When it comes to marketing your multifamily property online, there's more to it than simply posting on a few websites and hoping for the best. Every platform you choose plays a key role in how visible and attractive your property will be to potential renters. But before you start listing your property everywhere, it's essential to do some research. Understanding the strengths and weaknesses of various Internet Listing Services (ILS) and optimizing your online presence will set you up for success. Let’s explore the best ways to maximize your exposure and ensure your property stands out in a competitive market.
Below are some best practices when you are marketing your multifamily property on ILS.
Before you start, do your research.
No two internet listing services are alike in audience. Some are more popular in certain areas or only service certain cities and locations, some are used more by potential home buyers, and some are just not established enough to push enough traffic to your property to make the listing worth it. Be sure to do your research into the listing sites you are considering to avoid time and money wastes.
Optimize your website's listing on Google.
Google is the gold standard of internet search. Not only is listing on Google free, but it is the most popular search engine in the world. Plus, they have features that cater to businesses - including multifamily properties. Set up your Google Business Profile so that your property shows up in Google searches for relevant topics, get a listing on Google Maps, and start collecting reviews for your property to build online credibility.
List on multiple, well-researched ILSs.
If you decide to list your property on an ILS, don't stop at just one. Do your research to find the best services for your target demographic, and list on as many as possible to create as many touch points as possible - we recommend using at least Zillow and Trulia, since they are the most popular.
Just as in offline marketing, recognizable brands are more likely to purchased than unrecognizable. The more reputable sites that show your property, the bigger boost to your property's quality and reputation.
Determine your SEO benefits.
SEO, or Search Engine Optimization, is incredibly important in online marketing, and one hugely important piece of SEO is backlinks - or, what sites link to your site, and how.
Basically, you want to be able to include a "do-follow" link to your website in each property listing, which will tell search engines that the first site trusts yours as a reputable source. Some ILS's don't offer linking, or if they do, make the links "no-follow," which causes search engines to disregard the link for SEO rankings. Make the ILS work for your SEO by including a do-follow link in your advertising agreement.
Ensure your listing looks professional and accurate.
As with all other things online, make sure your ILS listings are of the highest quality possible. That means professional pictures, an accurate and keyword-rich description, current pricing, and links to reviews. While it does take more effort, it shows potential renters that you are an honest and professional business to work with.
Nurture your ILS leads via a smart chatbot on your community websites.
Your leads are not going to have a personalized experience on an ILS. They are on those sites to narrow down and find properties that fit their wants and needs. Once they decide to click on your property, that is your chance to nurture them and grab their contact information or even get them to schedule a viewing.
Of course, that lead generation is on 24/7, during hours your staff won't be able to respond. A great way to capture those leads right away is through a chatbot on your site. There are many on the market, for whatever website builder your property uses, and you can program them to help answer questions and even help users schedule tours online.
In the world of online marketing, having a multifaceted strategy is essential. By researching the right listing platforms, optimizing your property's presence on Google, and leveraging SEO tactics like "do-follow" links, you can ensure your property stays top-of-mind for prospective renters. Don't forget to maintain professionalism in your listings and nurture your leads with helpful tools like chatbots. Taking these steps will not only boost your property's visibility but also help establish its credibility, making it an attractive option for renters searching for their next home.
If you need help boosting your multifamily property's online presence, J&J Creative can help! Contact us for a free consultation today.