Does Your Multifamily Marketing Suck? Let's Talk About It.

And let's be honest. Many of you have marketing stuck in 2019- and you don't even realize it.

Maybe your marketing budget was slashed by some power-crazed VP or spreadsheet-lovin' asset manager and you're doing more with less. Maybe you're sticking with the same strategies because they seem to be "still working"—your units are leasing, occupancy looks decent on paper, and nobody's complaining loud enough to incite change. Or maybe you've got a system that's been chugging along for years, and frankly, you've got bigger fires to put out than redesigning your website or rethinking your social media strategy.

Here's the uncomfortable truth: "working" and "working well" are two very different things. Your units might be leasing, but are you leaving money on the table? Are you attracting residents who stay, or are you cycling through people every 12 months because your marketing promised one thing and reality delivered another?

Your marketing isn't just competing for attention—it's competing for credibility. While you're posting stock photos and regurgitating "luxury amenities" copy, actual renters are researching your maintenance teams in reviews, googling your management company's reputation, and asking the real questions about what it's like to live there. Strong marketing fundamentals like honesty, clarity, and consistency separate properties that thrive from those that struggle with turnover.

Word of mouth marketing isn’t dead. It’s just online now. Let’s look at what’s killing your strategy and how to resurrect it.

The Virtual Tour Revolution Is Here

COVID permanently rewired renter behavior. Zillow's 2025 data: in 2018, 16% of renters did five or more in-person tours. By 2024? A measly 9%. Nearly 20% of people now sign leases without ever stepping foot in the apartment.

Meanwhile, 20% say video tours are essential and 25% demand 3D virtual tours. But half of you are still posting six grainy iPhone photos.

People are making $2,000+ monthly decisions based purely on your digital experience. If your virtual tour game is weak, they'll eliminate you before you even know you were in the running.

Your Stock Photos Are Fooling Absolutely Nobody

Can we have an intervention about those laughably fake stock photos in our branding? The ones where everyone has blindingly white teeth and they're having existential joy over salad?

According to business.com, those generic images make your company look "dated and out of touch." When you’re apartment hunting in Cleveland and the "neighborhood lifestyle" photo looks more like the Manhattan skyline, potential residents psychologically disconnect and think you're either lazy or running a scam.

Stock photos solve zero problems for your prospects—they're just expensive digital wallpaper. People already know they need a 2-bedroom before they start searching. So when your photo gallery is a chaotic mix of random rooms, they literally cannot tell if those interior shots are from the studio or the 3-bedroom penthouse.

Your solution? User-generated content (UGC).

Encourage Current Residents To:

• Share photos of their actual living spaces

• Post about their real experiences (good maintenance response, community events, etc.)

• Review the property honestly on Google/Yelp

• Create content about the neighborhood from a resident's perspective- have a resident take-over day on your socials!

• Use branded hashtags when posting about community life

Why UGC Works for Multifamily:

• It's authentic (real people, real experiences)

• It's trusted more than polished marketing content

• It answers questions prospects actually have

• It shows how people really live in the space

• It builds community and social proof

Here's the thing though—your residents aren't going to magically start creating content for you just because you asked nicely. You'll have to give them a reason and make it stupid simple. Try offering small incentives like $25 credits for posting photos, or enter them into monthly drawings for gift cards. Host "apartment styling" contests where residents compete for prizes by showing off their space. Create photo prompts like "Show us your favorite corner" or "What makes this feel like home?"

The key is meeting people where they are. Most of your residents are already taking photos of their apartments—they're just sharing them in private group chats or on their personal social media. Your job is to encourage them to tag your property or use your hashtag when they do. And don't overthink it—a resident's slightly blurry iPhone photo of their actual living room setup is worth ten times more than that stock photo of a model eating salad with supernatural enthusiasm.

Let your residents show prospects what real life looks like in your building — the neighbors who actually say hello, and the parking spot that's always available. That's the kind of honest marketing that builds trust and fills units, because at the end of the day, people don't just rent apartments—they rent communities.

Your Amenities Are Copy-Paste Mediocrity

"Lease now and get 4-6 weeks off your rent!"

Oh, how original. Here's a drinking game: pull up five apartment websites in your area. Take a shot every time you see the same amenities list or rent specials.

Instead of "Lease Now," Try These:

• "Save $200/month vs. new construction"

• "Walk to coffee in 2 minutes"

• "Keys in 48 hours"

• "Rated 4.8/5 by residents"

See the difference? These alternatives address what renters actually care about: value, reliability, convenience, and real experiences from actual people. 

If that’s not enough, here are some other “standard” necessities you can spotlight in your marketing:

• In-unit washer and dryer (76% won't even consider a place without it)

• Internet that doesn't make them throw their laptop out the window (86% say critical)

• Actual workspace that isn't their unmade bed (interest jumped from 35% to 48%)

The brutal truth? Your granite countertops are table stakes now, not selling points. What sets you apart is whether someone can get their broken garbage disposal fixed on a Saturday.

The Neighborhood Marketing Disappointment

"Close to restaurants and nightlife!"

Shows map with everything over a mile away.

When you say "close," potential tenants assume you mean walkable. Buildium's research revealed that neighborhood characteristics can be just as important as your apartment features, with safety being the number one concern. Yes, you can highlight local bars and entertainment, but even those employees care about where they go home in the morning.

People want basics: Can I walk to coffee safely? Is there an accessible grocery store? Will I feel safe walking my dog at 10 PM? Your marketing should answer these questions, not wax poetic about that Instagram-worthy brunch spot requiring a 20-minute drive and a small personal loan.

The Bland Building Advantage

Pre-war buildings practically rent themselves—those soaring ceilings, original hardwood floors, and decorative fireplaces create instant Instagram moments that have renters pulling out their checkbooks before they've even seen the kitchen. Property managers with these architectural gems can charge premium rents because people will pay extra for character and charm, even if it means dealing with quirky plumbing and sky-high utility bills.

Instead of competing on 12-foot ceilings and floor-to-crown molding built-ins you don't have, lean into what you do have: solid construction, lower utility bills, and honest value. Market these as the "smart money" choice for renters who want reliable housing without paying premium prices for Instagram-worthy exposed brick. Your building might not be sexy, but it's the Honda Civic of apartments—dependable, affordable, and built to last. And there's a market for that!

This Is Where Your Generic Marketing Ends

Renters aren’t shopping for copy-paste “luxury living.” They want proof: that you’ll fix what’s broken, that your community feels like home, and that your multifamily marketing reflects reality.

Generic marketing wastes ad dollars and erodes trust. In 2025, trust is your biggest leasing currency. Using strong marketing fundamentals—honesty, clarity, and proof—wins more leases than flashy buzzwords ever could.

The good news? Standing out isn’t complicated. It’s about ditching the stale playbook and highlighting what makes your property different: the neighborhood people want, the service that keeps them renewing, and residents already telling your story better than you can.

That’s where we come in. At Kudzu Marketing, we help multifamily operators cut through the noise with strategies renters believe—and act on. No more wasted spend. No more generic messaging. Just real marketing that fills units with the right people.

Ready to stop blending in and start standing out? Let’s talk.