Artificial intelligence (AI) is not going anywhere anytime soon, and instead of falling behind, landlords should seize the opportunity and use AI to their advantage. Landlords can use AI to market their properties and gain more visibility.
Although only 5 percent of renters report using AI tools in their rental search, AI is already embedded throughout the renter journey. AI is not replacing the rental search but is changing how renters move through it. Landlords need to make sure their listings are accurate, consistent, and include helpful property information to be found in an oversaturated rental market.
Key Takeaways
- There are more than 45 billion AI-driven search sessions worldwide every month, and 34 percent of those search sessions occur in the United States.
- The use of search engines and AI assistants is increasing 26 percent year over year, and 57 percent of people report using AI in their personal life.
- 77 percent of people who use Google AI Overviews say they make decisions more quickly, and 75 percent make decisions more confidently.
- Large language models (LLMs) filter out quality content by identifying trustworthy and reliable information. Landlords should ensure that property information is accurate across platforms.
- Internet listing service (ILS) property links appear more frequently (73 percent) in AI search results than company websites (71 percent) and local maps (35 percent).
AI is Already Changing Renters’ Search Experience
In 2025, there were more than 45 billion AI-driven search sessions around the world, with 34 percent of those sessions occurring in the United States. The use of search engines is increasing 26 percent year over year, and 57 percent of people say they use AI in their personal life, while 20 percent use it for work. AI is no longer a separate tool to aid the search process; it is now embedded throughout the steps of a renter’s search experience.
According to an Apartments.com Q4 2025 renter survey, only 5 percent of renters reported using AI tools in their rental search. Even though renters may not go out of their way to use AI tools, AI is embedded throughout the renter journey.
How AI Is Embedded Across the Renter Journey
The use of AI in search experiences has accelerated the rental search process. Instead of spending hours browsing different property listings, renters can find exactly what they want on rental listings sites that feature specific filters based on intent. Apartments.com recently launched Smart Search, an industry-first AI-powered tool that allows renters to type or speak full sentences that describe the exact kind of property they’re looking for, eliminating steps in the rental search process.
Discovery and Decision-Making Happen Faster
AI-driven tools can help renters at the awareness, consideration, and decision stages of their rental search. Whether renters are discovering apartments that match their criteria or comparing information between two potential properties, AI can help shorten the decision-making timeline. By showing relevant properties earlier in the search experience, renters spend less time searching overall.
“AI has shortened the process between discovery and decision.”
- Dave Hoffman, Real Estate & Multifamily Division, Google
According to Google, 77 percent of people who use Google AI Overviews report making decisions more quickly, and 75 percent make decisions more confidently. This information suggests that even though search processes have been expedited, people still feel confident in their decision-making, even when using AI-powered tools.
How AI Decides Which Properties Show Up
With thousands of property listings, how does AI decide which properties to show to renters on a search results page? The short answer is that AI relies on trustworthy, reliable information that is easy to extract. Google has shared its EEAT framework- Experience, Expertise, Authoritativeness, and Trustworthiness- which determines content quality and ranking structure. Focusing on these four pillars when it comes to your property listing content gives you a better chance of appearing higher on search results.
AI Relies on Trusted, Consistent Data Sources
AI tools pull from sources that are considered authoritative and reliable. Reliable in this context means information that is up to date and accurate. If your property has information on your website that is different from the information included on a listing, an LLM is less likely to rank your property because it can’t decipher which source is accurate. Make sure your property information is accurate across all sites and platforms.
Why Maps and ILS Platforms Matter Most
Based on a recent analysis from SOCi, the top two sources that LLMs pull from when it comes to property management-related searches are Google Maps (35 percent) and Apartments.com (27 percent). In addition, Agency Fifty3 found that ILS links appear more frequently in AI search results (73 percent) than company websites (71 percent) and local maps (35 percent). Google Maps and Apartments.com not only act as reliable primary data sources for AI tools to pull from, but also reinforce your property’s information across platforms, increasing AI visibility.
What Generative Engine Optimization (GEO) Means for Multifamily
Search engine optimization (SEO) can help your property appear higher in search rankings, but with the introduction of AI-driven search, search engines have adapted. Generative engine optimization (GEO) is similar to SEO but focuses on AI tools and generative AI engines.
GEO is About Quality, Not Click Volume
While traditional SEO focuses on ranking for specific searches, GEO is focused on generative AI tools. This means there are fewer keywords, clicks, and winners when it comes to GEO improvement. Even though AI delivers fewer clicks and numbers, it generates more queries and engagement, resulting in higher-quality traffic. Users who click are more engaged with their search and willing to dive deeper into the information.
Because AI prioritizes clarity and intent over raw traffic, the goal of GEO shifts from page ranking to being the most trustworthy source an AI tool can surface. Good GEO results in quality, not quantity.
How Multifamily Properties Can Improve AI Visibility
Even though an AI-dominated rental market can seem daunting, landlords can use AI to their advantage and increase visibility in this evolving landscape. By focusing on accuracy, consistency across platforms, and creating GEO-friendly content, landlords can make sure they stand out in an AI-powered market.
Strengthening the Property Data AI Uses
Prioritize the top sources where your property is listed. Your Google Business Profile determines what property information and data appears across Google Maps, search results, and Gemini queries. Ensuring that your Apartments.com listing and Google Business Profile are accurate and up to date is especially important when it comes to AI tools. Your property website is also important to keep updated because LLMs use your website to validate previously pulled data.
Creating Content That Works for AI and Renters
Optimizing your property information is not only important for AI extraction but also for renters. When creating content about your property, use structured formats like bullet points, FAQs, and headings. This makes your content easier to extract and easier for renters to understand. Including unit-level details and answering renter questions will also increase conversion and matching quality, as LLMs can better match your property with renter search intent.
AI is a changing landscape, so stay focused on creating value for renters and crafting quality content for AI to pull from.
Boost Your Visibility with Apartments.com
Partnering with an ILS is key when it comes to visibility in an AI-driven industry. By creating an accurate and up-to-date listing on Apartments.com, you increase your chance of appearing in AI search results. Get your rental in front of more renters and list your property on Apartments.com today.
FAQs
How can landlords optimize listings for AI search?
Landlords need to include accurate and consistent information in their rental listings. In addition, include unit-level details and answer renter questions within the listing to make the search experience faster and more efficient. Create a structured format within your listing using bullet points, headings, and FAQs as AI tools can more easily extract structured content than large blocks of text.
How do I make my apartment show up in AI search results?
AI tools pull from sources they deem reliable and trustworthy. If a landlord has a property listed on multiple platforms, make sure all property information is consistent and accurate to improve visibility. In addition, focus on generative engine optimization (GEO) for your property listings to further boost visibility.
