Marketing Manager

The Marketing Manager – Multifamily is responsible for developing and executing portfolio-level marketing strategies that drive qualified traffic, lead conversion, occupancy, and revenue across a portfolio of multifamily communities (including stabilized, lease‑up, and renovation assets). The role balances strategic planning with hands‑on execution, partnering closely with operations and onsite teams to ensure marketing efforts support overall asset and company goals.

Key Responsibilities

Portfolio & Strategy

• Develop and execute comprehensive marketing plans for a portfolio of multifamily communities, aligned with company and ownership objectives.
• Partner with Regional/Property Managers and onsite teams to identify asset needs and tailor marketing strategies by property, submarket, and lifecycle stage.
• Conduct ongoing market and competitive analysis (rents, concessions, absorption, positioning, amenities, and marketing tactics) to inform pricing and promotional strategies.
• Support new development, acquisitions, and renovations with branding, positioning, go‑to‑market plans, and launch campaigns.

Digital Marketing & Demand Generation

• Plan, launch, and optimize digital advertising campaigns (ILS, PPC/SEM, paid social, display, retargeting, geofencing, etc.) to drive qualified leads and tours while managing to budget and ROI.
• Oversee and optimize property websites and landing pages, ensuring accurate content, real‑time pricing/availability, strong SEO performance, and an effective user experience for lead capture.
• Collaborate with internal teams and external partners to manage SEO, reputation management, social media, and lead tracking platforms.
• Develop and execute email and nurture campaigns to support prospect follow‑up, lease‑ups, renewals, and resident engagement initiatives.

Brand, Content & Creative

• Maintain and elevate brand standards across all digital and print assets, ensuring consistent messaging and visual identity for the company and individual communities.
• Create and oversee marketing collateral including brochures, flyers, signage, floorplan sheets, virtual tours, video, photography, and social content.
• Support lease‑up and renovation marketing with tailored campaigns, events, and outreach efforts to highlight new features, amenities, and value propositions.

 Analytics, Reporting & Optimization

• Monitor key performance indicators (website traffic, source performance, lead volume, conversion rates, occupancy, and marketing spend efficiency).
• Analyze campaign and channel performance data to make data‑driven recommendations, reallocate budgets, and continuously improve results.
• Provide regular reporting and insights to leadership and operations teams on marketing effectiveness, risks, and opportunities by community.

Stakeholder & Vendor Management

• Serve as the primary marketing point of contact for assigned regions/properties, building strong relationships with Regional Managers, Property Managers, and corporate stakeholders.
• Manage marketing vendors and agency partners (ILS, PPC/SEO, social, creative, reputation management, etc.), including scope definition, implementation, and performance review.
• Support business development and client retention efforts through marketing presentations, proposals, and showcasing marketing capabilities and results when applicable.

Training, Support & Leadership

• Train and coach onsite leasing and property teams on marketing best practices, lead handling, outreach, social media usage, and review generation.
• Develop and maintain marketing playbooks, templates, and toolkits to drive consistency and efficiency across the portfolio.
• Participate in regional and company meetings, sharing performance insights, best practices, and action plans for underperforming assets.
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Qualifications

Experience

• 5+ years of progressive marketing experience, with at least 3+ years in multifamily, residential real estate, or property management marketing.
• Demonstrated success driving traffic, occupancy, and revenue for a portfolio of communities (regional, centralized, or corporate marketing role).
• Experience managing digital marketing programs and vendors, including ILS, PPC/SEM, SEO, social media, and reputation management platforms.

Skills

• Strong understanding of multifamily fundamentals (leasing funnel, occupancy and renewal drivers, pricing and concessions, resident lifecycle, and Fair Housing awareness as it relates to marketing and advertising).
• Proficiency with marketing and analytics tools, such as Google Analytics, Google Ads, social ad platforms, CRM/lead management systems, and marketing automation tools.
• Excellent project management skills and the ability to manage multiple communities, priorities, and deadlines in a fast‑paced environment.
• Strong copywriting, editing, and communication skills with a focus on customer‑centric, brand‑aligned messaging.
• Demonstrated analytical mindset, comfortable using data, dashboards, and operational metrics to make informed decisions.

Education & Other Requirements

• Bachelor’s degree, Communications, Business, or a related field preferred; equivalent experience considered.
• Knowledge of Fair Housing laws and advertising best practices as they relate to multifamily marketing (in partnership with operations/compliance).
• Ability to travel periodically to communities for site visits, photoshoots, events, and strategy sessions.

Key Competencies

• Strategic and tactical thinker who can both design and execute effective marketing plans.
• Collaborative partner with strong relationship‑building skills across marketing, operations, and external vendors.
• Results‑driven, with a focus on measurable outcomes and clear linkage between marketing activity and leasing performance.
• Customer‑centric, with a strong understanding of prospect and resident needs and expectations.
• Highly organized, detail‑oriented, and able to manage multiple concurrent projects.
•  Innovative and curious, staying current on trends, tools, and best practices in multifamily marketing.