When Opportunity Knocks
5 Ways to Source More Multifamily Leads
In today’s competitive commercial real estate market, multifamily properties remain one of the most resilient and in-demand asset classes. Even with the recent elevations in interest rates, demand for affordable rental housing continues to grow thanks to demographic shifts, limited housing supply, and rising rent costs across the U.S. With the right strategy, savvy investors can fill this gap.
But success in multifamily investing doesn’t just depend on having capital. It also depends on having a consistent pipeline of high-quality leads. This month, we sat down with Everest Loan Officer Linda Friedman, to discuss this further:
“For investors and developers alike, sourcing viable opportunities before they hit the open market is crucial,” Friedman explains. “In fact, it can be the difference between strong returns and missed chances.”
In this article, we’ll explore 5 proven ways to find and nurture multifamily leads. We’ll also offer some pro tips on staying organized during busy investment seasons.
1. Tap into local broker and property management networks
While online platforms have made it easier to browse multifamily listings, many of the best deals never reach public marketplaces. Instead, they’re traded off-market through relationships with brokers, property managers, and local industry insiders.
“As with many industries, who you know plays a big role in your real estate success.” Friedman explains. “Commercial brokers, for example, often have access to properties earlier than others.”
Long-time owners considering a sale or developers looking for quick transactions often hire commercial brokers to handle their assets. Building relationships with these professionals-–especially those specializing in multifamily properties in target markets—can help investors gain a first look at promising opportunities.
“A large portion of multifamily transactions involve some form of off-market negotiation,” says Friedman. “Investors who engage with individual brokers, attend regional real estate meetups, and maintain communication with management companies can often gain a competitive edge.”
Everest Tip: Host quarterly check-ins with your local broker network. Consistent contact builds credibility and ensures you’re top-of-mind when opportunities surface.
2. Leverage Data Platforms and Market Analytics Tools
If there’s anything we’ve learned from the AI revolution, it’s that technology can change on a dime. As it is, tech is rapidly changing how investors identify and evaluate multifamily properties. Through advanced, data-driven platforms, user can search by property type, ownership history, loan maturity, and even renovation potential.
“There are lots of options for good analytics tools,” Friedman says. “I usually tell my investor clients to scope out platforms that focus on their target industry, area, or preferences. Ultimately, you want something that can help you compile property records, financial histories, and contact details for your pipeline.”
Studies have shown that investors using analytics tools tend to close deals faster and achieve higher average returns. This can be significantly more efficient than manual prospecting.
Everest Tip: Use platform filters to search for multifamily properties with upcoming loan maturities. These owners are often open to refinancing, joint ventures, or sale discussions.
3. Connect with Lenders and Mortgage Professionals
Your real estate pros aren’t just your financing partners; they’re also a valuable source of lead intelligence. Mortgage professionals often have connections with property owners who are restructuring debt, seeing refinancing, or facing maturity deadlines.
“In our office, we’re constantly evaluating and optimizing portfolios,” explains Friedman. “That means that we’re among the first to know when borrowers plan to sell or refinance.”
Multifamily investors in particular tend to source at least one new deal each year through referrals and/or lender connections. Focusing on building relationships with lending teams, loan officers, and commercial mortgage brokers.
Everest Tip: Schedule periodic strategy meetings with your mortgage advisor to discuss upcoming loan maturities or debt restructuring trends in your target markets. These discussions can put you one step ahead on your portfolio planning.
4. Identify Emerging Submarkets Before They Peak
Investors who focus solely on established multifamily hubs (ex. Dallas, Miami, Los Angeles, etc.) often face intense competition and compressed cap rates. Alternatively, stronger returns tend to be found in secondary and tertiary markets. These spaces are growing quickly, but are still undervalued by the majority of investors.
“Savvy investors usually have some strong strategies to help them spot promising markets,” says Friedman. “They might look for areas where job growth is above average, where infrastructure is expanding, or where demand for housing is rising.”
Combining demographic data, new development tracking, and local news monitoring can help investors uncover growth in new areas. Staying on-top of this data can also help individual entrepreneurs go toe-to-toe with institutional investors.
Everest Tip: Subscribe to your state’s economic development newsletters and building permit databases. These often signal new demand or growth corridors well before headlines do.
5. Build Your Own Lead Funnel Through Direct Outreach
While all of the aforementioned resources can certainly prove valuable, many seasoned investors swear by direct-to-owner outreach. By identifying multifamily owners who may be nearing retirement, managing older assets, or holding underperforming properties, investors can initiate deals without the competition of open listings.
“Some investors will do direct outreach through targeted mailers, personalized letters, or emails,” Friedman explains. “Others prefer to attend networking events or join clubs and associations frequented by real estate investors. When it comes to connecting with potential leads, there are lots of options for acquisition.”
In our experience with these kinds of strategies, consistency is key. Owners that initially decline may still become sellers within 6 months or less. That’s why maintaining a respectful, ongoing dialogue can pay significant dividends.
“However you organize your leads, it helps to label or categorize them—at least partially—according to readiness,” says Friedman. “So, for example, if the owner is ready to sell or partner soon, you’d call that a hot lead. A potential, or warm, lead might be ready in 6 to 12 months. Cold leads are long-term prospects that you just want to keep in your contacts.”
Everest Tip: Develop a custom CRM system to track outreach efforts, owner responses, and follow-up timelines. Treat your lead list as an evolving asset—one that compounds in value with each conversation.
Here’s the bottom line:
The multifamily market continues to offer powerful opportunities for investors. However, success depends on consistent, intelligent lead generation. Whether you’re networking with brokers, mining data, partnering with lenders, or scouting emerging markets, the key here is balance. By using multiple methods simultaneously, you can maintain a healthy flow of potential deals with optimized effort.
And when that market gets hectic, stay organized, stay ready, and stay in-touch with your Everest team. We’ve always got your back.
Everest says: When advantages are on the horizon,
our team will help you reach them.
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