In every digital marketing strategy, SEO needs to take center stage.
While all property management businesses want to secure a top spot in Google rankings, not everyone knows how to go about achieving this. Whether you’re the proud owner of a small business or running a massive corporation, in this article we’re going to tell you how to maximize your ROI on the property management SEO campaigns that you run.
Let’s get started…
SEO: What is it and Why is it So Important?
Search Engine Optimization is the clever way that the internet uses algorithms to create traffic on certain websites or web pages. Through SEO marketing, businesses are able to create online content that relates to the data of search entries submitted by web users. Ultimately, it allows your content to be more visible, more poignant, and much easier for potential clients to connect with.
Having your brand’s content come up on Google (or any other search engine) before your competitors’ is an invaluable asset. Property management companies need to incorporate this aim into their search engine marketing strategy if they want to keep up with the pace of constantly changing algorithms.
SEO is designed to support online brands in the pursuit of effective, targeted advertising that puts your website first – and keeps it there. Additionally, SEO makes it easier for you as a company to adjust the services you offer based on what users in your audience are looking for. This can change the way potential clients see your brand and open up a dialogue that may not have been there before.
SEO allows for a faster, more intuitive-feeling connection between brand and audience. With the internet’s algorithms on your side, you can successfully manipulate the market to not only anticipate and cater to your audience’s expectations but to exceed them.
SEO in the Property Sector
When it comes to property management marketing, knowing and anticipating your client’s needs is instrumental to success. Whether a web user is serious about investing in property or merely browsing for research purposes, they need to feel like they can trust your website and the information it provides. Your website needs to fulfill their expectations of what a reliable and attractive property company should be. And property management SEO is one of the ways you can manage those expectations.
Selling property is in many ways selling an ideal lifestyle or aesthetic to an individual. Clients need to feel like they can envision themselves in the properties that you advertise. This requires both creativity and innovation from the marketing sector. There are also practical matters to address, such as geographical location, security, and cost that will be undeniably important to anyone seriously contemplating property investment.
Using SEO as a tool for attracting potential clients can look like any of these tactics:
- Featuring blogs or articles that include information about regularly searched-for property locations, styles of architecture, or price range
- Targeting local web-users who live within close physical proximity to your company
- Regularly updating your website with fresh information based on search engine data from your area/audience
- Creating and maintaining active social media accounts that are easily visible on your website These accounts offer users the option to verify your credibility through branding and online engagement with followers
Essentially, you want to make it easy for new and old clients to access your website, while hopefully leaving enough of an impression that they will return again. And if not – to have your SEO marketing strategy lined up in such a way that they see your website every time they search for something property-related.
Bridging the Gap with SEO
SEO can be particularly useful in the property lifestyle sector because it encourages the bond between the brand and its clients.
Property management marketing and SEO marry well because there’s so much information that curious web users may want to see before considering investment. Blogs posted to your website which feature interesting and appealing news or information about property can help your potential client reach a decision – or at least, an enhanced sense of curiosity and intrigue that may eventually lead to that decision.
There are two main approaches you can take for the blogs and articles that play a key role in your search engines marketing strategy:
Lifestyle blogs typically appeal to the younger masses who are now used to seeing and enjoying regular, fresh content. Having a section for posting interesting articles and blogs that focus on things like style and design trends or architectural history may assist in piquing the interest of users (young and old) and encourage them to come back for more. With property management SEO marketing, generating traffic is your goal.
Informative blogs are equally useful and can attract just as much traffic as lifestyle blogs. By posting articles that answer practical property questions or add background to regularly searched-for topics, you can pre-emptively assist potential clients and educate them about your industry at the same time. This can help to develop a sense of trust between your client and your brand, an invaluable bond that will be a huge factor in whether they decide to invest their time and money with you. SEO blogs and articles can help to bridge the gap between interested but non-committed users and happy, satisfied clients.
Trust the Process
Anyone that really understands how SEO works will tell you that it is a process, not a product.
There is no exact formula for generating traffic on your website. It will not only take a fair amount of research to uncover what kind of content your audience is searching for, but it will also take time. Time to build up a stronger website with information and features that are in alignment with your optimization goals, and time for your targeted audience to become aware of your brand in a way that is consistent and triggers the desire to return for more.
The demands and interests of web users are constantly changing and evolving, and to meet those ever-shifting standards, businesses need to evolve too.
By implementing a sound property management SEO strategy, your business can be brought to the forefront of marketing evolution, putting your company in the best possible position for truly groundbreaking optimization.
Andrej Fedek is a digital marketer. He recently started his own blog about digital marketing called InterCool Studio. His passion is to help startups grow and thrive in a competitive environment.