As of July 10th, Google has begun indexing Instagram content — meaning your posts, reels, and profile can now appear in Google search results. This creates a brand new opportunity for multifamily properties to improve visibility and SEO without spending a dollar more on ads.
What This Means for Apartment Communities
Now, when renters search phrases such as:
- “2-bedroom apartments near downtown Raleigh”
- “Pet-friendly apartments in East Austin”
- “Apartments in Midtown Nashville under $2,000”
Your Instagram content that includes those keywords may now appear alongside traditional web results.
If optimized correctly, this gives your community an extra chance to show up in search — even if your website isn’t ranking for those exact queries yet.
How to Optimize Your Property’s Instagram for Google
#1. Use Location-Specific Keywords in Captions
Instead of writing captions that just include property-specific information like, “Our Magnolia floor plan is ready for you with the best views!”, include location-specific terms such as, “Our Magnolia floor plan is ready for you with the best views of downtown Charleston, a block away from Pineapple Fountain.”
These additions help Google recognize where your property is and the searching renter they should serve that information to.
Below are a few ready-to-use caption templates. Just fill in the blanks with your local details:
- Just listed! Our pet-friendly [# of bedrooms] apartment in [Neighborhood/City] is now available. Walking distance to [local landmark or attraction] with upgraded finishes and plenty of natural light. Book your tour today!
- Looking for a quiet spot near [Employer/University]? Our [Floor Plan Name] is perfect for renters who want to be close to [location], but still enjoy a calm, modern space. Schedule a tour of our [# of bedrooms] apartment in [City/Submarket].
- Located in the heart of [Neighborhood], our [# of bedrooms] apartment features stainless steel appliances, walk-in closets, and a balcony with skyline views. Just minutes from [local dining/shopping]. Come see why we’re one of the top-rated apartments in [City].
- Need a new place that’s close to [Transit Stop / Major Highway / Park]? Our [Floor Plan Name] in [Neighborhood] is available now. Ask us about our current move-in specials!
- Your next apartment is here: [# of bedrooms] in [Neighborhood] near [School District / Zip Code / Shopping Center]. We’re offering flexible lease terms and self-guided tours — DM us to get started.
#2. Add Alt Text to Your Property Post Images
Instagram lets you add alt text when you post (and edit it later). This is a win for both accessibility and SEO.
To add alt text:
- On a new post, tap Advanced Settings > Write Alt Text
- On an existing post, tap Edit > Edit Alt Text
Use clear, optimized descriptions like:
“Fitness center with floor-to-ceiling windows at The Flats in Denton.”
#3. Turn Your Property Profile to Pro
If you haven’t already, switch to a Professional (Business) account. It unlocks valuable features that help boost credibility and discoverability.
Benefits of a Pro account for multifamily marketers:
- Add a business category (e.g., “Apartment & Condo Building”) to help users and Google understand your niche
- Enable contact buttons like Call, Email, and Directions
- Access Instagram Insights to track post performance and audience data
- Link your property website directly in your bio
- Tag your location on every post to strengthen geographic relevance in search
To switch:
Go to your profile → Settings & Privacy → Account Type and Tools → Switch to Professional Account → Choose Business
#4. Use Highlights and Reels Strategically
Use these formats to feature:
- Floor plan tours
- Pet policy highlights
- Community events
- Nearby attractions or neighborhood guides
Make sure you’re including location-specific keywords in both the caption and the on-screen text in your videos just like your feed post.
Text overlays help Google understand your video’s context—and help renters who scroll with sound off know exactly what they’re watching.
When saved to Highlights, this content keeps working long after the original post date.
Turn Your Property Instagram Into a Searchable Leasing Tool
Your Instagram isn’t just for social engagement anymore — it’s now part of your search strategy.
With a few simple updates, you can turn your feed into a tool that helps you get discovered by renters who are actively searching online.
In a competitive market, every organic advantage matters. This one just happens to look really good, too.
