There are a host of mistakes that landlords make in terms of their marketing and seo. One of the biggest ones?
Lazy keyword research. When determining what keywords to target, landlords should take the time to review what their tenants are typing in when they search for apartments.
Typically, these keywords are a combination of 1-3 words, for example, "2 bedroom apartments near me," "affordable studio apartments," or "luxury apartments for rent."
It's imperative that landlords do keyword research to better understand what their tenants are searching for, instead of operating under a best guess assumption.
A second mistake landlords make is not taking the time to update their site with new content.
When it comes to how apartment websites are ranked, Google uses 3 main factors:
Link profile (backlinks), content and social signals. As you can see, content is king when it comes to search rankings. There are a number of reasons why Google values content so highly:
1. In order to attract backlinks (inbound links) to your site, you need good content that makes other sites want to link to yours. This will help organic rankings on Google search engines as well as boost any paid marketing efforts that might be going on.
2. Google uses content to determine what your site is about. It's a huge part of how Google decides how to rank your site – and if you have spammy or irrelevant content, you could actually be penalized for it.
3. Content gets shared organically through social media and other sites, which helps build inbound links as well as social signals that Google can use to determine rankings.
As a landlord, creating (and updating) quality content about your properties is the best way to attract new tenants.
A third common mistake landlords make is simply not knowing how to market their apartments online. It's important that your site is appealing and easy to use.
If you have a "contact me" or "call me" form in place, you're missing out on a huge opportunity to capture leads! A better option would be to place a box above the fold that allows potential tenants to fill in their information for the landlord to follow-up with.
Don't reinvent the wheel, instead, take advantage of tools that are already out there to help you get started – don't waste valuable time and effort on getting a website that no one uses.
Finally, landlords should make sure they have a few "core value propositions" down in order to attract more tenants.
These are a few things that your property does really well, and are the reasons why tenants should choose you over the competition. A great example would be an on-site gym, or a 24/7 concierge.
Another example is having properties that have been remodeled to a certain (higher) standard than others in your area.
Whatever the case may be, make sure you're advertising these perks to your tenants!
This will help set yourself apart from the competition while increasing leads and conversions too.
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