The Multifamily Marketers Podcast

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...

Social media is no longer just about branding—it is quickly becoming a real discovery and leasing channel for multifamily properties. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how renters are increasingly discovering communities through Instagram, TikTok, and short-form video before they ever search on Google. From authentic content and...

Google's new Ask Maps feature could change how prospects search for and evaluate apartments—and most multifamily teams are not ready for it yet. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down what Ask Maps is, how it works inside Google Maps, and why it matters for reviews, SEO, GEO, and overall property visibility. If renters can now ask Goo...

What actually matters from industry conferences—and what's just noise? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down the biggest takeaways from the 2026 Multifamily Strategic Marketing Summit in Napa . From AI trends and GEO strategies to real conversations with operators and vendors, this episode cuts through the fluff and highlights what m...

AI is reshaping search—but not in the way most marketers think. In this episode of  The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills are joined by SEO strategist Connor Wilson to break down what's actually changing with SEO, AI overviews, and GEO (Generative Engine Optimization). From zero-click searches to FAQ-driven content, this episode cuts through the noise and explain...

Fee transparency is quickly becoming one of the biggest shifts happening in multifamily marketing—and it's changing how properties present pricing online. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down what fee transparency actually means, why it's becoming more common across the industry, and how marketing teams should respond. From regulato...

Your website might look great—but if your call-to-action buttons are wrong, hidden, or confusing, they could be costing you leases. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how CTAs (call-to-actions) should change based on your property's phase—pre-leasing, lease-up, or stabilized—and why most multifamily websites either overcomplicate...

Photos and videos don't just showcase your property—they sell the lifestyle. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how visual storytelling directly impacts leasing performance. From empty room mistakes to lifestyle-driven photography and when to invest in professional video, this episode gives you a practical framework for making you...

Branding gets thrown around constantly in multifamily—but what does it actually mean? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills sit down with Resident360's Creative Director, Michael Hinde , to break down what strategic branding really involves—and why it's far more than just a logo. From visual identity and messaging to mood boards and market posi...

Property transitions can either set a community up for long-term success—or quietly derail leasing momentum. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills share the real-world playbook for managing asset transitions without losing leads, credibility, or occupancy. You'll learn: Why preparation and organization determine transition success What digital...

ChatGPT ads are coming—and they could reshape how renters discover apartment communities. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down what ChatGPT advertising is, how it works, and what it means for multifamily marketers preparing for the next evolution of digital leasing. With limited information available and plenty of speculation in the...

GA4 can feel overwhelming—but it doesn't have to be. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down Google Analytics 4 (GA4) in plain English and explain what multifamily teams should actually track on property websites. This episode is a practical follow-up to the "30-Minute Website Audit" episode, shifting the focus from what's broken on yo...

Most property websites don't need a full redesign—they need a quick, strategic audit. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down a simple, repeatable 30-minute website audit every multifamily team should run to stop losing leads, fix hidden conversion killers, and improve the renter experience fast. This isn't a "does it look pretty?" con...