Company
RKW Residential is an award-winning third-party multifamily property management firm with more than 50,000 units across the U.S.
Jessica Gooden is Director, Marketing & Strategy at RKW Residential with nearly 15 years of multifamily experience.
Snapshot
BEFORE:
- Google Business Profile (GBP) posting and updates were handled via partners and manual updates
- GBP lead-to-tour conversion was 22%, falling below RKW’s benchmark
- GBP lead-to-lease tour was 5%, lagging other lead sources across the organization
- Onsite teams managed static social posts
- Marketing Managers spent time updating pricing tiles and specials
AFTER:
- MavenAI automates GBP posts, pricing/specials updates – plus automates property-level static social posting
- 89% average increase in GBP views, 4% increase in map views, and 2x search views
- GBP lead-to-tour conversion increased to 31% (+9%)
- GBP lead-to-lease conversion improved 2% translating to +$110K annual increase in lease value per property*
- Onsite teams can focus on authentic content (reels, stories, events, community moments).
- Workflows are faster, lighter, and higher-impact.
*Analysis based on 63 properties with an average unit count of 216 at 1.16 leads per unit per year. Assumes average rental rate of $1,900 per unit per month.
“MavenAI has streamlined our marketing workflows in a big way. This shift has saved countless hours across our teams while improving the quality and impact of our content.” Jessica Gooden, RKW Residential
Challenge
RKW knew maintaining an updated Google Business Profile for each community – complete with real-time pricing and availability integration, amenities, and photos – enhances SEO and significantly influences prospective renters’ perceptions. However, they were having to spend time manually updating each profile.
- Onsite teams were burdened with property-specific static social posting, taking time away from higher-engagement, authentic content.
- Marketing managers regularly updated GBP pricing and posted specials – time-consuming work that took them away from high-impact activities.
Solution: MavenAI (Google Business AI + Social AI)
Jessica and her team evaluated MavenAI as it addressed her two major pain points – updating Google Business Profiles and automating social posting across every community, allowing their team to do higher impact work.
MavenAI delivers:
- Automated GBP ops: Real-time updates to pricing/availability, auto-generated posts, and streamlined profile upkeep. No more bouncing between tools or updates.
- Social automation: Offloads property-level posting to MavenAI so onsite teams can create authentic, human content that drives engagement.
- Brand-forward content: Leverages RKW’s own photography and lifestyle imagery to keep posts on-brand instead of generic ILS-style content.
- Fast implementation & collaborative partnership: Quick setup and partner-style iteration on non-traditional requests.
“Their customer success team is incredibly responsive, and the product engineering team doesn’t just dismiss new ideas, they collaborate with us to make them happen. Implementation was fast and seamless.” — Jessica Gooden, RKW Residential
Results (Year-over-Year across 35 properties)
- +89% average increase in GBP views.
- Search views more than doubled.
- +46% map views.
- Lead→Tour conversion improved from 22% to 31%.
- Tour →Lease conversion improved 2% translating to +$110K annual increase in lease value per property*
*Analysis based on 63 properties with an average unit count of 216 at 1.16 leads per unit per year. Assumes average rental rate of $1,900 per unit per month.
“Since bringing MavenAI on board, the impact has been undeniable.” — Jessica Gooden, RKW Residential
Why Automation Wins for GBP & Social
Centralizing and automating routine GBP updates and property-level social posts frees onsite teams to produce the content that provides even bigger value add (reels, stories, resident events, pets) – while ensuring profiles stay fresh with real-time pricing/availability and consistent posting cadence.
Key Features Used
- Google Business AI: Auto-updates for pricing & availability, AI-generated posts, GBP profile upkeep.
- Social AI: Dynamic automated social posting so onsite teams can focus on authentic, high-engagement content.
- Integration with RealPage PMS: All photos, availability, amenities are automatically pulled and tagged in MavenAI to be used for Google Business Profile updates and social content generation.
Reclaim time, boost engagement, and convert more tours
