Top 2025 Trends Shaping the Future of Multifamily Marketing

The multifamily industry is evolving faster than ever, with innovative marketing strategies at the forefront of this transformation. From integrating AI to adopting hybrid leasing models, multifamily marketers face increasing pressure to adapt and modernize. The key to staying ahead in 2025 will be embracing new trends that drive engagement, improve attribution, and enhance the renter experience.

1. Bridging the Gap with Better Attribution

One of the biggest challenges multifamily marketers face is connecting marketing metrics to leasing results. Traditional first- and last-touch marketing attribution models fail to account for the complexity of the renter’s journey, often underrepresenting the impact of awareness channels. As the customer journey becomes more complex and heavily influenced by social media and video, unified attribution models are becoming essential to capture a complete picture of how different channels contribute to leasing outcomes. 

Analysis from McKinsey found that better marketing return on investment tracking can help companies optimize and see greater returns from at least 15-20% of their marketing spend, which on an international scale has the potential to free up to $200 billion globally each year for reinvestment or bottom-line returns. 

2. Holistic Marketing: Connecting Your Tech Stack

Disconnected martech leads to fragmented campaigns, making marketing management more overwhelming for marketers. Multifamily marketers are increasingly adopting solutions that integrate CRM data, campaigns, lead generation efforts, and analytics to streamline workflows and ensure operational efficiency. 

• For example, automating the entry of website leads into the CRM allows for immediate follow-up and nurturing, reducing the risk of lost prospects. 
• Similarly, connecting advertising platforms with property management systems ensures that critical data—such as floorplan availability, pricing, and promotions—is automatically shared, allowing for dynamic ad optimizations. 

By unifying these systems, multifamily marketers can reduce manual processes, provide a seamless renter experience, and gain actionable insights that directly impact leasing performance.

3. AI & Automation in the Customer Journey

Marketing AI isn’t just for ad targeting anymore—it’s transforming the way marketers engage leads throughout the customer journey. From AI chatbots for lead qualification to predictive leasing models that forecast lease potential based on spending patterns, advancements in AI are saving time and boosting efficiency in many areas of the marketing industry. 

Automated social media drafting allows marketers to generate customized posts highlighting unit availability, amenities, or community events in seconds. This can save hours of manual work while ensuring consistent branding. Similarly, generative AI tools can quickly produce variations of ad copy or email templates, allowing for A/B testing to identify the most effective messaging. We’ve experienced a 30-40% reduction in the time it takes to write ad copy while still experiencing an “excellent” ad ranking with careful use of AI.

4. Hybrid Leasing Models: Meeting Demand for Flexibility

Renters today expect a seamless blend of online and offline experiences, from virtual tours and online applications to in-person visits. A study of 30,000 renters conducted by Apartments.com in 2024 revealed interesting findings about the current demand for a variety of apartment-hunting experiences. 

• Renters still prefer in-person tours the most, with 92% of respondents stating they would be interested in a traditional in-person guided tour. 
• However, a large segment expressed an interest in guiding their own tour experience, with 90% of renters claiming to be interested in a self-guided tour and nearly two-thirds wanting to tour virtually on their own. 
• 58% were interested in a guided virtual tour, such as a video call. 
• 37% of renters indicated that they were likely to rent sight unseen. 

These findings underscore the importance of continuing to offer flexible touring options to accommodate diverse renter preferences. 

5. Hyper-Personalization for Higher Engagement

Today’s renters expect tailored experiences. Hyper-personalization—driven by renter preferences, past behaviors, and demographic data—is helping multifamily marketers create offers and communications that resonate. 

We’ve found incorporating more personalization in ad delivery yields higher engagement. Campaigns leveraging Google’s AI and machine learning to mix and match headlines and descriptions based on each user improved click-through rates by 5-6% on average.

Additionally, utilizing AI-driven chatbots to provide customized responses to inquiries can enhance the renter experience, making interactions more relevant and efficient.

6. Data Privacy and Consent-Driven Marketing

Data privacy regulations like CCPA and GDPR are pushing marketers to adopt consent-driven practices, creating a fundamental shift in how companies approach data collection and marketing strategies. These regulations require greater transparency, giving consumers control over how their personal information is used. 

Companies are increasingly focusing on first-party data collection as a sustainable alternative to relying on third-party cookies, which are being phased out by major browsers. This approach involves gathering data directly from prospects and residents through website interactions, lead applications, surveys, and CRM systems. By doing so, marketers ensure compliance with privacy laws while building trust with their audiences.

7. Brand Building on Social to Augment Search

For Gen Z renters, social media platforms like Instagram and TikTok are essential tools for discovering products and services, including apartments. A 2024 report by Sprout Social found that 91% of Gen Z social media users are on Instagram and 86% are on TikTok, making these platforms the most popular among this demographic. 

40% of Gen Z have discovered new products on social media in the past three months, with 41% stating it’s their preferred channel for product discovery. Additionally, Millennials, Gen Z, and Gen X prefer short-form videos when it comes to finding new products on social media (HubSpot).

To effectively reach this audience, multifamily marketers should focus on creating engaging short-form video content that showcases property features, amenities, and resident experiences. Utilizing popular social media platforms for brand campaigns can significantly enhance visibility. Check out this example of a lease-up in NYC that generated over two hundred leads in three months when they adopted a short-form video-focused advertising strategy. By integrating social media strategies with traditional search efforts, marketers can create a comprehensive approach that aligns with modern consumer preferences.

Why These Trends Matter

Embracing these trends isn’t optional—it’s essential for staying competitive in 2025. Multifamily marketers who invest in attribution models, integrate their tech stacks, and leverage AI and personalization will gain a clear edge. The future of multifamily marketing is about creating seamless, flexible, and privacy-conscious experiences that resonate with modern renters. Are you ready to make the shift?

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