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

Portfolio marketing requires more than generating leads. In this recap of the Optimized podcast mini-series on portfolio management for marketers, industry leaders share insights on building the systems, structure, and strategy needed to support multifamily portfolios at scale while aligning marketing, leasing, and operations for stronger performance.