The Multifamily Marketers Podcast

Build-to-Rent (BTR) communities are booming—but marketing them like apartments is a fast way to miss the mark. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down exactly how BTR marketing differs, where teams get it wrong, and how to position these communities to attract the right renters. From branding and messaging to SEO, websites, lease-ups,...

A new year is the perfect time to reset bad habits—and double down on what actually drives leasing results. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills kick off 2026 with five practical, no-BS marketing resolutions every multifamily team should commit to this year. These aren't fluffy goals—they're habits that directly impact lead conversion, occupan...

Property takeovers are one of the most chaotic—and opportunity-packed—moments in multifamily. Handle them well, and you can reset performance, rebuild trust, and set the community up for long-term success. Handle them poorly… and you inherit every mess the last team left behind. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down the real-world ta...

Interactive sitemaps have officially moved from "nice-to-have" to "must-have"—especially for Class A and lease-up communities. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down what interactive sitemaps are, why they matter, when they're worth the investment, and how they elevate both the renter experience and your digital marketing performance....

If you work in multifamily, you've probably asked at least one of these questions—so we answered all of them. In this rapid-fire episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills tackle the industry's most common marketing challenges, from lead quality to PPC performance to staying full during slow seasons. No fluff—just fast, practical answers you can use immedia...

Naming a new multifamily community isn't just a creative exercise—it's a high-stakes decision that affects branding, SEO, marketing, reputation, and long-term success. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills walk through the complete A–Z process of naming a property the right way. From market research to red flags to avoiding costly renames, this...

Want to know exactly what drives your property's visibility on Google in 2026? The newest Local Search Ranking Factors Report is out—and it's packed with insights every multifamily marketer needs to know. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down the top findings from Whitespark's annual study and what they mean for your communities. You...

Marketing and operations should be a powerhouse duo—but too often, they're out of sync. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills unpack why these two departments clash, how miscommunication costs properties time and money, and what it takes to get them aligned for better results. You'll learn: Why marketing and operations often operate in silos—an...

AI leasing assistants are popping up everywhere—but are they actually helping properties close more leases, or is this just the latest industry buzzword? In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills explore the rise of AI leasing tools, what they do well, where they fall short, and how to use them strategically without losing the human touch that stil...

Renewals aren't just about keeping residents—they're about protecting your bottom line. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills dive into the connection between renewal timing, marketing spend, and overall property performance. You'll learn how to plan, balance, and forecast renewals to avoid costly surprises during slow leasing seasons. You'll l...

If SEO is the engine driving your property's visibility, offsite links and citations are the fuel that keeps it running. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills wrap up their SEO Mini-Series by breaking down the often-overlooked world of backlinks, citations, and offsite authority—and why they're essential for your property website's rankings. Yo...

AI is changing how search works—and how your property website gets found. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills are joined by SEO expert Lizzy Munter to break down Generative Engine Optimization (GEO) —the next evolution of SEO—and how multifamily companies can prepare for AI-powered search results. You'll learn: What GEO (Generative Engine Opt...

SEO might feel technical—but it doesn't have to be overwhelming. In this kickoff to our SEO Mini-Series on The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down SEO 101 : the simple, high-impact steps you can take to boost your property website's visibility and rankings. You'll learn: What On-Page SEO really means (and why it's the easiest place to start) The "Big 3"...

Your property's website starts with one of the smallest—but most critical—decisions you'll make: the domain name. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down everything you need to know about choosing, managing, and protecting your domains so your marketing never skips a beat. You'll learn: The best places to register your domains (and why...

Your property website's homepage might grab attention—but it's the floor plan page that closes the deal. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills dive into why floor plans are your ultimate conversion tool and how to design pages that actually drive leases. You'll learn: Why the floor plan page is the true conversion driver on your site The pros a...

Resident events aren't just feel-good extras—they're one of the most underrated (and overlooked) marketing tools in multifamily. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills unpack how resident events can drive retention, word-of-mouth referrals, and even new leases—all while building stronger community connections. You'll learn: The five key benefits...

Google is changing the review game—and AI is leading the charge . In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down how Google's new AI-generated review summaries are reshaping the way prospects see your community—and what that means for your reputation strategy. You'll learn: What Google's AI review summaries are and how they work Why consisten...

Outranking your competitors on Google starts with one of the most overlooked assets in multifamily marketing: your Google Business Listing. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills break down exactly what matters most on your listing—and what's just noise—so you know where to focus for real impact. You'll learn: The 3 A+ ranking factors that make...

Nurturing leads is where good marketing turns into signed leases—but it's often the most overlooked step in the leasing process. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills share how to transform inquiries into real move-ins through smart follow-up and authentic connection. You'll learn: Why 50 well-nurtured leads outperform 400 ignored ones How to b...

The first 90 days of a lease-up can make or break your momentum—and your occupancy. In this episode of The Multifamily Marketers Podcast , hosts Josh Grillo and Caroline Mills walk you through the three essential marketing moves every new development needs to hit the ground running. You'll learn: When to launch your website (and what must be on it) How to set up Google Ads, retargeting, and lead t...

If your apartment community's social media feels like a random mix of posts—or worse, one long sales pitch—this episode is for you. We're breaking down the 60/30/10 Rule , a proven content strategy that helps multifamily marketers engage residents, build trust, and lease faster. You'll learn: What the 60/30/10 content mix actually is (and why it works) Why 60% of your posts should focus on communi...

In this episode of The Multifamily Marketers Podcast , we dive deep into the world of Online Reputation Management (ORM) and its growing impact on leasing performance. From Google reviews to ORA® scores, we explore how today's renters make decisions based on perception—and how a strong online presence can win leases even against better-priced competitors. You'll learn: What ORM really means in mul...

Is your property's first impression losing leases before prospects even click? In this episode, Josh Grillo and Caroline Mills break down the concept of digital curb appeal—what it is, why it matters, and how to instantly improve yours. You'll learn: The 5 core elements of digital curb appeal (and where most communities go wrong) How poor photos and outdated listings are costing you leads A simple...

Welcome to The Multifamily Marketers Podcast! In this intro episode, Josh Grillo shares what the show is about, who it's for, and what to expect. From branding to digital strategy, get quick, actionable insights every Wednesday to help you lease faster and market smarter. To suggest a topic, get in touch! For more multifamily marketing help, connect with us at  Resident360. Drop Us a Review If You...