The Marketing Shift
Most things in commercial real estate don’t happen overnight. It’s not happening overnight but marketing is shifting right in front of our eyes.
In December 2023, I was interviewed for a Bisnow article about CRE marketing. It’s been a year and a half since then and I believe we are still seeing the same shift happening: when the market gets tight, owners and operators start looking for ways to cut costs—and marketing is often one of the first things on the chopping block.
This isn’t fear-mongering. It’s just my view of what is happening.
And here’s what else I’m seeing:
Marketing leaders turning into consultants—some by choice, others after layoffs.
A focus of AI-driven tools that make high-quality marketing more affordable than ever.
Owners leaning harder into outsourcing.
The market experienced a long bull run. During that run operators loaded up their tech stacks. New suppliers with niche offerings had their moment. But now, the pendulum has swung. Budgets are tightening. Efficiency is king.
This environment is forcing real innovation. And just like third-party management, outsourcing operations is standard in CRE, I believe we’re witnessing the rise of third-party marketing as the next normal.
What does this all mean?
If you're a marketing professional in multifamily, this shift has real implications.
The safest place to be might not be in-house—it could be at a marketing agency or consultancy.
Large operators will likely slim down their internal marketing teams.
More executives will make the jump to consulting, whether by choice or necessity.
Niche marketing vendors may struggle as operators cut back on non-essential tools.
I don’t think property marketing itself is about to radically change—we’ll still need strong branding, sharp messaging, and consistent lead generation. But how it all gets done? That’s already changing. Outsourcing, automation, and efficiency will drive the next chapter.
We’re watching a shift from “in-house” to “out-house” or just “out-sourced.” Who sees this shift happening and what are they doing about it is the question we should all be asking.