ATLANTA--(BUSINESS WIRE)--Jan 16, 2025--
A diverse, powerful digital marketing mix is essential to leasing success in 2025, according to insights from “The State of Multifamily Marketing in 2025,” a new report by Rent. As the importance of obtaining qualified leads continues to increase, marketing teams seek more precise audience targeting and are increasingly interested in expanding their marketing channels to avenues like social media, paid search, geofencing, and digital display advertising.
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Marketers plan to increase spend on paid search and paid social channels. (Photo: Business Wire)
“As we look ahead to 2025, we’re seeing a shift in marketing strategies in multifamily. This evolution, coupled with increased owner involvement and the larger adoption of AI, signals a new era of data-driven, highly-targeted marketing in the industry,” says Rent. Chief Marketing Officer Kathy Neumann. “Forward-thinking teams realize that the current state of multifamily requires them to diversify their channel approach to remain competitive and secure valuable, qualified leads.”
Multifamily is seeing increased supply and falling rents in many regions. This has placed greater importance on prospects that meet rental qualifications, which has emerged as one of the biggest concerns for multifamily professionals this year due to the uncertainty in the economic landscape. The ability of renters to meet move-in qualifications is a primary worry among 65% of multifamily professionals. This mirrors a similar anxiety expressed among renters in a separate survey by Rent. in 2024, where half of prospects said they were worried about not qualifying and communities were not transparent enough with costs and fees.
While ILS remains the cornerstone of multifamily marketing, with 88% of teams utilizing it, marketers have access to a diverse range of channels to attract new renters. Beyond traditional ILS platforms, paid search and social media continue to be key drivers, with over 80% of those using these channels planning to maintain or increase their budgets in 2025.
The report also highlights the growing interest in emerging technologies. Geofencing and digital display advertising are gaining traction, with over 40% of marketers considering these channels for the first time in 2025.
According to 47% of multifamily professionals, owners are becoming more involved in marketing efforts as they seek improved results. Finding technology partners to provide more precise audience targeting would be “extremely helpful” with day-to-day business, according to 67% of marketing professionals, and help with meeting leasing goals. Support of professionals is important as the industry continues to face challenges in attracting top-tier talent.
To help improve their marketing and residential strategies, owners and operators are increasing the usage of AI in operations. Only about one-third of professionals say they are comfortable with using AI but the reluctance is not what it might seem. Most people understand the need for AI and the benefits it provides. However, many are simply challenged by where to start with AI, emphasizing the need for organizations to begin training and educational programs to help teams embrace the tech.
Other highlights of the extensive report include:
- Improving marketing efficiency and optimizing renter acquisition in complex markets.
- Ways marketing teams will be looking to get more value in their 2025 budgets.
- How AI is emerging as the top technology for resident acquisition and retention.
Download“The State of Multifamily Marketing in 2025”report now for free at Rent. This extensive study is full of valuable insights and information helpful to owners, property managers and marketers in 2025.
About Rent.
Rent. is a two-sided marketing platform that simplifies the entire renter experience by matching the right property with the right renter, at the right time. Rent. services the property side of the market with scaled marketing solutions such as search engine marketing, lead nurturing through chatbots and client automation tools, and reputation management through ratings and reviews as well as social media monitoring and marketing. This, paired with advanced search filtering and an optimized consumer app and site experience, enables Rent. to offer renters an ideal home-finding experience. Rent. exists to help people find the perfect place. Rent. is operated by Rent Group Inc., a subsidiary of Redfin Corporation.
View source version on businesswire.com:https://www.businesswire.com/news/home/20250116923017/en/
CONTACT: LinnellTaylor Marketing
Darcey Leach
Account Manager
303.682.5005
KEYWORD: GEORGIA UNITED STATES NORTH AMERICA
INDUSTRY KEYWORD: TECHNOLOGY CONSTRUCTION & PROPERTY MARKETING ADVERTISING COMMUNICATIONS INTERNET DIGITAL MARKETING SOCIAL MEDIA SEARCH ENGINE MARKETING RESIDENTIAL BUILDING & REAL ESTATE
SOURCE: Rent.
Copyright Business Wire 2025.
PUB: 01/16/2025 09:05 AM/DISC: 01/16/2025 09:06 AM
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