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In multifamily marketing, a well-crafted call to action (CTA) — the specific action you want your audience to take next — can make all the difference. It’s the trigger in your content strategy that inspires clicks and, hopefully, further action.
Unfortunately, many marketers make the mistake of placing all their focus on the content — and, to be clear, that is crucial — but leave little thought, creativity, or imagination for the CTA. And after all the work you put into creating compelling content, it’s a tragic miss if your CTA falls flat.
From apartment lease-up strategy to full resident retention, the most effective and attention-grabbing CTAs are those that resonate with an individual’s specific needs, and they should be tailored and personalized to the audience you are trying to engage.
The good news: Creating CTAs that truly connect with prospects and residents doesn’t have to be complicated — it just requires intentionality. By understanding why CTAs matter and how to shape them for different channels, you can transform everyday interactions into meaningful engagement.
Let’s explore practical examples and strategies that will help you craft attention-grabbing CTAs that not only capture interest but also move your audience to take action.
Jump to a Section
- Why Do Strong CTAs Matter in Multifamily Marketing
- 6 Tips for Crafting Compelling CTAs on Your Website
- How to Drive Action With Email and Text Campaign CTAs
- How You Can Amplify CTAs With Video
Why Do Strong CTAs Matter in Multifamily Marketing
In multifamily marketing, your content may grab attention, but it’s the call to action that determines whether interest turns into a decision. A strong CTA guides prospects and residents toward a desired action, whether that’s scheduling a tour, starting an application, or renewing a lease. And without a clear and compelling directive, even the best marketing message can leave your audience unsure of what to do next, leading to missed opportunities that quickly add up — but not in a good way.
Beyond simply prompting clicks, CTAs reinforce your brand voice and ensure your marketing feels intentional. For example, “Schedule Your Tour Today” feels more urgent and persuasive than a generic “Learn More.” This subtle difference can directly impact conversion rates, helping you move people further down the leasing journey with confidence.
Strong CTAs also matter because today’s renters are inundated with choices and information. By including a well-crafted CTA, you raise your chances of cutting through the noise by being specific, relevant, and timely.
In resident communications, this might mean prompting a renewal conversation early with “Secure Your Spot for Another Year,” or encouraging community engagement with “RSVP to Tonight’s Resident Social.”
Research by HubSpot found that personalized CTAs outperform basic CTAs by 202%. When personalized to the renter’s stage in the journey, they help you build trust and demonstrate you understand their needs. So, yes, they matter because CTAs are more than marketing afterthoughts — they are powerful tools that drive engagement and conversions.
6 Tips for Crafting Compelling CTAs on Your Website
Most of the digital strategies of your multifamily marketing plan likely lead back to your community website, which is great! Your website offers numerous opportunities for highly tailored and personalized CTAs. And in many cases, it’s often the first impression a prospective renter has of your community.
To be effective, these CTAs should be clear, prominent, and aligned with the user’s intent. Here are a few best practices to keep in mind:
1. Make CTAs Stand Out Visually.
Use design elements such as contrasting colors, bold fonts, and strategic placement to ensure your CTAs don’t get lost in the page design. Buttons like “Schedule a Tour” or “Check Availability” should catch the eye quickly, especially on high-traffic pages like floor plans and amenities.
2. Keep the Language Action-Oriented.
Strong CTAs use precise, direct verbs that encourage immediate action. Instead of vague options like “Click Here,” use more specific prompts such as “Apply Now,” “See Pricing,” or “Start Your Virtual Tour.” This eliminates confusion and makes the benefit of the click obvious.
3. Place CTAs Where They Align With User Behavior.
Position CTAs where prospects are most likely to make a decision — next to floor plan details, under virtual tours, or at the bottom of community amenity pages. Don’t just place them at the top of the page and hope because hope is not a strategy. Instead, think strategically about when the user will be ready to act.
4. Use Multiple CTAs — But Don’t Overwhelm.
Having more than one CTA across a page is a smart approach, but they should be consistent and intentional in their design. For example, you might include “Schedule a Tour” buttons in multiple sections, but avoid offering too many competing CTAs that could distract or overwhelm the visitor.
5. Optimize for Mobile.
A large percentage of apartment searches happen on mobile devices. CTAs should be thumb-friendly, easy to tap, and just as visually prominent on a phone as they are on a desktop.
6. Test and Refine.
Every audience is different, so run A/B tests with different button text, colors, and placements to see what drives the most clicks and conversions. Small changes in CTA design can often lead to significant improvements in results.
While website CTAs are an essential piece of your multifamily marketing plan, they are just one piece of the puzzle. You also need to think strategically about how you use them in your email marketing and text campaigns.
How To Drive Action With Email and Text Campaign CTAs
Email and text campaigns are essential tools in any multifamily marketing plan. They consistently deliver strong results. When paired with thoughtful — and, as you probably already guessed — personalized CTAs, they become even more powerful.
A well-crafted CTA ensures that your message doesn’t just land in someone’s inbox but motivates them to take the next step toward leasing or engaging with your community, generating more impactful results for you and your team.
The key is matching your CTA to the information a prospect provides. For example, if a prospect has expressed interest in a studio apartment, you want to:
- Do This: “Check out the view from this studio apartment — available right when you need it!”
- Not This: “Check out this beautiful 3-bedroom unit.”
Relevance matters. And even when you don’t have detailed information on a prospect, you can still personalize the CTA by highlighting the value and benefit of living in your community. Your reviews and testimonials — “Hear why residents say this is the perfect place to call home.” — work exceptionally well here in helping tell your story.
💡 If you’re struggling to build a strong pool of reviews, read “10 Ways To Ask for Apartment Reviews and Encourage Feedback.”
As prospects move further down the multifamily marketing funnel, your CTAs can become more direct and incentive-driven. Phrases like “Ready to get the keys? Sign your lease today, and we’ll waive the application fee” help remove barriers and create a sense of urgency.
For residents, email and text CTAs are equally valuable for building community engagement. A simple reminder, such as “Don’t miss our fall festival — RSVP here,” keeps residents connected and reinforces positive relationships.
Ultimately, strong CTAs in your email and text campaigns make your outreach more than just one-way communication tools; they have the potential to inspire action. By matching the right message with the right CTA, you’ll capture attention while likely increasing conversions, renewals, and resident satisfaction.
How You Can Amplify CTAs With Video
CTAs need to grab attention and deliver something of real value. And one of the most effective ways to achieve this is by incorporating video. Video has become a cornerstone of apartment marketing strategies because it instantly brings your community to life, offering prospects a glimpse of what it’s like to live there.
Because remember this: When your CTA links directly to a video, you create a richer, more engaging experience, and prospects are far more likely to click.
Why does this matter? Video CTAs drive higher engagement and conversions compared to static links or text alone. Recent data shared in “Video Marketing Statistics for 2025: Trends & Insights” shows that landing pages featuring video can boost conversion rates by up to 80%, demonstrating the powerful impact a video CTA link can have in motivating someone to take action.
💡 Need help with filming unit tours that help drive leases? Download “Lights, Camera, Lease! Your Quick Guide To Filming a Scroll-Stopping Unit Tour.”
So whether you’re offering a walk-through of a model unit or sharing resident testimonials, embedding a video into your CTA can significantly shorten the path from discovery to leasing.
Think about it. A button that says “Take a 60-Second Tour Now” or “See What Residents Love Most” promises immediate, visual content that feels personal and trustworthy. Instead of telling prospects why your property is special, video shows them — whether that’s through a virtual tour, a resident testimonial, or a quick showcase of amenities.
Sample Video CTAs for Your Multifamily Marketing
- “Take a 60-Second Virtual Tour of Your Future Home.”
- “See Inside This Studio Apartment Before It’s Gone.”
- “Watch Why Residents Say This Is the Best Place To Live.”
- “Click To Explore Our Resort-Style Amenities in Action.”
- “Hear From Residents: Why They Chose [Community Name].”
- “See How Easy Moving In Can Be — Watch Now.”
- “Take a Video Walk-Through and Picture Yourself Here.”
More importantly, the impact of an impactful CTA extends beyond prospects at the top of the funnel. Video CTAs can nurture leads further down the leasing journey by answering common questions, helping solve and fix common maintenance issues, showing move-in-ready units, or highlighting special offers. For current residents, they can build community by recapping events or promoting upcoming gatherings in a more dynamic way than simply using text.
Even better, when you choose a solution like Realync’s Virtual Leasing and Video Tools, you gain a robust set of features, including an Analytics Dashboard and Live Video Intelligence, that improve your multifamily marketing ROI.
So here’s the bottom line: Strong CTAs are more than clever copy — they’re the bridge between interest and action in your multifamily marketing strategy. Whether you’re building awareness through your website, nurturing prospects with email and text campaigns, or amplifying engagement, well-crafted CTAs help guide renters confidently along their journey. By being intentional, personal, and creative, you can transform your calls to action into one of the most effective tools in your marketing toolbox.
Isn’t it time to take your CTAs — and your marketing results — to the next level?
Explore how Realync’s Virtual Leasing and Video Tools can help you create attention-grabbing, high-converting experiences that convert.
