In this episode of the Commercial Real Estate Podcast, recorded live at the Western Apartment Investment Conference in Vancouver, hosts Aaron Cameron and Adam Powadiuk welcome Krista Murphy, Principal of MLZ Creative, to dive deep into the evolving world of apartment marketing and lease-up strategies. With 18 years of property management experience and five years running her specialized marketing company, Krista reveals the psychological and strategic approach that’s transforming how apartments are leased and retained across Edmonton and Calgary.

From her unique background opening Zara stores in Germany to discovering the marketing gap in Canadian apartment leasing, Krista explains how understanding tenant psychographics and creating detailed avatars can triple your lease-up traffic. She shares insider insights on targeting different demographics, from GenZ renters seeking authentic community connections to baby boomers looking for social engagement and meaningful relationships.

What you will learn:

• Why avatar-based marketing generates 3x more qualified tenant traffic than traditional methods
• How to create sticky communities that dramatically improve tenant retention rates
• The psychology behind successful Gen Z and baby boomer apartment marketing
• Why building emotional connections prevents price-hopping behavior
• How to leverage neighborhood partnerships for enhanced tenant experiences
• The five-senses approach to creating memorable apartment tours
• Why starting community-building from day one is crucial for long-term success
• How to position your building as a lifestyle choice, not just a rental unit

Krista Murphy is Principal of MLZ Creative, a specialized apartment marketing company serving Edmonton and Calgary markets. With 18 years of property management experience and a unique background in European retail expansion, Krista identified a critical gap in apartment marketing and tenant retention. Her company focuses on creating detailed tenant avatars and building authentic communities from lease-up through stabilization, resulting in higher retention rates and faster absorption times for multifamily properties.

The post The Secret to Tripling Your Apartment Lease-Up Traffic with Krista Murphy, Principal at MLZ Creative appeared first on Commercial Real Estate Podcast.