The Multifamily Marketers Podcast

AI is changing how renters search for apartments—but can you actually see that impact in your marketing reports? In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explore how traffic from AI platforms like ChatGPT, Perplexity, and Gemini is beginning to show up in Google Analytics 4 (GA4)—giving multifamily marketers a new way to measure how AI is influenci...

Getting leads is one thing. Turning those leads into signed leases is another—and sometimes the difference comes down to what happens during a single conversation. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills take a deep dive into Resident360's Leasing Accelerator Blueprint, a hands-on training program designed to help leasing teams improve their conve...

Your property websites get plenty of attention—but what about the website behind the company managing those properties? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills explore why the corporate website is an often-overlooked part of the multifamily marketing ecosystem. Residents, owners, investors, vendors, prospective employees, and referral partners ar...

What happens when AI stops simply helping renters search for apartments—and starts doing the research, comparing, screening, and eventually taking action for them? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills explore the next evolution of AI-powered apartment search, sparked by a Google Gemini commercial Caroline saw during an NFL game showing AI bein...

Your pool, fitness center, and clubhouse aren't the only amenities you're selling. Sometimes, your best amenity is everything outside your front door. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down why the neighborhood should be a much bigger part of apartment marketing—and how properties can turn local restaurants, coffee shops, parks, emplo...

Your marketing dashboard might look impressive—but if you can't connect the numbers to tours and leases, are you really measuring performance? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down one of the biggest problems in multifamily reporting: stopping the measurement too early. Impressions, clicks, website traffic, and leads all matter, but...

Google is still important—but it's no longer the only place renters are discovering apartment communities. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills explore how the renter journey is evolving beyond traditional Google searches into a much broader digital ecosystem that includes AI, social media, Google Maps, reviews, ILSs, and property websites. As...

What happens when a renter skips Google altogether and asks AI to find them an apartment? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills run a real-world experiment using ChatGPT to search for an apartment in Atlanta—without mentioning a single property by name. The results reveal how AI is changing apartment discovery, why some communities are recommen...

One year. Fifty-two episodes. Countless conversations about what's changing in multifamily marketing. In this special anniversary episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills reflect on their first year of the show, sharing the biggest lessons they've learned, the topics that surprised them most, and how multifamily marketing has evolved over the past 12 mont...

Building next year's marketing budget isn't about copying last year's numbers—it's about preparing for how renters will search tomorrow. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how multifamily marketers should approach budgeting for 2027, from auditing current performance to investing in the channels that will matter most in the year a...

What if you could catch marketing problems before they cost you leases—all in just 10 minutes a week? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills share a simple weekly marketing audit that every multifamily owner, marketer, and regional manager should be doing. From your Google Business Profile and reviews to website functionality, Google Ads, social...

When leasing slows down, cutting your marketing budget might feel like the obvious move—but it could actually make the problem worse. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how apartment communities should approach marketing during a slow leasing season and where their budgets should actually go. From protecting high-intent channels l...

AI is everywhere—but how are multifamily operators actually using it? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down the findings from Resident360's AI in Multifamily survey, exploring how owners, operators, and marketers are approaching AI today. From leasing and marketing to reporting and resident communication, this episode separates the h...

Renters aren't just looking for four walls and a floor plan—they're looking for a place that fits their lifestyle. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills explain why apartment communities need to stop selling features and start selling the experience of living there. From rethinking generic phrases like "luxury living redefined" to transforming...

The renter journey has changed—and relying only on ILS platforms is no longer enough to win leases. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills discuss how renters actually search for apartments today and why communities need to think beyond traditional listing sites. From Google and social media to reviews, AI search, and Google Business Profiles, t...

Digital marketing gets most of the attention—but some of the best leasing opportunities still happen offline. In this episode of  The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down why outreach marketing is far from dead and how apartment communities can use local relationships to generate awareness, referrals, and leases. From employer partnerships and resident re...

More leads don't always mean more leases—and sometimes the real problem isn't lead volume, it's lead quality. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down one of the most common frustrations in apartment marketing: "the leads are bad." From analyzing conversion points to understanding the disconnect between marketing and leasing teams, this...

Not all apartment marketing advice is good advice—and some of the most common recommendations may actually be hurting your results. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down the marketing advice they hear all the time but secretly can't stand. From "just post more on social media" to "we need more leads," this episode challenges the quic...

One month free is not a marketing strategy—and in today's competitive multifamily market, generic concessions are no longer enough to stand out. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how apartment communities should think about specials, concessions, and promotional offers strategically instead of simply throwing discounts at occupan...

Apartment websites may look better than ever—but are they actually performing better for renters? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down why many apartment websites are becoming overly complicated, slower, and harder to use despite advances in technology and design. From hidden pricing and chatbot overload to slow load speeds and conf...

Should multifamily properties focus on organic social media, paid social advertising—or both? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down the real difference between organic and paid social strategies, where each one shines, and how they should work together to support leasing, retention, and long-term brand growth. From Instagram and TikT...

A strong marketing budget is not just a line item—it is a leasing strategy. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how communities should build smarter marketing budgets that support occupancy goals, improve lead quality, and reduce reactive spending. From paid search and SEO to creative assets, ILSs, email, and reputation management,...

Reviews are no longer just about reputation—they're now a critical ranking factor for Google, local SEO, and even AI-driven search. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how reviews impact visibility across Google and emerging AI platforms like ChatGPT, and why multifamily teams need to rethink how they ask for and manage reviews. Fr...

Geofencing is one of the most underused targeting tools in multifamily marketing—and when used correctly, it can put your property in front of renters before they ever start searching on Google. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down what geofencing is, how it works, and why it can be such an effective strategy for multifamily propert...

Email marketing has been around forever—but in multifamily, it is still massively underused. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down why email marketing still matters, where it fits in the leasing journey, and how properties can use it to turn more leads into tours, applications, renewals, and reviews. From lease-ups to stabilized comm...