Ep 40: Organic vs. Paid Social - Where Multifamily Marketing Wins in 2026

Should multifamily properties focus on organic social media, paid social advertising—or both? In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills break down the real difference between organic and paid social strategies, where each one shines, and how they should work together to support leasing, retention, and long-term brand growth. From Instagram and TikTok to retargeting ads and lease-up campaigns, this episode explains how social media fits into the bigger multifamily marketing picture—and why simply posting random content is not a strategy. You'll learn: The difference between organic social and paid social advertising Why organic social builds trust while paid social drives reach and conversions Which platforms matter most today: Instagram, Facebook, and TikTok Why Gen Z renters are starting their apartment searches on social media The biggest social media mistake: posting without strategy Why strong organic content improves paid campaign performance How lease-ups, promotions, and occupancy drops benefit from paid social 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!