January 28, 2016
Online Tactics for Property Managers to Dominate 2016
Google now processes an average of more than 40,000 search queries every second. That translates to over 3.5 billion searches per day and 1.2 trillion searches per year, worldwide.
With numbers like that, businesses have no choice but to face the fact that the Web is a go-to resource for prospective clients and customers. And property management is no exception.
According to RentSeeker.ca CEO Chaim Rivlin, more than 90% of renters begin online when searching for an apartment. Today’s property managers need more than just a web presence; they need first-rate SEO and a solid online marketing plan.
Here are a few ways to get a competitive edge online this year for your property management firm.
Clarify Content Strategy
Your website should have a content strategy focused around your top property marketing keywords. Each blog entry, video or image you post provides people with something to link to; take advantage of the opportunity to include some of your keywords. Having a clear strategy also helps create content that appeals to “user intent”—or simply, what people are looking for online.
Search engine optimization (SEO) is constantly evolving. These days, factors like mobile friendliness, semantic keyword meaning and how users interact with your site are becoming more and more important. And, although it might be tempting to build a micro site, having one website with a resident portal can help improve website traffic. It’s always a good approach to make sure the basics are in place to help convert browsers to renters. Every key page on your website should include:
- Page title: This is the first thing people see in search results. Be sure that it includes keywords that renters might be looking for. (For example: Two-Bedroom Apartments for Rent in North York | ABC Property Management)
- Meta description: Although the meta description isn’t part of the ranking algorithm, it still shows up in many search results. Think of it as an elevator pitch. (For example: Looking for an affordable two-bedroom apartment rental in North York? Check out ABC Property Management’s listings.)
- H1: This is the first header users see once they click through to your page. It needs to align with what they’re looking for so they know they’ve landed in the right place. (Example: North York: Two-Bedroom Apartments)
- Effective copy: Once you’ve got the user on your site, give them what they want: engaging copy that clearly communicates your message, using plain language they’ll understand.
Optimize for Mobile
Look around: People are relying on smartphones, tablets and other mobile devices for everything from research to shopping to communicating. Mobile use is already dominant and will go on to play an increasingly large role in the future of the Internet. Some companies haven’t caught up to the mobile world, but you can expect to see a big push for even more mobile friendly websites and greater mobile optimization in 2016. Don’t let your website get pushed to the curb; mobilize!
Social networking is one of the most popular online activities. In the past few years, the number of adults relying on social media has gone up exponentially. Facebook users have surpassed the 1 billion mark, and hundreds of millions of people use each of Instagram, Twitter and Pinterest. On YouTube, viewers watch billions of hours of video every month. Maintaining an active page on at least one of these networks is now a must-have. So make sure you have one.
To learn more about how going mobile can help attract new renters and boost your bottom line, sign up for your free account today or give us a call