FAQ: Google Business Profile (GBP) Category Updates for Apartment Communities

Frequently asked questions

What exactly is happening with Google Business Profile hours for apartments?

Google is now restricting the ability to edit or display leasing office hours for profiles categorized as "Apartment Complex" or "Apartment Building". These categories are being treated as physical structures that operate 24/7, which prevents hours from being managed properly.

Why is Google doing this? Is there an official policy change?

While not a publicly announced algorithm update, this is a strict internal policy enforcement regarding how Google categorizes businesses versus physical places. Google is treating residential buildings similarly to hotels, assuming they are occupied 24/7.

In a recent correspondence regarding removed hours, a Google Support representative explicitly stated:

"...the correlation between the apartment building category and hotels is due to the fact that both types of establishments have complex operating hours, as they are rented by customers. This is why we cannot allow business hours for hotels, apartment buildings, and motels."

How do we fix this so our leasing office hours show correctly?

To maintain accurate leasing office hours and avoid prospect confusion, communities must update their primary category to "Apartment Rental Agency". Google treats "Rental Agency" as a service-based business with staff and defined hours, rather than a 24/7 occupied property.

What is the exact recommendation for updating our categories?

GTMA recommends the following steps:

1. Updating the Primary Category to "Apartment Rental Agency".
2. Retaining "Apartment Complex" and "Apartment Building" as Secondary Categories (when permitted).
3. Reconfirming and publishing accurate office hours.

Will making this change trigger a re-verification of our listing?

It is possible. In some instances, changing categories directly can result in the properties becoming unverified. If you are concerned about losing verification status, we recommend placing a support ticket with Google to request the category adjustment rather than changing it manually.

Will changing our primary category hurt our SEO?

Generally, no. This update preserves search visibility while restoring full control over your hours. Changing to "Apartment Rental Agency" signals to Google that you offer leasing services, which is highly relevant for transactional searches (like "apartments for rent near me"). Retaining "Apartment Complex" as a secondary category  helps maintain visibility for structural or location-based searches.

Our hours are currently showing fine. Do we need to do a portfolio-wide audit right now?

If you have not run into recent issues with your business hours from communities utilizing Apartment Complex or Apartment Building as their primary categories, a rushed portfolio-wide audit may not be strictly necessary today. However, Google's system is continuously sweeping listings. If a community suddenly loses its hours, this category change is the immediate, proven fix. We recommend updating profiles proactively or addressing them immediately as they flag.