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. 19H AGO

    Are Your Website Call-to-Actions Costing You Leases?

    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 or underutilize them. From "Join the VIP List" to "Schedule a Tour," this episode gives you a practical framework to make your website drive real action instead of just looking pretty. You'll learn: How CTAs should change between pre-leasing, lease-up, and stabilized communities Why pre-leasing sites should focus on pipeline building—not applications The #1 lease-up CTA that should live above the fold How too many buttons create friction and kill conversions Why consistent CTA language across pages matters The importance of adding CTAs directly on floor plan pages How 55+ communities should adjust CTAs for a more phone-first audience To suggest a topic, get in touch! 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!

    13 min

  2. FEB 25

    Visual Storytelling that Sells - How to Use Photos & Video to Drive More Leases

    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 your visuals work harder for you. If renters are scrolling past your listings, this conversation explains why—and what to fix first. You'll learn: Why renters scroll before they read—and how visuals "stop the scroll" The biggest photo mistakes (empty units, outdated images, zero lifestyle) A simple 3-part framework: Space, Lifestyle, Identity The 5 photos every property should prioritize When professional video is worth the investment—and when it's not How authentic, agent-led walkthrough videos can boost conversions Why strong visuals increase engagement, tour volume, and qualified leads To suggest a topic, get in touch! 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!

    25 min

  3. FEB 18

    Strategic Branding for Multifamily Properties

    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 positioning, this episode dives into how branding impacts leasing performance, resident experience, and long-term property success. If you're a developer launching a new asset or a marketing director repositioning a community, this one's for you. You'll learn: Why branding is more than a logo—it's the full resident experience What a strong brand package should include (visual identity + messaging) How mood boards help shape creative direction and long-term consistency Why knowing your audience is the foundation of effective branding How to differentiate in crowded markets without blending in When "playing it safe" hurts leasing performance Why branding should be built for the next 3–5 years, not just lease-up To suggest a topic, get in touch! 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!

    26 min

  4. FEB 11

    Ep 27: Takeover Mode - The Multifamily Marketer's Playbook for Seamless Property Transitions

    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 assets must be secured early (website, domains, listings, tracking) How to run a "marketing war room" to keep lead flow stable When a takeover requires a rebrand vs. refresh vs. optimization What absolutely must work on Day One (phones, forms, pricing, tours) How to stabilize marketing in the first 30 days after takeover Why the best transitions feel invisible to prospects To suggest a topic, get in touch! 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!

    18 min

  5. FEB 4

    ChatGPT Ads Are Coming - What Does Multifamily Need to Know?

    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 market, this episode cuts through the hype to explain what's real, what's still unknown, and how smart operators should approach this emerging channel. 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!

    14 min

  6. JAN 28

    What You Should Be Tracking on Property Websites

    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 your website to what your analytics are telling you about traffic, behavior, and conversions—so you can stop guessing and start improving performance. You'll learn: What GA4 is (and why it feels harder than old Analytics) The only 3 things most teams should track: sessions, key pages, conversions Why traffic alone is a trap (and what to focus on instead) The 5 actions that matter most: calls, forms, tours, applies, chat Why Schedule a Tour is the #1 conversion to optimize for A quick weekly GA4 check-in you can do in 10 minutes Where prospects drop off most (hint: floor plans + pricing) Which sources usually perform best: organic, GBP, paid search How to spot low-quality traffic and broken conversion paths 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!

    14 min

  7. JAN 21

    The 30-Minute Website Audit Every Multifamily Team Should Run

    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?" conversation. It's a nuts-and-bolts checklist that helps you validate what matters most: lead capture, tracking, accuracy, and usability. You'll learn: Why a 30-minute website audit can prevent lost leads and wasted spend The 3 must-haves: call, schedule/contact, and view accurate pricing/availability How to test phone + form tracking (and confirm leads hit your CRM) The most common conversion killers: broken buttons, wrong info, dead links Why office hours, address pins, and social links need regular checks How outdated specials create confusion and hurt trust What to verify on floor plans + pricing (availability, layouts, waitlists) How to spot weak homepage messaging using the "billboard test" What to check on interactive maps (neighborhood + unit maps) Extra misses: fees, pet policy, e-brochures, thank-you pages, testimonials 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!

    28 min

  8. JAN 14

    Ep 23: How to Market Build-to-Rent Communities (Without Treating Them Like Apartments)

    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, and onsite tours, this episode is a full playbook for marketing BTR the smart way. You'll learn: Why BTR is not "apartments with garages"—and how that lazy mindset kills performance Where BTR actually sits between apartment living and homeownership (and why it changes buyer psychology) Who BTR renters really are—and the biggest misconceptions marketers keep getting wrong Why copying apartment websites is the #1 BTR mistake (and what to do instead) How BTR branding must shift from amenities to lifestyle—privacy, space, autonomy, neighborhood How BTR websites should sell homes, not units—floor plans, layouts, and storytelling first The SEO tightrope: when to use "homes," when to use "apartments," and how to bridge the gap without confusing Google—or humans Which channels actually work for BTR (Google Ads, SEO, Zillow, Apartments.com—and when each makes sense) 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!

    31 min
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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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