Ahead of the Curve: 2025 Search Trends

Search is evolving faster than ever, and in 2025, AI is poised to transform how renters and families discover multifamily and senior living communities. From AI-generated search summaries to predictive search capabilities, these advancements are reshaping the digital marketing landscape.

To stay ahead of the curve, we sat down with our in-house experts, Liam Keller (Senior Manager of Ad Operations at Conversion Logix) and Kristen Casper (Search Team Lead at Conversion Logix), to discuss the most significant changes in search behavior, how AI is influencing search marketing, and what multifamily and senior living marketers should do to adapt.

What are the most significant changes in search behavior that you foresee for 2025? How do these apply to the multifamily and senior living industries?

Liam: Advancements in AI are changing the way people discover information. I think Voice Search and Predictive Search driven by AI are two trends that today’s marketers will need to adapt to.

Voice Search is continuing to grow, requiring content to be structured around natural and conversational language that reflects how people ask questions aloud. To adapt, multifamily and senior living marketers will need to ensure their content aligns with the way prospects and families verbally inquire about housing options, amenities, and services in a more conversational way.

Additionally, Predictive Search, powered by AI, is redefining the user journey by anticipating needs before an active search even begins. In the senior living space, AI can surface tailored housing options based on previous searches and user behaviors, helping families quickly find the most relevant communities for their loved ones. In multifamily, it can refine housing recommendations by analyzing past search patterns and preferences, making the process more intuitive and efficient for prospective renters. These advancements are transforming the user experience by removing the burden of extensive research and allowing AI to do the heavy lifting through hyper-personalized recommendations.

What changes are you making to keep up with these trends?

Kristen: At Conversion Logix, we are refining how we structure ads and keywords to align with AI’s evolving role in search. Our approach includes optimizing for voice-friendly content, leveraging automation and data-driven targeting, and using AI to identify the most effective marketing mix to drive leads and leases. 

How do you see AI summaries influencing the way people search and interact with search results?

Kristen: The rise of AI-generated summaries on search engine results pages is changing how users engage with search results. These summaries provide quick and direct answers, often reducing the need for users to click through to traditional results. Studies show that 65 percent of users now interact with AI-generated summaries or featured snippets, bypassing standard listings. This shift, combined with the fact that 84 percent of multifamily housing searches and 71 percent of senior living searches occur on mobile devices, makes competition for visibility more intense than ever.

To adapt, marketers must focus on precise keyword strategies and location targeting that align with user intent. Ensuring that campaigns are highly targeted and optimized for mobile-first experiences is crucial for capturing attention in an increasingly competitive search environment.

Liam: I would add that leveraging AI to analyze data and optimize strategies is essential to staying ahead. This includes refining negative keyword lists to eliminate irrelevant traffic, improving ad relevance, and maximizing every click’s value. Partnering with experts who understand the industry and can integrate key datasets, such as conversion tracking, campaign structures, and CRM data, helps automate tailored ad strategies. By combining these efforts, marketers can ensure their campaigns reach the right audience, align with evolving search behaviors, and remain competitive as AI continues to reshape how users interact with search results.

What key insights from Google’s research this year stood out to you as particularly relevant for the multifamily industry?

Liam: One of the biggest takeaways from Google’s research this year is the increasing need for diversified digital marketing strategies to keep up with evolving consumer behavior. Google’s Brandtastic research highlights that brands investing across multiple touchpoints see significantly higher engagement and conversion rates compared to those relying on a single channel. For multifamily marketers, this reinforces the importance of expanding beyond just search ads and incorporating display, video, and social campaigns to engage renters throughout their decision-making journey.

Google also emphasized how renters are conducting more self-guided research than ever before. They interact with multiple formats, watching video tours, engaging with AI-generated search results, and browsing property websites before ever reaching out. This makes it critical to be present across different digital channels with a cohesive strategy that nurtures leads at every stage.

At Conversion Logix we are applying these insights by leveraging data and automation to create full-funnel marketing strategies that reach renters across search, social, display, and video. By ensuring ads appear where prospects are actively researching, we can drive more qualified leads and maximize leasing potential in a highly competitive market.

What’s the one piece of advice you would give marketing executives as they plan their search strategies this year?

Liam: Never get too comfortable. Search and AI are evolving rapidly, and staying ahead means constantly exploring new technology, analyzing data, and adapting strategies. The most successful marketers embrace change and turn every shift into an opportunity.

Kristen: It is essential to regularly research trends and upcoming innovations. Google frequently rolls out updates that impact search marketing, and keeping a close eye on these changes ensures you can stay proactive rather than reactive. The key is to remain agile, experiment with new approaches, and always look for ways to refine your strategy to maintain a competitive edge.

Staying Ahead in the AI-Driven Search Era

By leveraging AI, automation, and multi-channel marketing, property marketers can ensure they remain visible in an increasingly competitive and AI-driven landscape. The best way to stay ahead? Keep testing, stay informed, and embrace emerging technologies that enhance performance. 

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