Why Cold Calling Is Falling Short in Multifamily Marketing + How to Adapt

Revolutionize Your Multifamily Marketing Plan: Say Goodbye to Cold Calling

Cold calling has long been a staple in sales strategies, but in today’s multifamily marketing landscape, it’s becoming an outdated and inefficient approach. As buyers have more access to information than ever before, the days of the cold call, where you hope to reach a prospect who has never heard of your property, are increasingly behind us. Let’s explore why cold calling no longer works and how to shift your focus to a more effective multifamily marketing plan.

The Problem With Cold Calling Today

Today’s consumers have grown accustomed to controlling the flow of information. Prospects no longer want to receive unsolicited calls. Instead, they prefer researching their options online at their own pace. The internet allows multifamily buyers to gather information and form their opinions long before they engage in any form of direct communication.

This shift makes traditional cold calling less effective. Buyers can bypass sales pitches by finding answers to their questions online, and when they are ready to take action, they’re more likely to reach out to properties that have already built a relationship with them through strategic online content. This is where the power of content-driven marketing comes into play.

However, time and time again, we see industry professionals who cannot seem to shake the old-school approach. Something to keep in mind is that consumers are not the only ones with access to the internet. You can also use it to stay updated on your target customers’ issues and formulate ways to resolve them.

With access to robust market data and advanced tools, multifamily marketers now can engage prospects with content that aligns with their needs. By understanding your multifamily buyer persona and creating a multifamily brand story that resonates with them, you can generate warm leads that come to you, rather than having to interrupt them with a cold call.

As a commercial real estate marketing agency, we understand the power in numbers. 

Content Is the New Cold Call

As much as outbound calls have been the cornerstone of many sales processes, inbound multifamily marketing offers a smarter way to engage prospects. With multifamily content marketing, your property can provide the information prospects need to make informed decisions. Inbound marketing attracts buyers by creating content that speaks directly to their needs and answers their questions before they ever pick up the phone.

Today, more than 75% of consumers say receiving customized content makes them more likely to consider a brand, and 78% are more likely to purchase after engaging with personalized communications. On the other hand, cold calling is a generic, one-size-fits-all approach that fails to meet the buyer where they are. Multifamily inbound strategies provide a more tailored experience, engaging prospects with relevant content that educates, informs, and builds trust.

As a multifamily branding agency, we know that the effectiveness of marketing today relies on content that’s personalized and valuable. Instead of cold calling to persuade prospects to consider your property, you can bring them in with content that addresses their questions, pain points, and goals. From blog posts and white papers to video tours and social media engagement, multifamily branding done well serves as a tool to nurture leads before they ever reach out.

How to Shift Away From Cold Calling: 3 Effective Alternatives

So, how do multifamily marketers successfully build relationships without relying on the outdated practice of cold calling?

Here are a few strategies that can transform your sales approach and increase multifamily lead generation:

1. Network at Industry Events

Building relationships through networking is one of the most effective ways to grow your brand presence without the need for cold calling. Attending events like the National Apartment Association Apartmentalize or the Texas Apartment Association One Conference allows you to engage with other industry professionals and prospective clients.

Networking isn’t about pushing a sale but building trust and rapport. Establishing yourself as an authority in multifamily marketing can lead to speaking engagements, increased credibility, and more leads down the line.

2. Contribute Content to Relevant Publications 

Content is a powerful asset in inbound multifamily marketing, and one of the most accessible avenues to build a sense of authority. Publishing articles, guides, and blog posts that answer common renter questions builds your multifamily brand identity and establishes you as an expert.

For example, creating content focused on your city’s “Best Neighborhoods for Young Professionals” or an in-depth guide to moving into an apartment helps foster a relationship with your audience. As your content becomes more aligned with what your multifamily buyer persona is looking for, you’ll see organic traffic rise, leading to more inbound leads without the need for cold calling.

Submit an article to a magazine publisher you know your customers will read, or create your blog. Furthermore, you don’t always have to publish your work. Reposting another blog by a reputable source will help gain attention and credibility.

At Criterion.B, our multifamily marketing plan includes guest posts and contributing articles to industry publications. If you take a quick look at our blog, you might notice a couple of guest posts now and then. These are relationships we are continually building. Our team also regularly publishes content for several publications, including the National Apartment Association, Texas Apartment Association, Units Magazine, Multifamily Insiders, and more.

3. Engage Past Customers and Build Relationships

A strong, organic way to grow your business is to focus on existing clients and encourage repeat business. The relationships you build will be at the core of your business. It’s as simple as that. Many of our most successful projects stem from previous clients who contacted us again after experiencing the value of our services. People are willing to pay a higher price when they know they are getting good service.

The multifamily brand story and brand experience you’ve built should continue to resonate with clients over time, keeping them engaged. Building relationships through consistent follow-ups, personalized emails, and providing value through updated services can keep your brand top-of-mind when they’re ready for more. While one customer might not have the budget, resources, or capabilities to become your customer right now, this could change in a year or two, so always keep that line of communication open.

Shifting Your Multifamily Marketing Plan for Success

As a multifamily marketing agency, we understand the need to adapt to an ever-changing digital landscape and adjust your multifamily marketing plan. While cold calling once worked, the modern approach requires a strategic shift toward multifamily inbound marketing. The days of purely relying on outbound efforts are fading as more prospects expect to research and decide based on the content you create. Whether through blog posts, SEO-optimized websites, social media campaigns, or email marketing, the focus is on nurturing relationships, providing valuable insights, and meeting prospects where they are.

With multifamily branding, it’s about creating content that not only speaks to renters’ needs but builds trust and establishes authority in the industry. Once your property has built up a reputation through consistent, engaging content, your multifamily marketing plan becomes less about selling and more about building a genuine relationship with your customers. Through multifamily graphic design, your property can create a compelling online experience that connects with prospective renters on a deeper level.

In the long run, shifting your focus to inbound strategies and moving away from cold calling will lead to more engaged prospects, stronger relationships, and a more sustainable approach to multifamily marketing. The key is creating a unique brand that resonates with your audience and using the right digital marketing tools to amplify your reach and connect with prospective renters before they even need to make a call.

Remember, it doesn’t matter which multifamily marketing plan or strategy you use as long as you treat the customer with the utmost importance.