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. 2d ago

    Apartment Marketing Advice We Secretly Can't Stand

    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 quick fixes and explains why strategy, conversion, and understanding the renter journey matter more than chasing trends. You'll learn: Why posting more on social media doesn't matter without a clear strategy Why "more leads" won't fix a broken leasing process How to choose the right platforms instead of trying to be everywhere Why a prettier website doesn't always mean a better-performing website What to analyze before lowering rent when occupancy drops How AI can support marketers—but why it won't replace strategy 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!

    9 min

  2. May 27

    One Month Free Rent Isn't a Marketing Strategy

    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 occupancy problems. From Disney fireworks packages and surf lessons to waived fees and move-in perks, this episode explores how creative, experience-driven concessions can outperform traditional "one month free" offers while protecting revenue and improving leasing velocity. You'll learn: Why concessions should solve a specific leasing problem—not become the strategy When specials actually make sense: lease-ups, competition, renovations, and seasonality Why throwing more discounts at operational problems rarely works The difference between generic concessions and high perceived-value offers Creative concession ideas that stand out beyond "one month free" Why consistency across websites, ads, ILSs, and onsite teams matters How to measure whether a concession is actually improving leasing performance 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!

    23 min

  3. May 20

    Are Apartment Websites Getting Worse?

    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 confusing navigation, this episode explains what renters actually care about—and why the best-performing websites are often the simplest. You'll learn: Why some apartment websites are hurting conversions despite looking "luxury" What renters actually want first: pricing, floor plans, availability, and specials Why the floor plans page is one of the most important pages on the site How slow websites increase Google Ads costs and hurt performance Why too many pop-ups and chatbots create friction instead of conversions The biggest conversion mistakes: hidden pricing, confusing navigation, and weak CTAs What the ideal apartment website experience should actually feel like 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

  4. May 13

    Ep 40: Organic vs. Paid Social - Where Multifamily Marketing Wins in 2026

    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 TikTok to retargeting ads and lease-up campaigns, this episode explains how social media fits into the bigger multifamily marketing picture—and why simply posting random content is not a strategy. You'll learn: The difference between organic social and paid social advertising Why organic social builds trust while paid social drives reach and conversions Which platforms matter most today: Instagram, Facebook, and TikTok Why Gen Z renters are starting their apartment searches on social media The biggest social media mistake: posting without strategy Why strong organic content improves paid campaign performance How lease-ups, promotions, and occupancy drops benefit from paid social 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

  5. May 6

    How to Build a Smarter Marketing Budget for Your Community

    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, this episode explains how to think strategically about where your dollars go—and how to know whether they're actually working. You'll learn: Why every budget should start with your leasing goals The key marketing categories every community should plan for Common budgeting mistakes, like overspending on underperforming channels How lease-up budgets differ from stabilized property budgets Why creative assets like photos and video must be included How to measure success using leads, tours, leases, and conversion rates Why smarter budgeting is about spending better, not always spending more 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

  6. Apr 29

    Google, AI & The Future of Apartment Reviews

    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. From timing and strategy to keywords and consistency, this episode gives a practical framework for turning everyday resident interactions into powerful marketing assets. You'll learn: Why reviews directly impact Google rankings, local SEO, and AI search visibility How AI platforms require higher rating thresholds than Google to rank Why consistent, fresh reviews matter more than one-time review pushes When to ask for reviews (tours, move-ins, renewals, maintenance, events) Why reviews from prospects, vendors, and partners still matter How keywords in reviews (like amenities) improve discoverability The biggest mistakes: over-asking, automating, or ignoring negative reviews 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!

    21 min

  7. Apr 22

    How to Use Geofencing in Apartment Marketing

    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 properties. From competitor targeting and employer locations to lifestyle destinations and retargeting, this episode explains how geofencing fits into the renter journey and how to make it part of a larger marketing strategy. You'll learn: What geofencing is and how it targets renters based on location and behavior Why geofencing is most effective for reaching prospects before they search The three main target categories: competitors, lifestyle locations, and employers Why choosing realistic competitors matters more than aspirational ones What kind of monthly budget geofencing campaigns typically require Why strong creative and landing pages are critical to campaign performance How to measure success through impressions, clicks, tours, and assisted conversions 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!

    16 min

  8. Apr 15

    Apartment Email Marketing - What Actually Works

    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 communities, this episode explains how email can support every stage of the funnel—not as a one-off blast, but as a real conversion strategy. You'll learn: Why email is still one of the most valuable owned marketing channels Where email fits across the leasing funnel: lead, tour, application, and resident stages Why speed matters—and how the first five minutes can impact conversion How to use personalization, drip campaigns, and clear CTAs the right way The difference between lease-up email strategy and stabilized lead nurturing Why resident retention and review requests are often the most overlooked email opportunity Quick wins to improve your email strategy 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!

    26 min
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About

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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