MHN Executive Council: Marketing Trends to Watch Out For in 2026
Insights from top marketers.
Which trends will continue in the new year and what new ones should you look out for? The MHN Executive Council shares their predictions.
Visualize It
Attracting new residents will increasingly rely on off-site preleasing, leasing, and/or sales efforts with the use of digitalized visuals and virtual tours. We’ve seen several properties lease up well before the doors officially opened. Whether individuals are targeted through sophisticated AI data tools, or they wander onto a new property’s website through word of mouth, first impressions can result in an inquiry at minimum and a lease signing at best.
The best visuals not only portray a property’s unique aesthetic but allow the visitor to imagine living there and becoming part of the community. Our design process includes the use of Photoscapes, which are photo-realistic renderings that reflect the final design. The marketing quality reflects the latest plans, elevations, finishes, fixtures, and selections. If done and used correctly, they portray a compelling, accurate representation of the final project’s aesthetics and amenities, and can be used for all preleasing efforts including the community’s website, print collateral, social media, and construction signage to name a few. —Mary Cook, President, Mary Cook Associates
Good Connection
In 2026, The REMM Group expects multifamily marketing to become even smarter and more connected across the entire prospect journey. Integrated systems—linking CRM, advertising, touring and resident communication—will create a seamless experience, while still leaving room for the human moments that matter most during decision-making.
Sharper data models will support intent-based personalization without increasing team workload, and consistent branding across websites, ILS listings, and social platforms will become a major differentiator as renters compare options faster than ever.
Experience-driven marketing will continue to gain traction, highlighting community culture, neighborhood perks, and the lived experience behind “why this home.” And as expectations rise around transparency, operators who clearly communicate service quality, technology, and sustainability efforts will earn the most trust.
Overall, the communities that stand out in 2026 will blend clarity, connection and consistency—with technology elevating the process and human touch anchoring it. —Susan McPeak, Corporate Ambassador, The REMM Group
AI-Driven
In 2026, the strongest multifamily marketing efforts will continue to blend AI-driven personalization with the irreplaceable human touch, making outreach smarter and more intentional. Short-form video and interactive touring will remain essential as renters expect quick, authentic, mobile-first content. Social presence and reputation management will stay at the center of marketing strategy, with consistent engagement and review generation driving trust and visibility. And as competition grows, hyper-local, lifestyle-focused storytelling showing what it feels like to live there will be a major differentiator. The communities that win will be those delivering marketing that’s personal, visual, responsive and rooted in real human connection. —Stephanie Anderson, Senior Director, Grace Hill
Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.
