Multifamily Dive surveyed operator leaders on 2027 budgets and found a common plan: shift advertising spend dynamically based on inventory, traffic and conversion at each market, keep spending on preventive maintenance and resident communications, and make every piece of technology prove its value before it is renewed. Several executives said they view AI as a tool to support their teams rather than replace them.
Why it matters to multifamily marketers
If marketing wants a bigger slice of the 2027 budget, bring lead and lease conversion data by source and property, since finance leaders are explicitly planning to move dollars toward whatever is working in each submarket and to cut tools that cannot show results.