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When I first started working in multifamily, I quickly learned that driving top of multifamily marketing funnel leads takes more than passing out flyers in the neighborhood or posting photos on social media. It’s really about sparking curiosity to make someone think, “I want to check this place out.”
Over the years, I worked onsite in several roles, including Director of Education and Marketing Director, before stepping into my current role as Sr. Director of Brand and Events at Grace Hill. Those experiences showed me just how much a strong top-of-funnel marketing strategy can shape leasing success and overall property performance.
Why Awareness Matters More Than Ever
Here’s the thing: Awareness has gotten a whole lot tougher. Renters today are overwhelmed with options and digital noise. A single prospect might have ten tabs open, comparing communities, floor plans, and reviews before ever clicking “schedule a tour.” That’s why the awareness stage of the multifamily marketing funnel is so critical. If you don’t stand out early with authentic, relatable content, you risk getting lost in the shuffle.
It’s More Than Just Being Seen
Awareness is about more than just getting your community’s name out there. Renters want to feel what life might be like in your community from the very first click. That means top-of-funnel marketing has to go beyond driving traffic. It should show your personality, build trust, and spark enough interest to keep prospects moving forward — first to a tour, and then to a signed lease.
3 Practical Multifamily Marketing Awareness Strategies
We recently published a comprehensive article, “How to Build a Multifamily Marketing Funnel That Actually Converts,” where we share proven strategies to attract renters, guide leasing, and convert tours into signed leases. Here are a few points from the article that I think are essential:
1. Get Found Online
Multifamily SEO strategies may not sound exciting, but they often determine whether prospects even discover your property in the first place. Ranking well in local search can be the difference between being on a renter’s short list or never being seen at all.
2. Manage Property Reviews
Glowing reviews are gold, but unanswered negative feedback can stop renters in their tracks. Responding quickly and authentically — to the good and the not-so-good — shows that you care and builds credibility.
3. Create Multifamily Content That Converts
This is where the fun really starts. Short video tours, blogs about your neighborhood, and behind-the-scenes posts about your team help renters picture themselves living in your community.
These are just a few of the strategies the article covers, but focusing on these ensures your property stands out online, builds trust with prospects, and keeps your multifamily marketing funnel full from first click to signed lease.
A Quick Example From My Own Experience
One of my favorite awareness strategies came from trying to lease units that had been sitting vacant for way too long. We decided to create what we called “Lease Me & Keep Me” units. The idea was simple but powerful: We’d paint an accent wall, add a large canvas piece of art, and throw in a few decorative touches. For less than $100, we transformed the look and feel of the space.
Then came the fun part. Our leasing team would record a short video tour of the unit, post it on social, add it to our website, and use it in follow-ups with prospects. Suddenly, those long-term vacant units were gone in a week or less. Sister communities even adopted the idea after seeing the results. And when new residents moved in, we’d ask them to share their own photos online, which created even more buzz.
That little experiment proved to me that awareness doesn’t have to be expensive — it just has to be creative, authentic, and shareable.
Let the Data Be Your Guide
And the best part? The data is there to tell you what’s working. Page views, clicks, reviews, and social engagement are more than numbers. They are clues about what renters care about most. When you use that insight to fine-tune your marketing, awareness stops being a guessing game and starts becoming a growth engine.
I always tell teams that top-of-funnel marketing should feel less like shouting into the void and more like opening a conversation. You’re not just trying to be seen, you’re trying to be remembered. And when you get that right, everything else in the funnel gets easier.
Ready To Strengthen Your Funnel?
If you’re ready to go deeper, I highly recommend checking out the complete article, ”How to Build a Multifamily Marketing Funnel That Actually Converts.” It walks through all three stages of the multifamily marketing funnel, with practical strategies you can put into play right away. You can also download our printable multifamily marketing funnel infographic to keep by your desk for quick inspiration.
Because at the end of the day, awareness is not just about being visible. It is about being intentional, relatable, and authentic. And that is how you turn casual browsers into future residents.
