Today, the most valuable real estate is at the top of the Google search engine result page (SERP).
With the widespread adoption of AI in multifamily, savvy developers and multifamily brands are leveraging AI to reach and influence their audience with hopes of showing up at the top of the SERP or a ChatGPT generated answer. In fact, just this week, OpenAI introduced SearchGPT, a new engine poised to challenge Google’s search dominance.
If you haven’t embraced AI’s impact on consumer behavior yet, now is the time to dig in.
At Transforming Cities, we recently experienced the power of AI-driven search, seeing our brand highlighted as a leading AI result for Multifamily GTM (go-to-market). This achievement sparked an immediate conversation on how we could harness the same AI-generated discoverability for our curious audience.
First things first, its time to dust the cobwebs off your website. Keeping your property or corporate website updated with revamped content signals to AI that your information is relevant. Similarly, it's smart to avoid clunky language and industry jargon. This way, you are future-proofing your content to stand out in an industry full of buzzwords and catch-all phrases.
Large language models (LLMs) powering AI are getting smarter every second. They excel in analyzing and predicting search behavior and intent, which is crucial for effective SEO strategies. Two big things to hone in on here:
1. Search Behavior Analysis
AI algorithms analyze vast amounts of data to determine what potential renters are asking about and how their questions evolve. This allows multifamily companies and developers to anticipate audience needs and tailor content accordingly.
2. Search Intent Prediction
AI can identify intent to rent based on searches at different stages of the renter journey. Early-stage searches might be broad, while later searches become more specific. AI helps create content that aligns with these intents, improving visibility and engagement for your property.
Maintaining up-to-date and accurate content is critical for SEO success in multifamily marketing. This enhances the user experience and boosts search rankings by meeting Google’s criteria for relevancy and accuracy. Use conversational keywords frequently used in AI prompts by your audience and structure content that is clear for algorithms and LLMs to understand.
If this sounds intimidating for a small marketing team, seek specialized multifamily marketing support. They can guide you effectively.
AI tools help create unique, specific content that stands out. They can analyze competitors’ content and highlight areas where your property’s content can differentiate. Instead of generic descriptions, AI can craft detailed narratives about neighborhoods, amenities, and lifestyle benefits, making your property more appealing.
It's important to note in multifamily, you should always audit AI output for compliance, especially where fair housing is concerned. If I had a dime for every time Chatgpt called a community "safe" or "family-friendly," I would have... a whole bunch of dimes.
AI also addresses broader queries that could be strategic for corporate brands of multifamily developers, architects, etc. For example, it can analyze search patterns to identify the best multifamily architect partners in a specific submarket or determine the best property management company for boutique-specific properties.
By creating clear answers to problems or specialties, your brand will more than likely be favored in an AI-overview output. This data-driven approach positions your company as an industry leader, attracting a wider audience.
To get AI tools like Perplexity, ChatGPT, Claude, or SearchGPT to direct traffic to your property website or company blog, think about the prompts users might ask and create content that answers those queries. Focus on your renter's specific needs and leverage AI-powered tools to transform your property visibility.
By doing so, you can attract prospective renters or even new clients through traditional and AI-powered routes, staying at the forefront of innovation and growing a competitive edge in your business.
Transforming Cities is here to help developers stand out across traditional and digital channels. Click here to learn how Amplify is accelerating leasing velocity for award-winning properties and multifamily brands across the country!
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