The Multifamily Marketers Podcast

Josh Grillo, Caroline Mills
  • 5.0 (5)
  • Marketing
  • Updated Weekly

The Multifamily Marketing podcast for owners, operators, and marketers who want real results. Hosted by Resident360's Josh Grillo and Caroline Mills, this weekly show delivers actionable strategies to boost occupancy, improve retention, and grow your property brand. From social media to SEO, branding to paid ads—you'll learn what works (and what doesn't) in today's multifamily marketing landscape. Subscribe for weekly insights that drive leases and portfolio performance.

  1. 4d ago

    Is Your Corporate Website Helping - or Hurting - Your Leasing?

    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 are all researching your company—and what they find can influence whether they trust you enough to take the next step. From reputation and referrals to SEO, AI search, social proof, and brand credibility, Josh and Caroline break down what a strong corporate website should actually accomplish—and how to know when yours is ready for a redesign. Ep 58 - Transcript You'll learn: Why your corporate website matters to far more than owners and investors How a corporate website can build—or undermine—trust in your company and properties Why your website, Google reviews, reputation, and brand need to tell a consistent story The five things every corporate website should clearly communicate How corporate websites support referrals, SEO, and AI-powered search Why case studies, testimonials, core values, portfolio work, and social proof matter How to determine whether your corporate website needs a redesign To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!

  2. Sep 23

    Ep 57: Your Next Leasing Competitor Is the Renter's AI

    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 being used specifically for apartment hunting. From AI comparing total monthly costs and analyzing reviews to potentially communicating with leasing assistants and scheduling tours, Josh and Caroline discuss what happens when AI begins representing the renter, not just the property—and what multifamily marketers should be doing now to prepare. You'll learn: Why Google's mainstream advertising of AI-powered apartment hunting signals a major shift in renter behavior How renter-side AI could dramatically shorten the traditional apartment search funnel Why properties may be considered—and eliminated—without ever receiving a website visit or lead How websites need to serve both human renters and AI systems with clear, structured information Why pricing, fees, pet policies, parking, availability, and other property details need to be accurate and consistent everywhere How AI could make transparency and data accuracy a competitive advantage Five practical steps multifamily teams can take now to improve their AI discoverability To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!

  3. Sep 16

    Your Neighborhood Might Be Your Best Amenity

    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, employers, trails, and entertainment into compelling reasons to live there. From creating better neighborhood pages to staff favorites, resident recommendations, local partnerships, and social content, this episode is packed with practical ideas for selling the lifestyle surrounding your community. You'll learn: Why the neighborhood can be one of your property's strongest amenities What a great neighborhood page should include beyond a generic map How staff favorites and resident recommendations can make your content more authentic Ways to turn neighborhood content into social posts, videos, move-in guides, and more How local content can improve SEO and AI search visibility Creative ways to partner and cross-promote with nearby businesses Simple things your team can do this week to better market your neighborhood To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!

  4. Sep 2

    Your Dashboard Looks Great So Where Are The Leases?

    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 they only tell part of the story. From lead-to-tour and tour-to-lease conversion to leasing-team follow-up, reporting accountability, and AI-powered analysis, this episode explains how marketing and leasing teams can connect the entire renter journey and turn dashboards into actual business decisions. You'll learn: Why impressions, clicks, and leads shouldn't be treated as the final measure of marketing success The three questions every marketing conversation should start with: traffic, tours, and leases How to identify whether you have a marketing problem or a leasing conversion problem Why "bad leads" may actually be a lead follow-up or handling issue How lead-to-tour and tour-to-lease conversion rates reveal where prospects are dropping off What separates a useful marketing report from a simple data dump How AI can improve reporting—and why it can't fix missing or inaccurate data To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!

  5. Aug 26

    Your Apartment Is Being Googled Less — So How Are Renters Finding You?

    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 search behavior becomes more fragmented, multifamily marketers need to rethink how they measure visibility and ensure their communities can be discovered wherever renters begin their search. You'll learn: Why renters are relying less on traditional Google searches How AI, social media, Google Maps, reviews, and ILSs now shape the renter journey What "zero-click" searches mean for apartment marketing Why rankings alone no longer guarantee visibility How to build a strong multifamily digital ecosystem across every platform Simple searches every marketer should perform to evaluate their property's visibility Why consistency across your website, Google Business Profile, reviews, and ILS listings matters more than ever To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!

  6. Aug 19

    I Asked ChatGPT to Find Me an Apartment - Here's What Happened

    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 recommended while others are ignored, and what multifamily marketers need to do today to improve their visibility in the next generation of search. You'll learn: What happens when renters use ChatGPT instead of Google to find an apartment Why AI recommends some communities—and completely overlooks others How reviews, neighborhood content, and third-party listings influence AI recommendations Why having a great website alone is no longer enough How conversational search is changing traditional SEO strategies Practical steps to improve your property's visibility across AI-powered search platforms A simple exercise every multifamily marketer should try this week To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!

  7. Aug 12

    One Year Later – What 52 Episodes Taught Us About Multifamily Marketing

    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 months. From AI and search to lead quality, reporting, and the future of marketing, this episode offers a candid look back—and an exciting look ahead. You'll learn: The biggest marketing trends that shaped the past year Why the conversation shifted from more leads to better leads How AI evolved from a writing tool into a strategic marketing advantage The hosts' favorite episodes and biggest takeaways from the past year Which marketing investments remain the most underrated Why reporting, transparency, and outcomes are becoming more important than ever The advice Josh and Caroline wish they had before recording Episode One To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!

  8. Aug 5

    How to Plan Your 2027 Multifamily Marketing Spend

    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 ahead. With AI reshaping search, short-form video influencing decisions, and renter expectations continuing to evolve, this episode provides a practical framework for creating a smarter, more strategic marketing budget. You'll learn: Why every marketing budget should start with performance data—not dollar amounts How to audit vendors and eliminate tools that no longer provide value Where to invest more in 2027: SEO, AI visibility, websites, video, and reputation management Why AI search is changing how renters discover apartment communities How to build a budget around leasing goals and conversion metrics Which marketing expenses deserve extra scrutiny before increasing spend Why flexible budgets outperform static annual plans in today's market To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!

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The Multifamily Marketing podcast for owners, operators, and marketers who want real results. Hosted by Resident360's Josh Grillo and Caroline Mills, this weekly show delivers actionable strategies to boost occupancy, improve retention, and grow your property brand. From social media to SEO, branding to paid ads—you'll learn what works (and what doesn't) in today's multifamily marketing landscape. Subscribe for weekly insights that drive leases and portfolio performance.

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