Reid Wicoff, CEO and co-founder of Digible, has officially gone solo… kind of. With David off running ultra-marathons (literally) and spending more time with his family, Reid decided to launch a new spinoff of The Digible Dudes called Riffing with Reid. Think of it as a mix between a rant, a ramble, and a reality check for multifamily marketing.
For his debut, Reid came out swinging with the first 10 of 100 no-BS multifamily marketing principles he plans to share. And instead of sugarcoating, he leaned into a framework we all know (and sometimes love to hate): Stop. Start. Continue.
4 Things Multifamily Marketers Need to Stop Doing
1. Stop Chasing the Multi-Touch Attribution Dragon
Multi-touch attribution sounds magical, but in multifamily it’s more like chasing Bigfoot: lots of blurry evidence, no real capture.
Between low traffic volumes, inconsistent data hygiene, and customer journeys that change on a dime, obsessing over multi-touch attribution (MTA) is a recipe for frustration. Look at trends, not every microscopic click.
2. Stop Obsessing Over Advertising Costs & Focus on ROAS
Stop obsessing over the management fee that is being charged. What matters is whether your ad dollars are pulling their weight. If you’re dropping fees but tanking lead quality, congrats, you just saved money and got nothing for it.
The real question you should be asking is what’s your Return-On-Ad-Spend (ROAS)? If you’re making $10 for every $1 spent, you’ll stop caring how the sausage gets priced.
3. Stop Prioritizing Sizzle Over Substance on Your Property’s Websites
Yes, your luxury website looks stunning. But if it loads like a dial-up modem and no one’s filling out forms, congratulations, you’ve built very expensive digital wall art. Websites are sales engines, not art galleries.
Conversion rate optimization (speed, form placement, usability) > “let’s make it moodier with another drone shot.”
4. Stop Treating SEO Like a Box To Check
Too many teams treat SEO like brushing their teeth – something you know you should do but barely think about. Wrong. You should treat SEO as a main channel that drives leads to your communities.
SEO drives both visibility (people finding you at all) and conversions (leads that never touched paid ads). And with AI search changing the game, SEO is about to become the main course, not the side salad.
3 Things to Start Doing In Your Multifamily Marketing
5. Start Defining What Failure Looks Like in Your Marketing Campaigns
Everyone sets success metrics, but very few define the flip side.
Without clear “failure” markers, campaigns just… linger. TikTok drove three leads instead of 30 – was that a win or a flop? If you don’t decide, you end up with a graveyard of mediocre, uninspired, and forgettable campaigns sucking up budget. Save yourself the purgatory.
6. Start Making Content Smart, Not Random
Posting a picture of the infinity pool is nice. Posting it because your analytics show it’s the #1-viewed amenity page? Smarter.
Better yet, if your AI leasing bot says 70% of inquiries are about pet policies, post about the pets in the community and details around what your pet policy is. Let data fuel your content calendar instead of “this photo looks pretty.”
7. Start Opening the Data-Kimono
Yes, it’s an odd phrase. But the point stands: share your anonymized data with partners.
Agencies, vendors, and even your internal teams can’t optimize in a vacuum. If you hoard data, you get siloed, inconsistent strategies. If you open up, you get smarter campaigns. It’s not risky – just anonymize, share, and reap the benefits.
3 Multifamily Marketing Things Worth Continuing
8. Continue Prioritizing Integration
Data integrations are the pipes that let your marketing engine flow. Without them, you’re basically duct-taping spreadsheets together and hoping for the best. Push your vendors, push your partners, push everyone to integrate. Every time a system connects, your campaigns get sharper and your job gets easier.
9. Continue Asking Your Vendors the Hard Questions
Marketers are getting smarter, and agencies are sweating a little.
When clients ask tougher questions (“Why this strategy? Why not shift the budget?”), everyone levels up. Lazy reporting is out, thoughtful dialogue is in. Keep pressing. Better questions = better results.
10. Continue Rethinking Your ILS Strategy
ILSs aren’t going anywhere, but the “platinum package and forget about it” era should.
“Think of ILS like online dating: you can cast a super-wide net and drown in unqualified leads, or you can get picky and attract fewer but better matches.”
Rethinking means negotiating smarter, testing different packages, and focusing on quality over volume.
Be Smarter With Your Property Marketing, Not Just Louder
If there’s a theme here, it’s this: be smarter, not louder. Stop chasing shiny objects, start grounding strategies in data, and continue pushing for sophistication across the board.
And remember, this was just 10 principles. Reid has 90 more to riff on this year, so buckle up. If this was “stop, start, continue,” the next 90 might just include “pray, pivot, repeat.”
Subscribe, Follow & Listen To More Riffing with Reid
If you’re enjoying the raw, unfiltered conversations on Digible Dudes: Riffing with Reid, don’t stop here. Subscribe and follow the podcast to keep up with every new episode.
Listen to The Digible Dudes on Spotify
Listen to The Digible Dudes Apple Podcasts
Hit that follow button today so you never miss an episode—and join us as we keep riffing, debating, and digging deeper into the world of multifamily marketing.
