In the multifamily housing landscape of today, marketing decisions can’t be based on gut feelings or isolated metrics. The strongest marketing teams are evolving past perfectionism and moving toward a mindset of “progress over perfection”. One of the most powerful tools in this approach is A/B testing-paired with a full-funnel analysis strategy.

At Dyverse, we believe in experimentation not as a final step, but as a way of working. From ad copy to landing pages, from resident surveys to competitor data, testing and optimization should touch every point of your marketing efforts. Here’s how your multifamily marketing team can take advantage of A/B testing and data-driven experimentation to boost lead and lease conversions, resident acquisition, and overall marketing performance.

What Is A/B Testing and Why Does it Matter

A/B testing (also called split testing) is the practice of comparing two versions of a piece of content - like an ad, email, or landing page to see which performs better. It's one of the most direct ways to improve marketing outcomes without relying on guesswork.

In multifamily marketing, this could mean testing:

• Two different ad headlines for a Google Ads search or display campaign
• A lifestyle focused image vs. a property feature image on a landing page
• An email subject line promoting a move-in special vs. a tour incentive
• A call to action that says “Schedule a Tour” vs. “Check Availability”

These small tests can lead to big wins. For example, testing email subject lines might increase open rates, which can turn into more property tours, applications, and ultimately leases. A better performing landing page can mean more qualified leads entering your CRM - and more leases closed at a lower cost per lead.

But it’s not just about optimizing for one metric. A winning A/B test on a single channel is useful, but the most insightful marketers look at how that change impacts the entire funnel.

Beyond the Click: Embracing Full-Funnel Experimentation

A/B testing is only as valuable as the questions you ask. Instead of focusing only on surface-level performance (clicks, impressions, opens), marketers should take a full-funnel approach - connecting the dots between campaigns, user behavior, and outcomes.

This means analyzing how A/B testing affects not just ad performance, but conversion rates, lead-to-tour ratios, and even resident retention. By tracking and experimenting across the entire renter journey, your team can identify what truly drives results.

Here’s how a testing strategy might look:

Using Broader Data to Inform Smarter Experiments

• Competitor Research
• A lifestyle focused image vs. a property feature image on a landing page
• Monitoring your competitors’ messaging, pricing, and digital strategy gives you insight into what’s trending in your market and what gaps you can fill. If nearby communities are all emphasizing affordability, you could A/B test messaging that focuses on premium service or convenience.
• Conducting market surveys can help tell you what prospective renters actually care about. If 80% say they value pet-friendliness, your next A/B test might involve tailoring ad copy to highlight pet amenities, or even changing your primary CTA to “Bring Your Best Friend Home.”

• Reputation Data
• Online reviews and reputation scores influence leasing decisions, and should influence your testing strategy. If reviews mention slow maintenance response times, consider A/B testing messages that reinforce fast, reliable service.

This data helps you ask smarter questions, generate better hypotheses, and avoid wasting time optimizing for the wrong thing.

This data helps you ask smarter questions, generate better hypotheses, and avoid wasting time optimizing for the wrong thing.

One of the core values we emphasize at Dyverse is “progress over perfection.” In multifamily marketing, there’s no single metric or strategy that defines success. Instead, the best marketing strategies are continual, agile, and rooted in experimentation.

A/B testing is a critical part of that mindset - but it’s just one piece of the puzzle. By combining A/B testing with a full-funnel analysis and data from across your market, your team can make more confident, strategic decisions and show measurable progress over time.

Don’t wait for perfect conditions or perfect data. Start small, test often, and use every result, win or lose as a stepping stone toward smarter, more effective marketing.

Final Thoughts

Whether you're optimizing landing pages or testing incentives in email campaigns, A/B testing is an accessible and powerful tool for multifamily marketers. But the real magic happens when testing is part of a broader strategy - one that leverages full-funnel analytics, real-world market insights, and a culture of experimentation.

At Dyverse, we help multifamily marketers track, test, and refine campaigns using data that goes beyond the basics. If your team is ready to adopt a progress-over-perfection mindset and see stronger results across the funnel, we’re here to help.