Cortland is hiring bilingual leasing consultants at Midtown Miami, Bayport, Nona and Jubilee Park, Reunion, One Twenty One and Cortland on Pike, and bilingual screening staff in its central contact center. Yet none of the 8,633 pages on its sites is in Spanish, and the tour form never asks which language the prospect prefers, so a Spanish-speaking renter cannot tell that a Spanish-speaking agent is waiting.
First action
Add a preferred-language field to the tour form for the seven communities.
How to measure it
Spanish-language tours at the seven communities
- Now
- –
- Target
- 15% of tours
- By
- 90 days
Steps
Pick pages
Five core pages per community.
Regional Marketing Manager 2 days
Translate
Professional Spanish with leasing team review.
Leasing & Sales Consultant, Bilingual 1 week
Publish
/es/ pages with hreflang.
Website team 1 week
Add the field
Preferred language on every form.
Website team 2 days
Route leads
Spanish leads to bilingual staff in Funnel.
Contact Center lead 3 days
Measure
Tours, applications and cost per move-in by language.
Regional Marketing Manager monthly
Why it works
Start with those seven communities: a Spanish version of the home, floor plans, pricing, pet policy and schedule-a-tour pages, a "¿Prefiere español?" choice on every form that routes the lead to the bilingual consultant or the bilingual contact center, and Spanish listing text on the main apartment portals. Track tours and leases by language.
The hiring has already paid for Spanish-speaking sales capacity; the website is the step that sends Spanish-speaking prospects to it. Big competitors such as Greystar, MAA and Camden do not link Spanish sites either, so the first mover stands out.
Ready to use
ChecklistSpanish path per community
[ ] /es/ home, floor plans, pricing, pet policy, tour pages [ ] "¿Prefiere español?" on every form [ ] Funnel routing to bilingual consultant [ ] After-hours routing to bilingual contact center [ ] Spanish listing text on portals [ ] Spanish Google Business Profile description [ ] Language tracked to lease
Risks and how to handle them
Fair housing wording in translation
Have the legal team review translated policies and notices.
Leads arrive when the bilingual consultant is off
Route to the bilingual contact center.
Evidence
- HiringBilingual leasing hires open in October 2026: Leasing & Sales Consultant, Bilingual at Cortland Midtown Miami (Miami), Cortland Bayport (Tampa), Cortland One Twenty One (The Colony, Texas) and Cortland on Pike (Arlington, Virginia); Multi-Site Leasing & Sales Consultants, Bilingual for Cortland Nona & Cortland Jubilee Park (Orlando) and Cortland Reunion (Kissimmee). The role "goes beyond leasing apartments; it's about selling a lifestyle", is measured on "conversion targets" and must "Establish, manage, and maintain marketing programs and social media presence".Source
- HiringCentral contact center in Sandy Springs, Georgia: Bilingual Screening & Applications Specialists ("Bilingual fluency in English and Spanish") guide prospects "from application submission through move-in" by calls, emails and chat; Bilingual Resident Services Specialists handle resident calls, emails and chat; the tools named are Funnel, OneSite and RealPage.Source
- Your websiteSitemap (8,633 URLs on cortland.com and apartments.cortland.com, read October 21, 2026): no Spanish pages (the only URL containing "spanish" is a floor plan named Spanish Oaks), html lang "en-US", and no page about a resident referral or employer program; city pages on apartments.cortland.com number 75 in Texas, 50 in Florida and 30 in Georgia. The tour and contact form has no language choice; its "How did you hear about us?" list includes "AI Search", "Resident Referral", "Preferred Employer Program", "Corporate Leases" and "Sister property".Source
- Competitor researchRivals' homepages (read October 21, 2026): Greystar ("Apartments & Homes for Rent"), MAA ("Apartment Communities in the Southeast & Southwest"), Camden ("Luxury Apartments for Rent") and Bozzuto ("Luxury Apartment Rentals & Real Estate Development"); none links a Spanish version of its site.Source
- HiringRegional Marketing Managers in Atlanta (posted August 17) and Dallas (posted September 30, 2026): "Evaluate and understand advertising on a cost-per-lead and cost-per-move-in basis"; work with "the social media and website teams to assess online presence, image, reputation, ratings"; research competitive communities; "identify and vet beneficial partnerships"; recommend outreach marketing, resident functions and "resident retention efforts".Source