In today’s shifting search landscape, property marketers face tough questions:  Where should we allocate budget for the highest return? Should we lean into long-term growth with SEO or prioritize short-term wins with PPC? And how do ILS platforms fit into the strategy without ballooning costs?

At Digible, we help multifamily and SFR operators cut through the noise by building digital strategies that are both effective and efficient. Let’s break down how you can balance SEO, PPC, and ILS in a way that maximizes your marketing impact.

SEO: The Long Game That Powers Property Visibility

Search engine optimization (SEO) isn’t just about rankings—it’s about making your property easy to find and attractive to renters who are actively researching. In the multifamily and SFR space, renters are frequently turning to Google with searches like “pet-friendly apartments near me” or “townhomes for rent in [City Name].”

And today, those queries aren’t just showing traditional blue links. With the rollout of AI Overviews and other answer-first formats across Google and Microsoft, SEO is becoming a game of visibility in multiple formats, not just the 10 blue links. This is where Answer Engine Optimization (AEO) comes in—ensuring your content is structured and surfaced where renters are now getting instant answers.

When done right, SEO:

  • Drives organic traffic that compounds over time
  • Enhances your visibility across local, branded, and AI-driven search formats
  • Reduces reliance on paid platforms
  • Improves user experience with faster load times and better content
  • Positions your site to be cited in AI-generated results by building authority and clarity

What we see: Properties that consistently invest in SEO—especially with unique, locally-optimized content like neighborhood guides, floor plan pages, and enhanced Google Business Profile content—see a longer lead lifecycle, but often benefit from lower CPL (cost per lease) over time.

Example: Yardi Breeze reported 144% more leases and 91% lower CPL via SEO vs. ILS. RentCafe clients saw SEO CPL at $95 vs. $588 for PPC and $607 for ILS.

In a world where AI-driven answers are surfacing before traditional ads and organic listings, optimized, structured content is your best hedge against losing visibility in search.

PPC: Capture High-Intent Renters Now

Paid media campaigns on Google and Meta are critical when you need to fill units fast—especially in lease-up phases or during seasonal dips.

PPC allows you to:

  • Target specific geographic and demographic renter profiles
  • Dominate search results during peak leasing periods
  • Track spend and performance with precision
  • Launch new communities with instant visibility

However, PPC shouldn’t be your only strategy. It’s powerful, but budget-limited, and it gets competitive fast in hot markets. With the introduction of AI-generated search results, we’re also seeing shifts in how users interact with ads.

As generative answers reduce the need to click through multiple links, users are becoming more selective and intentional with their clicks — which means ad placement, relevance, and creative quality are more important than ever for capturing attention and driving conversions.This makes multi-channel support (SEO + Organic Social Media + Paid Ads) more critical than ever to maintain visibility across different parts of the search experience.

ILS: A Tactical Add-On, Not a Standalone Solution

Internet Listing Services (ILS) like Apartments.com, Zillow Rentals, and Zumper are often seen as “must-haves,” but without strategy, they can drain budget quickly.

Used wisely, ILS can:

  • Provide broad reach during lease-ups
  • Serve as a safety net in competitive markets
  • Drive direct leads (especially if the listing is optimized)

But here’s the key: ILS should be one piece of the puzzle, not the whole picture. We recommend:

  • Auditing which ILS platforms actually convert (not just drive clicks)
  • Consolidating listings where appropriate
  • Using ILS to support SEO/PPC gaps—not replace them

Cost-conscious tip: Many ILSs offer tiered pricing or promotional bundles. If your SEO and PPC are already generating qualified traffic, consider reducing ILS spend or rotating platforms seasonally.

How to Build a Smart, Balanced Budget

At Digible, we suggest a three-tiered budget approach based on your property’s lifecycle, competitive landscape, and leasing goals:

1. Foundational SEO (Always On)

  • Ongoing content and technical SEO
  • Local landing pages and schema markup
  • Google Business Profile management
  • Structured content to support AEO and AI Overviews

2. Performance-Driven PPC (Seasonal/Strategic)

  • Google Ads for branded + non-branded terms
  • Meta retargeting and awareness campaigns
  • Geofencing or competitor conquesting if needed

3. Selective ILS Placement (Supplemental)

  • One or two high-performing platforms based on data
  • Optimize listings regularly
  • Cut or scale based on leasing trends

How Digible Can Help

In multifamily and single family rental marketing, there’s no one-size-fits-all solution. A healthy budget mix gives you the agility to respond to market shifts, meet occupancy goals, and build long-term brand equity.

SEO lays the groundwork with content that attracts and informs—now more important than ever in an AI-driven search world. PPC brings in leads when you need them most. And ILS fills in the gaps when used strategically.

Interested in how your SEO, PPC, and ILS investments are truly performing? Fiona™ helps Digible clients uncover exactly where their budget is driving the most leases—by channel, campaign, and property type. When all three work together—backed by analytics, local strategy, and AI-conscious content—you unlock the full potential of your property marketing. Reach out today to learn more!