Published October 14, 2019
Updated June 20, 2023
If you run a property management company, you may wonder: what are some best practices for property management websites?
One of the most straightforward elements of any website is to offer a sleek design, which presents information for tenants and landlords in a clear way that modern web visitors expect to see. Navigation should always be intuitive, and answers to common questions should be easy to find.
However, your website is also one of your biggest marketing tools. Effective property management marketing requires a website experience tailored to the industry. Your website needs to contain components that address the needs of the clients you're seeking to attract: in this case, tenants and property owners.
Your website must incorporate quality content and search engine optimization (SEO) techniques to rank well on the search engine results page (SERP). So, let's break down some of the key content you should include on your website to maximize its potential and generate more traffic (and leads)!
1. A Property Management Blog
Your company's blog serves many useful functions. For successful property management marketing, the blog content must be high-quality, helpful, and optimized for SEO.
Search engines rank websites higher when they have more unique content that answers relevant questions than "salesy" or "spammy" content stuffed with keywords.
If you're wondering how to write content for a website or your blog, avoid blatant sales pitches. Instead, convey useful information that demonstrates your company's expertise in the property management industry.
2. A Free Rental Analysis
Your website should offer a free rental analysis for landlords. It is a powerful tool for acquiring new clients. Landlords can use the rental analysis report to learn what their property will rent for according to current market trends.
The best practices for this web page include collecting the address and description of the property and the landlord's contact information. Then, use workflow automation to send a report by email in a matter of minutes.
After that, make a follow-up personal contact call to answer a potential client's questions and begin converting that lead.
3. An "About the Company" Page
This page has background information about the company, its principal executives, and its owners, like this. The content on this page should be engaging, and informative, and show your company's personality.
When building this page:
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Enthusiastically describe your company and staff
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Describe any special skills and years of experience
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Mention awards, community involvement, and other accolades
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Include testimonials from satisfied clients
This page helps potential owners and tenants learn more about the people behind the services you provide!
4. Your Contact Information
This page on your property management website provides your contact information and a convenient online form for potential clients to fill out to connect with your team.
Include the address, telephone number(s), and email address(es) of the appropriate company contacts who may be the best people to respond to inquiries. A good rule of thumb is to include some of this information at the bottom or the top of every page, not just the contact page.
5. Links to Your Social Media Channels
Hyperlinking to your Facebook page is a quick way to date your website to the early 2000s. Instead, embed links to the company's social media presence using crisp graphics.
Then, make sure you're using your social channels as part of your inbound marketing strategy.
Social media marketing creates web traffic and is an excellent way to build an audience and promote your web content, like blogs or videos.
Getting likes from web visitors helps marketing efforts. Social media also makes it easier for web visitors to stay connected to your company.
6. Include Tenant FAQs (Frequently Asked Questions)
This page will answer tenants' common questions and should be directed at them. It's an excellent resource for tenants and an excellent way to generate more traffic to your website.
FAQ pages should be optimized for search engines. It's also crucial to update these questions and their answers regularly.
When setting up the page, rank Qs and As according to how frequently you get the questions and answers. Place the more frequently asked questions in a higher position on the page.
7. Offer An Owner FAQ Page, Too
This page answers many common questions that owners have.
Just as you would with the tenant FAQ, regularly update these questions and their answers. Prioritize more frequently-asked questions at the top, and make sure the page is optimized.
You can also use the FAQ page to link to internal resources, like blogs or knowledgebase articles.
8. Location Pages
These pages are excellent for driving traffic! They describe a little bit about the areas you serve through property management. They can also give specific information about each rental property location, including its amenities.
Be sure to maximize your property management SEO opportunities on these pages!
9. Unique Content Pages
Custom pages serve many useful functions for property management marketing.
There is no limit to the number of custom pages you can generate for inbound marketing, but make sure every page has a purpose, has plenty of helpful content, and is properly optimized.
These pages help:
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Build web traffic
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Offer specials
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Give discounts
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Promote other rewards
One way to incorporate more custom pages is to use a stand-alone landing page to capture web traffic and then direct the web visitors back to the property management website.
Another technique when marketing for property management uses custom pages as a marketing funnel. These are a series of web pages advertised through paid advertising and email campaigns. They may offer a newsletter, an eBook, or other high-quality content to build an email distribution list.
Additional Elements to Consider
What else should you include on a marketing-friendly website for property management companies? While we've covered most of the critical elements, a high-ranking website can include a few additional elements.
Site Map
A site map should be updated whenever a website changes. This is a text-only guide to a website describing every web page and image.
Search engines use site maps to scan a website for relevance and unique content.
Your Privacy Policy and Terms of Use
The privacy policy for your property management business mentions how you use a client's personal information and email address.
Additionally, the Terms of Use for your site is a detailed statement and legal agreement explaining the terms and conditions of using the website.
Cookie-Use Notification
If your website uses cookies, this notification informs web visitors of their use.
You've probably seen this on other websites in a pop-up window. It requires a click for a user to agree to the use of cookies.
Chat Windows or Chatbots
Live chat is a desirable option for web visitors to get answers to questions not in your FAQs. It's an excellent way to improve the user experience and answer questions without a team member getting involved.
Advanced chatbot systems use artificial intelligence (AI) programming to recognize natural-language questions. They provide an answer by using information stored in a database of the answers to previous questions.
If the chatbot cannot provide an acceptable answer, the chat conversation transfers to a human operator for further assistance.
Apply These Elements for a Successful Property Management Website
The best property management websites have clean designs that are easy to read, easy to navigate, and display well on any device. Content must engage your audience, and the site's structure must work to deliver a positive, informative user experience.
If the process of putting these pieces together for your website sounds a bit overwhelming, we've got you covered! As a HubSpot Diamond Partner, Geekly Media knows property management marketing inside and out. We've been where you are now (in the thick of managing properties)—so we've also designed automation systems for property managers, by property managers.
When you're ready to take your property management website and workflows to the next level, it's time for some serious #automationdomination. Reach out to Speak to a Geek!
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