The Punch List
Actionable lease-up marketing insights on PPC, SEO, CRO, email, AI search, and occupancy strategy — written by practitioners who work with multifamily properties every day.
Fair Housing Compliant Marketing Workflow for Multifamily
A practical sign-off workflow for Fair Housing compliance in multifamily marketing — covering ad copy, targeting, imagery, and AI-generated content.
Johny Schott
Multifamily Marketing Reporting Cadence by Stakeholder
Property managers, asset managers, and owners each need different marketing reports. Here's how to build role-based reporting that actually gets used.
Johny Schott
How to Choose a Multifamily Marketing Agency: RFP Questions
The RFP questions that actually predict agency performance for multifamily marketing — beyond the services offered and polished case studies.
Johny Schott
Marketing and Revenue Management Alignment in Multifamily
When pricing and marketing don't share data, campaigns end up working against your own rent strategy. Here's how to align the two functions.
Johny Schott
Lead Response Time SLA for Multifamily Marketing Teams
Speed-to-lead is the biggest predictor of tour bookings in multifamily leasing. Here's how to build a response-time SLA that protects your ad spend.
Johny Schott
Multifamily Marketing Tech Stack That Works With Your PMS
Build a multifamily marketing tech stack that actually connects to Yardi, RealPage, Entrata, or Knock — instead of constantly fighting your PMS.
Johny Schott
In-House vs. Agency vs. Hybrid: Multifamily Marketing
Should your multifamily portfolio build an in-house marketing team, hire an agency, or run a hybrid model? A practical framework for deciding.
Johny Schott
Apartment Marketing Plan for Lease-Ups
A practical apartment marketing plan for lease-ups covering goals, budget, channel mix, weekly execution, KPIs, and signed-lease growth.
Michael Schott
How to Reduce Cost Per Lead in Multifamily PPC
Most multifamily PPC campaigns overpay for leads by 2–3x. Here's the exact 5-part framework Lease Ups uses to cut cost per lead in half.
Michael Schott
Multi-Touch Attribution for Multifamily Marketing
Last-click reporting hides which channels are actually driving leases. Here's how multi-touch attribution reveals the real picture for multifamily.
Michael Schott
The Complete Guide to SEO for Apartment Communities in 2026
Organic search is multifamily's most cost-effective lead channel in 2026 — if you do it right. Local SEO, on-page, and content strategy, explained.
Michael Schott
5 CRO Changes That Doubled Our Clients' Tour Booking Rates
Your apartment website is probably losing 70% of its visitors without a tour booking. Here are the five conversion rate optimization changes that consistently produce the biggest results.
Michael Schott
The 7-Email Nurture Sequence That Converts Cold Leads into Signed Leases
Most apartment communities send one follow-up email and give up. Here's the exact 7-email sequence we use to keep prospects engaged from first inquiry through lease signing.
Michael Schott
Email Welcome Series for Apartment Leads That Convert
Cold leads do not need more ads — they need a welcome series. Here is how to build one that turns first-time apartment inquiries into scheduled tours.
Michael Schott
GEO: How to Appear in AI Search Results for Apartments
45% of renters now use AI tools for local recommendations. Here's how to optimize your apartment community for GEO — and what actually moves the needle.
Michael Schott
Multifamily Marketing Budgets: What to Spend on a Lease-Up
How much should a lease-up actually spend on marketing? Here's a data-backed framework for budgeting by channel, property class, and lease-up stage.
Michael Schott
Why Waiting to Market Until Opening Is Killing Lease-Up ROI
Delaying marketing until opening day forces a lease-up to buy back momentum it could have built earlier. Here is why pre-opening demand matters.
Michael Schott
ILS Strategy for Apartments: Where to List & Win
Renters still use ILS platforms to search — but standing out takes strategy. Here's how to choose the right listing sites and optimize every one of them.
Michael Schott
Modern Pre-Leasing Playbook: Build Momentum, Not Just Leads
Learn how multifamily teams can replace reactive lead buying with a full-funnel pre-leasing momentum system that fills units faster.
Michael Schott
How Leasing Landing Pages Drive 5x More Apartment Tours
Learn why dedicated multifamily landing pages convert more paid traffic into tours, leads, and leases than generic apartment websites.
Michael Schott
7 Leasing Website Fixes That Convert More Apartment Leads
Seven multifamily website CRO fixes that turn apartment traffic into more tours, leads, and leases without increasing ad spend.
Michael Schott
Retargeting for Faster Apartment Lease-Ups
Learn how retargeting turns paid traffic into warmer apartment leads, lower cost per lease, and faster occupancy for multifamily lease-ups.
Michael Schott
How to Get 90% Pre-Leased in 60 Days
A practical lease-up system for launching early, capturing demand, nurturing prospects, and converting qualified renters before opening day.
Michael Schott
The 90-Day Lease-Up Formula: How to Fill Units Before Opening Day
A practical 90-day lease-up marketing timeline for building demand, capturing leads, and converting renters before opening day.
Michael Schott
Beyond Lease-Up: A Resident Retention Marketing Playbook for Protecting Occupancy
Lease-up marketing fills units. Retention marketing keeps them full. Here's the playbook for protecting occupancy once a property stabilizes.
Michael Schott
Video & Virtual Tours for Apartments: Why They Convert
Photos alone no longer close leases. Here's the data on why video and virtual tours drive more leads, more applications, and more signed leases.
Michael Schott
How to Benchmark a Lease-Up Against Competing Communities
Guessing at what competing communities are doing costs leases. Here's a practical framework for building a real comp set and benchmarking against it.
Michael Schott
Marketing Apartment Amenities That Actually Drive Leases
Pickleball courts get attention, but AC and in-unit laundry close leases. Here's how to market the amenities that actually influence rental decisions.
Michael Schott
Resident Referral Programs for Apartments That Work
Referrals are the highest-trust, lowest-cost lease source most communities still treat as an afterthought. Here's how to build a program that performs.
Michael Schott
Using Meta and Instagram Ads to Fill Your Lease-Up Faster
Learn how Meta and Instagram ads help apartment lease-ups build demand before renters search, plus how to target, budget, and stay Fair Housing compliant.
Michael Schott