Ep 23: How to Market Build-to-Rent Communities (Without Treating Them Like Apartments)

Build-to-Rent (BTR) communities are booming—but marketing them like apartments is a fast way to miss the mark. In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down exactly how BTR marketing differs, where teams get it wrong, and how to position these communities to attract the right renters. From branding and messaging to SEO, websites, lease-ups, and onsite tours, this episode is a full playbook for marketing BTR the smart way. You'll learn: Why BTR is not "apartments with garages"—and how that lazy mindset kills performance Where BTR actually sits between apartment living and homeownership (and why it changes buyer psychology) Who BTR renters really are—and the biggest misconceptions marketers keep getting wrong Why copying apartment websites is the #1 BTR mistake (and what to do instead) How BTR branding must shift from amenities to lifestyle—privacy, space, autonomy, neighborhood How BTR websites should sell homes, not units—floor plans, layouts, and storytelling first The SEO tightrope: when to use "homes," when to use "apartments," and how to bridge the gap without confusing Google—or humans Which channels actually work for BTR (Google Ads, SEO, Zillow, Apartments.com—and when each makes sense) To suggest a topic, get in touch! For more multifamily marketing help, connect with us at Resident360. Drop Us a Review If You Enjoyed the Episode!