How PERQ Data Helps Your Search Engine Optimization Team Optimize Property Websites
Over 74,000 consumers perform a Google search per second. That’s a lot of opportunities to improve your property management company’s digital marketing and SEO efforts.
As renters use technology to access the vast amount of information available online to help them find an apartment or condo, an expansive amount of valuable data becomes available to your business. Imagine capturing detailed online data for every potential tenant who visits your property website, any time of the day, every day.
“It has significantly opened our eyes to how many current prospects will be reviewing a single community at one time,” says Caleb Bartlett, Digital Sales & Media Manager at Nolan Real Estate, of the website conversion software the multifamily company added to several property websites. “We see about 150 unique visitors to our individual websites each day, and PERQ has changed how we go about managing all of those qualified leads.”
Capitalize on your property’s website data to help your leasing specialists better meet a lead’s needs and enhance prospect engagement, while also gaining insight into what renters in your market are specifically searching for and which trending keywords your SEO team should target on your website, in digital ads, social media and content marketing. By constantly tweaking your multifamily SEO strategy based on real-time data, you’ll drive more organic traffic to your website, and improve your search page ranking and visibility.
PERQ assigns a unique ID to online visitors in order for clients to take anonymous Google Analytics data and marry it up to lead and PERQ analytics in order to accomplish the cross-channel/device tracking but also to see who is signing a lease at the physical property. This goldmine of information helps property management companies connect the dots between a prospect’s online activities to spot common words, phrases and renter trends that your SEO team or third-party vendor can use to maximize website growth and attract more leads.
SEO is not a one-and-done type of task; it is an ongoing effort. To add to the dynamic nature of search, Google continually updates its algorithm. According to Moz, the cadence of Google’s algorithm updates continues to rise over time, especially after AI’s immersion in digital content.
Optimizing your website requires continual analysis and modifications. Data collected from customers’ online behavior using artificial intelligence is automatically analyzed and updated to provide properties with a treasure trove of information to influence search engine optimization.
When stored in a marketing cloud, that data can flow between your property’s various technologies and data collection systems to give you a broader picture of each prospect’s journey and your customer base as a whole.
Trying to anticipate how the market, your prospects or search methods will change or evolve is tricky business, but website data provides a view into what’s popular at the moment. When analyzed alongside big sets of industry data, your property can also make predictions on what’s coming next and make automatic adjustments to your digital marketing accounts.
Ryan Cox, Digital Marketing Manager at J.C. Hart Company, gives this advice to any property looking to improve their digital marketing: “No. 1, even if you have to hire outside to do so, do a comprehensive online customer audit of your residents and potential residents. Men lie, women lie, numbers don’t.”
He urges property management companies to examine customers’ purchasing habits, styles, likes and dislikes. “Just because you have a budget, doesn’t mean you’re spending it effectively,” Cox says. “If you’re just throwing money at [digital advertising], and spraying and praying, you’re doing it wrong.”