Marketing costs are increasing, so too are its uses with the implementation of AI.

Property management companies are diving head first into marketing campaigns this year. According to The State of Multifamily Marketing in 2025 by Rent., two-thirds of respondents said a more precise audience was the top solution to marketing challenges in 2024. A third are concerned about having enough marketing leads, which is a 26% increase from 2023. A third also said marketing costs are rising—a 13% increase from the prior year.

Internet listing sites (ILSs) play a major role in marketing budgets as 88% said it's part of the budget, and 76% of respondents plan to spend the same or more on ILS budgeting. Property websites are also important to 83% of marketing professionals, and more than 40% consider reputation management in their budgets.

Artificial intelligence (AI) is also being used by marketers with over 60% using or planning to use a chatbot in 2025. Slightly fewer are using or considering reputation management and lead nurturing with AI.

Nearly half of respondents said owners are more involved in marketing decisions than in past years.