For the first time in almost a decade, Google has revealed just how massive its search volume has become: a staggering 5 trillion searches per year.
That’s more than double the “over 2 trillion” figure reported back in 2016.
For multifamily marketers, this reinforces a critical truth: search is still central to digital visibility. A well-executed SEO strategy for apartments remains one of the most effective ways to drive traffic, generate leads, and boost online visibility.
Yet, while search volume is growing, user satisfaction is declining. A recent survey by Vox Media and Two Cents Insights found:
- 42% of users say Google is becoming less useful
- 66% believe content quality is decreasing
- 61% of Gen Z and 53% of Millennials now prefer AI tools over traditional search engines
The takeaway is clear: Google remains dominant, but trust is eroding—especially among younger audiences. Gen Z and Millennials are turning to platforms that deliver faster, smarter, and more personalized results, such as AI tools, TikTok, and chat-based search engines.
What does this shift mean for multifamily marketing?
At Respage, we’ve been tracking these AI and search trends for over a year. We’ve even predicted Google’s gradual market share decline as renters increasingly use alternative search tools like Bing, ChatGPT, and TikTok to find apartment listings and reviews.
That’s why we’re proactively evolving our SEO and PPC strategies for multifamily marketing—to future-proof your digital presence.
Our goal? To ensure your apartment community stays visible and competitive, even as the digital landscape transforms.
We’ve rolled out platform updates to reduce reliance on Google and boost visibility across new search channels. From enhanced Q&A content to leveraging Performance Max campaigns and diversified ad placements, our strategy is built to keep your apartment communities front and center—no matter where renters are searching.
Curious how we’re helping properties like yours adapt and thrive?
Let’s get in touch—we’d love to walk you through our latest strategies for staying ahead in today’s evolving search landscape.
From the desk of Ellen Thompson, Co-founder and CEO of Respage >> Since its founding, Respage has helped over 10,000 communities attract, engage, and retain residents. Its platform assists properties in generating leads, automating leasing, and managing reputation and social media. Thompson is also the Founder of Results Repeat, a digital marketing agency that has helped hundreds of companies create a digital presence and use SEO and paid marketing to generate more business online.
