How do I use my Google Business Profile for Apartment Marketing?
As a property manager or owner, you want to ensure that anyone looking for your rental property can quickly find your property information and contact you. Through your Google Business Profile, potential tenants who are interested in your property can learn more about your community, read reviews, view images, and even contact you via your profile. It’s an excellent (and maybe the most important) resource for apartment marketing.
Google Business Profile (formerly Google My Business) is a free service from Google. It lets local businesses manage their online presence across organic search and maps by creating a detailed profile that includes who they are, what they offer, and their contact information and hours. You can update your Google Business Profile right in Search and optimize it to rank well in both Google Search and Maps.
For apartments, this is huge. It provides two distinct rankings from a single profile. Since it’s through Google, you’re on the largest search engine on the internet and can reach any number of prospects.
We’ll walk through this together, step by step. Setting up a Google Business Profile doesn’t have to be complicated. This guide is designed to help apartment owners and managers like you increase online visibility, attract prospective tenants, and quickly fill those empty apartments.
Google Business Profile For Apartment Communities
Google Business Profile is a great tool for apartment marketing. There are many ways to advertise your products and services, but a Google Business Profile is crucial for standing out to prospects searching for rental apartments in your area.
46% of all Google searches are looking for local information. This underscores the importance of a well-optimized Google Business Profile for apartment complexes. Apartments are, first and foremost, a local business. Prospects are looking in a particular area for a reason. A well-maintained Google Business Profile for apartments becomes a critical tool in connecting with potential renters and standing out in local searches.
The current profile setup includes a dedicated area for property owners to showcase their current offerings, making it easier for potential renters to make a quick decision. The goal is to make it easier for potential tenants to decide whether to rent apartments and to make it simpler for property managers to attract new customers. Regularly updating your Google Business Profile ensures that your apartment listings remain relevant and visible to potential renters.
It can be time-consuming and expensive to advertise rental properties, even when you list apartments on multiple online platforms. Local SEO is a type of search engine optimization that increases your company’s visibility in Google’s local search results. Focusing on local SEO for apartments drives more targeted traffic to your listings, attracting renters who are actively searching in your community. Updating your business profile on Google is part of making that work.
The question is: are you taking advantage of everything you can do to promote your apartment community on Google?
Claiming and Verifying Your Apartment’s Google Business Profile
Anyone can inform Google of a business’s location and create a Business Profile. Your apartment community is a company. As a result, you can create a profile for it and begin optimizing it to improve performance. Optimizing your apartment’s presence on Google Maps makes it easier for potential tenants to find and consider your property.
If Market Apartments is your marketing provider, then you’re in luck! We’ve claimed it for you, and made sure your business hours, address and phone number are correct. If you have the time, your on-site team members should also claim your business to be added as a manager. As you read further, you’ll see that there are so many ways to get your apartment community noticed on Google.
To start the claim process, search for your apartment complex on Google to confirm it already exists. If it does, you’ll see an option to “Claim this business.” If it doesn’t, visit the Google Business Profile website and select “Add your business.” Google will guide you through entering your apartment’s details, such as name, address, and category. Remember, accuracy here is vital – it ensures potential tenants can find you easily. Visit https://business.google.com/create to learn more.
After you’ve claimed your Google Business Profile, verifying your business is the critical next step to unlock the full suite of Google’s features for managing your online presence.
Postcard, phone, and video verifications are usually the main options for verifying your Google Business Profile. Video verification is Google’s preferred method for many businesses, including apartment complexes. It’s designed to be quick and straightforward, ensuring that you’re the rightful manager of the profile with minimal delay. Here’s how it works: Google will offer you the option for video verification directly in the GBP interface if your business is eligible.
You’ll need to prepare for a short video call to show specific details of your apartment complex, such as signage with your business name and address or evidence of your operations at the location. This might include showing the exterior of your building or leasing office where your business name is visible. Ensure your street number is prominently displayed in your Google Business Profile to make it easier for potential tenants to locate your property.
Optimizing Google Business Profile
Creating a Google Business Profile is one of the most effective strategies for renting your units online. It uses the best aspects of SEO (search engine optimization) without expecting you to be an SEO professional.
Choose your company’s most precise and influential category as the principal category for your business profile. For apartment communities, there are two primary categories to consider: “Apartment Building” and “Apartment Complex.”
If you’re having trouble choosing a category, look at what your competitor has selected. Go to Google Maps and type in the name of your rival. The primary category appears under the business name, immediately below the review stars. For apartments, we recommend selecting either apartment buildings or apartment complexes.
Write a description that accurately represents your apartment community, with the management team as a key focus. Highlight the unique aspects of your living spaces and your team’s commitment to providing an exceptional living experience for all residents.
Provide the most relevant information they need, such as your property website address, phone number, opening hours, and business description.
Adding a start date to your profile adds a layer of transparency and trust, showing potential renters the longevity and stability of your community. This information helps establish credibility and gives insight into your experience and evolution in the housing market.
Incorporating your apartment’s website into your Google Business Profile is a strategic move that can significantly increase traffic and conversion rates. It offers prospective tenants a direct link to explore more about your community, view photos, and start the application process, thereby streamlining their journey from searcher to resident.
Adding links to your social media profiles, such as Facebook, Instagram, LinkedIn, and Pinterest, to your Google Business Profile enhances your online presence, providing social proof and a holistic view of your community.
Renters can learn more about you and choose whether you are the ideal apartment building for them by reading your company description and reviews from past tenants. Remember that this is your opportunity to show your community, so be truthful in what you say.
Optimizing apartment listings for local search by incorporating key amenities, precise location details, and unique features of your property in the listing content not only boosts search engine visibility but also attracts a more targeted audience, ensuring your apartments stand out to local searchers.
To maximize your Google Maps optimization, ensure your apartment’s listing includes detailed, up-to-date information on amenities and available units, along with virtual tours to enhance the online experience for prospective tenants.
You can describe the services and goods you offer, as well as the goals and history of your company, in the description area.
Custom Categories and Attributes
Tailoring your Google Business Profile with custom categories and attributes can make a world of difference for your apartment community, especially when you’re aiming to stand out to potential renters. Let’s dive into how these features can work for you, starting with custom categories. If you’re managing a retirement home, selecting a category such as “Retirement Apartments” or “Senior Citizen Center” can instantly connect you with your target audience. This specificity helps potential residents find exactly what they’re looking for, streamlining their search process and bringing them one step closer to calling their place home.
Now, think about the services your community offers. Amenities like gyms and sports courts aren’t just perks; they’re significant lifestyle factors for prospective tenants. Listing these services on your Google Business Profile makes your property more appealing by highlighting the lifestyle potential renters can enjoy. It’s not just about the physical space; it’s about the quality of life your community offers. This approach helps your listing resonate more deeply with those seeking a new home that aligns with their active lifestyle or specific needs.
Editing your products, or in this case, your rental units, to include prices and floor plans is the final piece of the puzzle. Providing this level of detail upfront does wonders for transparency and helps set expectations. It’s like giving potential renters a guided tour before they even set foot on the property. This level of openness not only builds trust but also significantly streamlines the decision-making process for your prospective tenants. They can easily compare options, understand what you offer, and envision their life in your community.
Add Apartment Photos
Before prospects reach your website, they may first check your Google listing. Add photos to your Google profile page to boost your leads. We’ll bet your apartment website traffic will increase, too. You don’t need to add all your gallery page photos to your profile, but 15 to 20 photos help prospects get a sense of what your community looks like.
Do you need updated gallery photos? Market Apartments offers affordable apartment photography packages.
Turn On Notifications
Enabling notifications in your Google Business Profile can be a game-changer for managing your apartment community’s interactions. Imagine receiving real-time updates directly on your phone or inbox. Whether it’s a potential renter inquiring about unit availability, asking detailed questions, or scheduling a viewing, these instant alerts enable you to respond swiftly and effectively. This responsiveness not only enhances your service quality but also significantly improves your chances of converting inquiries into actual apartment viewings and, eventually, leases.
Here’s how to make this feature work for you: Dive into your profile settings and enable notifications for messages, emails, and appointment requests. This ensures you never miss opportunities to engage with prospects when they show interest. Think of it as having a direct line to those looking for a new home, offering them a personalized experience from their very first interaction with your community.
Respond to Your Reviews
Under the reviews section, you can respond to those who have left a comment. Remember, whether it’s good or bad, you should always respond.
87% of consumers read online reviews for local businesses. This underscores the need to actively manage your Google Business Profile reviews.
Thank the person for their feedback, and if they encountered a problem while living at your apartment community, apologize first. Then, if possible, offer a solution or provide an email or telephone number for them to call to discuss further.
Influence on Rankings
Here’s the inside scoop: positive reviews and high ratings are like gold dust for your Google Business Profile, significantly boosting your visibility in map searches. Imagine each positive review as a beacon, shining brightly, guiding potential renters straight to your doorstep. It’s not just about quantity; the quality of these reviews speaks volumes to prospective tenants, painting a vivid picture of the living experience in your community.
Create posts about your property
Boosting Google visibility for apartments involves engaging with your community through posts and updates, and keeping your profile active and informative.
On the left-hand side of your dashboard page, you’ll see a column full of things you can do to promote your apartment community. Posts are effective for promoting your products; in apartment marketing, post about your apartment specials. Prospects have many options, so make sure your apartment community’s special is something they’ll see right in the Google search results!
You can also add events to this section as well, so you can even post about an upcoming resident event. Market Apartments highly recommends posting your apartment’s special whenever possible, but if you don’t have one available, highlight one of your amenities! With Google being the most widely used search engine, you’ll want your apartment community to be seen often by prospects in your area. Don’t miss opportunities to post about your apartment community on Google.
You can use this option to increase visibility on maps and in Google Local Pack listings. Regularly refreshing your business page with the latest rental specials and community news can keep your listing engaging and informative for potential renters.
Performance of your Google Business Profile
Diving into the performance of your Google Business Profile unveils a treasure trove of insights that can dramatically improve your apartment marketing strategy. Imagine having a dashboard that not only shows the volume of traffic your listing is attracting but also provides a detailed breakdown of phone calls, messages, and the number of potential renters who clicked through to your website.
Imagine having a dashboard that not only shows the volume of traffic your listing is attracting but also provides a detailed breakdown of phone calls, messages, and the number of potential renters who clicked through to your website.
This data isn’t just numbers; it’s a direct reflection of what resonates with your audience and what doesn’t. It highlights an incredible opportunity to refine your online presence, ensuring that every aspect of your Google Business Profile is tailored to meet the needs of those searching for their next home.
Now, let’s peel back another layer. By analyzing how searchers found your property, including the keywords they used and whether they were on mobile devices or desktops, you gain invaluable insights into their behavior and preferences. This isn’t just about adjusting your keywords or making your site more mobile-friendly, though those are important steps. It’s about understanding your potential renters’ journey, from the moment they start their search to the moment they decide to reach out to you.
88% of local mobile searches result in a call or visit to the business within 24 hours. By strategically optimizing your Google Business Profile using this data, you not only increase your visibility but also connect more effectively with those seeking exactly what your community offers.
Implementing SEO strategies on your apartment’s website, such as optimizing for local search, can significantly boost your apartment visibility online, drawing more prospective tenants to explore what you offer
Confirm that your Q & A Notifications are On
Some prospects will ask questions about your apartment community right on your listing. Just like reviews, these questions should be answered. Use your Google Business Profile to the fullest. Your reputation matters!
NAP Consistency
Keeping your apartment community’s Name, Address, and Phone number (NAP) consistent across all online platforms is a cornerstone strategy for boosting your visibility in local search results. Imagine the internet as a vast, interconnected web where every consistent piece of information about your property strengthens the signals sent to search engines, telling them, “This is a reliable and authoritative source.” Now, why does this matter?
In the world of apartment marketing, where the competition is just a click away, ensuring your NAP details are uniform across directories, social media, and your Google Business Profile can significantly influence your ranking in search results. This consistency helps potential renters find you more easily, providing a straightforward path to your doorstep, both online and offline.
Is a Google Business Account Worth It?
If you want access to tools such as personalized email addresses, additional Google Drive storage, and advanced website analytics, a Google Business account may be a good fit. A Google Business account can also be helpful for companies that want to run Google Ads or use GBP to manage their online presence. However, your needs and budget will determine whether it is worthwhile for your particular organization.
Benefits of Google Business Profile For Apartments
Every local business should use a Google Business Profile for marketing. When people are looking for a new apartment complex, it can significantly increase your building’s online visibility.
- Displaying your building prominently in Google search results.
- Provide users with immediate information: your address, phone number, directions, and website link.
- Showcase your company on Google Maps using Street View.
- You can make the information you provide as compelling as possible. This entails including visual and video content.
What are Google Business Profile’s Ranking Factors?
In a comprehensive study by White Spark, 149 potential ranking factors were identified, underscoring the depth and complexity of SEO strategies required to enhance online visibility. This extensive research highlights the key factors influencing both Google Business Profile visibility and local organic rankings, providing businesses with a focused, data-driven approach to optimizing their digital presence.
Google Business Profile Visibility Factors
For Google Business Profile (GBP) visibility, the analysis highlights the critical importance of selecting the right primary GBP category, which is the top factor with a score of 193. Keywords in the GBP business title and the business address’s proximity to the searcher are closely linked, underscoring the importance of strategic keyword inclusion and the value of geographic proximity. Factors such as the physical address’s alignment with the search city, vigilant removal of spam listings, and a high volume of high-quality Google reviews underscore the multifaceted approach required to optimize GBP listings.
Local Organic Ranking Factors
The same study highlights the creation of a dedicated page for each service as the most crucial factor. This underscores the value of high-quality, service-specific content and highlights the importance of a website that is properly optimized for both search engines and the user experience. Improving your apartment ranking on Google starts with a comprehensive SEO strategy that includes keyword optimization and quality content.
The importance of internal website linking, authoritative inbound links, and the strategic use of geographic and topical keywords throughout site content was also highlighted, underscoring the nuanced considerations required to enhance local SEO performance.
The emphasis on mobile-friendly websites, a diverse backlink profile, and a clear niche focus are among the other top factors identified in the analysis of potential ranking factors. These elements collectively underscore the critical need for website optimization, guiding businesses on where to focus their efforts to maximize impact on local search rankings.
Improving your apartment’s map rankings involves optimizing your Google Business Profile with accurate location details and encouraging satisfied tenants to leave positive reviews
AEO & GEO: How Apartments Appear in Google AI Overviews
Answer Engine Optimization (AEO) means structuring apartment content so Google can extract direct answers for AI Overviews. This requires simple, factual language that explains amenities, policies, and location details without marketing claims.
Generative Engine Optimization (GEO) focuses on ensuring an apartment community is consistent across Google’s systems. Trust builds when the same facts appear on your website, Google Business Profile, and other listings.
For apartment communities, Google AI pulls information from:
- Google Business Profile attributes
- Resident reviews and owner responses
- Amenities and photos
- Website clarity and data consistency
Authority is based on data alignment, not branding or opinions. Google checks whether these sources match. Sentiment comes mainly from reviews and owner responses, not website copy, and helps confirm real-world accuracy.
To appear in AI Overviews:
- Use clear, factual language
- Keep Google Business Profile data updated
- Match amenities to the renter search intent
- Maintain NAP consistency across all sources
Google AI favors apartment listings that remain complete, accurate, and up to date. Keyword-heavy or promotional pages reduce trust and are less likely to appear.
Common Challenges and Solutions for Optimizing Google Business Profile
Correcting Map Pin Location for Accurate Directions
Challenge: The pin for your apartment community on Google Maps doesn’t lead prospects to the correct entrance gate. This can confuse potential tenants and negatively impact their first impression of your property.
Solution: To correct the pin location, log in to your Google Business Profile and navigate to the “Info” section. Here, you’ll find an option to “Edit” the location of your pin on the map. Drag the pin to the correct entrance gate of your apartment community. If the platform doesn’t allow precise adjustments, use the “Report a problem” feature on Google Maps to provide detailed feedback on the correct location. Google typically reviews these requests within a few days, and you’ll receive a notification once the change is made.
Managing Unwanted Photos on Your Google Business Profile
Challenge: Sometimes, tenants or visitors upload photos to your Google Business Profile that you’d prefer not to display. Unfortunately, property managers cannot directly remove photos uploaded by others.
Solution: To address unwanted photos, navigate to your Google Business Profile and find the photo in question. Click on the photo and select the option to report it to Google. You’ll need to provide a reason for the report, such as the photo being irrelevant or inappropriate for your business profile. Google reviews these reports and, if they agree with your assessment, will remove the photo.
Enhancing Local Citations for Improved Visibility
Challenge: Many apartment communities overlook the importance of local citations beyond their Google Business Profile. Inconsistent citations across directories can dilute your SEO efforts and make it harder for potential tenants to find accurate information about your property.
Solution: Conduct a thorough audit of all listings of your apartment community across online directories and platforms. Ensure your property’s name, address, and phone number (NAP) are consistent across all channels. Utilize tools designed for local SEO to manage and update your citations efficiently, enhancing your overall online presence and search rankings.
Implementing Structured Data Markup
Challenge: Google’s ability to understand the content of your apartment community’s website can be limited without structured data markup. This affects how well your site content is represented in search results and, in turn, the effectiveness of your Google Business Profile.
Solution: Use structured data markup on your website to provide Google with explicit information about your apartment community, such as amenities, reviews, and events. This can enhance your visibility in search results and ensure that your Google Business Profile displays rich, detailed information, making it more attractive to potential renters.
To Conclude…
75% of searchers never go past the first page of search results, making top rankings vital for visibility. If you’re properly managing your Google Business Profile, your apartment community is likely to be seen at the top of Google search results, which is how you’ll connect with even more potential renters. Google is the best way to get your business name out there, but it’s important to keep up with it. How often you update your Google listing is important.
Don’t have time?
Effective management of your apartment’s Google Business Profile is key to improving your property’s online visibility and attracting more potential renters. Market Apartments is ready to help! Let us manage your property’s Google Business Profile. We’ll even manage your Google, Yelp, and Bing listings for an affordable price. We have the tools and creativity to bring your local listings to life! Get your Google listing (as well as Bing and Yelp) noticed! For more information, visit our website or email sales@marketapts.com.
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Categorised in: Apartment Marketing, For Property Managers
This post was written by Chandra Lloyd
Chandra Lloyd is a writer for Market Apts with a focus on SEO copywriting and digital marketing for multifamily housing.
1 Comment
Great article. This is help me tons on my apartment website & proper way to manage my GMB. Thanks Market Apartment!