5 Talking Points to Use When Your Owner Asks Why Traffic Is Down

You open your inbox. The subject line stops you cold:

Traffic is down — what’s going on???

If you’re a multifamily marketer, you’ve probably been here before. Owners and operators want answers — fast — and they’re often looking at traffic like it’s the only measure of marketing success.

But the truth is, in 2025’s zero-click, AI-personalized search world, traffic alone is no longer the whole story. Here’s how to respond with confidence — and reframe the conversation toward metrics that actually matter.

1. “Why is our traffic dropping — shouldn’t we rank #1 for everything?”

💬 What to say:

“Ranking #1 for a keyword isn’t the ultimate goal anymore. Google and AI-driven search results often give renters answers directly, without a click. Even if traffic dips, our property is being seen in map packs, local overviews, and AI-generated answers — building awareness early in the renter journey.”

👀 An example:

A renter searches for “apartments near [employer name].” Instead of clicking, they see a map pack with your property, a short AI summary, and your review snippet. Even though your site didn’t get the click, the renter now recognizes your property and is more likely to call, submit a form, or search your brand directly later.

✨ Why it matters:

Owners often panic when traffic drops, but presence in AI-powered answers is still valuable — you’re capturing the intent of renters even if the click doesn’t happen immediately.

2. “Are we losing out because people aren’t clicking our site?”

💬 What to say:

"Not necessarily. Search results are personalized for each renter based on location, search history, and intent. Two renters typing the same keyword may see completely different results. The click isn’t the only measure of success — our visibility wherever AI and search algorithms surface relevant information matters most.”

👀 An example:

One renter sees us in a neighborhood guide snippet; another sees our reviews highlighted in AI results. Both interactions increase awareness and trust, even if one renter doesn’t click.

✨ Why it matters:

This helps owners understand why a drop in traffic isn’t automatically a failure. Visibility is now fragmented across multiple touchpoints.

3. “Is our traffic even bringing quality leads?”

💬 What to say:

"We’re focused on attracting high-intent renters — people ready to tour or apply — instead of just boosting overall visits. Lead-to-lease conversion rate is a better measure of marketing success than total traffic.”

👀 An example:

Last month, organic visits decreased slightly, but tour requests from organic sources went up 20%, showing that the traffic we did get was higher quality.

✨ Why it matters:

Owners care about occupancy and NOI, not vanity metrics. Highlighting intent-driven traffic connects SEO performance directly to bottom-line results.

4. “If traffic is down, does that mean we’re losing leases?”

💬 What to say:

"No. Even with lower traffic, organic search is still driving leases. We can track exactly how many leases originated from organic leads, showing that SEO is contributing directly to signed leases.”

👀 An example:

A renter finds our property via a blog post about “walkable apartments downtown” and eventually signs a lease. The initial click was just one touchpoint, but it directly contributed to revenue.

✨ Why it matters:

It reinforces that SEO success is about outcomes (leases), not just site visits.

5. “Why isn’t our website the only place people find us?”

💬 What to say:

"Renters today find information across multiple platforms — Google Business Profiles, review sites, ILS listings, and social channels. We optimize our presence everywhere to ensure our property is visible and trusted at every touchpoint.”

👀 An example:

A renter might search Google, check Apartments.com, read reviews on Yelp, and watch a video tour on YouTube. Because all information is accurate and consistent, we’re more likely to be chosen over competitors.

✨ Why it matters:

Visibility alone isn’t enough. Marketing today is about trust and accessibility across all renter touchpoints.

Extra Guidance for Marketers:

When preparing for the “traffic is down” question, come armed with:

• Organic lead counts: Show exactly how many inquiries came from SEO.
• Lead-to-lease rates: Demonstrate that the traffic you did get is high quality.
• AI/local pack examples: Screenshots illustrate new forms of search success.
• Brand search trends: Highlight direct searches as proof of awareness.

💡 Did you know that  MultiHub offers an AI Traffic Report?

The Bottom Line:

Traffic dips in 2025 don’t automatically signal SEO failure. The real measure of success is:

• Being findable in AI-powered, personalized search results
• Being trusted across all renter touchpoints
• Being chosen by high-intent renters who become residents

With these talking points, marketers can turn a heated traffic conversation into a strategic discussion about lead quality, occupancy, and real ROI — the metrics owners actually care about.

Siobhan is the Head of Marketing at Repli. With over 10 years of digital marketing experience, Siobhan is dedicated to pushing boundaries and disrupting the industry by sharing insights on trends, technology, and best practices to help multifamily marketers thrive. When she's not creating content, she's often traveling with her family, filming k-pop dance covers, or exploring her favorite restaurants.