webinar
Apartments.com
The Role of AI in Multifamily Marketing
As artificial intelligence gains popularity in the multifamily industry, what can you do to take advantage of the latest technology? In a recent webinar, Apartments.com’s Stuart Richens, vice president of product, highlighted some of the key ways generative AI is powering the leasing process today and tomorrow, including AI-based tools available through Apartments.com.
Conversational search
The emergence of generative AI search tools like ChatGPT and Gemini has transformed the way people think about search.
Instead of a keyword-focused approach through a search powerhouse like Google (say, “Atlanta apartments”), a growing number of renters are searching for apartments by entering a specific, personal, and conversational query into an AI chatbot.
For example, they might begin the conversation with the following: “I’m looking for a 2-bedroom apartment in Midtown Atlanta that’s pet friendly and under $1800. Please make some recommendations.”
As the AI-based tool replies, the renter might add additional questions or criteria.
Today, only a fraction of rental searches are conducted through generative AI tools. But Apartments.com’s dominant position in traditional search today lays a solid foundation for performance in the AI searches of the future. Not only do these tools rely on traditional search for at least half of their results but today’s SEO strategies — like creating valuable, unique content — also translate to success in the generative AI world.
But conversational search isn’t just about typing. It can also involve speech — and Apartments.com will soon offer renters the ability to search for a place by simply speaking.
Optimized photos and descriptions
AI tools are making it easier to perform everyday tasks like selecting the appropriate image for the main photo on your listing and creating a written description of your property.
AI-powered research by Apartments.com has identified the best — and worst — performing photos for properties at various price points. And with Apartments.com’s property description generator, coming soon to properties like yours, you can easily generate an accurate description of your property, based on photos, the property address, and other data points from your listing.
Smarter virtual tours
Over eight in 10 renters want to take 3D virtual tours on their own. And AI is making these tours even more valuable. Guided by artificial intelligence, Matterport 3D tours let renters explore room measurements to help them visualize living in the space. They can also add or remove furniture with the click of a button.
Efficient lead nurturing
With AI-powered lead nurturing tools, Apartments.com makes it easy for leasing teams to engage prospects and respond quickly to leads.
“These tools help answer specific renter questions — without any leasing agent having to be involved in the conversation,” Richens said.
Social media and online reputation management
From creating images and captions to monitoring comments, it can be time-consuming to maintain an effective marketing presence on social media. Apartments.com’s Social & Reputation Suite helps you do so with the power of artificial intelligence. Design images, write captions, respond to reviews — and more, all with generative AI. You can even monitor your property’s online reputation with a sentiment analysis tool that gives you an immediate snapshot of what residents are saying and highlights where your property can improve.
See what else AI has to offer
Multifamily communities around the country are making AI part of their marketing and leasing strategy. Dive into some of the many ways AI can power multifamily:
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