For years, multifamily marketers have relied on ILS platforms to generate traffic and leads. But in 2025, many are looking to lower their spend due to minimal results.
With rising listing costs, limited control over branding, and a sea of identical competitor ads, more properties are re-evaluating their ILS spend — and looking for smarter, more sustainable ways to generate leads.
Here’s how to start shifting your multifamily marketing strategy.
#1. Build renter traffic you own, not rent.
The problem with ILS platforms is simple: you pay for temporary visibility. The moment you stop paying, your property disappears from search results. That model works — until you run out of ad spend or are tired of forking over the cash.
Instead, focus on building long-term traffic channels that belong to you. Here are a few ways to do that:
- Optimize Your Google Business Profile
This is one of the most underutilized assets in multifamily. A well-managed profile can help you dominate local map results and drive high-intent clicks. Check out this blog for more tips on how to do it right. - Improve On-Site SEO
Make sure your website is fast, mobile-friendly, and structured with renter-friendly keywords based on how people actually search. - Launch Hyper-Local Landing Pages (see more below)
General city-based content is no longer enough. Target specific areas, amenities, and renter needs to rise in search rankings. - Collect and Publish Resident Reviews
More reviews (and better ones) help with both rankings and trust-building. - Use Social Media to Reinforce Local Presence
Focus on community-driven content and nearby attractions that reflect the renter lifestyle — not just promo posts.
These strategies work together to create searchable, sustainable visibility that isn’t tied to a monthly fee and that keeps growing over time.
#2. Capture renter intent in local search.
Renters today don’t start on ILS platforms — they start on Google.
And their searches are hyper-specific, like:
- “1-bedroom apartment near Fort Worth Medical Center”
- “Pet-friendly apartments in East Austin under $1,600”
- “Quiet apartments near UNCW with covered parking”
The properties showing up for these searches are the ones capturing high-intent renters—and they’re doing it without relying on ILSs.
This shift in behavior is exactly why multifamily local SEO is now one of the most powerful ways to generate qualified leads affordably and sustainably.
#3. Use H.E.L.P. to Replace Top-of-Funnel ILS Traffic
Swifty’s Hyper-Effective Local Pages (aka H.E.L.P.) tool was built to solve this challenge head-on.
This new multifamily SEO creates 100–150+ AI-generated landing pages per property, each targeting a unique, high-intent renter search such as:
- “2-bedroom apartments near downtown Denton with balcony”
- “Student housing near University of North Texas”
Each page is:
✔️ SEO-optimized and mobile-first
✔️ Automatically updated with current availability and pricing
✔️ Written to reflect how renters actually search
✔️ Structured to convert, with CTAs and floor plan tie-ins
✔️ Designed to live on your domain, so you keep the traffic and SEO value
Best part? You don’t need a Swifty-built website. H.E.L.P. integrates with your existing site and PMS, no redesign required.
For a deep dive on how H.E.L.P. works and why it’s different from traditional SEO content:
→ Read the full breakdown here
Clients using H.E.L.P. have seen results such as:
📈 +254% in organic impressions
🔍 84 ranked keywords in 60 days
📊 53% increase in organic traffic
This isn’t a replacement for your entire marketing plan, but it’s a high-performing piece that can substitute for top-of-funnel ILS traffic at a fraction of the cost.
#4. Shift Budget Gradually (But Intentionally)
The goal isn’t to cut ILS overnight. It’s to transition spend toward higher-return channels that give you more control and more data.
Here’s a smart way to start:
- Step 1: Audit your ILS performance
Which platforms or zip codes are underperforming? Where are you overpaying for low-quality leads? - Step 2: Reallocate 10–20% of your ILS budget
Move that budget toward SEO (like H.E.L.P.), Google Ads, or other owned channels that drive direct traffic. - Step 3: Measure the shift
Track performance in your CRM or analytics dashboard. Watch for changes in lead source, quality, and cost per lease. - Step 4: Scale what works
As organic traffic grows and conversions increase, you can reduce ILS further with confidence.
Final Thought: Reducing Multifamily ILS Spend Starts Here
Reducing ILS spend doesn’t mean sacrificing visibility. It just means being smarter about where your traffic comes from and who controls it.
If your goal is long-term traffic, higher-intent leads, and less dependency on paid listings, H.E.L.P. is a powerful way to get there.
