The only constant in multifamily housing is change, and nowhere was that more evident than at AIM 2025. This year’s conference united industry leaders, innovators, and bold thinkers to answer a critical question: What does it take to thrive when renter expectations, technology, and the market itself are shifting at lightning speed?
Here’s a look at the major themes and actionable insights from AIM 2025, designed to help property teams, marketers, and tech partners stay ahead of the curve.
Want the highlights without the scroll? Tap play and get the AIM 2025 recap in just a few minutes.
Instant Gratification Is the Baseline
Residents today expect the same instant service from their apartment communities as they do from Uber or Amazon. If a leasing process or maintenance request feels slow, especially for Gen Z, most won’t wait around—64% will abandon a slow experience. This means every touchpoint, from the first inquiry to renewal, needs to be fast, seamless, and intuitive.
For apartment operators, this is a wake-up call. Streamlining processes, adopting digital tools, and reducing friction are now essential, not just for attracting new residents, but for keeping the ones you already have. The communities that deliver instant, intuitive experiences will win loyalty and stand out in a crowded market.
AI Is No Longer the Future—It’s Now
Artificial Intelligence has officially moved from buzzword to business essential. At AIM 2025, the spotlight was on real-world AI: tools that automate leasing, personalize resident communications, and even optimize maintenance scheduling. The most successful operators aren’t just buying AI, they’re integrating it into daily workflows to make teams more efficient and resident experiences more personalized.
The takeaway for any property team: it’s not about having the fanciest tech, but about using it to solve real problems. AI can free up staff for higher-value work, help residents feel understood and seen, and drive smarter decisions across the board.
Search Is Evolving: The Rise of GEO
Gone are the days when renters simply typed “apartments near me” and scrolled through generic listings. Yes, you read that right. You might be spending too much time on traditional SEO, and it’s surprising to realize that it may no longer be as relevant as it once was. Today, people ask conversational, context-rich questions like, “What are the best apartments near my office?” or “Which communities are walkable to transit?”
This shift has given rise to GEO, Generative Engine Optimization. GEO means adapting digital strategies to answer the nuanced, local, and human questions that AI-powered search engines now handle. Property websites need to highlight neighborhood features, walkability, transit options, and real resident stories.
Retention Is the Core Strategy
Retention has always been a core strategy for long-term success. Now, residents are staying longer, with lease terms now commonly extending to two or even three years, and the average renter age rising into the forties. At AIM, there was a clear emphasis on shifting focus from constant leasing to nurturing lasting relationships. Operators find renewals are more cost-effective than acquisition, and programs like rent reward points are helping turn everyday interactions into reasons to stay.
However, retention goes beyond perks. It requires consistent, high-quality service, aligned teams across marketing and operations, and a strong understanding of why residents choose to stay or leave. The communities that invest in the resident experience will see higher renewal rates, lower turnover costs, and even greater likelihood to keep renters in the same portfolio when they move.
Experience Over Amenities: Differentiation in a Crowded Market
Stainless steel appliances and fitness centers are now standard fare. What truly sets a community apart is the experience it delivers—the vibe, personality, and sense of belonging. Where you live is a statement about who you are. Renters are drawn to places that reflect their values and lifestyle, not just a list of features.
For multifamily teams, this means it’s time to define what makes your community unique. Understand your audience’s lifestyle preferences and motivations, and let that shape your branding, events, and service delivery. The communities that clearly articulate their identity and align operations with that vision will attract the right residents and foster stronger connections.
Data-Driven Decisions and Social Listening
The best strategies are informed by the right data. Macro data helps set the direction, but micro data—like social listening on Reddit, resident forums, and reviews—guides everyday decisions. Social listening is a gold mine for understanding what renters want, what’s working, and where improvements are needed.
For apartment marketers, this means using both big-picture analytics and real-time feedback to refine messaging, adjust budgets, adapt campaigns, update amenities, and spot trends before they go mainstream. Staying agile and resident-centric starts with listening.
Alignment, Digital Independence, and the Power of Learning
AIM 2025 made it clear: the days of marketing, operations, and tech working in silos are over. Centralization and collaboration are the new gold standard. When teams align their goals, share information, and specialize in their strengths, the result is a smoother experience for residents and a more efficient business overall. At the same time, forward-thinking operators are investing in their own digital assets—branded websites, unified domains, and direct control over listings. This isn’t just about SEO; it’s about owning your brand’s online reputation and ensuring long-term visibility.
No transformation comes without a few bumps. The best teams treat every misstep as a learning opportunity. Sessions on the FAIL-SAFE Framework and candid stories of marketing blunders underscored the value of transparency, quick adaptation, and a culture where lessons are shared openly. Some of the most valuable insights at AIM 2025 came not from the stage, but from honest, peer-to-peer conversations. Regularly connecting with others in the field leads to better strategies, new ideas, and a stronger support system. The best solutions often emerge from collaborative discussions.
Looking Ahead
The multifamily industry is moving faster than ever, driven by new technologies, shifting renter expectations, and the need for authentic connection. Those who adapt, listen, and innovate will lead the way.
For those looking to put these ideas into action or explore what’s next, 30 Lines is ready to help guide the journey. The future of multifamily belongs to those who are bold enough to embrace it—together.
Curious how these ideas could work for your team? Let’s talk. Drop us a line and we’ll help you uncover what’s next for your marketing strategy.
