The Art and Science of Marketing: Leveraging Data to Power Creativity
Jessica Peterka, Derek Miller, and Jocelyn Quall explored how modern multifamily marketers can strike a productive balance between data-driven decision-making and creative strategy. The speakers emphasized that when marketing analytics and creative storytelling are aligned, they don’t compete—they multiply effectiveness.
The panel opened with a discussion on the evolving philosophy of marketing in the multifamily space. Rather than defaulting to big-budget branding or high-tier listing placements, today’s marketing leaders are adopting a more experimental, iterative approach. This shift is rooted in a willingness to gather data, learn from failures, and continuously adapt.
One case study showcased the power of refining marketing strategy through year-over-year performance comparison. A property that applied an optimized, insight-based marketing approach saw a 13-unit increase in move-ins compared to the same period the year before. The improvement wasn’t driven by spending more—it was driven by smarter allocation and improved targeting. The message was clear: success comes not from flashy campaigns but from strategic fine-tuning based on real-time insights.
The panel also challenged assumptions about ILS performance. A deep dive into lead data revealed that plan level—such as premium or highlighted listings—had minimal impact on total lead volume. This finding undermined the common belief that more expensive placements automatically deliver better results. In fact, panelists argued, marketers should focus less on placement rankings and more on cost-per-move-in and actual lead-to-lease conversion.
This analytical mindset extended to lead attribution. During a period when a property paused ILS B, the marketing team observed a measurable drop in showings and appointments—even though attributed leads had declined prior to the pause. The insight? Marketing channels function as part of a broader ecosystem. Removing one touchpoint—even if it appears ineffective on paper—can disrupt the entire leasing journey. It reinforced the importance of taking a holistic view when evaluating marketing performance, not just relying on last-click attribution.
Throughout the session, the panel highlighted the delicate balance between art and science. On one side, creativity inspires content that connects emotionally and drives engagement. On the other, data ensures that marketing budgets are optimized and efforts are targeted with precision. The panelists advocated for a workflow that allows space for both: starting with creative ideation, testing via controlled experiments, and then scaling up what works based on measurable success.
Another key theme was building trust through data transparency. The panel emphasized that marketers must become adept at telling stories with their metrics—not just for internal reporting, but to build credibility with executives and cross-functional teams. By aligning marketing performance with leasing and occupancy outcomes, marketers can move from being viewed as a cost center to being seen as a revenue-generating strategic partner.
There was also a practical message around communicating results across the organization. The panel encouraged marketers to proactively share data wins and insights—especially with teams who don’t live in the data day-to-day. Visual dashboards, regular reporting cadences, and narrative summaries all help turn raw metrics into shared knowledge and collaborative momentum.
Ultimately, the session offered a roadmap for marketing teams seeking to elevate their impact. Don’t blindly trust industry norms or vendor recommendations—test everything. Don’t invest in tools that don’t integrate—build a tech stack that enables insight. And don’t prioritize aesthetics over outcomes—creativity only matters if it supports your leasing goals.
The session closed with a clear takeaway: great marketing isn’t about choosing between data and creativity. It’s about integrating them. When marketers experiment boldly, track rigorously, and adapt quickly, they turn good ideas into scalable, measurable success.
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