In this episode of The Property Playbook, Rory Anderson sits down with multifamily marketing veteran Rebecca Nagel—owner of Freebird Marketing & Photography—to break down what actually drives qualified traffic and signed leases (not just clicks and “pretty” posts).

Rebecca shares a memorable onsite story from her early leasing days that shaped her leadership style, then zooms out to the bigger picture: how to build a property brand that feels different, why professional photography still matters, and what most teams get wrong with social media. You’ll also hear her take on the most overrated marketing metric in multifamily, what to track instead, and why the best operators focus on patterns—because attribution will never be a perfect science.

If you’re a property manager, marketer, asset manager, or operator trying to improve leasing performance, tighten your marketing spend, and create a brand residents actually want to be part of—this one’s for you.

CHAPTERS:

00:00 Introduction to Property Management Leadership

02:37 Rebecca Nagel's Multifamily Journey

06:51 The Importance of Relationships in Property Management

12:26 Marketing Strategies for Multifamily Properties

15:52 The Role of Imagery in Marketing

22:44 Social Media Strategy for Property Management

28:08 Understanding Brand Identity in Multifamily Marketing

28:36 The Importance of First Impressions in Property Branding

33:05 Driving Quality Leads Through Marketing Investments

35:30 Evaluating KPIs for Effective Marketing Strategies

38:45 The Future of Marketing: AI and Innovation

41:03 Actionable Steps for Property Marketing

43:33 Leadership Principles: The Power of Communication

Key Words:

• Multifamily marketing
• Property management marketing
• Apartment marketing strategy
• Multifamily leasing
• Apartment leasing strategy
• Property management podcast
• Multifamily operations
• Apartment branding