Google is still the dominant force in online search, but the way prospective residents discover apartment communities is starting to change.
At the 2026 National Apartment Association Apartmentalize conference, data shared by Apartment SEO showed that Google still accounts for roughly 90% of the search market when products like Google Maps, Google Lens and YouTube are included. At the same time, platforms such as ChatGPT, Gemini, Claude and Grok are becoming part of the search journey. A prospective resident can now ask an AI tool to recommend pet-friendly apartments, compare neighborhoods, find communities near an employer, or match a specific list of amenities.
That raises a new question for multifamily operators: when a renter asks AI about your market, will your property be in the answer? And there’s a second question right behind it. Once AI points that renter toward your community, is the experience waiting for them good enough to earn the lease? Visibility gets a property into the conversation. People and experience are what close it — and both have to work.
The Search Journey Is Expanding
Traditional search is not going away. Renters will keep visiting Google, property websites and listing services when looking for their next home. AI is adding another layer on top.
What’s changing is how renters ask. Instead of typing a few keywords and opening several tabs, they describe exactly what they want and expect a direct answer — which communities near downtown have strong reviews, which offer flexible lease terms, which sit close to transit. To respond, AI platforms pull from websites, business listings, maps, reviews, videos and online conversations, and each one weighs those sources differently. That’s the challenge: no single listing, web page or ad channel can represent a property everywhere renters are now looking.
Start With Accurate Property Information
The foundation of visibility is familiar: accurate, consistent, useful information. Before chasing anything new, property teams should confirm the community is described the same way everywhere it appears — its Google Business Profile, Google Maps, Apple Maps, Yelp, listing services, social profiles and its own website.
Names, addresses, phone numbers, office hours and amenities should match across every channel. Conflicting details don’t just confuse a prospect; they make it harder for search engines and AI to understand the property well enough to recommend it. Reviews carry particular weight here. AI tools look for patterns in resident feedback to learn how people actually describe a community — which means a strong review strategy is no longer only about reputation. The language residents use is earned onsite, in the everyday experience your team delivers.
Answer the Questions Renters Are Already Asking
A property website should do more than show floor plans and amenities. It should answer the questions renters are most likely to ask — and leasing teams already know what those are, because they field them every day: how to apply and qualify, pet and parking policies, lease terms and utilities, packages and maintenance, accessibility, and what the surrounding neighborhood offers.
The best source for that content is the property’s own front line. Call logs, emails, website chats, tours and reviews quickly show where prospects get stuck, and every recurring question points to content the site is missing. Turning those questions into clear web content does double duty: it makes leasing easier for prospects and gives search engines and AI the specific information they need to reference the property accurately. Blog content extends the same logic to questions that don’t fit on a property page — moving, neighborhood resources, seasonal prep and community life.
Make Video Part of the Property Story
Written content still matters, but video is becoming one of the most valuable formats in discovery. Google’s ownership of YouTube gives it a strong role in both Gemini and Google results, and one well-made property video can be reused across the website, listings, social media and leasing follow-ups.
None of this requires a production crew. A short apartment tour, an amenity walkthrough, a neighborhood highlight or a meet-the-team clip can each answer a question a prospect would otherwise have to ask in person. The goal isn’t more content for its own sake — it’s helping a prospect understand and trust the community before they ever schedule a tour. And the people in those videos are as much a part of the marketing as the footage.
Search Visibility Is Only the Beginning
Technology may decide where a renter starts, but people still shape what happens next.
A prospect might find a property through Google, ChatGPT or a YouTube video. Their decision will still come down to how fast someone answers the phone, how they’re welcomed on a tour, and whether what they hear matches what they read. This is where the digital experience meets the onsite experience — and it’s where the earlier work is either fulfilled or wasted. A polished website can’t make up for unanswered calls, thin office coverage or an inconsistent tour. The gap between what a prospect reads and what they encounter is where good leads quietly go cold.
Prepare for the Search of Tomorrow
AI search will keep evolving, but operators don’t need to chase every new platform to stay ahead of it. The strongest position comes from getting the fundamentals right:
- Keep property information accurate across online platforms.
- Maintain an updated, easy-to-use website.
- Answer the questions prospects and residents ask most often.
- Strengthen review and reputation practices.
- Use video to let people experience the community before visiting.
- Make sure onsite teams are ready to deliver on the property’s promises.
The platforms will change. The value of clear information, responsive service and a strong resident experience will not.
The Liberty Group has supported multifamily communities across the country since 1977, and we’ve always believed the property experience begins with people. Whether a community needs leasing support, maintenance professionals, concierge services or extra coverage through a demanding season, having dependable people in place is what turns online interest into a welcoming, well-supported experience. Reach out today to connect with the multifamily talent your community needs.
People create the connection. Properties provide the setting. Every interaction opens new possibilities.