Many online rental housing searches begin the same way: a renter in your area types “apartments near me” into Google, ChatGPT or another AI tool. In that moment, your position in their search results becomes your digital curb appeal. So, what makes these search tools recommend one site over another? And how can you appear in more search results? It all comes down to your property management website.
The good news is that if you want these search algorithms to find and display content from your website, cost-effective tools are already available. This article explores how AI is changing the search game, how these changes might affect your website and what you can do about it.
Key takeaways
- Property websites matter more than ever
- Understanding Google vs. ChatGPT
- What your website needs to appear in online searches
- Why corporate websites matter
- How to self-audit your marketing on ChatGPT
- A cost-effective option for professional websites
Why you need a website more than ever
Most businesses have a Google Business Profile (GBP). This is important, but it’s not enough to be found easily online. Without a website, online information about your property will be limited to the few details listed on your business profile.
If a renter is trying to learn more about your property or is doing a search on local vacancies, that information is going to come from your website. There’s no way to cheat this process. If your website is outdated, missing information or suffers from a poor user experience, Google and ChatGPT aren’t going to feature your property. They might not even know you exist.
Google is key to online visibility
Currently, 90% of online search goes through Google. Many searches result in an AI Overview, which means fewer clicks away from Google and more time spent on it. In fact, people who get responses within an AI Overview are 47% less likely to click on any search results, and 26% of users simply end their search session without clicking again.
Here’s what the data means for property managers.
People are basing decisions on what they see in AI Overviews. Therefore, your business needs to be visible in AI Overviews. If it’s not, your property management website is almost certain to fall short of its marketing potential.
ChatGPT is chasing Google for search dominance
Today, there are five AI search tools that make up the lion’s share of the AI market, but one currently stands out far above the rest: OpenAI’s ChatGPT. In fact, 61% of searches done on AI tools use ChatGPT. Microsoft Copilot comes in a distant second place with 14% of the AI search market.
Google reigns supreme in the world of online search, but ChatGPT is closing the gap faster than you may think. At the current rate of growth, ChatGPT search could equal or surpass Google’s search volume in just two to three years.
Why competition is higher in AI search
Google may show you dozens of results including an AI Overview, sponsored results and organic search results. ChatGPT, however, is more focused. It will display fewer, more targeted options. That means it’s only showing what it deems to be the best of the best.
Given the nature of how ChatGPT works, it may be harder to appear in search results, but you’ll stand out more than you will on Google.
What your website needs to appear in online search
Ultimately, the goal is to get your content seen on Google, ChatGPT and anywhere your audience is looking. That only happens if your website is up to snuff.
Beautiful photos, a headline that sets the tone, a layout that feels clean and intuitive — they’re tiny details, but they add up. Renters want to feel that a property is cared for and that the team behind it is organized and attentive. A strong website communicates that without a single conversation.
SEO offers clarity, not a scavenger hunt
There’s nothing more frustrating for a renter than hunting for basic information. Pricing, pet policies, amenities, availability — none of it should take more than a few seconds to find.
Search engine optimization (SEO) can sound technical, but in reality, it comes down to making your website easy for Google to understand. Clear page structure, relevant keywords and fast load times all help your site get in front of people who are already searching for exactly what you offer.
Yardi has been a Google Partner for many years, so we stay connected to the latest SEO trends as they come up. Take RentCafe websites, for example. Because our templates are optimized for SEO, you don’t have to hire specialists or dive into complicated settings.
Get a website that integrates with your software
When your website information is integrated with your property management software, marketing your properties is easier. This is where RentCafe’s integration with Yardi Breeze makes a big difference. Your site pulls pricing and availability straight from your property management system, so renters see accurate details in real time. It saves your team time and earns renters’ trust all at once.
Mobile first is more than just mobile friendly
Most prospects aren’t looking for their next home at a desktop computer. They’re scrolling on their phones while waiting for coffee or riding the bus home from work. If your site loads slowly, jumps around as it loads or forces them to pinch and zoom just to read your content, you’re losing them.
Mobile is the first environment renters live in. That’s why our property management website templates are built with this in mind. Even better, Google rewards mobile-friendly sites with better visibility. Having one helps renters find you faster.
Accessibility is not an afterthought
A great website works for everyone. Someone using a screen reader should be able to understand your photos. Text should be clear and readable for people with low vision. Buttons and menus should be predictable and easy to navigate.
Accessibility isn’t something you “add on” later. It should be built into the structure. Our templates automatically generate alt text where needed, check color contrast behind the scenes and use clean code that assistive tools can interpret accurately. This doesn’t just expand your audience. It also makes your site work better for everyone, regardless of ability.
Don’t forget about your corporate website
Property websites speak directly to renters, but corporate websites serve a broader mission. They introduce your company to owners, investors and community partners while still giving renters access to your portfolio.
Corporate sites can showcase your experience, awards, portfolio and leadership team. They communicate professionalism in a way that helps you grow your business, not just your occupancy.
How to self-audit your website performance on Google & ChatGPT
Looking for an easy way to see how your property website is performing in Google and ChatGPT? Do a few searches that apply to your business.
If you’re using Google, turn on Incognito Mode. This will give you a clean slate — results won’t be influenced by search history, location and other factors. Run a search for common phrases people use to find rental housing:
- Apartments near me
- Best apartments in [location]
- Which neighborhood is best for [schools, transit, etc.] near me
See if you can figure out what’s working (or not working) for your business. Run similar searches on your top competitors.
Use probing questions and prompts. To start, run these through ChatGPT:
- How did you come up with these results?
- Why isn’t [your business] included?
- How can I get my business included?
- Here’s a link to my website. Tell me what it needs to earn your recommendation.
- Follow-up to my previous prompt. Here are some links to my listings. Give me recommendations.
Try Deep Thinking mode in ChatGPT
The ability to have a back-and-forth with ChatGPT is invaluable. If you want to take your analysis to the next level, try Deep Thinking mode. ChatGPT can take around 10 minutes to generate a response, but you’ll get a lot more detail. Just note that you may be limited in how many of these responses you can use in a week or month, depending on your subscription.
Why RentCafe websites are cost effective for property managers
If you were building a website entirely on your own, you’d need strategists, designers, copywriters, developers, QA testers, accessibility experts, SEO specialists and hosting support. That’s a lot to handle on your own.
Our RentCafe Creative Services team designed website templates that bundle all of the above, so you don’t have to manage it piece by piece. You get a professionally built site with SEO, hosting, security and Breeze or Breeze Premier integration handled for you. Updates and improvements roll out automatically. You don’t need a developer every time you want to adjust a detail.
And if you like being hands-on, RentCafe Site Editor gives you the freedom to update content, swap photos or adjust branding without worrying about breaking anything.
What’s the next step?
Think of a website as “step one” of a solid marketing plan. If this is where you are on your property marketing journey, perfect! We can help you explore professional website designs. If you’re a Breeze or Breeze Premier user, check out RentCafe websites to see what our Creative Services team could build for you.
Once you’re ready to talk about what you need in a website, a dedicated account manager will walk through the entire concept with you. You’ll review drafts, make edits and refine your content until everything reflects your vision. After you connect your domain, you’ll be ready to go live.
After that, you’re supported by the RentCafe team whenever you need a hand.
Bottom line: The renter’s online experience comes first
A strong online presence increases renter confidence, helps owners understand your capabilities, gives you a competitive edge and presents your company with the professionalism it deserves.
Property management websites are no longer just online brochures. They’re your introduction, like a digital handshake, and can often be a deciding factor. With the right foundation, a website can help you attract more renters, streamline communication and grow your business without growing your budget.
