A Simple Shift That Boosted Sales by 9.5% + How It Can Work for Leasing

Imagine increasing lease conversions and rental revenue without cutting prices, adding amenities, or reworking your multifamily marketing budget. 

Sounds too good to be true, right? 

But that’s exactly what McDonald’s pulled off with a small yet powerful pricing psychology experiment — and it’s a game-changer that multifamily operators can apply to leasing strategies.

In 2023, McDonald’s made a subtle but brilliant change to how it presented pricing on its menu boards. No discounts, no promotions — just a tweak in how customers saw pricing. The result? A 9.5% increase in global sales and higher average order values.

What does that have to do with multifamily leasing? Everything.

McDonald’s proved that pricing isn’t just about the number — it’s about perception. And in an industry where renters are highly price-sensitive, understanding pricing psychology could be the competitive edge you need.

The Hidden Pain of Pricing — And How to Minimize It

Studies in Neural Computing have found that seeing a currency symbol (like “$”) activates the same brain regions associated with pain. In short, money spent hurts. 

That’s why high-end restaurants often ditch the “$” sign, displaying a dish as “18” instead of “$18.” McDonald’s took this concept mainstream with a few key tweaks:

• They moved the price below the item description so customers saw what they wanted before seeing the cost.
• They removed currency symbols to reduce subconscious “pain” when purchasing.
• They increased image sizes by 40% to enhance desire and decrease price sensitivity.
• They highlighted best-sellers to leverage social proof and speed up decision-making.
• The psychology behind this? Desire first, cost second. Customers are more likely to commit when they see what they want before seeing the price.

How Multifamily Can Apply This to Leasing

Most apartment websites and leasing strategies unintentionally trigger price sensitivity. Renters land on a website, see rental rates immediately, and start comparing numbers instead of focusing on the property’s value. But what if we applied McDonald’s pricing hack to multifamily leasing?

1. Move Pricing Below the Description

Most apartment listings show pricing right next to the unit name or at the top of the page. Instead, let the features and benefits come first.

By placing the price at the end of the description, prospects process desire first, cost second.

2. Remove Currency Symbols Where Possible

If your website allows, show just numbers instead of “$1,750.” It seems small, but even slight reductions in psychological friction can improve conversion rates.

3. Use Larger, High-Impact Visuals

McDonald’s made their food images 40% larger to drive impulse purchases. Multifamily marketers can do the same by ensuring:

• Hero images on websites are lifestyle-focused (people enjoying the space, not just empty rooms).
• Floorplans are big, bold, and interactive, making units feel more tangible.
• Amenities are visualized with engaging imagery instead of just text descriptions.

4. Highlight “Most Popular” or “Renter Favorite” Floorplans

Just like McDonald’s highlighted best-sellers to drive decision-making, positioning select floorplans as popular choices can help renters feel more confident in their decision.

For example:

• “Most Leased Floorplan – Limited Availability”
• “Top Choice for Young Professionals”
• “Renter Favorite – Ask About Move-In Specials”

This nudges prospects toward higher-demand units while shifting focus from cost to value.

Why This Works for Multifamily

McDonald’s proved that pricing isn’t just about affordability — it’s about how people feel when they see the price. In multifamily, rent isn’t just a number; it’s an emotional decision.

When prospects first focus on the lifestyle, the amenities, and the experience, they’re more likely to justify the price as an investment in their ideal living space.

McDonald’s turned menu psychology into billions in extra revenue. Multifamily operators can apply the same principles to leasing — without lowering rent, adding incentives, or offering discounts.

A few small tweaks in how pricing is presented could significantly impact conversions, leasing velocity, and bottom-line revenue.

It’s not about lowering prices — it’s about elevating perception.

Generative AI in Marketing: Is Original Research Still Worth It?

AI-generated content has exploded in the last few years, making SEO efforts faster and more scalable than ever. 

But with the rise of generative AI, are we losing true expertise? AI can churn out thousands of words in seconds, but is it just repackaging what’s already out there? 

In contrast, original research brings something new to the table — data-driven insights that drive authority, build trust, and differentiate brands.

But scaling original research in SEO is tough. It takes time, effort, and resources. 

So, in an era where generative AI is at our fingertips, is original research still worth the investment? Or are we headed toward a future where SEO is simply about who can produce content the fastest?

We asked eight thought leaders for their take on original research vs. AI-generated content, and the consensus is clear — while generative AI in marketing can enhance efficiency, original research remains the key to true authority.

The Challenge of Scaling SEO Through Original Research

Scaling SEO with original research is problematic because it requires time, money, and expertise. Unlike AI-generated content, which can be produced quickly, original research involves surveys, proprietary data collection, and industry reports.

Aaron Franklin, Head of Growth at Ylopo, knows firsthand how powerful original research can be. He ditched generic SEO tools for manual surveys and found that what people actually care about often differs from what search algorithms assume.

“In 2018, I manually surveyed 400 homeowners instead of relying on SEO tools,” Franklin said. “The result? A report revealing 68% cared more about commute times than school districts — a nuance algorithms missed. That study still drives 12% of our organic traffic today.”

Franklin’s experience highlights a key limitation of AI: It can summarize existing data, but it can’t generate new insights. This is why original research holds lasting value — it feeds unique, high-quality content into the SEO ecosystem rather than rehashing the same information AI scrapes from the web.

Why Original Research Still Matters in SEO

Many marketers agree: While original research is challenging to scale, it’s more impactful in the long run.

Lana Rafaela Cindric, SEO & Content Manager at SiteGuru, points out that people are tired of seeing the same recycled content online:

“Most content out there is rehashed and plain annoying to users who now turn to Reddit for fresh insights,” Cindric said. “We first look at what our data can tell us about audience challenges, then format it into what works best — blog posts, videos, or whitepapers. This has led to increased organic rankings and social shares.”

This is the real power of original research — it doesn’t just help SEO; it builds brand authority in SEO and thought leadership.

Darwin Liu, CEO of X Agency, emphasizes how original research sets brands apart:

“Scaling SEO with original research is challenging but rewarding. We’ve increased engagement by 50% through data-driven reports, secured high-authority backlinks, and created evergreen content that fuels long-term organic growth. AI can summarize, but it can’t replace real-world insights.”

Simply put, brands willing to invest in original research will own their niche, while those relying solely on AI-generated content risk blending into the noise.

AI + Original Research: Finding the Balance

The best approach isn’t choosing between AI and original research — it’s leveraging both. AI can process large datasets and summarize trends, but it works best when paired with original data that generative AI doesn’t have access to.

For example, Swayam Doshi, Founder of Suspire, ran a study on eco-friendly packaging preferences, and the results were game-changing:

“By publishing our findings, we saw a 41% increase in organic traffic within three months. AI made it easier to analyze the data, but the original research helped us stand out as a thought leader.”

Similarly, Laurence O’Toole, CEO of Authoritas, notes that original research plays a huge role in lead generation and competitive advantage:

“Original research works exceptionally well for high-quality lead generation and increased conversion rates. It also generates links and shares, positively impacting rankings.”

AI alone can’t create this level of engagement. But when AI is used as a supporting tool — to process data, automate tasks, or repurpose insights — it becomes a powerful asset in scaling research-driven content.

Are We Losing Expertise in the Age of AI?

With AI-generated content flooding the internet, some fear that true expertise is being lost. But for those willing to go beyond generic AI-driven content, the opportunity to stand out is greater than ever.

As Yoyao Hsueh, Founder and CEO of Floyi, puts it:

“Original research is the gold standard of content and SEO. AI can summarize existing knowledge, but it can’t generate new knowledge. That’s where real expertise comes in.”

At Criterion.B, AI is an incredibly useful tool for content marketing, but it should never replace human expertise. Brands that commit to producing new insights — whether through surveys, case studies, or proprietary research — will always have an edge.

The future of SEO isn’t about who can generate the most content the fastest. It’s about who can provide the most valuable content.

That’s what sets real thought leaders apart.

The Power of User-Generated Content in 2025

User-generated content (UGC) has been a cornerstone of digital marketing for years, but in 2025, its impact is more significant than ever. 

With social media algorithms prioritizing authentic, community-driven content and consumers growing increasingly skeptical of traditional advertising, UGC is not just a nice-to-have — it’s a necessity.

UGC continues evolving from customer reviews and social media posts to video testimonials and influencer collaborations, shaping how brands connect with their audiences. 

Why UGC is More Powerful Than Ever in 2025

Consumers trust real people more than they trust brands — plain and simple. 

According to Tint’s 2024 State of UGC Report, 79% of people say UGC highly impacts their purchasing decisions, and 85% of consumers find UGC more influential than brand-created content.

This shift is largely due to the changing nature of social media and digital engagement. While polished, branded content still has its place, consumers now crave authenticity. Studies show that 90% of consumers say authenticity is important when deciding which brands to support. That means staged photoshoots and scripted testimonials don’t have the same impact they once did. Instead, audiences are drawn to real, unfiltered content from their peers.

The Algorithm Shift: Prioritizing UGC

Social media platforms are favoring UGC more than ever before. In 2024, Instagram, TikTok, and YouTube updated their algorithms to push more community-driven content to the forefront. This means:

• Brand-generated posts see less reach compared to organic, unpaid UGC.
• TikTok’s “For You” page prioritizes videos with high engagement, meaning a single customer review can go viral overnight.
• Instagram’s Collab feature and Threads integration encourage more organic conversations around brands, making real customer stories even more powerful.
• YouTube Shorts has become a hotspot for UGC-based tutorials and testimonials, with short-form video consumption at an all-time high.

This means brands that rely solely on professional content without leveraging UGC are missing out on massive organic reach.

How UGC Has Evolved in the Last Year

1. AI-Enhanced UGC

Artificial intelligence is now a part of the UGC landscape. Brands use AI to curate, analyze, and optimize UGC in real time. Tools like ChatGPT, Synthesia, and Runway allow marketers to personalize user content without losing authenticity. AI-assisted video editing helps create a more professional-looking UGC without diminishing its raw, organic appeal.

2. The Rise of Micro-Influencers & Nano-Influencers

Consumers trust everyday people more than celebrity endorsements. That’s why micro- and nano-influencers (accounts with 1,000–50,000 followers) now drive 60% more engagement than traditional influencers, according to Influencer Marketing Hub.

Brands are tapping into everyday customers, encouraging them to share experiences rather than relying on influencers with millions of followers. In fact, 80% of marketers say micro-influencer UGC is more effective at driving conversions than influencer partnerships with over 500K followers.

3. Long-Form UGC is Making a Comeback

Short-form content dominated the landscape in recent years, but long-form UGC is making a strong return in 2025. Consumers want deeper, more meaningful content from real users, leading to a rise in:

• YouTube vlogs and product deep dives
• Long-form customer reviews on LinkedIn
• Reddit and forum-based testimonials
• TikTok mini-docuseries featuring real customer experiences

These long-form pieces build stronger emotional connections with potential buyers, making them more likely to convert.

Examples of Successful UGC Campaigns in 2025

1. Airbnb’s “Host Stories” Series

Airbnb has capitalized on UGC by featuring real hosts sharing their experiences in short, engaging videos. The company highlights their struggles, successes, and what hosting means to them — turning everyday people into brand ambassadors. According to Airbnb, this strategy has led to a 30% increase in bookings from new hosts.

2. Starbucks’ “Red Cup Challenge”

Starbucks sees a flood of organic content every holiday season with its iconic red cups. Instead of creating their own marketing push, they launched the Red Cup Challenge, where customers were encouraged to post their most creative coffee moments. The result? Over 2.5 million Instagram posts featuring their holiday cups, making it one of their most successful UGC campaigns yet.

3. Nike’s “You Got This” Campaign

Nike’s newest campaign taps into real athletes and everyday people overcoming challenges. By encouraging users to share their fitness journeys using the hashtag #YouGotThis, Nike generated over 1 billion views on TikTok in just three months. This campaign resonated with consumers because it focused on real people, struggles, and triumphs rather than traditional ad campaigns.

How to Leverage UGC for Your Brand in 2025

1. Make UGC Part of Your SEO Strategy

Did you know that UGC can boost your search rankings? Google’s algorithm now prioritizes customer reviews, forum discussions, and social proof in its results. Encouraging UGC not only builds credibility but also enhances your online visibility.

2. Encourage Authenticity Over Perfection

Consumers can spot fake UGC from a mile away. Instead of overly polished testimonials, encourage raw, unfiltered content — even if it’s not 100% perfect. Brands like Glossier and Gymshark have built massive followings by leveraging real customer content.

3. Feature UGC Across Multiple Channels

Don’t just keep UGC on social media. Repurpose it in email campaigns, digital ads, and even product pages on your website. Some ways to incorporate UGC include:

• Adding Instagram photos to product pages
• Featuring real customer testimonials in email marketing
• Using customer-submitted videos in paid social ads

4. Launch a UGC Incentive Program

Want more UGC? Give your audience a reason to participate. Offer discounts, exclusive access, or giveaways in exchange for high-quality content. Programs like Lululemon’s Ambassador Program and Sephora’s Beauty Insider Community thrive because they reward customers for their content contributions.

The Future of UGC in 2025 & Beyond

User-generated content isn’t just a marketing trend — it’s the backbone of modern brand trust and engagement. As AI-driven content creation grows, UGC will remain one of the last true sources of authenticity in marketing.

Brands that harness the power of UGC will see higher engagement, better conversions, and a stronger connection with their audience. Those that don’t? They risk falling behind in an era where consumers crave real over manufactured.

If you’re not already prioritizing UGC, now’s the time. Because in 2025, the brands that succeed won’t be the loudest — they’ll be the most authentic.

Mastering AEO: The Key to Engaging Renters in an Evolving Search Landscape

As search evolves from delivering blue links to providing direct answers, Answer Engine Optimization (AEO) has emerged as a pivotal strategy in digital marketing. 

AEO focuses on optimizing content, so it’s primed for platforms like Google’s Search Generative Experience (SGE), voice assistants, and AI-driven tools like ChatGPT. For multifamily marketers, embracing AEO is not just optional — it’s essential to stay ahead in a competitive market.

What Is AEO, and Why Does It Matter?

AEO is the process of optimizing content to ensure it appears as a direct answer to users’ queries. Unlike traditional Search Engine Optimization (SEO), which targets general keyword rankings, AEO focuses on delivering concise, accurate, and structured responses that align with user intent.

AEO boosts organic traffic by securing spots in answer boxes and featured snippets, which dominate search engine visibility. With 58% of consumers turning to voice search for local businesses, optimizing for this format enhances local SEO and drives valuable traffic to your site.

In 2025, users will increasingly rely on AI tools and voice search for quick answers. For example:

• Renters might ask their devices, “What are the best pet-friendly apartments near me?”
• Potential clients might search, “Which amenities are most popular in luxury apartments?”

To capture these moments, multifamily brands need to position their content as the best, most relevant answer.

Our Stance on AEO

At Criterion.B, we view Answer Engine Optimization (AEO) as an evolution of traditional SEO, not a replacement. While organic rankings remain crucial, AEO focuses on delivering immediate, actionable answers that align closely with search intent. This shift is about meeting users where they are, especially on search engine results pages (SERPs), increasingly dominated by featured snippets and AI-powered summaries.

For multifamily websites, embracing AEO means balancing traditional SEO strategies with content designed to address user questions directly. This approach allows for better visibility in both organic search results and answer boxes, driving organic traffic while enhancing the overall user experience.

To thrive in an AEO-driven landscape, we recommend multifamily brands adopt a strategy that emphasizes:

Concise and Clear Content

Content should be structured to optimize for featured snippets, ensuring it answers specific queries clearly and succinctly. For example, FAQs, bullet points, and headers can help search engines identify your content as relevant to user searches.

Data-Driven Insights

Leverage keyword research to understand what your audience is asking and what resonates with them. Search intent is key — know whether your audience is looking for quick answers, detailed guides, or actionable advice. For instance, Ahrefs reports that nearly 8.6% of clicks go to featured snippets, highlighting the value of appearing in these high-visibility spaces.

Engaging and Relevant Formats

Content from video snippets to visually appealing infographics should be tailored to engage users. Tools like Semrush have shown that rich content formats can boost click-through rates significantly, especially when paired with structured data for better discoverability.

Integration with Broader SEO Strategies

Answer engine optimization isn’t about abandoning traditional SEO but enhancing it. Multifamily marketers should aim for a balanced approach that aligns AEO efforts with ongoing SEO strategies, such as improving organic search rankings, creating relevant blog posts, and focusing on user experience.

In 2025, the rise of generative AI and voice search will further amplify the importance of optimizing content for answer boxes and search results pages. At Criterion.B, we see AEO as a vital tool in a broader marketing toolkit — one that complements branding, local SEO, and engagement tactics to deliver tangible results.

How AEO Is Changing Multifamily Websites

Featured snippets and answer boxes capture a notable share of clicks, with studies showing they account for an average of 8.6% of top-position clicks. This underscores the importance of optimizing content to answer user queries directly, especially as featured snippets are commonly used in voice search results.

AEO is transforming how multifamily websites are designed and optimized. Key changes include:

Enhanced FAQ Sections

Websites now need robust FAQ pages that anticipate user queries. For example, questions like “What amenities are included?” or “How far is this community from downtown?” should be addressed with clear, concise answers optimized for text and voice search.

Schema Markup Integration

Structured data is critical for answer engine optimization. Multifamily websites must implement schema markup to help search engines understand content context, such as floorplans, pricing, and availability.

Focus on Local Search

Local SEO has become even more important in the AEO era. Queries like “affordable apartments near [city]” are answered more effectively when Google can identify accurate NAP (Name, Address, Phone) information and localized content.

Voice Search Optimization

With more renters using voice search, websites must adapt to conversational queries. Content must mimic natural language and focus on long-tail keywords to cater to these search patterns.

The Status of AEO in 2025

As of 2025, answer engine optimization has become a mainstream practice. Major search engines, voice assistants, and AI platforms rely on algorithms to prioritize direct, relevant answers. Multifamily marketers are seeing:

• Higher Engagement Rates: Answer-focused content captures attention more effectively.
• Improved Conversion Rates: Renters who find precise information are more likely to act quickly.
• Increased Dependence on Structured Data: Without structured data, even high-quality content risks being overlooked by AI-driven systems.

However, challenges remain. Many brands struggle to balance providing direct answers with driving traffic to their websites. The shift from clicks to zero-click results requires a new approach to measuring success.

How AEO Will Affect Multifamily Marketing

Content Prioritization

Content strategies will prioritize answering high-intent questions and making blogs, FAQs, and community pages essential for attracting and engaging renters.

Increased Importance of Video

Video snippets are becoming a preferred format for AI systems. Multifamily marketers must invest in high-quality videos showcasing property tours, amenities, and resident testimonials.

Shift in Metrics

Traditional SEO metrics like clickthrough rates (CTR) may decline as AI provides answers directly. Marketers must focus on engagement metrics, such as time on page and lead form completions, to gauge effectiveness.

Greater Role of AI Tools

Generative AI tools like ChatGPT are already being used to craft AEO-friendly content. Multifamily marketers can leverage these platforms to produce natural, engaging answers tailored to renter queries.

How Are People Adapting?

As SGE and answer engine optimization take center stage in searches, businesses are rethinking their strategies to stay competitive in an AI-driven world. From retraining marketing teams to redesigning websites for better usability, the focus has moved to creating content that serves both human users and search engines. Here are a few ways our agency and our clients are adapting:

Investing in AEO-Focused Training

Multifamily marketing teams are being trained to think beyond traditional SEO. Understanding how search engines interpret queries and structure results is now a critical skill.

Refreshing Website Content

Websites are being reimagined to prioritize user intent. Navigation is simplified, and content is structured for human readability and machine parsing.

Collaborating With AI Experts

Brands are partnering with AI specialists to optimize their content for tools like SGE and voice assistants. This collaboration helps maintain visibility in a rapidly evolving landscape.

Building Trust Through Transparency

As AI-generated content increases, transparency matters more than ever. Including disclaimers about AI involvement in content creation fosters trust and aligns with consumer expectations.

We’re in Our AEO Era

Answer engine optimization represents the future of search, offering multifamily marketers a unique opportunity to connect with renters more meaningfully. Focusing on user intent, leveraging structured data, and adapting to new search behaviors will become key so multifamily brands can remain competitive in a crowded digital landscape.

Marketing Strategies for Multifamily Amid Political Uncertainty

The political season brings unique challenges to apartment leasing and multifamily marketing, particularly during the fall, which is already known for its leasing slump. 

Political campaigns and ads flood online spaces as the market slows, causing distractions and limiting the attention available for leasing advertisements. This can reduce engagement, making it harder for property managers to capture leads.

Historically, the fall season tends to be slower for apartment leasing. Students are back in school, families are settled, and fewer people want to move before the holiday season. 

This natural slump is amplified during a political season when social media feeds and digital spaces are dominated by election content. 

Lower Engagement, Higher Ad Prices

According to industry data, non-political ad engagement can drop by as much as 17% during election years. This is particularly relevant for apartment leasing as potential renters may focus more on current events than property searches. People may focus more on political news and debates, resulting in lower engagement with non-political content. Renters may also delay moving or leasing decisions due to economic uncertainty tied to potential policy changes. 

In addition, political campaigns drive up the cost of digital advertising, with social media ad prices increasing by as much as 10-20% during these periods. This adds extra pressure to maintain a competitive advertising strategy.

With candidates and political action committees pouring millions into ad campaigns, businesses compete for limited ad space. According to AdImpact, political ad spending in the 2020 U.S. election cycle exceeded $9 billion, doubling the 2016 figure. This surge significantly raised the cost of TV, digital, and social media advertising, sometimes by as much as 30-40%, according to Kantar Media.

The cost-per-click (CPC) for online ads also rises during election periods. A Buffer report from 2020 showed that CPC on platforms like Facebook and Google Ads increased by 10-20% during the political season, as advertisers had to compete with campaigns seeking maximum visibility. 

This higher competition can drain marketing budgets for non-political advertisers, forcing them to rethink their strategies by increasing spending or shifting focus to more niche or less saturated platforms.  

Renters May Delay Leasing Decisions

Renters often become cautious about making big decisions, like signing a lease, during periods of economic uncertainty tied to potential policy changes. This hesitation stems from concerns over shifting government policies that could impact everything from rent control laws to mortgage interest rates. 

During election years, when tax policies, economic reforms, and housing regulations are up in the air, renters may hold off on moving, waiting to see how the political landscape will impact their personal finances. In fact, Freddie Mac reports that economic uncertainty, especially around housing policies, directly influences consumer confidence and, subsequently, leasing decisions.

As election cycles tend to introduce unpredictability, both businesses and individuals anticipate potential economic shifts. Renters may fear that political decisions could increase rental rates, alter job markets, or introduce new tax laws that affect affordability. Consequently, they may extend their current leases or delay moving into new apartments until the economic outlook stabilizes post-election.

Businesses May Pull Back on Multifamily Marketing

In parallel, as economic uncertainty rises during elections, businesses — including those in multifamily housing — may reduce their marketing budgets. Historically, companies adopt a “wait and see” approach during politically turbulent times. 

According to Nielsen, in 2020, 42% of businesses planned to pause or reduce their marketing spending leading up to the election, anticipating economic shifts and increased ad competition from political campaigns. This pullback can affect lead generation and visibility, especially when paired with the rising costs of ad placements during this time due to heightened competition.

However, cutting back on marketing during election years may backfire. A Harvard Business Review study revealed that companies maintaining or increasing their ad spend during uncertain times could capture marketshare from competitors who pulled back. While reducing spending may feel like a safeguard against potential economic changes, maintaining a presence can help brands remain top-of-mind when the uncertainty settles.

How to Combat the Apartment Leasing Slump

According to previous election data, interest rates, home prices, and rental demand can all fluctuate as renters and buyers adopt a wait-and-see approach. This behavior is often influenced by broader economic concerns tied to political outcomes. In contrast to the real estate market, which can experience price surges or declines during an election, the rental market may face a cooling effect as people delay decisions until there is more economic clarity.

However, there are ways to combat the slump. Despite these challenges, property managers and leasing professionals can adopt strategies to maintain momentum. Focusing on targeted, hyper-local marketing strategies can mitigate the impact of political noise. This means staying agile with campaigns, using real-time data, and adjusting content to address potential renters’ concerns and uncertainties. 

Promoting flexible lease terms, offering incentives, and ramping up virtual tours or online engagements can also help keep interest alive during politically charged times.

1. Increase Your Digital Presence

With distractions from political content, ensuring your property remains visible online is crucial. A well-optimized website with clear calls to action and engaging content can help keep prospective renters focused on your property.

2. Leverage Local SEO

As the competition for attention heats up, having a strong local SEO strategy can make a big difference. According to HubSpot, businesses that optimize for local search see a 126% increase in visits from consumers ready to convert. This is especially important during political seasons when national news can drown out non-political content.

3. Diversify Your Advertising Channels

Given the rise in social media advertising costs, consider diversifying your ad spend across different platforms. Instead of relying solely on Facebook or Instagram, explore Google Ads, Bing, and even niche real estate platforms like Zillow or Apartments.com. Diversification allows you to reach audiences in less competitive spaces.

4. Emphasize Community and Resident Stories

In times of political noise, authentic, community-driven content resonates well. Share testimonials, resident stories, and highlight local events. This showcases your property and appeals to renters looking for a genuine connection.

5. Invest in Retargeting Ads

If prospective renters visit your website but don’t convert immediately, retargeting ads can bring them back. These ads remind potential renters of your property, helping you stay top of mind despite political distractions.

Strategies for Continued Multifamily Success

The need for adaptive strategies becomes even more apparent as political seasons influence the apartment leasing market. With voter behavior and market dynamics shifting, renters and property owners face unique challenges during election years. 

To stay competitive, multifamily properties must refine their marketing efforts, focus on resident retention, and remain agile in response to fluctuating demand. Leveraging data-driven insights and maintaining an online presence will be crucial for apartment owners to navigate the uncertainties of the political climate and ensure continued growth and stability in their leasing operations.

The Effectiveness of Predictive Advertising in Multifamily

Predictive advertising has been touted as “the next big thing” in digital marketing — promising marketers smarter targeting, better-qualified leads, and cost-effective ad spend. 

Other companies have championed the technology, claiming that predictive analytics can help forecast future renter behavior based on past data, making ad targeting more precise and impactful. But is predictive advertising really the game-changer it claims to be? Does it deliver “said results?”

After digging into recent research and analyzing industry results from the last year, the evidence suggests that the effectiveness of predictive ads, especially in multifamily marketing, may not be as clear-cut as proponents would like us to believe. 

In fact, we’ve found that more transparent strategies can often deliver better results, which is why we’ve steered away from predictive ad services.

Let’s explore why predictive ads fall short and why Criterion.B takes a more straightforward approach to multifamily marketing.

What Is Predictive Advertising?

If you have spent time working on digital ads, you know the cost has risen significantly in recent years. Meta’s cost per thousand (CPM) has increased 61% yearly, and Google’s programmatic display CPMs increased 75% in the same period, according to The Drum. Meanwhile, many brands are tightening their budgets due to economic uncertainty, yet consumers are expecting better ad targeting, personalization, and overall messaging than ever before.

So how have advertisers and agencies attempted to combat this? Well, they’ve been dabbling in predictive ads (or trying).

“We rushed into [predictive advertising], hoping for big returns but ended up spending too much with little to show for it,” said James Heartquist, owner at Modern Property Solutions. “Our main problem was not using our budget wisely, which led to few sales.”

Predictive analytics uses artificial intelligence (AI) and data from past campaigns to forecast future behaviors. In theory, it allows marketers to target potential renters before they know they’re in the market for an apartment. The idea is simple: by using data like browsing habits, previous searches, demographics, subscriptions, and demographic information, you can predict who is most likely to convert and target your ads accordingly.

Predictive advertising is a subset of predictive analytics that uses historical data, machine learning techniques, and algorithms to target audiences and optimize ad copy and media spending accurately.

In essence, predictive advertising enables brands to build highly targeted audience segments based on millions of behavioral signals and customer attributes. There are several key techniques used in predictive advertising, each offering different levels of sophistication and impact:

• Look-alike modeling: This technique identifies new users who resemble an existing customer group. It’s a simple approach often built into platforms like Facebook and LinkedIn.
• Classification modeling: Similar to look-alike modeling but with an additional layer of filtering, this method excludes users who aren’t ideal targets.
• Click-based optimization: By analyzing user intent, AI predicts the likelihood that a customer will take specific actions, such as clicking on an ad or making a purchase.
• Uplift modeling: This advanced technique predicts how an ad or intervention will affect a customer’s likelihood of purchasing, giving brands even deeper insight into campaign effectiveness.

The Predictive Ads Promise vs. Reality

Companies promote predictive advertising as a way to get more qualified multifamily leads at a lower cost. According to them, this technology helps to refine Google Ads targeting and reach potential renters earlier in their decision-making process. 

While this sounds great in theory, industry research shows the results aren’t always as successful as predicted. The goal is to create a more personalized and timely ad experience, but predictive ads can struggle with accuracy as they rely on assumptions about behavior that can be hard to validate. As multifamily experts highlight, the unpredictable nature of renter decision-making makes it difficult for these systems to consistently deliver better conversion rates.

Recent Conversion Logix data showed that while predictive ads could improve click-through rates, the conversion rates (lead-to-lease) weren’t significantly better compared to more straightforward advertising methods. 

Predictive Ads Struggle With Accuracy

One of the significant flaws with predictive ads is their reliance on historical data to forecast future behavior. Companies without access to substantial, high-quality data sets may find it challenging to create accurate predictive models.

“A primary challenge for multifamily and real estate marketers in predictive advertising is navigating its complex processes,” said Zach Shepard, principal at Braddock Investment Group Inc. “It involves collecting large amounts of data from multiple sources, analyzing it accurately, and using it to make predictions about potential customers or tenants. This can be a daunting task for those who are not familiar with data analysis and predictive modeling.”

Shepard believes many marketers may lack the necessary tools or resources to implement a successful campaign, which could result in inaccurate predictions or an ineffective strategy that does not yield the desired results.

“In some cases, the negative experience with predictive advertising may stem from unrealistic expectations,” said Shepard. “Marketers may expect immediate and drastic improvements in their marketing efforts without considering the time and effort required to collect and analyze data for accurate predictions.”

Even when sufficient data is available, predictive algorithms often overlook critical variables such as weather changes, shifting moods, or personal relationships — factors that can dramatically influence purchasing decisions in ways that a computer cannot easily anticipate. 

“One of the primary issues that marketers face with predictive advertising is inaccurate targeting,” said Robert Fausette, owner of Revival Homebuyer. “Predictive algorithms use data analysis to predict which individuals are most likely to take a certain action, such as clicking on an ad or making a purchase. However, this data is not always accurate and can lead to targeting the wrong audience. This results in wasted advertising budget and lower conversion rates.”

Multifamily Executive reported that renter behavior can be highly volatile, especially in uncertain economic times, making predictive analytics less effective. Renters’ priorities shift based on changing market conditions, economic factors, and personal circumstances that predictive algorithms struggle to account for. 

Additionally, predictive models are not static and must be updated continuously to remain relevant. As customer behavior evolves, a model that once worked may quickly become obsolete, leading to inaccurate predictions and wasted ad spend. A perfect example is the 2008 financial crisis, where models predicted mortgage customers would repay loans but failed to account for the collapse in U.S. housing prices. 

“Our biggest challenge was getting good leads that actually turn into customers,” said Dino DiNenna, real estate broker at Hilton Head Realty Sales. “We tried a big ad campaign for our fancy apartments, and while lots of people clicked, not many ended up applying. It was frustrating to see all those clicks but so few real leads.”

In multifamily marketing, relying too heavily on outdated models can result in poor targeting, ineffective ad spend, and ultimately, lower ROI. While predictive advertising offers potential, its limitations make it less reliable compared to real-time data-driven approaches that adapt to renters’ immediate needs and behaviors.

In contrast, real-time data like live pricing updates and real-time availability are far more accurate because they reflect the current state of the market. BestEverCRE found that renters are more likely to convert when presented with up-to-date, transparent information such as pricing, unit availability, and immediate offers. This real-time approach provides actionable data, allowing for a more direct path to conversion without relying on speculative forecasts.

The Case for Simplicity: Live Pricing and Availability

One of the most compelling arguments against predictive ads is the simplicity and effectiveness of using real-time data. MultifamilyBiz highlighted that real-time availability and pricing updates directly impact conversion rates because they offer renters the information they need when needed. 

By focusing on strategies that prioritize transparency — like showing what units are available right now or offering dynamic pricing — you create a more immediate sense of urgency and trust. Renters are far more likely to act when they know exactly what’s available, at what price, and when they can move in.

Ashley Gawley LRE, founder at Launch Real Estate, advises balancing data with understanding the hyperlocal market, property, and target audience. “For multifamily, look at lease-up rates, turnover, and demand for specific unit types — not just broad demographics,” Gawley said. “Consider hosting focus groups to gain qualitative insights into what’s really driving people’s housing decisions.”

Michael Yerardi, owner of Turning Point Home Buyers also faced challenges with predictive ads when the qds were not matching up with how residents felt about living at the properties. “We listened to what our residents had to say and made big changes,” Yerardi said. “For example, we promised to fix things within 24 hours, which made people much happier. By focusing on making life better for our residents — not just on flashy ads — we got 20% more people to stay with us.”

At Criterion.B, we’ve seen firsthand that simpler methods can outperform more complex, algorithm-based systems like predictive ads. Instead of trying to guess what renters might want in the future, we focus on delivering relevant, real-time information that speaks directly to their current needs.

The Fallacy of Predictability

Predictive advertising often promises that with enough data, marketers can forecast consumer behavior with precision. However, this is where the fallacy of predictability comes into play. 

The desire for predictability can lead brands to rely on data and past performance to the point of stifling creativity and innovation. While predictive tools analyze everything from location to preferences, purchases, and search history, they ultimately fail to account for the messiness of human behavior. They can’t account for the emotional and personal factors influencing renter behavior. 

Advertising has never been an exact science, nor should it aim to be. The idea that past consumer actions can reliably predict future behavior is flawed, and companies relying too heavily on predictive analytics will likely experience diminishing returns. Past performance does not predict future results. The repetition of predictable tactics inevitably leads to stagnation.

While data can provide insights, the art of advertising lies in its ability to engage, surprise, and break through the ordinary. It’s not about being predictable but about showing up in unexpected places and finding the human connection that resonates with people on a deeper level. Effective advertising is about understanding human behavior — not just the data sets it generates — and creating campaigns that reflect society’s complex, ever-changing nature. 

Brands that rely solely on predictive ads risk becoming part of the ignorable 85% of ads that go unnoticed. By rejecting the predictable and embracing creativity, companies can produce advertising that stands out, breaks norms, and becomes part of the cultural conversation.

“We invested in a campaign aimed at prospective renters based on data analytics, but the audience we reached often didn’t align with our ideal tenant profile,” said Justin Landis, founder of The Justin Landis Group. “Many of the leads we received were unqualified, leading to a low conversion rate and wasted marketing dollars. We also faced challenges with the technology itself. The predictive models sometimes failed to account for local market nuances, resulting in ads that felt generic and disconnected from our community’s needs. This misalignment made the campaign feel less personal, and potential renters often overlooked our offerings.”

“The negative experience was frustrating, as we had high hopes for improving our lead generation,” Landis continued. “To pivot, we shifted our focus from purely data-driven advertising to a more integrated approach that included community engagement and personalized messaging. We began leveraging social media to connect with potential renters directly and gather feedback.” This approach enhanced the brand image of The Justin Landis Group. It allowed the company to tailor its offerings to meet audience needs better, ultimately leading to more successful marketing outcomes.

In the multifamily space, where renters’ needs and expectations evolve quickly, it’s essential to stay agile. Predictive ads, with their focus on past data, can leave marketers blind to new opportunities or shifts in renter behavior. Instead of leaning on predictive analytics, focusing on live data, real-time updates, and human-driven insights will allow brands to remain relevant and adaptable in a constantly changing market.

“We learned the hard way that keeping up with what residents want is crucial,” said Nick Stoddard, CEO at KC Property Connection. “We once ran ads aimed at young professionals, but it flopped because we didn’t consider families looking for bigger homes. After tweaking our approach to include families, we saw a big jump in leads and a 15% increase in occupancy rates. This experience taught us that regularly updating our marketing strategies is key to staying on top of changing resident needs.”

The Human Element: Why Predictive Ads Miss the Mark

While artificial intelligence (AI) is growing in digital marketing, its use in long-form content and predictive advertising isn’t without challenges. AI tools used in predictive analytics often simplify complex behaviors into data points, missing out on the nuances of human decision-making. 

AI-driven predictive ads are not always effective in capturing the attention of renters seeking personalized experiences. Renters prefer authentic and relevant brands, which AI-driven, predictive models often struggle to achieve. Psychology Today reported that 70% of consumers spend more with authentic brands.

“The overreliance on AI in predictive advertising presents a challenge for us,” said Ryan Whitcher, founder and CEO of Harmony Home Buyers. “We initially embraced AI for our ad campaigns but soon realized it led to biased targeting and a 30% drop in qualified leads over three months. To address this, we implemented a hybrid approach, combining AI with human oversight, resulting in a 25% increase in qualified leads within two months and teaching us the importance of balancing technology with human expertise in our marketing strategies.”

Although 77% of advertisers have a favorable opinion of AI, consumer sentiment tells a different story. A 2024 report from the Edelman Trust Institute revealed that trust in AI among U.S. consumers has dropped by 15% over the past five years, declining from 50% to just 35%.

Also, a recent Neil Patel study found that content marketing incorporating personalization and emotional engagement outperforms data-driven, predictive ad strategies by 94.12%. Renters want to feel connected to the brand they’re considering, and predictive ads often fail to create that connection.

At Criterion.B, we prioritize building trust and emotional engagement through tailored content, real-time updates, and personal interactions. This approach builds lasting relationships, which is something predictive ads can’t do.

Why We Don’t Offer Predictive Ads

At Criterion.B, we’ve done our research. While predictive advertising may have its place in certain industries, the multifamily market demands a more dynamic, real-time approach. The unpredictable nature of renter behavior — combined with the increasing need for transparency and trust — means that predictive ads often fall short.

Rather than relying on speculative technology, we focus on proven methods: real-time pricing, availability updates, tailored content, and building genuine connections with renters. This approach doesn’t just drive traffic — it builds relationships. So while the allure of predictive ads is tempting, we’re committed to more personable (and reliable) strategies.

Here’s What You Need to Know About Content Length in 2024

With the rise of social media, short attention spans, and AI-generated content, many marketers question long-form content’s relevance. Is it still effective in today’s fast-paced digital landscape, or is it being overshadowed by bite-sized, easily digestible posts and videos? 

The answer isn’t as simple as “long vs. short” — both have their place. 

But long-form content is far from dead when it comes to SEO, audience engagement, and building authority. In fact, it’s more powerful than ever.

What Is Long-Form Content?

Before diving in, let’s clarify what long-form content is. Long-form content generally refers to blog posts, articles, videos, or other media that exceed 1,200 words or last more than 10 minutes. These pieces provide in-depth information, answering more complex questions and offering detailed insights. This type of content can include everything from blogs and eBooks to long-form video content on platforms like YouTube.

The Power of Long-Form Content for SEO

We often hear: “Nobody reads long-form content anymore.” Attention spans are shrinking — 20 years ago, people focused for about 2.5 minutes, and today, it’s down to just 45 seconds. In many industries, the average word count for content is dropping.

But here’s the thing: people will absolutely focus on long-form content if it’s about a topic they’re passionate about. 

The rise of video essays on YouTube — many of which last over an hour — and TikTok testing 15-minute video uploads prove that audiences still crave depth and detail, as long as it’s compelling.

This engagement doesn’t happen by accident. Keeping people’s attention on long-form content takes skill. It requires understanding when to take a deep dive and when brevity is better. And this is where long-form content excels for SEO — it not only captures attention but holds it, offering value that resonates with readers.

Google’s John Mueller has pointed out that search engines favor content that thoroughly addresses user intent, and that’s where long-form content shines. 

According to HubSpot, blog posts between 2,100 and 2,400 words perform best in organic search results. This length allows for in-depth keyword optimization and thorough topic exploration and provides ample opportunities for internal linking and backlinks.

Neil Patel’s research backs this up. His studies show that articles exceeding 2,000 words generate more backlinks and social shares than shorter pieces, proving that quality, detailed content remains critical for SEO success. Long-form content is especially powerful in building domain authority and helping websites rank higher on search engine results pages (SERPs), which leads to more traffic and conversions.

And according to Ahrefs data, most (91%) of all online content gets no organic traffic from Google. This isn’t necessarily because of poor heading structures or keyword stuffing; it’s often because the content doesn’t offer the depth or quality needed to attract meaningful engagement. Long-form content helps you overcome this by providing value.

Even as attention spans decline, long-form content remains an indispensable tool for SEO, driving sustained engagement, building trust, and ensuring that your content doesn’t just get read but ranks, too.

Does AI for Long-Form Content Work?

In today’s landscape, the use of AI for long-form content is becoming more common. AI tools like Gemini, Jasper, and ChatGPT can help generate ideas, structure articles, and even write large portions of long-form content. But while AI can assist with the creation process, it’s still essential to layer in human expertise, creativity, and insights to produce high-quality content.

AI is great for scaling content production, but it may struggle to deliver nuanced, audience-specific details that make content engaging. In short, AI can help create long-form content, but it shouldn’t fully replace human input, especially when your goal is to connect with readers and offer unique perspectives.

Long-Form vs. Short-Form Content: Which Performs Better?

It’s not a battle of long-form vs. short-form content; rather, both types of content have their place in a balanced marketing strategy.

The Case for Short-Form Content

While long-form content has undeniable benefits, short-form content still plays a crucial role in marketing strategies, particularly when capturing quick attention and providing easily digestible information. In a world of fleeting attention spans, short-form content — whether it’s videos, social media posts, or concise blog entries under 1,000 words — can quickly engage users and drive immediate action.

When it comes to written content, short-form blogging offers an opportunity to stay top-of-mind with your audience without overwhelming them. According to HubSpot, the average reader spends about 37 seconds on an article, so delivering impactful, bite-sized content can be highly effective, especially when users are looking for quick answers or need a fast overview. Blogs of 500-700 words, for instance, are perfect for addressing specific questions, ranking for targeted keywords, and keeping readers engaged without requiring a significant time investment. Listicles are a great way to pack in a lot of high-value content and specific keywords while making your content easily scannable, digestible, and succinct.

Short-form written content also works well for brand storytelling and building relationships with customers. Regular blog posts that are brief but packed with value can foster loyalty and ensure your audience keeps coming back for more. As the demand for faster information grows, more companies are using short-form blogs to drive email sign-ups, retargeting ads, and social shares.

The same principle applies to short-form video content, which has seen an explosion in popularity thanks to platforms like TikTok, Instagram Reels, and YouTube Shorts. These formats are perfect for audiences looking for quick entertainment or fast solutions to problems. 

Vidico reports that video engagement drops after two minutes, declining from 70% to a little more than 50% between the 6- and 7-minute marks. Various reports state that videos 2 minutes long get the most engagement, making them perfect for platforms where users scroll quickly and want immediate gratification.

Social media audiences, especially younger demographics like Gen Z, are drawn to quick, snackable content that delivers instant value. Shorter videos are easier to consume, share, and engage with; they also align with shorter attention spans. Research also suggests shorter videos align with shorter attention spans and are more likely to sustain viewer attention.

The Case for Long-Form Content

Despite the rise of short-form media, long-form content is more effective for in-depth topics and SEO. When you answer complex questions or provide comprehensive guides, your content is more likely to attract links, shares, and higher engagement over time. 

The ideal blog length has always been a moving target. At one point, the wave of 750-word posts dominated the landscape, but as content marketing matured and competition grew, blog posts expanded to over 2,500 words to offer more comprehensive, valuable insights. This trend was further fueled by strategies like the SEO skyscraper technique, where longer content aimed to outperform competitors and earn backlinks. It wasn’t uncommon for articles to exceed 3,000 words, and many thought leaders (Criterion.B included) advocated for more in-depth content to meet rising expectations.

In fact, research supported the push for longer content. HubSpot found that the ideal blog length fell between 2,100 and 2,400 words. Similarly, Semrush revealed that articles over 3,000 words generated 138% more search traffic. 

However, with the surge of AI-generated content and the influence of the “TikTok Effect,” audiences now crave content that gets to the point faster. Today’s ideal length tends to hover between 1,500 and 2,000 words, striking a balance between depth and brevity. Neil Patel agrees, stating that the ideal content size is smaller now and quicker to reach the point. The key takeaway is that while word count still matters, quality and value are now the real metrics of success.

The performance of long-form video content also varies depending on the topic shared. On platforms like YouTube, longer videos (10 minutes or more) tend to rank higher in search results and generate more ad revenue. YouTube’s algorithm favors long-form video content because it keeps users on the platform longer, increasing engagement metrics. Some of the best long-form content on YouTube includes educational videos, detailed product reviews, and deep-dive tutorials.

For long-form video content, quality still matters. It’s not just about the length — it’s about how effectively the video engages, educates, or entertains your audience. A well-produced, long-form video can dramatically boost your channel’s visibility and lead to higher engagement, especially if paired with the right SEO strategies.

How Long Should Your Content Be?

So, what is considered long-form content, and how long should your content really be? The answer depends on your goals:

• For SEO: Articles between 2,100 and 2,400 words perform the best, according to HubSpot.
• For Engagement: Longer blog posts (around 3,000 words) and long-form video content (10+ minutes) are ideal for creating in-depth, shareable pieces that drive traffic.
• For Social Media: Short-form content (under 2 minutes for videos, under 1,000 words for posts) tends to get the most engagement, particularly on platforms like Instagram and Twitter.
• For Lead Generation: Both long and short content can be effective, but long-form content excels in building trust and nurturing leads over time.

The Verdict: Long-Form Content Is Here to Stay

Is long-form content dead? Absolutely not. 

In fact, it plays a critical role in building brand authority, improving SEO, and driving qualified leads. However, it’s essential to integrate short-form content as well, especially for social media engagement and brand visibility.

The key is balance. Create a mix of long-form vs. short-form content that caters to different platforms and audience preferences. Use long-form content to dive deep into topics, improve SEO, and establish authority, while short-form content can be used for brand awareness and quick engagement.

Whether it’s a 3,000-word article, a detailed case study, or a short, snappy video, content that delivers real value will always have a place in your marketing toolbox. So, while shorter attention spans might drive the demand for short-form content, long-form content isn’t going anywhere — and it’s still a crucial part of a well-rounded marketing strategy.

Proven Marketing Strategies From Industry Leaders You Can Start Using Today

Marketing can sometimes feel like a game of trial and error, but a few tactics consistently hit the mark. 

We’ve chatted with 16 industry pros who’ve nailed down the strategies that work, from the power of cause marketing to the smart use of content repurposing. 

Here’s a look at the marketing tactics these experts can’t live without — and why they’re so effective.

1. Champion Cause Marketing

One marketing strategy example that has shown immense success is cause marketing. Patrick Beltran, Marketing Director at Ardoz Digital, explains that this approach involves partnering with nonprofit organizations and charities to support meaningful causes. By aligning your multifamily brand with a cause, you add a human element to your marketing efforts, significantly boosting consumer perception and engagement.

“Consumers genuinely feel good about their purchases when they know their money is helping provide essentials like shelter, food, or other support to those in need,” says Beltran. The key to success with cause marketing is choosing a cause you are passionate about, as this authenticity drives better results for your campaigns.

2. Host Value-Packed Webinars

Webinars have become a staple in many marketing strategies due to their ability to provide value and engage directly with potential customers. Rohit Vedantwar, Co-founder and Director at Supramind.com, highlights the effectiveness of this tactic by sharing how his team’s webinars led to a 45% increase in qualified leads and a 30% rise in product trials within six weeks.

“Webinars position our brand as a thought leader while fostering a sense of trust and authority with our audience,” says Vedantwar. By offering actionable insights and detailed product demos, webinars attract participants and drive conversions by addressing the specific needs of your audience.

3. Segment Newsletters by Interest

Personalization in marketing is crucial, and one way to achieve this is by segmenting newsletters based on subscriber interests. Meaghan Maybee, Marketing Communications Specialist at pc/nametag, shares how her team’s segmented newsletters have led to higher open rates, click-through rates, and lower unsubscribe rates.

“Our marketing team creates multiple newsletter types according to a subscriber’s unique interests,” says Maybee. This approach ensures that the content delivered is relevant to where the subscriber is in their buyer’s journey, making them more likely to engage with the emails and ultimately convert.

4. Nurture Leads with Email Campaigns

Email marketing remains one of the most effective ways to nurture leads and build relationships with potential customers. Randy Speckman, CEO at Randy Speckman Design, swears by nurturing email campaigns, sharing how a seven-email drip campaign for an online course launch significantly increased sales on launch day.

“Email nurturing works because it builds familiarity and trust over time,” says Speckman. The key to success with email marketing campaigns is providing real value in each message, which helps establish your brand as an authority in your field and encourages recipients to take action when the time is right.

5. Present at Industry Events

Industry events offer a unique opportunity to showcase your expertise and connect with potential clients face-to-face. Nicole Farber, CEO of ENX2 Legal Marketing, shares how presenting at law schools and marketing conferences has led to multiple new clients and substantial new business.

“Presenting in front of audiences allows me to showcase my knowledge and expertise,” says Farber. By establishing yourself as a thought leader and providing valuable insights, you can generate leads and build credibility in your industry.

6. Create In-Depth Content Guides

Content marketing is a powerful tool for establishing your brand’s authority and driving qualified leads. Josh Cremer, CEO and Creative Director at Redfox Visual, shares how an in-depth guide on local SEO best practices significantly increased qualified leads for his agency.

“Content works because it establishes your expertise, builds trust, and provides value to readers,” says Cremer. In-depth content guides address key concerns and questions that your audience may have, positioning your brand as a go-to resource in your industry.

7. Optimize Paid Social Media Ads

Paid social media advertising allows you to reach your target audience with precision and scale your marketing efforts. Jeff McGeary, Founder & CEO, PracticeVIP LLC, shares how paid social media ads have driven substantial new revenue for his clients.

“For small practices especially, paid social advertising is a game-changer,” says McGeary. By targeting your ideal customers and crafting relatable messaging, you can generate high-quality leads and achieve a significant return on investment.

8. Maximize Reach with Content Repurposing

Repurposing content allows you to maximize the value of your marketing efforts by transforming a single piece of content into multiple formats. Vaibhav Kakkar, CEO of Digital Web Solutions, highlights how his team’s content repurposing strategy led to increased reach and engagement.

“We maximize the value of our content by transforming a single piece into multiple formats,” says Kakkar. This approach ensures that your core message reaches different audience segments, making your marketing strategies more efficient and impactful.

9. Personalize Your Email Marketing Campaigns

Personalization is key to effective email campaigns. Lauren Gast, Marketing Director at Truck Driver Institute, shares how personalized email campaigns have increased inquiries for their CDL training programs.

“It works because it creates a one-to-one and relevant relationship with the audience,” says Gast. By addressing the specific needs and interests of your audience, personalized emails can significantly boost engagement and conversion rates.

10. Showcase Customer Testimonials

Customer testimonials and case studies are powerful tools for building trust and credibility with potential clients. Tim Woda, Founder at White Peak, shares how leveraging customer testimonials led to an increase in leads and inquiries.

“Real-life success stories resonate with prospects far more than generic marketing messages,” says Woda. By showcasing the tangible benefits of your services through customer testimonials, you can convert leads into customers more effectively.

11. Produce Engaging Explainer Videos

Visual content, especially videos, is a highly effective way to communicate complex messages quickly and engagingly. Kevin Watts, President and Founder at Raincross, shares how an explainer video increased qualified leads by over 30% within the first month.

“Videos work because they can convey a complex message in a short, easy-to-understand format,” says Watts. Engaging visual content can capture the attention of your audience and drive them to take action.

12. Leverage Strategic Partnerships

Strategic partnerships allow you to tap into an established network and community, providing access to high-quality leads. Robert P. Dickey, President and CEO at AQ Marketing, shares how strategic partnerships have driven significant lead generation for his clients.

“Strategic partnerships work because you’re leveraging an established network and community that already trusts your partner,” says Dickey. By creating mutually beneficial partnerships, you can gain exposure to new audiences and drive organic growth.

13. Utilize User-Generated Content

User-generated content (UGC) adds authenticity to your marketing tactics by showcasing real customer experiences. Kam Talebi, CEO of Gigli, shares how utilizing UGC has improved their ROI and strengthened connections with customers.

“UGC is more effective than brand-generated content because it showcases the experiences that other people are having with our products,” says Talebi. Incorporating UGC into your marketing strategy can build trust and engagement with your audience.

14. Organize Industry-Specific Events

Industry-specific events directly engage your target market, making them a highly effective marketing tactic. Amar Ghose, CEO of ZenMaid, shares how organizing the “Maid Summit” significantly boosted brand awareness and generated high-quality leads.

“By bringing people together and providing valuable content, we not only increased our brand visibility but also maintained a steady flow of leads,” says Ghose. Organizing events allows you to connect with your audience on a personal level and establish your brand as a leader in your industry.

15. Tailor Marketing to Generational Segments

Understanding the unique preferences of different generational segments is crucial for crafting personalized marketing strategies. Farnam Elyasof, Founder of Flex Suits, shares how tailoring campaigns to Millennials and Gen X has optimized engagement and boosted leads.

“Being aware of generational nuances ensures that you are using the right marketing strategies to boost your leads and revenue,” says Elyasof. By addressing the specific needs and preferences of each generation, you can create more effective and relevant campaigns.

16. Offer Referral Incentives

Referral incentives are a cost-effective way to amplify word-of-mouth marketing and drive organic growth. John Cammidge, Handyman at Handyman John, shares how offering a 10% discount for referrals significantly boosted revenue and client loyalty.

“Referral incentives leverage trust — clients trust their friends’ recommendations,” says Cammidge. By rewarding existing clients for referring new customers, you can create a cycle of consistent growth and client retention.

Championing Success Through Strategic Marketing Tactics

These marketing tactics, championed by industry thought leaders, demonstrate the power of strategic, personalized, and value-driven approaches. Whether through cause marketing, personalized email campaigns, or organizing industry events, these marketing strategy examples have proven their effectiveness in driving results across various sectors. With these marketing tactics, you can enhance engagement, build trust, and achieve long-term success for your organization.

Content Marketing: Your Multifamily Brand’s Secret Weapon in Tough Times

Let’s be honest — everyone’s talking about content marketing these days, but it’s not just another buzzword when it comes to multifamily. It’s your secret weapon for building an outstanding multifamily brand identity. 

Sure, multifamily inbound marketing isn’t exactly groundbreaking, but here’s the thing: it’s often misunderstood. It’s not just about chasing leads — it’s about crafting a strong online presence, boosting brand awareness, and making your property the go-to choice in a crowded market.

Why Content Marketing Should Be Top Priority (Even When Budgets Are Tight)

In a year where the mantra is “stay alive until 2025,” it’s tempting to pull back on marketing budgets and wait for the market to bounce back. However, cutting content marketing might be a mistake that could cost you more in the long run. Inbound marketing remains one of the most cost-effective strategies out there, offering a high return on investment even when budgets are tight.

Consider this: content marketing campaigns cost 62% less to launch and maintain than other marketing campaigns. Despite the lower cost, the impact is significant. 

For instance, 51% of content consumption comes from organic search, meaning your content can continue to draw in traffic and build brand awareness without requiring constant ad spend. Additionally, content marketing is responsible for increasing lead generation according to 74% of companies — proof that it’s an investment worth maintaining.

Even in tough economic times, multifamily inbound marketing provides a sustainable way to stay visible and relevant. Over a third of businesses have recognized this, allocating 10% to 29% of their budget to content marketing. High-quality content is also the most effective SEO strategy for 59% of B2C marketers, underscoring its importance in driving organic traffic and improving search engine rankings.

Moreover, the role of inbound marketing extends beyond just budget efficiency. It’s about maintaining your brand’s presence in a competitive market. With 78% of people using social media as their primary way to find information on brands, having a consistent content strategy helps ensure that your brand remains top of mind for potential customers. And businesses that integrate link-building strategies with their content marketing report a 45% greater success rate, highlighting how these efforts can amplify your overall marketing effectiveness.

In-person events, webinars, email campaigns, organic social media platforms, and blogs are among the top-performing content marketing channels. Whether hosting a webinar or crafting a blog post, each piece of content contributes to your brand’s overall visibility and credibility. 

So, while the market might be uncertain now, maintaining or doubling down on your inbound marketing efforts can position your brand for tremendous success when the economy rebounds. 

Here are some additional tips for an effective content marketing strategy:

1. Start a Consistent Blogging Strategy

Blogging is a foundational element of inbound marketing that is crucial to building your brand identity. A well-maintained blog can significantly enhance your property’s visibility online. Here are some compelling reasons why:

• Increased Visibility: Websites with blogs have 434% more indexed pages, meaning they are more likely to appear in search engine results.
• Enhanced Trust: Blogs are rated as the fifth most trusted source for accurate online information.
• Brand Authority: Regular blogging helps establish your property as an authority in the multifamily industry, making it a go-to resource for potential residents.

Starting a consistent blogging strategy involves identifying the topics that matter most to your target audience and delivering content that addresses their needs and interests. This approach keeps your website active and helps build trust and credibility, essential components of a strong brand.

2. Tell Your Multifamily Brand Story

Every brand has a story to tell, and your multifamily property is no different. Your brand story is the narrative that encompasses your property’s values, mission, and the unique lifestyle it offers. Blogging and content creation are potent tools for sharing this story across various platforms, helping potential residents connect with your brand on a deeper level.

To effectively tell your brand story, consider it more than just marketing. It’s about creating an editorial vision that aligns with your brand’s identity. Whether through blog posts, social media updates, or video content, your storytelling should reflect the essence of your property and the experience it offers. This approach humanizes your brand and fosters a strong emotional connection with your audience.

3. Create Content That Resonates

Creating content that truly resonates with your audience requires a deep understanding of who they are and what they need. This is where a persona-driven strategy comes into play. By developing detailed resident personas, you can tailor your content to address your target audience’s specific pain points, desires, and lifestyle choices.

When creating content, it’s important to consider the entire customer journey. This involves crafting content that speaks to potential residents at every stage — from those just beginning their apartment search to those ready to sign a lease. By addressing the different stages of the renter’s journey — Awareness, Consideration, and Decision — you ensure that your content remains relevant and valuable, helping to build a lasting relationship with your audience.

4. Adopt a Persona-Driven Strategy

Understanding your audience is key to creating content that effectively builds your brand. A persona-driven strategy allows you to focus on your target residents’ specific needs and interests, ensuring that your content is always relevant and engaging.

Instead of trying to cover everything about your property, focus on what matters most to your audience. For example, if your target residents value sustainability, create content highlighting your property’s eco-friendly features. If your audience is primarily young professionals, focus on content that speaks to your property’s convenience and lifestyle benefits.

This targeted approach strengthens your multifamily brand identity and positions your property as the ideal choice for your target audience.

5. Maintain Consistency Across Platforms

Consistency is key to maintaining a robust multifamily brand identity. Whether it’s the tone of your blog posts, the imagery used in your social media, or the messaging on your website, everything should align with your brand’s identity. This uniformity ensures that your audience receives a cohesive message, reinforcing your brand’s presence and making it easily recognizable.

Utilizing tools like AMP Studio collateral templates can help maintain this consistency, allowing you to streamline your branding efforts across various channels. From floorplan sheets and brochures to email signatures and business cards, every piece of content should reflect your brand’s values and identity.

Why Outsource Your Content Marketing?

Outsourcing content marketing isn’t just a trend — it’s a strategic move that nearly half of all businesses embrace. In fact, 48% of content marketing is now handled by agencies or third-party companies. This approach allows businesses to leverage specialized expertise, particularly in graphic design, video production, and copywriting.

By outsourcing, you’re not just delegating tasks; you’re investing in the quality and effectiveness of your content. Consider this: 47% of outsourcing efforts focus on graphic design, ensuring that visuals are eye-catching and aligned with your multifamily brand identity. Meanwhile, 43% of businesses turn to experts for video design and animation, adding dynamic, engaging content to their marketing mix. And when it comes to articulating your brand’s message, 37% of content marketing efforts rely on professional copywriters to craft compelling narratives.

Outsourcing these creative tasks to an agency like Criterion.B can free up your time while ensuring your content is crafted with the expertise needed to resonate with your audience truly. With a team that understands the nuances of the multifamily market, we can help you build and maintain a strong, cohesive multifamily brand identity that stands out in a competitive landscape.

Make Your Brand Memorable, Not Just Noticeable

Think of multifamily inbound marketing as the cornerstone of your brand’s identity. It’s not just about getting noticed — it’s about making sure people remember you for all the right reasons. By staying consistent, you’re not just building a brand; you’re creating a lasting impression that keeps your property top of mind. 

In a sea of options, being the property that stands out isn’t just nice — it’s necessary. So, invest in your content, keep it authentic, and watch as your brand is not only recognized but respected.

Here Are the Missing Pieces in Your Multifamily Marketing Plan

Content marketing in the multifamily industry has long been an afterthought — nice to have but not essential. But as multifamily marketing trends shift, it’s clear that how we create content can no longer be an experiment or an afterthought. It’s the strategy.

Property management teams relied on static flyers, cookie-cutter ads, and generic website pages for years to engage with prospective renters. Today, that’s simply not enough.

Multifamily inbound marketing is about meeting renters where they are — searching, scrolling, and researching online. That means an effective multifamily content marketing strategy must be data-driven, omnichannel, and hyper-relevant to a specific multifamily buyer persona.

At Criterion.B, we’ve worked with multifamily properties nationwide to refine their marketing campaigns and adjust to modern renters’ expectations. And if there’s one takeaway from the last five years, it’s this:

If your multifamily brand identity isn’t aligned with the multifamily brand experience, you’re leaving leads (and leases) on the table.

What Residents Expect From Your Multifamily Content Marketing

Gone are the days when content was just a blog and a few Google Ads. Modern multifamily marketing goes beyond writing informative blog posts — it’s about crafting an experience that resonates with a target audience. It’s not enough to rank on Google; you need to convert the traffic once people land on your page.

Think about it: When potential residents search for “best apartments near downtown,” they don’t just want a list of properties. They want reviews, neighborhood insights, community engagement, and compelling content that reassures them they’re making the right choice. That’s why search engine optimization (SEO) alone isn’t enough. Multifamily SEO has to work in tandem with high-quality, engaging content that educates, informs, and builds trust.

Why Is Content Marketing Still Undervalued?

The biggest misconception in multifamily inbound marketing is that content isn’t a revenue driver. Some property management teams still consider it an expense rather than a core lead generation strategy. But the reality is that content isn’t just about rankings — it’s about influence.

Content builds trust. A strong Google Business Profile with detailed posts, FAQs, and resident reviews boosts credibility. Informative videos and testimonials on a social media platform increase engagement.

A well-optimized SEO strategy ensures your property is found before competitors. And most importantly, content helps renters see themselves in your community — before they even visit.

How to Build a Content Marketing Plan That Works

A successful content marketing strategy requires more than a few blog posts. Here’s what multifamily properties need to prioritize:

1. Know Your Audience, Build Your Persona

Your multifamily buyer persona determines everything: messaging, branding, social media marketing, and advertising strategy. Are you targeting young professionals, downsizing baby boomers, or remote workers? Your content must speak to their unique needs and expectations.

2. Leverage Multiple Channels

Your audience isn’t just on your website — they’re across multiple social media platforms, browsing on Google, and checking online reviews. Effective multifamily content marketing should be spread across organic search, email, video, and social media.

3. SEO + Content = Visibility

Writing great content is useless if no one sees it. Search engine optimization (SEO) is critical for long-term success. Whether optimizing for Google Business Profile, crafting data-driven blogs, or improving site structure, every piece of content should be working to increase organic traffic.

4. Prioritize Value, Not Just Promotions

Your marketing plan shouldn’t just push lease specials — it should position your property as a go-to resource. Think about content like:

• Apartment living tips
• Community guides
• Moving checklists
• Resident success stories
• Neighborhood spotlights

5. Social Media Is More Than Just Posting

Social media marketing for multifamily isn’t just about posting floorplans. It’s about storytelling. A smart multifamily branding agency will craft campaigns highlighting the multifamily brand experience, showcase resident testimonials, and engage with followers through interactive content.

Essentially, you must create great content and then adapt it across platforms. For example, a single blog post can be shared on Twitter with a snappy headline, extended to Instagram with an engaging image, and adapted to a shareable infographic. 

While social networks continue to grow more visual, multifamily marketing professionals will have the opportunity to be wildly creative in their cross-platform applications.

How Do You Justify the ROI of Multifamily Marketing?

If you’re approaching your content marketing strategy correctly, you can tie your efforts directly to ROI — both qualitative (brand-focused) and quantitative (business-focused).

Let’s take Zillow, for example. Its content strategy achieves highly targeted brand goals (i.e., establishing Zillow as a storyteller within real estate) and business goals (i.e., driving traffic to its website to increase conversions). It should work the same way for your multifamily property:

• What multifamily brand goals are you trying to achieve?
• What business goals are you trying to achieve?

No matter what your business is, your content marketing actions should be driven by the questions above. Only then can you develop a roadmap with a purpose and measurable objectives.

Are You Ready for the Future of Multifamily Marketing?

We’re at an inflection point. Inbound multifamily marketing is evolving, and renters expect more. They don’t just want listings; they want an experience. The brands that succeed will be the ones that invest in content — not as an afterthought, but as the foundation of their lead generation strategy.

If your multifamily marketing still feels stuck in the past, it’s time to rethink how you connect with potential residents. Content isn’t just king anymore — it’s the entire kingdom.