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A Google Business Profile (formerly Google My Business Page) is a must-have for all rental properties. If you do not have one, you could be missing out on visibility in critical local search results. Plus, once your property Profile is set up, Google has easy-to-use tools like Posts that encourage user engagement and traffic to your website.
When renters start their search, they typically begin on search engines like Google, which is why it's so important for you to leverage Google's free tools that help to boost your exposure online and increase lead generation.
Many property managers aren't claiming their property Profile, resulting in an unverified and untrustworthy listing. Or, they may be underutilizing its most basic features, like photos and videos, keyword driven-content and property descriptions, Q&As, and reviews. Just like you would optimize your website so Google can find and rank you, your Google Business Profile should be considered as an essential piece of your SEO efforts.
A Google Business Profile allows you to manage your business's online presence across Google’s search engine results pages (SERPs). You’ve likely seen these when searching for a particular business yourself. These Profiles provide key information such as a physical address, website URL, and hours of operation to those searching on Google Search and Maps.
These Profiles also allow you to engage with renters through reviews, questions and posts. Anticipating the questions your prospects will have, and providing highly visible answers at their first interaction point with your business, allow you to bring in more qualified leads and move more quickly through the leasing process. By responding to reviews, good or bad, you’re supporting your existing residents while educating new renters. These efforts give hints about the experience prospects will get when they rent with you, and help you to create a sense of community.
You’ll also gain critical insights into how users find you and what call to action they click on to find you, whether that be your direct website URL, your property phone number, or a suite listed through the Products feature.
When a renter searches "Apartments" or "Apartments near me," Google will display local results on the Search and Map pages.
The renter may see a preview of the full Map View with the top listings right on the SERP.
From here, they can click into a listing or open to the full Map View to see more options and explore the associated Google Business Profiles.
Renters may also see your Google Business Profile on the right side of the results page after searching for your property’s name or address.
Whether your Google Business Profile shows up in any given search depends on the following criteria:
Therefore, the more relevant and detailed information you include on your Google Business Profile, the more visibility you will achieve on SERPs.
Google Posts are text- and photo-based updates that go directly on your Google Business Profile. They are an excellent way for you to reach renters and entice them to take action right on the search results. There are different types of Posts available, which all give you enough flexibility to share content about community events, residents enjoying the amenities and exploring the neighbourhood, current promotions or concessions you are offering, and even your available unit types.
Zumper zPosts automates Google Posts by posting daily to your profile so you don't have to!
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