This is the first post in a new monthly series focused on seasonal marketing moves that actually change outcomes. We’re starting with January for a reason.
January looks quiet on the surface. Teams are easing back in from their holiday vacations, and marketing spending on some platforms is sometimes still paused. But renters wake up after Christmas and behavior shifts.
The "New Year's Resolution" Effect Most Multifamily Teams Miss
Every year, apartment leads jump sharply from December to January. A twenty-five percent bump is not uncommon. Renters do slow down over the holidays but they spring into action thereafter. I call it the “New Year’s Resolution” Effect.
Here’s how some multifamily teams miss out:
- Leasing teams take a little longer to get back to business after the holidays than prospects do
- Some property owners assume that since it’s not the busy leasing season, it’s OK to leave ads paused or underfunded
- There isn’t a sense of urgency to return calls or respond to emails because many renters are looking for March or April move-in dates
January feels slower than it actually is. And when teams aren’t busy, paradoxically, that’s often when follow-up slips.
When Renters Start Apartment Hunting Earlier, Missed Calls Cost More
Some January apartment shoppers are planners. Others are getting lease renewal notices 90 days in advance and staring down a huge rent increase, so they’re looking to see what their options are. Capturing this demand may not always result in great leasing activity in January, but it creates momentum you’ll benefit from the entire year. The price you pay for slacking in January isn’t obvious at the moment, but it shows up later as missed leases 60 days out and a softer spring leasing season.
How Respage Can Help You Capture January Apartment Demand
We can help you capture these early birds and make sure you’re getting the worm!
Google Ads for Apartments: Be Visible When Renters Start Looking
Renters are already searching for apartments in January. Now is not the time for ads to be off (unless you are in student housing and you probably can wait a few weeks). We’re reporting traffic bumps of 25-30% from the beginning of the year to the same period in December. Turning ads on “later” means you’re missing the people who are already narrowing their list. Running Google Ads early puts your community in front of renters before your competitors fully ramp up.
You’re not creating demand. You’re showing up for demand that already exists.
ResMate AI Leasing Guarantees Instant Lead Response
Coverage gaps hurt in January. Even if you have the best leasing team, phones ring after hours, and forms come in overnight.
ResMate AI Leasing ensures every apartment lead gets an instant response and proper follow-up. You instantly get after-hours coverage, overflow when teams are short-staffed, and consistent speed-to-lead response when winter is making your team feel sluggish.
With ResMate, there are no missed calls and no forgotten follow-ups that quietly drain your leasing pipeline.
The Competitive Advantage of Starting Apartment Marketing First
Most apartment communities wait until spring to step on the gas. Capturing January demand creates an immediate advantage:
- You build a stronger early leasing pipeline
- You lock in renters before competitors re-engage
- Your leasing team ends the first quarter with momentum instead of pressure
January isn’t about doing more work. It’s about not letting the early apartment demand that is there slip through the cracks.
Next month, we’ll focus on February and how to turn early interest into committed apartment tours and applications. For now, the takeaway is simple: renters who need a new home in 60-90 days are contacting you now. Make sure you’re ready when they do.
From the desk of Ellen Thompson, Co-founder and CEO of Respage >> Since its founding, Respage has helped over 10,000 communities attract, engage, and retain residents. Its platform assists properties in generating leads, automating leasing, and managing reputation and social media. Thompson is also the Founder of Results Repeat, a digital marketing agency that has helped hundreds of companies create a digital presence and use SEO and paid marketing to generate more business online.
