Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Gym Uses Google Maps to Show Real-Time Crowdedness
Transcript
- Lucas: Luna, did you know that when you pull up a business on Google Maps, there's a little graph that shows you how busy it typically is at different times of day? Luna: Oh, the 'Popular Times' bar chart? I use that all the time to avoid crowded grocery stores on Saturday afternoons. Lucas: Exactly. And most people think that data is just for shoppers — a nice to have convenience. But for a local business owner, that same data is a goldmine of customer behavior insights. Today I want to talk about how businesses can actually use their own Popular Times data to drive traffic during slow periods. Luna: So you're saying the business itself can see that data? I always assumed it was a consumer-only feature. Lucas: That's the misconception. If you have a Google Business Profile — and almost every local business does — you can see your Popular Times and even the 'Live' busyness data in your dashboard. It's under the 'Insights' tab. And it's free. No extra tools, no subscriptions. Luna: Okay, so what does a smart business owner do with it? Lucas: Let me give you a concrete example. There's a gym in Portland — let's call it Ironbridge Fitness. It's a mid-size facility, about 5,000 square feet, with a mix of free weights and machines. The owner, a guy named Derek, noticed something in his Popular Times data: Monday through Friday, from 11 a.m. to 1 p.m., the gym was almost empty. Usually fewer than 10 people. Luna: The classic lunchtime lull. I've been to gyms like that — you have the whole place to yourself. Lucas: Right. Most owners see that and think, 'Oh no, slow hours.' Derek saw an opportunity. He started using his Google Business Profile to post the 'Quietest Times' as a feature — literally in his business description and in Google Posts. He wrote: 'Want to avoid the after-work rush? Come between 11 a.m. and 1 p.m. — you'll often have the gym to yourself.' Luna: That's genius. It turns a potential negative — 'our gym is empty at lunch' — into a selling point for people who hate crowds. Lucas: Exactly. And the data backs it up. Within two months, Derek told me his lunchtime check-ins increased by about 30 percent. He didn't run any ads. He just used the free tools Google provides to communicate what was already true. Luna: So the key is transparency? Showing people exactly when it's less busy builds trust. Lucas: That's part of it. But there's another layer. Derek also looked at his 'Live' data — the real-time busyness that updates every few minutes. He noticed that on rainy Portland afternoons, the gym would spike unexpectedly because people couldn't run outside. So he started posting same-day updates on his Google Business Profile: 'Looks like rain this afternoon — come in and grab a treadmill before the crowd hits at 5.' Luna: That's proactive. He's using weather patterns to predict demand. But isn't that a lot of manual work? Small business owners are busy. Lucas: It's surprisingly low-effort. The Google Business Profile app lets you post in about 30 seconds. And you don't have to do it every day. Derek does it maybe twice a week. The key is consistency — customers start to expect that the business is listening and responsive. Luna: I could see this working for other types of businesses too. A restaurant could promote early bird specials during their slow 3-to-5 window. Lucas: Absolutely. In fact, there's a yoga studio in Austin called Eastside Yoga that did something similar. They noticed their Wednesday 10 a.m. class had only 3 regulars, but the Popular Times showed that nearby offices had a break at that hour. So they created a 'Lunchtime Lull' discount — 20 percent off drop-in rates for anyone who came between 10 and 11 a.m. They posted it on their Google Business Profile as an offer. Within a month, that class went from 3 to 12 students. Luna: Wow. And that's not just using the data — they're actively shaping behavior with a pricing incentive. Lucas: Yeah. And the beauty is that Google Maps itself becomes the distribution channel. People searching for 'yoga near me' at 10 a.m. on a Wednesday see that offer right in the search results. It's hyper-targeted — the customer is already looking, and you're giving them a reason to choose you. Luna: So what about the flip side? If you have a business that's already crowded during peak hours, do you want to advertise that? Lucas: That's a smart question. Generally, you don't want to highlight how packed you are — that can deter some customers. But you can use the data to manage expectations. For example, a popular brunch spot in Brooklyn started posting their wait times on their Google Business Profile: 'Weekend brunch wait is about 20 minutes right now. Come grab a coffee next door and we'll text you.' That transparency actually reduced no-shows by 15 percent. Luna: So the data works both ways — either to attract people during slow times or to set expectations during busy ones. Lucas: Exactly. And it's all coming from that same free Insights dashboard. Let me walk through exactly how to access it, because I think some listeners might not know where to look. Luna: Yeah, let's make it actionable. Lucas: Okay. Log into your Google Business Profile — either on desktop or the app. Go to 'Insights' in the left menu. Scroll down to the 'Popular times' section. You'll see a bar chart for each day of the week showing typical busyness. Under that, there's often a 'Live' section that updates in real time. You can also see how your busyness compares to other similar businesses in your area. Luna: And how often does the data update? Is it based on the previous week, or is it rolling? Lucas: Google says it's aggregated from historical data — usually the last several weeks — so it's a rolling average. The Live data updates every few minutes based on anonymous location signals from people who have opted in to Google Location History. So it's fairly accurate, but it's not perfect. For example, if a school bus full of kids drives by, it might show a spike. Luna: Good caveat. So don't panic if you see a random blip at 3 p.m. on a Tuesday. Lucas: Right. Use it as a trend, not a precise measurement. But here's another pro tip: you can also see the 'Popular times' for your competitors. Just search for a similar business nearby and look at their chart. That gives you a sense of when their slow periods are — which might be opportunities for you. Luna: That's almost unfair. You can spy on your competition's foot traffic patterns for free. Lucas: It's public data! Anyone can see it. But most business owners don't think to look. Let me give you one more example. There's a laundromat in Chicago called Suds & Duds. The owner saw that her busiest time was Saturday morning, but her slowest was Tuesday afternoon. She started a 'Tranquil Tuesday' promotion — half-price dry cleaning between 1 and 4 p.m. She posted it on her Google Business Profile and also added an attribute: 'Free Wi-Fi' — because she knew people might work while they wait. Her Tuesday afternoon business doubled. Luna: Okay, so the attributes also play a role. You mentioned attributes — those little tags like 'Free Wi-Fi' or 'Family-friendly' — they show up on the listing too. Lucas: Yes. And attributes can reinforce the message. If you're promoting a quiet time, adding attributes like 'Gender-neutral restrooms' or 'Wheelchair accessible' can attract specific demographics. But that's a whole other episode. Luna: We should do that one. But back to Popular Times — what's the one thing you want a listener to do after this episode? Lucas: Open your Google Business Profile today, go to Insights, and look at your Popular Times. Identify your biggest slow period. Then, within the next week, create one Google Post or update your business description to highlight that time. For example: 'Love a quiet workout? Join us between 11 a.m. and 1 p.m. for a peaceful session.' That's it. Then measure if you see any change in check-ins or phone calls. Luna: Simple, free, and effective. I love it. Lucas: And if you find that these kinds of marketing conversations help you run your business better, you can support the show at buy me a coffee dot com slash fexingo. It helps us keep the podcast ad-free and focused on practical tips like this. Luna: Yeah, it's a small way to say thanks if you've gotten value from what we do. No pressure, but every bit helps. Lucas: So to wrap up: the data you need to manage foot traffic is already sitting in your Google Business Profile. You don't need expensive software or a marketing consultant. You just need to look at it and take one small action. Derek the gym owner, the yoga studio in Austin, the laundromat in Chicago — they all started with a simple observation. Luna: And a willingness to try something new. I think that's the real takeaway. Lucas: Exactly. See you next time.