Why Your Multifamily Marketing Results Are Not Just About CPC

Video Description

How to Fix Your Multifamily Marketing Strategy in 2026 In this episode of Riffing with Reid, host Reid sits down with Mitch Risdon, Senior Account Manager at Digible, to unpack how property level variables influence marketing results and why campaign performance can never be evaluated in isolation. Mitch Risdon breaks down the hidden forces that shape lead volume and cost including occupancy trends, pricing fluctuations, concessions, competitive supply, on site operations, website conversion quality, and brand reputation. You will learn why marketers need a full funnel strategy, how to blend AI with human decision making, and how to use user generated content to cut through noise and improve authenticity across social. Whether you are a property manager, regional, marketing strategist, or leasing professional, this episode gives you a clearer framework for analyzing performance, optimizing budgets, and improving demand without relying strictly on CPC and surface level metrics. How do you evaluate the real drivers behind your marketing performance? Share your perspective in the comments and subscribe to Riffing with Reid for more insights on multifamily marketing, paid media strategy, AI search, and brand performance. Learn more about Digible:⁠ https://digible.com/?utm_source=dd_podcast&utm_medium=episode_description Learn more about Mitch Risdon: https://digible.com/team/mitch-risdon/ 0:00 Preview & Intro 6:26 Future of Paid Search 9:15 Understanding MQL vs SQL 10:03 Occupancy Impact on Marketing 13:57 Full Funnel Strategy Explained 18:11 Pricing, Concessions, Competition 30:51 Reputation and Gen Z Behavior 34:53 Social Media’s Growing Influence 36:45 Power of User Generated Content 41:10 Measuring Social Media Value 50:32 Why CRO Matters Most 54:44 Differentiating Class A Properties 58:35 Real USPs vs Assumed USPs 1:06:52 Overrated Marketing Metrics 1:11:56 Website and On Site Alignment