The multifamily landscape is shifting. Rising costs, increased competition, and evolving consumer expectations are forcing property managers to rethink their marketing strategies. To stay ahead, it's time to embrace AI and diversify your marketing efforts.  Recent study results from Rent. shows that more than one-third of multifamily owners and property management companies (PMCs) see intensifying competition for qualified leads, a 24% increase over this time last year. 

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Multifamily marketers will need to diversify their marketing strategies and embrace technology to accomplish operational goals effectively and efficiently.

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We surveyed multifamily professionals about how they are preparing for industry changes in 2025.  Below are the top six themes. Check out the full summary in The State of Multifamily Marketing in 2025 report.

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ILS is still the core channel but marketers are expanding.

Internet Listing Services (ILS) remain popular among multifamily marketers, with 88% reporting they’ve budgeted for this channel.  But expect to see tremendous growth in emerging channels like geo-fencing in display and more budgets shifting towards paid search and paid social as maximizing ROI and reaching more renters will be key to success in 2025. 

Find out what channels marketers are expanding into in 2025>

Move-in qualification is a concern for multifamily professionals — and also for renters.

There’s one concern in the industry that’s shared among teams and renters — qualifying for a place.  When asked what they’re concerned about going into 2025, 65% of multifamily professionals said finding renters who meet move-in qualifications was one of their biggest worries. On the other side of the rental equation, half of renters said they share the same concern and want more transparency on rental costs and fees to be able to truly understand the cost of renting and if they can afford it.

Marketers want more precise targeting for leads.

As properties feel the pressure to find qualified leads to keep their buildings filled and ensure they find the right renters, marketing teams are looking for new ways to find qualified renters by partnering with advertisers who can effectively target potential renters. Two-thirds of professionals believe that more precise collection of qualified leads would improve their operational efficiencies.

‍Learn how marketers' are improving ad targeting in 2025 >

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Market conditions are creating a pressure cooker.

Multifamily is facing a combination of increased supply, declining rents, and workforce issues. This mix of market conditions is prompting owners to get more involved in marketing decisions and putting more pressure on property management companies to produce results.

In an effort to improve efficiencies, multifamily professionals are exploring AI tools.

With the need to increase efficiency among teams and operations, many owners and operators are increasing their use of AI. While many multifamily professionals see the potential in AI to assist with communications and tour scheduling, they still don’t have full confidence in using the growing technology.

Find out where marketers are using AI in 2025 >

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In order to find the elusive renter, properties should diversify marketing strategies in 2025.

Spending marketing dollars efficiently will be a key goal in multifamily in 2025. This means marketers must avoid casting a wide net and instead seek advertising partners who can identify actively searching renters in your area with first-party data. Marketing dollars should also be distributed amongst a variety of channels, to ensure you reach renters where they are searching for their next home. 

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Getting prospects’ attention is only the first step. Getting them to schedule a tour requires compelling listings, a strong online presence, efficient communication, and convenient scheduling.  Anticipate renter questions and utilize AI to create a customized experience and easy tour scheduling. 

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AI might seem intimidating to some, but it is the secret weapon that will save your team time and help you put your best foot forward. You don’t need to reinvent the wheel, choose a partner that makes it easy to take advantage of AI.  Don’t get left behind with AI in 2025. 

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Inform your 2025 marketing strategy

Download The State of Multifamily Marketing in 2025 for in-depth insights, data-driven strategies, and information to help you stay ahead of the survey in 2025. 

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