Property Marketing

Tips and Tricks for 2013

By Catriona Orosco on Jan 25, 2013 in Marketing

Each year Google pushes out over 500 updates to its search algorithm, and 2012 was no different.  In its effort to improve the quality of search results, the latest updates may have helped to level the playing field for property managers and increased the opportunity to drive leads to your doorstep.  Now is the time to plan out where your online efforts will be focused in the months ahead.

 

 

G+Local

If you haven’t already claimed your property online, this should be your first step in 2013.  If you’re unsure, simply do a Google search for your apartment community and include the city.  If you’ve claimed your business it should be the first result.  Select the Google+ page link to view your page.  On the right hand side of the Google+ page is a link to Manage this Page, meaning manage your business listing. If your property’s website is not toward the top of the results, it most likely has not been claimed or there aren’t enough details included in the listing.  Whether you need to update your listing or create a new one, you’ll need a Google+ account to get started; http://www.google.com/+/business/.   Be sure to fill out all of the fields, upload your logo and photos, include a description and your website URL.  One benefit of claiming your community is the increased screen real estate that will be given to your property in the search results.  Google will include a map in the result, directions to the property, phone numbers and hours of operation, photos, and a link to your website.  Claiming your G+ Local page is also important because Google is emphasizing personal and local results.  In addition, if someone is searching for your property with a mobile device they’ll be rewarded with a link to call or get directions right at the top of the search results.

Social

Be social.  You don’t have to participate on every social platform available.  Be conscious of which platforms make sense for your audience.  Chances are, over 80% of your tenants have a Facebook account.  Similarly, you’ll have residents on G+, twitter, and Pinterest.  Which of these make the most sense for your community?  High end properties with a luxurious pool, beautiful clubhouse, and a gym will benefit from a Pinterest account as way to highlight community features.  Properties that host resident events or community outreach can create interesting tweets and posts for Facebook and G+.

G+ is Google’s social networking platform and it’s important not to underestimate its importance.  The posts you develop for Facebook can do double duty over on your G+ page.  Even if your community doesn’t have the resources to create resident events, you can still highlight what’s happening in the broader community.

Developing connections on social networks can go a long way toward fostering positive relationships on your property.  Create conversations with your residents, encourage your residents to share how much they love living in their apartment, show them how much you appreciate them as tenants.  Happy residents are your best defense against a tenant that has a poor experience and rants about it online.   Think of your social presence as insurance.

Ratings

Your tenants have opportunities all over the web to leave feedback and rate your property. According to a recent study by J. Turner Research*, 74% of apartment seekers used online ratings.  Property managers often fear ratings because a negative rant from a tenant could reflect poorly on their community.  While we can’t assure you this won’t happen there are ways to turn negative rants into opportunities.  If you’re making an effort to connect with your residents you may be surprised to see they will be the first to sing your praises and speak out against any ill-will.  This is what we mean by social insurance.  If you see a negative rating, take a moment to reach out to the person to see if there is a way to resolve their complaint.  If needed, request to take the conversation offline and ask if you can speak privately.  When we take the time to resolve a conflict, we often gain a long term advocate.  Be sure to take the time to review your online reputation so you can identify an issue and address it early.  This can go a long way toward reducing negative perceptions.

Don’t be afraid to ask for reviews. Have you made some new additions you think your residents will enjoy? Think your leasing process is simple and painless?  Ask your tenants to leave feedback on your G+ page, yelp or other ratings site.  By encouraging reviews after a positive experience you’ll build an online reputation that shows you care.

Take steps to encourage positive ratings by creating single events such as BBQ’s, potlucks, or other community events.  Renting is not the same as visiting a restaurant where leaving a review may feel natural.  Therefore it’s important to create enjoyable opportunities that show your appreciation of your residents as well as encourages them to share their positive experience.  In addition, make an effort to reach out to local businesses.  They may be willing to offer your tenants an incentive to try their business and your tenants will know you’re thinking about them.  Creating these connections with local businesses is another great way to give your residents a reason to smile and share – with Likes, +’s, and tweets.

Content

When is the last time you reviewed your marketing content to see how well it targets your online audience?  Are you using the word apartments anywhere?  Have you mentioned local landmarks or businesses that are near your community?  As you consider the highlights of your community be sure to take into account how your online audience would search for your property.  Public transportation, great shopping centers, bike trails are all selling points.  While your lush gardens and contemporary lifestyle are important, they’re not likely to be in a search query.  Be sure your property description includes more than just a physical description of the property.  Connect it to the community surroundings because location matters.

Get started

If you’ve already taken care of the steps above it’s still a good time to review the effectiveness of your strategy.  Are you using a voice that connects with your audience? Are you creating opportunities for sharing or reviews? In 2013 the focus will be on connecting.  Be part of and encourage that conversation, create those opportunities, and build relationships.  In the long run, you’ll retain happier residents and build a community that people are proud to call home.

*What do Residents Want 2012: http://www.jturnerresearch.com/research