Generative Engine Optimization (GEO) and the Future of Renter Visibility in an AI-Driven World

If you're still optimizing your marketing strategy for search engines alone, you're already playing catch-up.

Renters aren’t just Googling anymore, they’re asking ChatGPT where to live. They’re skipping search results entirely, moving away from syndicated listing services, and making decisions based on the instant answers they get from AI tools. And if your property isn't showing up in those answers, you’re basically invisible.

Welcome to the world of Generative Engine Optimization (GEO).

What Is GEO and Why Does It Matter?

Traditional SEO is about optimizing your content to rank in search engine results. GEO, on the other hand, is about making sure your content is understood by AI — so it can be served up directly in generative search responses on the LLM’s (like ChatGPT, for example).

Think summaries, recommendations, and conversational answers that never even require a click to your website.

This shift isn’t theoretical. It’s already happening.

AI-powered search engines and chatbots are transforming how information is surfaced and decisions are made. And in the multifamily world, that means renters are making choices based on what AI tells them — not what your website says.

Why Your Website (Probably) Isn’t Ready

Most multifamily websites were built for people, not machines.

That’s a problem in an AI-first world.

Large language models like ChatGPT don't just crawl your site, they actually interpret it. They summarize, synthesize, and prioritize content based on structure, clarity, consistency, and context. If your website doesn’t speak AI’s language, your property won’t show up in the new generation of search.

And here’s the kicker: GEO isn’t just about text.

The Role of Video in GEO

Video is quickly becoming a secret weapon in the battle for AI visibility.

Here’s why:

• AI tools prioritize content that answers questions quickly and clearly — video excels at this
• Videos often contain rich metadata (titles, descriptions, transcripts) that LLMs can pull from
• Short-form, well-tagged video content can surface in AI summaries, especially when paired with strong, structured data

At Kurie, we’ve seen how video can do more than just convert leads. It can help generate them by putting your brand in front of renters who may never even land on your site.

Bottom Line:

AI isn’t coming for search. It’s already taken over. And the properties that understand how to rank in generative engines will be the ones renters find first.

Don’t wait until your web traffic dips or you notice something “off” with your website metrics in the coming months. The future of visibility is GEO and we’re here to help you master it.

Want to Learn More About GEO?

Join Us for a Deep Dive

To help you stay ahead of the curve, I’m teaming up with Jacob Carter (CEO, Nurture Boss) and Diana Norbury (SVP of Multifamily Operations, Pillar Properties) for a high-impact, no-fluff webinar:

🧠 The New GEO: How to Rank in AI-Powered Search
📅 Tuesday, July 30 at 12PM ET

We’ll cover:

• What generative search is and why it’s different from SEO
• How AI tools like ChatGPT interpret and rank your website
• Real-world insights from Pillar Properties and their GEO Audit results
• Actionable steps you can take today to become more discoverable in AI-driven search

The best part? Every attendee will receive free access to Nurture Boss’s GEO Audit Tool (the same tool that uncovered visibility blind spots for Pillar Properties) and will get an exclusive invite to be a part of my new video series, Kurious Conversations.

Learn how to future-proof your marketing plans so you can be seen, not skipped.