Google My Business, cont. from p. 7 their vaccination campaign. It generated more than 2,000 views and more than 20 clicks, all without paying for any search or ad placements,” Schiavone told MHN. “The only downsides are that posts expire and only one post is visible at a time, so you need to be aware of their expiration and update/ republish accordingly.” Orosco noted that although people will not always scroll through Google Posts, it is still important to make regular updates and highlight amenities, specific floorplans, community events or call out local businesses.
Tracking GMB Performance Multifamily operators can check key metrics of their GMB performance through the platform’s built-in admin dashboard that tracks interactions such as calls and messages, search results, and customer actions such as website clicks. “GMB is a great way for prospects to learn about your property, and it’s important to understand if that traffic is also engaging with your leasing staff. (Property managers) should be aware of how much traffic they’re getting from their GMB profile and whether that traffic is converting into leads. If it’s not, it’s important to take a look at both your business listings and your website to find opportunities to better convert traffic,” Orosco said. To check how GMB listings are performing, Love & Co. runs weekly reports for their clients. This way, they make sure they haven’t missed any new reviews that need to be answered. “For clients who use the GMB profile and service, we usually work on their profiles about an hour a week. Most of the work comes in the initial setup and optimization phase, which can take four to eight hours,” Schiavone noted.
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Optimizing and updating GMB listings is time-effective and rewarding in apartment marketing. And according to Orosco, thinking strategically about what’s important to both prospects and Google will enhance multifamily operators’ chances to outshine their competition. 20
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