Property Marketing Specialist

Position Summary

The Property Marketing Specialist is responsible for developing and executing marketing strategies that drive qualified traffic, support occupancy goals, and maximize leasing performance across a portfolio of multifamily communities. This role serves as the primary marketing partner to Regional Operations, Leasing Teams and Third-Party Asset Managers, ensuring each community has a customized marketing strategy aligned with business objectives.

The ideal candidate combines digital marketing expertise, project management, market analysis, and strong cross-functional collaboration to deliver measurable leasing results.

Essential Responsibilities

Property Marketing Strategy

• Develop and execute annual marketing plans for assigned communities.
• Build customized marketing strategies based on occupancy, leasing velocity, competitive positioning, and market conditions.
• Recommend channel mix, budget allocation, and promotional strategies.
• Ensure brand consistency across all customer touchpoints.

Lease-Up Marketing

Serve as the marketing lead for new developments and repositioning projects.

Responsibilities include:

• Developing comprehensive lease-up marketing plans and timelines
• Coordinating pre-leasing campaigns
• Managing creative asset development
• Launching websites and digital advertising campaigns
• Coordinating signage, collateral, photography, videography, and virtual tours
• Supporting grand opening events and community activations
• Monitoring leasing velocity and recommending strategy adjustments

Digital Marketing

Manage property-level digital marketing initiatives, including:

• Property websites
• Paid search (PPC)
• Paid social campaigns
• Internet Listing Services (ILS)
• SEO optimization
• Reputation management
• Email marketing
• CRM campaign execution
• Online conversion optimization

Monitor campaign performance and optimize based on data and leasing results.

Regional Marketing Support

Partner closely with:

• Regional Property Managers
• Community Managers
• Leasing Teams
• Asset Managers

Provide strategic marketing guidance to improve:

• Lead quality
• Tour volume
• Tour-to-lease conversion
• Occupancy
• Resident retention

Performance Analytics

Analyze property performance using KPIs including:

• Cost per Lead
• Cost per Tour
• Cost per Lease
• Lead-to-Tour Conversion
• Tour-to-Lease Conversion
• Occupancy
• Leasing Velocity
• Website Conversion Rate
• Digital Campaign Performance
• Marketing ROI

Prepare monthly reporting and recommend optimization strategies.

Market Intelligence

Partner with Operations Teams to conduct ongoing competitive research including:

• Pricing trends
• New supply
• Competitor marketing
• Promotions
• Amenity positioning
• Consumer trends

Translate market insights into actionable marketing recommendations.

Qualifications

Required

• Bachelor’s degree in Marketing, Communications, Business, or related field
• 4–7 years of marketing experience
• 2+ years in multifamily marketing preferred
• Experience supporting lease-ups and stabilized assets
• Strong project management skills
• Excellent written and verbal communication
• Proficiency with Microsoft Office and Google Workspace

Preferred Experience

Experience with:

• Yardi
• RealPage
• Funnel Leasing
• EliseAI
• Google Analytics
• Google Ads
• Meta Business Suite
• Multifamily ILS Platforms

Reports To: Vice President of Marketing

Works Closely With:

• Regional Property Managers
• Community Managers
• Asset Management
• Development
• Creative Team
• Digital Marketing Team
• Marketing Operations
• External Agencies and Vendors

Salary Range is $60,000 - $75,000 per year.

The base salary range displayed represents the expected minimum and maximum compensation for this role at the time of posting. Final salary offers are determined based on multiple factors, including the candidate's relevant experience, specific skills, qualifications, and type of property.

CORPORATE INTEGRITY: All team members in all positions are expected to act professionally at all times, including but not limited to treating others with respect, valuating diversity, supporting team/community goals, following company policies and procedures and fostering company core values.

Franklin Group is an Equal Opportunity Employer.