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IMG Speaks at Apartment Innovation Conference in LA

Woodland Hills, CA – May 7, 2025 – The Apartment Innovation and Marketing (AIM) Conference once again delivered insights and high energy, drawing more than 1,200 multifamily industry leaders to Huntington Beach, California. Known as the premier event for multifamily technology innovation, AIM offers a unique blend of educational and networking opportunities. Topics are focused on innovative solutions to keep apartment assets efficient, profitable, compliant, and competitive.

Top Technology Trends in Multifamily

Presentations centered around renter behavior trends, AI-powered search, and centralized leasing tools. Key sessions included:

  • Zillow’s Chief Economist discussed the effects of the multifamily supply boom on rental concessions and changing renter priorities.
  • Google’s Product Team unpacked how AI is transforming the rental industry. They provided tips on ad targeting, visual-first search, and 24/7 tour scheduling using automated agents. By 2027, it’s forecasted that 90% of Google’s ad revenue will come from AI-powered ads.
  • Panels on search evolution and generative engine optimization (GEO) emphasized the need to shift beyond traditional SEO to meet renters where they’re searching—whether on TikTok, ChatGPT, or Gemini.
  • “Marketing What Renters Want Most” session with survey data from Yardi RentCafe highlighted renters’ clear preference for practical over premium amenities such as in-unit laundry, A/C, and pet inclusivity topping the list.
  • Transparent Pricing: New laws rolling out in several states require apartment operators to clearly disclose all fees upfront. This follows a broader trend across industries like vacation and hotel rentals (Airbnb) and ticketing (Ticketmaster) where they must eliminate surprise fees.

One underlying theme stood out among all sessions: multifamily marketers must embrace technology and personalization to compete in today’s fast-moving market.

IMG’s Julie Flesner Advises Multifamily Operators on Mobile App Strategy

One of the conference’s standout sessions was “White-Label vs. Native Apps: Navigating the Multifamily Mobile App Maze.” Julie Flesner, Communications Director at Investors Management Group (IMG), joined Lidia Zaragoza to help property owners and operators make smarter mobile app strategy decisions to benefit investment performance.

Mobile apps are key drivers of resident engagement and retention. Flesner and Zaragoza suggested that operators assess the costs/benefits of using pre-built apps versus custom applications. While cost is always a consideration, other motivators such as customization, and compliance with Apple and Google app store guidelines, are others. Their session provided a clear framework for choosing a path that balances branding, cost, and user experience—helping operators avoid common app launch pitfalls.

Actionable Takeaways from AIM 2025 Huntington Beach

  • Reputation matters: 45% of properties have ratings below 4 stars on Google which impacts prospects’ desire to tour. Online presence is key to lead conversion.
  • Renters behave like homebuyers:  With renter decision making now stretching 60+ days, renters are moving at a pace more like home buyers. Operators need marketing that shapes outcomes weeks or even months ahead.
  • Media drives money: Virtual tours lead to 72% more leases and 38% higher lead-to-lease conversions. Raleigh leads the nation in out-of-state rental searches, with 65% of activity coming from outside the local market.
  • Supply boom impacts: The multifamily supply surge has triggered concessions across 60% of apartments.

About AIM

The AIM Conference is the leading event for executives in multifamily ownership and management, with programming focused on marketing innovation, resident experience, leasing strategies, automation, AI, and operational excellence.

About Investors Management Group

Founded by Neil Schimmel, IMG is a nationally acclaimed real estate investment and asset management firm highly specialized in apartment communities. Our mission is to create vibrant, sustainable living environments through strategic investments and a commitment to community development. With a network of over 1,000 accredited investors, we strive to enhance the quality of life for our 5,000+ tenants nationwide and support the growth of local neighborhoods. IMG’s culture is characterized by innovation and a steadfast commitment to creating value in multifamily investments. Learn more

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