Marketing Foundations & Myths That Steer You Wrong

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 funnel. Derek makes the case for tracking show rate, application rate, move-ins, and net move-ins, and for treating retention as part of marketing. Before spending more, find out where the funnel is actually breaking down.

Invest in What You Own

Your website, SEO, and Google Business Profile are storefronts that keep working. Rented traffic stops the moment you stop paying. ILSs still have a place, but strong owned assets beat chasing the latest fad, and they continue to feed AI-driven search and discovery.

Buying AI Isn’t the Same as Implementing It

Technology only works when the process changes with it. That means mapping the prospect journey, deciding where humans belong, training teams, and building feedback loops with on-site staff after launch. No launch-and-leave.

Listen to the full episode with Derek Miller for a practical look at funnel data, owned marketing assets, AI implementation, and why great marketing is about testing, learning, and getting a little better every time.

🎧 Hear the full conversation between Janet and Derek on YouTube, Spotify and Apple Podcasts.

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