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The top storylines in multifamily this week are Grace Hill acquires HelloData, Laurie McCulloh named as REBA COO, multifamily investment surges, modernizing land-constrained cities, swag residents want, repositioning trends and factors, GEO best practices, tips for PPC ads and the future of student housing.

Between slowing rent growth and stagnant or shrinking budgets, operators are focused on cutting costs, requiring marketers to adapt and find ways to produce the same, or better, results with fewer dollars. About two-thirds of multifamily marketing teams report the same or a decreasing budget this year.