One of the most impactful sessions at AIM this year was "Making Sense of the Market: Data & Insights that Matter for Multifamily Marketers," led by Zillow's Chief Economist alongside execs from Lefrak and Asset Living.

It was a clear-eyed look at how economic shifts are reshaping renter behavior—and what that means for marketers and operators alike.

Here are four takeaways that stood out, along with recommendations I'd put into action right now.

The average renter is now 42 years old. They're career-driven, sometimes raising families, and increasingly looking for long-term rental stability.

This isn't a student or recent grad—it's a customer with higher expectations, less patience for friction, and more buying power than ever before.

Recommendation:

• Rework your renter personas and community messaging.
• Focus less on trendy amenities and more on service, convenience, and flexibility.
• Showcase how your community supports real life—not just lifestyle photos.

According to Lefrak, top-of-funnel leads dropped 40%, but move-ins remained steady. Renters are taking longer to make decisions—but when they do, they're ready to commit.

Recommendation:

• Extend your campaign timelines. Start marketing at least 60 days before expected exposure.
• Build nurture tracks that keep prospects warm during their research phase.
• Blend AI with real human follow-up. Automated leasing tools can't replace the personal touch when it's time to close.

Nearly 40% of Zillow listings now include concessions, but panelists warned that deep discounts often signal something's off—slow service, bad reviews, or poor communication.

Recommendation:

• Audit your operations before offering incentives.
• Use soft perks (reserved parking, storage upgrades) to provide value without eroding brand trust.
• Prioritize resident experience fixes over rent discounts whenever possible.

The days of ping pong tables and beer taps being a leasing hook are fading. Today's renters want thoughtful spaces, seamless service, and amenities that support hybrid work and family life.

Recommendation:

• Repurpose underused amenities into productivity or family-friendly spaces.
• Refresh your tour and listing language to reflect adult priorities: safety, service, and smart tech.
• Rethink what "luxury" really means for today's renter—it's often about ease, not excess.

Final Thought:
Multifamily marketing is no longer about catching attention—it's about earning trust. Operators who adjust to today's renter expectations will not only sign more leases—they'll keep them longer.