Google recently announced changes to its Prohibited and Restricted Content guidelines, introducing stricter rules around incentivized reviews, review gating, on-site review requests, and other practices that could influence review authenticity.
For multifamily marketers and property managers, this could mean changing your current processes for capturing new reviews.
Whether you manage one apartment community or hundreds, understanding these changes can help protect your Google Business Profile while continuing to grow your online reputation. Here’s what you need to know.
What are the new restrictions for Google reviews?
While Google’s primary focus remains on ensuring reviews reflect authentic, first-hand experiences, new and expanded restrictions include:
- Not requiring a user to leave a review while they are on site
- Capturing reviews using company devices or review kiosks
- Asking users to leave reviews with specific content or mentions of staff names
- Incentivizing new reviews through offers of payment, discounts, free goods/services, etc.
- Pre-screening reviews for sentiment before they are posted (aka review gating)
- Requiring staff to earn a certain number of reviews
- Sudden spikes in reviews that could indicate spam
- Reviews left by current or former employees
Google’s new review policy at a glance:
| Restriction | Multifamily Impact |
| Requiring a user to leave a review while on-site | Leasing teams cannot push renters to leave reviews while they are on the property |
| Capturing reviews using company devices or review kiosks | Don’t collect reviews on office iPads, kiosks, or leasing office computers. Residents should leave reviews from their own devices |
| Requesting specific content in reviews | Don’t ask renters to mention a specific person, amenity, or phrase in their reviews |
| Offering incentives for reviews | Don’t offer concessions, free months, gift cards, etc. in exchange for new reviews |
| Review gating | Avoid review tools that ask renters to select a star rating before sending them to Google |
| Tying performance metrics to review counts | Don’t require onsite or leasing teams to earn a certain number of reviews |
| Spikes in reviews | Don’t push a batch of reviews all at once, and instead request reviews in a natural cadence |
| Reviews from current or former staff | Don’t ask onsite teams or former management firm employees to leave reviews |
How is Google monitoring these new restrictions?
Google says it is using AI powered by Gemini to identify suspicious review activity, including unusual spikes in review volume and content that may violate its policies. According to Google, it will then, “quickly remove the fake content, pause new reviews on the profile, alert the Business Profile owner and display a notification banner to let consumers know why contributions are temporarily paused.”
Violating these policies could mean reviews are removed, temporary restrictions are put in place, or even suspension of your Google Business Profile.
Can apartment communities still ask for Google reviews?
Yes, and you should! In fact, consistently requesting honest reviews remains one of the best ways to strengthen your online reputation.
Apartment communities can still:
- Send timely review requests after events like once a renter tours, leases, moves in, renews, submits a maintenance request, etc.
- Request reviews using a QR code, text message, or email
- Use automated review request solutions
They should not:
- Offer discounts, concessions, gift cards, or other incentives in exchange for reviews
- Encourage onsite teams to use an office computer or property ipad to capture reviews
- Push a renter to leave a review while they are at the property
- Ask a renter to include specific mentions of staff, amenities, property features, etc.
- Screen reviews for sentiment before they get published
- Require any number of reviews as part of leasing team performance
- Send a bulk batch of review requests at once
- Encourage staff (current or former) to leave reviews
Why these changes matter for multifamily marketing
Ratings and reviews have become one of the most influential signals for Google and AI search when determining which communities are active, trustworthy, and relevant and should surfaced to renters.
A strong online reputation can help to:
- Build credibility with prospective renters
- Improve local visibility on Google Search and Maps
- Increase engagement with your Google Business Profile
- Give leasing teams valuable resident feedback
Trying to influence reviews in the ways Google is restricting could put your Google Business Profile at risk and harm renter trust over time.
How can multifamily teams stay compliant?
The simplest way is to build a review strategy around consistency, not shortcuts.
That means:
- Request reviews after events like tours, leases, move-ins, renewals, etc.
- Never offer incentives for reviews
- Don’t ask renters to mention specific property staff or topics
- Don’t prevent reviews from going live based on whether they’re positive or not
- Respond thoughtfully to all reviews
How Zumper helps you build a stronger review strategy
Google’s updated policies are focused on ensuring authentic resident experiences are heard.
Zumper helps multifamily communities grow and protect their online reputation while staying aligned with Google’s best practices.
Generate more authentic reviews
Our Amplify Review Generation solution automatically sends review requests after key resident events, helping communities consistently collect honest feedback from real residents without manual outreach or review gating.
Remove policy-violating reviews
While Google is increasingly using AI to help detect and prevent certain policy-violating reviews before they’re published, reviews that require additional context, such as impersonation, conflicts of interest, or potential second-hand experiences, can still appear on your profile. That’s why ongoing review monitoring remains essential.
Zumper’s Illegitimate Review Removal solution continuously monitors your reputation across not just Google, but other major review sites like Yelp, Facebook, Apartment Ratings, and more, identifies the reviews that may violate platform policies, and submits eligible disputes on your behalf.
On-brand responses to new reviews
Responding to reviews, both good and bad, indicates to renters and AI alike that your community is engaged and actively managed, which improves the trust signals chatbots like Gemini, ChatGPT, Claude, etc. use to determine which property it should surface in their search results.
Together, these solutions help multifamily communities build a stronger, more trustworthy online reputation while supporting long-term visibility across Google Search, Maps, and AI-powered search.
Frequently Asked Questions
Can apartment communities still ask residents for Google reviews?
Yes. Strategically requesting reviews from renters after key events is the ideal way to grow your review count in an ethical way. Just remember not to offer incentives, pressure reviewers, or filter feedback based on sentiment.
Is review gating against Google’s policy?
Yes. Properties should not screen reviews before deciding whether to send them to leave a public review.
Can I offer gift cards or discounts for Google reviews?
No. Offering incentives, concessions, or any compensation in exchange for reviews violates Google’s policies.
Does Google allow automated review requests?
Yes. Automated review requests are permitted as long as they are sent fairly, do not gate reviews, and comply with Google’s review policies.
Need support with your online reputation? Contact us here to learn more about Zumper’s seamless reputation management solutions.
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