Laura Black
Property Management Website | Inbound Marketing | SEO | Blogging | Landing Pages

What Content Is Crucial for Effective Property Management Websites?

Written by Laura Black
Oct 14, 2019   |   12:48:00 PM

As a property management company, you may be wondering: what are some best practices for property management websites? One of the most straightforward elements of any website is to offer a sleek design, which presents information for tenants and landlords in a clear way that modern web visitors expect to see. Navigation should always be intuitive, and answers to common questions should be easy to find. 

However, property management marketing requires a website experience that is also tailored to the industry. Your website needs to contain components that address the needs of the clientele you're seeking to attract: in this case, tenants and property owners. Unlike the websites of giant conglomerates, your website must incorporate search engine optimization (SEO) techniques to rank well on the search engine results page (SERP).

Let's do a breakdown of some of the key content you should expect to include on your website to maximize its potential!

1. Blog

The company's blog serves many useful functions. For property management marketing, the blog content must be of high quality. Search engines rank websites higher when they have a large amount of unique content that answers relevant questions. Avoid sales pitches in a blog. Instead, convey useful information that demonstrates the company's expertise in the property management business.

Free creative green sign

2. A Rental Analysis

This web page offers a landlord a free rental analysis. It is a powerful tool for acquiring new clients. Landlords can use the rental analysis report to learn what their property will rent for according to current market trends. 

The best practices for this web page are to ask for the address and description of the property and the landlord's contact information. Then, use workflow automation to send a report by email in a matter of minutes. After that, make a follow-up personal contact call to answer a potential client's questions and begin converting that lead.

3. An "About the Company" Page

This page has background information about the company, its principal executives, and owners.

  • Enthusiastically describe the company and its staff.
  • Describe any special skills and years of experience.
  • Mention awards, community involvement, and other accolades.
  • Include testimonials from satisfied clients.

4. Contact Information

This page gives contact information and a convenient online form to fill out to make contact with the company. Include the address, telephone number(s), and email address(es) of the appropriate company contacts who may have different responsibilities for your property management workflows. A good rule of thumb is to include some of this information at the bottom or the top of every page, not just the contact page.

5. Links to Social Media

Embed links to the company's social media presence using crisp graphics. Hyperlinking to your Facebook page is a quick way to date your website to the early 2000s.

  • Social media marketing creates web traffic.
  • Getting likes from web visitors on their social media accounts helps marketing efforts.
  • Social media also makes it easier for web visitors to stay connected to your company.

6. Include a FAQ for Tenants

This page is intended to answer many common questions that tenants might have and should be directed at them.

  • Regularly update these questions and their answers.
  • Rank them according to how popular they are.
  • Place the more frequently asked questions in a higher position on the page.
Wooden Blocks with the text Faqs

7. Offer a FAQ for Owners

This page answers many common questions that owners have.

  • Just as you would with the tenant FAQ, regularly update these questions and their answers.
  • Rank them according to how popular they are.
  • Place questions asked more frequently than others in a high-visibility location, typically the top of the page.

8. Location Pages

These pages convey specific information about each rental property location; including its amenities. They may also describe a little bit about the areas you serve through property management. Be sure to maximize your SEO on these pages!

9. Unique Content Pages

Custom pages serve many useful functions for property management marketing. There is no limit to the number of custom pages you can generate for inbound marketing. They help:

  • Build web traffic
  • Offer specials
  • Give discounts
  • Promote other rewards. 

One technique is to use a stand-alone landing page to capture web traffic and then direct the web visitors back to the property management website. 

Another technique of marketing for property management uses custom pages as a marketing funnel. These are a series of web pages advertised through paid advertising and email campaigns. They may offer a newsletter, an ebook, or other high-quality content to build an email distribution list.

Finger Presses Red Button  Lead Generation on Black Keyboard Background. Closeup View. Selective Focus.

Additional Elements to Consider

Site Map

A site map is updated whenever a website changes. This is a text-only guide to a website. It describes all the web pages and any images on them. A site map is used by search engines to scan a website for relevance and unique content.

Your Privacy Policy

The privacy policy of the company includes such things as how the company uses a client's personal information and email address.

Terms of Use

This detailed statement and legal agreement explain the terms and conditions of using the website.

Cookie-Use Notification

If the website uses cookies, this notification informs web visitors of their use. Usually, this information appears in a pop-up window. It requires a click on it for a user to agree to the use of cookies.

Chat Windows or Chatbots

Live chat is a desirable option for web visitors to get questions answered that are not in your FAQs. Advanced chatbot systems use artificial intelligence (AI) programming to recognize natural-language questions. They provide an answer by using information stored in a database of the answers to previous questions. 

If the chatbot cannot provide an acceptable answer, then the chat conversation transfers to a human operator for further assistance.

Applying What You've Learned Is the First Step!

The best-practices standard is a website with a clean design that is easy to read, easy to navigate, and displays well on any device. More than ever, mobile optimization is becoming a website feature that can make or break the effectiveness of your website. In 2016 alone, 33% of browsing was done from a smartphone, with 11% from a tablet. Combined, mobile access accounts for just under half of all internet browsing.

Your content has to be more than mobile-friendly to make an impact: it also needs to encourage your audience to take action by offering them content that meets their needs. The overall structure of your website formed by these various components working together is ultimately designed to do just that.

If the process of putting these pieces together and streamlining them sounds a bit overwhelming, we've got you covered! As a HubSpot Platinum Partner, Rent Bridge knows property management marketing inside and out. We've been where you are now—so we've also designed automation systems for property managers, by property managers. If you're ready to take your property management workflows to the next level, it's time for some serious #automationdomination.

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