11/10/2026
11 am PT / 12 pm MT / 1 pm CT / 2 pm ET
*approximate length: 45 minutes to 1 hour
Presenter: Paul McClain, Founder and Chief Marketing Advisor
Search isn't dying; it's talking back. Renters are starting to type keywords into Google; they ask ChatGPT, Gemini, and Claude conversational questions like "What are the best pet-friendly apartments near downtown Austin under $1,800?" AI is already answering, often without ever sending that renter to your website.
This session breaks down the three disciplines every multifamily marketer needs now: AEO (getting your property surfaced in Google's AI Overviews and voice search), GEO (getting named by name when renters ask ChatGPT or Perplexity for recommendations), and AIO (using AI tools to create content, personalize outreach, and optimize pricing faster than your competitors). You'll see examples of what winning and losing looks like in AI search results. You'll walk through the CARE prompt framework for writing AI prompts that actually produce usable marketing content. And you'll leave with a checklist you can run against your own property this week.
If you've wondered whether AI search is a real threat to your leasing funnel or just hype, this session gives you the data, the vocabulary, and the action plan to find out, and to get ahead of it.
Learning Objective:
- A working definition of AEO, GEO, and AIO, and the ability to explain the difference to a boss or client in under a minute, using the comparison framework from the session.
- A self-audit checklist across all three disciplines they can run against their own property the same day (FAQ schema, NAP consistency, review presence, chatbot deployment, etc.).
- The CARE prompt framework, a repeatable structure (Context, Action, Requirements, Example) they can apply immediately to get usable AI output instead of generic copy, plus 5 ready-to-use prompt templates for common marketing tasks.
- A completed, property-specific AI prompt they wrote themselves during the live exercise and can use the moment they leave the room.
- A content roadmap starting point: the four renter mindsets and the real prompt patterns behind them, translated into a list of content gaps (neighborhood guides, amenity pages, review management, price-justification content) worth prioritizing first.
Paul McClain is a seasoned Multifamily Marketer with over 12 years of experience in leasing, sales and digital marketing. His decade-long experience overseeing marketing portfolios for vertically integrated and third-party clients makes him uniquely qualified to share his knowledge with others. He is well versed in the creation and execution of marketing strategies for new construction lease ups, active adult, conventional and affordable communities. He has earned his CAM and CAPS designation from the National Apartment Associations and serves as faculty for NAAEI.