Let's set the scene.A prospective renter finds your apartment community online. The website loads slowly. The floor plans are hard to find. There's no clear way to apply.Back button. Exit. Gone.Now imagine the opposite:They land on your site. It's clean, fast, and mobile-optimized. Applying takes minutes. Paying rent later is a breeze. Maintenance requests? Handled with a few taps.That's not luxury anymore. That's the bare minimum in 2025.An ...

Bonus depreciation was always supposed to phase out. But thanks to the One Big Beautiful Bill Act (OBBBA), signed into law in 2025, it's now permanently back and baked into the tax code.That means multifamily investors once again have the opportunity to fully expense qualifying property, with no sunset dates. 100% bonus depreciation is here to stay for any qualified property you place in service after January 19, 2025.Whether you're a general par ...

No matter what size property you own or manage, the key to success is efficiency. In practical terms, that means keeping occupancy rates high and rents competitive while at the same time controlling and reducing expenses that affect your bottom line. Unfortunately, there isn't a magic button called "efficiency" that will automatically make your property as profitable as possible. But the good news is that it doesn't have to be an unreachable goal ...

Let's be honest: if you're selling into the multifamily space right now, you're not just competing with other suppliers—you're competing with inbox fatigue, demo exhaustion, and the mental firewall operators have built to protect their sanity.The truth is, it's never been harder to earn attention. But it's also never been more possible to stand out—if you're thoughtful about how you approach the conversation.This post is for those of us who want ...

Every apartment community presents a unique opportunity to build a brand. Whether you're naming a new lease-up or refreshing an existing multifamily property, your branding approach shapes the way residents perceive the experience—before they even visit the leasing office. But how do you decide which apartment branding strategy is right for your portfolio?While there's no one-size-fits-all solution, most multifamily brands fall into one of three ...

"Good enough." You hear it everywhere in multifamily. It's the mantra of minimal viable product: fill the vacancy, but just barely. Touch up paint rather than a proper make ready.  Answering service responses that feel like a black hole. That, frankly, is insufficient effort. It's the shortcut that always costs more. A resident's maintenance issue lingers, your online reviews plummet, a prospective renter walks out feeling ignored ...

It's easy to get caught up in dashboards and digital performance, but the best marketing still starts at the curb.I say that not just as a marketer, but as someone who's been on both sides of the leasing desk. I've worked the front lines and I've sat in the strategy room. And the campaigns that drive results, the ones that move the needle on NOI, are never the ones that live solely in a slide deck.They're the ones that start with buy-in from the ...