How AI Is Changing SEO in Multifamily Marketing

The rules of search marketing are changing under our feet. Imagine a prospective renter asking ChatGPT (not Google) to recommend the best apartment community in your city. Will your property even appear in that AI-generated answer?

In an era of generative AI and fragmented search behavior, multifamily marketing executives face tough questions. Can you trust algorithms with your brand’s story? Who holds authority when AI can generate content on the fly? And with renters finding apartments via TikTok, Instagram, or voice assistants, how do you measure marketing impact when traditional Google Analytics might not capture the whole picture? 

These aren’t hypothetical questions; they’re strategic dilemmas CEOs, COOs, and Marketing Directors in the multifamily industry must contend with right now. 

Welcome to the new SEO reality, where Google is still critical but no longer the only game in town.

The Rise of Search-Everywhere Optimization

Not long ago, “SEO” was practically synonymous with “Google SEO.” Today, that’s no longer the case. Renters (especially younger ones) increasingly turn to alternative discovery platforms, forcing multifamily marketers to optimize for search everywhere, not just Google. 

In fact, Google’s own research found that nearly 40% of Gen Z prefers using TikTok or Instagram for search instead of Google. Instagram has now risen to the second-largest search platform globally, reflecting a dramatic diversification in search behavior. From social media hashtags to YouTube tutorials to Reddit threads, people are finding information (including apartments and local recommendations) in many places that never show up in Google Analytics. 

To put things in perspective, Google still leads in traditional search engine usage, but even that dominance is starting to waver. In 2023, Google’s search engine market share dipped below 90% for the first time in a decade. 

And if you broaden the definition of “search” to include all platforms, some analyses peg Google at only about 18.8% of global search activity. The rest is happening on platforms like TikTok, Instagram, YouTube, Amazon, Snapchat, voice assistants, and now AI chatbots. 

In other words, SEO strategies can’t rely solely on Google anymore. This is the advent of “search-everywhere optimization,” where the goal is to make your content visible wherever your audience might be searching. 

For multifamily marketers, this shift is huge. Prospective renters might discover your property through an Instagram neighborhood tour, a TikTok video of your amenities, a question answered on Reddit, or a query to Alexa or Siri. They might even ask ChatGPT or another AI assistant for “the best pet-friendly apartments in {City}” and get an AI overview of options. 

If your marketing strategy is focused only on ranking in Google’s search results, you risk missing swaths of these prospects. The “new SEO” means embracing a fragmented ecosystem and crafting content that’s optimized for multiple search engines and social platforms. 

Practically, this could involve:

• Social SEO: Optimizing your social media profiles and posts with keywords (yes, people search within social apps). For example, ensuring your Instagram captions include local neighborhood terms or amenities can help you appear in Instagram search results. TikTok SEO is also a real thing; savvy brands are including spoken keywords in their TikTok videos and text overlays so that TikTok’s algorithm surfaces them.
• Visual Search: Recognizing that renters often search visually. Instagram and TikTok are essentially visual search engines. A strong visual content strategy (high-quality photos, short videos, virtual tours) optimized with the right tags and descriptions can capture those searchers.
• Alternative Platforms: Don’t forget platforms like YouTube (for longer video content), Pinterest (for apartment decor inspiration searches), and even voice search on smart speakers. The rise of voice search is notable — 58% of consumers have used voice search to find local business information, like nearby apartments. If someone asks a voice assistant about your property, will it have the information (and reviews) needed to recommend you?

The bottom line: your multifamily marketing plan must treat SEO as broader “search everywhere” optimization. It’s about meeting potential renters on their terms, whether that’s a Google query, a social media search, or an AI chatbot conversation. The future of SEO lies in embracing this multi-platform reality and ensuring your brand is present and persuasive across all of it.

Hype vs. Reality: AI-Driven Search Traffic in 2025

Of course, no conversation about the future of search is complete without talking about generative AI tools like ChatGPT. Over the past two years, we’ve heard countless predictions that AI chatbots will revolutionize search and siphon traffic away from traditional search engines. Some multifamily marketers might be wondering if “ChatGPT SEO” is now a thing, and whether they should be optimizing content for AI referrals. The truth requires cutting through some hype. 

There’s no doubt that ChatGPT’s usage has skyrocketed. OpenAI’s ChatGPT reached over 400 million weekly users by early 2025, an astonishing adoption rate. And indeed, websites have started seeing traffic coming from ChatGPT’s citations. In fact, referrals to publisher websites from ChatGPT have grown eightfold in the span of six months. 

But before we declare the death of Google, let’s look at the actual impact: even after an 8x surge, AI-driven search traffic still accounts for less than 0.1% of total visits for those sites. 

In other words, 99.9% of traffic is still coming from traditional channels. ChatGPT might be sending a trickle of extra visitors, but it’s nowhere near replacing Google, direct traffic, or even social media referrals in volume. 

ChatGPT’s popularity doesn’t (yet) equal massive web traffic. Despite the buzz, ChatGPT referral traffic is still a tiny slice of the pie for most websites. 

For example, fourteen leading news publishers received a combined 3.5 million visits from ChatGPT in one month — sounds great, until you realize those sites had 3.8 billion total visits that month. That’s why AI-driven search made up under 0.1% of traffic. This gap between hype and reality is critical as you plan your 2025 SEO strategy. 

Yes, you should watch ChatGPT and similar AI platforms, but don’t bet the farm on them just yet. Why is AI referral traffic so small despite the huge usage of tools like ChatGPT? The fundamental issue is user behavior. Generative AI tools often answer questions directly on their own platform, without sending the user to an external site. 

If a renter asks ChatGPT, “What are some good apartments in Downtown Seattle?”, ChatGPT might generate an answer drawing from various sources (and cite those sources). The user gets a convenient summary right there in the chat interface. They might not feel the need to click through to every source cited. 

In essence, AI-driven search encourages “zero-click” results even more than Google does — the answer is delivered in full, which is great for user convenience but not so great for your website’s traffic. Publishers and brands are essentially training AI models with their content, and not always getting the click credit back. 

So what does this mean for you as a multifamily marketer? Calibrate your expectations. Don’t ignore AI search (it’s growing fast, and those numbers could change), but don’t panic either. Google is still the primary source of SEO traffic for now, with social and direct channels also crucial. Consider AI chatbots as additional discovery tools — if ChatGPT or Bing Chat can cite your content, it’s another way to build brand awareness. 

For instance, an AI answer might mention your property or quote your blog post about renting tips, planting a seed in the user’s mind. But that click may never show up in your analytics, so success might look different (brand mentions, not just site sessions). 

A savvy SEO strategy keeps one foot grounded in reality and one foot testing the waters of emerging tech. Continue to invest in traditional SEO and content marketing strategies that drive organic traffic (more on that below), while also experimenting with optimizing content for AI. This could mean ensuring your content is well-structured and factual so AI models find it credible and worth citing. It might also mean using schema markup or FAQs on your site that could be pulled into AI answers. 

Just remember: AI-driven search is a supplement, not a substitute — at least for now. The worst thing a marketing leader could do is chase the shiny object (AI) at the expense of the proven channels that still deliver 99% of your leads.

Smarter or Just Louder? Generative AI’s Impact on Content Quality

One of the promises of generative AI is that it can make content creation lightning-fast. Thanks to tools like ChatGPT, marketers can now produce blog posts, social captions, and even video scripts in a fraction of the time it used to take. 

But this raises a pivotal question: Is generative AI making content smarter, or just making the internet louder? Quantity has skyrocketed — quality, not so much. As an executive overseeing multifamily marketing, it’s critical to discern whether AI is actually improving your content strategy or just adding to the noise. 

Let’s face it: AI-generated content has exploded in recent years. It’s never been easier to spin up 1,000-word articles on any topic under the sun. Need 50 variations of a property description for SEO? An AI can give you that in seconds. 

But there’s a catch: AI can only regurgitate what’s already out there. As one industry expert aptly asked, is AI content just repackaging existing information?

In many cases, yes. Generative models predict plausible text based on their training data — they don’t generate new knowledge. If everyone in your market is using the same AI tools trained on the same data, you’ll all end up publishing eerily similar, surface-level content. 

The result? A deluge of blogs and pages that add volume but not unique value. Content gets louder, but not smarter. On the other hand, original research and insights are the antidote to AI noise. 

When your brand produces content based on unique data — say, a proprietary survey of renters, an analysis of your leasing trends, or a case study from your portfolio — you’re creating something AI can’t replicate (at least until it trains on your content!). 

Original, data-driven content marketing gives you fresh statistics, novel perspectives, and specific expertise that stand out in search results. It establishes you as a thought leader with true authority, rather than just another content mill. 

While generative AI in marketing can boost efficiency, original research remains the key to true authority. In other words, to build brand authority in SEO, you still need human intelligence and creativity behind your content. 

Consider this scenario: A regional property management firm decides to publish a “2025 Renter Preferences Report,” drawing on their internal resident surveys and local market data. They uncover, for example, that 68% of their prospects prioritize commute time over rent price (a hypothetical finding). They publish this report and an accompanying blog post with the data. This kind of original research in SEO is gold — dozens of other sites might quote it, bloggers will link to it, and it gives Google something truly new to chew on. 

Meanwhile, a competitor down the road churns out ten AI-written articles like “Top 10 Apartment Amenities” that say nothing readers haven’t already seen. Which content will earn more backlinks, social shares, and trust? The one with original, data-driven insight. As one marketing leader put it, “AI can summarize existing data, but it can’t generate new insights.”

Brands that invest in creating those new insights will dominate search in the long run. This isn’t to entirely dismiss AI’s role. Generative AI is a fantastic tool for productivity —  it can help draft outlines, rewrite sections for tone, or generate ideas. It’s being integrated into content marketing strategies everywhere. Use it for the grunt work, by all means. But don’t outsource your expertise. 

The best approach is a hybrid one: leverage AI for efficiency, but infuse your content with the human touch, industry experience, and original data that only you can provide. 

Think of AI as your copywriting assistant, not your strategist. The brands that win will be those who pair AI’s speed with human strategy and original research. That’s how you create content that’s not just more content, but better content. And one more word to the wise on this topic: transparency. Audiences are becoming savvy about AI-generated content, and some are wary of it. 

A recent survey found 94% of consumers believe AI content should be disclosed, and 46% are less likely to trust a brand that doesn’t disclose AI-generated content. This means authenticity is part of content quality, too. If you do use AI in creating content, consider being upfront about it or at least ensure it passes a high bar of quality and fact-checking. 

In the end, content that is honest, insightful, and truly useful will rise above the noise, no matter how it’s produced.

The Human Touch: Why User-Generated Content Still Matters

Amid all this talk of AI, it’s easy to forget a simple truth: people trust people. In the multifamily business, leasing is a very human decision — someone is choosing their next home. All the slick AI content in the world can’t replicate the authenticity of a real resident’s opinion or a genuine human voice. That’s why user-generated content (UGC) has become more vital than ever for SEO and marketing performance. 

In fact, in a landscape increasingly flooded with AI-produced text and stock marketing copy, the human touch might be your biggest differentiator. Consider these telling statistics: 79% of people say UGC highly impacts their purchasing decisions, and 85% find UGC more influential than brand-created content.

In other words, if someone is on the fence about your apartment community, they’re far more likely to be swayed by a resident’s Instagram post or a review on Apartments.com than by your polished brochure copy. This makes sense — UGC is seen as more authentic because it is more authentic. It’s the digital word-of-mouth. Renters trust the lived experiences of other renters over a corporate website every time. 

And notably, this isn’t just a consumer gut feeling; it translates into SEO performance as well. Google’s algorithm itself now prioritizes content like customer reviews, Q&A forum discussions, and social proof in search results. 

When someone searches for “Best apartments in Uptown” or “{Your Property} reviews,” Google often showcases UGC (i.e., the star ratings, the review snippets, the questions people ask on Google Maps) right at the top of results. 

Authentic voices carry weight. It’s no wonder Google has evolved to surface user-generated content prominently. Reviews and community-driven discussions signal trust and relevance. 

And as of 2025, social media algorithms are also favoring UGC more than ever. Instagram and TikTok have tweaked their platforms to push authentic, community posts to the forefront of feeds. 

A resident’s raw, unscripted TikTok tour of an apartment can go viral overnight, whereas a slick professional video might get ignored. The takeaway: UGC isn’t just “nice to have” — it’s a cornerstone of modern SEO and brand trust. So, how can multifamily marketers harness the power of UGC? 

First, encourage your residents to create content. This could be as simple as running an Instagram hashtag contest for the best balcony garden photos in your community, or asking for testimonials to feature on your website. Every genuine review, rating, and social mention contributes to your “digital footprint” in search. Prospective renters often Google “[Your Property] reviews” — make sure there’s something positive for them to find. Even negative reviews, when responded to sincerely, can boost trust (and yes, engagement on those review pages helps SEO too). 

Second, integrate UGC into your own content. Showcase real resident stories on your blog. Include quotes from testimonials in your email marketing. Curate social media posts by residents and share them (with permission). Far from ceding control of your message, this approach builds credibility. As marketing experts point out, brands that harness UGC see higher engagement and better conversions because consumers crave authenticity.

Google knows this — engagement and time-on-page are ranking signals. A heartfelt video testimonial might keep a prospect on your site longer (helping SEO) than a generic AI-written paragraph. 

Finally, note that UGC can fill content gaps that your team might not even think of. Residents will discuss things in reviews and forums that aren’t on your radar — maybe praising the dog park during winter, or noting that the on-site gym gets crowded at 6 pm. These bits of information often contain keywords and long-tail phrases future renters search for (“dog-friendly apartments with winter facilities” or “apartment gym peak hours”). 

By facilitating and listening to UGC, you indirectly boost your SEO for those niche queries, too. In a time when AI content is everywhere, UGC stands out as real, unscripted, and trustworthy. It’s content that AI can’t fake.

Make it a part of your strategy: encourage it, amplify it, respond to it. Not only will you earn renters’ trust, but you’ll also please the search engines by providing the kind of content they know users want to see.

Featured Snippets Are Fading: Enter Answer Engine Optimization (AEO)

If you’ve been keeping an eye on your Google traffic over the past year, you might have noticed something curious: those once-coveted featured snippets (the answer boxes at the top of search results) are showing up less often for your keywords. And when they do appear, they might be grabbing the answer and yielding fewer clicks to your site. 

What’s happening? 

In a word: evolution. 

Google is transitioning from a “search engine” into more of an “answer engine,” especially with the rollout of its AI-driven features. For multifamily marketers, this means it’s time to pivot from traditional snippet-focused SEO to Answer Engine Optimization (AEO). 

First, let’s talk about the decline of the featured snippet. Several recent studies have shown a significant drop in the prevalence of featured snippets on Google since late 2024. In one analysis, the number of queries that yielded a featured snippet fell by 35% between September 2024 and March 2025.

In some niches, the decline was even more dramatic — another dataset showed a 57% drop in snippet occurrence over that period for a set of tracked queries.

The culprit? Google’s new AI-generated answers (often called “AI overviews” in Search Labs) are starting to replace the traditional snippet in many cases.

Instead of a single website excerpt getting the spotlight, Google’s AI might generate a multi-source summary for the user’s query. Even when featured snippets do appear, their ability to drive clicks has diminished. Why? Because if the answer is right on the page, users have less reason to click through. 

Recent research by Ahrefs compared search results with and without Google’s new AI overview present. The findings were sobering: when an AI overview was shown, the click-through rate (CTR) of the top organic result plummeted from about 7.3% to 2.6%.

That’s a massive drop in traffic for the site that technically “ranks #1.” In percentage terms, one study noted a 34.5% reduction in organic CTR for top pages when Google’s AI overview was in play.

Essentially, the AI answer is siphoning off clicks that would have gone to the organic results — a trend similar to how old featured snippets sometimes led to “zero-click searches,” but now on steroids. Google’s own CEO has claimed that AI overviews could improve engagement, but early data contradicts that.

For marketers, this means that even if you maintain your rankings, you might see less traffic coming from those rankings if Google decides to answer the query on the SERP itself. 

So, are featured snippets dying? It appears they’re certainly losing prominence. But the need to be the source of answers is not dying — it’s just shifting. This is where Answer Engine Optimization (AEO) comes in. AEO is the practice of optimizing your content specifically to serve as direct answers in these new paradigms. 

Rather than just aiming for Rank #1 in a list of blue links, you’re aiming to be the answer that the search engine (or voice assistant, or chatbot) delivers to the user. It’s an evolution of traditional SEO, recognizing that more searches are happening in an answer-oriented context (think Google’s AI summaries, Siri’s spoken answers, Alexa’s responses, etc.). 

What does AEO involve? In many ways, it builds on good SEO practices but with extra structure and clarity. Key tactics include:

• Provide Concise, Structured Answers: For common renter questions (e.g. “What amenities do luxury apartments have?” or “How much is the average rent in Uptown?”), make sure your content provides a clear, succinct answer. Use headings, bullet points, and schema markup (like FAQ schema) to signal the structure. AEO is about giving the algorithms exactly what they need to extract a direct answer. If you have a blog post titled “10 Questions to Ask When Renting an Apartment,” you might format it so each question is a header followed by a brief answer. This increases your chances of being pulled into a featured snippet or voice answer box.
• Optimize for Voice Search Phrases: Voice queries tend to be conversational and often phrased as questions or commands (“find me an apartment near the park with 2 bedrooms”). 58% of consumers use voice search for local business info, so it’s crucial to mirror that language in your content. This might mean incorporating Q&A-style content on your site. Think about the exact phrases a renter might speak into Siri or Alexa, and make sure those phrases (or close variations) appear in your copy. AEO and voice search optimization go hand-in-hand.
• Maintain Fast, Mobile-friendly, and Context-rich content: This hasn’t changed – the technical side of SEO (speed, mobile UX, meta tags) still matters for AEO. But additionally, context matters. For instance, if someone asks, “Which apartments in my area have dog parks?”, an AI-powered engine might favor content that directly addresses pet-friendly apartments in that specific area. Ensure you have hyper-local content and that your Google Business Profile, NAP (Name, Address, Phone) data, and local schema are all up to date. That way, if an answer engine is picking “best apartments near [neighborhood]”, your data helps put you in the mix.
• Focus on Intent and Accuracy: AEO is unforgiving to fluff. If your content doesn’t directly answer the user’s intent, it likely won’t be used by an answer engine. During content planning, identify the core intent behind keywords. For example, someone searching “apartment lease guarantor” likely wants to know what a guarantor is and how it works. AEO-oriented content on that topic should jump straight into an explanation, not beat around the bush. And accuracy is paramount – if answer engines find a more authoritative or precise answer elsewhere (or worse, if your content is wrong), you’re out. This is where having original research and clear sources can help (a nice overlap with the previous section). If you can cite a statistic or provide a fact no one else has, you become the authority the answer engine trusts.

It’s worth noting that AEO doesn’t replace traditional SEO; it augments it. You still want to rank well in the regular results, because not every search has an answer box, and many users still scroll. But AEO recognizes that the top-of-page real estate is evolving. 

We’re headed toward a search results page that might have an AI summary at the top (with citations), followed by maybe one featured snippet or knowledge panel, and then the list of links. And in voice search, there is often only one answer given. It’s a winner-takes-all scenario. That’s why securing that answer spot can deliver outsized rewards. 

Forward-thinking multifamily marketers should start treating AEO as an essential part of their SEO strategy. Answer Engine Optimization means thinking beyond “How do I rank #1 for [keyword]?” to “How do I become the trusted answer for questions my audience is asking?” It’s a shift in mindset from pure keywords to user questions and intents. 

In practice, this might mean creating more FAQ pages, writing more how-to guides and Q&A style blogs, and using tools like Google’s “People Also Ask” and Bing’s chat queries to research what questions are being asked. If featured snippets are indeed on the decline, then capturing that Answer Engine position (whether on Google SGE, a voice assistant, or an AI chat) is the next big prize.

Google’s SGE: What It Is and How to Adapt

By now, you’ve likely heard of Google’s Search Generative Experience (SGE) — Google’s bold experiment to infuse generative AI into the search results page. For multifamily marketers, SGE is one of the most important developments to watch, as it could fundamentally change how your prospective renters interact with search. Let’s break down what SGE is, how it’s reshaping search, and what you should do to stay ahead. 

What is SGE? In simple terms, SGE is Google’s effort to provide AI-generated answers within Google Search itself. Instead of just showing the usual list of blue links, Google can now generate a rich answer at the top of the results for certain queries. This AI-powered summary might include text, bullet points, images, and citations with links to the sources. The idea is to give users a deeper, more intuitive result, especially for complex queries. 

For example, a user could type a broad question like “What are the best neighborhoods for young professionals in Dallas with affordable rent?” and SGE would produce a concise overview: perhaps mentioning three neighborhoods, highlighting a couple key stats or insights for each (drawn from various websites), and then suggesting some next follow-up questions. It’s search meets AI meets a bit of a chat-like experience. Google says SGE aims to help people ask more nuanced questions, grasp topics faster with AI summaries, and even accomplish tasks directly from the search interface. 

You might have seen examples where SGE can do things like draft an email or generate an image if prompted, though for most search marketing purposes, it’s the Q&A summary that matters. At its core, SGE represents Google’s response to the chatbots (ChatGPT, Bing Chat) that were threatening to upend traditional search. Google is basically saying: “We can do that too, right on our search page.” 

Now, how does SGE reshape the search results page (SERP)? From what we’ve observed in beta tests and rolling updates, when SGE is activated for a query, it typically occupies the top of the SERP with a colorful background, spanning the width of the page. The traditional ads and search results get pushed further down. The SGE answer often provides a few key points and then perhaps 3-5 links as citations or “next steps” for the user to click if they want more detail. 

In effect, it can function like a super-featured snippet. For multifamily, imagine a query like “Luxury apartments vs budget apartments differences” — SGE might display a short comparison table or list, citing an article that you (hopefully) wrote. The critical impact here is on visibility and clicks. If your content is one of the cited sources in an SGE answer, your brand gets visible at the top in the context of that answer, which is great for exposure. 

However, the user might get a lot of info from the AI summary itself, meaning they might not click your link even if you’re cited. SGE, therefore, shifts some visibility from traditional organic results to AI-generated summaries. 

If your content isn’t part of those summaries, you risk losing out on traffic and awareness. As one SEO expert put it, this change “changes the game for multifamily marketers” — if your site isn’t optimized to appear in SGE responses, you could be invisible to a segment of searchers. Traditional SEO principles still apply, but they must be expanded to account for how AI curates content. 

So, what should multifamily marketers do to adapt to SGE? Here are a few strategies:

• Keep Creating High-Quality, In-Depth Content: This point cannot be overstated. SGE tends to pull from top-ranking, authoritative content to build its answers. Google isn’t inventing information; it’s synthesizing from the best of what it finds. That means your content still needs to earn its way to the top. Comprehensive guides, helpful blog posts, and resource pages that thoroughly answer renters’ questions stand a better chance of being included in SGE summaries. For instance, a well-researched blog on “10 Tips for First-Time Renters” that gains traction could be what SGE pulls from when someone asks a related question. Continue to prioritize original research and expertise as discussed earlier — those qualities make your content more likely to be seen as authoritative. In short, content depth and value matter even more now.
• Optimize for Conversational Queries: With SGE (and AI chat in general), we expect more users to type queries in a natural, question form. They might treat Google a bit like ChatGPT, using complete sentences or very specific questions. Adjust your SEO keyword research to include these long-tail, conversational queries. Consider adding an FAQ section to relevant pages addressing those questions (e.g., “What’s it like living in [Neighborhood]?” or “How do I budget for my first apartment?”). Being optimized for these nuanced questions increases your chances of getting picked up by SGE’s algorithms.
• Ensure You’re Technically AI-Friendly: This is new territory, but early indications are that proper schema markup (like FAQ schema, HowTo schema, etc.), clear headings, and well-structured content can help AI better understand and extract your content. Also, continue following E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness) — Google’s AI is likely tuned to favor content from sources that demonstrate these qualities. For multifamily firms, this means showcasing your expertise (e.g., through author bios, case studies, and citing trustworthy data). If SGE is picking which site’s info to trust in an answer, you want to signal “we know our stuff and can be trusted.”
• Leverage Local SEO for SGE: Multifamily marketing is inherently local. SGE has shown improvements in handling local search queries — for example, “apartments near Central Park under $3k.” Make sure your local SEO is airtight: update your Google Business Profile with complete info and fresh photos, gather Google reviews (which both help traditional SEO and might influence AI results for local intent), and include localized content on your site. If there are common local questions (e.g., “Is [Neighborhood] safe for families?”), consider addressing those on your blog. SGE will likely use data from Google Maps, reviews, and local content when answering location-based questions, so be present in those data sources.
• Monitor and Measure: Start looking at your analytics and Google Search Console data for signs of SGE’s impact. Google is beginning to report when content is shown in AI overviews. You might see impressions for queries where you were cited by SGE without a click. Keep an eye on overall organic traffic and click-through rates on your top queries. If you notice drops that coincide with SGE’s rollout, that might prompt you to double down on AEO tactics or content updates. Conversely, if you see spikes in impressions but not clicks, that could indicate your content is being surfaced in SGE answers. It’s a new kind of metric to wrap your head around: being “visible” even without a click. We might need to start valuing that exposure in a similar way to how we view, say, a billboard impression — it has branding value even if it doesn’t drive an immediate click.

It’s important to remember that SGE is still an experiment. Google is testing and refining it, and it’s not yet available to all users as of this writing. There’s been both excitement and pushback; some users love the new AI answers, others find them confusing or worry about inaccuracies. Google will undoubtedly tweak the feature over time. Maybe SGE becomes the new norm; maybe it gets dialed back. 

Regardless, the trend is clear: search results are becoming richer and more AI-driven. As a multifamily marketing leader, staying informed and agile is your best play. In summary, treat SGE as both a challenge and an opportunity. 

• The challenge: your content now has to compete in an AI-curated space and not just the old 10 blue links. 
• The opportunity: if you can land your content as part of an SGE answer, you gain prime visibility and the halo effect of being “what Google itself summarized.” Adapt your SEO strategy with SGE in mind, and you’ll be positioning your brand for the next generation of search.

Back to the Basics: The Era of New SEO

The search and content landscape for multifamily marketing is undergoing its most profound shift in decades. Generative AI, alternative search platforms, and evolving user behaviors are rewriting the rules that many of us grew comfortable with. As an executive, it’s easy to feel a bit of uncertainty (or even skepticism) amid all the rapid change. But within this upheaval lies opportunity. 

The key is to embrace the change strategically, without losing sight of timeless marketing truths. If there’s one theme that emerges from examining these trends, it’s a sort of “back to basics” by way of the future. 

Yes, the tools and platforms are changing — from Google’s SGE, to TikTok search, to ChatGPT referrals — but what those algorithms and users ultimately seek remains consistent: relevance, value, and trust. In a world where AI can generate content by the ton, originality and authenticity become your trump cards. 

For multifamily marketers, the mandate is clear: diversify and double down. Diversify your SEO approach beyond Google — optimize for that “search-everywhere” reality where renters might find you on Instagram, YouTube, or an AI assistant as much as on a SERP. But double down on what makes your brand stand out — your unique expertise, your data, your community of residents (who can advocate for you), and your human touch. 

Practically, this means your marketing team’s playbook for the next 12 months might include actions like these:

• Conduct a Content Audit for Originality: Review your blog, website, and social content. How much of it is saying the exact same thing as your competitors (or what an AI could scrape together)? Identify places to inject original research in SEO content — perhaps commissioning a renter survey, analyzing your internal data for trends (e.g., “move-in rates are highest in Q3” or “pet owners stay 6 months longer on average”), or creating interactive content (like a rent calculator or neighborhood quiz). This original content will not only engage readers but also earn backlinks and citations that improve your Google SEO and even your presence in AI summaries.
• Build a UGC and Community Strategy: Make it easy and rewarding for your residents to leave reviews, share on social, and participate in testimonials. This might involve reputation management software or simply more active community management on your part. Remember, every star rating and review snippet can bolster your brand authority in SEO by signaling trust to algorithms (and humans!). As we saw, authenticity is king, and your residents can speak to that better than anyone.
• Train Your Team (and Yourself) on AI: Rather than fearing AI tools, empower your marketing team to use them wisely. AI can assist with keyword research (e.g., using ChatGPT to brainstorm question variants people might ask), help repurpose content (turn a blog post into a tweet thread or a video script), and handle mundane tasks — freeing your humans to focus on strategy and creativity. Establish guidelines for AI-generated content to ensure it meets your quality standards and is transparent. By weaving AI into your workflows, you stay efficient and signal that your organization is forward-thinking.
• Stay Educated on SEO Developments: The pace of change in search marketing is blistering. What Google rolls out this month might change by next quarter. Consider allocating time for your team to follow SEO news or even engage with SEO communities. When Google makes a major change (like an SGE update or an algorithm tweak), have a quick internal review of how it might affect your properties’ web traffic and lead flow. In short, keep your finger on the pulse. The companies that adapt fastest often gain a competitive edge.
• Refocus on Metrics that Matter: Lastly, rethink how you measure marketing impact in this new era. Traditional metrics like organic traffic and click-through rate are still important, but we might need to add new KPIs to the dashboard. For example, if zero-click searches rise, you might track “brand visibility” — such as how often your brand appears in search results or is mentioned by AI, even if a click doesn’t occur. You might track engagement on social platforms as part of SEO success (since those platforms drive search discovery). And of course, bottom-line metrics like lead volume, conversion rate, and occupancy rate remain the ultimate judges of success. Ensure that even as you try new approaches, you tie your efforts back to tangible business outcomes (leases signed, inquiries, tours booked). Upper management will appreciate that you’re innovating and staying accountable to results.

Navigating this new SEO landscape requires a blend of openness and steadfastness. Be open to the new: new platforms, new techniques, new consumer habits. Experiment with that TikTok idea, test a voice-search optimized FAQ, explore a partnership with local influencers, or try a pilot using AI for a content series. But remain steadfast in your commitment to your brand’s core value proposition and authenticity. 

Technology will continue to evolve, but the fundamental need for trust and authority in marketing does not change. Generative AI and Google’s evolving search might reshape how SEO is done, but they don’t change why SEO is done — to connect your offering with the people who need it, in the moments they are searching. 

The path forward is to adapt boldly while carrying forward the lessons of what truly resonates with renters. Do this, and you won’t just survive the changing SEO game; you’ll lead it, human touch and all, into the future of multifamily marketing.

AI Search Traffic Is Rising, But Does It Really Matter?

There’s been a lot of noise lately about AI-powered search, with tools like ChatGPT and Perplexity promising a new era of discovery and content consumption. But for all the buzz, are these platforms actually delivering meaningful traffic to businesses?

The short answer: Not really — at least, not yet.

The Data Tells a Different Story

Despite an eightfold increase in ChatGPT referral traffic over six months, these visits still represent less than 0.1% of total site traffic for top publishers like The Guardian, Forbes, and The New York Post. In other words, AI-driven search isn’t sending significant clicks — at least not at the scale traditional search engines do.

In January 2025, The New York Post received 760,000 visits from ChatGPT, representing 0.5% of its 143.5 million monthly visits. Meanwhile, The Guardian and Forbes also saw sizable gains, with 730,000 and 560,000 referrals, respectively.

For industries that rely on organic traffic (multifamily included), this raises an important question: Should we shift focus away from SEO in favor of AI-driven discovery?

Not so fast.

AI Search vs. Traditional Search: A Multifamily Perspective

Let’s bring this into our world. When renters search for apartments, they’re not just looking for answers — they’re looking for places to live. They want photos, reviews, pricing, and availability. They want an experience, not just a summary. And that’s where traditional search engines still dominate.

Google sends traffic directly to apartment websites, ILS listings, and community pages. It leads users to interactive maps, virtual tours, and leasing portals where they can take action. AI search, on the other hand, often provides summarized answers without driving users deeper into the funnel.

For property managers, developers, and marketers, that means SEO still reigns supreme. Ranking well in search results, optimizing Google Business Profiles, and leveraging high-intent keywords are still the most effective ways to capture organic traffic and convert prospects into leads.

But what about generative AI? If renters begin searching differently — asking conversational queries instead of traditional keyword searches — won’t that change the way we need to approach SEO?

Yes and no.

AI, Generative Search, and the Human Element

In one of our latest blogs, we explored how AI-powered search is evolving and what that means for content marketing. Google’s Search Generative Experience (SGE) is already shifting how search results appear, offering AI-generated summaries instead of a standard list of links.

This has some marketers worried. If AI-generated snippets provide all the information upfront, will users even need to click through to a website?

Not necessarily. 

AI-generated search results still pull their information from web content. That means the businesses that invest in high-quality, well-structured, and authoritative content will still get cited.

However, here’s where the real problem lies: AI isn’t perfect.

At Criterion.B, we’ve tested countless AI-generated pieces, and while tools like ChatGPT and Gemini are helpful for brainstorming, they lack depth, nuance, and accuracy in some instances — all things a human editor must fix before publishing. Relying too heavily on AI content leads to generic, impersonal, and often incorrect information. AI alone isn’t enough — it still needs a human touch.

We also see Answer Engine Optimization as a natural evolution of traditional SEO — not a replacement. While ranking on Google’s first page is still essential, the way users search for information is shifting. More than ever, search engine results pages (SERPs) are dominated by featured snippets, AI-generated summaries, and voice search responses. This means users increasingly get their answers before ever clicking on a website.

For multifamily websites, this shift requires a new approach. It’s not just about ranking — it’s about being the answer. Instead of focusing solely on keyword rankings, Answer Engine Optimization ensures your content is structured to deliver immediate, direct answers to user queries, increasing visibility in featured snippets, AI-powered search results, and voice search.

Multifamily SEO in the Age of AI Search

So, should multifamily marketers care about AI search? Yes — but with caution. 

AI-driven search is still evolving, and its role in multifamily marketing remains uncertain. While generative AI referrals may increase over time, they are unlikely to replace the need for a strong multifamily SEO strategy. The key is balance:

• Continue prioritizing traditional SEO — it’s still the primary driver of organic traffic.
• Enhancing structured data so search engines can better understand and feature your content.
• Prioritizing user intent by crafting content that aligns with the way people actually search, whether they’re typing into Google or asking Alexa for apartment recommendations.
• Monitor AI-driven search trends — but don’t overhaul your multifamily marketing plan just yet.
• Optimize for featured snippets and structured data to increase the chances of generative AI tools citing your content.
• Create content that ChatGPT and others want to reference — thought leadership, original research, and unique insights are more likely to be used in AI-generated responses over rehashed, generic content.

This last point is crucial. Brands that invest in proprietary data and original content will always have an advantage — because AI tools can only summarize what already exists. If your content is the original source, AI will use it.

The Future of AI Search and Multifamily Marketing

We’re still in the early days of AI-driven search, and no one knows exactly how it will shape the industry long term. But if there’s one takeaway from all of this, it’s this: SEO isn’t dead. It’s just evolving.

What’s your take? Are you seeing meaningful traffic from AI-driven search, or is it all just noise? Let’s discuss.

Generative AI in Marketing: Is Original Research Still Worth It?

AI-generated content has exploded in the last few years, making SEO efforts faster and more scalable than ever. 

But with the rise of generative AI, are we losing true expertise? AI can churn out thousands of words in seconds, but is it just repackaging what’s already out there? 

In contrast, original research brings something new to the table — data-driven insights that drive authority, build trust, and differentiate brands.

But scaling original research in SEO is tough. It takes time, effort, and resources. 

So, in an era where generative AI is at our fingertips, is original research still worth the investment? Or are we headed toward a future where SEO is simply about who can produce content the fastest?

We asked eight thought leaders for their take on original research vs. AI-generated content, and the consensus is clear — while generative AI in marketing can enhance efficiency, original research remains the key to true authority.

The Challenge of Scaling SEO Through Original Research

Scaling SEO with original research is problematic because it requires time, money, and expertise. Unlike AI-generated content, which can be produced quickly, original research involves surveys, proprietary data collection, and industry reports.

Aaron Franklin, Head of Growth at Ylopo, knows firsthand how powerful original research can be. He ditched generic SEO tools for manual surveys and found that what people actually care about often differs from what search algorithms assume.

“In 2018, I manually surveyed 400 homeowners instead of relying on SEO tools,” Franklin said. “The result? A report revealing 68% cared more about commute times than school districts — a nuance algorithms missed. That study still drives 12% of our organic traffic today.”

Franklin’s experience highlights a key limitation of AI: It can summarize existing data, but it can’t generate new insights. This is why original research holds lasting value — it feeds unique, high-quality content into the SEO ecosystem rather than rehashing the same information AI scrapes from the web.

Why Original Research Still Matters in SEO

Many marketers agree: While original research is challenging to scale, it’s more impactful in the long run.

Lana Rafaela Cindric, SEO & Content Manager at SiteGuru, points out that people are tired of seeing the same recycled content online:

“Most content out there is rehashed and plain annoying to users who now turn to Reddit for fresh insights,” Cindric said. “We first look at what our data can tell us about audience challenges, then format it into what works best — blog posts, videos, or whitepapers. This has led to increased organic rankings and social shares.”

This is the real power of original research — it doesn’t just help SEO; it builds brand authority in SEO and thought leadership.

Darwin Liu, CEO of X Agency, emphasizes how original research sets brands apart:

“Scaling SEO with original research is challenging but rewarding. We’ve increased engagement by 50% through data-driven reports, secured high-authority backlinks, and created evergreen content that fuels long-term organic growth. AI can summarize, but it can’t replace real-world insights.”

Simply put, brands willing to invest in original research will own their niche, while those relying solely on AI-generated content risk blending into the noise.

AI + Original Research: Finding the Balance

The best approach isn’t choosing between AI and original research — it’s leveraging both. AI can process large datasets and summarize trends, but it works best when paired with original data that generative AI doesn’t have access to.

For example, Swayam Doshi, Founder of Suspire, ran a study on eco-friendly packaging preferences, and the results were game-changing:

“By publishing our findings, we saw a 41% increase in organic traffic within three months. AI made it easier to analyze the data, but the original research helped us stand out as a thought leader.”

Similarly, Laurence O’Toole, CEO of Authoritas, notes that original research plays a huge role in lead generation and competitive advantage:

“Original research works exceptionally well for high-quality lead generation and increased conversion rates. It also generates links and shares, positively impacting rankings.”

AI alone can’t create this level of engagement. But when AI is used as a supporting tool — to process data, automate tasks, or repurpose insights — it becomes a powerful asset in scaling research-driven content.

Are We Losing Expertise in the Age of AI?

With AI-generated content flooding the internet, some fear that true expertise is being lost. But for those willing to go beyond generic AI-driven content, the opportunity to stand out is greater than ever.

As Yoyao Hsueh, Founder and CEO of Floyi, puts it:

“Original research is the gold standard of content and SEO. AI can summarize existing knowledge, but it can’t generate new knowledge. That’s where real expertise comes in.”

At Criterion.B, AI is an incredibly useful tool for content marketing, but it should never replace human expertise. Brands that commit to producing new insights — whether through surveys, case studies, or proprietary research — will always have an edge.

The future of SEO isn’t about who can generate the most content the fastest. It’s about who can provide the most valuable content.

That’s what sets real thought leaders apart.

Mastering AEO: The Key to Engaging Renters in an Evolving Search Landscape

As search evolves from delivering blue links to providing direct answers, Answer Engine Optimization (AEO) has emerged as a pivotal strategy in digital marketing. 

AEO focuses on optimizing content, so it’s primed for platforms like Google’s Search Generative Experience (SGE), voice assistants, and AI-driven tools like ChatGPT. For multifamily marketers, embracing AEO is not just optional — it’s essential to stay ahead in a competitive market.

What Is AEO, and Why Does It Matter?

AEO is the process of optimizing content to ensure it appears as a direct answer to users’ queries. Unlike traditional Search Engine Optimization (SEO), which targets general keyword rankings, AEO focuses on delivering concise, accurate, and structured responses that align with user intent.

AEO boosts organic traffic by securing spots in answer boxes and featured snippets, which dominate search engine visibility. With 58% of consumers turning to voice search for local businesses, optimizing for this format enhances local SEO and drives valuable traffic to your site.

In 2025, users will increasingly rely on AI tools and voice search for quick answers. For example:

• Renters might ask their devices, “What are the best pet-friendly apartments near me?”
• Potential clients might search, “Which amenities are most popular in luxury apartments?”

To capture these moments, multifamily brands need to position their content as the best, most relevant answer.

Our Stance on AEO

At Criterion.B, we view Answer Engine Optimization (AEO) as an evolution of traditional SEO, not a replacement. While organic rankings remain crucial, AEO focuses on delivering immediate, actionable answers that align closely with search intent. This shift is about meeting users where they are, especially on search engine results pages (SERPs), increasingly dominated by featured snippets and AI-powered summaries.

For multifamily websites, embracing AEO means balancing traditional SEO strategies with content designed to address user questions directly. This approach allows for better visibility in both organic search results and answer boxes, driving organic traffic while enhancing the overall user experience.

To thrive in an AEO-driven landscape, we recommend multifamily brands adopt a strategy that emphasizes:

Concise and Clear Content

Content should be structured to optimize for featured snippets, ensuring it answers specific queries clearly and succinctly. For example, FAQs, bullet points, and headers can help search engines identify your content as relevant to user searches.

Data-Driven Insights

Leverage keyword research to understand what your audience is asking and what resonates with them. Search intent is key — know whether your audience is looking for quick answers, detailed guides, or actionable advice. For instance, Ahrefs reports that nearly 8.6% of clicks go to featured snippets, highlighting the value of appearing in these high-visibility spaces.

Engaging and Relevant Formats

Content from video snippets to visually appealing infographics should be tailored to engage users. Tools like Semrush have shown that rich content formats can boost click-through rates significantly, especially when paired with structured data for better discoverability.

Integration with Broader SEO Strategies

Answer engine optimization isn’t about abandoning traditional SEO but enhancing it. Multifamily marketers should aim for a balanced approach that aligns AEO efforts with ongoing SEO strategies, such as improving organic search rankings, creating relevant blog posts, and focusing on user experience.

In 2025, the rise of generative AI and voice search will further amplify the importance of optimizing content for answer boxes and search results pages. At Criterion.B, we see AEO as a vital tool in a broader marketing toolkit — one that complements branding, local SEO, and engagement tactics to deliver tangible results.

How AEO Is Changing Multifamily Websites

Featured snippets and answer boxes capture a notable share of clicks, with studies showing they account for an average of 8.6% of top-position clicks. This underscores the importance of optimizing content to answer user queries directly, especially as featured snippets are commonly used in voice search results.

AEO is transforming how multifamily websites are designed and optimized. Key changes include:

Enhanced FAQ Sections

Websites now need robust FAQ pages that anticipate user queries. For example, questions like “What amenities are included?” or “How far is this community from downtown?” should be addressed with clear, concise answers optimized for text and voice search.

Schema Markup Integration

Structured data is critical for answer engine optimization. Multifamily websites must implement schema markup to help search engines understand content context, such as floorplans, pricing, and availability.

Focus on Local Search

Local SEO has become even more important in the AEO era. Queries like “affordable apartments near [city]” are answered more effectively when Google can identify accurate NAP (Name, Address, Phone) information and localized content.

Voice Search Optimization

With more renters using voice search, websites must adapt to conversational queries. Content must mimic natural language and focus on long-tail keywords to cater to these search patterns.

The Status of AEO in 2025

As of 2025, answer engine optimization has become a mainstream practice. Major search engines, voice assistants, and AI platforms rely on algorithms to prioritize direct, relevant answers. Multifamily marketers are seeing:

• Higher Engagement Rates: Answer-focused content captures attention more effectively.
• Improved Conversion Rates: Renters who find precise information are more likely to act quickly.
• Increased Dependence on Structured Data: Without structured data, even high-quality content risks being overlooked by AI-driven systems.

However, challenges remain. Many brands struggle to balance providing direct answers with driving traffic to their websites. The shift from clicks to zero-click results requires a new approach to measuring success.

How AEO Will Affect Multifamily Marketing

Content Prioritization

Content strategies will prioritize answering high-intent questions and making blogs, FAQs, and community pages essential for attracting and engaging renters.

Increased Importance of Video

Video snippets are becoming a preferred format for AI systems. Multifamily marketers must invest in high-quality videos showcasing property tours, amenities, and resident testimonials.

Shift in Metrics

Traditional SEO metrics like clickthrough rates (CTR) may decline as AI provides answers directly. Marketers must focus on engagement metrics, such as time on page and lead form completions, to gauge effectiveness.

Greater Role of AI Tools

Generative AI tools like ChatGPT are already being used to craft AEO-friendly content. Multifamily marketers can leverage these platforms to produce natural, engaging answers tailored to renter queries.

How Are People Adapting?

As SGE and answer engine optimization take center stage in searches, businesses are rethinking their strategies to stay competitive in an AI-driven world. From retraining marketing teams to redesigning websites for better usability, the focus has moved to creating content that serves both human users and search engines. Here are a few ways our agency and our clients are adapting:

Investing in AEO-Focused Training

Multifamily marketing teams are being trained to think beyond traditional SEO. Understanding how search engines interpret queries and structure results is now a critical skill.

Refreshing Website Content

Websites are being reimagined to prioritize user intent. Navigation is simplified, and content is structured for human readability and machine parsing.

Collaborating With AI Experts

Brands are partnering with AI specialists to optimize their content for tools like SGE and voice assistants. This collaboration helps maintain visibility in a rapidly evolving landscape.

Building Trust Through Transparency

As AI-generated content increases, transparency matters more than ever. Including disclaimers about AI involvement in content creation fosters trust and aligns with consumer expectations.

We’re in Our AEO Era

Answer engine optimization represents the future of search, offering multifamily marketers a unique opportunity to connect with renters more meaningfully. Focusing on user intent, leveraging structured data, and adapting to new search behaviors will become key so multifamily brands can remain competitive in a crowded digital landscape.

Why Multifamily Marketers Must Optimize Beyond Google

The search landscape has shifted dramatically, and Google no longer holds the monopoly it once did. 

While it still leads with 18.8% of the global search marketshare, platforms like Instagram, Baidu, Snapchat, and Amazon are gaining traction, each carving out its own space in how users search for and interact with content. 

Instagram has secured its position as the second-largest search platform, reflecting a clear trend: search behavior is diversifying.

For multifamily marketers, this shift means that SEO strategies can’t rely solely on Google anymore. With users increasingly turning to alternative platforms to discover properties, neighborhoods, and community experiences, the goal must be to optimize for multiple search engines and social platforms to stay relevant and visible. 

The future of SEO lies in embracing this fragmented search ecosystem and crafting strategies that work across platforms.

Why Google Isn’t the Only Search Game in Town

While Google continues to be a leader in search, its dominance is gradually shrinking as users explore platforms tailored to specific needs. For multifamily properties, this shift signals a need to diversify SEO strategies and rethink digital multifamily marketing efforts. Platforms like Instagram, Snapchat, and Amazon are becoming integral to how users search for information, make decisions, and engage with brands.

Instagram, for example, has evolved into a powerful search engine in its own right. Users frequently search for local businesses, community visuals, and reviews on the platform, making it an invaluable tool for multifamily marketers looking to enhance user experience. Between Instagram’s visual appeal and ability to optimize posts with long-tail keywords, marketers can connect with potential renters where they’re already searching.

Snapchat offers another avenue, especially for targeting younger demographics. Its visual-first approach aligns well with creating high-quality content that resonates with users deciding where to live. Incorporating keyword research into captions and leveraging geotargeted filters can boost visibility for multifamily properties in local searches.

Although primarily a marketplace, Amazon plays a surprising role in organic searches related to housing essentials and living spaces. Multifamily marketers can use this platform to create content that links back to their properties, like blog posts about decorating small apartments or tips for maximizing storage. This strategy increases organic traffic and strengthens the marketing plan by addressing users’ specific search queries.

Relying solely on Google rank means missing opportunities to connect with your target audience across platforms where they spend significant time. Diversifying your content creation efforts to optimize for multiple platforms ensures that your multifamily property ranks higher in organic searches and builds trust with potential renters.

Strategies to Optimize Beyond Google

If you only optimize your content for Google, you’ll likely miss out on many prospects. This is why we recommend the new SEO approach. 

What’s the “new” SEO? It’s “search everywhere optimization.” This means we must take more ownership to optimize beyond Google.

SEO is evolving and you need to adapt to help maintain overall traffic levels through new ways of thinking and modern practices. 

Even Google’s Search Liaison, Danny Sullivan, said, “One of the ways to be successful with Google Search is to think beyond it.”

Here are some key strategies to help you succeed:

1. Optimize for Visual Search on Instagram

Instagram is a powerhouse for visual storytelling. The demand for quick, visually engaging content is reshaping how people search. Video content is shared twice as much as other formats, and 58% of Instagram users report feeling more connected to a brand after watching their Instagram stories. Social media platforms now serve as discovery tools, helping users find local businesses, community events, or even apartment listings.

Create content that highlights property amenities, neighborhood culture, and resident experiences. Use location-based hashtags, geotags, and Instagram Stories to enhance discoverability. High-quality, engaging visuals are more likely to appear in search results and resonate with users exploring apartment living.

2. Leverage Local SEO on Multiple Platforms

While Google Business Profile is crucial, expanding local SEO efforts to include platforms like Bing and Yelp can amplify your visibility. Ensure your property listings include accurate and consistent NAP (Name, Address, Phone) details across all platforms.

3. Embrace Short-Form Videos for Snapchat

Snapchat’s focus on ephemeral content makes it a valuable tool for showcasing quick property tours, community events, or local attractions. Short-form video content optimized for Snapchat can help you connect with younger audiences searching for lifestyle-oriented apartment options.

4. Enhance E-Commerce Style Listings on Amazon

Amazon’s search functionality isn’t just for products. It’s increasingly used to explore service offerings and local listings. Multifamily properties can capitalize by creating product-style listings that detail apartment features, benefits, and even move-in packages.

5. Incorporate Schema Markup Across Platforms

Structured data remains a cornerstone of multifamily SEO, but its application must extend beyond Google. Use schema markup to enhance your property listings on Instagram, Amazon, and other platforms to ensure search engines and users can easily interpret your content.

6. Track Cross-Platform Search Behavior

Use analytics tools beyond Google Analytics to track engagement and search trends across platforms. Understanding how your audience interacts with each platform allows you to fine-tune your strategies and allocate resources effectively.

7. Spark Interest With TikTok SEO

TikTok is also a major player in reshaping search behavior. Users turn to TikTok for quick, authentic reviews, how-to guides, and viral trends that often create or reignite search demand on platforms like Google or Amazon. For example, products that gain traction on TikTok, like turmeric skincare or Lululemon’s belt bag, see surges in related search terms across other channels. Multifamily marketers can apply the same principle by creating TikTok videos showcasing property amenities or neighborhood highlights, sparking interest that leads to deeper searches elsewhere.

TikTok SEO involves more than just hashtags. Saying keywords in the audio, using text overlays, and adding keywords in captions and transcriptions all contribute to improved visibility. Embedding TikTok videos on your website can also increase engagement and complement traditional SEO strategies.

8. Attract High-Intent Audiences on Pinterest

With over 450 million active users monthly, Pinterest has become a vital visual search engine that multifamily marketers can leverage to increase brand awareness, drive organic traffic, and engage potential renters. Pinterest users are intentional searchers; this means they often use the platform to gather inspiration or make purchasing decisions, making it an ideal place to attract high-intent audiences.

Pinterest operates on a search-based algorithm, similar to Google. Research relevant keywords using tools like Pinterest Trends or keyword research tools. Focus on terms that resonate with potential renters, such as “luxury apartments,” “pet-friendly communities,” or “downtown living inspiration.” Incorporate target keywords naturally into pin titles and descriptions to improve search discoverability. Create video pins showcasing property tours, local attractions, or resident testimonials to capture attention and engage users.

The New Rules of Multifamily SEO

The rise of alternative search platforms doesn’t mean Google is obsolete, but it does mean multifamily marketers need a more nuanced strategy. Prioritize platforms based on your target audience’s preferences and behaviors. 

For example, if your demographic is Gen Z, focusing on Instagram and Snapchat might yield better results than traditional Google SEO. Conversely, Amazon’s utility-driven search features could be more effective if you’re targeting families or professionals.

Diversifying your SEO efforts ensures that your property remains discoverable across various search contexts, whether it’s a renter looking for reviews on Instagram or exploring nearby amenities on Snapchat.

Looking Ahead: A Multi-Platform Future

As search behavior continues to evolve, staying ahead requires a mindset shift. Think beyond Google to create a comprehensive presence across platforms. By optimizing for Instagram’s visual searches, Amazon’s utility-driven queries, and Snapchat’s ephemeral content, you’ll position your property to attract renters no matter where they search.

In a world where Google no longer owns search, the key to success lies in flexibility, creativity, and a willingness to meet your audience where they are — across every platform that matters.

The Experiment That Could Redefine Search

Google’s Search Generative Experience (SGE) is an ambitious experiment that aims to revolutionize how we interact with search engines. However, like any groundbreaking innovation, it’s far from a finished product. 

Just as self-driving cars require years of refinement, testing, and real-world adaptation, SGE needs time to mature, improve its technology, and assess its impact on users.

Yet, there’s a growing assumption that SGE — and generative AI platforms like ChatGPT or Bard — will completely disrupt search as we know it, replacing traditional methods and consolidating how we find information. 

But this binary thinking oversimplifies the evolution of technology. Just as Facebook, Instagram, Snapchat, TikTok, Pinterest, LinkedIn, and X each carve out unique roles in the social media ecosystem, multiple platforms and models can coexist in the search landscape.

Every platform serves a specific purpose, and user behavior adapts based on the context. While SGE Google and AI-driven platforms bring exciting possibilities, they’re not one-size-fits-all solutions. Traditional search still holds value, offering depth and precision in ways AI hasn’t mastered yet. 

What is SGE?

Before diving into the misconceptions, let’s first clarify what SGE is all about.

SGE represents Google’s effort to enhance traditional search using AI. It aims to provide users with deeper, more intuitive search results for every query. The goal is to transform how people search, simplify complex inquiries, and deliver faster, more actionable insights.

According to Google, SGE enables users to:

• Ask more nuanced and descriptive questions that go beyond traditional keyword searches.
• Quickly grasp the essence of a topic with curated links to explore further details.
• Kickstart tasks like drafting content or generating images directly within the search interface.
• Seamlessly continue their search journey with conversational follow-ups and suggested next steps.

At its core, SGE isn’t just about answering questions — it’s about reimagining how we interact with information, making the process more dynamic, contextual, and efficient.

Why does Google SGE matter?

SGE represents the next evolution of search engines. Rather than displaying a list of blue links, SGE provides AI-generated responses to user queries, often summarizing key information from top-ranking content. This means that search engines like Google are moving toward offering users direct, concise answers without requiring them to click through multiple sites.

This shift changes the game for multifamily marketers. If your property’s website, blog, or content marketing strategy isn’t optimized to appear in SGE responses, you risk losing visibility and, ultimately, potential leads. Traditional SEO principles still apply, but they must be expanded to align with how AI curates and prioritizes content.

What’s the impact on multifamily marketing?

1. Shifting visibility from clicks to summaries

Google SGE reduces reliance on traditional organic clicks by summarizing content directly within the search engine results page (SERP). If your content isn’t surfaced in AI summaries, this could mean fewer direct website visits for multifamily properties.

However, the upside is that well-optimized content has the potential to be featured in these summaries, increasing your visibility to renters at a critical stage in their search journey. Being included in an SGE response could position your property as a trusted, go-to source.

2. Increased importance of informational content

Renters often use search engines to explore neighborhoods, compare amenities, or find advice on leasing. SGE prioritizes content that answers these queries comprehensively and accurately. Thus, producing high-quality, value-driven informational content is more critical than ever.

Blogs, FAQs, and resources tailored to renter pain points — such as “best neighborhoods for families” or “tips for leasing your first apartment” — can position your property as an authoritative source that SGE highlights.

3. AI-powered local search optimization

SGE leverages AI to improve local search accuracy. For multifamily properties, this means that appearing in SGE summaries for queries like “best apartments near downtown Austin” or “pet-friendly apartments in Miami” requires a renewed focus on local SEO tactics. Accurate Google Business Profiles, consistent NAP (Name, Address, Phone Number) data, and localized content are crucial in being featured.

AI Disclaimers and Compliance

As AI-generated content becomes more prevalent, ensuring transparency and compliance has become a priority for businesses leveraging these tools. Integrating SGE into search engines like Google amplifies this need, as users demand clarity and authenticity in the content they interact with.

Why do you need AI disclaimers?

A Q2 2024 Sprout Pulse Survey revealed that 94% of consumers believe all AI content should be disclosed, highlighting a growing concern about transparency. Furthermore, 46% of consumers are less likely to buy from a brand that posts AI-generated content without acknowledgment. This sentiment underscores the importance of building trust with your audience by clearly stating when content is created or assisted by AI.

Many publications, including Google itself, have begun adding disclaimers to articles produced entirely or in part by AI. These disclaimers inform readers and reinforce a brand’s commitment to transparency and ethical practices.

How can multifamily marketers comply?

Incorporating AI disclaimers into your content strategy ensures compliance with emerging best practices while fostering trust among renters:

• Transparency in Content: Include disclaimers on blog posts, emails, or FAQs indicating when AI tools were used in content creation.
• Blend Human Creativity with AI: Balance AI-generated outputs with human insights to maintain an authentic voice that resonates with your audience.
• Train Your Team: Equip your marketing team with guidelines on using AI ethically and disclosing its involvement appropriately.

Adapting Your Strategy for SGE Success

As clickthrough rates decline, ads become less common, and long-tail queries gain prominence, multifamily marketers must adapt to thrive. Here are actionable ways to ensure your strategy aligns with this new era:

1. Optimize for conversational queries

SGE responds to conversational, natural-language questions such as “What are the best luxury apartments in Chicago?” Your content needs to mirror this format. Create blog posts, FAQs, and landing pages that address these questions directly. Use tools like ChatGPT or Google’s “People Also Ask” data to uncover common renter questions and answer them comprehensively in your content.

2. Create long-form, comprehensive content

SGE favors detailed, authoritative content. If your site lacks in-depth resources about your property, community, or the renting process, now is the time to build them. Write detailed blog posts, such as “10 Things to Know Before Renting in Downtown Denver,” incorporating local insights, amenities, and tips to position your property as a trusted expert.

3. Emphasize structured data

Structured data helps search engines understand your content, improving its chances of being included in SGE summaries. Multifamily properties can use schema markup for local business details, reviews, pricing, and amenities. Implement schema for apartments to showcase your property’s unique selling points, such as floorplans, neighborhood details, and available units.

4. Prioritize high-quality local SEO

Local search is crucial for multifamily marketing, and SGE heightens the importance of accurate, localized information. Ensure your Google Business Profile is updated and reflects your property’s offerings. Include location-specific keywords in your meta descriptions, page titles, and content to ensure visibility in location-based queries.

5. Leverage multimedia content

SGE often integrates videos and images into its responses. Multifamily properties that create visually engaging content like property tours, community highlights, and testimonials are more likely to stand out. Create short, engaging videos optimized for YouTube and embed them on your site to increase the likelihood of appearing in search engine results pages.

6. Prioritize E-E-A-T

Experience, Expertise, Authority, and Trust (E-E-A-T) have always been crucial in SEO, but they are even more important in a generative AI world. SGE prioritizes content that exudes credibility and reliability. To excel:

• Showcase experience through user testimonials, case studies, and real-life success stories.
• Highlight expertise with well-researched blog posts and insights.
• Build authority by earning backlinks from reputable sources and optimizing local SEO.
• Reinforce trust through transparent AI disclaimers and high-quality, factual content.

7. Optimize for long-tail keywords

SGE’s focus on detailed, conversational queries makes long-tail keywords more important than ever. By diving deeper into niche topics, you can increase the likelihood of your content being included in SGE responses.

Instead of targeting general terms like “luxury apartments,” optimize for queries such as “luxury apartments near public transit in Denver” or “pet-friendly studio apartments in Miami’s Wynwood neighborhood.”

8. Anticipate lower clickthrough rates

With SGE providing detailed summaries directly on the SERP, users may click through less often. However, this doesn’t diminish the importance of your content — it simply shifts its role. High-quality, scannable content will likely be featured in SGE summaries, ensuring your brand remains visible even if clicks decline.

Pro Tip: To measure your content’s success beyond traditional clickthrough rates, focus on engagement metrics like time on page, bounce rate, and conversion rate.

9. Prepare for fewer ads

As Google integrates SGE, the volume of ads may decrease, making organic visibility even more competitive. To maintain a presence:

• Double down on SEO strategies that align with AI, such as content that answers user queries comprehensively.
• Invest in high-value ad placements that offer tangible ROI rather than spreading your budget across low-performing campaigns.

Adapting to What’s Next

The future isn’t about one technology replacing another — it’s about how these platforms evolve, specialize, and find their place in a constantly shifting digital ecosystem.

Time will tell how SGE reshapes search, how users adapt, and how businesses respond. But what’s clear is this: navigating this new terrain requires a thoughtful strategy, an open mind, and a willingness to adapt to what’s next.

Automation Meets Creativity: AI’s Growing Role in Promotional Products

Artificial Intelligence (AI) is no longer just a buzzword — it’s reshaping entire industries, and the promotional products sector is undergoing one of the most fascinating transformations. 

What happens when an industry traditionally driven by human creativity, personalization, and relationships begins to merge with machine learning and automation? The implications are profound. 

AI rapidly changes how businesses approach product design, customization, and distribution, offering unprecedented efficiency while challenging the balance between automation and the human touch. 

As AI continues to evolve, what will its long-term effects be on creativity, multifamily branding, and consumer engagement in promotional products? 

The answers could redefine the industry as we know it.

A New Era of Customization

One of the most significant contributions AI has made to the promotional products industry is personalization. Today’s consumers and businesses crave personalized products that feel unique and relevant. AI’s ability to process vast amounts of data and generate insights into customer preferences makes this possible.

A study by Salesforce found that 72% of consumers expect companies to personalize experiences based on their needs and preferences. 

AI enhances how companies create and distribute branded merchandise, from streamlining design tools to automating order fulfillment. However, it’s important to approach this transformation with caution. While AI-driven tools can optimize workflows and reduce errors, relying on predictive analytics in this space might not yield the same success. Predictive advertising, for instance, has faced criticism for not consistently driving better results — an approach that might also apply to predictive analytics in promo products.

While AI excels at tasks like improving efficiency and speeding up the customization process, there’s no guarantee it will deliver the nuanced, human-centered outcomes often required in the promotional products industry. 

Just as in advertising, AI-driven insights can sometimes miss the mark on understanding the emotional connection branded items create between a business and its customers. What works in terms of efficiency doesn’t always translate to a more meaningful or successful customer experience. As the industry moves forward, businesses must weigh the benefits of AI-enhanced efficiency against the need for genuine human creativity and connection.

Enhancing Efficiency in Supply Chain and Inventory Management

AI’s ability to streamline operations has also improved supply chain and inventory management efficiency. Predicting demand is essential for businesses in the promotional products industry to avoid surplus or shortages. AI-driven tools can analyze historical sales data, market trends, and external factors such as seasonality to forecast product demand.

According to a report by McKinsey, AI supply chain solutions can reduce forecasting errors by up to 50%, leading to better inventory management and cost reductions. This means promotional product companies can ensure they have the right amount of inventory on hand, avoiding the costs of overproduction or stock shortages. Additionally, AI-powered platforms can help promotional product suppliers automate reordering processes, ensuring businesses never run out of popular items.

That being said, relying on AI for accurate demand forecasting remains unpredictable. While these tools can analyze past sales and market trends to forecast demand, it’s essential to acknowledge the inherent risks. AI, much like predictive advertising, can struggle with accurately forecasting human behavior or market shifts, leading to potential missteps.

Automating Design and Creativity

AI is undoubtedly transforming how we approach design in the promotional products industry, but the idea of it entirely replacing human creativity is misguided. Gartner predicts that by 2025, over 30% of marketing collateral, including promotional products, will be generated by AI. While AI won’t replace human creativity, it can significantly enhance it by automating repetitive tasks and providing data-driven insights to improve design choices. 

Tools like Adobe Sensei and Canva’s AI features are great for automating repetitive tasks and suggesting data-driven design elements, but the human touch remains essential for truly unique and impactful designs. 

At Criterion.B, we believe in leveraging AI to augment and improve our creative process, not replace it. According to Forrester, companies that adopt AI marketing strategies see an average 15% increase in productivity. And AI helps us do just that. AI helps streamline production, allowing our designers to focus on what matters — delivering personalized, high-quality work that resonates with your brand. 

Revolutionizing Customer Service Chatbots

Customer service in the promotional products industry has also benefited from AI-driven tools. Chatbots, for example, are increasingly being used by promotional product companies to enhance customer support. These AI-driven bots provide instant responses to customer inquiries, recommend products based on preferences, and guide users through the purchase process.

IBM reports that businesses can reduce customer service costs by up to 30% with AI-driven chatbots and other automation technologies. In the promotional products sector, where large orders and custom designs are often involved, AI-powered customer service tools allow businesses to address queries efficiently while providing personalized experiences.

AI-Powered Sustainability Initiatives

As sustainability becomes a growing concern for consumers, AI can also help promotional product companies create more eco-friendly products and processes. AI-driven platforms can analyze material usage and recommend more sustainable alternatives, helping businesses reduce waste and lower their environmental impact.

The Ellen MacArthur Foundation reports that AI could contribute to a circular economy by helping industries design products with less waste and more recyclability. For the promotional products industry, AI can assist in sourcing eco-friendly materials, minimizing waste during production, and optimizing the supply chain for lower carbon emissions.

The Challenges of AI in the Promotional Products Industry

While AI presents many opportunities, it also comes with challenges. Implementing AI-driven systems can be expensive, particularly for smaller businesses. There’s also the challenge of ensuring data privacy, as AI systems require access to vast amounts of customer data to be effective. Regulatory issues, such as compliance with data protection laws like GDPR, must also be considered when implementing AI tools.

Looking Ahead: The Future of AI in Promo

AI’s impact on the promotional products industry is just beginning. As the technology continues to evolve, we can expect even greater personalization, efficiency, and sustainability in creating and distributing promotional items. In the future, AI could enable even more advanced predictive analytics.

AI-driven innovations like augmented reality (AR) and virtual reality (VR) are also expected to play a role in the promotional products space. Companies may soon be able to offer virtual product previews, where customers can visualize how branded merchandise will look and feel before placing an order.

While there are challenges, the benefits of AI are undeniable, offering companies new ways to innovate and stay competitive. The promotional products industry must adapt to meet evolving customer expectations and market demands.

The Effectiveness of Predictive Advertising in Multifamily

Predictive advertising has been touted as “the next big thing” in digital marketing — promising marketers smarter targeting, better-qualified leads, and cost-effective ad spend. 

Other companies have championed the technology, claiming that predictive analytics can help forecast future renter behavior based on past data, making ad targeting more precise and impactful. But is predictive advertising really the game-changer it claims to be? Does it deliver “said results?”

After digging into recent research and analyzing industry results from the last year, the evidence suggests that the effectiveness of predictive ads, especially in multifamily marketing, may not be as clear-cut as proponents would like us to believe. 

In fact, we’ve found that more transparent strategies can often deliver better results, which is why we’ve steered away from predictive ad services.

Let’s explore why predictive ads fall short and why Criterion.B takes a more straightforward approach to multifamily marketing.

What Is Predictive Advertising?

If you have spent time working on digital ads, you know the cost has risen significantly in recent years. Meta’s cost per thousand (CPM) has increased 61% yearly, and Google’s programmatic display CPMs increased 75% in the same period, according to The Drum. Meanwhile, many brands are tightening their budgets due to economic uncertainty, yet consumers are expecting better ad targeting, personalization, and overall messaging than ever before.

So how have advertisers and agencies attempted to combat this? Well, they’ve been dabbling in predictive ads (or trying).

“We rushed into [predictive advertising], hoping for big returns but ended up spending too much with little to show for it,” said James Heartquist, owner at Modern Property Solutions. “Our main problem was not using our budget wisely, which led to few sales.”

Predictive analytics uses artificial intelligence (AI) and data from past campaigns to forecast future behaviors. In theory, it allows marketers to target potential renters before they know they’re in the market for an apartment. The idea is simple: by using data like browsing habits, previous searches, demographics, subscriptions, and demographic information, you can predict who is most likely to convert and target your ads accordingly.

Predictive advertising is a subset of predictive analytics that uses historical data, machine learning techniques, and algorithms to target audiences and optimize ad copy and media spending accurately.

In essence, predictive advertising enables brands to build highly targeted audience segments based on millions of behavioral signals and customer attributes. There are several key techniques used in predictive advertising, each offering different levels of sophistication and impact:

• Look-alike modeling: This technique identifies new users who resemble an existing customer group. It’s a simple approach often built into platforms like Facebook and LinkedIn.
• Classification modeling: Similar to look-alike modeling but with an additional layer of filtering, this method excludes users who aren’t ideal targets.
• Click-based optimization: By analyzing user intent, AI predicts the likelihood that a customer will take specific actions, such as clicking on an ad or making a purchase.
• Uplift modeling: This advanced technique predicts how an ad or intervention will affect a customer’s likelihood of purchasing, giving brands even deeper insight into campaign effectiveness.

The Predictive Ads Promise vs. Reality

Companies promote predictive advertising as a way to get more qualified multifamily leads at a lower cost. According to them, this technology helps to refine Google Ads targeting and reach potential renters earlier in their decision-making process. 

While this sounds great in theory, industry research shows the results aren’t always as successful as predicted. The goal is to create a more personalized and timely ad experience, but predictive ads can struggle with accuracy as they rely on assumptions about behavior that can be hard to validate. As multifamily experts highlight, the unpredictable nature of renter decision-making makes it difficult for these systems to consistently deliver better conversion rates.

Recent Conversion Logix data showed that while predictive ads could improve click-through rates, the conversion rates (lead-to-lease) weren’t significantly better compared to more straightforward advertising methods. 

Predictive Ads Struggle With Accuracy

One of the significant flaws with predictive ads is their reliance on historical data to forecast future behavior. Companies without access to substantial, high-quality data sets may find it challenging to create accurate predictive models.

“A primary challenge for multifamily and real estate marketers in predictive advertising is navigating its complex processes,” said Zach Shepard, principal at Braddock Investment Group Inc. “It involves collecting large amounts of data from multiple sources, analyzing it accurately, and using it to make predictions about potential customers or tenants. This can be a daunting task for those who are not familiar with data analysis and predictive modeling.”

Shepard believes many marketers may lack the necessary tools or resources to implement a successful campaign, which could result in inaccurate predictions or an ineffective strategy that does not yield the desired results.

“In some cases, the negative experience with predictive advertising may stem from unrealistic expectations,” said Shepard. “Marketers may expect immediate and drastic improvements in their marketing efforts without considering the time and effort required to collect and analyze data for accurate predictions.”

Even when sufficient data is available, predictive algorithms often overlook critical variables such as weather changes, shifting moods, or personal relationships — factors that can dramatically influence purchasing decisions in ways that a computer cannot easily anticipate. 

“One of the primary issues that marketers face with predictive advertising is inaccurate targeting,” said Robert Fausette, owner of Revival Homebuyer. “Predictive algorithms use data analysis to predict which individuals are most likely to take a certain action, such as clicking on an ad or making a purchase. However, this data is not always accurate and can lead to targeting the wrong audience. This results in wasted advertising budget and lower conversion rates.”

Multifamily Executive reported that renter behavior can be highly volatile, especially in uncertain economic times, making predictive analytics less effective. Renters’ priorities shift based on changing market conditions, economic factors, and personal circumstances that predictive algorithms struggle to account for. 

Additionally, predictive models are not static and must be updated continuously to remain relevant. As customer behavior evolves, a model that once worked may quickly become obsolete, leading to inaccurate predictions and wasted ad spend. A perfect example is the 2008 financial crisis, where models predicted mortgage customers would repay loans but failed to account for the collapse in U.S. housing prices. 

“Our biggest challenge was getting good leads that actually turn into customers,” said Dino DiNenna, real estate broker at Hilton Head Realty Sales. “We tried a big ad campaign for our fancy apartments, and while lots of people clicked, not many ended up applying. It was frustrating to see all those clicks but so few real leads.”

In multifamily marketing, relying too heavily on outdated models can result in poor targeting, ineffective ad spend, and ultimately, lower ROI. While predictive advertising offers potential, its limitations make it less reliable compared to real-time data-driven approaches that adapt to renters’ immediate needs and behaviors.

In contrast, real-time data like live pricing updates and real-time availability are far more accurate because they reflect the current state of the market. BestEverCRE found that renters are more likely to convert when presented with up-to-date, transparent information such as pricing, unit availability, and immediate offers. This real-time approach provides actionable data, allowing for a more direct path to conversion without relying on speculative forecasts.

The Case for Simplicity: Live Pricing and Availability

One of the most compelling arguments against predictive ads is the simplicity and effectiveness of using real-time data. MultifamilyBiz highlighted that real-time availability and pricing updates directly impact conversion rates because they offer renters the information they need when needed. 

By focusing on strategies that prioritize transparency — like showing what units are available right now or offering dynamic pricing — you create a more immediate sense of urgency and trust. Renters are far more likely to act when they know exactly what’s available, at what price, and when they can move in.

Ashley Gawley LRE, founder at Launch Real Estate, advises balancing data with understanding the hyperlocal market, property, and target audience. “For multifamily, look at lease-up rates, turnover, and demand for specific unit types — not just broad demographics,” Gawley said. “Consider hosting focus groups to gain qualitative insights into what’s really driving people’s housing decisions.”

Michael Yerardi, owner of Turning Point Home Buyers also faced challenges with predictive ads when the qds were not matching up with how residents felt about living at the properties. “We listened to what our residents had to say and made big changes,” Yerardi said. “For example, we promised to fix things within 24 hours, which made people much happier. By focusing on making life better for our residents — not just on flashy ads — we got 20% more people to stay with us.”

At Criterion.B, we’ve seen firsthand that simpler methods can outperform more complex, algorithm-based systems like predictive ads. Instead of trying to guess what renters might want in the future, we focus on delivering relevant, real-time information that speaks directly to their current needs.

The Fallacy of Predictability

Predictive advertising often promises that with enough data, marketers can forecast consumer behavior with precision. However, this is where the fallacy of predictability comes into play. 

The desire for predictability can lead brands to rely on data and past performance to the point of stifling creativity and innovation. While predictive tools analyze everything from location to preferences, purchases, and search history, they ultimately fail to account for the messiness of human behavior. They can’t account for the emotional and personal factors influencing renter behavior. 

Advertising has never been an exact science, nor should it aim to be. The idea that past consumer actions can reliably predict future behavior is flawed, and companies relying too heavily on predictive analytics will likely experience diminishing returns. Past performance does not predict future results. The repetition of predictable tactics inevitably leads to stagnation.

While data can provide insights, the art of advertising lies in its ability to engage, surprise, and break through the ordinary. It’s not about being predictable but about showing up in unexpected places and finding the human connection that resonates with people on a deeper level. Effective advertising is about understanding human behavior — not just the data sets it generates — and creating campaigns that reflect society’s complex, ever-changing nature. 

Brands that rely solely on predictive ads risk becoming part of the ignorable 85% of ads that go unnoticed. By rejecting the predictable and embracing creativity, companies can produce advertising that stands out, breaks norms, and becomes part of the cultural conversation.

“We invested in a campaign aimed at prospective renters based on data analytics, but the audience we reached often didn’t align with our ideal tenant profile,” said Justin Landis, founder of The Justin Landis Group. “Many of the leads we received were unqualified, leading to a low conversion rate and wasted marketing dollars. We also faced challenges with the technology itself. The predictive models sometimes failed to account for local market nuances, resulting in ads that felt generic and disconnected from our community’s needs. This misalignment made the campaign feel less personal, and potential renters often overlooked our offerings.”

“The negative experience was frustrating, as we had high hopes for improving our lead generation,” Landis continued. “To pivot, we shifted our focus from purely data-driven advertising to a more integrated approach that included community engagement and personalized messaging. We began leveraging social media to connect with potential renters directly and gather feedback.” This approach enhanced the brand image of The Justin Landis Group. It allowed the company to tailor its offerings to meet audience needs better, ultimately leading to more successful marketing outcomes.

In the multifamily space, where renters’ needs and expectations evolve quickly, it’s essential to stay agile. Predictive ads, with their focus on past data, can leave marketers blind to new opportunities or shifts in renter behavior. Instead of leaning on predictive analytics, focusing on live data, real-time updates, and human-driven insights will allow brands to remain relevant and adaptable in a constantly changing market.

“We learned the hard way that keeping up with what residents want is crucial,” said Nick Stoddard, CEO at KC Property Connection. “We once ran ads aimed at young professionals, but it flopped because we didn’t consider families looking for bigger homes. After tweaking our approach to include families, we saw a big jump in leads and a 15% increase in occupancy rates. This experience taught us that regularly updating our marketing strategies is key to staying on top of changing resident needs.”

The Human Element: Why Predictive Ads Miss the Mark

While artificial intelligence (AI) is growing in digital marketing, its use in long-form content and predictive advertising isn’t without challenges. AI tools used in predictive analytics often simplify complex behaviors into data points, missing out on the nuances of human decision-making. 

AI-driven predictive ads are not always effective in capturing the attention of renters seeking personalized experiences. Renters prefer authentic and relevant brands, which AI-driven, predictive models often struggle to achieve. Psychology Today reported that 70% of consumers spend more with authentic brands.

“The overreliance on AI in predictive advertising presents a challenge for us,” said Ryan Whitcher, founder and CEO of Harmony Home Buyers. “We initially embraced AI for our ad campaigns but soon realized it led to biased targeting and a 30% drop in qualified leads over three months. To address this, we implemented a hybrid approach, combining AI with human oversight, resulting in a 25% increase in qualified leads within two months and teaching us the importance of balancing technology with human expertise in our marketing strategies.”

Although 77% of advertisers have a favorable opinion of AI, consumer sentiment tells a different story. A 2024 report from the Edelman Trust Institute revealed that trust in AI among U.S. consumers has dropped by 15% over the past five years, declining from 50% to just 35%.

Also, a recent Neil Patel study found that content marketing incorporating personalization and emotional engagement outperforms data-driven, predictive ad strategies by 94.12%. Renters want to feel connected to the brand they’re considering, and predictive ads often fail to create that connection.

At Criterion.B, we prioritize building trust and emotional engagement through tailored content, real-time updates, and personal interactions. This approach builds lasting relationships, which is something predictive ads can’t do.

Why We Don’t Offer Predictive Ads

At Criterion.B, we’ve done our research. While predictive advertising may have its place in certain industries, the multifamily market demands a more dynamic, real-time approach. The unpredictable nature of renter behavior — combined with the increasing need for transparency and trust — means that predictive ads often fall short.

Rather than relying on speculative technology, we focus on proven methods: real-time pricing, availability updates, tailored content, and building genuine connections with renters. This approach doesn’t just drive traffic — it builds relationships. So while the allure of predictive ads is tempting, we’re committed to more personable (and reliable) strategies.

Multifamily Marketing vs. Advertising: Stop Confusing Them & Start Winning! 

The digital marketing landscape constantly evolves with new tools and emerging trends. One of the hottest topics is generative AI, a powerful tool that transforms content creation and customer engagement. 

But even with all these exciting advancements, a fundamental question remains: What’s the difference between marketing and advertising?

Understanding this distinction is critical to reaching your target audience. While both aim to influence people’s thoughts about your products or services, they take different approaches. 

Let’s break it down and explore how generative AI plays a role in this ever-changing field.

Advertising: The Bullhorn With a Target

Think of advertising as a paid announcement. It’s a way to create buzz and let potential customers know about your offerings. Ads on social media platforms, billboards, or TV commercials are all examples. They grab attention and often tell people what to do next, like visit a website or make a purchase.

Imagine a real estate company in Dallas-Fort Worth, where construction is booming. They might use eye-catching billboards to advertise their services. These billboards act as ads, drawing attention and connecting with potential clients.

Marketing: The Mastermind Behind the Scenes

Marketing is the bigger picture. It’s a strategic plan that includes everything from figuring out your unique selling proposition (USP) to creating content and managing customer relationships. It sets the stage for impactful advertising.

Here’s how marketing helps create powerful advertising:

• Finding Your “Why”: Marketing enables you to understand what makes your company special. This unique value proposition is the foundation of all your marketing efforts, including advertising.
• Knowing Your Audience: “Buyer personas” are detailed profiles of your ideal customers. They consider age, interests, and problems your product can solve. By understanding your target audience, you can craft advertising messages that resonate with them.
• Building Relationships: Today’s consumers want a conversation. Marketing helps you create a two-way dialogue with your audience on social media platforms or through email marketing. This builds trust and loyalty, something paid advertising alone might need help.

Content Is King (and Queen)

People are more likely to pay attention to exciting content than flashy ads. Statistics show that content marketing, such as blog posts or social media content, can yield a better return on investment (ROI) than traditional advertising.

We all get bombarded with ads. The key is to make them relevant, not annoying. Here’s where targeted advertising comes in.

Digital Advertising Gets Personal

Digital advertising is no longer a one-size-fits-all approach. Enter Personalized Ads: A New Era. 

With targeted ads, messages are carefully crafted to resonate with specific buyer personas, taking into account demographics, interests, and online behavior. This shift from generic advertising to hyper-personalized messaging makes ads less intrusive and more relevant, potentially transforming them from an annoyance into a useful tool.

However, successful marketing goes beyond advertising. A strong social media presence, engaging content, and excellent customer service are crucial for building brand loyalty and fostering positive customer experiences.  

The digital marketing landscape continues to evolve, and businesses that can adapt their strategies to leverage the power of personalization, prioritize audience engagement across channels like social media, and deliver exceptional customer service will be the ones that thrive.

Paid Media Still Works

While content marketing is powerful, paid advertising remains valuable. It’s cost-effective and has a proven track record of success. 

However, the key is to be smart about your approach. 67% of small businesses make less than $3 for every dollar spent on ads. If your ad spending often yields diminishing returns, then it’s time to rethink your marketing approach.

Here’s where a comprehensive marketing strategy comes in. By understanding your target audience and creating engaging content for them, you can lay the groundwork for successful paid advertising campaigns. 

Additionally, staying on top of the latest digital marketing trends, including content creation and influencer marketing, is crucial to maximize your ad spend.

New technologies like generative AI can help you optimize your paid media efforts. AI can automate repetitive tasks like ad creation and targeting, allowing you to focus on strategic decision-making. Additionally, AI can analyze vast amounts of data to identify the most effective ad placements and messaging for your target audience.

With a well-rounded multifamily marketing strategy and leveraging cutting-edge AI tools, you can significantly improve your return on ad spend and reach your target audience more effectively.

The AI Revolution

Artificial intelligence (AI) is shaking things up in marketing and advertising. Here are some ways AI is changing the game:

• Content Creation Powerhouse: AI can create high-quality content like product descriptions and social media posts, freeing marketers to focus on more significant ideas.
• Super-Personalized Marketing: AI can analyze vast amounts of data to understand customer preferences. This allows for hyper-personalized marketing campaigns, delivering the right message to the right person at the right time.
• Marketing on Autopilot: AI can automate repetitive tasks like managing campaigns and optimizing ads, freeing marketers to focus on creative strategies that drive higher conversion rates.

The Future Is Engaged and Data-Driven

When used strategically, marketing and advertising can be a game-changer for your business. Companies with a strong brand presence generate 33% higher revenue. Likewise, businesses prioritizing customer experience see a 60% increase in profits. 

A well-executed multifamily marketing strategy that leverages AI and prioritizes audience engagement is no longer a luxury — it’s a necessity for survival and growth.

The Dynamic Duo: Creating Content Magic With ChatGPT and Our Content Marketing Agency

Digital content marketing can be challenging, especially when you have many other operations tasks. Enter Open AI ChatGPT.

The ChatGPT app has revolutionized digital content marketing and how we handle content writing, editing, and multifamily graphic design.

The biggest concerns surrounding this new artificial intelligence feature are: “How does ChatGPT work?” “What are good ChatGPT prompts?” and “Do I still need to hire a content marketing agency?”

Let’s answer each of these questions…

The Future of Generative AI in Property Management Marketing

Much like the shift to digital content marketing in recent years, the rise of generative AI has been slow but steady. And just in the last year, it has BOOMED.

Many industries are still coming aboard the realm of inbound marketing but not quite utilizing generative AI. However, Open AI ChatGPT will be key to becoming more efficient with your content marketing to stand out.

Effective content will help you embrace the feedback loop that allows your content to grow and develop. Only then will your content reach your targeting goals and give you the results you’re aiming for.

Understanding the Value of Generative AI

Before we can dive into how to use open source AI and answer “How does ChatGPT work?” we first need to discuss the benefits of using Open AI.

Generative AI provides marketers a powerful tool to streamline content creation processes and drive engagement. Ultimately, it allows marketers to quickly create large volumes of high-quality content, saving time and effort. 

This technology offers fresh perspectives and innovative ideas, sparking creativity and enabling marketers to explore new angles in their content strategies. Moreover, this AI writing tool can optimize content for search engines, enhancing organic visibility and driving website traffic. 

How Does ChatGPT Work?

ChatGPT operates on a sophisticated deep-learning model known as a transformer. This model is trained on vast text data to develop a deep understanding of language patterns and structures. 

When a user provides ChatGPT prompts, the model analyzes the context and generates a response based on learned knowledge. It breaks down the ChatGPT prompts into segments, attends to the relevant parts, and generates a coherent output. 

The training process involves exposing the model to a massive dataset that includes diverse sources such as books, articles, websites, and more. This exposure enables the writing tool to learn grammar, facts, reasoning abilities, and even some degree of creativity. The ChatGPT app gradually improves its ability to generate human-like responses through this iterative training process.

It’s important to note that while open source AI can produce impressive outputs, it should be used with caution and human oversight to ensure accuracy and maintain ethical standards.

And full disclosure: The AI writing tool wrote the above section about “How does ChatGPT work?”. Why? Because who knows ChatGPT better than the generative AI platform itself? This is exactly what we mean by supplementing your AI content with human oversight: no one knows your business like you do (or your content marketing agency).

How to Use ChatGPT

When utilizing open source AI for your digital content marketing, it’s important to understand how to leverage its capabilities effectively.

1. Use Open AI as a jumping-off tool to generate ideas.

Open source AI is best used to help kickstart your writing process, not execute the entire writing process. Provide clear and specific prompts to guide the AI in generating relevant content. ChatGPT’s output should be a starting point rather than a final piece.

2. Review all generative AI content for accuracy.

Maintain a critical eye and thoroughly review the generated content for accuracy, tone, and consistency with your brand voice. Make necessary edits and additions to ensure the content aligns with your objectives and resonates with your target audience. 

3. Utilize open source AI for keyword research and optimization. 

Extract valuable insights from the AI-generated content to identify relevant keywords and phrases that can enhance your search engine rankings. 

4. Bring human writers and editors into the process.

Embrace the collaborative nature of the ChatGPT app by involving human writers and editors who can infuse creativity, authenticity, and expert knowledge into the content. By combining the power of AI writing with human expertise, you can create compelling and high-quality content that drives results in your digital content marketing efforts.

Use Humanized Content to Develop High-Performing Results

Have you ever received an email with your name in the subject line or a newsletter closely tied to a topic you’d been researching? That’s a form of content intelligence. The epitome of content intelligence is the ability to take names or other information gathered about prospects and use that information to enhance content. 

Imagine being a decision-maker at a multifamily property interested in a third-party vendor company’s services. Wouldn’t that level of personalization, paired with an email that answers your questions, sway your decision to hire that company at your property?

Studies show that personalized messages can increase email open rates (17.6% open rate vs. 11.4% without personalization). This allows for more information to be gathered and improves your results. It’s a cyclical and powerful process. 

The most important thing is to ensure you’re utilizing all the right tools to inform your content. While you can provide ChatGPT prompts to include personalization in the AI-generated content output, the bottom line is that Open AI ChatGPT does not know your brand as you do. And, as mentioned above, it also doesn’t know your customers like you do. Take advantage of this knowledge and personalize your content for the best results.

What Are Good ChatGPT Prompts?

ChatGPT prompts are specific and provide sufficient context for the desired output. They should be framed as questions, statements, or instructions that guide the AI’s response in a targeted manner.

You want to treat this AI writing platform like an intern, providing clear instructions and not being afraid to give it additional instructions if you do not like the provided output.

For example, ChatGPT prompts that begin with phrases like “Can you provide insights on…”, “What are the benefits of…”, or “Please explain the process of…” tend to generate informative responses. Including key details, keywords, or specific parameters within the prompt can help guide the AI’s output toward the desired topic or perspective. 

Experimenting with different prompts and variations can yield diverse and interesting results, enhancing creativity and generating unique insights. It’s important to refine prompts, iterate on them, and critically review the generated content to ensure it aligns with your objectives and requirements.

Making the most of this technology is all about what you put into it. The better the input (prompts), the better the output (content). 

 Here are 5 ChatGPT prompts you should try out this week:

1. Website Copy: “Write me 5 new headline options for my website homepage that each focus on the different benefits of [company name] and [services]. Make the headlines punchy, engaging, and 8 words or less.”
2. Email Marketing: “Write a personal follow-up email template for when a prospect visits our website at [website link] but never makes contact again. Include a relevant CTA to get them to book a [meeting/demo/tour/etc.].”
3. Customer Support: “Write 3 follow-up responses for customers who leave bad reviews. Make each response different and focus on complaints about our [products/services], customer service, and [pain point], respectively.” 
4. Branding: “Write 2 options for a mission statement and 5 options for a company tagline that accurately reflects this company: [website link].” 
5. Content Generation: “Write a 1,000-word blog post about the benefits of using a [company name]. Focus the blog to highlight our [services] without sounding overly promotional. Include relevant keywords for SEO.”

Do I Still Need to Hire a Content Marketing Agency?

Hiring a content marketing agency remains essential. While open source AI is a powerful tool, a content marketing agency becomes an extension of your company, offering expertise, strategic thinking, and a deep understanding of your brand that open source AI cannot replicate (yet).

A content marketing agency collaborates with you to learn your multifamily brand inside-out, capturing its essence, voice, and values. They can personalize your content, crafting messaging that aligns precisely with your target audience’s needs and preferences. 

Our team of experienced content writers utilizes the AI writing platform to effectively use our client’s monthly hours, utilizing AI-generated content as a starting point for us to refine, polish, and add a human touch. 

This combination of AI and human collaboration allows us to generate content quicker and more efficiently, ensuring it meets the highest quality, accuracy, and engagement standards. 

Plus, studies have shown that extensive editing is often required for AI-written content. A study by iPullRank and MarketMuse revealed that less than 2% of survey respondents (fellow marketers) leave the AI content as-is after it’s generated. 98% edit the content for grammar, subject matter expertise, accuracy, and bias.

So, while the platform offers tremendous value, partnering with a content marketing agency takes your brand’s content strategy to the next level, ensuring a personalized, effective, and impactful approach that resonates with your audience.

The AI Writing Tool That’s Changing the Marketing Game

Incorporating open source AI into your digital content marketing strategy can offer speed, efficiency, and fresh ideas to enhance your content creation process. It empowers marketers to quickly generate a high content volume, optimize for search engines, and engage their audience effectively. 

However, while AI can produce blogs, emails, and even website content, it is not on par with humans in writing strong content. This is because AI cannot add the right context, elements of interest, or nuance to a story. 

The takeaway? AI and intelligence tools are growing fast, but they have not overtaken humans’ abilities when it comes to certain tasks.

Want to see the effect the human touch can have on your content? Book a call with Criterion.B now. We’ll get started on your customized strategy and show you how to BEAT your competition with real-life, human-generated content personalized to your business and audience. We’re ready to chat and answer your questions about our content marketing service.