Internet Listing Services (ILS) have been one of the most reliable ways to capture renters who are actively searching for an apartment. They deliver high intent traffic and often sit close to the final step in the leasing journey. 

But there is a catch.

ILS platforms only reach renters who are already searching. By the time a prospect lands there, they are comparing dozens of communities at once. And every property on the page is competing for the same attention.

This is why many multifamily teams are starting to expand their strategy beyond listing platforms. Instead of relying heavily on one channel, they are adding top of funnel digital marketing that introduces their community earlier in the renter journey.

The goal is not to replace ILS overnight. It is to reduce dependency over time by creating more ways for renters to discover your property directly.

Here are five practical steps to start making that shift.

Step 1: Shift Your Marketing Mindset and Metrics

The first change is not tactical. It is strategic.

Most multifamily marketing strategies are built around last click conversions. In this model, the channel that delivers the final lead gets the credit.

This often makes ILS appear to drive most leases.

But renters rarely discover a property through a single interaction. They may see an ad, search the property name later, browse the website, and only then submit a lead through a listing platform.

In other words, awareness often happens long before the final click.

To better understand performance, marketing teams should begin measuring additional indicators such as:

  • Website traffic and new users
  • Branded search volume
  • Engagement on property pages
  • Micro conversions such as brochure downloads or map views

These metrics reveal how renters are discovering and researching your community earlier in the process.

Top of funnel marketing does not produce instant leases, but it creates awareness that makes future conversions easier.

Step 2: Turn Your Property Website Into a Leasing Engine

If direct digital marketing is going to play a larger role, the property website needs to do more than host basic information.

Think of your website as the hub of your leasing strategy. When renters arrive on a listing platform, they are immediately surrounded by competing communities. When renters land on your website, the experience is entirely focused on your property.

That makes the website one of the most powerful assets in your marketing portfolio.

Strong property websites typically include:

  • High quality photos and virtual tours
  • Clear amenity descriptions and lifestyle content
  • Interactive floor plans and pricing information
  • Helpful neighborhood and community insights

When renters spend time exploring a well-built website, they arrive at the leasing conversation with much stronger intent.

Local search optimization also plays an important role. Optimizing pages for phrases like “apartments in [city]” or “apartments near [landmark]” helps properties capture search traffic without relying on third party listings.

Step 3: Use Digital Marketing to Reach Renters Earlier

ILS platforms reach renters when they are actively apartment hunting. Digital marketing allows you to introduce your property earlier in the process.

This is where top of funnel campaigns come into play.

Platforms like Instagram, TikTok, Facebook, and YouTube allow multifamily teams to showcase the lifestyle behind a community. Instead of focusing only on floor plans and pricing, these channels highlight the experiences renters care about.

Examples include:

  • Rooftop views and amenities
  • Walkable neighborhoods and nearby restaurants
  • Resident events and community features
  • Pet friendly spaces or fitness areas

These campaigns help renters become familiar with a property before they ever begin comparing listings.

Display advertising and video campaigns can serve a similar role. They introduce your property to renters who may not yet be actively searching but will soon enter the market.

When those renters eventually start their apartment search, your brand already feels familiar.

Step 4: Start Small With a Strategic Budget Shift

Reducing reliance on ILS does not require a dramatic budget overhaul. Many multifamily teams start by reallocating a small portion of their marketing budget to top of funnel initiatives.

A common approach is the 15 to 20 percent rule. Instead of shifting everything at once, allocate roughly 15 to 20 percent of your advertising budget toward digital campaigns that drive renters directly to your website.

This might include:

  • Social media awareness campaigns
  • Paid search campaigns focused on property branding
  • Local SEO improvements
  • Display or video advertising

As these efforts begin generating more direct traffic and branded searches, marketing teams can evaluate which channels are delivering the strongest engagement.

Over time, that insight makes it easier to adjust spending and reduce investment in lower performing placements.

Step 5: Understand What Success Looks Like

Top of funnel marketing works differently than traditional listing platforms. Because it reaches renters earlier in their journey, results appear in stages.

During the first few weeks, marketing teams often see increased impressions, website traffic, and new visitors.

Within a few weeks, engagement tends to grow. Renters spend more time on the site, view multiple pages, and interact with floor plans or amenity sections.

Over time, these interactions translate into stronger leasing conversations and lower overall cost per acquisition.

The most important result is not just more traffic. It is more control over how renters discover and evaluate your community.

Building a More Balanced Leasing Strategy

ILS platforms still serve an important purpose in multifamily marketing. They help renters compare options and often capture leads close to the decision stage.

But relying on them as the primary leasing channel creates limitations.

Adding direct digital marketing introduces a new lever that properties can control. It allows marketing teams to influence the renter journey earlier, build brand familiarity, and guide prospects directly to their own website.

Over time, this approach creates a more balanced leasing strategy.

One that does not depend entirely on a single platform, and one that gives multifamily teams more flexibility as markets and renter behavior continue to evolve.

Curious What Reducing ILS Dependence Could Look Like for Your Portfolio?

Many multifamily teams are exploring how direct digital marketing can complement their existing leasing strategy.

The process often starts with a simple step. Understand where your current traffic comes from, identify opportunities to drive more renters directly to your website, and test new channels that expand awareness.

At Digible, we help multifamily operators analyze marketing performance, evaluate lead quality, and build digital strategies that give teams more control over leasing outcomes.

If you are curious how your marketing mix could evolve beyond heavy ILS reliance, start a conversation with us to learn more.