Customer Support
A healthy marketing funnel doesn’t just drive traffic — it fosters trust, creates meaningful engagement, and ultimately increases leases. For multifamily communities, today’s renters expect more than a catchy ad or quick follow-up. They’re looking for personalized, transparent, and convenient experiences from the first touchpoint to the signed lease.
That’s why aligning your marketing and leasing teams around shared business priorities — and the data that supports them — is so critical. Reliable data tells a story. It informs your strategy, reveals what matters to your audience, and shapes how your team engages with both current and prospective residents. However, simply having the data isn’t enough; success stems from translating it into actionable insights that enhance performance at each stage of the funnel.
This article will walk through the three phases of the multifamily marketing funnel — awareness, consideration, and decision — and offer a practical playbook for assessing your performance at each stage.
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What Is a Multifamily Marketing Funnel?
A multifamily marketing funnel is a framework that maps out the renter’s journey from first discovering your community to signing a lease. Much like a traditional sales funnel, it’s divided into stages that reflect how prospects move from broad awareness to a final decision. Each stage requires tailored strategies to engage renters effectively and remove friction from their decision-making process.
Marketing funnels matter because they guide you in building more effective strategies and show where prospects are in their leasing journey, allowing you to deliver the right message at the right time. They also highlight points where leads disengage, giving you insight into where improvements are needed. In multifamily marketing, the funnel looks like this:
- Top of the Funnel (Awareness): At the top of the funnel, renters may not even know your property exists. Marketing focuses on visibility at this stage — tactics like search engine optimization, digital ads, and social media content help capture attention.
- Middle of the Funnel (Consideration): This is where prospects actively compare communities, so building trust is key. At this stage, effectively leveraging virtual tours, personalized follow-ups, and online reviews becomes critical.
- Bottom of the Funnel (Decision):The goal is to convert interest into leases. Understanding your renters’ needs, proactively communicating, and making the application process seamless will encourage renters to commit at this stage.
In other words, a multifamily marketing funnel helps leasing teams align their outreach with renter expectations at each stage — moving prospects from curious browsers to confident residents. Get our free multifamily marketing funnel infographic!
Awareness: Generating Interest With Intentional Outreach
As mentioned, the top of the funnel is all about visibility. You need to ensure that prospective renters can find your property and see compelling reasons to explore it further. In this awareness phase of the multifamily marketing funnel, you want to boost your property’s visibility while ensuring the content you share is engaging and “click-worthy.”
An effective awareness strategy begins with identifying the right channels and delivering content that resonates with your target renters. Social media plays a central role here, especially when marketing to younger generations. According to Sprout Social’s 2024 Social Content Strategy Report, “Gen Z is most active on Instagram (91%) and TikTok (86%), Millennials favor Instagram (86%) and Facebook (87%), and Gen X and Boomers stick with Facebook (92% and 91%).”
Your content strategy should reflect these patterns to maximize reach. But simply showing up on the right platform isn’t enough. Your posts need to grab attention and offer value, and video is often the most effective way to do that.
Boost Visibility Through SEO
Effective SEO — the process of improving website traffic from search engines — remains a foundational strategy for generating organic awareness, making your community discoverable, not just listed. A few tips for optimizing your web pages include:
- Embedding relevant keywords.
- Fixing broken links.
- Optimizing your images.
- Using structured headers (H1s/H2s).
- Adding video content.
- Responding to reviews.
Doing these things attracts organic traffic, which includes visitors who find your website naturally without clicking on an ad or being referred from another website.
Organic traffic typically results from your website content being a close match for the search terms the user typed into their Google search bar, and it typically increases the time a user spends on your site.
However, don’t rely solely on search engine tactics. Ratings and reviews are an important part of this picture. Being intentional about building a “5-star” reputation is well worth the time and effort, as Google’s algorithm increasingly prioritizes user-generated content, such as reviews, when determining what search results to show.
And because 71% of renters won’t visit a property if the reviews aren’t stellar, having a robust online reputation management solution is a game-changer. It helps you monitor and respond to reviews across platforms, turning resident feedback into a competitive advantage that supports both your visibility and credibility.
Create Content That Keeps ‘Em Clicking
Before you dig into ways to improve SEO ranking organically, remember that high-quality content is what attracts and retains interest from visitors, regardless of optimization, crawling, indexing, and website architecture.
While paid advertising and social media campaigns are both common tactics for generating website traffic, they’re not the “golden ticket” to marketing success. To be truly effective and raise impactful brand awareness, multifamily marketers need to focus on the quality of their content, as today’s consumers require engaging, relevant, consistent, and authentic content, particularly video content.
Watch this on-demand webinar, “AI + Authenticity: The Dynamic Duo of Your Multifamily Marketing Plan,” to discover the “superpowers” of cutting-edge tools like Realync’s Voice Translation and Live Video Intelligence, and learn how to infuse personality into every piece of content you create.
Use data to track what’s performing well and make changes, where needed, to match user behavior and preferences. For example, suppose you’ve noticed that your web page for the one-bedroom floor plan that overlooks the pool is generating high traffic, but you don't see many clicks for tour requests — a possible indication that interested prospects aren’t finding their experience on your page useful. In this case, here are a few questions to consider:
- Is page speed an issue?
- Does the page need more (or less) information?
- Would a video improve the overall user experience?
- Is the CTA to schedule a tour worded correctly and well-positioned on the page?
Tracking clicks on your website or social posts helps identify what draws attention. If traffic is high but conversions are low, reassess your calls to action (CTAs), visual design, or content quality to optimize your results.
While it’s important to remember that content is king if you want to be seen, engagement is what draws prospects further along the marketing funnel — and that’s what actually matters.
Ultimately, your awareness efforts should work together to create a consistent and compelling first impression. Optimize your content for where your audience already spends time, show them something worth stopping for, and keep their attention with meaningful and memorable storytelling.
Consideration: Converting Interest into Tours
At the middle of the marketing funnel, your goal is to turn curiosity into commitment. You’ve captured attention through top-of-funnel awareness strategies — now it’s time to nurture that interest and guide prospects toward booking a tour.
This is where prospects are actively weighing their options, comparing your community to others, and evaluating whether it’s worth taking the next step. The right combination of data insights, engaging content, and timely follow-up can tip the scale in your favor.
Middle-funnel success is all about anticipating questions, addressing objections, and providing an experience that keeps you at the top of a prospect’s shortlist. From website navigation to tour scheduling, every interaction should make it easier — and more exciting — for them to imagine living in your community.
4 Ways To Help Boost Conversions on Your Website
Aim to make every experience and click on your website lead to something valuable — whether that’s a virtual tour, real-time chat, or an easy way to schedule an in-person visit. Here are four simple ways to engage visitors on your site.
1. Leverage Pre-Recorded Video Tours
Static images can’t compete with the immersive power of video. Instead of relying solely on photo galleries or bullet points, embed pre-recorded walkthroughs directly on your floorplan pages. For example, for that one-bedroom unit that overlooks the pool mentioned earlier, pair a narrated apartment tour with a walkthrough of the pool to help prospects visualize their lifestyle in your community.
It’s a strategy that simply tells a better story. These videos not only help prospects picture themselves in your property but also work for you 24/7 — providing “always-on” leasing support.
2. Include Website Pop-Ups
When done thoughtfully, pop-ups can nudge visitors toward taking action without disrupting their browsing. Trigger them after a short delay — about 45 to 60 seconds — to give prospects time to explore before offering a special incentive, highlighting a limited-time unit, or making it easy to schedule a tour. Relevance is key: The pop-up message should connect directly to the page content or the visitor’s behavior.
3. Add Chatbots
AI-powered chatbots serve as your property’s 24/7 virtual leasing assistant — instantly fielding frequently asked questions, sharing floorplan details, and even booking tours day or night. They keep prospects engaged beyond business hours, capture valuable lead information, and triage inquiries by urgency, ensuring timely follow-up and avoiding missed opportunities.
Extended availability and faster response times not only reduce staff workload but also help convert browsers into renters by making your website a powerful leasing tool that works while your team is off the clock, generating on-demand engagement directly from your site.
The ROI is compelling: Chatbots reduce the risk of dropping the ball on leads, let your team devote more time to high-value interactions, and support higher conversion rates through proactive engagement.
Plus, AI tools can learn over time, tailoring responses to match your community’s tone and brand voice. By balancing automated convenience with human follow-up, you deliver a seamless customer experience that both prospects and your team will appreciate.
4. Create Better CTAs
Your calls to action should be clear, compelling, and specific. Instead of generic “Click Here” or “Learn More” buttons, use CTAs that align with your prospect’s goals, like “See Available Floor Plans” or “Book Your Private Tour Today.”
Placement matters, too. Include them at logical stopping points throughout the site, such as at the end of floor plan descriptions or community amenity sections. The easier you make it for prospects to take the next step, the more likely they are to do it.
Using Video To Deepen Engagement
Video content increases engagement, encourages shares, and helps potential renters visualize life at your property. Think beyond your “typical” marketing tactics because the truth is that traditional methods of communication fail to spark excitement or capture people’s attention.
Here are a few ideas to consider:
- Amenity Videos: If you have a page dedicated to showcasing the wonderful amenities your community has to offer, consider adding a video with each description. For example, if you’ve just built a state-of-the-art gym in your community, create a video explaining the equipment residents will have access to and the available gym classes. These don’t need to be long and involved. Here’s an example created by one of Luxor Lifestyle’s communities to show residents how to get started with the golf simulator.
- Floor Plan Videos: For each web page, you could embed a pre-recorded video of the one-bedroom apartment. This way, you’re displaying a real look into this beautiful apartment. You could also consider tasking your leasing professionals with creating pre-recorded videos of all your unique floor plans so prospective residents can see the exact apartment that’ll be their new home. Read how JVM Realty boosted leasing performance and engagement with Realync!
- Neighborhood Videos: Instantly let prospects know what the surrounding area is like by adding a video of the neighborhood on the website. If your amenities page discusses the surrounding area (i.e., bars, restaurants, parks, etc), you could place the video on this page! Check out how Highland Row showed off their surrounding neighborhood.
These formats feel authentic and perform well on social platforms where users expect real, visually rich content. In fact, 93% of marketers say video marketing has a positive ROI.
Embedding these videos on your property website also enhances time-on-page and can improve SEO rankings — an added benefit that boosts visibility in search engine results.
How To Maintain Interest Even If You’re Fully Occupied?
Even if every unit is filled, the middle-funnel phase still matters. You want to maintain a steady pipeline of qualified prospects so that when a unit becomes available, you can lease it quickly. Keep interest alive by showcasing pre-recorded tours, sharing community events on social media, and offering virtual “waitlist” sign-ups.
By maintaining visibility and providing value even during full occupancy, you position your property as the first choice when availability opens.
However, the real question is always this: How do you turn that interest into a signed lease?
Decision: How Do You Convert Apartment Tours Into Leases
At the bottom of the funnel, prospects have toured your property (virtually or in person), compared you against competitors, and are close to making a choice. This stage is where details matter most. The responsiveness of your leasing team, the clarity of your process, and the confidence you instill in prospects can make the difference between a signed lease and a lost lead.
The decision phase is all about reducing friction and building trust. Renters want transparency, speed, and personalization when they’re ready to sign. If they encounter confusing pricing, slow follow-up, or a lack of clear next steps, they’re likely to look elsewhere. By streamlining the leasing process, you make it easy for prospects to say, “Where do I sign?”
4 Ways To Strengthen the Decision Stage
When prospects are on the verge of choosing their next place to call home, here are four proven strategies to strengthen the decision phase.
1. Simplify the Application Process
Complicated applications are a deal-breaker. Make sure your application is mobile-friendly, easy to navigate, and transparent about fees. Offering digital document upload, e-signature options, and instant application status updates helps prospects feel informed and in control — while also shortening decision time.
2. Provide Transparent Pricing and Availability
Nothing erodes trust faster than hidden costs or outdated listings. Ensure your website and leasing team communicate real-time availability, rent ranges, and any specials or incentives.
3. Ensure Your Website Is Working For — and Not Against — You
Your community website remains the most powerful tool in your marketing toolbelt, so make sure it helps you shine. 95% of people will read reviews before making a purchase, and 58% will pay more for a product, service, or experience with stellar ratings.
This buying behavior is no different in property management, where 84% of residents make their leasing decisions based on online ratings. So when prospects return to your site during their decision-making process, showcase testimonials and positive reviews to help reinforce their leasing decision. Your online reputation can make or break you, so don’t leave it to chance!
4. Personalize Follow-Up and Reinforce Value
After a tour, prospects want to feel remembered, not just marketed to. To re-engage prospects after a tour, leasing teams can strengthen the connection by sending personalized follow-ups that recap the features they cared about most and address any remaining concerns they may have.
🚀 The leasing manager at Vertis Green Hills handled this masterfully; read how he personalizes the experience to close more leases faster.
A friendly follow-up with a human face and voice can be the final push they need. More importantly, these small touches reinforce that your community cares about their unique needs, not just filling a unit. Virtual leasing and video tools make this step easy. And with the right solution, you can simplify everything with streamlined processes and unified communications that convert more leases.
What To Do When Tours Aren’t Converting
But what do you do if tours aren’t converting? If that’s the case, then it’s time to evaluate the leasing experience:
- Are leasing agents answering questions thoroughly?
- Are they showing all the right spaces?
- Are they talking too much?
- Do they make prospects feel welcome and valued?
Using tools like Realync’s Live Video Intelligence, you can spot patterns, improve agent performance, and streamline follow-ups with real-time data from your team’s live virtual tours. It’s a game-changing tool that helps you identify where your experiences are falling short.
Franklin Group faced a similar dilemma at one of their properties, but once they began prioritizing video content, they saw a 145% increase in conversion rates. Learn how they used video to ramp up engagement and ROI!
Video is a powerful tool for capturing — and keeping — prospective renters' attention. Combine that with an impactful training program, and you can quickly close the gaps that are causing prospects to drift away.
But don’t forget that sometimes the timing simply isn’t right, as a prospect might be currently tied into another lease. Since many renters begin their search months before they’re actually ready to move, you don’t want to disqualify these early-stage prospects. Instead, use lead-nurturing strategies, such as targeted email campaigns and remarketing ads, to stay on their radar until they’re ready to engage.
Looking for more? You might also like “The New Leasing Journey: How To Master Experience-First Multifamily Marketing.”
How To Plan for Renewals at Move-In
Even after a lease is signed, the decision stage sets the tone for the resident experience. Smooth move-in experiences, clear communication, and consistent follow-up make new residents feel confident in their choice. This not only increases resident satisfaction but also boosts the likelihood of renewals and positive reviews — fueling the top of your marketing funnel for future prospects.
Surveys can be particularly valuable here, as they help property managers gather feedback right after move-in. Understanding where new residents feel delighted — and where they see opportunities for improvement — provides actionable insights to improve both leasing and retention strategies.
A healthy marketing funnel doesn’t end with a lease agreement; it lays the foundation for long-term trust and community reputation. By focusing on transparency, convenience, and personalization at the decision stage — and leveraging solutions from Grace Hill, such as Realync Virtual Leasing and Video Tools, Reputation Management, Training, and Surveys — multifamily operators can convert more tours into leases and more leases into loyal residents.
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