Welcome to the very first edition of In Case You Missed It: The Monthly Marketing Edit.
We know how fast things move around here, so we ’ ve designed this newsletter to be your go-to source for high-level property marketing updates
Our goal is to keep you in the loop on what’s happening across the portfolio while providing a fresh dose of inspiration for your next big outreach idea. Behind the scenes, we are currently navigating some exciting team changes and can’t wait to share in the coming months.
If you have any questions or need a bit of extra support, please reach out to your Regional Marketing Lead
WE DID OUR HOMEWORK... soyoudon’thaveto
THE NEW RENTER JOURNEY
In 2025, Google Searches per User were down nearly 20% For years, the "top of the funnel" was someone typing "Apartments in [City Name]" into Google That behavior is evaporating
BEYOND THE GOOGLE SEARCH
The drop in searches per user likely reflects the rise of Zero-Click searches and the integration of AI Overviews, which provide answers directly on the results page, reducing the need for follow-up queries
“ZERO-CLICK” RENTER
While Google volume is down, renter intent isn't It has just fragmented: Instead of 10 separate searches on Google, a renter asks an AI: "Find me a 1-bedroom near a dog park under $2,200 with EV charging " This satisfies the user in one search
AI OVERVIEWS
Renters are now getting their questions answered (pricing, pet policies, neighborhood vibes) directly in AI Overviews or Google Maps without ever clicking through to your website
WHAT’S NEXT?
We’re continuing to explore and test new strategies to improve how our communities appear in AI-driven search results, so we stay visible, competitive\ and easy to find.
WHAT IS MARKETING DOING?
Search is changing fast and AI is now deciding what shows up first That means our content must be structured in a way that AI can easily read, interpret and summarize
If AI can’t quickly find answers to common renter questions (like pet policies or weight limits), our communities are less likely to appear in search results To stay ahead, the Property Marketing team is focusing on two key initiatives:
AI Optimized Content + Integrations:
We’re partnering with MavenAI to strengthen how our communities show up in AI-powered search This includes: Daily updates to your Google Business Profile (products, photo syncing, pricing, and posts pulled directly from your PMS) Direct integrations with tools like Engrain to enhance fee transparency and on-site experience
FAQ Website Project:
We’re launching a portfolio wide FAQ initiative to ensure AI (and prospects) can easily find answers to common questions
Social Media Posts:
We are incorporating ‘alt text’ and location tagging on posts This allows Google to better index content, helping your posts appear in search results and increasing organic visibility. By treating each post as searchable content we ’ re expanding how prospects discover your community online. This is only for communities partnered with an approved social media vendor
Not sure if you ’ re currently using these tools? Connect with your marketing lead to confirm!
FROM THE FIELD...realoutreach,real
WHY OUTREACH?
Outreach marketing serves as the bridge between a property and the local community.
Hyper-Local Brand Awareness: Outreach allows your team to build direct relationships with local businesses and major employers.
Trust and Human Connection: Prospective renters are more likely to lease from people they know and trust Engaging in local events or "boots on the ground" networking puts a friendly face to the brand, making your property feel like a community rather than just a building
OUTREACH ON THE GROUND
Some of our community teams recently jumped on the viral TikTok “duck trend” to spotlight their communities, and the results have been fun, creative, and highly engaging! It’s a great example of how teams can tap into trending content in a quick, low-cost way that still feels authentic and on brand
See more of the TikTok trend HERE!
Doing unique outreach? Send it to your marketing lead to possibly be featured!
MAY OUTREACH IDEAS
Kentucky Derby: Bring mini pies, canned cocktails, or sweet tea to nearby businesses with a “Run for the Roses” tag + QR to schedule tours. Or have mint juleps (without the alcohol) take away kits for anyone that tours during the Derby week!
Star Wars Day: Do a Star Wars themed coffee + donut drop at local offices –‘The Brew is Strong With This One’, Include a simple flyer with ‘Find Your New Galaxy (aka apartment) ’ National Nurses Day: Hit hospitals/ urgent care with snack kits + handwritten notes
Graduation Season: Target nearby schools for advertising on ‘Moving after graduation’ Surprise and Delights: Select 5 nearby businesses that align with your brand and demographic and drop treats and information ‘Out of the Office’ Co-working or Corporate Pop-ins: Visit nearby offices/co-working spaces with afternoon pick-me-ups (think cookies, iced coffee, sweet treats). Always bring collateral and your business cards! You can use messaging that says, ‘When you ' re ready to leave work behind we ’ ve got you!’
Dog Park Takeover: Pet friendly communities setup a branded table at a popular dog park with treats, tennis balls and water bowls Always bring collateral and your business cards! Have entry forms for pet parents to enter a ‘Bark Basket’ and randomly select a winner to pick up their basket from your office! You can also use all the entry forms to follow up as leads thanking them for coming by and inviting them to tour!
