The Apartments Knowledge Graph is very similar to the Hotel Knowledge Graph. In the last post, we compared them on a search page. In this post, we 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 for apartments.
List View
The story is the same for its list view. They are very similar except for pricing.
Single Apartment View
How about the result view for a single hotel vs. a single multifamily complex?
Once again, the only differences are:
Price-based Search, and
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.
Just 2 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 two items:
Pricing for floor plans and availability dates
Amenities for each apartment complex
That’s it! Once they do that, consider it GAME OVER!
The Multifamily ILS is the next domino to fall.
Stay tuned!
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