Quick Win For Faster Lease-Ups: Set Up Google Profile Early

If you’re marketing a brand-new multifamily community, first impressions start long before the first tour. They start with your digital presence—specifically, your Google Business Profile (GBP), formerly called Google My Business.

While it is imperative to focus heavily on other marketing tactics, like signage, websites, and social media, overlooking your Google presence could mean missing out on some of the most ready-to-convert prospects in your market.

Let’s break down why setting up your GBP early is critical for a lease-up’s success—and how it feeds into your broader SEO and local marketing strategy.

Why Google Business Profiles Are Important for Apartment Lease-Ups

When someone searches for "apartments near me" or "new apartments in [City]," Google Business Profiles are often the first thing they see. According to BrightLocal's 2023 Local Consumer Review Survey, 87% of consumers used Google to evaluate local businesses in 2022—and that includes apartments.

For a brand-new community, your GBP acts as your "digital front door" before your leasing office is even open. Done right, it:

• Increases your visibility in local search results

• Gives prospects a place to find accurate information fast

• Helps you control your first impression (photos, description, updates)

• Supports your SEO efforts by signaling relevance and trust to Google

How a Google Business Profile Supports Apartment SEO

Google Business Profiles aren’t just nice to have—they're part of your SEO strategy.

Here's how they help:

• Local 3-Pack Visibility: When renters search for apartments in your area, Google often displays three local businesses first—and those spots are usually taken by optimized GBPs that are closest and most relevant to the search.

• Keyword Relevance: Your GBP description and category selection help Google understand what a business offers and match it to relevant searches.

• Consistency Signals: Matching your GBP info to your website (address, hours, phone) strengthens your local SEO.

• Engagement Boosts Ranking: The more interaction (clicks, calls, direction requests) your GBP gets, the more Google "trusts" your business and rewards you with higher rankings.

According to the American Marketing Association, consumers trust businesses more when information is complete and consistent across platforms—and trust drives action.

When to Set Up Your Google Business Profile for a New Apartment

The best time to create your Google Business Profile? As soon as you have an address and a brand.

Even if your community isn’t move-in ready, setting up your GBP early lets you:

• Claim your location before someone else does (yes, it happens)

• Start building SEO momentum while construction wraps up

• Answer prospect questions early ("When do you open?" "How can I schedule a tour?")

• Begin collecting early buzz with "Coming Soon" photos and updates

Don't wait until you’re almost open - start building anticipation & accepting applications as early as possible. Your GBP needs to be online as soon as you have what’s needed to verify the profile. SEO is a long game, and early setup gives Google time to recognize, index, and promote your profile.

How to Set Up a Google Business Profile for a Lease-Up

When setting up your profile, be strategic about what you include:

• Business Name: Use the community name + "Apartments" (e.g., "Elm Grove Apartments - Coming Soon")

• Category: Choose "Apartment Complex"

• Address: Physical address, even if tours are by appointment only

• Phone Number: Set up call tracking if possible, but make sure it’s monitored

• Website: If the full site isn't ready yet, link to a landing page with a VIP interest list or contact form

• Photos: Start with branded renderings, neighborhood highlights, and construction progress shots

• Business Description: Use relevant keywords and describe your community amenities, unique apartment features, and be sure to include the city and/or neighborhood.

• Opening Date: Share anticipated opening timelines if possible

Updating your GBP as your property evolves (new photos, grand opening announcements, special leasing offers) keeps Google’s attention—and your prospects’ too.

Frequently Asked Questions About Google Business Profiles for Lease-Ups

• When should I create a Google Business Profile for my new apartment community? Create your GBP as soon as you have a confirmed address and community name. The earlier you establish your profile, the sooner Google can begin indexing and promoting it.

• Can I set up a GBP if my leasing office isn’t open yet? Yes. You can list your community as “Coming Soon” and update it over time with photos, leasing info, and hours as they become available.

• Do I need a full website before launching my GBP? No. You can link to a landing page with an interest list or contact form. This still provides a conversion point for curious renters.

• What category should I choose when creating the GBP? Use “Apartment Complex” as your primary category to ensure accurate visibility in search results.

• How do I verify a new GBP for a lease-up? Google typically requires address verification via postcard, phone, or email. Make sure your leasing contact is available to receive and complete the process quickly.

• How often should I update my GBP? Update your profile regularly with new photos, announcements, and leasing milestones. Frequent updates signal to Google that your profile is active and relevant.

Setting up your Google Business Profile early isn’t just another task to check off—it's a strategic move that helps fill units faster.

By controlling your digital first impression, boosting your SEO, and giving prospects a place to engage, you're stacking the odds in your favor before the first tour even happens.

Need a full lease-up marketing roadmap? We’ve got you covered. Check out our Ultimate Guide to Marketing a Lease-Up for a full strategy breakdown—or reach out to see how Visceral Ore can help you launch strong and lease up faster.