasing season.
  

Week 6:

• Launch geofencing: If you don’t utilize geo-fencing, now would be a great time to test into the channel, so you can reach potential renters within a 3-6 foot accuracy around the perimeter of an area.

• Schedule social media content: Build content in advance, before the whirlwind of leasing really starts. You can schedule in advance to be sure you don't miss an opportunity to engage with your community.

Week 7:

• Deploy digital display ads: Build awareness for your property and stand out from the competition with display.

• Monitor and optimize paid search campaigns: Adjust bids, keywords, and ad copy to maximize ROI.

Week 8:

• Analyze website traffic and user behavior: Identify areas for improvement and optimization.
• Plan community events: Organize engaging community events to boost property appeal.

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Final preparations & optimizations

Week 9:

• Conduct a final review of marketing materials and website: Ensure everything is accurate and up-to-date, including all landing pages for your various campaigns. 
• Train staff on new marketing initiatives and tools: Ensure everyone is prepared for peak leasing season.

Week 10:

• Test lead flows and follow-up: Ensure forms are working, automated emails are firing, and leads are being responded to in a timely fashion. 
• Stage units: Create inviting spaces that appeal to potential renters. 

Week 11:

• Monitor and optimize marketing performance: Track key metrics and adjust as needed.
• Refine automated lead nurture: Adjust follow-up emails and messages to increase conversions.

Week 12:

• Conduct a community walk through: Plant flowers, powerwash, ensure signage is visible, check lighting, and get your property ready to shine.  
• Take a deep breath: You are going to dominate peak leasing season!

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Unleash the power of the platform.

Rent. offers the most powerful marketing platform for reaching renters across search, social, chats, reviews, and more to help you dominate peak leasing season.

Power up at solutions.rent.com

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1 NMHC Grace-Hill 2024 Renter Preferences Survey
2 Rent. The State of Multifamily Marketing in 2025
3 Rent. Internal Data showing increase of scheduling a tour, submitting an app or signing a lease.
4 Rent. The State of Multifamily Marketing in 2025
5 Rent. The State of Multifamily Marketing in 2025
6 Rent. The State of Multifamily Marketing in 2025

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