More advertising won't fix a problem that isn't actually about advertising.

In Part 5 of The Property Playbook's Multifamily Marketing Mini-Series, Rory Anderson and marketing strategist Derek Miller go back to marketing fundamentals with a multifamily twist: the 4 Ps—Product, Price, People, and Promotion.

When occupancy is struggling, the first instinct is often to generate more leads. But what if the real issue is pricing, an outdated property, aggressive concessions from competitors, or a leasing team that needs additional training?

Derek shares how his team uses the 4 Ps alongside leasing funnel data and conversion KPIs to diagnose underperforming properties. They discuss everything from evaluating competing communities and improving tour conversions to refreshing a property's digital presence without breaking the budget.

The big takeaway? Not every marketing problem is a promotion problem. Understanding which of the 4 Ps needs attention can help teams make smarter decisions, improve leasing performance, and spend marketing dollars where they'll have the greatest impact.

🎧 Listen now and subscribe to The Property Playbook for more actionable multifamily marketing strategies and leadership insights.

TO CONTACT OUR GUEST:

DEREK MILLER

TO CONTACT OUR HOST:

RORY ANDERSON

KEYWORDS: Multifamily marketing, 4 Ps of marketing, apartment marketing, property management, multifamily leasing, leasing conversion rates, apartment occupancy, multifamily marketing strategy, property performance, leasing funnel

What if one of your biggest marketing opportunities isn’t sitting in your prospect pipeline—but is already living at your property?

In Part 4 of our Multifamily Marketing Mini-Series, Derek Miller and Rory Anderson explore why marketing shouldn’t stop when a resident moves in.

From resident events and newsletters to maintenance interactions, reviews, renewal campaigns, local partnerships, and simple personal touches, every interaction shapes how residents feel about your property—and whether they choose to stay.

Derek and Rory also discuss why retention is about more than avoiding turnover. Residents who feel known and valued are more likely to renew, become advocates, leave positive reviews, and tell others why they should live there too.

The takeaway: Sometimes the best marketing outcome isn’t another lead. It’s the resident who renews—and then tells someone else why they should live there too.

🎧 Listen now and subscribe to The Property Playbook for the rest of our Multifamily Marketing Mini-Series.

CHAPTERS

00:00 Enhancing Resident Experience and Retention

00:34 The Importance of Marketing and Operations Alignment

00:34 Bridging the Gap: Communication Between Teams

00:34 Implementing Technology and Training for Success

00:34 Understanding the Customer Experience

00:34 Identifying Marketing Pitfalls

00:34 Homework for On-Site Teams

00:34 The Role of Property Managers in Marketing

00:34 Conclusion and Call to Action

04:04 Creative Community Engagement Strategies

10:57 Enhancing Resident Experience and Retention

15:38 Understanding the Cost of Resident Turnover

TO CONTACT OUR GUEST:

DEREK MILLER

TO CONTACT OUR HOST:

RORY ANDERSON

Keywords: Multifamily marketing, resident retention, resident experience, multifamily renewals, property management, apartment marketing, resident engagement, resident satisfaction, apartment leasing, multifamily operations

Marketing doesn’t stop when someone fills out a guest card—and operations doesn’t start when someone signs a lease.

In Part 3 of our Multifamily Marketing Mini-Series, Derek Miller and Rory Anderson explore what happens when marketing, operations, and onsite teams stop working in silos and start owning the customer journey together.

From AI and CRM automation to onsite feedback, technology implementation, local outreach, and the prospect experience, Derek shares why even great marketing tools can create problems when teams aren’t communicating.

The challenge from this episode is simple: Find one place where marketing and operations aren’t communicating—and fix it!

🎧 Listen to Breaking Down the Silos and subscribe to The Property Playbook so you don't miss the rest of our Multifamily Marketing Mini-Series.

CHAPTERS

00:43 The Importance of Marketing and Operations Alignment

01:59 Bridging the Gap: Communication Between Teams

04:41 Implementing Technology and Training for Success

07:11 Understanding the Customer Experience

09:51 Identifying Marketing Pitfalls

12:34 Homework for On-Site Teams

15:06 The Role of Property Managers in Marketing

16:31 Conclusion and Call to Action

TO CONTACT OUR GUEST:

DEREK MILLER

TO CONTACT RORY: rorypropertyplaybook@gmail.com

KEYWORDS: Multifamily marketing, property management, multifamily operations, apartment marketing, leasing strategy, marketing and operations, customer journey, resident experience, property management technology, multifamily leadership