Resident Intelligence is the practice of connecting reputation, marketing, and leasing signals to explain why apartment communities win or lose leases. HeyNeighborly delivers it, powered by its Resident OS platform.
The home page and the community page earn almost all of them. In a Kihan Marketing benchmark of four apartment websites, those two page types took 85% of Google clicks between them, while neighborhood pages and blog posts together drew under half a percent. The rest of the site is mostly there for the visitor who has already arrived.
HeyNeighborly does social media and content for apartment communities, including on-site photo and video shoots, review replies, AI search and local SEO. This post goes through what the benchmark found page by page and what that suggests for where to spend effort.
Which pages earned the clicks?
Kihan Marketing's October 2026 benchmark pooled Google Search Console data from four apartment websites (two single-community sites and two management company sites with a page for each community) over the 90 days to October 14, 2026. Home pages took 41% of clicks from 16% of impressions, and community pages took 45% of clicks from 55% of impressions. Share of clicks by page type:
- Home page: 40.9%, with an 8.4% click-through rate.
- Community pages (one per community): 44.5%.
- Company, careers and owner pages: 5.8%.
- Availability, floor plans and directories: 3.2%.
- Resident pages (portal, renewals): 3.1%.
- Contact and tour pages: 1.7%.
- Gallery, amenities and program pages: 0.3%.
- Neighborhood and area pages: 0.2%.
- Blog posts and guides: 0.2%.
Why does the home page do so much?
Because most Google traffic to an apartment website starts with someone typing the name. In the same benchmark, 88% of the clicks that Google reported a search for came from searches naming the community or its management company. Name searches landed at an average position of 6.5. Searches that named no property sat at 25.7.
Those visitors already know the community. They are checking the address, the availability or the tour link, and the home page or the community page is what they land on.
One line in the table is easy to miss. Resident pages took 3.1% of clicks from 0.4% of impressions, a 27% click-through rate, because the people searching for them already live there and want the portal. By this measure the resident pages earned about ten times the clicks of the gallery, amenities and program pages (0.3%).
What does a typical community page earn?
Very little. Across 236 community pages on the two management company sites, the median page earned 2 clicks and 129 impressions in 90 days, and 23% earned no clicks at all. The middle half of pages earned between 1 and 5 clicks.
Phones matter for all of these pages. Phones produced 63% of clicks in the benchmark, at a 5.2% click-through rate against 3.4% on desktop.
What should a community do with this?
Four things follow, with one caution first. This is four websites, all sites that Kihan Marketing works on, over one 90-day window, so treat the numbers as a reference point rather than an industry average.
- Load the home and community pages on a phone before anything else. They hold 85% of the clicks and phones produce 63%. Check that current availability, the tour link and the phone number show without scrolling.
- Keep the Google Business Profile and the website saying the same thing. A name search can put the profile and the website side by side, and mismatched hours, availability or contact details are visible to the renter.
- Treat gallery, amenity and neighborhood pages as supporting pages. They earned 0.5% of clicks together. They still serve the visitor who has arrived, so the photos and descriptions on them should match what a renter will see on a tour.
- Do not justify a blog by its Google clicks. At 0.2% of clicks in this sample, a blog needs another reason to exist, such as answering a question a renter or an AI assistant is asking. That applies to this post too.
My read: most apartment websites get their traffic from one decision, a renter typing the name, and the useful work is making sure what that renter sees first is current and consistent.
Where does HeyNeighborly fit?
Since so many clicks follow a name search, what a renter sees first is the Google Business Profile and the home and community pages it links to. HeyNeighborly's on-site photo and video shoots produce the photos and video those pages need, and its AI search and local SEO work covers how a community shows up when renters search for it, including the Google Business Profile. The same shoot also supplies content for the community's social media.
Frequently asked questions
Do blog posts earn Google clicks for apartment websites?
Very few in this benchmark: 0.2% of clicks across four sites. A blog can still be useful for answering renter questions, but this sample does not show it as a source of Google traffic.
Does every community need its own page?
On a management company website, community pages took 45% of the clicks in this sample, so a page per community is where most visitors land. The median one earned 2 clicks in 90 days, which is a reminder that most of those visits come through a name search.
How can a community see what its own pages earn?
Google Search Console's performance report lists clicks and impressions by page and by search. The Kihan Marketing benchmark was built from that same data.
To have HeyNeighborly look at which pages your communities' renters actually land on, book a call with HeyNeighborly.
Sources
- Kihan Marketing, Apartment Website Search Benchmark (October 2026; four apartment websites and 236 community pages, Google Search Console, July 17 to October 14, 2026): page-type shares of clicks and impressions, 88%, 6.5, 25.7, 63%, 5.2%, 3.4%, median community page, 23%.
