Is your apartment marketing strategy stuck in a rut? Discover the common mistakes that could be dragging your property’s success down and learn how to turn things around. As your to-do list for multifamily advertising grows, it’s important to prioritize which tasks will be the most effective. Start by identifying and addressing marketing pitfalls that might be holding your property back.
Simple adjustments in your approach can make a big difference in your community’s success. Even with great marketing ideas, their impact can be limited if professionals don’t execute them. Regularly review your marketing strategies, analyze your data, and make adjustments as needed. Use the list of common marketing mistakes below to know how you can make long-term adjustments that will increase your property ROI!
1. Misleading Listings that Undermine Trust
One of the most damaging marketing mistakes is promoting an apartment unit with details that don’t match what’s actually available. This includes using model-unit photos for every listing, leaving out key details like the absence of in-unit laundry, or posting outdated prices. These practices may raise click-through rates for a short time, but they lead to lower leasing conversions and higher turnover. Apartment List’s internal data shows that renters are 56% more likely to abandon a property search after finding out a unit was misrepresented during a tour.
To prevent this, use a listing compliance system that checks each unit’s online details for accuracy. Platforms like Knock CRM and Funnel Leasing now support real-time syncing of unit-level content. This ensures that only verified features, such as square footage, floor level, and renovation status, appear in listings.
Use tags like “Actual Unit Photos” or “Recently Renovated” on your property site to help renters spot real listings right away. Properties using these transparency tactics see review ratings increase by up to 22% within six months. This jump is linked to reduced friction for lease buyers and higher satisfaction.
2. Overpricing Your Apartment Units
Overpricing apartment units is one of the most common and costly mistakes in rental property marketing. When rents are higher than the local market average, listings often get filtered out by renters using search tools with price limits. A Zillow rental trends report found that listings priced 5 to 10 percent above the market average received 43 percent fewer inquiries.
The impact goes beyond fewer inquiries. Overpriced units often stay vacant 19 days longer and attract less reliable tenants, who default more often because of the price mismatch. This hidden cost adds up over time through longer holding expenses and delayed cash flow.
To stay competitive, landlords should use hyperlocal tools like Rentometer Pro, which includes census tract data for micro-market comparisons, or Zumper Pro, which shows real-time pricing heatmaps from active listings. These tools help landlords set rent based on floor plan, amenities, and leasing speed, instead of relying on broad ZIP code averages.
Pricing based on live, local data, not just comparable listings, leads to more qualified leads, faster leasing, and fewer rent concessions. This approach is especially important in crowded markets or when launching a new development, since early pricing mistakes can slow down the whole leasing process.
3. Lack of Video Content
A great way to catch your prospects’ attention is with a high-quality video of your property. A well-made video can show off your property quickly and effectively. If your website isn’t using video, you might be missing out on a big opportunity to impress visitors. Video can be multipurpose on your apartment website, apartment social media, and more. It’s an investment that will reach your potential tenants and showcase your property in the best way possible.
To fix this, start by creating a professional video tour of your property. You will want to work with professional videographers to ensure that your video is high-quality and engaging. You should also have virtual tours on your website that will allow your prospects to navigate through your floor plans. These visual forms of content will increase your engagement and help more prospects apply. Adding these videos can help attract more interest and showcase your property in the best light.
4. Outdated Floor Plans
Are your floor plans up-to-date? Updated floor plans can make a big difference for your prospects. Floor plans show the layout of your apartments and can help highlight special features. It’s important that your floor plans are displayed properly on your website and are built to inform your residents.. Many properties make the mistake of using outdated or inaccurate floor plans. Your floor plans may not be displayed well on your website, where your apartment availability should be clear.
To improve this, start by updating your floor plans with high-quality 2D or 3D images. Make sure they are easy to find on your website and clearly show the layout of your apartments. Work with apartment marketing experts to highlight them professionally on your website. Floor plans will help prospects better understand your space and make your property more appealing.
5. Your Site Isn’t Mobile Friendly
Not making your website mobile-friendly is a big mistake when it comes to attracting more residents. Since most people use their phones to browse on the internet, your site needs to work well on mobile devices. Some properties may assume that a website automatically works on mobile, but it needs specific adjustments to function properly.
To fix this, ensure your website is designed to work smoothly on all devices. A responsive website design will adjust accordingly to the device that a user is on. Your apartment website should be optimized for smaller screens and page speed. Work with professional developers to ensure that the technical elements of your website are tested regularly and developed correctly.
6. Poor Website Content
Good website content is essential for any apartment marketing strategy. If your content is poorly written or not well-organized, it will be hard for both visitors and Google to understand. Good content helps your site rank higher in search results, which is essential to attract more residents. It also helps those reading your website to be properly informed. If your website has unprofessional or outdated content, you’re likely deterring prospects daily.
To fix this, make sure your website content is clear and relevant to your local audience. Use keywords that people search for and write in a way that’s easy to read. This will help Google understand your site better and improve your search ranking. Regularly review and update your content to keep it effective and engaging. Many property managers make the mistake of writing their own content that is not SEO friendly or written professionally.
7. Low-Quality Photos Cost Leases
Pictures can make or break a prospect’s decision to lease an apartment. Great photos can attract people and encourage them to schedule a tour. On the other hand, poor-quality photos might turn them away and make your apartment seem less appealing. Clear and well-lit pictures can help showcase your property and its features, making it easier for potential renters to imagine themselves living there.
To fix this, make sure all your apartment photos are high-quality and look professional. Update any old or unappealing images with new and clear photos. Good pictures will help show off your community and make people more interested in scheduling a tour. Consider hiring a professional photographer if possible, as they can ensure the photos capture your property in the best light.
8. Poor SEO
Every apartment community needs good search engine optimization (SEO) to succeed online. Without it, people might have trouble finding your website. Poor SEO can lead to lower search rankings, fewer visitors, and overall fewer renters. Problems like a slow website, confusing navigation, and a lack of local SEO content can result in a decrease in traffic. These issues can hurt your community’s reputation and make it harder to attract new tenants.
To get the best results with apartment SEO, it’s a good idea to work with a marketing agency that specializes in this area. At Market Apartments, we know how to improve your website’s ranking on search engines and can handle the technical details for you. By partnering with the right experts, you can focus on running your apartment community while they work to drive more traffic to your site and attract potential renters.
9. Confusing Social Media Strategy
Having an Instagram or Facebook account alone won’t attract new renters. Many property managers spend time or money on social media but don’t see results, often because they expect it to drive leases the same way a listing site does. Social platforms work differently. They help build awareness and trust, not generate immediate applications. Instead of repeating unit posts, show your community’s personality.
Highlight local businesses, post behind-the-scenes staff moments, and share rental tips your audience can use. To build recognition and connection, focus on lifestyle and local engagement. Use LinkedIn separately when targeting property investors or owners. This group has different interests and expectations.
10. Ignoring Google Ads for Local Leads
Many apartment communities avoid using Google Ads because of past failures or unclear results. But when used the right way, local Google Ads for apartments can bring in renters who are already searching for terms like “apartments near me” or “1-bedroom apartment in [City Name].” You don’t need a large budget to begin. Start with a small, local campaign that uses keywords matched to your floor plans and current availability.
Set up conversion tracking to see which clicks lead to applications. Free tools like Google’s Keyword Planner can help you choose the right phrases. Call-only ads can work well if your leasing team is available to answer right away. Don’t dismiss paid search just because social ads didn’t work. Google Ads reach people who are ready to rent and actively searching.
11. Ignoring Short-Form Video
Many properties assume they’ve covered video marketing because they posted a long-form tour on YouTube. If you’re not using short-form video on TikTok or Instagram Reels, you’re missing the chance to reach younger renters, especially Gen Z.
This audience doesn’t just watch ads. They also watch apartment tours, decor tips, and “what $1,400 gets you in [City]” videos. Many assume polished videos are more effective, but that’s not always true.
Gen Z cares more about authenticity than polish. Short, casual videos filmed on a phone often perform better than scripted ones. Try clips such as day-in-the-life videos, unique unit features, or community events. Post consistently. Focus on sparking curiosity rather than aiming for perfection. Let renters see the personality behind your property.
12. Legal Mistakes in Advertising
Legal mistakes in apartment marketing can lead to fines, complaints, or lawsuits under the Fair Housing Act and state housing laws. Many violations happen because of ad language that unintentionally suggests a preference or leaves people out. Phrases like “ideal for singles” or “not suitable for families” can be flagged as discriminatory, even if not meant to be.
In states like California and Texas, leaving out a broker’s license number in digital ads can lead to penalties. Misleading pricing, like advertising base rent without required fees, can also break consumer protection laws.
To lower your risk, review listings with the HUD Advertising Guidelines checklist and set up a review process that includes a compliance check before posting. If you’re unsure, get legal advice before running any unusual promotions or using unclear language.
13. Not Using Apartment Texting
Apartment texting is a great tool for sending messages to all your residents quickly. It’s a fast and easy way to share important information like maintenance updates, event reminders, or urgent notices. Texting is also a useful marketing tool and the best way to engage your renters for positive reviews and referrals.
To start using apartment texting, set up a texting service that lets you send messages easily to all your residents. By keeping your residents informed and engaged, texting helps build a stronger, more connected community. Plus, it shows that you care about their experience, which can lead to more positive feedback and higher satisfaction.
14. Your Website Loads Slow
Page speed is very important for your website because it impacts both your visitors and how Google ranks your site. A website that loads quickly keeps people interested and encourages them to stay longer, which can lead to higher search engine rankings. On the other hand, a slow website can frustrate visitors and cause them to leave before they even see what you have to offer.
To improve your page speed, start by checking how fast your website currently loads using free online tools. Next, make sure your website has fast-loading images and the right coding. In order to accomplish this, you will need professional and technical experts to review your website development. Keeping your website well-maintained will ensure it runs quickly and smoothly, which will make visitors happier and help improve your position in search engine results.
15. Not Using Keywords
Your apartment website might have great content, but it could be missing important keywords. Keywords are the words or phrases people type into search engines when looking for something. Using these keywords on your website helps people find you more easily and improves your search ranking on Google.
To improve this, include relevant keywords throughout your website content. Every website needs local content and information to stand out. This includes content that highlights local attractions and nearby destinations. This helps search engines better understand what your site is about and makes it easier for local people to find your apartment community. By using the right keywords and local details, you can attract more visitors and increase your chances of getting more qualified leads.
16. Not Improving Your Online Reputation
Some apartment properties might get a lot of reviews all at once but then stop getting new ones. Even if you have 40-50 reviews, you should always continue to seek positive reviews. Getting more reviews can help boost your search engine ranking and show potential renters that your property is a great place to live.
To fix this, create a plan to ask your residents for reviews regularly. You can encourage them to share their thoughts on review sites like Google or Yelp, and social media platforms like Facebook. You might send friendly reminders via email or text, or even offer small incentives like gift cards. The more genuine reviews you collect over time, the better your property will look to both search engines and future renters. This ongoing stream of positive feedback will help build a strong reputation and improve your apartment marketing reach.
17. Not Optimizing Google Business Profile
Many properties create a Google Business profile but often forget to maintain it. Simply creating a profile isn’t enough; it’s important to keep it current. Keeping your profile up to date can boost your search engine ranking and make your property more attractive to potential renters.
To make sure your Google Business profile stays well-maintained, regularly add new photos, refresh current promotions, and verify that all details are accurate. Encourage residents to leave reviews directly on your profile and respond to them to show prospects you’re engaged. An active profile will draw more attention, enhance your online visibility, and make your property more appealing to those searching for their next home.
Turn Apartment Marketing Mistakes into Success Stories!
Improving your apartment marketing strategy doesn’t have to be hard. By fixing common mistakes, you can make your property more successful. Start with small, smart changes, and keep checking to make sure they’re working well. Even great ideas need to be done right to be effective. By staying active and working with experts, you can increase your property’s visibility, attract more renters, and get better results.
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Categorised in: Apartment Marketing
This post was written by Isabella Housel
Isabella Housel is a passionate and versatile professional writer with a deep love for words and a commitment to crafting compelling content that engages, informs, and inspires. With many years of experience in the industry, she has honed her skills across various genres, from creative storytelling to informative articles and technical documentation.