by Diana Lamirand | Jun 18, 2019 | Marketing, Multifamily, Technology
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.”
Use Website Data to Improve SEO Strategy Across Channels
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 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.
Your Market, Customers and Ways to Search Continue to Change
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. In 2018, Google reported 3,234 improvements to its search platform.
Optimizing your website requires continual analyzation 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.
Audit Online Consumers to Make Better SEO Decisions
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.”
by Diana Lamirand | Apr 30, 2019 | Marketing, Multifamily, Technology
While it’s a common belief in the multifamily industry that property websites don’t directly drive leads, many property management companies have transformed their websites into their No. 1 leasing tool by adding AI technology and marketing automation to the online mix.
“We consider the property website as a primary leasing tool,” says Jenny Richard, Director of Marketing at Gene B. Glick Company, which manages multifamily rental communities in 13 states.
“We know prospective renters are completing their apartment research online and making decisions about where they want to live well in advance of speaking to anyone on the leasing team,” Richard says. “That means we must provide the best online experience and ensure we are offering the most up-to-date information regarding pricing and availability, as well as what’s in and around our community.”
Add AI on Multifamily Website to Capture Online Leads
AI and marketing automation allows your website to guide the prospect automatically through the leasing process, collecting their data as they interact with engaging online tools, quizzes and calculators to help them figure out the best rental community for them. That puts properties that utilize AI light years ahead of their competitors who present cumbersome, boring websites that look more like a static brochure and oddly similar to one another.
Nolan Real Estate implemented AI technology on several of its multifamily property websites because the company considers the website its No. 1 leasing tool. “No question about it,” says Caleb Bartlett, Nolan’s Digital Sales & Media Manager. “We have structured our entire digital strategy for our leads to touch our website as the first point of contact. In short, it is becoming 100% prospect engagement.”
Digital Marketing Cloud Unites Data for Automatic Lead Nurture
Easy to implement on an existing website, AI-driven technology can also be used to power an integrated digital marketing cloud to better leverage the website data and convert more online leads by helping the prospect along and providing leasing offices with in-depth insights into each person’s leasing journey.
Through the cloud, companies can tap into the centralized consumer data to automatically nurture online leads in email and text campaigns, personalized with content and incentives related to their current search.
The content drives the consumer back to the website to schedule a tour or engage with more of the interactive website research tools, such as a quiz to match them with nearby activities they indicate as important, a pre-qualify loan assessment to give them a head start on the leasing process, or a calendar where they can instantly schedule a tour of the property.
Cloud Computing Helps Leasing Consultants Connect with Renters
A marketing cloud gives companies a way to track a prospect throughout the entire renter journey, taking into account all of the various digital and offline touchpoints to deliver detailed consumer information to leasing consultants. That information allows them to make an immediate connection to a prospect when meeting in person for a tour or following up with an email, call or text.
“Finding the connectivity between what they want in a home and the desired lifestyle they are looking for is essential to making a connection and converting to an appointment,” Richard says. “Our website is key in capturing this experience, and providing those experiences in a way that lets our leasing team members receive information about what’s important to each prospective renter, which allows them to build relationships.”
Target Your Ideal Renter Online with AI-Driven Insights
Companies also gain insight into the exact ROI of each digital channel, broken down into cost per lease and per lead. With AI-driven technology on a website, those numbers show a significant improvement over traditional lead generation solutions commonly used in the multifamily industry.
The business data can be analyzed in conjunction with big sets of data stored in the cloud that come from similar stores. Using machine learning, cloud software can use those millions of data points to compute a property’s “ideal prospect” and configure details on the type of person most likely to rent at that property based on the processed data as well as the best ways to target those particular prospects.
Convert Prospects with Convenient Online Experience
Since The Worthing Companies added interactive AI software to a dozen of its property websites, the average time a visitor spends researching on those websites has jumped from 2-3 minutes up to 7-8 minutes. “It’s crazy the traffic that we’re getting off this, and it’s driving people to stay on the website longer,” says Trent Jones, Regional Marketing & Training Director at The Worthing Companies.
Jones says the engaging website leads them through the process, making it such an enjoyable and helpful experience that prospects don’t feel the need to branch out and look elsewhere for a place to live.
“We’re getting tons of leasing off of it,” Jones says. “By the time they talk to a leasing agent, the website has answered all of their questions. When they get here, it’s usually just a tour and then a done deal. Some of them even lease online without coming to tour.”
