Property Marketing Specialist

Franklin-Group-2; Virginia Beach (VA); On-site; USD 60,000 - 75,000; Full time

Benefits offered by this job

Health Insurance

Vision Care

Supplemental Insurance Plans

Paid Community Service

Paid Vacation

Paid Holidays

Job summary

The Franklin Group, in Virginia Beach, VA, is seeking a Property Marketing Specialist to lead marketing strategy across a portfolio of multifamily communities. You will develop plans, coordinate campaigns, and partner with regional teams to maximize occupancy.

Ideal candidates bring 4–7 years of marketing experience, MF marketing exposure, and proficiency in Microsoft Office, Google Workspace, and industry tools.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 4–7 years of marketing experience.
• 2+ years in multifamily marketing preferred.
• Experience supporting lease-ups and stabilized assets.
• Proficiency with Microsoft Office and Google Workspace.

Responsibilities

• Develop and execute annual marketing plans for assigned communities.
• Coordinate pre-leasing campaigns and digital advertising campaigns.
• Launch websites and digital campaigns; coordinate signage, collateral, photography, videography, and virtual tours.
• Monitor marketing performance and optimize based on data and leasing results.
• Regional marketing support with cross-functional collaboration to improve tour-to-lease conversion and occupancy.
• Prepare monthly reporting and conduct competitive market research to translate insights into actions.

Skills

Marketing experience

Multifamily marketing

Cross-functional collaboration

Project management

Education

Bachelor’s degree in Marketing, Communications, Business, or related field

Tools

Microsoft Office

Google Workspace

Yardi

RealPage

Funnel Leasing

Google Analytics

Google Ads

Meta Business Suite

Multifamily ILS Platforms

Job description

The Franklin Group is fundamentally built on our people. We recognize talent as our most precious resource, and we’ve strategically focused on three core priorities: identifying and recruiting exceptional candidates, fostering long-term retention of top performers, and empowering our team members to maximize their value-creating potential.

Striving to enrich the lives of the communities we serve

At Franklin Group, we focus exclusively on multifamily housing, where our passion, expertise, and resources deliver unmatched value for property owners. Our operational platform combines best-in-class people, processes, and technology to drive exceptional performance. Built on a strong foundation, we grow with purpose, ensuring predictable outcomes. With the energy of a youthful company and the wisdom of decades of experience, we are equipped to manage profitability, develop for sustainable growth, and invest for above-market returns.

Learn what it’s like to be part of Franklin Group

The Franklin Group boasts one of the most skilled and experienced multifamily teams on the East Coast. Our leadership is composed of industry veterans who have honed their expertise from the ground up, many starting at the property level. With over 1,000 dedicated professionals, including both corporate leadership and support teams as well as on-site property teams, we are united by a shared passion for delivering excellence in multifamily housing. As we continue to grow, our team’s commitment to innovation and exceptional service remains at the core of everything we do.

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BENEFITS & PERKS

• Health Insurance
• Vision Care
• Supplemental Insurance Plans
• Paid Community Service
• Paid Vacation
• Paid Holidays

CURRENT OPPORTUNITIES

Position: Property Marketing Specialist

Location: Virginia Beach, VA

Job Id:10597

# of Openings:1

Property Marketing Specialist

Position Summary

The Property Marketing Specialist is responsible for developing and executing marketing strategies that drive qualified traffic, support occupancy goals, and maximize leasing performance across a portfolio of multifamily communities. This role serves as the primary marketing partner to Regional Operations, Leasing Teams and Third-Party Asset Managers, ensuring each community has a customized marketing strategy aligned with business objectives. The ideal candidate combines digital marketing expertise, project management, market analysis, and strong cross-functional collaboration to deliver measurable leasing results.

Property Marketing Strategy

• Develop and execute annual marketing plans for assigned communities.
• Build customized marketing strategies based on occupancy, leasing velocity, competitive positioning, and market conditions.
• Recommend channel mix, budget allocation, and promotional strategies.
• Ensure brand consistency across all customer touchpoints.

Lease-Up Marketing

Serve as the marketing lead for new developments and repositioning projects.

Responsibilities include:

• Developing comprehensive lease-up marketing plans and timelines
• Coordinating pre-leasing campaigns
• Launching websites and digital advertising campaigns
• Coordinating signage, collateral, photography, videography, and virtual tours
• Supporting grand opening events and community activations
• Monitoring leasing velocity and recommending strategy adjustments

Digital Marketing

• Property websites
• Paid search (PPC)
• Internet Listing Services (ILS)
• SEO optimization
• Online conversion optimization

Monitor campaign performance and optimize based on data and leasing results.

Regional Marketing Support

Partner closely with:

• Regional Property Managers
• Community Managers
• Leasing Teams
• Asset Managers

Provide strategic marketing guidance to improve:

• Tour-to-lease conversion
• Occupancy

Performance Analytics

Analyze property performance using KPIs including:

• Cost per Lead
• Cost per Lease
• Lead-to-Tour Conversion
• Tour-to-Lease Conversion
• Occupancy
• Leasing Velocity
• Website Conversion Rate
• Digital Campaign Performance
• Marketing ROI

Prepare monthly reporting and recommend optimization strategies.

Partner with Operations Teams to conduct ongoing competitive research including:

• Pricing trends
• Competitor marketing
• Promotions
• Amenity positioning

Translate market insights into actionable marketing recommendations.

Qualifications

Required

• Bachelor’s degree in Marketing, Communications, Business, or related field
• 4–7 years of marketing experience
• 2+ years in multifamily marketing preferred
• Experience supporting lease-ups and stabilized assets
• Proficiency with Microsoft Office and Google Workspace

Preferred Experience

Experience with:

• Yardi
• RealPage
• Funnel Leasing
• Google Analytics
• Google Ads
• Meta Business Suite
• Multifamily ILS Platforms

Reports To: Vice President of Marketing

Works Closely With:

• Regional Property Managers
• Community Managers
• Asset Management
• Development
• Creative Team
• Digital Marketing Team
• Marketing Operations
• External Agencies and Vendors

Salary Range is $60,000 - $75,000 per year.

The base salary range displayed represents the expected minimum and maximum compensation for this role at the time of posting. Final salary offers are determined based on multiple factors, including the candidate's relevant experience, specific skills, qualifications, and type of property.

CORPORATE INTEGRITY: All team members in all positions are expected to act professionally at all times, including but not limited to treating others with respect, valuating diversity, supporting team/community goals, following company policies and procedures and fostering company core values.

Franklin Group is an Equal Opportunity Employer.