Apartment & Multifamily Marketing Agency

Current Market Conditions: Challenges and Pain Points

The multifamily industry is facing a dynamic and competitive landscape in 2025. Rising rental competition, changing renter preferences, and shifting consumer expectations have created challenges that require innovative marketing approaches. As traditional advertising is giving way to sophisticated digital strategies, property managers are conducting extensive online research before making decisions, and the competition for renter attention is fierce.

Some of the biggest challenges many property managers face today include:

High Vacancy Rates Impacting Revenue Potential

With increased inventory in many markets, potential renters are hesitant to commit to new lease agreements. Property managers need to proactively address these concerns through targeted messaging and strategic incentives.

Rising Customer Expectations for Digital Experiences and Online Presence

Prospective renters now expect a seamless online experience. Your virtual tours need to create immersive experiences optimized for convenience. If they lack engaging content, potential renters may move on to competitors with better digital experiences.

Increased Competition from New and Existing Properties

The rental market is providing strong competition, with homeowners reluctant to sell now entering the rental market. This makes it critical for multifamily properties to differentiate their offerings and highlight the advantages of new construction.

Marketing Budget Efficiency and ROI Challenges

Traditional advertising methods, such as print and billboard ads, often distribute returns in unpredictable ways. This makes it vital for apartment communities to invest in data-driven strategies that maximize ROI by reaching high-intent renters at the right time.

How to Use Digital Marketing and Advertising to Grow in These Market Conditions

High vacancy rates and affordability concerns aren’t going away anytime soon.

It’s on you and your team to generate as many qualified renter leads and leases as you can despite these challenges.

Fortunately, the massive variety of channels, mediums, and options in digital marketing give property managers the ability to adapt and even thrive in brutal environments like this one.

Effective Incentives That Actually Move Renters Off the Fence

In 2025, your marketing strategy must effectively address affordability concerns at every customer touchpoint:

Free Rent Periods: Partner with management to offer programs that make monthly payments more manageable in those crucial first years
Closing Cost Assistance: Reduce upfront expenses that are keeping potential residents from signing
Strategic Upgrades: Offer value-adds that increase perceived value without proportionally increasing your costs
Limited-Time Incentives: Create genuine scarcity with time-sensitive incentives that push hesitant renters to act
Transparent Pricing: Build stronger renter confidence by being upfront about costs—no surprises, no hidden fees

But offering these incentives is only half the battle. You need to get them in front of the right people at the right time.

Comprehensive Multifamily Marketing Solutions

Google Search Ads (PPC): Capturing Potential Renters Who Are Actively Looking to Lease

Your renters aren’t searching for generic “rental homes”—they’re searching for “luxury apartments in [Their City]” or “pet-friendly apartments in [Their Neighborhood].”

We help you capture these high-intent searches with:

City-specific ad campaigns that speak directly to local market conditions
Ad copy highlighting your specific amenities that address affordability concerns head-on
Landing pages optimized for prospects that include scheduled appointments

Social Media Marketing: Targeting Renters Before They Start Searching

While buyers tend to start their official search on Google, many prospective renters begin much earlier on social media.

We help you reach these renters with:

Precision targeting focused on bottom-funnel users with genuine purchase intent
Visual storytelling that showcases your communities and available units/homes
Retargeting campaigns for prospects who’ve already shown interest in your properties

homebuilder multichannel mobile device icon by freepik

Retargeting: Staying Top-of-Mind with Interested Prospects

In today’s extended sales cycle, staying connected with interested prospects is crucial:

Strategic ad sequencing that custom retails through each stage of consideration
Incentive-focused messaging that addresses specific objections holding renters back
Urgency-driven creative that helps convert “thinking about it” into “ready to tour”

SEO & Content Creation: The Low-Funnel Approach Most Properties Miss

Renters are looking for answers online before they even speak to a property manager. They’re running searches like:

“How to find an apartment with high credit score”
“Best luxury apartment amenities 2025”
“Rent-to-own apartment programs 2025”
“New homes for rent in [City]”
“Single family homes in [Commercial Area]”

But here’s the truth: most luxury multifamily properties are completely missing the mark with search engine optimization (SEO). They’re wasting time, money, and opportunities—major fails directly hurt their bottom line.

What Apartment Property Managers Get Wrong About SEO

We see these mistakes constantly, and they’re costing properties hundreds or thousands of leads:

No clear SEO strategy: Random blogging without a structured plan to reach high-value keywords
No focus on low-funnel pages: Optimizing corporate pages while neglecting the community and floor plan pages that actually drive leads
Random target keywords that nobody clicks through
Poorly optimized on-page elements: Missing title tags, headings, quality content, and generic “apartment” keywords
Outdated technical optimization: Google’s ranking factors have changed, and your website needs to keep up
Obsession with vanity metrics: Celebrating random traffic increases while lead counts remain flat or decline

What’s Really Hurting Your SEO Performance

The SEO problems go even deeper for many apartment marketing teams:

In-house SEO without expertise: Marketing teams tasked with SEO but lacking the specialized knowledge to execute effectively
Thinking “Google” equals SEO: Content creation without strategic keyword targeting or optimization
Working with agencies without accountability: Investing thousands monthly in SEO services with no clear reporting on lead generation impact
SEO siloed from overall digital strategy: Failing to integrate SEO with your PPC, social, and other marketing channels
Overreliance on AI content: Creating redundant, generic content that leads to excessive errors in Google results and poor user engagement

The OppGen Difference: Low-Funnel SEO and Content Marketing That Actually Generates Leads

We take a fundamentally different approach to multifamily SEO:

Low-funnel first strategy: We prioritize optimizing your community pages, location pages, and floor plan model pages over corporate content more likely to convert searchers into leads
Expert-level creative: We measure success by lead generation and lease conversion, not just site traffic
SEO focused on the renter journey: Our content addresses real renter concerns, objections, and questions at each stage of consideration
Lead-centric optimization: We structure our entire digital presence around content that makes it easier for searchers to convert into qualified leads
Sales team integration: We interview your sales team to understand the real questions renters ask, then create content that pre-answers these questions before the appointment

Our luxury multifamily clients see an average 37-55% increase in organic leads within the first 90 days—leads that actually convert to appointments and tours.

Channels to Avoid: Stop Wasting Budget on Low-Converting Tactics

Not all marketing channels deliver equal value for luxury properties. We recommend avoiding:

Expensive Listing Services: Some popular rental listing sites charge premium prices but deliver diminishing returns
Gate Pricing: Despite this hype, this tool often offers poor-quality leads at high daily costs
CPM Awareness Campaigns: Save your advertising ad budget unless you have very specific targeting capabilities

By focusing your budget on high-intent channels and avoiding the ROI tactics, you’ll see more qualified leads, more appointments, and ultimately, more leases.

How to Convert Web Visitors into Qualified Leads So You Can Lease More Units

Driving traffic to your website is just the beginning. Converting that traffic into qualified leads is what actually fills your vacant units.

The Conversion-Optimized Microsite Advantage

Instead of sending high-intent traffic to your general website, we build user-friendly microsites that:

Attract potential renters and focus exclusively on conversion
Provide exactly the information specific renter segments need to make decisions
Remove distractions that delay decision-making
Create clear, compelling paths to appointment scheduling

This approach transformed results for Kaufman Communities, delivering a 518% increase in lead volume and 75% reduction in cost per lead within a single quarter.

Essential Conversion Optimization Strategies

Whether using your main website or dedicated landing pages, these conversion principles are crucial:

homebuilder landing page icon by freepik

Streamline the User Experience with Strategic Web Design

Remove unnecessary navigation options that distract from your primary goal
Create clear pathways that guide visitors toward scheduling appointments
Optimize for mobile users, who make up an increasing percentage of future tenant researchers

Use Strong, Clear Calls to Action

Make your primary CTA stand out visually on every page
Use action-oriented language that tells visitors exactly what to do next
Test different CTA placements and wording to find what resonates with your audience

Implement Live Chat and Instant Response Options

Today’s renters expect immediate answers to their questions
Live chat provides the immediate engagement prospects need to stay on your site
AI powered chat can answer common questions 24/7, converting visitors even outside business hours

Leverage Retargeting to Re-engage Visitors

The average renter visits a property’s website 7-9 times before converting
Strategic retargeting keeps your communities top-of-mind as prospects consider their options
Sequential ad messaging addresses different objections throughout the consideration process

Post-Lead Experience: Beating the Multifamily Competition at Follow-Up and Engagement

Capturing leads is only the first step—what happens next determines whether those leads turn into booked appointments and, ultimately, lease signings.

Why Follow-Up is Critical in Multifamily Marketing Efforts

The home buying process is complex, and today’s renters are comparing more options than ever before:

They’re weighing your new luxury units against “less looked” rental homes
They’re comparing your incentives against competitors’ offerings
They’re debating renting versus buying in the current market

Without consistent, strategic follow-up, even highly interested leads can drift away to cheaper competition.

Outperforming the Competition with Superior Engagement

Most properties give up after 1-2 follow-up attempts. This creates a massive opportunity for those who implement:

Immediate response systems that reach and engage leads within minutes, not hours
Multi-channel follow-up using email, text messaging, and phone calls
Data-driven nurture sequences that educate renters about amenities and financing options
Personalized communication based on the specific conversation and home styles each has expressed interest in

Our studies consistently report that leads requiring 5+ touches before conversion have become some of their highest-value renter leads most competitors would have abandoned.

Case Study: Kaufman Development Marketing Campaign

Kaufman Development, a premier real estate development and leasing company located in central Ohio, came to OppGen facing challenges that might sound familiar.

They needed more leads, but not just any leads. They needed high quality leads that would actually convert to sales, all while keeping their cost per lead (CPL) under control.

Like many property managers, they had tried the “spray and pray” approach: broad targeting with heavy platform automation, hoping the algorithms would find their renters.

The result?

Their lead volume plummeted, their sales pipeline dried up, and their cost per lead skyrocketed.

The OppGen Approach That Changed Everything

Our digital marketing experts implemented two core strategies that completely transformed their results:

Precision Targeting & Audience Segmentation

Instead of casting a wide net, we created highly refined target audience segments focused on bottom-funnel keywords and users with genuine purchase intent.

Conversion-Optimized Microsites

We replaced generic landing pages with comprehensive microsites that provided the exact information their specific renter segments needed to make decisions.

Measurable Results

518% increase in lead volume within just one quarter
75% reduction in cost per lead
Dramatic improvement in lead quality and sales conversion

Read Case Study

Let's Find the Right Renters Together

The 2025 housing market isn’t for the faint of heart. But even in these challenging conditions, our multifamily marketing agency has proven that the right digital marketing strategy can transform results for luxury multifamily properties.

At OppGen, we’ve spent over a decade helping multifamily properties thrive in every market condition. We understand the unique challenges you face in 2025’s high-rent environment, and we’ve developed proven, tailored marketing plans to overcome them.

Our team of multifamily marketing experts can help you:

Generate higher-quality leads at lower costs
Convert more of those leads into booked appointments
Develop follow-up systems that outperform your competitors’
Create messaging that addresses today’s renter concerns head-on

It’s time to stop hoping for market conditions to improve and start taking control of your sales pipeline.

Schedule Your Free Strategy Development Call Now

Comprehensive Multifamily Apartment Marketing Agency