It is 2019, and most people do the majority of their research online. This research includes looking for a property management team that will fulfill their needs.
In the days of yore, people would flip through a phone book (you may still get one on your doorstep, thick books with hundreds of thin yellow pages – have post-millennials even seen one before?) and find all of the resources closest to them.
This method for finding services had its advantages: the resources were local, and there weren’t many of them. Most listings were a name, a half line of description and a phone number.
If you were savvy, you would buy an ad the size of a postage stamp to stand out. Now when people go to find the best resource they have the entire world at their fingertips, putting the pressure on you as the seller to market yourself effectively and stand out amongst the thousands teeming for the same business.
That’s why having an effective website, and specifically, a great home page is crucial to your success. Though you want to be unique and grab people’s attention, creating a useful homepage is relatively formulaic.
There are vital elements that will make sure that once a customer finds your page (a different set of techniques and skills altogether), they want to stay on your page and learn more. To help your company grow and turn leads into clients, we’ve assembled this list of items that should be included on your homepage and how it’s helpful.
How to write an effective Headline and Sub-Heading: With a website you only have three seconds to make a lasting impression. That’s why your headline has to grab people, and your sub-heading has to inform just enough to make the reader keep browsing. An example of this could be:
- The Property Management Experts!
- Let us handle your investment efficiently and effectively while you reap the benefits.
Here we have a bold statement that’s backed up by “pain points.” Pain points are things that you know your customer worries about and why they’re reaching out to you in the first place. As a property manager, you know that your potential client is looking for the best team to manage their property so that they don’t have to. If your client is going to spend the money on your services, they will want this to be as worry-free as possible. Notice that there’s no jargon here and it’s not overly wordy.
Calls to Action or “CTAs”: Calls to Action or “CTAs”: Calls to action are usually utilized as buttons that link not only to information but give the customer something to interact with such as “sign up” or “get your free guide.”
There are primary and secondary CTAs, the primary being at the top of your page or “above the fold” meaning that the customer doesn’t have to scroll down to find them. For property management, the best utilization of CTAs is to gain information from your customer and to give something to your customer. For example:
- Sign Up for Your Free Property Assessment
- Contact Us to Learn More
- Get Your Free Guide to the Best Properties in Your Area
All of these examples relate directly to your business and help you gain interested leads. Secondary CTAs are more about providing information to those who might be seeking similar content but not necessarily property management yet. With property management that may be a simplified rent calculator, blog content regarding DIY dos and don’ts, or maybe a list of new restaurants in the area.
All of these can be utilized to showcase your property management business less overtly while still giving good content. These are usually found “below the fold,” or as you scroll down the homepage, so the customer remains engaged.
Images and Photos: These are important for obvious reasons; they capture the eye and present what you’re selling visually. The visual will give a better impression than most words you can put on a page. You’ll want to make sure that the images are professional, clean, and beautiful. As a property management company, these should be readily available to you since your listings would be done by a professional.
Show off the beautiful homes you help manage, the neighborhoods, the local nightlife. The homepage visuals can be grand still shot, revolving stills, or even short videos as long as they’re not too distracting.
Benefits and Features: Think of a benefit as a “why use X Property Management” question and answer format and a feature as a “with X Property Management you’ll receive ____” statement. It’s important to make this apparent simply and precisely. Some examples of the benefits of property management are:
- With X Property Management you can earn income while spending time with your family!
- Are you stressed out by calls from your tenants? We can handle that!
A feature of property management would be more like:
- 24/7 Maintenance
- Professional Marketing That Keeps Your Home Occupied
- Ready to go rental applications and lease forms
Don’t be afraid to add visuals to these to make them pop.
Social Proof and Recognition: Don’t be afraid to boast of your success! Social proof is usually a series of short quotes from your real customers or links to studies that prove utilizing your service is the best way to go. For property management, it will be more beneficial to use testimonials from your current clients. Names and photos of these clients give you credibility. You may even want to include the neighborhood or area they live in and have the property in the shot along with the people.
Recognition is more about putting your “medals” on display. Any awards you’ve won as a business or any positive articles that have been written about the company or an employee is fair game. Make sure you use any recognizable logos prominently and make the logo link to the article.
Navigation: Being able to find things on your website and use its features is the ultimate key to your success. Menu options should be at the top of your page allowing easy and fast access to all parts of your website. Nothing can make people give up faster on a company than the inability to get to their content. Things like search bars and drop-down menus are useful and make sure you have website testers go through the site before launch. Navigation also has the added benefit of pointing your customers where you want them to go.
Resources: Providing additional resources shows that you’re not only an expert in your business but a leader in your business community. These can be linked with the secondary CTAs which provide content that is related to but not directly about your business. Property management resources might be:
- The best neighborhoods for renting in San Antonio
- The benefits of walkability and public transit
- Why owning a property is great for retirees
These key elements for your website were adapted from Hubspot. Learn more about placement, font type, color scheme, and more from the main article!
Do you need a new property management website? Rent Bridge creates custom effective property management websites.