AIM 2025: Unpacking the Search Evolution

Unpacking the Search Evolution: Ready, Set, GEO!

As search behavior shifts from keywords to conversations, apartment marketers are entering a new era—Generative Engine Optimization (GEO). At AIM 2025, a powerhouse panel featuring Esther Bonardi, Kyle Jones, Brooke Henderson, and Melissa Brady unpacked the changing landscape of apartment search and what marketers must do to stay visible in AI-powered environments.

The session began with a nostalgic look back at apartment marketing. It wasn’t long ago that renters relied on printed listings and ILS directories to find a home. Then came SEO, Google Business listings, and social media. But today’s consumers are turning to AI tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE) to get answers—not just search results.

Brooke Henderson explained it bluntly: “Search is fragmenting again. We’re seeing renters go where they feel they can get immediate, trustworthy answers.” That includes AI engines, which now serve as front doors to the renter journey.

In fact, ChatGPT usage has exploded—growing from 200 million weekly users in August 2024 to over 400 million by May 2025. And with Google testing AI Overviews, search is no longer just about being clickable. It’s about being citable.

That’s where GEO comes in. Unlike traditional SEO—which focuses on ranking pages—GEO is about formatting and structuring content in ways AI engines can understand, summarize, and present directly in response to user queries.

Kyle Jones noted that while current AI-generated search results aren’t yet dominant for transactional terms (like “2-bedroom apartments in Austin”), they’re increasingly important for top-of-funnel questions:
“Best neighborhoods in Nashville?”
“Apartments walkable to downtown?”
“Where should I live near Apple headquarters?”

To appear in those results, Kyle said, marketers must optimize their website content, Google Business Profiles, social presence, and FAQ pages—not just for search bots, but for LLMs (Large Language Models).

Brooke outlined four key content types that matter most:

1. Google Business Profiles – Keep them updated with nuanced details. Attributes like pet policies, electric vehicle charging, and unique community perks (e.g., “yoga studio” or “farmers market access”) can set your profile apart in AI-generated lists.

2. Reviews – Search engines now evaluate review quality and language. A review that says “I love the dog park and free coffee” is more valuable than one that simply says “Nice place.” Ask residents to speak to specific features.

3. Social Content – Platforms like Perplexity and ChatGPT pull from public sources. The more active and informative your content is, the more “trustworthy” you’ll appear to these engines.

4. FAQs and Blogs – Create content that answers top-of-funnel queries. Use semantic HTML (headings, bulleted lists) to structure the content clearly for AI to parse and present.

Melissa Brady shared how Fogelman has adopted a neighborhood marketing strategy. In cities where they have multiple properties, they’re creating content hubs focused on local living—not just property features. Their Downtown Memphis site highlights walkability, entertainment, and dining, acting as both a resource and a lead funnel. It’s GEO in action: content designed to match what renters are really searching for, before they know what community they want.

Esther Bonardi reminded the audience that renters today start with lifestyle questions, not floorplans. She challenged marketers to rethink their FAQ strategies: instead of just “What’s the pet policy?” ask, “Is this apartment walkable to grocery stores?” or “What’s parking like downtown?”

The conversation turned to AI’s next evolution. Brooke explained that generative engines will soon be tailoring answers based on user behavior and identity. For instance, one person might get apartments near live music venues, while another sees communities near yoga studios or hiking trails. That level of personalization makes data quality and content clarity more critical than ever.

Kyle also emphasized that content needs to be multimodal—not just text, but images, video, and even structured data (like schema) that generative engines can understand.

The panel closed with one clear message: Search is no longer about showing up. It’s about being the answer. GEO is how multifamily marketers ensure their communities are included in those answers—especially as the renter journey starts further and further from the property website.