Google Maps just got a lot smarter. 

Google recently announced their biggest update to Google Maps in over a decade with the introduction of Ask Maps.

Ask Maps utilizes Gemini’s latest models to deliver an intuitive, conversational, and highly personalized navigation experience. Renters can now ask complex, real-world questions that a map could never answer before. For apartment marketers, this means the competition is no longer just about “near me” keywords, but about the specific features mentioned in user reviews.

How Ask Maps Will Change the Apartment Search Experience

Apartment seekers are already turning to Google Maps to find their next home, and with Ask Maps, they can filter communities within a location to the most hyperspecific levels. 

From the renter’s perspective, comparing locations and pinpointing highly specific details can be done instantaneously, saving hours of research. 

Renters can now ask questions like, “Where are two-bedroom apartments in downtown Austin within my specific budget?” and receive a list of locations within the city. 

The AI analyzes information from over 300 million places and reviews from 500 million contributors. It specifically looks for “insider tips from real people” such as which floor within an apartment is the quietest or where the best nearby dog park is located.

They also recall the past places you’ve searched for or saved to provide users with highly contextual recommendations.

Optimizing Your Google Business Profile is Critical for Visibility in Ask Maps

This means it’s more important than ever for apartment marketers to maintain complete, up-to-date Google Business Profile listings and for property managers to actively solicit online reviews from happy residents.

Follow these tips to increase your visibility in Google’s new Maps experience.

1. Add High Quality Exterior Building Photos

In addition to Ask Maps, Google announced a new Immersive Navigation feature within their recent update. Prospective renters can now use 3D views and street view imagery to preview a building’s entrance, nearby parking, and the surrounding neighborhood before they even arrive for a tour. Ensure you add high-quality exterior and street view photos to your Google Business Profile (GBP) as Google uses this imagery to build immersive views. 

2. Prompt Residents to Leave Amenity-Focused Reviews

Don’t just ask residents for “a 5-star review.” Start asking for “descriptive feedback.” Encourage residents to mention specific amenities (ex: “the rooftop pool is great for sunset views”) in their reviews since the AI will surface these details for conversational queries.

3. Actively Post About Unit Prices & Floorplans

Whether a property is within budget or has the unit type you want available will be a regularly asked question. Marketers should turn to posts to ensure this information is regularly being published to their profile. 

Why posts? 

Google has been cracking down more recently on Product Editor usage, claiming it’s intended for local stores selling physical goods. Apartments using the feature to market floor plans have recently had upload failures. To overcome this, we use the Google Business Profile post option to write posts about available floor plans. Posts like “Unit of the Week” or “Price Drop” updates can also help keep price and unit type keywords fresh for the Ask Maps AI to scrape. 

4. Utilize Google Business Profile Descriptions & Posts to Reinforce Your Competitive Edge

Ask Maps understands design nuances. 

If a renter asks for an apartment with a “modern industrial feel” or a “quiet workspace,” the AI will find those specific matches. Consider the language you use in GBP descriptions and post updates. 

Think about the nuances your target renter is looking for in an apartment, and make sure your listings align with them. Do you have slightly larger units than competitors or more up-to-date finishes? Consider how you can feature these unique features through text and imagery to stand out and show up when renters who match your ideal audience are searching. 

This is especially critical for luxury properties that need to train Google’s algorithm to recognize them as higher-end. To do this, use your profile description, images, and posts to present proof points that reinforce the idea that your property is Class A. Mention specific high-end finishes like “quartz countertops” or “smart home tech” when posting about floor plans.

5. Reference Nearby Landmarks

When apartment shopping, renters often use local landmarks within their search queries. High-intent searchers are often locals who know the area and are looking for apartments in a specific part of town. By including copy that says your property is near a popular nearby lake, shopping center, employer, or park in your profile posts, you can increase your chances of appearing in AI search results for these hot spots.

Need help optimizing your Google Business Profile? 

Don’t let your community get left behind in Google Maps. Our Google Business Accelerator ensures your profile is primed for complex, conversational queries in Ask Maps. Schedule a call to learn more.

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