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Renters are asking AI chatbots questions long before they schedule a tour. The answers they receive may influence which communities make the shortlist.

Here are a few of the questions prospective residents are asking, and what multifamily marketers can do to make sure you community is answering the question.

Q2 gave us a lot to think about. From AI search to changing renter behavior to the way communities are discovered. At the same time, owners and operators are asking tougher questions about performance and ROI in this evolving industry.

Here are seven statistics we're watching as we head into Q3, and what they mean for multifamily marketers.

The best budget decisions aren't made in spreadsheets. They're made in your performance data.

Before you reallocate next year's budget, ask:
• Which channels drove move-ins?
• Where are prospects dropping off in the journey?
• Is marketing aligned with occupancy goals?
• Are you measuring cost per move-in?

Budget for outcomes, not assumptions.

What's the first metric you look at when planning next year's budget?

For years, the goal was simple: rank higher in search.
Now there's a new goal: become the answer.

With Google's AI Mode surpassing 1 billion monthly users and generative AI search becoming more mainstream, apartment marketers need to think beyond traditional SEO.

SEO still matters, it always will, but the next opportunity is making sure your property is easy for AI to understand, trust, and recommend when renters start asking questions instead of typing keywords.

We’re live tomorrow at AIM, and you don't want to miss this session.

Most multifamily marketers are optimizing based on incomplete data, creating blind spots in their marketing.

The result? Budget going to the wrong places. Performance that's harder to defend. And occupancy gaps you can't fully explain.

Come find your blind spots, and we'll show you how to fix them.

📍 Save a seat now in the Whova app and join us!