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This is the 3rd post in the Google vs Multifamily ILS series.

In the 1st post, we discussed how Google organized travel information and captured more revenue than the largest player in the travel industry.

In the 2nd post, we discussed Google’s “Knowledge Graph” and how its used to devastating effect in taking down industry leaders.

When a user searches for a hotel, they are looking for a few essentials:

1. Get and compare a hotel's basic information
2. Get and compare a hotel's pricing information
3. Book a room

Google's knowledge graph for hotels supports all of the above functions.

But, Google's knowledge graph for apartments is not that far ahead. It can do the first but not the 2nd and 3rd items.

This is how the two compare on a search engine page:

There are two essentials missing from the apartment panel:

1. No Amenities
2. No call-to-action to "Apply" for a lease or even Schedule a Tour.

However, it is only a matter of time for Google to add apartment amenities and floor plan pricing to their knowledge graph.

Once they do that, expect a lot of ready-to-apply leads directly on Google.

How are you preparing for the unavoidable shift of leads from Google?

Stay tuned!

Munish Gandhi
Founder & CEO, Hy.ly
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