From Google Search to AI: How Renters Are Discovering Properties Today

March 20, 2025

The way people search for information is evolving and multifamily marketers must keep up.

The way people search for information is changing. While Google search remains a dominant force, the rise of AI-driven chatbots, video platforms and social media is shifting consumer behavior. This change is particularly relevant for the multifamily real estate market, where property managers and developers need to meet potential renters and investors where they are—whether that’s on YouTube, within AI chatbots like ChatGPT or on emerging platforms.

By proactively shifting strategies and meeting audiences where they spend their time, real estate professionals can maintain visibility and grow their businesses in an evolving digital landscape.

The Decline of Traditional Google Search

Search engines such as Google have long been the go-to for finding apartments, investment opportunities and real estate services. However, studies show that younger demographics are turning to alternative sources. TikTok, YouTube and AI-powered tools are becoming primary destinations for information. Instead of typing a search query into Google, people are asking ChatGPT for advice on where to live or watching detailed neighborhood walkthroughs on YouTube.

For multifamily real estate professionals, this means adapting to a more dynamic digital marketing approach. AI chatbots like ChatGPT are becoming a new way for users to discover real estate options. Instead of looking up “best apartments in Dallas” on Google search, potential renters may ask AI tools for recommendations based on their needs. To capitalize on this shift, real estate companies can optimize content for AI search by ensuring their websites provide structured, well-written answers to common renter questions. Additionally, they can develop AI-friendly blog content that includes detailed information about neighborhoods, amenities and rental processes, as well as work with AI platforms to ensure their properties are listed in AI-recommended databases.

Double Down on YouTube Marketing

YouTube is now the second-largest search engine and video content is more engaging than text alone. Renters and investors increasingly turn to YouTube for apartment tours, market insights and neighborhood guides. Some of the things you can do to take advantage of this trend is to create high-quality video tours of your properties, produce local area guides that highlight nearby attractions, restaurants and conveniences, use YouTube Shorts to capture quick, engaging moments that drive traffic to longer videos and leverage YouTube SEO to ensure your videos appear in relevant searches.

Besides YouTube, social media platforms such as Instagram, TikTok and Facebook continue to be powerful discovery tools for multifamily real estate. Since younger audiences are using these platforms instead of Google search, your properties need a strong presence there. Some of the key strategies for a good marketing strategy on these platforms include posting short-form video content on Instagram Reels and TikTok showcasing properties, resident testimonials and local hotspots, engaging in location-based content, like highlighting new developments or trending neighborhoods or running targeted ad campaigns to reach users actively searching for rental properties.

Podcasting: An Underutilized Goldmine

Podcasting is experiencing a surge in listenership, making it a great alternative for multifamily real estate businesses looking to establish thought leadership and engage a dedicated audience. There are a few ways on how to market multifamily through podcasts. First, start your own podcast, where you can share insights on market trends, renter experiences and investment strategies. Another option is to advertise on popular real estate podcasts—sponsoring established podcasts can help you reach highly engaged niche audiences. Lastly, you can be a guest on podcasts. This way you can establish your authority by appearing as a guest expert on relevant real estate and investment shows.

Leverage Voice Search

Voice search via Alexa, Siri and Google Assistant is becoming a popular way for people to find information. Ensuring your listings and content are voice-search optimized can help you stay ahead. How to do this? Use conversational, natural language in website content, answer common renter and investor questions clearly and directly and ensure your Google My Business profile is fully optimized.

While new platforms emerge, direct engagement still works. Traditional email and SMS marketing remain powerful tools to directly connect with potential renters and investors. Sending video-based email campaigns showcasing new listings, using automated text follow-ups for inquiries and showings and providing valuable market insights via newsletters are just a few ways in which you can use the more traditional ways for marketing.