Multifamily marketers: your renters aren't searching the way they used to, and your digital strategy might be stuck in 2015.At AIM 2025, a panel of industry leaders from REACH by RentCafe, Yext, and Fogelman dropped a serious reality check: 

Generative Engine Optimization (GEO) is already reshaping how renters discover your properties.

And if your strategy still revolves around Google keywords and ILS listings… you're about to fall behind. So, What Is GEO?

GEO = Generative Engine Optimization. It's how you show up in the answers AI tools give renters, tools like ChatGPT, Perplexity, TikTok, and Google's AI Overviews. Instead of: "2-bedroom apartments near me"

Today's renters are asking: "What's the best dog-friendly apartment in Denver with quick maintenance and nearby cafes?" And they expect a straight answer. That answer might come from ChatGPT.

And it might not include you.

• Google search volume is down 30%.
• TikTok is the #1 search engine for Gen Z.
• ChatGPT has 400 million weekly users (and is growing fast).

The game has changed. AI tools don't "rank" results—they recommend answers based on trust signals, reviews, and how clearly your content answers real-world questions.

If your property's digital footprint isn't optimized for AI, it's not optimized, period.