You’re probably at least somewhat familiar with the newest king of digital marketing: search engine optimization (SEO). SEO is the process of organically improving a web page’s ranking on search results pages, and it’s especially important in today’s multifamily industry, which has changed greatly in the past five years. For a long time, the dominant multifamily marketing strategy has been internet listing services (ILSs). However, with the shift to younger, more tech-savvy generations like millennials and Gen Zers, direct-to renter marketing strategies like SEO and PPC have become more important, especially in the current state of high occupancy. Janeya Filzen, senior search marketing specialist at REACH by RentCafe, comments that “online marketing is the best bang for your buck,” pointing out that renters now constantly use online searches to find and compare apartments.   Marketing analytics repeatedly show multifamily SEO to be the best performing marketing source, with the lowest costs and highest return on ad spend. You’ve heard a hundred times that it’s important, but there is still a lot of uncertainty about what it takes to truly optimize a website for outstanding results and financial performance. Without further ado, let’s ask search marketing expert Gretchen Walker some of the most common multifamily SEO questions! Can you really prove the value of SEO? As Gretchen Walker, manager at REACH by RentCafe, says in this video, you can 100% prove the value of SEO. We live in a world of advanced property marketing technology, and you can track the entire lead journey, from a curious searcher’s first click all the way through to them signing a lease. With the right tools, you can also track performance metrics like return on ad spend (ROAS), cost per lease, bounce rate and how users are interacting with your web page....

Search engine optimization: You know you should be doing it, but are you taking proactive steps to optimize your apartment marketing website? By now, the benefits of SEO for apartment marketing are clear. By optimizing your site, you make it more attractive in search, both to search engines and potential customers. When search engines like your website, they think it is trustworthy and answers relevant search terms. When customers like your website, they engage with it by visiting multiple pages and clicking buttons. Relevance and engagement cause your site to rise higher in search results, helping you build authority, reach more potential renters and fill more vacancies. Property management SEO may seem like an overwhelming responsibility. After all, every time there’s a significant algorithm change, new articles come out with tips and tricks designed to adapt to the changes. But what you might not realize is that SEO is intended to be more or less straightforward. If your website creates a good user experience by functioning well for all visitors and providing valuable information for your target audience, it should appear in search results. And for apartment marketers, the search results that matter are typically local ones e.g., “one-bedrooms in <city>” and “<neighborhood> apartments for rent.” With that in mind, here are a few DIY SEO tips for apartment marketing. Start making these updates today to see positive results in the long term. Optimize the metadata for every page Every page of your website should have an optimized title tag and a metadata snippet. This is what will show in search results. Google measure title lengths in pixels, not characters, but per Moz, it’s a good idea to keep your title between 50-60 characters. Meta descriptions can be any length, but Google generally truncates...

We’re excited to announce that the advanced marketing services of RentCafe Reach are now available to our senior living clients. What is RENTCafé Reach? RENTCafé Reach is a set of advanced marketing services designed to help you attract more prospects to your communities. Our team of property marketing experts is available to help you with search engine optimization (SEO), pay-per-click advertising (PPC) and enhanced online listings. As a certified Google Partner, we’re ready to optimize your search and lead generation efforts. Because RentCafe Reach integrates with RentCafe and Yardi Voyager, you get accurate reporting and complete transparency into your data. SEO & PPC Services for the Real Estate Industry The RENTCafé Reach digital marketing team is comprised of Google certified experts in both Google AdWords for paid traffic and Google Analytics for organic traffic. This allows us to use Google as resource to answer questions and identify future opportunities. Our SEO services include: Optimized on-page content, page titles and meta descriptions Off-page optimization, including business citation and brand management Location data management through our partnership with Yext Regular website health audits and maintenance Monthly reporting, service calls and a dedicated account manager Comprehensive reporting to track results Our PPC services include: Strategic PPC advertising tailored to your goals Campaign management by Google AdWords Certified Specialists Ad targeting based on demographics, location, timing and mobility Ad extensions and landing pages to increase conversions Retargeting campaigns that follow engaged prospects We use white hat strategies, helping our clients improve website performance while actively protecting them against black hat techniques that get flagged by search engines. Stay Ahead of the Competition We understand how daunting it is to launch or manage a digital marketing program. And the challenges of working alone without experienced guidance. What is a...

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are mighty tools to increase leads and conversions for your properties. Odds are, you’re already too busy to master those tools. Below are three quick tips to make SEO and SEM work for you. 3 Quick Tips for Increasing Leads Don’t underestimate the power of SEO. Getting quality traffic to your website is tough. It’s even harder to convert that traffic into leads. SEO helps the right renters find your property through organic (non-paid) search inquiries. In order for this to happen, search engines need to understand who you are, what you have to offer and the content of your website. That doesn’t happen through chance. Detailed strategies ensure that your website ranks high on organic search results with the right audience. Are your strategies bringing the desired results? Don’t go in alone. Not sure how to make SEO work for you? There is no need to reinvent the wheel. The experts at RentCafe Reach specialize in driving high quality traffic to your website. Catriona Orosco, manager of RENTCafé Reach at Yardi explains: “RENTCafé SEO account managers have the expertise and knowledge to help your website reach more qualified prospects. Our role requires us to stay up-to-date with changes made at Google. We work as a team to stay educated and aware of what’s important in gaining a competitive advantage in search results.” RentCafe Reach account managers are also experts when it comes to RentCafe marketing features. They can help you identify and test features to improve prospect engagement and lead conversion rates. “Often, people’s assumptions about what’s important are outdated,” says Orosco. “In addition to the initial optimization efforts and content creation, we’re checking website health on a routine basis, addressing issues and updating...

A case study reveals the rewarding results of a Yardi-led search engine optimization (SEO) and search engine marketing (SEM) campaign for Westdale, a national real estate investment and property management company. Using RentCafe Reach, Yardi tested, analyzed and optimized mobile ad campaigns for Westdale to produce fast results. These included a 160% increase in leads, 81% of which came from mobile devices like tablets and phones! About Westdale Westdale is headquartered in Dallas with six regional offices through the country. It focuses on acquiring, managing and developing investment opportunities and oversees approximately 200 properties in more than 30 cities. Westdale’s goal during the campaign was to work with Yardi to differentiate its communities from the competition and reach more potential renters. Process The case study focused on a RentCafe Reach campaign targeting rental leads. For Westdale’s campaign in a competitive Class A apartment rental market, Yardi researched, planned and executed SEO and SEM strategies to improve lead generation from organic and paid search results. Yardi is a certified Google AdWords partner, and RentCafe Reach campaign management is executed by Google AdWords Certified Specialists. This campaign used expanded text ads and other Google AdWords products. Conversion tracking throughout the campaign was used to support data driven marketing decisions. Results & Metrics The combination of SEO and SEM tactics created a large footprint in search results for Westdale, driving more qualified lead candidates. As a result, Westdale saw a significant improvement in the quality of both online and offline conversions at a lower cost. 160% increase in leads 66% increase in conversion rate 56% reduction in cost per lead Westdale’s Takeaways “When properties experience issues with low occupancy, combining SEO and AdWords brings immediate results,” said Jaymz Yates, director of technology at Westdale. “Yardi has fined...

Video continues to rise to the top of the digital marketing playbook. If you’re skeptical about the power of video, consider that almost 50% of internet users look for videos related to a product or service before visiting a store. And four times as many customers would rather watch a video about a product than read about it. Video content can also improve SEO, increase engagement and boost brand loyalty and awareness. Within the realm of real estate, the industry – from retail to residential to student housing – is finding creative ways to leverage video. What’s clear is video isn’t going anywhere, so it’s time to jump in feet first. Facebook Live offers an interactive, free and highly visible way to engage with an audience. The platform now sees 8 billion average daily video views from 500 million users. With help from social media experts, in-depth tutorials and best practice tips, even the most novice user can become a Facebook Live pro.   Here are five tips to rock Facebook Live: Step 1: Ask permission If you plan to live stream other people, ask for permission before you record them. Keep in mind some conferences and venues may have strict no streaming policies. When in doubt, ask. Step 2: Game plan Some questions to inform your live video strategy: Why do you want to do live video? Who are you hoping to reach? What do you want this audience to do? What will you talk about? How long will you go live for? Facebook recommends 10 to 90 minutes, but even 5 minutes is great. Do what feels right for your organization and your viewers. Where will you go live from? Walk the room and consider reserving a spot in front. Minimal background...

We are thrilled to officially unveil RentCafe Reach. This advanced set of marketing services is designed to attract qualified prospects to your multifamily properties through SEO, SEM and enhanced online property listings on the RentCafe.com ILS. As a certified Google Partner, we’re ready to help you elevate your search and lead generation programs to the Big Leagues. SEO & SEM Services for the Real Estate Industry The RentCafe Reach digital marketing team is comprised of Google certified experts in both Google AdWords for paid traffic and Google Analytics for organic traffic. This allows us to use Google as resource to answer questions and identify future opportunities. Our SEM program is a full-service offering from research to setup and fine-tuning, plus remarketing, conversion tracking and display advertising. The SEO program is also a full-service solution with content optimization, on- and off-page optimization, website health checks and location data management through our partnership with Yext. This ensures our clients receive only the absolute best-in-industry, white hat strategies and tactics for improving their websites’ performance while actively protecting them against black hat techniques that get flagged by search engines and harm the performance of search results, ads, websites and brands. Stay Ahead of the Competition We understand how daunting it is to launch an entire digital marketing program. And the perils of working alone without a partner to guide you. What is a SERP? Or Semantic Search and PageRank? What’s the difference between display network and search ads? Or regular text ads vs. expanded text ads and the comparative click-through-rates? We heard your questions and took them to heart so we can help you, our clients, reach beyond the fold and seize the leads that make the difference and drive business results. Today’s digital space is as...

Do you want your listings to appear at the top of Google search results? Of course you do. Capitalizing upon your Google Business Listing is the first step towards a higher ranking. During our recent Open Café session, we polled 100 users from across the U.S. to learn if they maximize the potential of their Google Business Listings. This is what we learned: 55 percent of people surveyed have claimed their Google Business Listing 27 percent of users were not sure if they had claimed their Google Business Listing 18 percent of people surveyed have not claimed their Google Business Listing Your Google Business Listing is a quick, inexpensive way to enhance your digital presence and connect with prospects. It is the bridge between your property and prospects in your area who are searching for what you have to offer. By investing a little time in your Google Business Listing, you are making it easier for prospects to find your property through organic search as well as a listing in Google’s Local Pack. You’re likely familiar with Local Pack, even if you didn’t know the name of it. The Local Pack is composed of three business listings and a map that shows their location. Businesses that make it onto this top three list are more likely to get clicks since they are prominent in search results. Interested in joining that Local Pack? Here is how to get started: The Foundation Be sure to input all requested data on your Google Maps My Business Page, including hours of operation and details about your location. These key points will help Google match your property with the location terms used in searches. Proximity matters. “Near me” searches have increased by 130 percent in the last year. About...

By now we’re sure you’ve heard of Google AdWords, those pay-per-click (PPC) ads that pop up in search results on the largest search engine in the world. Whether you do a Google search from your desktop or mobile device, you’ll see them—serving up the most relevant results to get you to click through to the advertisers’ websites. If you’re interested in learning how to use Google AdWords for search engine marketing (SEM), this blog post will help you get started. First, we’re going to teach you the basic terminology and functions. Then we’ll share three best practices that will help you get results. And finally we’ll introduce you to a service that will help power your AdWords campaigns and deliver measurable results. Ready to learn more about Google AdWords for property marketing? Ok, here we go! Getting Started Get your ad on Google, the search engine that processes over 3.5 billion searches per day. Google AdWords helps you advertise your business or community directly to potential leads at the very moment that they’re searching for the things you offer. Creating Ads Creating an AdWords ad is a three-step process. First you write the ad, including a headline that identifies your product or service, a link to the landing page you want people to go to, and some text with a call to action. Then you choose the search terms that will prompt your ad to appear in Google search results. And finally, you set your daily budget. Ad Groups Ad groups are groups of ads with slight copy, url, or delivery (desktop vs. mobile) differences that target the same set of search terms. Campaigns A campaign is a set of ad groups that have the same budget, location targeting, and more. You might have...