How PERQ Data Helps Your Search Engine Optimization Team Optimize Property Websites
With nearly all apartment hunters using online resources to find their next home, your website has incredible potential to capture qualified leads. Can you really leave your search engine optimization (SEO) strategy up to chance? Learning how to improve SEO on your property management company website can transform your online presence from invisible to irresistible, connecting you with prospects actively searching for exactly what you offer.
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 at any time of the day.
“Tracking our data 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.”
Use Website Data to Improve SEO Strategy Across Channels
Your property’s website data is a goldmine of insights that can supercharge your leasing success. This valuable information helps your leasing specialists connect more meaningfully with prospects while revealing exactly what renters in your market are searching for. Use these insights to identify trending keywords your SEO team can leverage across your website, digital ads, social media, and content marketing. When you continuously refine your multifamily SEO strategy with real-time data, you’ll naturally attract more organic traffic, boost your search rankings, and increase your online visibility—turning your website into your most powerful lead-generating tool.
How does PERQ help you use data to improve your SEO? Our technology assigns a unique ID to online visitors, allowing clients to connect anonymous Google Analytics data with lead and PERQ analytics. This enables cross-channel and cross-device tracking while identifying which prospects sign leases at your property. This treasure trove of information helps property management companies connect the dots between a prospect’s online activities, revealing common search terms, phrases, and renter trends. Your SEO team or third-party vendor can then use these insights to maximize website growth and attract more qualified leads.
PERQ has changed how we go about managing all of those qualified leads.
Your Market, Customers, and Ways to Search Continue to Change
SEO isn’t a set-it-and-forget-it strategy—it requires ongoing attention and adaptation. Google’s algorithm updates are happening more frequently than ever, especially with AI reshaping how search engines evaluate and rank content. What worked for your property website last year might not be as effective today.
The rental market itself is constantly shifting. New demographics enter the market, housing preferences evolve, and economic factors influence how people search for apartments. Seasonal trends, local market changes, and even global events can impact what prospects are searching for and how they’re searching for it.
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.”
Data-Driven SEO Adapts to Market Changes
This is where intelligent automation built specifically for multifamily becomes invaluable. Rather than trying to manually track every market shift and algorithm change, AI-powered systems can monitor search patterns, identify emerging trends, and flag opportunities for optimization. Your SEO strategy can adapt in real time to capitalize on new keywords, shifting search behaviors, and changing market conditions.
Why PERQ Websites Are Built for Property Management SEO Success
While adding PERQ’s data tracking to your existing website delivers powerful SEO insights, imagine the results when your entire website is designed from the ground up with data collection and SEO optimization in mind. PERQ’s custom multifamily websites don’t just gather better data—they’re engineered to act on it.
Unlike traditional web development that treats SEO as an afterthought, PERQ websites integrate seamlessly with your existing property management systems, CRMs, and virtual tour platforms. This means cleaner data flows, more accurate tracking, and SEO insights that reflect your complete marketing funnel rather than fragmented pieces.
Continuous Optimization Based on Real Performance
The SEO game doesn’t end at launch. PERQ’s optimization team continuously monitors your website’s performance, using the rich data insights we’ve discussed to refine your SEO strategy in real time. While your competitors are guessing at what works, your website adapts automatically to search trends, user behavior, and market changes—all backed by concrete data from actual prospects.
The properties that thrive online embrace this dynamic environment rather than fight it. By building flexibility into your SEO approach and leveraging data-informed insights, you can capture opportunities as they emerge while your competitors are still playing catch-up. Whether you’re enhancing your current website’s data capabilities or are ready to explore a complete website solution designed for maximum SEO performance, the key is putting prospect data at the center of your optimization strategy.