What are the main types of search intent?
Informational
The searcher wants to learn: "what is a lease-up", "how long does a roof last".
Navigational
The searcher wants a specific business or page, usually by name.
Commercial
The searcher is comparing options before choosing: "best property managers", "Google Ads vs Meta Ads".
Transactional
The searcher is ready to act: "book a facial", "apartments for rent near me", "roof repair quote".
Why does search intent matter for apartment communities?
Because the searches that bring apartment websites their clicks are mostly navigational. In our apartment website search benchmark, 88 percent of clicks with a reported search came from people searching a community's or a manager's name, on four apartment websites over the 90 days to October 14, 2026, in Google Search Console. The renters who do not know the name search with transactional intent, by place, unit type or price.
For example, "two bedroom apartments in a neighborhood" is a transactional search from someone choosing where to live. A blog post about the neighborhood does not serve it; a floor plan page for two bedroom units, with the neighborhood on it and a way to ask about availability, does. In the same benchmark, floor plan and unit type searches clicked through at 4.2 percent, about the same rate as name searches.
How do you match a page to search intent?
Search it yourself
Look at what Google shows for the search: guides, service pages, product pages, a map, or an AI answer.
Match the format
If the first page is all comparison tables, a sales page will struggle, and the reverse.
Answer the next question
Cover what the searcher will want once the first answer is given.
Give one clear action
On a transactional page, make the call, the form or the booking the obvious next step.
Related terms
Striking distance keywords
Searches a page almost ranks for, often a sign the intent is close but not matched.
Landing page
A page built for one action, for transactional searches and ads.
AI Overviews
Google's AI answers, which appear mostly on informational searches.
Matching pages to intent is the core of our SEO work, and for apartment communities of multifamily SEO.
Google reviews
What clients say
Nicholas
Google review
Kiran and his team are simply fantastic! I've worked with 16 different third party marketing teams and they are by far the best. They are incredibly smart, responsive and an overall pleasure to work with. Since working with them over the last 2 months my ask of them constantly changes and their ability to quickly adapt and figure out new ways to quickly add value is incredibly impressive. I can't recommend Kiran and his team enough and will continue to work with them for the foreseeable future!
Reika
Google review
Kihan Marketing is a fantastic team to work with, friendly, professional, and highly responsive. They are highly responsive and quick to take action, ensuring projects move forward efficiently. Despite working in a fast-paced environment, they remain professional, organized, and attentive to detail. Their dedication really show in the quality of their work, and they consistently deliver results while maintaining clear communication. Highly recommended!
Real estate agency, Sint Maarten
Google review
Kihan Marketing Organization is friendly, professional, and very responsive. Kiran and his team move quickly, communicate clearly, and deliver high-quality work in both website development and social media marketing. They stay organized, pay attention to detail, and make the whole process smooth and efficient. Highly recommended for anyone looking to grow your online presence!
Watcharaponne
Real estate agency, Thailand
I highly recommend Kihan Marketing. Kiran is an incredibly talented, skilled, and thoughtful web designer. What impressed us most was that he didn't simply build a website, he took the time to truly understand our business, our vision, and the local Koh Samui real estate market. Throughout the process, Kiran provided valuable advice and creative ideas that helped shape the brand and support the growth of our business. His attention to detail and understanding of what makes a business unique resulted in a website that feels truly personal to our brand. He created the beautiful website for [a real estate agency in Thailand]. It represents the elegance, professionalism, and identity of our business beautifully. Thank you, Kiran and Kihan Marketing, for bringing our vision to life. Highly recommended!
Listya
Google review
Working together felt very collaborative and aligned. Communication flowed easily, tasks were well-organized, and we shared the same attention to detail throughout the process. It genuinely felt like working as one team.
Business client
Google review
Kihan Marketing Organization has been great to work with. The team is professional, responsive, and focused on delivering real results. I'm very satisfied with their service and would highly recommend them.
vittoria
Google review
Very fast and professional. I love working with Kihan Marketing. Definitely recommended
Wei
Real estate agent, Sint Maarten
I can't recommend Kihan Marketing highly enough. Kiran and his team truly went above and beyond in helping me with both my social media and my website, and the results speak for themselves.
Shelley
Cryotherapy studio near Seattle
I recently worked with Kihan Marketing to design my new website, and I couldn't be more thrilled with the experience. From start to finish, they were incredibly responsive, communicative, and attentive to every detail.
