Podcast: Mastering Multifamily Digital Marketing – Christine O’Toole

Christine O'Toole Home Builder Episode 121

This week on The Home Builder Digital Marketing Podcast, Christine O’Toole of Independence Realty Trust joins Greg and Kevin to discuss how to master and manage multifamily digital marketing.

Multifamily marketing can be very different than single-family marketing. One of the differences is getting to message to a much broader and varied potential customer base. Christine explains,

“Well, I think one of the biggest things is your messaging, right? So, who are your renters? It’s a very large pool with the multifamily side, it’s really important to showcase that, right? That you are offering homes and housing for people no matter where they are in their journey of renting. So, whether you’re just starting out, whether you’re just retired, you know, we’re here for you.”

Another unique aspect of multifamily marketing centers around financing. Melanie says,

“It’s, of course, easier and a little bit cheaper to rent a home. So, typically renting an apartment it’s essentially a little bit easier than buying a home because then you don’t have to worry about a mortgage. You don’t have to worry about how much money are you gonna put down. So, we try to focus messaging around that.”

Multifamily digital marketing requires constant flexibility and adjustment. Melanie says,

“The industry just changed so fast that your marketing efforts really also need to change just as quickly to keep up with the demand and to keep the interest of your direct consumers, like your renters and like your homeowners.”

Listen to this week’s episode to learn more about multifamily digital marketing strategies.

About the Guest:

Christine O’Toole is an experienced Marketing leader with 10 years of experience in the Real Estate industry. Christine joined IRT in March of 2022 and is responsible for developing and executing marketing, branding, and communications strategies, including but not limited to lead generation, audience targeting, marketing automation, data analytics, paid search, and social campaigns to accelerate success for the communities. Before joining IRT, Christine held numerous positions within the Real Estate Marketing field with companies such as Toll Brothers, K. Hovnanian Friedman Realty Group, and Odin Properties. Christine is a graduate of Georgian Court University in Lakewood, NJ, and holds a Master of Business Administration.