An apartment search becomes more specific as renters compare their options: What will I pay beyond base rent? What lease lengths are available? Are there current specials?
Those questions create an opportunity for useful information on community websites.
In LeasingAI’s monitored ChatGPT answers about fees and lease terms, 92% cited at least one community or management-company website. Questions focused on budget did so about a third of the time.
The implication for marketing teams is practical: make the information renters need to evaluate a community easy to find on the community’s own website.
Give renters answers they can use
Start with questions the leasing team already hears: application costs, deposits, recurring fees, pet charges, parking, available lease terms and the conditions attached to current offers.
Use approved facts. Explain which charges are required, which are optional and what varies by apartment or lease. If information changes, assign someone to keep it current.
Clear answers give renters a better basis for comparing communities and give AI systems useful source material.
Put the information where people can read it
Keep essential details in accessible page text, with descriptive headings and clear internal links. A renter should be able to reach the information without searching through several unrelated pages or downloading an image of a fee sheet.
Where structured data is appropriate, it should reflect the information visible on the page. Google’s guidance for AI search features emphasizes established SEO practices and readable content.
Measure the questions as well as the brand
A single visibility number can hide differences between renter needs. Review whether communities appear for relevant searches, which sources are cited and whether the official website receives a link.
This study used ChatGPT answers LeasingAI collected for the communities it monitors in October and November 2026. It measured whether an answer cited any community or management-company website. It does not mean every named property’s own website earned a citation.
Then examine identifiable AI referral visits and the pages those sessions reach. That connects the content opportunity with the website journey your team can observe.
Make your own website a useful destination
Multifamily websites already hold information renters need. Making that information specific, accessible and current strengthens the destination behind the community’s name.
LeasingAI helps marketing teams measure AI search performance and identify improvements. ListingsAI adds organized community information and direct paths to official websites and leasing teams.