Take a deep dive into the three differences between apartment and hotel searches on Google Maps.

A Shift is Coming

The Apartments Knowledge Graph is very similar to the Hotel Knowledge Graph. Above, we compared the two on a search page. Now, let’s compare them on Google Maps. A close look at the comparison shows there is a shift happening in the Multifamily industry.

Maps View

Google Maps’ results for a Hotel and an apartment building are almost identical. But there is one vital difference: there is no pricing info for apartments.

List View

The story is the same for its list view. They are very similar except for pricing.

Single Property View

How about the result view for a single hotel vs. a single multifamily complex?

Once again, the only differences are:

• Price-based Search
• Amenities

Let’s zero in on those differences:

Difference # 1: Price-based Search

Google has sophisticated price-based search for hotels. Specifically, its knowledge graph has prices for the same room:

• From different online travel agencies
• For various travel dates

There is no pricing on the apartment side.

Difference #2: Amenities

For a person searching for a hotel, its amenities are key in the decision-making process. While the Hotel Knowledge Graph has amenities, the Apartments Knowledge Graph does not.

Difference #3: Booking Options

When a prospect is ready to act, it is important that they have the option to book a tour online, just as they are able to book a hotel room with Google.

 Just Three Items for Google…

…and, it wraps up its Apartments Knowledge Graph.

All Google has to do is to enhance the Apartments Knowledge Graph with just three items:

1. Pricing for floor plans and availability dates
2. Amenities for each apartment complex
3. Booking a tour

That’s it! Once they finally do that, consider it GAME OVER!

The Multifamily ILS is the next domino to fall.

In our next article, we’ll discuss how property management companies can take advantage of Apartment Knowledge Graphs. (To catch the next article in this series, make sure you subscribe, below!)

Your turn now. Now that you know change is coming, what can you do to prepare for this shift in lead generation? Comment below!