MARKETING
How to Use Google My Business in Apartment Marketing by Laura Calugar shared with permission from Multi-Housing News (MHN) Here’s what multifamily operators need to know about this coveted tool in order to maximize their digital strategy. Google My Business (GMB) is one of the strongest marketing tools multifamily operators need to master in order to make their properties stand out. If used efficiently, GMB listings will drive those looking for a new apartment to the on-site leasing office, and that’s one of the first steps in converting prospects into residents. As opposed to pay-per-click in Google Ads and search engine optimization, GMB is free. The tool has a unique search algorithm that allows apartment operators to fill in descriptions of their properties, add photos and even post relevant info to draw attention to their business. “Multifamily operators should be taking the time to understand and fully utilize the tools Google has provided in the GMB platform because they’re designed to give the user detailed information and additional opportunity to click through to your website,” Catriona Orosco, director of Yardi’s RENTCafé Reach, told Multi-Housing News.
Building a Strong GMB Profile
unique and important about your property,” Orosco said. Adding high-quality photos, videos or 360 views to a GMB listing is another way to make a GMB listing stand out. These elements are among the first that catch a prospect’s attention and they also build trust with the audience. Additionally, they will give potential residents a realistic look at what the community is like. According to Louis Schiavone, content marketing director at Love & Co., a marketing company that focuses on senior living communities, adding links to social media accounts is also an easy way to enhance the effectiveness of a GMB profile and simultaneously give prospects an opportunity to learn more about and get in touch with a community. Furthermore, having a well-moderated review platform where prospects can read verified reviews and official responses is also critical. “Reviews can be a great way to identify issues you might not be aware of, and your handling of those issues is important to your future prospects. Always be professional and courteous in your responses,” Orosco advised.
After claiming the listing and ensuring everyone in the marketing team has access to it, the next most important step is to make sure the key details – such as the address of the property, phone number, website etc. – are accurate.
One of the latest features GMB offers is Google Posts, a tool that enables multifamily operators to post content directly into the search engine results pages. Love & Co. has been using it since March to get their messages in front of online searchers.
“The opportunity goes well beyond those basics. Office hours, photos, products such as floorplan images are all opportunities to showcase what’s
“For example, for a client in the Raleigh, N.C., area, we made a post about the community’s reopening/ vaccination status and linked the post to a blog about continued on p. 20
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