What are the responsibilities and job description for the Multifamily Marketing Specialist position at Inch & Co?
Job Title: Multifamily Marketing Specialist
Location: York
Schedule: Monday-Friday
Our Story:
Founded in 2012 by brothers John and Jeff Inch, Inch & Co. has grown from a small local builder into an award-winning family of companies — earning recognition as one of Central Pennsylvania's fastest-growing companies by the Central Penn Business Journal in 2022. Headquartered in York, Pennsylvania, we take an integrated approach to real estate — spanning land development, design, construction, management, and long-term investment — so that quality and purpose are built into every detail.
Position Summary
The Multifamily Marketing Specialist drives brand awareness, lead generation, and leasing performance across a portfolio of multifamily communities. This role owns marketing execution across digital advertising, social media, ILS, email, events, websites, and collateral. Prior leasing experience is important — it gives the candidate practical insight into the prospect journey and how marketing translates into actual leases. This is a marketing-first role that partners closely with Property Managers and Leasing Teams.
Key Responsibilities
Strategy & Campaigns
- Build and execute community-specific marketing plans based on occupancy, leasing velocity, and competitive conditions.
- Manage digital advertising, social media, ILS, email, referral programs, and events; maintain campaign calendars and consistent branding across channels.
- Conduct competitor/market research and monitor online reputation and listings.
- Coordinate content, photography, signage, and collateral with vendors and internal teams.
Leasing-Focused Partnership
- Apply leasing experience to craft messaging that addresses renter needs and objections.
- Partner with onsite teams on availability, goals, and units needing marketing attention.
- Visit communities regularly to inform content and ensure messaging matches the onsite experience.
Performance & Analytics
- Track KPIs: lead volume/source, cost per lead, funnel conversion rates (lead→tour→application→lease), occupancy trends, ILS/website/social performance.
- Use data to guide channel strategy, spend, and resource allocation.
Weekly Sales & Marketing Coordination
- Own the marketing portion of weekly meetings: share campaign links/updates, review prior-week leasing performance, and recommend adjustments.
Lease-Up & New Development
- Lead pre-leasing and grand-opening strategy, positioning, and phased campaigns tied to construction/unit delivery.
- Track leasing pace against stabilization goals and adjust tactics accordingly.
Qualifications
- 2 years marketing experience (multifamily/residential preferred); lease-up or high-volume leasing experience a plus.
- Strong grasp of digital advertising, ILS, social media, and lead generation.
- Data-driven, highly organized, strong communicator.
- Familiarity with CRM/property management platforms (AppFolio, Yardi, Entrata, Knock) and MS Office/Google Workspace.
Ideal Candidate
A proactive, analytical marketer equally comfortable building campaigns, reviewing ad performance, creating content, and walking properties with onsite teams — someone who owns the full process from strategy to measurement, always tied back to leases and occupancy.
Measures of Success
Qualified lead generation, growth in engagement/traffic, contribution to leasing conversion and occupancy goals, campaign ROI, reporting accuracy, successful lease-up execution, and strong collaboration with onsite teams.