What are some apartment marketing Ideas

Hi, I am looking for some guidance on how to effectively advertise to apartments. I am not sure if facebook is a better way to reach them or mailers?

Zillow partners with Facebook and it works great!

Excuse me for asking this but, is apartment advertising (other than maybe a now renting sign out front and a web page) necessary? People looking for a place to live seem to be interested in location, price, unit condition and amenities. They are going to come in your door if you're in the right place. Heavy marketing might be a waste of time and money. Sales people might see a sales issue even when there isn't one, because that's their job. Just a thought....

Thank you, perry and Sean