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Breed Restrictions
By Erica Rascón on Feb 12, 2020 in Marketing
Did you know that “apartments with no breed restrictions” is a popular Google search query in most metropolitan areas? The trend extends to many secondary markets as well. Properties without breed restrictions can capitalize on a flexible pet policy—if you use strategic SEO.
When high-risk isn’t a mandatory “no”
Insurance companies’ classification of “high-risk” pets is the result of actuarial and claims data. Over time, the insurance companies analyze data regarding pet-related claims. Breeds that appear in claims the most (thus costing the insurance company the most) will appear on the high-risk list.
Commonly listed breeds include pit bulls, Doberman pinschers, rottweilers, German shepherds, mastiffs, Great Danes, Siberian huskies, Alaskan malamutes, and wolf-hybrids. These breeds are large dogs (above 45lbs) which is why some apartment communities restrict by size rather than listing specific breeds.
The congregated lists of insurance companies may impact local and state legislation. More than 700 U.S. cities have authorized breed-specific laws. As a property owner, you do not have the flexibility to opt out government-mandated breed restrictions.
However, it is often optional for you to accept and enforce your insurers recommend breed restrictions. If you opt to waive the restriction, your property is among a highly sought-after group of apartments in major metropolitan areas.
The best of both worlds: accepting all breeds with additional insurance protection
If you are in a renters’ market with tough competition, a flexible pet policy could work in your favor. When coupled with additional insurance on high-risk pets, you can address insurance concerns without turning away quality renters. In addition to required renters insurance, consider a mandatory liability policy that covers large breed owners with at least $300,000. The policy may also list the landlord as an additional insured member.
Since few communities accept large and high-risk pets, owners of such pets tend to be loyal residents. With a flexible pet policy, you can earn the business of quality, long-term renters who happen to own a large breed.
Marketing apartments without breed restrictions: SEO + SEM strategies
If you manage a community without breed restrictions, put that unique trait to work for you. Search engine optimization (SEO) strategies highlight your pet policy and attract quality renters that value your flexibility.
When your property appears “above the fold” or on the first page of Google search results, it is seen by more prospects. Strategic SEO practices boost your organic Google rankings, increasing the likelihood of appearing on the first page. When combined with search engine marketing (SEM), prospects searching for apartments with no breed restrictions can see your listing in several places beyond the Google search query.
Fortunately, you don’t have to be a marketing expert to benefit from SEO and SEM. You’re a property manager—do what you do best! Premiere Google Partners such as Yardi employ Google AdWords Certified Specialists to handle the SEO and SEM on your behalf.
Make your property stand out in today’s crowded digital marketplace. Join a webinar to learn how Yardi RENTCafé Reach implements advanced online marketing services to drive renters to your properties.
