AIM 2025 Recap: Real Conversations, Renter Insights, and a Party to Remember

Back at the Hyatt in Huntington Beach for another unforgettable year of multifamily marketing, innovation, and connection. Another AIM is officially in the books, and this year’s conference felt bigger, busier, and more impactful than ever. Between packed sessions, standout speakers, and nonstop conversations, the energy was high from start to finish.

It was also our first AIM as part of the Yardi family, which made it all the more special. We were proud to be there alongside REACH by RentCafe, sharing ideas, taking the stage, and teaming up for one of the week’s most talked-about events. 

LCP Media was well-represented at AIM 2025 with Whitney Sullender, Executive Vice President of Sales; Nick Harter, Senior Vice President of Sales; Ashley Aldaco, Senior Vice President of Sales; Tom Lisak, Senior Vice President of Sales; Tom Chomiak, Chief Technology Officer; and Izzy Carunungan, Chief Marketing Officer, all in attendance.

If there was one theme that came up in just about every conversation—it was AI. We understand the power of AI, and we’re already putting it to work with TourBuilder Clips, which automatically generates short-form videos from your virtual tours—giving you instant, ready-to-share content. And while that’s just the beginning, we’ve got something very exciting coming soon that takes visual content even further. Let’s just say... it’s going to show exactly what a powerful tool AI can be.

 Ocean Views & TourBuilder Talk

We’ve hosted a suite at AIM before, but this year had a different energy. Same amazing ocean views, but even more intentional conversations. Being away from the main conference floor gave us space to really connect—with room to dive into what's working, what’s changing, and how TourBuilder fits into it all.

Most of the conversations centered around TourBuilder—how it helps marketing and leasing teams manage content more easily, and how it actually supports the renter journey. We also showed how TourBuilder Go works in action and how simple it is to capture unit-level tours using a Ricoh Theta camera.

One topic that kept coming up: integrations. And we clarified what many were wondering—TourBuilder isn’t exclusive to Yardi. We integrate across other Property Management Systems platforms, but yes, our deepest integration is with RentCafe, where we can automatically feed property, floor plan, and unit-level content directly to listings and websites.

What Renters Want Most 

One of the most talked-about moments of AIM 2025? Our very own Izzy Carunungan, Chief Marketing Officer at LCP Media, taking the stage alongside Esther Bonardi, VP at REACH by RentCafe.Their session, “Marketing What Renters Want Most,” was packed wall to wall with attendees eager to hear what today’s renters are really looking for and how to market smarter in response. The energy in the room was electric.

The conversation was grounded in data from the RentCafe “Rent Your Happy Place” Survey, which captured insights from over 5,400 renters. Esther and Izzy walked through what renters are prioritizing—and how visual content plays a critical role in their decision-making process.

Here’s what stood out:

• 63% of renters said in-unit laundry is non-negotiable

• 49% said photos and videos improve their experience

• 33% want virtual tours during their apartment search

Izzy paired this with real data from our TourBuilder platform:

• 1,846 average virtual tour visits

• 16,682 360° image views

• 321 menu clicks per tour

To take it a step further, he shared results from our Greystar case study, which showed the clear impact virtual tours have on leasing performance. Properties using both property-level and unit-level virtual tours experienced:

• A 5-day reduction in average vacancy

• $37,895 in annual savings

• A 7% increase in effective rent

• 20% higher rent revenue

Unpacking the Search Evolution: Ready, Set, GEO!

Another session that drew a lot of interest was “Unpacking the Search Evolution: Ready, Set, GEO!” presented by Esther Bonardi and Kyle Jones from REACH by RentCafe, Brooke Henderson from Yext, and Melissa Brady from Fogelman.

GEO—Generative Engine Optimization—is reshaping how renters discover properties in an AI-powered search world. This session explored how generative results are influencing organic visibility and what marketers need to do to adapt.

The advice was practical: focus on clear, helpful content that directly answers renter questions. Use natural language, structure content so it’s easy to scan, and think about what AI needs to surface your property in response to search queries.

The panel also shared a case study from a multifamily team already seeing success using GEO strategies—proof that this isn’t just a trend; it’s where search is headed.

The Cinco de Mayo Soirée

Now let’s talk about the party.

On Tuesday night, we teamed up with REACH by RentCafe and CORT to host the Cinco de Mayo Soirée—and it quickly became the event of AIM 2025. Held just steps from the beach, the atmosphere was unbeatable: ocean breeze and a packed house full of multifamily marketers ready to unwind.

From the moment it started, the energy was off the charts. We had tacos, margaritas, and a live mariachi band that brought the house down (and yes—people absolutely stayed for the music). 

It wasn’t just a party—it was a celebration of the connections, community, and creativity that fuel our industry. If you were there, you know. And if you missed it… we’ll see you next year.

Until Next Year

AIM 2025 was a reminder that in multifamily, things move fast—but the fundamentals remain the same. Renters want transparency. Teams need efficiency. And marketing matters more than ever.

We were proud to show up this year as part of the Yardi family, share the stage with our friends at REACH by RentCafe, and celebrate everything that makes this industry so unique.

Thanks to everyone who stopped by the suite, joined the sessions, or raised a glass with us. We’ll see you next year.

Connect with LCP Media:

LCP Media (Lights Camera Pixels) is a Chicago-based national visual media technology company. We specialize in creating unforgettable virtual real estate experiences through a comprehensive suite of services: virtual tours, professional and drone photography, 3D renderings, video animations, virtual staging, and floor plans. Our innovative approach blends cutting-edge technology with exceptional customer service, setting us apart as leaders in the industry.

Connect with us to learn more about our services and how we can enhance your senior living and/or multifamily projects. For more information, please visit LCPMedia.com.