While outreach marketing is definitely the best way to go about it - one thing that can make your online marketing efforts more effective would be to get some mouse pads with your website in the local library, schools and businesses. Mouse pads may be a thing of the past in some places - but they can still be very popular. Make it a nice mouse pad, something they'll keep.

Great thoughts, all! What role do you think "Community Activism" should play? E.g., fundraisers (or "fun-raisers!"), food drives, yard sales, bake sales, blood drives, etc.?
Any really creative local marketing activities?

In small communities, I believe outreach marketing is a much better strategies. Visiting the local business, schools, hospital, police and fire depts. You can fax fliers offering a small discounts for police, fire fighters and teachers etc. (Having police live on-site can also create a more peaceful environment.)Mainly get involved in the community. Any major employer in the area is a good place to start. These leases also generate resident referrals to further reduce your ad/marketing cost. Just send a monthly flier with new apartment listing/ pricing. Free sites like Craigslist, Postlet and even Facebook are great but nothing beats Outreach when your competition is right next door.

What do you think the role of Internet Marketing (ILSes, craigslist, websites and SEO, etc.) are in rural and small town marketing?
Is your goal to get "churn" from the people who already live there? Or to entice folks from outside the fence?

Craigslist can be a great free tool. One thing we try to do is vary the times of day, titles and pictures on each of our posts so that people don't get frustrated with seeing the same ad over and over. Along with that we try not to over-post as well as that tends to bring the wrong type of feedback to the company. We also try to utilize our towns grocery stores to put fliers up on bulletin boards and we support our schools to keep our name fresh in peoples mind.

Seo will be a good option, if you want to advertise for your property in the urban area .As in the urban area every one use the internet frequenly and if advertising will be done through internet definitely it will be helpful