Why Google Business Profile matters for rentals
46% of all Google searches are for local information. When someone searches 'apartments for rent in [City]' or '2 bedroom rental near me,' Google displays a map pack of local Business Profiles before organic results. If you're not there, you're invisible to half your market.
Best of all: it's completely free. No ads, no subscription, no commission. Just a verified profile that puts your properties in front of prospects actively searching for rentals.
Step 1: Claim and verify your profile
Search for your business on Google. If a profile exists, claim it. If not, create one at business.google.com. Verification typically requires a postcard mailed to your address with a 5-digit code.
Use your actual business name — not keyword-stuffed spam like 'Best Cheap Apartments Downtown LLC.' Google's algorithm penalizes name manipulation. If you don't have a business entity, use '[Your Name] Rentals' or '[Your LLC Name].'
Step 2: Complete every field
Incomplete profiles rank lower. Fill out:
- Business category: 'Property Management Company' or 'Apartment Rental Agency.'
- Address: Use the address of your primary property or business office.
- Service areas: List every neighborhood or city where you have units.
- Phone: A business number that routes to you or your AI agent.
- Website: Link to your listings page or rental website.
- Hours: Set to 'Open 24 hours' if you use AI inquiry response, or your actual office hours.
- Attributes: Select relevant tags like 'Online appointments,' 'On-site services,' etc.
Step 3: Add photos and posts
Profiles with photos get 42% more direction requests and 35% more website clicks. Upload:
- Exterior shots of each property
- Interior photos of common areas and model units
- Your logo and a cover photo
- A virtual tour video if available
- Team photos (builds trust)
Step 4: Collect and respond to reviews
Reviews are a ranking factor. Profiles with 10+ reviews rank higher than profiles with fewer. Encourage satisfied tenants to leave reviews at move-in (when excitement is high) and at renewal (when satisfaction is proven).
Respond to every review — positive and negative. For positive reviews: 'Thanks, [Name]! We're glad you love the unit.' For negative reviews: 'We're sorry to hear about [issue]. Please call us at [number] so we can make this right.' Google rewards responsiveness.
Step 5: Use Google Posts
Google Posts are free mini-ads that appear in your profile. Use them to announce:
- New listings: 'Just listed: 2BR in [Neighborhood]. $1,800/mo. Move-in ready!'
- Open houses: 'Open house this Saturday 10am–2pm. No appointment needed.'
- Specials: 'First month free for qualified applicants who apply by Friday.'
- Updates: 'New fitness center and co-working space now open for residents.'