Slowing Rent Growth and the Necessity of Precise Multifamily Marketing

According to the Apartments.com September 2025 Rent Growth Report, national rent growth has cooled to just 0.9% year-over-year, the slowest pace since before the pandemic. Occupancy remains steady at 94.7%, but demand has shifted — renters are taking longer to decide, price sensitivity is growing, and leasing velocity continues to fluctuate by region and season.

So what does that mean for multifamily marketers?

It means precision marketing — not volume — wins.

This is the moment where strategy separates those who sustain occupancy from those who chase it. Marketing can’t just “run ads” anymore. Itneeds to analyze, adapt, and activate.That’s where data becomes your biggest asset.
 

At RentDigital, we’re seeing success when marketing teams focus on three critical levers:

‍

Understanding Seasonality and Rental Behavior

Leasing demand doesn’t move in a straight line. Spring and summer are traditionally strong, but economic factors and regional shifts have stretched those cycles. Data from Google search trends and Apartments.com insights show increased “apartments near me” searches each January through March — a prime window for proactive lead generation.
‍

Omnichannel Precision

Today’s renter doesn’t live in one channel. They move between Google PPC, TikTok, Meta (Facebook/Instagram), and streaming platforms multiple times before making a decision. The most effective campaigns don’t just meet them — they anticipate them.

• Google PPC drive high-intent traffic from active searchers.
• TikTok and Meta influence early-stage awareness and brand perception.
• Streaming and geofencing campaigns capture renters where they live, commute, and socialize
  ‍

Qualified Leads, Not Clicks

The difference between a filled unit and a wasted budget often comes down to who’s managing the data behind your campaigns. Targeting based on income, commute, lifestyle preferences, and location behavior ensures you’re attracting renters that fit your community — leading to faster lease-ups and better retention.

In a market where rent growth has slowed and competition has risen, the agencies that understand multifamily data, renter movement, and seasonality will lead the next chapter of growth.

‍