55 - Marketing Foundations & Myths That Steer You Wrong

Marketing gets a reputation for being creative, flashy and sometimes a little complicated. But underneath it all? There’s a whole lot of math, science and solid fundamentals. In this episode of Optimized!, Janet Rosseth https://www.linkedin.com/in/janetrosseth/ sits down with Derek Miller (https://www.linkedin.com/in/derkmill/) of Sterling Group to unpack the multifamily marketing foundations that still matter, and a few common myths that can steer teams in the wrong direction.
They dig into the full marketing funnel and why “we need more leads” is rarely the whole story. From websites, SEO and Google Business Profiles to lead sources, conversion and resident retention, Derek makes the case for investing in the assets you own, following the data, and understanding where your funnel is actually breaking down before simply spending more.
And, of course, they tackle AI. Buying the technology is one thing; successfully implementing it is another. Derek and Janet talk about mapping the prospect journey, defining where humans belong, training teams, testing the experience and continuing to refine after launch. Because whether you’re implementing AI, adjusting your ad spend or improving conversion, great marketing isn’t about perfection. It’s about testing, learning and getting a little better with every iteration.
Timestamps
00:00 - Janet introduces Derek Miller and the multifamily marketing foundations behind his LinkedIn series
00:55 - Derek shares his background in multifamily, finance, and the value of stepping outside the industry
03:40 - Why marketing is math and how Derek’s finance degree shaped his perspective
04:38 - The early days of multifamily marketing and how the role has evolved
07:18 - Derek’s LinkedIn series: the multifamily marketing operator
08:10 - Why the full funnel matters beyond lead volume
09:31 - Tracking show rate, application rate, move-ins, and net move-ins
11:45 - Turnover costs, renewals, and why retention is part of marketing
12:18 - Market-specific strategy in oversaturated markets like Huntsville
15:00 - Why small rent growth often does not offset turnover cost
16:10 - Website, SEO, and Google Business as owned storefront experiences
17:09 - Why rented traffic stops the moment you stop paying for it
18:05 - How SEO still feeds AI-driven search and discovery
20:24 - Where ILSs still fit, and why overspending on them creates diminishing returns
23:45 - Why strong foundations beat fad-dependent tactics
25:53 - Using funnel data to guide spend and identify where leads are breaking down
28:02 - Coaching different leasing styles and matching them to lead sources
31:58 - Buying AI versus implementing AI across the renter journey
33:13 - Mapping automations, touch points, and human intervention
35:35 - The launch and leave it syndrome and why training still matters
37:00 - Using AI to gather information so humans can personalize the experience
38:46 - The future of marketing as human brand and in-person experience
40:11 - The rollout question: what broke because no process changed or no journey was mapped
41:15 - Why behavior shifts must happen alongside technology adoption
42:24 - The need for feedback loops with on-site teams after implementation
46:42 - Marketing as science, experimentation, and data-driven iteration
47:53 - Data as the equalizer in team and executive conversations
50:36 - Derek’s personal 1 percent better habit: solving for one clear goal in a 90-day cycle
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