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Building your 2027 multifamily marketing budget? See what to add, cut, and protect, from AI search content to reputation management to leasing enablement.

Marketing has a reputation for being creative, flashy, and sometimes a little complicated. But underneath it all, there’s a lot of math, science, and solid fundamentals. In this episode of Optimized!, Janet Rosseth sits down with Derek Miller of Sterling Group to dig into the multifamily marketing foundations that still matter, and a few common myths that can send teams in the wrong direction. “We Need More Leads” Isn’t the Whole Story Lead volume is only one piece of the fun

Fee transparency isn't a niche compliance headache anymore. It's changing how multifamily teams build trust, qualify leads, and close faster. In this episode of Optimized!, Janet Rosseth sits down with Jocelyn Quall, VP of Marketing at Engrain, to talk about why the old "hide it and hope it goes away" fee playbook is done, and what smart teams are doing instead. Jocelyn brings nearly 20 years of real estate and proptech experience, from Archstone and senior housing to buildin

Concessions can quietly cost more than they save. Get a preview of what's driving the concessions race in multifamily and grab the full playbook to fix it.

Multifamily marketing burnout is a structural problem, not a personal one. Here's what's really driving it in 2026, and how to build a sustainable pace.

Too many tools, too little data, and a funnel that leaks revenue at every step. For a lot of multifamily marketing teams, that's just Tuesday. In this episode of Optimized!, Janet Rosseth sits down with Jennifer Jacox of StuartCo. and Andy Medley of PERQ for a live case study on what it really takes to break a marketing stack apart and rebuild it into something smarter and more measurable. Start by Taking It Apart StuartCo. didn't just add another tool. They stepped back, loo

A multifamily vendor marketing strategy built on clarity over jargon, not just closing deals. Learn how to earn operator trust from prospect to advocate.

Neglected follow-up and clunky handoffs quietly cost multifamily teams leases. See how a STRIDE Assessment finds the friction and fixes the flow.

Marketing and operations don't have to work in separate lanes. When the right technology and data connect the two, teams can make faster decisions, improve efficiency, and create a stronger leasing experience. In this episode of Optimized!, Janet Rosseth sits down with Stephanie Sellstrom, VP of Client Operations at PERQ, to explore how property management technology is evolving—and what that means for multifamily marketing and operations. Turn Data Into Better Decisions Data

99% of multifamily marketers are implementing AI. Here's what's actually working, what's overhyped, and how to tell the difference before you sign a vendor contract.

The problem wasn't effort. Marketing was running. Leasing teams were busy. Campaigns were live. But when occupancy shifted, different parts of the organization responded in silo rather than in sync and that gap was costing them. Reporting was vague, decisions weren’t backed by data or expertise, and nobody was assessing the full holistic marketing ecosystem to drive leasing performance. Leadership wanted clarity, consistency, and a system that could adapt without chaos, and w

On April 22, multifamily marketers, operators, and industry partners gathered at Pinstripes in Edina for Cadence Connect, an event focused on the conversations shaping multifamily right now.

In a recent Test Run session with RentDigital inside Cadence’s Run Club Online Community, we explored how today’s non-linear renter journey is reshaping multifamily marketing and why connected media strategies are becoming essential for leasing success.

A marketing budget is only as effective as the strategy behind it. In multifamily, knowing where to invest, what to protect, and when to adapt can make the difference between simply spending and actually driving performance. In this episode, Janet Rosseth sits down with Gunnar Blakeway-Wallen to discuss building smarter marketing strategies, strengthening vendor relationships, and creating a marketing engine that delivers results. Build the Right Foundation Gunnar shares his

The multifamily industry moves fast, and recent Google Business Profile (GBP) updates might feel like a new wave of operational chaos. With several familiar features quietly shifting or disappearing, it is easy to feel like you are constantly playing catch-up. But rather than reacting to the noise, these updates are an opportunity to optimize your digital foundation and build sustainable marketing strength from the inside out.

When multifamily marketing budgets tighten, the answer isn't always to cut. It's to get smarter about where every dollar is working—and what performance levers need to be protected. In this episode of Optimized!, Katie Nelson of Lustra Multifamily Consulting shares a practical approach to building intentional, flexible marketing budgets while keeping leasing performance at the center. Spend With Purpose A strong marketing budget starts with a clear understanding of what the p

Fraud prevention isn't just about catching bad actors—it's about making better business decisions. In this episode of the Multifamily Media Network Podcast, Janet Rosseth sits down with Jess Tierney of VeriFast to discuss how modern screening tools are giving operators more than a simple approval or denial. They're delivering data that helps teams reduce fraud, attract stronger applicants, and make smarter decisions across marketing and operations. One of the biggest takeaway

Resident experience is no longer something operators can simply "feel" is working—it has to be measured. In this episode of the Multifamily Media Network podcast, Anne Baum of Town Properties shares how data, KPIs, and resident feedback can help multifamily teams make better decisions that improve both the resident experience and property performance. From mapping the resident journey to using focus groups, satisfaction surveys, and operational metrics, Anne explains how smal

In multifamily, resident experience is often treated as a collection of amenities, events, or technology. But the most successful operators understand something deeper: exceptional resident experiences are built through intentional systems, empowered teams, and a culture that values people at every touchpoint. In a recent episode of the Multifamily Media Network podcast, Lisa Moore of GoldOller shares how the company has built a resident-first and employee-first culture that

Meta Description Discover how Gallery Residential's Artist in Residence program is creating stronger resident connections, enhancing community culture, and redefining resident experience in multifamily housing. Listen to the full conversation with Melania Armenta and Janet Rosseth.