How Will AI Impact the Future of Multifamily Marketing?

There have been a lot of tech buzzwords over the last decade; blockchain, Web3, NFTs, AR, VR etc., They've all been deemed to be revolutionary in the same way the internet was in the 90s. The aforementioned have fallen completely flat with the exception of a few very specific use-cases. It's so clear that AI is different, here to stay, and in the early stages of what it will be able to do. Yet, if we look at the impact of AI on multifamily, and marketing in particular, it's hard to say that we've experienced any major changes in 2025.

Current State of AI in Multifamily

Today, most multifamily marketers use AI the same way we did five years ago--for writing blog posts, property descriptions, headlines for ads, social media captions etc., Many of our vendors will upsell additional AI products that do things like respond to reviews or personalize social media posts with specific information about a property, but it's still mostly the same way we used AI early on.

How Will AI Impact Search and the ILSs?

Nearly every marketplace operates the same way. Type in what you're looking for like hotels, apartments, or Chinese restaurants. On the left side of your screen is a list, on the right side is a map. Review each product, scroll through photos, look at reviews--rinse and repeat.

Yet, this is kind of how used Google search before. Then with the rollout of Gemini, we see Google curating the best results and sharing excerpts in natural language. This sort of zero click search has crushed many businesses that have relied on SEO since the popularization of search.

At some point we know this kind of disruption will impact apartment searching, right? Rather than a list of properties the AI will ask about what's important to you in an apartment - like price, floor plan, amenities, pet policy, proximity to work, school, church, family etc. And this will remove the need to manually review each property that you've filtered for as the AI does the work and even helps you compare the pros and cons of each property.

Rumor has it, Apartments.com will be rolling out a solution like this in the coming months. It will be fascinating to see how this works and especially, how they will continue to ensure their advertisers get exposure with a search interface that doesn't prioritize their partners.

Preparing for AI to Disrupt to Multifamily Marketing

Similar to a traditional search engine, AI utilizes the data it has to form responses. That means you have to feed it structured data as well as you can. It will also be important to have rich media content that can be pulled when people want to view tours or videos related to the property.

Learn More About Multifamily Marketing

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