A new year means new goals, new trends and most importantly, new leases for your property. As we embark on this 2019 rental year, it may be time to think about adjusting some of your marketing priorities to improve your leasing success in the New Year.

Here are five goals that should top your web to-do list this year:

1. Optimize your website for mobile.

Whereas previously, Google would use the desktop version of a website for indexing and ranking, now a days, the popular search engine has shifted to a mobile-first philosophy. While mobile search has become the preferred method for users, Google now uses the mobile version of your site first when determining where your content places in the SERPs. Though there’s still a place for the traditional desktop version of your site, now is the time to ensure that your mobile game is up to par, as 91% of all apartment residents are likely to use mobile when searching for their next apartment.

2. Claim your Google My Business listing.

Given the rising prevalence of new alternative search tools like smart speakers and voice search through Siri, Alexa and Google Home, it will become increasingly important for multifamily communities to stay abreast of these latest search trends this year. In the meantime, though, you can begin by claiming your property’s Google My Business local listing. This way, when prospective renters are using voice tools to search for their next apartment through Google, the data from your local Google business listing will be read first. If you have already claimed your listing, it’s important that you keep it updated and accurate at all times, and begin to take advantage of the tool’s newest features, like appointment scheduling, direct messaging, direct calling and questions and answers.

3. Install Google Analytics.

This digital marketing platform allows you to keep a close eye on the success of your advertising campaigns, website functionality and provides unparalleled insight into your prospective renters in real time–and most importantly, it’s free! Google Analytics data provides you with the information you need to track and report on your web traffic sources, user activity and goals to better optimize the visibility of your site. Installing this tool will be key to your website performance in 2019.

4. Explore Google Ads.

When prospects take to Google to search for properties in your area, there’s always a chance that your website is not the first property that they see in the results pages. This is where Google Ads come in. Through targeted ad campaigns, you can leverage certain aspects of your property, known as” keywords,” like name, location and amenities to boost your position in Google’s search results while also increasing qualified traffic to your rental site. If you’re unsure where to start, you can begin the process by typing your property name as well as your competitors’ names into Google to determine which keywords you should bid for.

5. Perform a site audit.

There is nothing more disheartening for your prospects and existing tenants than to land on your website and have a negative experience–be it from poor content, missing features, slow speed or other causes. No matter what the culprit may be, having a website that is not user-friendly to your target audience will cost you conversions and renewals in the long run. This is why, in 2019, you should consider making a dedicated effort to perform a thorough audit of your existing site to see where any technology, content or graphic improvements can be incorporated. It may also help to view some of your competitor sites to gain a better handle on which features you may need to add on your end. Your Google Analytics data can also assist with this task.

Rentbot can help.

If your goals are to boost your leads and online conversion rates in the New Year, we can help with that. With Rentbot, your to-do list gets simplified. Our websites are designed to save you time and money. In a matter of days, you’ll have your own mobile-friendly design with a built-in SEO package to boost your search engine ranking. We’ll equip you with a conversion-optimized layout that will drive your prospects to action. With added features like online rent payments and maintenance requests, your tenants will appreciate the efficiency and convenience, resulting in greater retention and lower vacancies for you. And, if you’re interested in exploring Google Ads, our Google-certified Rentbot Pros can easily set up a targeted advertising campaign to immediate drive high-quality leads to your new, customized Rentbot website to contact you and book tours.

Elevate your website in 2019 by partnering with Rentbot. Start your free 30-day trial today and reap the benefits.

 

About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.