The rise of AI-generated summaries at the top of Google and Bing search results is changing how consumers find and engage with information. While these AI overviews can improve search efficiency for users, they also introduce a new challenge for apartment marketers trying to capture attention and drive traffic to property websites. Although the multifamily industry isn’t as impacted as others, one significant change will require us to adapt quickly.
The Shift to AI-First Search Results
Google’s Search Generative Experience (SGE) and Bing’s AI-powered summaries aim to improve user search experiences and keep searches from defecting to ChatGPT. These overviews aggregate content from a variety of sources to provide comprehensive summaries. As a result, both paid and organic website links are pushed further down the page.
For marketers, this shift results in fewer website clicks, contributing to a decline in apartment leads over the past year. While the impact varies across industries, the multifamily sector faces a notable challenge in a specific area.
AI Summaries Now Replace Many Searches for Reviews
A significant change is that searches for apartment reviews now often trigger AI-generated summaries. Instead of displaying links to third-party review sites, users frequently see AI-written summaries reflecting sentiments from platforms like Google Business Profile, Yelp, Apartment Ratings, and ILS reviews, with corresponding links adjacent to the overview. Due to recent FTC regulations mandating a balanced representation of reviews, many property websites have removed review widgets. Consequently, if your website lacks embedded reviews, it may not appear in these AI-generated summaries.
Adapting Your Reputation Strategy in the AI Era
To maintain visibility and relevance in this AI-driven search landscape, multifamily property managers and operators should prioritize exceptional service to minimize negative reviews and enhance website content development alongside proactive reputation management.
Here’s how to prepare:
- Improve Review Volume and Frequency
Ask for reviews consistently through QR codes, review platforms, or personal outreach, especially after high-satisfaction moments like a successful move-in or renewal.
Include platforms like Google, Yelp, and your ILS listings in your review strategy to ensure broad coverage.
- Respond to Reviews Publicly
- AI models reference publicly available content. A thoughtful, professional response to both positive and negative reviews can influence how your brand is represented in AI summaries.
- AI models reference publicly available content. A thoughtful, professional response to both positive and negative reviews can influence how your brand is represented in AI summaries.
Optimize for Branded Queries
Create or update website pages optimized for branded searches like “The Landing Apartments reviews.” Consider reinstating a review widget.
Highlight differentiators, such as amenities, unit types, and location, clearly in your content to support long-tail keyword visibility.
Check What AI Is Saying About You
Run Google and Bing Chat searches for your community name plus the word “reviews.” Review the summaries and linked sources to understand how your brand is being presented.
- Control the Narrative
- Publish FAQs, blog posts (yes, they are back in favor in search results again), and feature-rich content on your website. Original content gives AI more accurate material to summarize and makes it more likely that your property is included in search overviews.
- Publish FAQs, blog posts (yes, they are back in favor in search results again), and feature-rich content on your website. Original content gives AI more accurate material to summarize and makes it more likely that your property is included in search overviews.
Final Thoughts
In an industry where every lead is crucial and margins are tightening due to factors like high interest rates, inflation, and rising local taxes, adopting strategies to ensure your presence in AI-generated overviews at the top of search results is essential for competitiveness. For multifamily operators, relying solely on SEO providers optimizing title tags and keywords, or reputation management teams responding to reviews, is insufficient. It’s imperative to integrate SEO and reputation management efforts to influence how AI perceives, summarizes, and presents your brand, ensuring prospective renters are compelled to visit your website and schedule tours after reading these AI overviews.
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.
