AIM 2025: Stupid Marketing Sh*t

Stupid Marketing Sh*t We've Done (And How to Stop You From Doint It Too)

Panelists Siobhan Park, Devin Lusk, and Michael DeFrang delivered a humorous but hard-hitting critique of outdated and ineffective marketing tactics that persist in the multifamily industry. Their goal was clear: challenge the status quo, debunk bad habits, and offer a bold call for smarter, more results-driven strategies.

The session opened with examples of well-known national marketing disasters—from Burger King’s misguided Women’s Day tweet to Pepsi’s controversial protest ad. These were used not just for laughs, but to illustrate a broader point: even major brands with big budgets can get it wrong when they lose sight of their audience or prioritize optics over impact. This set the tone for a no-holds-barred discussion about how multifamily marketers often fall into the same traps on a smaller scale.

One of the first major themes addressed was the obsession with vanity metrics. The panel criticized the overemphasis on likes, impressions, and click-through rates—metrics that may look impressive in a report but do little to drive actual leases or revenue. Instead, they urged marketers to track outcomes that align with business goals, such as cost-per-lease, tour-to-lease conversion rates, and retention metrics. The message was clear: if your data doesn’t influence decisions or improve performance, it’s just noise.

The conversation moved into marketing spend and vendor accountability. The panel called out the habit of investing heavily in Internet Listing Services (ILS) or proptech platforms simply because “that’s what we’ve always done.” Without performance audits, these investments can quietly drain budgets. Attendees were encouraged to evaluate every dollar of marketing spend with a critical eye and reallocate budgets toward owned media, local SEO, or conversion optimization strategies that produce measurable results.

Another focal point was the overuse of branding efforts that lack substance. While visual identity is important, the panel argued that marketers sometimes fixate on superficial updates—logos, color palettes, mood boards—at the expense of solving real business problems. Rebrands launched with no operational alignment or customer input are especially prone to failure. The speakers emphasized that brand trust is built through consistency in service and communication, not just aesthetics.

The panel also dug into internal dynamics—specifically, the need for marketing professionals to better communicate their value within the organization. Many marketers, they observed, struggle to gain buy-in because they speak in abstract marketing language instead of business terms. Marketers should frame their strategies around occupancy, NOI, and revenue impact. Speaking the language of operations and ownership can transform marketing from a perceived cost center into a strategic growth driver.

A recurring theme was cross-functional alignment. The panel pointed out that flashy campaigns and clever creative are meaningless if the onsite team can’t deliver a strong leasing experience. Marketers were encouraged to spend more time understanding the leasing process, visiting properties, and collaborating with operations to ensure that marketing promises align with real-life experiences. Otherwise, campaigns can backfire—damaging trust and undermining credibility.

Tech overload and martech inefficiencies also came under scrutiny. The panel warned against hoarding tools that no one uses or understands, and advised regular audits of the tech stack to identify redundancies. They encouraged a “less is more” mindset, using fewer tools more effectively and ensuring they’re integrated with leasing workflows.

Toward the end of the session, the panelists shared real-life stories of failed campaigns and misfires—including influencer partnerships with no leasing attribution, paid ads with no call to action, and tone-deaf content that alienated target audiences. Each anecdote was followed by lessons learned and suggestions for building smarter campaigns.

The closing message was both empowering and provocative: Stop doing marketing sh*t that doesn’t work. The panel encouraged attendees to take risks—but informed ones. Be willing to test, learn, and optimize. Focus on substance over sizzle. And above all, be honest about what’s driving value and what’s just filling up dashboards.

This session was more than a roast—it was a wake-up call. It reminded marketers that impact matters more than intention, and that real leadership means being willing to let go of what’s comfortable in favor of what’s effective.