Customer Support
It’s Not Just a Profile — It’s a Performance Driver
Whether you’re a multifamily marketer, part of onsite leasing, or manage property operations, chances are you’ve interacted with the local listings platform, Google My Business. For apartment-industry professionals, it’s an important, but often underrated, avenue for driving traffic to your property,. And while the name has changed to Google Business Profile (GBP), its impact on how prospects find and engage with your property online is more relevant than ever.
But here’s the bigger issue: Many multifamily communities either neglect their GBP entirely or fail to manage it effectively.
So why does that matter? In the race to attract modern renters, your Google Business Profile (GBP) often serves as your property’s first impression. And in a competitive leasing market, your GBP is one of the most valuable — and cost-effective — digital assets you have.
Failing to claim or ignore your profile completely was a missed opportunity, but certainly not a hurdle you can’t quickly overcome. The best part about a Google Business Profile is that claiming or setting up a profile is completely free. It’s a powerful and accessible branding tool for all properties, and you only pay for additional marketing support if you want to expand your reach.
When optimized and actively maintained, your GBP can boost visibility, drive traffic, and, ultimately, increase leases. With the right tools and support, managing your profile doesn’t just become easier — it becomes a strategic advantage.
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What is a Google Business Profile?
A Google Business Profile (formerly known as Google My Business but rebranded in 2021) is Google’s version of an online business directory — but with far more impact. It serves as a dynamic snapshot of your property, showcasing essential details like your contact information, leasing office hours, available amenities, photos, reviews, and more, while being integrated more seamlessly with Google Search and Maps.
More than just a digital business card, your Google Business Profile is a powerful discovery tool. It not only helps you stay connected with current residents, but also attracts prospective renters who may not have been actively searching for your property by name.
Because it’s directly integrated with Google’s search engine, your profile is often the first thing people see when they search for multifamily communities in your area. In this way, GBP plays a critical role in local SEO for apartments, boosting your visibility and giving you a competitive edge — all without spending a dime.
While the name has changed, its importance to your marketing strategy has not. So while you can forget Google My Business, for apartment marketers, embracing your Google Business Profile matters, and here are four compelling reasons why
4 Reasons Why Google Business Profiles Matter for Multifamily Operators
Your Google Business Profile is more than just a digital placeholder; it’s a key driver of visibility, trust, and qualified leasing leads. For multifamily operators looking to stay competitive in a crowded market, here are four compelling reasons why your GBP deserves focused attention.
1. It’s Where Renters Look First
When prospective residents begin their apartment search, they turn to Google Search and Maps — not individual property websites. In fact, data shows over 61% of renters start their leasing journey online at Google or an apartment listings site. These tools are the top discovery channels for local apartment rentals, and your GBP is often the first thing they’ll see. Before even clicking through to your site, renters are evaluating your property based on photos, reviews, hours, and location. A strong, up-to-date profile can make the difference between being considered or being overlooked.
2. It Impacts Your Local SEO for Apartments Ranking
Google favors relevance and accuracy, which means a well-maintained GBP directly improves your chances of appearing in local search results, especially for high-intent queries like “apartments near me” or “2-bedroom in [city].” The more complete and active your profile, the more likely it is that Google will prioritize your property in local listings. For multifamily operators, this is an essential — and free — way to boost discoverability.
3. It Builds Trust Instantly
Renters are looking for more than just a place to live — they want to know they can trust the people managing it. A fully completed and well-maintained Google Business Profile helps establish that trust from the very first click. Accurate contact information, professional photos, and strong reviews send a message of credibility and protect your leasing pipeline.
But the opposite is also true: Inconsistent or outdated information can quickly erode trust. If a potential renter finds inconsistent information, such as different business hours, phone numbers, or addresses, listed on Google, Apple Maps, or other listings platforms, they may question your property’s professionalism — or worse,
4. It Drives Qualified Leads — Not Just Traffic
One of the biggest advantages of a Google Business Profile is its ability to convert interest into action. Many prospects will use your GBP to call your leasing office, get directions, or click through to your website — all without ever encountering a paid ad. These are not casual visitors; they’re highly motivated renters taking the next step. With a well-managed profile, you’re not just attracting traffic — you’re capturing ready-to-lease leads.
Your Google Business Profile matters, and when you’re managing it well, you can have confidence in the results that follow.
3 Simple Steps for Optimizing Your Google Business Profile
Optimizing your Google Business Profile doesn’t have to be overwhelming — in fact, a few simple steps can make a significant impact on your apartment community’s online visibility and reputation. Whether you're just getting started or want to fine-tune your profile, these three simple steps will help you stand out in local SEO for apartment searches, attract more qualified leads, and build trust with prospective renters. Let’s dive in!
1. Complete Every Section of Your Profile
A fully completed Google Business Profile (GBP) not only makes it easier for potential renters to find your community — it also builds credibility.
To make the most of your profile, be sure to include the following details based on your property type:
- Basic Info: Property name, address, phone number, and website.
- Office Hours: Include the hours your leasing office is open; make sure to update if holidays or special events will impact your regular operating dates and times.
- Services or Products: Use this section to include a clear list or detailed images of the different floor plans you offer, as well as any move-in incentives you might be offering.
- Amenity Highlights: Be sure to highlight key features such as pets welcome, outdoor space, a fitness center, or pool.
2. Regularly Upload High-Quality Photos and Videos
Google prioritizes profiles that are visually engaging and frequently updated. Profiles with more high-quality images tend to perform better in local apartment searches and on Google Maps, as they signal to Google that the business is active and relevant. To boost visibility, upload both photos and videos during your initial setup, and continue adding fresh content regularly.
Follow these best practices for optimal results:
- Use landscape-oriented images sized at 1024 x 576 pixels.
- Upload JPG or PNG files under 5 MB.
- Avoid blurry, dark, or pixelated images.
- Choose clean, well-lit photos that create an inviting impression.
Start with a strong cover photo, then add images that showcase your community’s standout features — think fitness centers, updated kitchens, or dog parks. To provide even more value, consider uploading video tours of your units. Using virtual leasing and video tools like those provided by Realync makes this easy.
Realync empowers multifamily teams to create authentic, guided video experiences that reinforce your brand and make a lasting impression. Whether it’s a pre-recorded unit tour, a live video walkthrough, or a personalized welcome message for prospects, Realync helps you highlight your community’s best features! Just make sure your main profile photo is approved before adding additional media.
3. Engage With Customer Reviews
Responding to reviews isn’t just good manners — it’s a smart strategy for improving your visibility. Google considers reviews a sign of an active and trustworthy business, and when you respond consistently, you encourage more customers to share their feedback. And there’s no doubt that genuine reviews from residents can boost your credibility and improve your local search rankings.
Timely responses to reviews, whether positive or negative, show that your team is attentive and engaged. This kind of visibility and responsiveness can directly influence leasing decisions. Aim to reply to each review within 1–2 business days. Be sure to thank reviewers (yes, even the critical ones!) and use their names to add a personal touch.
Need help crafting the perfect response?
Grace Hill makes this easy with customizable, AI-driven review generation — no more staring at a blank screen or worrying about writer’s block! Want to learn more? Check out this on-demand webinar, “Spring Into Leasing Success: Maximize Your Marketing ROI With AI-Powered Reputation Management.”
The Challenges of Managing Google Business Profiles at Scale
The name may change, but the challenge doesn’t. Whether it’s a Google Business Profile or Google My Business, for apartment teams, it’s the work of handling at scale that’s the real issue.
Managing Google Business Profiles (GBPs) for a single property is one thing, but doing it across an entire portfolio of communities? That’s where the real challenge begins. Multifamily marketers often face fragmented information across locations, making it difficult to keep listings accurate and consistent. From property names and phone numbers to business hours and amenities, even small discrepancies can confuse prospects and hurt credibility.
Unclaimed listings and missed reviews are also common problems. Every unmonitored profile is a lost opportunity to engage with potential renters, manage your online reputation, and respond to valuable feedback. On top of that, manually updating photos, holiday hours, services, and other attributes for each property is time-consuming — and with limited bandwidth, it can feel impossible to keep up with it all.
Without the right tools and automation, managing GBPs at scale can feel overwhelming, and the impact on visibility and trust can be significant.
How Grace Hill Makes Google Business Profile Management Effortless
Managing Google Business Profiles across multiple properties doesn’t have to be time-consuming or chaotic. With plans all starting at just $40/month, Grace Hill streamlines the entire process, giving multifamily teams the tools they need to stay accurate, responsive, and visible — all from one easy-to-use platform.
Don’t leave your reputation to chance. Here’s how Grace Hill helps you simplify and scale your profile management:
Centralized Control Across All Locations
Forget juggling logins or updating listings one by one. With Grace Hill’s Listings Management tools, you can manage business hours, services, photos, amenities, and more for every property — all from a single, centralized dashboard. Whether you're rolling out seasonal hours or updating images after a renovation, changes are applied efficiently and consistently across your portfolio.
No time in your staff’s busy schedule for listings? No problem! Our Listings Pro Service acts as an extension of your marketing team, handling every update for you. From ensuring accuracy across hundreds of directories to proactively managing changes, we take listings off your plate entirely — so your team can stay focused on what matters most: driving more prospective traffic!!
Real-Time Review Monitoring and Response Tools
Grace Hill’s Reputation Management solution uses advanced AI to enable real-time detection of risky reviews and social posts, helping you spot threats around the clock and address issues before they escalate. With instant alerts, you can address concerns swiftly, and more importantly, we give you the tools necessary to help craft thoughtful, professional replies. By streamlining the review process, you can engage residents quickly, boost customer satisfaction, and improve your local search visibility — without adding extra hours to your day.
Audit and Optimize Profiles for SEO
Outdated or incomplete information can hurt your search performance. Grace Hill’s optimization tools audit your listings to spot missing categories, incorrect phone numbers, or outdated services that may be holding your rankings back. With clear recommendations and built-in SEO guidance, you can ensure each profile is fully optimized to reach more potential renters.
Protect and Enhance Your Brand Reputation
Your brand matters — whether you manage five properties or 500. Grace Hill helps you ensure every property reflects your standards across Google, Apple Maps, and other key listing platforms. From logo usage and naming conventions to amenity details and tone of voice in reviews, you can ensure every property meets your brand standards and delivers a unified experience online.
Take control of your online presence with Grace Hill’s ORM solution. From Google Business Profile to listings across the web, we make it easy to manage your property information, all from one cohesive dashboard. See how we can strengthen your marketing strategy today.
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