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Diversifying Channels Takes Center Stage, Says Rent. Report


A diverse and powerful digital marketing mix is ​​essential for leasing success in 2025, according to insights from “The State of Multifamily Marketing in 2025,” a new report from Rent. As the importance of generating qualified leads continues to grow, marketing teams are looking for more precise audience targeting and are increasingly interested in expanding their marketing channels into avenues such as social media, paid search, geofencing and digital display advertising.

“Progressive teams recognize that the current state of multifamily requires them to diversify their channel approach to remain competitive and secure valuable, qualified leads.”

“As we look ahead to 2025, we see a shift in multifamily marketing strategies. These developments, coupled with increased owner engagement and greater adoption of AI, signal a new era of data-driven and highly targeted marketing in the industry,” says Rent. Chief Marketing Officer Kathy Neumann. “Progressive teams recognize that the current state of multifamily requires them to diversify their channel approach to remain competitive and secure valuable, qualified leads.”

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Multifamily is seeing increased supply and declining rents in many regions. This has put more emphasis on prospects who meet rental qualifications, which has emerged as one of the biggest challenges for multifamily professionals this year due to the uncertainty in the economic environment. Tenants’ ability to meet move-in qualifications is a primary concern among 65% of multifamily professionals. This echoes similar anxiety expressed among renters in a separate survey by Rent. in 2024, when half of applicants said they were worried they wouldn’t qualify and communities weren’t transparent enough about costs and fees.

While ILS remains the cornerstone of multifamily marketing, with 88% of teams using it, marketers have access to a diverse array of channels to attract new tenants. In addition to traditional ILS platforms, paid search and social media continue to be key drivers, with more than 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 in popularity, with more than 40% of marketers considering these channels for the first time in 2025.

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According to 47% of multifamily professionals, owners are increasingly involved in marketing efforts because they are looking for better results. Finding technology partners that provide more precise audience targeting would “extremely help” their day-to-day business and help meet leasing goals, according to 67% of marketing professionals. Supporting professionals is important as the industry continues to face challenges in attracting top talent.

Owners and operators are increasing the use of AI in operations to help improve their marketing and residential strategies. Only about one-third of professionals say they are comfortable using AI, but the reluctance is not as great as it might seem. Most people understand the need for AI and the benefits it provides. But many simply face the challenge of where to start with AI, stressing the need for organizations to initiate training and education programs to help teams embrace the technology.

Other highlights of the extensive report include:

  • Improving marketing effectiveness and optimizing tenant acquisition in complex markets.
  • Ways marketing teams will strive to get more value from their budgets in 2025.
  • How AI is emerging as a cutting-edge technology for resident acquisition and retention.

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