Peak season is always a whirlwind, and 2025 is likely to be the same. Competition is fierce (and getting fiercer), and renters have more options than ever before. So, how do you make your property stand out from the crowd and secure those valuable leases?

The answer lies in a diversified marketing mix. While ILSs (Internet Listing Services) like RentMarketplace. will always be the foundation – 88% of you agree it's your biggest budget spend -  but the  "one-size-fits-all" approach limits your ability to reach potential renters. 

Want to set your property apart from the competition? Your secret weapon this leasing season is to add a mix of digital marketing channels to draw potential renters to your property.  Each channel has its own superpower, so picking the right channel based on your biggest opportunities is key to finding the right mix.  Let’s explore some tried and true channels to supercharge your strategy this leasing season. 

Paid search: Get found, faster

It may not be a good idea to google yourself, but you should google your property.  While paid search isn't exactly a new kid on the block, it is growing in importance with multifamily marketers.  A whopping 87% of marketers plan to maintain or increase their paid search budgets.  If you are not running a paid search campaign for your property, you are missing out on traffic and potential renters.  Paid search is a great way to capture in-market renters who are actively searching for their next place.  Budgets can be flexible based on bid targets and keywords covered.  The best part about it, the traffic can be funneled directly to your own property website where you can show off the best parts of your community.  These programs tend to be focused more on the bottom of the funnel and optimized for conversion tactics. Paid search is a great way to ensure your property shows up when renters are searching and allows you to control the brand experience, from search copy to landing experience.

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Paid Social: It’s where the renters are

A solid organic social program is a great way to engage your community and show off what makes your property special.  However, with organic social, your reach is limited.  That’s where paid social comes in.  You can reach a large number of potential residents in your market.  For this reason, paid social is a popular digital channel with 80% of multifamily marketers maintaining or increasing their paid social spend this year. The channel is a great way to leverage all your best digital assets and present your property in a scroll-stopping way.  The secret to the channel is to target effectively without blowing your budget by casting too wide of a net.  

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Reviews: The unsung hero

We all know happy residents make for fantastic marketing, but did you know 86% of renters use reviews to kick off their apartment search, and 82% consider them before making a final decision? That's some serious influence. Cultivating a positive online reputation through resident reviews is a must.  Be sure you are actively soliciting reviews from your residents throughout the year so that you have fresh reviews year-round.

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Geofencing & digital display: The white space awaits

Really want to stand out? Here's your chance:  Display and Geofencing. Less than a quarter of marketers are currently using geofencing and digital display advertising, but around 40% are considering them. That means there's a massive opportunity to differentiate yourself.

Let’s break it down:

Geofencing allows you to target potential renters with laser precision by sending targeted ads to their mobile devices when they enter a specific geographic area, like near your property or competitor complexes. Think of it as a digital billboard, but way more targeted.

Digital display advertising lets you place eye-catching ads on websites, apps, and social media feeds that your ideal renter frequents. It's a fantastic way to boost brand awareness and drive traffic to your leasing page.

Both of these channels are great ways to boost awareness of your property to drive interest and consideration.  Think of these channels as the spark that drives interest and will often lead a potential renter to look to learn more information on your property.  This could be through an online search or by checking out your social or maybe even reviews.  So it’s important you understand the potential journey and ensure that all the touchpoints align and reinforce the same message and great experience.  

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AI: The future is now (But don't panic)

While only 35% of marketers are confident using AI right now, its role in multifamily marketing is undeniable. From automating tasks to generating personalized marketing messages, AI can free up your time and resources for other crucial areas. Don't be intimidated by the tech jargon – think of AI as a powerful tool that helps you work smarter. Just ensure your AI partners offer FHA-compliant solutions. 

Diversify your marketing in 2025

So, there you have it – the future of multifamily marketing is here, and it's time to embrace the change! Let's ditch the old playbook and unleash our creativity. Explore the exciting world of geofencing and digital display, harness the power of paid search and social media, and don't be shy about leveraging the magic of AI. With a diversified marketing strategy in your arsenal, you'll not only survive peak season, but you'll conquer it with style. Now go forth, my fellow marketers, and let's make 2025 the most successful year yet!

Unleash the power of the platform.

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

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