Straight answers for apartment marketers
92 questions, each answered up front, with the source named and the date we last checked it.
Apartment marketing budgets
How to size, defend and split an apartment marketing budget without guessing.
- How much should an apartment community spend on marketing per unit?
- How do I build a marketing budget from my leasing goal?
- How do I justify a bigger marketing budget to an owner?
- Are concessions a marketing cost?
- How should I split my budget across channels?
Leasing and lead follow-up
Practical answers on speed to lead, tours, AI assistants and follow-up for leasing teams.
- How fast should we respond to a new apartment lead?
- What happens if we miss a prospect's phone call?
- How should we handle leads that come in after hours?
- What is a good lead-to-tour rate for apartments?
- What is a good lead-to-lease conversion rate?
Search and local search
How Google Maps, Google Business Profile and apartment website SEO actually work.
- How do I rank my apartment community higher in Google Maps?
- Can I pay Google to rank higher in Google Maps?
- What are the Google Business Profile essentials for an apartment community?
- Can I add keywords like luxury apartments to my Google Business Profile name?
- Which Google Business Profile categories should an apartment community use?
AI search
What AI Overviews, AI Mode and ChatGPT search mean for apartment marketers, without the hype.
- What are Google AI Overviews?
- What is Google AI Mode?
- Do I need to do anything extra to appear in AI Overviews or AI Mode?
- How do I get my apartment community recommended by ChatGPT?
- If I block GPTBot, will my property disappear from ChatGPT?
Paid search and ads
How apartment paid search works, what drives cost, and the housing ad rules to know.
- What is a good cost per lease for paid search?
- Should I bid on my own property name in Google Ads?
- Can competitors bid on my apartment community's name?
- What is Quality Score in Google Ads?
- How does my website affect what I pay for ads?
Reputation and reviews
Review rules, replies and reputation for apartment communities, including the FTC review rule.
- Should we respond to every review?
- How do reviews affect leasing?
- How can we get more reviews?
- Can we offer residents an incentive to leave a review?
- What is review gating, and is it allowed?
Lease-up and concessions
Realistic lease-up pace, concession data and when to start marketing a new community.
- Do concessions speed up a lease-up?
- How common are apartment concessions right now?
- How big are typical apartment concessions?
- How long does a lease-up take?
- How quickly are new apartments being rented after completion?
Reporting to owners
What to put in a monthly marketing report, how to calculate cost per lease, and attribution basics.
- What marketing metrics do owners care about most?
- How do I calculate cost per lease by channel?
- What should a monthly apartment marketing report include?
- What is marketing attribution, in plain terms?
- What are UTM tags and why do they matter for reporting?