In this episode of Riffing with Reid, Reid Wicoff sits down with Digible’s own strategy wizard, RayAnn Corton, to unpack a problem quietly affecting multifamily marketing budgets everywhere.

Many operators are still relying on the same two channels they have trusted for years: internet listing services (ILS) and paid search.

For a long time, that approach worked. Leads came in. Dashboards looked clean. Attribution was easy to explain to ownership. Today, that same strategy is often doing the opposite. It is driving up cost per acquisition and forcing operators to compete harder for the exact same renters.

“If you are sticking to just ILS and PPC, you are really limiting the exposure your property could have,” RayAnn said on the podcast. 

The Hidden Cost of ILS Only Marketing

ILS and paid search are powerful channels. They capture renters who are looking for apartments. The problem is they live almost entirely at the bottom of the marketing funnel.

When every property relies on the same two channels, the competition intensifies. Costs increase while visibility stays limited.

RayAnn explains that operators often invest heavily in search without realizing the long-term impact. “You are paying to be there, not necessarily paying for the leases those platforms generate.”

Without upstream demand, properties are essentially bidding against competitors for the same pool of renters.

Why Multifamily Marketers Hesitate to Diversify

If diversification lowers acquisition costs, why do so many properties stick to one or two channels?

The answer is visibility.

ILS and paid search provide clean, simple attribution. Leads appear clearly in dashboards, which makes reporting to ownership straightforward. Upper-funnel channels are harder to track, which makes marketers nervous.

RayAnn explains that hesitation clearly. She says, “Those upper-funnel channels are not always as visible in attribution or reporting.”

In other words, the strategy feels safe. Even when it is becoming less efficient.

How Non-ILS Marketing Channels Lower Cost Per Acquisition

The solution is not to abandon search or ILS. Those channels still play a critical role in capturing demand. The real opportunity lies in building awareness before renters begin searching.

Upper-funnel channels, like social media, search engine optimization (SEO), and email marketing, help renters discover a property earlier in their decision journey. That exposure increases brand familiarity and lowers competition when they eventually search.

Reid explains, “Platforms like TikTok help express the vibe of the property, which this generation puts enormous priority on.”

Unlike a search ad or listing page, video content allows prospects to see the lifestyle of a community before they even schedule a tour.

Why Gen Z Renters Search Differently

Another reason single-channel strategies struggle today is that how renters search on the internet for apartments has changed.

Gen Z renters do not follow a traditional research path. Instead of starting with apartment directories, they often explore communities through social content first.

They look for things like:

  • Lifestyle content from residents
  • Walkthrough videos of units
  • Responses from property teams in comments
  • Authentic reviews and discussions

This type of discovery builds familiarity before renters ever type a search query.

By the time they reach Google, they may already have a property in mind.

What Success Looks Like When You Market on Non-ILS Channels 

One of the biggest challenges with upper-funnel marketing is measurement. Engagement metrics alone rarely tell the full story.

Instead, RayAnn recommends focusing on broader performance signals across your marketing ecosystem.

Some of the most important indicators include:

  • Growth in branded search traffic
  • Increased direct and organic website traffic
  • Higher returning visitor rates
  • Lower overall cost per acquisition

RayAnn says, “The main driver of success is whether diversification lowers your cost per acquisition.”

In many cases, expanding the media mix can reduce acquisition costs by 20% or more.

The Future of Multifamily Marketing

Looking ahead, the industry may face another major shift with the rise of AI-driven search.

As renters rely more on AI tools, SEO, structured content, and strong property visibility will become even more important. Marketing strategies that combine demand generation, strong content, and diversified channels will likely outperform those that rely on a single lead source.

The takeaway is simple: marketing only on ILSs may feel predictable, but it rarely stays efficient for long.

Want to Watch the Full Episode?

This recap only covers part of the conversation. In the full episode, Reid and RayAnn dive deeper into media mix strategy, how to measure upper-funnel marketing correctly, and what AI search may change for multifamily marketers.

Catch the full episode of Riffing with Reid on Spotify, Apple Podcasts, or YouTube.

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