Meet the Audiences Every Multifamily Marketer Needs to Reach on Paid Social

Most multifamily marketers know paid social is powerful, but too often, it’s one-dimensional. You run a few ads, retarget, and hope something sticks. 

That approach misses the modern renter journey. They scroll, browse, research, compare, and only then, they act. 

That’s why our Meta Multipliers: Full-Funnel Paid Social exists. It’s a smarter, data-driven way to reach renters across every stage of their journey.

And it works. 

What Full-Funnel Paid Social Really Means 

At Apartment Geofencing, our Meta Multiplier plans powered by full-funnel paid social strategies are built to meet renters where they scroll on Facebook and Instagram. We build a connected sequence of audience segments that move prospects from awareness to conversion. 

This full-funnel approach includes four distinct audience groups, each designed to play a specific role. Together, they drive stronger performance and lower acquisition costs. 

The Four Audiences That Make It Full-Funnel 

1) AptGeo Audience 

Reaching renters with location-based intent at competitor properties and other points of interest. 

These are renters who are in-market and actively exploring their options. Targeting them by location ensures your ads reach people with real, local intent, not just vague interest. 

2) Predicted Movers 

Reaching renters before they start searching and who are preparing to move. 

This custom audience is built from historical behavior patterns, identifying devices likely to move from their current residence soon.

You’re building brand recognition before your competitors even know these renters exist. When they do start actively searching, your community is already familiar. 

3) Interest-Based Audience

Reaching renters based on their lifestyle and intent signals. 

This audience includes people who have shown interest in renting, local communities, or lifestyle topics related to apartment living. It helps expand your reach and bring new prospects into your funnel.

4) Retargeting Audience

Reaching renters who already know you. 

This audience includes website visitors, previous ad engagers, and people who viewed your videos or clicked through a prior campaign. 

Retargeting reminds high-intent prospects why your community stands out. It’s where familiarity turns into action and interest becomes a scheduled tour or application. 

Why It Works

Full-Funnel Paid Social gives multifamily marketers a more predictable and cost-effective way to fill the leasing pipeline. Instead of hoping for quick wins from bottom-of-funnel ads, you’re building long-term awareness that pays off across campaigns.

In one of our recent case studies, communities that layered audiences across the full-funnel saw:

• A 15% reduction in cost per acquisition compared to bottom-of-funnel only social campaigns.

• A 24% lift in engagement when overlapping mobile display ad campaigns via geofencing and paid social audiences.

When your paid social strategy mirrors how renters actually make decisions, your campaigns become more efficient and your spend goes further.

Turn Likes Into Leases

Full-Funnel Paid Social helps you do what every multifamily marketer wants to do: reach the right renters at the right time with the right message.

By powering campaigns with full-funnel audiences, you create a strategy that not only captures attention but converts it into measurable results.

If your paid social strategy isn’t built for the full-funnel, you’re only seeing part of the picture. Let’s change that.

Book a demo to see how full-funnel paid social can work for your apartment community.