Stay ahead of the market with our industry updates.

If it feels like multifamily renters are shifting towards touring fewer apartment communities before signing a lease, it’s because they are. According to the 2020 NMHC/Kingsley Apartment Resident Preferences Report, during their last apartment search, 38% of the survey’s 373,000 respondents toured 1-2 properties, 37% 3-4 properties, and only 12% 5-6 properties.  This trend is […]

In the past, renters chose communities that offered entertainment-focused amenities, like a clubhouse with a swimming pool. But now that the majority of people own computers and smartphones, amenities like business centers have gone the way of the dinosaurs. Today’s renters-by-choice prefer energy savings, safety, and convenience over onsite entertainment. Multifamily properties that adopt new […]

Do your stabilized multifamily properties have a digital marketing strategy in place to maintain a steady pipeline of qualified renters? It’s not just lease-up assets and communities in saturated markets that need marketing to attract new residents. Stabilized properties need digital marketing to maintain a steady pipeline of qualified renters in order to maintain full […]

We recently sat down with Meggan Shaw-Butler, G5’s Senior Director of Multifamily Strategy, to discuss new technology and opportunities for growth in the multifamily industry. Shaw-Butler opened up about her background in the industry and what ultimately led her to her current position at G5. She brings a wealth of experience, insight, and strategy to […]

Marketing always seems to be the first expense trimmed back when multifamily markets soften, when in reality it should be turned up or down, not on and off. In order to grow your business, it’s essential to understand how to scale your marketing dollars so you don’t feel the impact of shifting markets. One of […]

Today’s multifamily renters put substantial weight in the reviews and opinions of friends, family, and strangers on the internet. Before contacting an apartment community, they will have consulted a variety of digital touchpoints – from search ad to Yelp reviews. Incorporating the voice of your customers into your branding can help attract news leads by […]

Today’s customer expects a highly customized experience at every touchpoint in the buyer’s journey. Before you can deliver this kind of experience though, you need to develop multifamily buyer personas for your brand. Buyer personas help ensure your marketing strategy engages buyers and generates leads. Creating buyer personas and journeys allows you to determine what […]

Your properties can stand out on their own without having to incentivize potential renters with free rent. A few years ago, Google introduced the “Age of Assistance,” which speaks to the fast-moving consumer force that has high expectations for relevant, immediate, and hyper-personalized information. By meeting their expectations, you don’t have to offer concessions. And […]

As the national unemployment rate continues to decline, strengthening all job sectors and demographics, the multifamily industry is improving right along with it. The number of renters has reached an all-time high and demand has matched supply, unit for unit, for years. Luxury apartment demand, in particular, is driving oversupply and competition for Class A […]

It’s true: rents are beginning to stabilize and soften in many markets. However, this does not mean that the multifamily industry as a whole is softening and in decline. The number of renters nationwide have reached an all-time high and the industry continues to outperform other real estate sectors. These are the three main myths, […]