Leases all come to an end, and so the hunt for the next apartment begins. LocalIQ conducted a study of renters and found that 93% of respondents used an online search engine when looking for their next rental. 80% of respondents in the same study noted that they visited three or more property websites before deciding where to tour. This is how renters look for their next lease these days and in order for your property to be top of mind, it needs to be top of the search results. 4 out of 5 renters will look at a few property websites and if your property isn’t high up on the results page, it won’t be taken seriously.
Local apartment SEO is important and needs to be prioritized. Digital marketing for apartments can have a lot of fun and creative elements, but if a prospect can’t find your website when they Google “apartments near me”, all that effort goes to waste. There are SEO strategy agencies as well as tools like Moz or SEMRush that can help you understand what keywords prospects are using in their search.
Knowing the keywords will help you optimize your website for search. Adding those keywords to the copy on your website pages is how search engines will be able to find your property and rank it higher organically. There aren’t a lot of areas of copy on property websites so how can multifamily SEO adapt?
BLOG ABOUT IT
Blogging is a great way to have more written copy on your property website. This is where you can add all sorts of keywords including ones that are more obscure. This is also where digital marketing for apartments can be more fun, creative, and unique. Dedicating time to write one blog a week will help increase your online search visibility more than you think. Businesses that blog have 55% more monthly visitors than those that don’t. More content means more for search engines to find and pull from.
What sort of content can you write about? Some ideas include:
- Moving in/out tips
- Storage/decor tips for specific floor plans
- How to request maintenance
- Recap of resident events
- Reviews of local businesses
Blogging about the local community your property is a part of is a great way to boost your local SEO results. Renters who are looking to move into a new neighborhood will do research on what local life is like. Placing your multifamily property website as the hub of information of what’s what in the neighborhood will attract more rental prospects. Your website will show up in their research on the area and not just when they search for apartments. This allows for more visibility and gives the impression that your property is a fixture in the community.
Social media marketing for apartments seems to never change, no matter how many blogs are out there giving advice. The best apartment Facebook pages and Instagram feeds are the ones who are posting consistently. This takes time, energy, and effort. Make it one person’s responsibility to keep your socials up to date and posting content weekly.
TikTok is huge when it comes to apartment related content. Creating short videos of life at the apartment community will get you property in front of prospect’s in a place they least expect it. The best part is you can reuse these videos as a Reel on Instagram — their version of short videos on the app. You can spin some of the blog content into content for socials. Create a video explaining how to request maintenance or share moving tips for your property. You can even post about the local businesses and tag them.
Apartment SEO is a big task but it’s essential. Today’s generation of renters are more in tune with tech than ever and your property needs to be able to meet their expectations.