Ep 39: How to Build a Smarter Marketing Budget for Your Community
A strong marketing budget is not just a line item—it is a leasing strategy.
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down how communities should build smarter marketing budgets that support occupancy goals, improve lead quality, and reduce reactive spending.
From paid search and SEO to creative assets, ILSs, email, and reputation management, this episode explains how to think strategically about where your dollars go—and how to know whether they’re actually working.
You’ll learn:
- Why every budget should start with your leasing goals
- The key marketing categories every community should plan for
- Common budgeting mistakes, like overspending on underperforming channels
- How lease-up budgets differ from stabilized property budgets
- Why creative assets like photos and video must be included
- How to measure success using leads, tours, leases, and conversion rates
- Why smarter budgeting is about spending better, not always spending more
To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
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Written by Josh Grillo
Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.
