MARKETING
Reaching the Right Renter: Strategies for Hyper-Targeted Multifamily Marketing
BY ASHLEY TYNDALL
In a sea of apartment ads and email campaigns, today’ s renters are no longer impressed by broad-stroke marketing. They want to feel seen, understood, and catered to. And with the everexpanding capabilities of data-driven tools, multifamily brands now have the opportunity to speak directly to niche segments of their renter audience like never before.
Welcome to the age of hyper-targeted multifamily marketing, where the right message meets the right renter at exactly the right time.
THE PROBLEM WITH ONE- SIZE-FITS-ALL
It’ s easy to fall into the trap of generic messaging. After all, a great pool photo or polished amenity list feels like it should appeal to everyone, right?
But in truth, what resonates with a young professional seeking a vibrant, walkable lifestyle is very different from what attracts a growing family looking for great schools and extra storage.
Mass marketing not only dilutes your messaging, but it also leads to missed opportunities for connection. And when prospective renters feel like your property“ just isn’ t for them,” they move on quickly, often without a second look.
HYPER-TARGETING STARTS WITH RENTER PERSONAS
Before marketing to a specific audience, you must understand who they are. That’ s where multifamily buyer personas come in. Personas are detailed profiles representing your ideal residents based on demographics, behaviors, motivations, and challenges.
32 | TRENDS MAY 2025 www. aamdhq. org