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The leasing journey is not what it used to be, and in multifamily, digital marketing is the new key to meeting prospects where they are — online. But it’s a process that begins long before a prospect ever steps foot on your property or even reaches out to schedule a tour.
With smartphones, social media, and apartment search platforms at their fingertips, today’s renters are researching, comparing, and forming opinions about properties entirely online. However, they are not just looking for square footage and amenities; those days are long gone. They’re looking for a property experience that aligns with their values, needs, and expectations.
But as you embark on your digital marketing journey, it’s essential to remember that the digital leasing journey is not a straight line. It’s a series of micro-moments — a TikTok clip showing off your pool, a Google review from a satisfied resident, a virtual tour that plays smoothly on mobile, or a friendly video message from your leasing agent.
These small digital interactions add up to a powerful first impression. For multifamily marketers, the challenge — and the opportunity — lies in owning and optimizing these moments to attract and convert today’s digitally savvy renter.
Jump to a Section
- How Virtual Apartment Tours and Social Proof Drive Leasing Decisions
- The Shift to Experience-First Multifamily Marketing
- The Importance of Seamless, Online Engagement
- Multifamily Digital Marketing: Tools That Drive Results
How Virtual Apartment Tours and Social Proof Drive Leasing Decisions
The rise of virtual leasing tools has forever changed how renters shop for apartments. And as Gen Z, generally considered those born between 1997 and 2012, becomes an increasingly large majority among rental groups, adapting to the preferences of these digital natives is necessary.
In fact, research shared in a recent Multi-Housing News report shows that “68 percent of Gen Zers in 12 markets surveyed say they’ve used an AI tool in the past month.”
As such, many prospective residents now expect to find and evaluate their next home without ever leaving their couch.
Whether they’re relocating across the country or just browsing during a lunch break, digital-first renters prioritize convenience and speed — and virtual solutions provide both. A recent Zillow report affirms these trends, as well, showing that “one-fifth of recent renters didn’t take an in-person tour in 2023, and the typical recent renter took only one — narrowing their options online before committing to tours.”
Due to this shift in consumer behavior, virtual leasing and video tools have emerged as game-changers in this space. Realync allows leasing teams to create authentic, mobile-friendly video content — from one-on-one live video tours to pre-recorded walk-throughs and amenity showcases. This creates a sense of transparency and accessibility that static photos simply can’t replicate.
Video also builds trust, allowing prospects to see the actual unit they’re interested in and ask real-time questions, even if they’re miles away. Southern Land Company, a privately held, full-service real estate development company, has seen firsthand the positive impact of video tools. By empowering their property teams with easy-to-use and implement virtual solutions, they have been able to build meaningful connections with prospective renters before they ever step foot onsite.
💡Learn more about Southern Land’s video leasing success:
“How Southern Land Company Turned Virtual Tours Into Signed Leases.”
But it’s not just about seeing the space; renters want validation. Social proof — the psychological phenomenon that “operates on the fundamental human instinct to mimic the actions of others, especially in uncertain situations” — is just as important. Leslie Poston, media psychologist and marketing executive, emphasizes in “Decoding Social Proof In Consumer Psychology,” that “It’s an age-old survival mechanism repurposed for the digital landscape, where every like, share, comment and review is a subtle nudge toward the ‘right’ choice.”
For multifamily marketers, this includes your Google reviews, apartment ratings, resident testimonials, social media comments, and influencer-style videos, all of which underscore and heighten the impact of your online reputation.
When done right, your online content can turn residents into advocates and prospects into believers. It creates a digital ecosystem of trust — one that can be your strongest competitive edge in a crowded market.
The Shift to Experience-First Multifamily Marketing
For years, traditional multifamily marketing focused heavily on property features — granite countertops, gym access, updated appliances, to name a few. While those features still matter, consumer preferences have evolved, and they are no longer the differentiators they once were.
In fact, the days of marketing apartment communities based solely on square footage, amenities lists, and location are far behind us. Today’s renters are making decisions based not just on what a property has, but on answering the question, “How will it feel to live here?”
This marks a major shift in strategy for multifamily digital marketing. The transition from property-first to experience-first marketing requires a new way of thinking. From showcasing features to curating events, marketers now must focus on storytelling, personalization, and emotional connection.
In this experience-first era, lifestyle, values, and a sense of belonging have become key drivers of decision-making. Prospects want to know:
- Will this place support my remote work lifestyle?
- Is the community pet-friendly and walkable?
- Does it reflect the welcoming community and culture I care about?
To provide prospective residents with the “inside” look they crave, that might mean showcasing how residents use your coworking space, how your community hosts monthly socials, or how your location makes commuting and coffee runs effortless.
👀 Shifting demographics, lifestyle trends, and technological advancements are redefining what today’s renters value most. Watch this on-demand webinar: “The Future of Resident Amenities: Meeting Rising Expectations.”
Properties that reflect these values in their digital presence are winning attention and conversions. That’s why multifamily digital marketing strategies now need to be rooted in storytelling — not just promotion. Because it all boils down to this: Renters want to envision their daily life in a community before they even step foot onsite, and they’re turning to digital platforms to do it.
As a result, savvy multifamily marketers are meeting prospects where they are using short-form video and authentic storytelling; both have become essential tools for building emotional connections. Instead of polished, impersonal ads, renters respond more strongly to video tours led by actual leasing agents, genuine stories from current residents, or quick clips showing daily life at the community.
These formats are not only preferred by social media algorithms but also by prospects. When done well, they can humanize a brand, convey culture, and spark a sense of trust — all before a lead ever clicks “schedule a tour.”
In a competitive landscape, the communities that stand out are those that help renters “feel” something. Through thoughtful multifamily digital marketing that focuses on experience — not just exposure — marketers can create compelling reasons for prospects to say yes to your property, long before they ever visit in person.
The Importance of Seamless, Online Engagement
Of course, none of this works without a seamless, consistent, and user-friendly digital experience. Renters don’t want to put in a lot of effort to find what they need. If your listings are inconsistent across platforms, if reviews go unaddressed, or if your website doesn’t function well on mobile — your prospects will move on quickly.
This means that multifamily digital marketing isn’t just about getting seen — it’s about creating a frictionless experience that turns interest into action. Renters, especially Gen Z and younger Millennials, expect a fast, intuitive leasing journey that mirrors the ease of the consumer platforms they use daily.
If the process of finding and leasing an apartment feels outdated, slow, or inconsistent, they won’t hesitate to move on to a property that makes it easier.
Consistency across platforms is foundational. Your listings must be accurate, visually appealing, and up-to-date, whether a prospect finds you through your website, Google, Apartments.com, or social media.
Any disconnect — such as outdated photos, missing pricing, or conflicting availability — erodes trust and interrupts the renter journey. Multifamily digital marketing strategies must prioritize maintaining synchronized, optimized listings everywhere prospects are searching.
But it’s not just about visibility — it’s about speed. Today’s renters expect to move quickly from browsing to touring to leasing, often without setting foot on the property.
Rob Dinwiddie, executive vice president for marketing and management services at Landmark Properties, shared with Multi-Housing News that “Gen Z has grown up entirely immersed in the digital world. To compete for their business, it’s imperative to offer seamless online experiences across the entire renter journey, from discovery and application to lease signing and resident engagement.”
So “seamlessness” means more than just fast response times; it means your digital user experience — from mobile functionality to tour scheduling to application workflows — must be intuitive and responsive.
Properties that delay follow-up, have glitchy sites, or lack virtual options are likely losing leads without ever realizing it. In multifamily digital marketing, every click is a chance to convert leads to leases — or to lose momentum.
So here’s a question to consider: What story is your property telling online? You may have a wonderful community, exciting amenities, and an enviable location, but if you are failing to match that experience with authentic engagement online, you’ll eventually be left behind.
Multifamily Digital Marketing: Tools That Drive Results
Multifamily digital marketing doesn’t begin when a prospect walks through your leasing office — it begins with a search, a scroll, or a story. And to be relevant and “seen” in the digital world, you need the right tools to capture positive results. Fortunately, Grace Hill has you covered.
With tools like Realync’s Virtual Leasing and Video Tools and Grace Hill’s Reputation Management solution, multifamily teams can meet modern renters where they are: online. Here’s how these solutions empower your teams, maximize efficiency, and move the needle on leasing conversions:
Realync Virtual Leasing and Video Tools
Realync offers modern video engagement tools that enable leasing agents to connect personally and professionally. Whether it’s virtual tours, live walkthroughs, or short-form video, Realync allows your teams to:
- Capture and convert leads virtually.
- Produce high-quality and customizable videos.
- Centralize their virtual leasing efforts.
Realync is the complete virtual solution for your multifamily digital marketing needs!
Reputation Management
No one has time to manage scattered feedback across the web; it’s time-consuming and never-ending. But with Grace Hill’s Reputation Management solution, you gain a consolidated view of your online reviews, listings, and social sites, along with key metrics to help you easily understand overall performance. Grace Hill’s industry-specific solution helps you:
These solutions empower multifamily marketers to take control of their digital presence, ensuring every property listing is up-to-date, optimized, and aligned across all platforms — from your ILS partners to your Google Business Profile. When renters see the same accurate information everywhere they search, it reinforces credibility and reduces confusion.
By embracing video engagement, optimizing your digital listings, and intentionally managing your reputation, you’re not just reacting to renter expectations — you’re leading the way.
Leasing starts online early — make sure your strategy does too.
