“The Residences at…” format is failing.
Why?
Well, for one: “Alexa, find apartments near me with a gym.”
Everything is getting smarter these days. And prospects are shifting their home search habits to match. But somehow our apartment community names are too complex, using directional or localized differentiators. This may have worked fine in the past, when voice to text and smart speakers didn’t exist. But it’s 2025, and over 50% of searches are predicted to be conducted, which means prospective residents are using voice search to find their next apartment.
That means if you’re not naming for ease of pronunciation and memorability, you might not be capturing a significant percentage of the population. Voice search optimization enhances your property’s discoverability, especially for location-based queries. That mismatch is costing you visibility, and therefore: dollars.
The Voice Search Problem with Traditional Apartment Names
There are a lot of communities out there. And plenty of them have special preambles for differentiation, like “The Residences at…”
Cool, but that’s old hat, for one. And for two: it’s going to fail when the voice searches start picking up.
Why won’t “The Residences at Maple Grove Station” work? First and foremost, the search they’re doing is likely not even using a name—they’re starting out their apartment prospect journey by narrowing it down, saying “dog-friendly apartments near me” because they don’t know you yet. But when they do know you, make sure your name works well for voice search. Avoid these problems:
It’s too long for natural speech patterns. If you won’t order a Rooty-Tooty-Fresh-and-Fruity from IHOP, there’s no way you’re saying “The Residences at Maple Grove Station” to anyone, not even a robot.
Difficult to pronounce correctly on the first try. Similarly, your prospects might end up saying Grove Maple or Station Grove all because there’s just too many words to keep straight.
Gets garbled or misunderstood by voice assistants. The more words, the more chances for the smart speaker to interrupt when your prospects hesitate: “The Residences at Maple…um…” “SORRY, I CAN’T FIND RESULTS FOR….THE RESIDENCES AT MAPLE.”
Prospects won’t recall the name to search again later. Too long, too much to remember. Try creating less hoops to jump through with a simpler name.
Smart home ecosystem adoption is rising, and with it, can almost certainly come voice assisted apartment searches. Name your communities with that in mind.
How Voice Search is Different From Typed Search
VOICE SEARCH VS. TYPED SEARCH
Typing is different from voice search. For a number of reasons.
Voice queries are more conversational and often longer than typed searches. For example, a prospect wouldn’t type “downtown apartments.” They’d say “apartments near downtown”—because that’s how they actually talk. Next, because it’s audio and not text, the pronunciation is vital (more so than the spelling). As long as you say it correctly aloud, the voice assistant can likely help. Plus, search queries for voice are generally longer and more specific. That’s because prospects are thinking aloud while they voice search, rather than tapping the backspace button to correct or shorten their query. It’s easier to rattle something off out loud rather than typing in all the words that come to mind when you’re looking for “apartments near downtown with public transit nearby.” Finally, users can’t see and compare multiple options at once. They get one result with voice search—whichever one the voice assistant decides to provide them with.
WHAT VOICE ASSISTANTS WANT
Voice assistants prioritize the details that make their jobs easier and lessen failure rates (to keep users coming back). In terms of names, voice assistants will prioritize:
- Short, memorable, easily pronounceable names
- Clear phonetic distinction from competitors
- Names that match natural speech patterns
Naming With Voice Search In Mind: The New Rules
BEST PRACTICES
You want to know the best way for your community to be the result that’s given back to your prospects? Two simple (and relatively easy) rules to optimize for voice search:
Keep it short. Syllables add up quickly. And from what we’re seeing, 1-3 syllables is the right amount. So, go with “Velara” rather than “The Residences at Velara Pointe.” Sounds fancy, but may end up a little too exclusive when no one can find it with voice search. (Read more about how we named Velara using strategic brand development.)
Make it phonetically different. Not unpronounceable. Different from competition or common words. If there’s a nearby community named Moonstone Heights, don’t go for a similar sounding “Movado Rise” name. We know you wouldn’t, but…just keep similar auditory qualities in mind.
PRO TIPS
Consider how the name might work in a variety of accents or dialects. (Look at the research!)
Sounds good in casual conversation. “I live at Persnickety Place”? No, thanks.
Real World Examples of Voice Search Apartment Names
Voice-search friendly names:
The Emery Apartments – This works because it’s simple. Easy to remember and say phonetically.
The Frank Estate – This works because it’s easy to say and remember, and different enough from competitors.
Voice-search nightmares:
Green Leaf Sandy Lofts Apartments – Too long. Come on!
2222 Apartments – Who wants to say this outloud? Is it two-thousand, two-hundred twenty-two? Is it two-two-two-two? Yikes.
The middle ground:
Sometimes you need something local included in the name to give context without limiting voice searchability.
The Gabe – Located near a park called Gabriel Park. Nice and short, too.
Garden Home Apartments – On a road and in a neighborhood called “Garden Home”. Easy to remember and fine.
Beyond the Name: Voice Search Optimization for Multifamily
It’s about way more than the community name—it’s how it’s perceived and latched onto by humans and by their way of life, which likely uses Siri, Alexa, or any number of voice assistants. PLUS it’s the context on your site and listings alongside your name: the content that supports what your prospects are looking for, like specific amenities or number of bedrooms.
Updated Google Business Listing: Optimize your Google Business Listing for voice queries—keep it updated and complete. Local SEO is more critical than ever, as renters frequently search for properties using phrases like “luxury apartments near me”.
Conversational Content: Write with content that’s conversational and readable, with long-tail keywords (that align with how someone might search for the community.) Create conversational content with FAQs and long-tail keyword phrases framed as questions to increase visibility.
Responsive Design: Make sure your site is mobile friendly, since most voice queries are via mobile, and once they click the link that pops up, you have to be ready to shine! Learn how building a strong brand identity makes your digital presence more effective.
Local Landmarks: Mention spots in ways that people will say aloud—”Apartments near Gabriel Park”
Amenities, Mentioned: Not the time to get fancy with your adjectives. Have a dog park? Call it that, not a “bark park”. Most of the time voice searches will ask about “apartments with a gym near me.”
Future Proof Your Naming Strategy
Before you’re fully done, ask yourself the following about the name:
- Can the bots (Siri, Alexa) say it right the first time?
- Would prospects recall it after hearing it once?
- Does it sound awkward spoken aloud?
- Will it get confused with spots nearby or local competitors?
- Does it work when someone says “I’m looking for apartments like [the name]”?
As much as we’d like to think we can have the most creative name out there, we still have to look at where traffic is finding our community (or not).
Smart home ecosystem adoption is on the rise along with voice search. Make sure your name works with voice queries. It’s not enough to be readable in the directory or findable on the web. We have to contend in the voice search sphere, too.
When you’re ready to develop a comprehensive multifamily brand strategy that works across all channels—including voice search—consider how your naming decisions fit into your broader portfolio approach.
Looking to rebrand or name a new community and feeling stuck? We specialize in creating voice-search optimized apartment community names that drive discoverability. Let’s talk about your project.
