$100K Lease-Stakes 
The Myth of “Instant Leads” in Apartment Marketing
If you’ve ever found yourself wondering, “Why doesn’t adding more money to paid search immediately generate more leads?” or “How do I know if my awareness campaigns are actually working?” – you’re not alone.
Many multifamily marketers focus heavily on bottom-funnel, lead-focused campaigns (think Google PPC or ILS listings) because they provide direct, measurable results. But here’s the reality: not every prospect is ready to sign a lease the first time they see your ad.
Renters go through a journey before making a decision, and upper-funnel marketing strategies (awareness campaigns, social media, display ads, video marketing, etc.) lay the groundwork for future conversions. Ignoring these efforts reduces your long-term lead volume and makes it harder to stay competitive in an increasingly digital rental market.
So, let’s break down why upper-funnel strategies matter, how they impact leasing success, and how to measure their effectiveness.
Understanding the Renter’s Journey
Before a prospect schedules a tour or fills out an application, they typically move through three key stages:
1. Awareness Stage (Upper Funnel)
- Renters start researching options but may not be ready to commit.
- They’re browsing Google, Instagram, TikTok, and YouTube for inspiration.
- They may not even be sure which city, neighborhood, or property type fits their needs yet.
Try these upper-funnel tactics:
✔ Social media ads showcasing lifestyle perks and unique amenities
✔ Display ads & video marketing to build brand awareness
✔ SEO & content marketing (neighborhood guides, apartment living tips)
✔ Local influencer partnerships to reach targeted renter demographics
2. Consideration Stage (Mid Funnel)
- Renters have narrowed down their options and started comparing properties.
- They read reviews, visit websites, and engage with social media content.
- This is where your brand needs social proof and compelling CTAs.
Try these mid-funnel tactics:
✔ Retargeting ads on Facebook & Google for visitors who’ve engaged with your content
✔ Resident testimonial videos & Google Business Profile reviews
✔ Interactive content like virtual tours & “schedule a tour” CTAs
✔ Branded email nurture campaigns to keep prospects engaged
3. Decision Stage (Lower Funnel)
- Renters are ready to schedule a tour, submit an application, or sign a lease.
- They’re comparing pricing and availability, and finalizing their choice.
Try these lower-funnel tactics:
✔ Google PPC ads targeting high-intent searches like “apartments near me”
✔ Special leasing offers & move-in incentives promoted via email & SMS
✔ Live chat & instant scheduling tools to reduce friction in the leasing process
✔ ILS (Apartment List, Zillow, Apartments.com) for direct lead capture
❗️Key Takeaway: If you’re only investing in lower-funnel tactics, you’re competing for renters who are already in decision mode, often in a bidding war with competitors. But if you nurture leads early in their journey, prospective renters are more likely to choose you when they’re ready to sign.
3 Reasons Why Upper-Funnel Strategies Matter for Multifamily Marketers
1. They Keep Your Leasing Pipeline Full
If you’re only investing in lower-funnel PPC campaigns, your lead volume will be inconsistent. Why? Because bottom-funnel efforts only capture immediate demand, meaning you’ll see fluctuations based on seasonality and market trends.
Example: A multifamily property running only PPC ads sees a lead drop-off in winter months. Meanwhile, a competitor who invested in social media, content marketing, and video ads earlier in the year is still receiving consistent inquiries from renters they engaged with months ago.
❗️Pro Tip: Run a mix of awareness campaigns (upper-funnel) and conversion campaigns (lower-funnel) to keep traffic steady year-round.
2. They Reduce Cost-Per-Lead Over Time
Awareness campaigns drive brand recognition, which means renters are more likely to click your ad or search for your property by name when they’re ready to rent. This reduces your reliance on expensive PPC bids.
Example: A property investing in upper-funnel Facebook and Instagram ads sees an increase in organic search traffic for their brand name, lowering their cost-per-click on Google Search ads by 25%.
❗️Pro Tip: Combine paid social awareness ads with SEO-optimized content marketing to drive brand searches and reduce paid ad dependency.
3. They Help You Stand Out in Competitive Markets
In a crowded market, simply bidding on apartment keywords isn’t enough, you need a strategy that differentiates your brand. Upper-funnel marketing lets you tell a compelling story and build a unique identity renters connect with.
Example: Two properties in the same neighborhood are competing for the same prospects. One runs standard search ads, while the other invests in:
✔ TikTok & Instagram Reels showing off resident events and pet-friendly spaces
✔ YouTube video ads with virtual tours & community highlights
✔ Influencer marketing partnerships showcasing real resident experiences
Guess which one renters remember when it’s time to choose?
❗️Pro Tip: Use video marketing and storytelling in your upper-funnel efforts to establish an emotional connection with renters before they even start touring.
How to Measure Upper-Funnel Success
One of the biggest concerns we hear is: “How do I know if upper-funnel campaigns are working?” Here’s how you can track success:
📊 Engagement Metrics: Clicks, video views, social shares, ad reach, and brand mentions
📈 Brand Lift: Increase in direct website traffic & branded search queries
🎯 Lead Attribution: Use multi-touch attribution models to track how many leases were influenced by awareness campaigns
📅 Long-Term Conversion Trends: Compare lead volume & cost-per-lease before & after launching upper-funnel strategies
Final Thoughts: A Full-Funnel Approach Wins the Leasing Game
Multifamily marketing isn’t just about chasing bottom-funnel leads, it’s about building a strong presence throughout the renter’s journey so that when they’re ready to lease, they already know, trust, and prefer your community.
✔ Upper-funnel strategies build awareness & long-term demand
✔ Mid-funnel efforts nurture prospects & reinforce credibility
✔ Lower-funnel tactics convert high-intent renters into leases
Want a multifamily marketing strategy that works at every stage? Digible specializes in full-funnel digital marketing solutions that drive real results. Let’s chat about how to maximize your leasing pipeline!
