REACH 360: A closer look at the next big thing in search

Search is changing. More renters are using AI to find apartments, which begs the question: How should your marketing adapt and evolve?  

We’ve written about this topic recently, offering an AI search briefing from multifamily experts, plus a free guide and checklist to optimize your brand. But we knew there was opportunity to do more … we wanted to create something to help you market through the AI era and beyond. That inspired REACH 360, our brand-new, unified marketing solution.

So, how can you show up and stand out to renters in the AI era?

REACH 360 addresses the challenge by helping you create and optimize content for search and AI engines, then showcase it where it matters most. It includes five marketing components for a competitive cost (often less than a monthly ILS subscription).

Keep reading for a closer look, paired with insights on why each component matters in the rapidly shifting search landscape.   

Meet REACH 360

REACH 360 is your one-stop shop for reaching renters wherever they search. It’s a multimedia, multichannel approach built to improve search signals and increase your visibility online.

Put differently, REACH 360 is a holistic marketing strategy that spans your entire digital presence.

Here’s what’s included:

• Visual media
• Search optimization
• Reputation management
• Content & analytics  
• ILS advertising (coming soon)

In developing a marketing solution for the AI era, we wanted it to be comprehensive, but also affordable. Contact us below for details, but the idea is you get five powerful tools without overtaxing your budget.

Visual media

Did you know AI engines use visual media to index, interpret and retrieve information? With high-quality media, you send positive signals to AI engines, which boosts your chances of showing up in AI-powered search results.

And, bonus, survey data tells us visual media engages renters.

REACH 360 includes TourBuilder One by LCP Media, an all-in-one mobile solution. You can capture stunning photos and virtual tours at the property and unit level using an iPhone, gimbal, tripod and intuitive app. No complicated setup or equipment required.

TourBuilder One makes it easy to create media that appeals to both renters and AI engines.

Search optimization

Can you win at both traditional and AI-powered search? You bet, and it’s necessary in the current search landscape. We know that renters search across AI platforms, but recent data says they’re still using Google, too.

A strategy that incorporates search engine optimization (SEO) and generative engine optimization (GEO) is critical.

SEO Grow is our comprehensive, ongoing service offered with REACH 360. It includes website support, strategic GEO, Google Business Profile management, local business listing oversight and more.

Here’s an example of what our optimization efforts look like: Our search experts restructure your on-page content to be AI-friendly. This is important as AI engines look for specific — and consistent — content signals before sourcing your brand in AI search results.

Reputation management 

We all know reputation management is valuable. For multifamily brands, it’s a way to build trust with renters, strengthen resident loyalty and stand out in competitive markets.

But did you know it matters in the AI era? AI engines index reviews from several sources, including your website, Google Business Profile and social media channels, when generating summaries. They look for positive signals generated by review volume, recency, sentiment and cross-source consistency.

That means you need to audit and engage with your reviews regularly. 

REACH 360 makes it easy with reputation management tools. Our self-service dashboard allows you to quickly manage reviews and post responses, all from one platform.

It’s a way to simplify your reputation management approach while enhancing your AI search performance.

Content & analytics

We’ve touched on the importance of rich, AI-friendly content, but what should you actually create? You’ll need a mix of short, medium and long-form content — including blog and social media posts — to make your mark in the AI era.

Creating effective content can be time consuming, though, which is where REACH 360 comes in. Marketing IQ Genius is included and offers AI content generation for multiple platforms, powered by Yardi Virtuoso. It’s curated, strategic content that attracts both renters and AI engines.

Marketing IQ Genius also offers robust analytics on website performance, spend, leases by source and more. You get the tools to track your marketing performance at every level, then adjust your strategy as needed.

ILS advertising (coming soon)     

Don’t worry, we didn’t forget about apartment listings! We know ILS advertising is essential in the multifamily space. This holds true in the AI era, but you’ll need to think about it a little differently.

To engage today’s renters, you’ll want to list on ILS platforms that provide the AI search experience they’re increasingly drawn to … and expecting. This helps turn searches into tours and leases.

Again, we’ve got your back with REACH 360. It’ll soon include ILS advertising through RentCafe.com, which offers AI-powered search experiences to help renters find the right fit, apply, move in and earn rewards.

We’re also introducing TikTok-style apartment listings, plus an AI rental assistant named Ren. Soon renters will be able to swipe through tours of listings until they find what they like, then use conversational AI chats to narrow down their search.  

More on REACH 360 & marketing in AI era

That was a lot to take in, but hopefully it helped you see the importance of marketing in the AI era. We’re passionate about providing insights, data and solutions to make your life easier (and your marketing more effective).

“We have to think about how AI has changed our customer’s journey,” shared Esther Bonardi, vice president at RentCafe. “When search experiences began changing so rapidly, we started working on a solution. REACH 360 is designed to help you touch everything needed in the AI era … it’s our way of helping you stay visible and discoverable.”

A few more callouts on REACH 360:

First, at this time, REACH 360 requires a RentCafe website. Second, there’s opportunity to amplify your results with REACH PPC, our pay-per-click advertising service. It’s a natural addition to REACH 360 that allows you to incorporate visual media in your paid search campaigns, then easily track results in Marketing IQ Genius.

Explore the REACH 360 brochure for a quick summary of what’s possible.  

Let’s tackle your strategy together

Ready to attract, engage and convert renters everywhere? Reach out for a personalized demo of REACH 360, including pricing details.

P.S. REACH 360 made its debut at this year’s Apartment Marketing and Innovation Conference (AIM). Learn more about the launch and other big announcements at AIM.