Thursday Day 2-February 25

The Last Mile Trap: Fighting Over the Same Renters — and Missing the Ones Who Aren't Looking Yet .

In this session, Karen unpacks why these ideas stall inside multifamily organizations, Denise brings perspective from industries outside our own, and Stephanie shares practical, no-extra-budget ways to get new ideas approved. You'll leave with practical tools to evaluate their current marketing strategy, uncover overlooked opportunities, build support for small experiments, and better communicate the value of marketing efforts that traditional attribution often misses. This isn't about spending less on the last mile. It's about recognizing the opportunities that exist before prospects ever get there. Three Key Takeaways 1. The Funnel Scorecard: a practical assessment that helps you see where your team's time, budget, reporting, KPIs, and leadership attention are actually concentrated, and where opportunities may be waiting upstream. 2. The Small Bet Proposal: a simple, one-page way to pitch low-risk marketing experiments that are easy to test, easy to explain internally, and easier to get approved than a large-scale initiative. 3. The Beyond-the-Click Scorecard: practical, non-traditional metrics (awareness, visibility, referrals, consideration) that help show whether upstream efforts are working, when traditional last-click attribution only tells part of the story.