Do you know what a Search Engine Results Page (SERP) is and how it impacts your property management company’s online visibility?
If you’ve ever searched for something on Google—whether on your desktop or mobile—you’ve seen a SERP in action. But understanding its structure can help you optimize your marketing strategy and attract more property owners.
Here’s a typical breakdown of what you’ll see on a Google search engine results page:
- Paid ads (usually the top 2-4 results)
- Local search results (Google Map pack with three business listings)
- Organic search results (typically 10 links that Google ranks based on relevance)
- More paid ads (sometimes appearing at the bottom)
Let’s take a closer look at each of these elements and why they matter for property management marketing.
1. Paid Ads: The First Thing Users See
At the top of most SERPs, you’ll find pay-per-click (PPC) ads. These are marked with the word “Sponsored” or “Ad” to distinguish them from organic results.
Each ad typically includes:
- The business name and website URL
- A short description of services
- Ad extensions (e.g., call buttons, links to specific pages, or offers like a free rental analysis)
Google Ads can be a powerful tool for property managers to generate leads. If you’re running PPC campaigns, make sure your ad copy is compelling and your landing page experience is optimized for conversions.
Want to learn more about PPC for property management? Check out our Google Ads guide.
2. The Local Map Pack: Key for Property Managers
If a search query includes a location-specific term—like “property management in [city]”—Google displays a local map pack.
This section includes:
- A Google Map showing relevant businesses
- The top three local business listings
- Business names, star ratings, phone numbers, and addresses (pulled from Google Business Profiles)
To appear in this section, your Google Business Profile needs to be fully optimized with accurate contact details, services, and reviews. Having an up-to-date Google Business Profile can help your property management business be more competitive with local SEO.
Want to learn more about Local SEO for property management companies? Check out our Local SEO guide.
3. Organic Search Results: The Heart of SEO
Below the map pack, you’ll see organic search results—typically 10 blue links ranked by Google’s algorithm.
Unlike paid ads, organic rankings are earned based on content quality, SEO best practices, and website authority.
Each organic listing includes:
- A page title (which should be optimized with keywords)
- A URL
- A meta description (a summary of what’s on the page)
It’s important to note that Google ranks individual pages—not entire websites—when crafting your property management SEO strategy. That’s why it’s critical to optimize each service page, blog post, and location page with relevant content to maximize your SEO efforts. If your page answers searchers’ questions better than your competitors’, you’ll start gaining traction in search engine rankings.
Want to learn more about SEO for property managers? Check out our SEO guide.
4. More Paid Ads + Related Searches
At the bottom of the SERP, Google sometimes displays additional paid ads—especially for competitive industries like property management.
Below that, you’ll find a “People Also Ask” section or related search suggestions. These provide insight into what users are searching for and can help shape your content strategy.
Why This Matters for Property Managers
Understanding the anatomy of a SERP helps you build a well-rounded marketing strategy that leverages both paid and organic opportunities.
- Want immediate visibility? Consider Google Ads to target high-intent leads.
- Want long-term, sustainable traffic? Invest in SEO and high-quality content.
- Want to dominate local SEO searches? Optimize your Google Business Profile and earn more reviews.
Need help optimizing your online presence? At Fourandhalf, we specialize in property management marketing—from content and search engine optimization to paid ads and reputation management. Contact us today to see how we can help you attract more property owners!
