AIM 2025: From Third-Party Dependence to Digital Independence

From Third-Party Dependence to Digital Independence: The Corporate ILS as the New Multifamily Frontier

In today’s fiercely competitive digital landscape, real estate players are racing to stake their claim—not just in physical neighborhoods, but in cyberspace. Martin Canchola, Kelli Turner, and Justin Godwin brought high-energy insights to this discussion, urging property management companies to evolve from digital dependency on ILS platforms to building their own scalable and search-optimized ecosystems.

The session opened by challenging a long-standing industry narrative: that only major listing services, such as Apartments.com, Rent.com, or Zillow, can dominate search results. The panel countered that property management companies already have the potential to become digital category killers—they just need to rethink how they structure, invest in, and scale their corporate websites.

The conversation moved swiftly into strategy. Property management companies were encouraged to claim control of their digital presence by acquiring specific domain extensions like .rent or .apartments, and using them to create hyperlocal pages. These pages, when paired with neighborhood-specific SEO and schema markup, give PMCs the opportunity to rank alongside or even above the ILS giants. An example was given involving three properties in Little Italy, San Diego, consolidated under a local domain to centralize traffic and marketing efforts.

An important takeaway was that digital success starts with understanding how the ILSs do it. The speakers dissected strategies used by Apartments.com, Apartment List, and Rent., noting the value of personalized search, educational backlinks, and deep, structured content. Companies like Greystar and Bozzuto were highlighted for their execution—especially in creating multilingual metro-focused pages, robust city guides, and rich FAQ sections that power long-tail search.

A recurring theme was independence. Panelists urged operators to stop renting their digital identity from ILS platforms and start owning it. This involves creating original content, deploying schema markup, and using tools like SpyFu to analyze keyword overlap and identify untapped ranking opportunities. Citing Greystar's 343,000 shared keywords with major ILSs, the panel made it clear: with the right effort, property management firms can earn millions in organic search volume without buying clicks.

Justin Godwin expanded on this with a case study from Cushman & Wakefield. After acquiring Pinnacle in 2020, the team executed a massive rebranding initiative that transformed the company’s digital footprint. By acquiring and redirecting Pinnacle’s domain, they gained a substantial boost in domain authority. That technical move, paired with design updates, location-specific content, and new marketing assets, set the foundation for a modern, resident-first experience on their own terms.

Another major recommendation was to integrate video into SEO strategies—particularly short-form videos embedded within FAQ sections. This, the panel noted, not only boosts visibility through traditional search but also offers placement opportunities in YouTube, Bing, and emerging AI-generated overviews. It’s a tactic that allows companies to repurpose content across organic and paid campaigns while staying ahead of changing search algorithms.

A compelling case study came from Tripalink, a co-living brand that leveraged blogging and topical authority to become the top result for highly competitive terms like “best apartment websites.” Their success highlighted the power of consistency and focus. By targeting student-heavy neighborhoods and refining evergreen blog content, they gained a sustainable edge that larger competitors couldn’t easily replicate.

Throughout the discussion, there was an emphasis on control—control of brand identity, of marketing ROI, and of user experience. The panel warned against outsourcing these critical levers to third-party platforms. They advocated for robust, flexible websites that support direct lead generation, provide customization options, and offer cost-effective scalability over time.

To cap it off, the session emphasized that digital transformation isn’t reserved for large, institutional players. Even smaller operators can build meaningful traffic, reduce ILS spend, and elevate brand awareness by implementing the tools and tactics shared on stage. The key is to start somewhere—whether it’s claiming a local domain, producing one great piece of content, or auditing current site structure for missed SEO opportunities.

This session wasn’t just a technical how-to—it was a rallying cry for property managers to reclaim their place at the top of the digital food chain. In a world where search determines visibility and visibility determines value, those who invest in their digital infrastructure today will own the conversation tomorrow.