There’s a lot of buzz right now around AI search vs. renter reality—but the data shows renters still make decisions on listings, community websites, and authentic reviews.
The multifamily industry has always been keen on keeping an eye on new trends in marketing. But sometimes, the importance of those trends gets overstated.
Currently, AI is a prime example. When it comes to search, there’s a lot of buzz around generative search engine optimization (GEO). Panels, articles, and strategy sessions are all giving it airtime. The SatisFacts 2025 Biennial Online Renter Study did the same.
But here’s where caution is needed. When renters were asked what sources of information they actually used when shopping for an apartment, only 46% named a traditional search engine—and just 11.5% cited AI-powered search or chat tools. By comparison, 65% used listing sites like Apartments.com or Zillow, and nearly 52% visited a community’s own website.
Apartment Shopping: Information Sources Used (2025)
Multi-select; percent of renters selecting each source. Listings (65%) and community websites (51.7%) outpace search engines (46%) and AI tools (11.5%).
Breaking it down further:
- By generation: Gen Z and Millennials lean more toward search engines (51%), but usage drops sharply among older cohorts.
- By rent amount: Higher rents don’t drive heavier reliance on AI or search—listing sites and community websites dominate across the board.
- By region: In markets like the West North Central and Pacific, listing site usage is well above 70%, while AI tools are in the low teens.
- By education: Even the most tech-savvy renters with advanced degrees reported AI usage below 14%.
How Each Generation Finds Apartments — % Selecting Each Source (2025)
Gen Z/Millennials are modestly higher on search engines (~51%), but AI tools remain low across cohorts (≈9–12%). Listing sites dominate for every generation except the Silent Generation, where Referrals are dominant.
Information Sources by Rent Level — % Selecting Each Source (2025)
Higher rent does not translate into outsized reliance on AI for search. Listings and community sites remain the primary decision drivers.
Where Search Behaviors Shift by Region — % Selecting Each Source (2025)
Listing site usage tops 70% in several regions (e.g., Pacific 74.5%); AI tools stay in the low-teens everywhere.
Information Sources by Education — % Selecting Each Source (2025)
Even among advanced degrees, AI tools remain under ~14%. Community websites and reviews hold steady.
The story the data tells is clear: AI in search is an emerging trend, not yet a renter-driven behavior. We know GEO has a future, but it’s important to stay focused on where renters are current making decisions—listings, websites, and reviews, while you begin planning how to integrate emerging platforms like AIpowered search/chat tools and community forums.
The takeaway on AI search vs. renter reality? Balance the excitement of new technology with the reality of customer behavior. Over-investing in GEO today could mean under-investing in the tools renters already trust.
