Issuu

ICYMI

GOOGLE’S SHIFTTOAI

HOW GOOGLE’S AI SHIFT IMPACTS MULTIFAMILY & APARTMENT SEARCHING

Google just announced its biggest shakeup in 25 years The days of typing in a keyword and scrolling through a list of websites are fading out Instead, Google is turning into an AI assistant that does the surfing for you Google’s transition from a search engine to an AI assistant changes the game for property management companies and renters The traditional playbook of getting an apartment building to rank on the first page of Google is changing overnight

THE DEATH OF THE "APARTMENTS NEAR ME" CLICK

Previously, a renter searched "apartments in downtown Austin," clicked three website links, and filled out contact forms.

The New Way: Google’s AI Mode will instantly aggregate local apartment data itself. It will pull floor plans, pricing, amenities, and reviews directly into the search result page.

The Impact: Renters can compare communities and make decisions without ever clicking through to a property’s actual website

HYPER-SPECIFIC RENTER PROMPTS

Because Google’s new search box handles complex, conversational questions, renters will stop using generic keywords Instead, they will ask highly specific questions:

"Find me a 1-bedroom apartment in Austin under $2,500 that has good reviews, is pet-friendly, has EV charging, washer/dryer, and a dog park "

Google’s AI will crawl the web to find properties matching that exact criteria instantly. If your property's website doesn't clearly list these details in a way AI can read, you won't even be considered.

REPUTATION MANAGEMENT IS NOW "AI MANAGEMENT"

Google's AI generates summaries based on reviews from around the web (Google Reviews, Yelp, Reddit). Managing online sentiment is no longer just about a star rating; it directly dictates what the AI tells prospects.

RESIDENT RETENTION

WHY RESIDENT RETENTION MATTERS MORE THAN EVER

In today's competitive multifamily market, resident retention is one of the most important drivers of a community's success Retaining current residents helps reduce costly turnover expenses, including marketing, vacancy loss and make-ready loss It is often far more cost-effective to renew an existing resident than to attract and move in a new one

Beyond the financial benefits, renewals contribute to a stronger sense of community, increased resident satisfaction, and greater stability throughout the property Long-term residents create positive neighborhood connections, generate valuable referrals, and help maintain a welcoming atmosphere for prospective residents touring the community

As resident expectations continue to evolve, delivering exceptional service, prompt communication, and meaningful resident experiences has never been more important Every renewal represents more than occupancy It reflects trust, satisfaction, and confidence in the community By prioritizing resident retention, apartment communities can strengthen operational performance, improve resident loyalty, and build a foundation for long-term success

NEED FRESH RETENTION IDEAS?

Celebrate Long-Term Residents

Over 40% of renters in many markets are entering a third lease term yet most communities treat renewals the same regardless of tenure. Create a VIP tier, loyalty perks, or personalized recognition for residents who stay year after year.

Invest in Neighbor-to-Neighbor Connection

72% of young renters value connections with their neighbors, and residents are willing to pay more per month to stay in a community where their friends live Events, social spaces, and community programming are retention tools, not just perks

Surprise and Delight Micro-Moments

Free coffee in the lobby on Monday mornings, personalized cards, or birthday shout-outs show residents they're more than just a unit number Small, consistent gestures build loyalty more reliably than big, expensive events

Start Renewal Conversations Earlier

Residents are deciding whether to renew 60+ days before lease expiration waiting until the 30day mark is already too late Communication is key when it comes to converting your expiring leases to continued residency Start with a friendly phone call to talk about their experience and any feedback they have Follow up that conversation with an email and take note of your previous conversation to follow up on any questions or concerns they had

VENDOR PARTNER UPDATES

APTS.COM DATA TAP WITH HYLY

In June, we ’ re kicking off our Apartments com data tap integration with Hy ly

What does this mean and why are we doing it?

In multifamily marketing, attribution is often measured through a “last-touch” model, meaning the final source a prospect interacted with receives all the credit for the lead or lease The challenge is that the renter journey is rarely linear Prospects are engaging with multiple touchpoints throughout their search process before making a decision

To gain a clearer understanding of performance, we ’ re partnering with Hy ly to leverage multitouch attribution reporting through a 30-day test across Bryten communities utilizing Apartments com This test will help us better understand the true influence Apartments com has on driving traffic, leads, and leases to our communities while also giving us more visibility into how our marketing sources work together throughout the customer journey

Our goal is to continue making smarter, more strategic marketing decisions backed by stronger data and insights. Data will be shared in our next issue!

NEXTDOOR BETA TEST

We’re excited to share that Bryten is participating in a beta test with Weblisters for Nextdoor’s newly launched apartment category

What does this mean?

Through this integration, active and available apartment homes can automatically populate to Nextdoor using the existing listing data already housed in LeaseHub Pro including unit details, pricing, photos, descriptions and contact/tracking information

As part of the beta program, Weblisters is rolling out posting capabilities directly to Nextdoor, creating another opportunity to expand listing visibility and connect with prospective renters in a more neighborhood-focused environment

Additionally, Weblisters shared that a Facebook Marketplace integration is also expected to launch later this year, which could provide even more exposure opportunities for our communities moving forward. As always, we’ll continue testing new platforms and partnerships that help increase visibility, improve lead generation, and keep Bryten communities ahead of evolving renter search behavior. Data will be shared in our next issue!

ZILLOW + TIKTOK/META

In October of last year, Zillow expanded its advertising offerings by introducing Zillow TikTok ads as part of Signature packages and above, promoting communities on Zillow’s TikTok account!

Now, Zillow is taking that even further with the launch of Social Extend, a new advertising add-on available for both Premium and Signature package properties Social Extend allows properties to launch short-term paid social campaigns across TikTok, Meta, or both platforms directly through Zillow

Why does this matter?

Today’s renter journey is far from linear Prospects are spending weeks researching, comparing, touring, and engaging with content across multiple platforms before making a leasing decision

According to Zillow’s 2026 Consumer Housing Trends Report, 86% of renters say digital features are essential in their search process, while 81% are searching primarily on mobile devices

This evolution reinforces an important shift in multifamily marketing It’s no longer enough to simply appear in search results. Communities need visibility across the platforms renters are already spending time on.

Here’s what Social Extend offers:

Available for Premium and Signature package properties

Flexible campaign budgets starting at $500 for 30 days

Ability to run campaigns on TikTok, Meta, or both Automatically generated ads built from Zillow listing content, including real-time pricing and availability Targeting designed specifically for renter audiences through Meta and TikTok platform data

Importantly, this is not intended to replace a property’s existing strategy or Zillow package performance Instead, Social Extend acts as an additional lever properties can use to increase visibility and awareness when needed, especially during shifting demand periods or key leasing moments Contact your marketing lead to learn more!

Stay tuned for next month’s edition.