Navigating Multifamily SEO: Insights from 19 Years of Experience


In today’s marketing tip, I’m talking about SEO (Search Engine Optimization) and sharing insights from my 19-year experience.

It’s quite challenging to get your website on Google’s first page, and even more so to reach the #1 or #2 position for competitive keywords. However, with the right plan and practical expectations, it’s possible to achieve success.

How long does it take to rank a website?

Expect a 6-9 month timeline for a new apartment website with a brand new domain name to rank for a competitive keyword (excluding your community name). That’s assuming your investing in an SEO strategy.

Our own experience with Resident360 saw us reach the #1 spot for Apartment Website Design after three years, holding that position for another three before dropping to #2.

SEO vs. paid traffic like Google Ads, which is better?

Consider SEO as a long-term strategy. For immediate traffic, Google and Facebook Ads are your best options. A well-optimized website will contribute more to your property’s overall traffic. At Resident360, 80% of our leads come from SEO.

How do I achieve a #1 ranking for competitive keywords?

In the apartment industry, it’s tough to secure top spots, as internet listing sites like,, and Zillow dominate the first few positions. To find less competitive keywords with good traffic, try using modifiers like luxury, downtown, one-bedroom, two-bedroom, dogs, or cats.

Why isn’t my community website visible when I search for my property name?

Four factors may contribute to this issue:

  1. A brand new domain.
  2. A broad/generic property name.
  3. Poor on-page SEO.
  4. An improperly set up Google Business Profile.

What has the most significant impact on apartment website ranking?

  1. Proper on-page SEO is crucial—consistently use a series of targeted keywords in your title tags, meta descriptions, H1 tags, alt tags, image file names, and website text.
  2. Acquire quality backlinks over time to boost your rankings. Create profiles on social platforms and maintain a consistent content plan.

New to SEO? Here’s where to start:

  1. Focus on your website, ensuring it delivers an excellent user experience.
  2. Implement proper on-page SEO.
  3. Optimize your Google Business Profile, taking advantage of all available features.

If you need assistance with your property’s SEO, don’t hesitate to get in touch, and we’ll be happy to help.

Written by Josh Grillo

Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.

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