At this year’s AIM Conference, Zillow pulled back the curtain on how AI is reshaping the renter journey and what multifamily marketers need to do about it.
During the session, The New Language of Leasing, Zillow leaders shared new insights from conversational search and AI-powered discovery tools that reveal something the industry has never had at scale before: renters’ actual questions, in their own words, before they ever schedule a tour.
The result? A clearer picture of what modern renters care about most and a strong reminder that listing data is no longer just marketing copy. It is now fueling AI-powered leasing experiences across the funnel.
And renters are asking a lot more than “Is this unit available?”
How AI Is Changing Apartment Search Behavior
According to Zillow’s AI Mode insights, renter behavior is shifting in three major ways:
1. Renters Want Full Cost Transparency Upfront
Today’s renters are laser-focused on the true monthly cost of living. Rent is only part of the equation.
They also want clarity around:
- Parking fees
- Utilities
- Deposits
- Administrative costs
- Pet fees
- Move-in expenses
One renter query Zillow shared asked:“How much will I save if I move into this place, including moving costs?”
That level of detail signals a broader shift in renter expectations. Consumers want fewer surprises and more confidence before they ever engage with a property team.
For multifamily marketers, this means transparency is no longer a nice-to-have. It is part of the leasing experience itself.
2. Personalized Apartment Searches Are Becoming the Norm
AI-powered search is also making renter questions far more specific and personal.
Instead of broad searches, renters are asking nuanced questions like:
- “What does forced air mean?”
- “Is the apartment quiet?”
- “What’s the unit above like?”
- “Looking at photos you only see one bedroom. Are there really two bedrooms?”
In other words, renters are not casually browsing anymore. They are investigating, which is why generative engine optimization (GEO) is becoming increasingly important for multifamily marketers. As AI-powered search becomes more conversational, properties with detailed, trustworthy, and well-structured information are more likely to surface in renter searches and recommendations.
That creates a major opportunity for properties that provide detailed, structured listing information. It also creates a challenge for listings that rely on vague descriptions and limited content.
The more context your property data includes, the better AI tools can surface your community in meaningful ways.
3. Apartment Renters Are Self-Qualifying Before Contacting Leasing Teams
One of the biggest takeaways from the session was how much renters now expect to learn before speaking with a human.
AI tools are helping consumers research properties earlier and more deeply in the funnel. By the time a prospect reaches out, they often expect:
- Fast answers
- Accurate information
- Operational consistency
- Real-time communication
That means response time is no longer just an operations metric. It is part of your marketing strategy.
Or put another way: if your marketing promises a seamless digital experience, your follow-up process needs to match the vibe.
Zillow’s 5 Key Recommendations for Multifamily Marketers
Zillow outlined five action items multifamily teams should prioritize as AI-powered apartment search continues evolving.
1. Use Structured Property Data to Answer Real Renter Questions
AI tools rely heavily on structured data. If important details are missing from your listings, renters may never find the answers they are looking for.
Questions about views, parking, noise levels, unit layouts, and community features all matter more than ever.
As Zillow emphasized throughout the session:
“Technology cannot access something that doesn’t exist.”
2. Make Apartment Pricing and Fees Easy to Understand
Clear pricing builds trust.
Properties should proactively communicate:
- Parking availability
- Utility expectations
- Deposits and fees
- Administrative charges
- Move-in costs
Even information that feels less marketable performs better when it is communicated honestly upfront.
Ambiguity creates friction. Transparency creates confidence.
3. Faster Leasing Responses Improve Marketing Performance
Renters increasingly expect immediate engagement after completing extensive online research.
To meet those expectations, multifamily operators may need to invest in:
- AI-assisted leasing tools
- Faster lead response systems
- Better after-hours coverage
- Improved coordination between marketing and operations
The modern renter journey is happening in real time. Leasing workflows need to keep pace.
4. AI for Multifamily Depends on Accurate Listing Data
One recurring theme throughout the session was simple but important: bad data creates bad experiences.
AI-powered platforms can only work with the information provided to them. Incomplete or outdated listing details reduce visibility and weaken renter trust.
The old phrase “garbage in, garbage out” came up more than once and honestly, it still holds up.
5. GEO and AEO Are the Future of Multifamily SEO
The session also introduced two terms multifamily marketers will likely hear a lot more often:
- GEO (Generative Engine Optimization)
- AEO (Answer Engine Optimization)
These emerging strategies represent the next evolution of SEO in an AI-first search environment.
Instead of optimizing solely for clicks, marketers now need to optimize for answers. That means:
- Credible content
- Original property information
- Detailed listing data
- Clear explanations
- Consistent accuracy
AI search tools reward properties that provide trustworthy, accessible information.
Responsible AI and Multifamily Compliance Will Matter More
Zillow’s product and policy leaders also discussed the growing role of regulation in AI-powered housing technology.
Three key focus areas are emerging:
- Transparency
- Fairness and bias prevention
- Consumer confidence
The goal is to ensure AI helps renters make informed decisions without steering or discriminatory outcomes.
For multifamily marketers, that means operational accuracy and ethical data practices will continue becoming more important as AI adoption grows.
What Multifamily Marketers Should Take Away from Zillow’s AIM Session
The future of apartment marketing is not just about visibility. It is about clarity.
AI-powered leasing experiences are rewarding properties that provide accurate information, transparent pricing, and fast responses. Communities that invest in stronger data and better renter experiences will be better positioned as conversational search continues evolving.
Because today’s renters are not just searching for apartments. They are searching for answers.
For multifamily marketers, that means the work behind the scenes matters more than ever. Listing quality, operational alignment, response strategy, and content accuracy are all becoming part of the renter experience long before a tour is scheduled.
At Digible, these conversations reinforce what we are already seeing across the industry: marketing performance and operational performance are becoming increasingly interconnected in an AI-driven leasing landscape. As search behavior evolves, multifamily brands that prioritize transparency, trust, and high-quality data will be the ones best positioned to stand out.
