If you're busy debating whether print or digital marketing collateral in multifamily is the way to go—you may be asking the wrong question. The real priority is whether your brand messaging and visuals are connecting with your audience. The format won't matter if the foundation of your brand isn't in place.

A strong brand strategy should always guide decisions about marketing collateral in multifamily. Every brochure, flyer, social ad, or digital campaign must align with your brand positioning, messaging, and visual identity. Collateral is the output—but it can't replace the foundation.

Skipping strategy is costly. We love beautiful design, but we also know that without a brand story and a clear positioning strategy, design alone won't get results. The story your apartment community tells—about who you are and why you're different—must drive your marketing collateral, whether print or digital.

When building an apartment community brand, knowing your ideal residents is the most critical step. Their demographics, geographics, psychographics, and buying behaviors will determine whether they connect more with print or digital marketing collateral.

For example:

• Residents who enjoy clipping coupons or using direct mail may respond better to printed collateral.
  
  
• Digital-native audiences—especially Gen Z—expect digital-first touchpoints.
  
  
• Millennials value digital convenience but also appreciate tactile, branded print experiences.
  
  
• Gen Xers balance both, while Boomers often prefer print formats with simple digital support.
  
  

Your brand guidelines should already reflect these insights, making it easier to decide on format.

Some multifamily segments require layered approaches.

Senior Living: Prospective residents and their families both play roles in the decision. Direct mail may resonate with seniors, while digital ads target adult children researching online. Notably, 75% of U.S. consumers begin senior living searches online, yet 70% prefer speaking with someone before deciding. A dual-format approach is essential.

Student Housing: Students may engage more with digital, but parents often need printed collateral. A multi-pronged marketing approach reaches both decision-makers effectively.

Location and culture shape how residents consume marketing collateral in multifamily. Communities in areas with strong local newspapers may still find success with print advertising. In multilingual markets, collateral should reflect that reality—whether digital ads or print brochures, residents need to see both languages represented.

It's tempting to assume digital always wins, but research shows otherwise.

• A Virginia Tech study revealed 82% of recipients remembered a print campaign, compared to 49% who remembered the online version.
  
  
• Despite digital dominance, 73% of U.S. internet users discover new brands through "offline" channels like TV, radio, and print.
  
  
• Print ads also earn higher trust, with 82% of U.S. consumers trusting print sources versus far lower digital trust levels.
  
  

Trust matters in multifamily marketing. Choosing a home is a high-stakes decision, and trust can make or break conversion. Print collateral can often help establish credibility that digital alone may not.

Different property types require different strategies. Senior living and student housing, for example, each face unique challenges and costs. Competition for digital ads may push budgets higher, while print may deliver better ROI for trust-building campaigns.

Tracking performance is critical. Use promo codes, call tracking, or CTAs like "Mention this postcard" to determine how print collateral performs compared to digital.

When deciding on marketing collateral in multifamily, ask:

• How personalized should this campaign be?
  
  
• Does your audience value tangibility?
  
  
• What reach do you want to achieve?
  
  
• What's your budget, and how will you measure ROI?
  
  
• Do you need the flexibility of A/B testing in digital?
  
  
• Does your audience prefer interactive or static content?
  

In most cases, the strongest marketing collateral in multifamily blends both print and digital. For example:

• To drive online tour bookings → use digital ads that link directly to your site.
  
  
• To encourage physical visits → send direct mail with an exclusive in-person offer.
  
  

Balancing both ensures you're meeting residents where they are, across multiple touchpoints, while maximizing budget and ROI.

Marketing collateral in multifamily isn't about choosing print or digital—it's about aligning every piece with your brand strategy and your audience's preferences. With solid brand foundations and a clear understanding of your ideal residents, your collateral—whether a digital ad or a printed brochure—will work harder to build trust, capture attention, and ultimately convert prospects into residents.