Apartment Communities Will Soon Be Able to Buy Their Way into The Google Local Pack with AdWords

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Matt Easton's picture
apartment communities and google maps

If you manage an apartment community, there is no better way to drive renters to your property than getting it listed on the Google 3-pack and map – pictured below.

By Matt Easton

While attending SMX Advanced Conference in Seattle, WA June 22-23, we had a chance to speak with product development at Google and learned that apartment communities will soon be able to purchase AdWords in the Google Local 3-pack.

getting your apartment on the google map

That means one of the three local results in the local pack will be an ad. Properties that aren’t currently using an apartment SEO professional to get on the map will have an even tougher time. Once Google takes back a spot to use it for an ad, that leaves only two spots left for non-paying apartment communities.

Apartment SEO professionals need to make sure their clients show up in the top two local results, instead of the top three. Or, they need to work with them on getting a great price on the available paid spot.

If you want to buy your way onto the map, working with a Certified AdWords Partner like MultiFamily Traffic is your best bet as the price can shoot up is you don’t know how to buy these ads. Also, the way the algorithm works there is no guarantee of being placed on the map. A certified partner can cut that price for you by up to 70% and help you get the best odds of getting on the map.

How to make it on the Google map

If you are going to take a do-it-yourself approach below are a few tips for improving your odds of making it onto the map:

Ensure the business info listed on your website matches with the info listed in your Google My Business dashboard. Also make sure you list the properties office hours. Office hours are now more important than ever. If you do not work with a professional, for around $1000 plus a monthly fee you can purchase a tool like Yext that will help you manage your citations and listings.

You will also want to start tracking the clicks on your Local 3-Pack listing by tagging your website link in your Google My Business dashboard with UTM parameters so you can pull that data back into Google Analytics. Doing it yourself can be a bit confusing at first but tracking is critical as you may need to make tweaks and changes a few times a month to make sure you stay in the 3-pack and map.

Monitor your online reviews and work on ensuring they are positive. Review solicitation is more important than ever before. Not only are review stars prominent in the main 3-Pack results, they are now front and center in the new Google Maps results interface, making reviews an even more critical data point that prospective renters will use when deciding to contact you to set up a tour.

If you are not already getting help with paid search traffic from AdWords, find help or learn all you can about AdWords. Paid search is a huge opportunity that you’re probably missing out on. Google is devoting more and more of their search results real estate to their paid ads, and if you’re trying to maximize your visibility, you need to be there. Especially on mobile.

Matt Easton runs Multifamily Traffic in Denver which was founded by a group of property owners and operators.

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