AIM 2025: Think Small, Win Big

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

Co-Speaker Christina Singleton, Speaker Shelby Moore, and Micro-Influencer Aleena Ferlin explored the growing role of micro-influencers in multifamily marketing. The panel offered practical insights into how influencer marketing—done at a small, local scale—can lead to outsized results in brand visibility, renter engagement, and lead conversion.

The discussion began by breaking down the influencer landscape, emphasizing that you don’t need to partner with celebrities or macro-influencers to make an impact. Instead, the panel championed the use of micro-influencers—content creators with smaller but highly engaged followings who align more authentically with your target demographic. These individuals often mirror the lifestyle, values, and visual aesthetic of prospective renters, which makes their content more relatable and trustworthy.

A key takeaway was the importance of alignment over audience size. When selecting influencers, the panel advised marketers to look beyond follower counts and instead assess the content itself: Is it high-quality? Consistent? Authentic? Does the influencer seem like someone who could actually live at your property? The group emphasized that these details create credibility and resonance with potential residents.

The panelists walked through the process of selecting the right influencer, recommending platforms like Grin or Upfluence for finding creators based on location, engagement rate, and niche. They also encouraged marketers to request content portfolios, which may include high-performing but unpublished pieces. This strategy ensures you get the full picture of what a micro-influencer is capable of producing.

Content quality and authenticity were recurring themes throughout the session. One speaker noted that overly polished or scripted influencer content can be a red flag—today’s audiences gravitate toward natural, unscripted storytelling that feels personal and genuine. They encouraged marketers to allow influencers creative freedom within brand guidelines to maintain authenticity.

Another powerful segment of the conversation covered what not to do. The panel recounted real-life missteps, including nearly hiring a content creator with an undisclosed connection to adult content platforms. The lesson: always vet influencers thoroughly. A deep dive into someone’s public presence and brand history is essential for protecting your reputation and aligning with your audience’s values.

The conversation then turned to how to craft the right content. Micro-influencers should reflect the lifestyle your community offers, not just showcase pretty photos. Content might include apartment tours, community amenities, local attractions, or “day-in-the-life” reels. The panel urged operators to treat influencers like creative collaborators—give them the tools, context, and support to tell your story, but let them do it in their voice.

The final segment focused on measurement and optimization. The panel discussed how to track influencer success beyond just impressions or likes. They recommended assigning unique promo codes, tracking links, or dedicated landing pages to monitor lead generation and conversion. Engagement rate was considered the most telling metric for content performance. If audiences are liking, saving, commenting, or sharing, that’s a signal the content is resonating.

An overarching theme was accessibility. Many operators assume influencer marketing is too expensive or complex. The panel debunked that myth, explaining that micro-influencers are often highly affordable and eager to partner with local businesses. They urged marketers to start small—test campaigns with one or two creators, measure results, and scale from there. The key is to find influencers who align with your audience and can speak their language.

The session wrapped with a reminder that the power of influence is no longer reserved for celebrities. In multifamily marketing, the most effective voices are often those closest to the communities themselves—people who live similar lives, shop at the same places, and understand what matters to renters. Thinking small, it turns out, might be the biggest advantage you have.