4 fresh optimization strategies for your multifamily Google Business Profile

Do you have a Google Business Profile (GBP)? If so, do you keep it updated … and optimized?

This is more important than you might think, especially as AI search evolves. Your Google Business Profile is almost like your second website.

If you’re not convinced, keep reading! You’ll learn why your profile matters, how to make sure it’s in good shape and ways to get help from experts.

We’re including four strategies for your multifamily Google Business Profile optimization, paired with a free checklist from our friends at LCP Media.

Your Google Business Profile: What it is & why it matters

Your multifamily Google Business Profile is a free, interactive tool for managing your brand’s presence across Google Search and Maps. In other words, it’s a place to showcase your brand and communities online.   

It can house reviews, photos, contact information and more (basically, everything renters need to evaluate your community). Sounds a lot like your website, right? It is! Your GBP is a reliable source for renters during their apartment search. And believe it or not, your GBP may even get found before your website or ILSs like RentCafe.com.

Here’s why: In local apartment searches, the Google Map Pack — which displays GBPs — dominates the SERP. It’s a top-of-page feature, meaning it appears above traditional organic listings. If your GBP is updated and optimized, it’s better positioned to earn a spot in the Map Pack.

AI search tools, like Google’s AI Overviews and Gemini, also pull information from your GBP. This helps your profile appear in AI-powered search results.

(If you’re wondering why it’s important to surface in AI search results, read our latest search trends article. Renters are using AI to find apartments, now more than ever.)  

To sum it all up, your GBP influences prospective renters. If your website is polished but your GBP isn’t, you may not reach and convert those renters.

4 optimization strategies to try now

Ready for your action items? Let’s walk through four steps to optimize your Google Business Profile for apartments right away.

1. Make your profile visible

We’ve explained how GBPs influence local search results. But how do you actually make your profile visible? In other words, how can you show up in local search results?

Before we dive in, it’s important to understand how optimized profiles can rank for both branded and non-branded search queries.

Branded searches are when someone searches for your exact business name. Non-branded searches are more generic, think queries like, “Remodeled apartments in downtown Chicago.”

These queries surface results differently. For branded searches, Google typically shows a Knowledge Panel, which pulls information from your profile.

For non-branded searches, Google determines which businesses are most relevant and displays them in the Google Map Pack. Here, an optimized profile helps you get discovered by new prospects … not just renters who already know you.  

In short, optimizing your profile helps with local visibility in both scenarios.  

Onto your actual SEO strategy, your GBP must send positive signals to Google. It wants to see that your profile is active, accurate and trustworthy. Google also rewards recency, meaning regular updates are important.

Here’s a short list of what your profile needs:

• Updated business name, address & phone number (NAP)
• Accurate primary business category & subcategories
• A clear, informative business description
• Relevant business amenities & attributes 
• Posts sharing community updates
• Links to your social media channels

2. Think about GBP conversions

Once you’ve tackled the visibility piece, think about what renters want to see once they land on your GBP, before they convert. Remember: Your profile is like your second website. It’s not just a discovery channel … it’s a place to engage and convert renters.

To start, make sure your profile includes real reviews. Try encouraging residents to leave star ratings and commentary (but don’t offer incentives in exchange). Example: Send a short, friendly email to current residents once per quarter.

You should also respond to Google reviews — both positive and negative — frequently. This sends trust and recency signals to Google, plus it shows renters you’re the real deal.  

Next up: Add visual media. Your profile needs high-quality photos, videos and virtual tours that show off your entire community. If you have popular amenities and floor plans, be sure to highlight those.

And you’ll want to refresh your media regularly. This sends recency signals to Google and helps your profile surface in search results. As it relates to this section, media influences decision-making and increases conversions. Virtual tours have been proven to drive 40% more leads and 72% more net leases.

Your profile also needs a Q&A section. This is now handled by Gemini, which pulls information from your GBP, website and review platforms.

In other words, you need accurate, helpful information across your entire digital presence so Gemini can best answer renter questions. This also tells Google that your content is trustworthy, plus it helps renters feel informed before they book a tour or submit an application.

Think about addressing community attributes, common renter concerns and leasing processes across your digital presence. An easy place to start is adding FAQs to your website.

Last but not least, make it easy for prospects to message you, either via text or WhatsApp. When set up properly, messaging workflows reduce friction for renters and show Google that your profile is active.

3. Track your performance data

Your GBP is updated and conversion-ready. Now what? Track your performance data to see what’s working, then make adjustments as needed.

Is your profile showing up in search results (both branded and non-branded)? Are renters looking at your community photos? Don’t wait to find out. Performance data is available in your Google Business Profile Manager, and you should review it regularly.

Google data shows:

• Direct searches (branded queries)
• Discovery searches (non-branded queries)
• Search queries (which searches trigger your GBP) 
• Photo views (for both your photos and prospects)
• Customer actions (website clicks, message clicks & more) 

Unfortunately, your Google Business Profile performance report doesn’t show cost per lead, cost per lease or revenue attribution. These are important metrics to track, so we recommend using a more comprehensive analytics solution to supplement your Google data.  

Quick tip: Check out Marketing IQ, our analytics platform for apartment marketers. It also includes options for next-level features like AI content generation.   

4. Focus on AI search

As mentioned, if your profile is optimized, it can show up in AI-powered search results. This is important for reaching today’s renters.

We’ve covered some strategies that lend to AI optimization and search visibility, but let’s dive deeper. For instance: Visual media appeals to traditional search engines, but it’s great for AI engines too. AI algorithms leverage visual content to index, interpret and retrieve information.

Here are two important things to focus on in the AI search era:

Add complete and accurate information to your GBP. This makes it easy for Google to understand key details about your business, such as location and amenities, then source your profile in AI Overviews.

Next, make sure your GBP has conversational copy. You want to avoid complicated, unnatural language. AI engines favor conversational text that mimics how people actually talk and search. Get more generative engine optimization tips to try now.

Here’s your free checklist

Want a short, easy-to-follow checklist for optimizing your GBP? LCP Media created just that. It’s great for creating, auditing and updating your profile, especially once you’ve digested the strategies shared in this article.

Get your free copy here: Google Business Profile optimization checklist

Want more help?

Your multifamily Google Business Profile shouldn’t be neglected. It’s a place for renters to find, explore and evaluate your communities, especially as search trends shift.  

If you’d like more help, our SEO specialists are here for you! They’re experts at managing and optimizing GBPs. Get in touch for a free 15-minute consultation, no strings attached.

Quick Google Business Profile FAQs