I entered the multifamily space in 2023, and this was my first trip to AIM. Let me just say: I’ll always think of my time in this industry as life before AIM, and life after AIM.
In just a few days, I learned more than I could’ve imagined—not just about marketing strategies or tech trends, but about the people who make this space what it is. This industry is incredibly unique. It’s close-knit. It’s collaborative. And it’s filled with some of the sharpest, most generous minds in marketing. The friendships, the energy, the ideas—AIM is the real deal.
Whether you were there in person or following from afar, here’s what stood out from the sessions—and a few things I’ll be taking home and putting to work.
From move-in to renewal, every interaction matters. Renters expect things to be easy, clear, and on their terms. The bar has officially been raised—and they’re comparing us to DoorDash and Amazon, not the property down the block.
No longer just a tech demo. We saw real examples of marketers using AI to build campaigns, write content, and free up their team’s time. It’s not about replacing people—it’s about removing the busywork so your team can actually think.
There was a lot of talk about streamlining—fewer vendors, cleaner tech stacks, tighter workflows. Teams are over the bloat and looking for ways to cut through the noise. Focus beats flash.
Data’s important, but it doesn’t sell an apartment by itself. Panels on influencers, branding, and “cringe-worthy” marketing reminded us that being clever, honest, and human goes a long way—especially when everyone else sounds the same.
Renters are skeptical. Between unclear fees, questionable reviews, and buzzword overload, we’ve got some trust to rebuild. The brands that win will be the ones that simplify, own their story, and back it up with real value.
Maybe not the most provocative or prudent, but 5 learnings that stuck with me:
1. You can build a marketing strategy in a day. Seriously.
Kristi Fickert and Justin Jones proved it with ChatGPT and Gamma. It was mind-blowing and strangely comforting to see what’s now possible when the right tools meet the right brains.
2. If your properties are wildly different, don’t force a single ILS-style experience
Bringing the ILS format to your own site makes a lot of sense—until it doesn’t. If your properties vary a lot, a cookie-cutter experience can feel disconnected and jarring.
3. GEO (Generative Engine Optimization) is the new SEO
As AI-generated answers start replacing traditional search results, it’s time to think about how your brand shows up in that context. One easy step? Add rich neighborhood content to your website. Melissa Brandy and the team at Fogelman are leading the charge.
4. Paid search still matters—especially for your name
Yes, some brand searches would find you anyway, but as Michelle Moriello of Windsor Communities put it: paid search for your name is “cheap money.” It’s also defense against your competitors outbidding you for your own traffic.
5. Don’t try to fake a five-star experience
Carla Alicea from SatisFacts reminded us that a perfect rating can actually work against you. Aim for real, not perfect. The sweet spot? A solid 3.82 stars. Anything higher, and you start attracting renters with unrealistic expectations.
AIM 2025 was a crash course in what’s possible when this industry shows up with open minds and honest conversations. I walked away inspired, challenged, and wildly grateful to be part of it.
Now, back to work—with a few new ideas (and a few new friends) in tow.