Outdated Marketing Structures Are Costing You: Here’s How to Fix Them for 2025

The article “Outdated Marketing Structures Are Costing You: Here’s How to Fix Them for 2025” by Melissa Brady, published in Multifamily Executive on April 17, 2025, addresses the pressing need for multifamily property managers to modernize their marketing strategies.

Brady highlights that many marketing teams remain confined to outdated structures based on property type, region, or specific channels. Such siloed approaches fail to align with the integrated experiences today’s renters expect. To remain competitive, the article recommends restructuring marketing departments around three core pillars:

1. Brand and Communications: Ensuring a consistent and compelling brand narrative across all platforms is crucial. Inconsistent branding can dilute marketing efforts and reduce effectiveness.
2. Performance Marketing: Leveraging data analytics to drive decisions related to acquisition, retention, and revenue. Integrating performance marketing with pricing and operations can enhance leasing velocity and overall profitability.
3. Customer Experience (CX): Recognizing that the distinction between marketing and customer experience has blurred. Marketing teams should now oversee aspects traditionally considered operational, such as tech integrations and feature selections, to ensure seamless customer journeys.

The article also presents a case study where the company shifted from self-guided tours to AI-driven chat and lead nurturing. This transition led to improved engagement, faster response times, and higher conversion rates, underscoring the importance of adapting to consumer preferences.

In summary, Brady advocates for a holistic, data-informed, and customer-centric approach to marketing in the multifamily sector to thrive in the evolving landscape of 2025.

To read the full article, please visit www.multifamilyexecutive.com.