Discover proven marketing strategies that property managers use to fill vacancies faster, from multi-channel lead generation to AI-powered automation.
Filling vacancies quickly is one of the biggest challenges property managers face. In 2025, the rental market is more competitive than ever, and traditional marketing methods alone aren't enough. Here are 10 proven marketing ideas that actually work, and how to implement them.
Your Google Business Profile is often the first thing prospects see when searching for rentals in your area. Make sure it's working for you:
Why it works: 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase.
Don't put all your eggs in one basket. List on multiple platforms to maximize visibility:
Pro tip: Use consistent messaging and high-quality photos across all platforms. Track which sources generate the most qualified leads.
Speed matters. Studies show that responding within 5 minutes increases your chances of converting a lead by 9x. But you can't be available 24/7. That's where AI automation comes in.
An AI leasing assistant can:
Learn more about what AI leasing assistants can do and how to automate rental inquiries from all your marketing channels.
Real impact: Properties using automated replies see 40% more tour bookings and convert 25% more inquiries into signed leases.
See how improving conversion rates impacts revenue with our conversion rate calculator.
See how improving your prospect-to-lease conversion rate impacts revenue. Model the impact of faster responses and automated replies on your bottom line.
Not every inquiry turns into a tour immediately. Many prospects are just starting their search. Create automated email sequences to stay top-of-mind:
Week 1: Welcome email with property highlights and virtual tour link
Week 2: Share neighborhood guide and local amenities
Week 3: Send availability update and special offers (if applicable)
Week 4: Final check-in with urgency messaging
Best practices:
Not all leads are created equal. Save time by qualifying prospects before scheduling tours:
Key qualification questions:
AI can ask these questions naturally in conversation, then route qualified leads to your calendar and unqualified leads to a nurture sequence.
You can't improve what you don't measure. Track which marketing channels actually lead to tours:
Metrics to track:
Why it matters: You might find that Zillow generates the most inquiries, but your website converts at a higher rate. This helps you allocate your marketing budget effectively.
Compare the ROI of different lead sources with our lead source ROI calculator.
Compare the profitability of different lead sources. Calculate cost per lead, appointment, and closing for Zillow, Apartments.com, your website, and more to see which sources deliver the best ROI.
Virtual tours became essential during the pandemic, and they're here to stay. They help prospects:
Options:
When prospects search "apartments in [your city]" or "rental properties near [landmark]", you want to show up. Optimize your website:
On-page SEO:
Content marketing:
Prospects trust other renters more than they trust you. Showcase:
Pro tip: Respond to all reviews, both positive and negative. It shows you care about tenant satisfaction.
Your current tenants are your best marketers. Create a referral program:
Bonus: Referred tenants tend to stay longer and be more satisfied. They already know what to expect.
The most successful property managers don't rely on just one marketing channel. They:
The key is finding the right mix for your market and property type. Start with 2-3 strategies, measure results, and scale what works.
If you're spending too much time responding to inquiries and not enough time closing leases, automation can help. Propel's AI leasing assistant handles inquiries from all your marketing channels, qualifies prospects, and books tours automatically. This lets you focus on showing properties and signing leases. Learn more about getting started with Propel and see our guide on measuring lead response time to track your improvement.
See how Propel can help you fill vacancies faster
See how Propel can help you convert more inquiries and book more tours automatically.
Step-by-step guide to automating Zillow leads. Learn how to set up email forwarding, inbox monitoring, parsing Zillow email format, and testing your automation to convert 9x more inquiries.
Learn how to automate Trulia lead responses for property managers. Understand Trulia lead format, email parsing, response automation, and how it compares to Zillow and Realtor.com.
Learn how to automatically parse, personalize, and respond to Zillow rental leads from your inbox, so you never miss a prospect.