Overview

As AI answer engines gain traction, varying perspectives are emerging on their impact and how to respond strategically. This article offers an at-a-glance overview of the current state of AI search and outlines high-level strategies to help your company stay competitive in the multifamily space.

TL;DR

A quick executive summary:  

• SEO isn't dead—instead look at it as foundational. To remain competitive, be sure to revisit and adjust your strategy.
• Google Search is evolving into an AI-centric model.
• ChatGPT, Google Gemini, and similar engines are increasing in usage and influence.
• AI answer engines produce higher-intent, higher-converting leads.
• AI search simplifies the user experience by eliminating the need to browse multiple websites.
• Optimize for AI by identifying the questions your prospects are asking—then answer those questions across the ecosystem.
• Video has shifted from a branding asset to a search necessity.
• Content strategy should align with how and where prospects consume information.
• Conduct a test search using ChatGPT or Gemini for apartments in a key market. Are you ranking? Are your competitors? What sources are cited? Identify and fill the gaps.

Current State of AI Search

Search behavior is shifting with evolving technologies and user expectations. As users seek quicker, more direct answers, AI engines meet that need.  In multifamily, this translates to higher-intent searches and more qualified leads.

AI search tools handle complex, natural-language queries and compile data from diverse sources—think pricing from your website, photos from your Google Business Profile, reviews from Yelp—into a single response.  ILSs are also currently a major source of data for LLMs, as they provide comparative data and serve as a credible source.

Ultimately, Google isn't going away. The vast majority of users are still leveraging Google Search. However, as illustrated below, the launch of AI Mode shows how Google Search is adapting to the evolving search landscape.

 Sample search query in Google AI Mode

Key SEO Terminology and Concepts

SEO, AEO, GEO...the emergence of so many terms to describe SEO strategy in the era of AI may seem redundant.  Below is a breakdown of the most commonly used terms, their nuances, and relevance:

• SEO (Search Engine Optimization): Foundational website strategy focused on content, metadata, and structure.
• AIO (AI Optimization):  Encompasses web, listings, reviews, social, and video.
• AEO (Answer Engine Optimization):  Focuses on schema and concise, AI-friendly content designed for quoted answers.
• GEO (Geographic Optimization):  Focuses on your brand's visibility in local geographic areas. 
• SXO (Search Experience Optimization):  Enhances user experience through site speed, relevance, and ease of navigation.
• LLMs (Large Language Models):  Core technology used to research and provide answers in generative AI tools like ChatGPT and Gemini.

The main takeaway here is that each of these individual components work together as part of a holistic AI search strategy. 

Key AI Search Platforms

AI search is evolving and evolving quickly. Prospects are conducting AI search via AI mobile and desktop apps.  Google has made enhancements to its search platform to incorporate AI search.  Perplexity recently announced that it is launching a search engine. 

Key Platforms and Technology: 

• ChatGPT Widely adopted; used in prospect searches for conversational queries.
• Google Gemini Integrated with Google's ecosystem; powers AI Mode in search.
• Perplexity & Claude Strong for research; occasionally used for apartment searches.
• Google AI Overview AI summaries appear at the top of search results.
• Google AI Mode Delivers conversational results within search, powered by Gemini.

Immediate High-Level Strategy

Below is a high level strategy that you can put in place immediately, to help ensure your SEO strategy incorporates the necessary components to accommodate AI search. 

1. Revisit SEO Fundamentals

Maintain a strong digital presence with an updated website, active review platforms, and optimized listings—especially Google Business Profiles. Remember to focus on H1 tags, schema, and content relevance.

2. Refocus Your Content Strategy

AI answer engines prioritize content that directly answers prospect questions.

As a comparison, think back to the example above:

Traditional Search
1 BR apartments in Atlanta

AI Search
Where can I find a 1 bedroom apartment in Atlanta with a rooftop deck, office, covered parking, in Buckhead or Midtown, for under $2000 a month?

More sophisticated, natural language searches are going to determine answers by referencing multiple sources.  LLMs reward consistent messaging across websites, reviews, social channels, and ILSs. Branded search activity also helps engines connect the dots.

Also, be sure to Include FAQs on property pages. Ensure amenities, pricing, and photos are consistent and up-to-date and across all digital platforms. Remember as well to factor in social and video content—it's critical for discoverability and engagement.

3. Amplify Social SEO with Video

Video is a core component of your SEO and AI strategy. It boosts visibility on social platforms and feeds AI answer engines.

Social channels like TikTok and Instagram have become discovery tools. Ensure your content is engaging and uses aligned keywords in titles, descriptions, captions, and hashtags. Audio elements can also enhance visibility.

Google's "Short Videos" tab includes content from YouTube as well as TikTok and Instagram, increasing opportunities for exposure.

Takeaways

This article offers a snapshot of how AI search is transforming multifamily marketing. As user adoption and algorithm capabilities continue to grow, it's essential to evolve your strategy:

• Revisit SEO Fundamentals: Prioritize reviews, social, and video alongside standard SEO practices.
• Focus on Key Platforms: Center your efforts on ChatGPT and Google Gemini—especially since Gemini powers Google's AI Mode.
• Leverage Your Resources: Collaborate with internal teams and vendor partners to support your digital strategy.