The red-hot real estate market in North America could lead you to believe developers and property management companies barely have to advertise to nab renters and residents.

Nothing could be further from the truth. The competition has never been fiercer for both buyers and sellers, and real estate clients want as much visibility as possible to get the word out and fill units, especially in the multifamily market. They want residents to move in for the long haul, generate recurring revenue, and build stronger communities.

If one marketing agency seems to have cracked the code for multifamily rental occupancy for their clients, it’s Envida. Based in Scottsdale, Arizona, Envida has helped real estate developers and property management companies across the United States maximize occupancy for apartment complexes and high-rise buildings for over 15 years. 

The agency’s strategic use of social media and data analytics has enabled clients to target specific demographics, drive engagement, and increase the visibility of their properties while significantly boosting lease-up rates.

If not for print media’s rapid decline, co-founders Candie Guay and Alana Millstein may have followed a much different career path. They started Envida as a small magazine project soon after graduating from college, relying on print ads as their main source of revenue—a dwindling source of cash that quickly imperiled their startup venture. 

However, Envida is living proof that success is as much about adaptation as it is about anticipation. In contrast to their competitors, Candie and Alana saw print’s decline as a huge opportunity, and their decision to switch from print advertising to a digital agency model in the late ‘00s couldn’t have been planned at a better time.

As Envida transitioned into the digital realm, a key figure emerged to spearhead this transformation: Lily Zimmel, a journalism and PR graduate from Arizona State University. Joining Envida as its first full-time employee shortly after the digital pivot, Lily was instrumental in shaping the agency’s strategic direction and operational excellence.

They knew that print was going out of business, so they got smart and pivoted. They took a lot of their clients from the magazine to digital. They really were pioneers at the time.

– Lily Zimmel, Agency Director, Envida

With Lily as agency director, Envida expanded its client base and deepened its engagements, offering more comprehensive and results-driven marketing solutions. Today, Envida is an award-winning firm with more than 50 employees serving over 300 clients, including some of the country’s biggest real estate developers and property management companies.

Embracing a Digital Pivot and Building the Agency Model 

As the digital age gained momentum, the writing was on the wall for print publications: Readers shifted online, advertisers followed suit, and print circulation numbers dropped. 

This decline wasn’t just a temporary slump but a clear sign of a paradigm shift in media consumption. The advent of smartphones, the rise of social media, and the increasing accessibility of high-speed internet changed how people accessed information, enjoyed entertainment, and shopped for products and services.

Recognizing social media’s growing influence, Envida quickly integrated these platforms into its marketing strategies. The agency was among the early adopters who saw social media’s potential to share content, engage with audiences, and advertise products.

Alana Millstein and Candie Guay are co-founders of the award-winning social media marketing agency Envida. (Credit: Envida)

A lot of people were not putting together social media with ads and creating an ecosystem. So Envida initially started all over the gamut—multifamily real estate, obviously, but also hospitality, plastic surgeons, etc.

– Lily Zimmel, Agency Director, Envida

Developing campaigns that leveraged social media’s viral nature and using tools like targeted Facebook ads, Instagram stories, and influencer collaborations were just a few of the tactics the agency deployed to create buzz and drive engagement. 

The agency also focused on content marketing, crafting dynamic digital content, including blog posts, videos, and interactive infographics. This content was more engaging and optimized for search engines, increasing visibility and driving traffic.

Real estate industry professionals flocked to take advantage of Envida’s new social media strategy, building visually engaging and highly effective marketing campaigns that became Envida’s bread and butter and attracted some of the biggest players in the industry, including real estate giants Greystar, Willow Bridge, Cushman Wakefield, and Pinnacle Living.

Things started niching with multifamily housing seven years in. From there, it’s taken off, and it’s become our expertise.

– Lily Zimmel, Agency Director, Envida