All posts by Jonsette Calloway

How to diagnose a traffic dip

Apartment website, Good to Know, Marketing tips, Metrics, Mobile-friendly, Online Marketing, SEO, SERP, Web Design

Is it a tracking issue, optimization problem, site failure…?

If this has happened to you before, you probably know all too well the mix of emotions that soon follows–shock, confusion, anger, then more shock–before transitioning to problem-solving mode. While all of these emotions are very natural reactions to have in these circumstances, if you find the time to take a long “woosah,” you’ll then soon realize that you’re already equipped with all of the investigative tools you’ll ever need to crack the case.

Don’t sound the alarm just yet, traffic dips are never fun experiences; but, with the right tools and approach, you’ll be able to spot the culprit in no time. Just ask yourself these five questions:

Where exactly is your decline?

First things first, you’ll need to take a detailed look at the actual traffic drop through Google Analytics. Is the decrease impacting mobile users, web users, or both? How long has the decrease been taking place? Then, take a dive into your traffic sources to determine where you’re actually losing the traffic–is it with direct, organic, paid, or social users? Once you uncover the impacted traffic segments, you’ll then be able to continue your diagnostic efforts.

 

 

Did your website undergo a major change?

The next place you need to venture is the actual website itself. Is the site actually working as it should? Were changes to navigation or site structure recently made–or, better yet, perhaps a site redesign? Are any redirects broken? Try to think back to the very last change that was made to the site, content included. Sometimes modifications, even the smallest, can result in major impacts to your traffic if done improperly or without the adequate research. If you’ve answered yes to any of these questions, you may be well on your way to determining the culprit of your traffic loss.

How are your keywords ranking?

Sometimes your traffic may have declined simply because you’re no longer showing up as highly in the SERPs. In these cases, you’ll need to take a peek at your keyword rankings to ensure your search volume hasn’t changed over time. You’ll also want to take a peek at your competitors’ rankings as well to make sure you have not been outranked, or worse, outbid.

Did you miss a recent Google update?

In addition to being a leading online search tool, Google is also famous for its many, many, many updates. Though understandably necessary, Google has transitioned from the infrequent major updates to smaller, more frequent ones. To determine if one of these updates is the culprit of your traffic dip, you’ll need to pinpoint the date your traffic began to take the plunge, including the specific URLs impacted. Then, you’ll need to review the most recent algorithm changes with Google to match the impact with the change. It may also be helpful to review a few top webmaster news sites, as you are not likely to be the only site impacted. Trust, if there was a major Google update, the chatter will be spreading like wildfire.

Have you gone mobile?

It’s no secret that Google’s algorithm favors those sites that are optimized for mobile. While desktop-only sites can still be a major player in the SERP game, those sites designed with mobile in mind will always have the upper advantage. So, if you don’t have a mobile-friendly version of your site, this could be the missing puzzle piece you’ve been searching for. Perhaps one of your competitors recently took the mobile plunge, forcing you to take the infamous plunge in your traffic.

Rentbot can help.

At Rentbot, we design websites for your multifamily properties that attract, convert, and retain tenants. To attract tenants to your property, they need to first know how to find you–that’s where we come in.  We improve your Google website ranking and optimize your property ads so that your property is noticed by the right tenants at the right time. And what’s even better, you can leave your Sherlock coat on that rack and skip straight to the bubbly because our in-house support team, who just so happens to be Google-certified, will be by your side every step of the way.

Leave the website woes to the pros. Partner with Rentbot, and we’ll knock out that low website traffic with a one-two punch–we guarantee it.

 

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.

The Top 5 Commandments of SEO

Analytics, Apartment website, Good to Know, Marketing tips, Metrics, Online Marketing, SEO, SERP, Web Design

We all know that search engine optimization (SEO) is a must, but, do you know actually why?

SEO is important to securing the level of online traffic your property’s website deserves, while creating the optimal user experience. This important tool is now more important than ever before. It ensures that your website is easy for both users and search engines alike by determining which content and/or pages are useful to the active, organic search. If your property is opting out of an official SEO strategy, now is probably the time to reconsider. Continue reading The Top 5 Commandments of SEO →

It’s here! Rentbot launches newly designed website with you in mind.

Apartment website, Case Studies, Customer Experience, For Real Estate Developers, Good to Know, Leasing, Marketing tips, Press, Web Design

We are extremely excited to announce the launch of the newly designed Rentbot website! In efforts to provide you with greater access and to Rentbot’s capabilities and a more personal experience, we’ve introduced new content, features and a demo center, ultimately helping you make the right decisions for your property. Continue reading It’s here! Rentbot launches newly designed website with you in mind. →

What Google’s Latest Mobile Shift Could Mean for You

Analytics, Customer Experience, Marketing tips, Web Design

 

Google has officially taken the plunge into mobile-first indexing. For those who may be unfamiliar with the term, this essentially means that whereas before, Google would give you a sweet spot on the SERP based on the content within your desktop site first; now, Google will be using the mobile version of your site pages for indexing and ranking on the SERPS, and your desktop site as an alternate.   Continue reading What Google’s Latest Mobile Shift Could Mean for You →

The Truth about Google Ads

Apartment website, Engagement, Good to Know, Leasing, Marketing tips, Online ads, Online Marketing, property managers, SERP

Google advertising (Adwords) is one of the most popular online advertising tools in the market, having transformed into a “marketing go-to” for most any business that wants to boost their traffic and sales. The multifamily industry has proven no different. Google ads, when done right, hold the power to increase property leads substantially over a short period of time through increased website traffic, targeted users, and brand recognition. Continue reading The Truth about Google Ads →

Increase your Lease-up Success with Rentbot

Apartment website, Customer Experience, Engagement, Good to Know, Lease-up, Leasing, Maintenance Staff, Marketing tips, Online Marketing, Online Payments, property managers, SERP, What Renters Want

An all too familiar term in the multifamily industry is a property lease-up. It’s the infamous period of time in which an apartment community begins the leasing process, starting at its construction all the way up to a year following its opening. Lease-ups are spectacular for the bottom line, but trust and believe, it may take quite a few trips around the rainbow to finally land on the pot of gold.

Continue reading Increase your Lease-up Success with Rentbot →

Four Reasons why your Paid Advertising may be Underperforming

Apartment website, Engagement, Good to Know, Marketing tips, Metrics, Millennials, Online ads, Online Marketing, Responsive

All too often companies drop hundreds and sometimes thousands of dollars down the advertising pipeline just hoping that multiple leads will flow.  Sometimes, though, the well runs dry and your efforts aren’t actually as effective as you hoped they would be. So, you’re left with zero return on investment, lighter pockets and an audience still waiting to be captured.

If this is you, don’t worry. It may not be time to cut your losses just quite yet. Here are some reasons your paid advertising might be failing and what you can do to stop it.

1. You don’t know your audience

“If you don’t know me by now, you may never, never, never know me…” Simply Red may have been speaking of love 1989, but the same motto can be applied when marketing to your target audience today—which brings us to the first reason your ads aren’t doing so great; you don’t know your competition. Many managers know the results they’d like to achieve and immediately begin investing into tactics that they believe will get them there. The only issue is that they’ve missed the most important step—getting the 311 on their audience.  

You’ll need to take the time to delve deep into the mindset of your renters—understanding what their interests, influences, pain points, dislikes and loves are and channeling these findings into an effective marketing strategy which will ultimately guide your designated advertising channels and produce much greater results.

2. You need to do your research.

Second to getting to know your audience comes knowing the strengths and weaknesses of your advertising channels. Thoroughly understanding the various tools you have at your disposal and how they could impact your target audience is key to signing those leases. While Google Adwords is a popular go-to for several businesses, and may be for your property as well, it does become important to know how to select keywords in order to get the results you’ll be happy with. Let’s take Facebook ads, for instance. While social media advertising is reaching its peak, it may not be the best channel to invest in if you’re managing a retirement or 50-plus community. Knowing which mediums will resonate best with your audience will make all the difference in the world when it comes to reaching your prospects. And when you implement these mediums, make sure you establish conversion tracking to gauge your success.

3. Your website needs work.

While good advertising can do wonders for a property or brand, it may come short if your website isn’t up to par. Your paid advertising can get your prospects to the door of your website, but it is up to your website to essentially seal the deal. Ineffective websites result in fewer conversions, which means fewer leases for you. So, once you make the decision to invest into paid advertising, make sure you also take the time to ensure your website is where it needs to be; this includes ensuring it is responsive, holds strategically organized and useful content, includes images and great “call to actions,” and, of course, offers multiple ways for prospects to reach you.

4. Your goals are not established.

The key to successful advertising, especially online advertising, is tracking, tracking, tracking! Before you begin your paid advertising journey, be sure to first set up some trackable metrics first. And these metrics may come in many different forms, like conversion rates, bounce rates, click through rates, unique visitors, etc. Even if your advertising is producing great results, you’ll still want to be able to prove it with trackable data. This data will also reveal which channels are outperforming the rest, in the event you need to tweak your channels later.

Rentbot can help.

Paid advertising can produce great results for your property, if done right. But, before you start, you’ll want to ensure that your prospects have an effective site to land on. That’s where Rentbot comes in. Rentobt specializes in apartment websites guaranteed to increase leases and better tenants with less hassle. The secret lies in our responsive, SEO-friendly, custom designs and multi-functional online features. In a matter of days, our team will create a beautiful website, personally configured for your property. And what’s better is if you’re not satisfied for any reason within 90 days, we’ll refund your money. Take the Rentbot leap and improve your paid advertising and leases to the next level!

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.

Writing to Sell in a Mobile World

Apartment website, Customer Experience, Engagement, Good to Know, Marketing tips, Millennials, Mobile-friendly, property managers, Responsive, Web Design, What Renters Want

Responsive website? Check!

HD photos? Check!

Content that engages mobile users?

–cricket chirps–

Looks like you’ve invested your marketing dollars into a responsive website that could put your competitors to shame. With your creative, yet functional layout, beautiful property photos and optimization, you just know that your property will boost its way to the top of SERPS both near and far–and will do so on most any device. Though it cannot be denied that you are in fact one step ahead with your website design and overall functionality; but, will your web content prove the same?

Writing for mobile is a little different than writing for other mediums. Because mobile users interact differently with the content on a mobile device, the need to cater that content becomes even more important. For starters, when reading information on mobile devices, one’s eyes tend to focus in on the center of the screen first versus starting at the top left corner. This plays a major factor when crafting and structuring your online content.

But, have no fear! You still have time to correct. Here are some tips that will help in your mobile content journey so that you can ultimately create the best mobile experience for your prospects.

1.Say what you need to say–but, nothing more.

The more content on a page, the more space it will take up on a mobile screen. Considering that you are already under a time crunch for conversion, it is important to hook your prospects as quickly as possible, removing the need for continued swiping or scrolling. This means removing any existing unnecessary words or phrases and ensuring your writing is concise and to the point–essentially, making it “snackable.” After all, who doesn’t love snacking?

Snackable content is clear, direct and easy to consume. While a little content trimming will likely prove beneficial, it should still remain long enough to communicate your point–headlines included. If all else fails, just remember, “tight and right.”

2. Move it on up!

In the case of writing for mobile, saving the best content for last is absolutely positively the wrong approach! Because things can get a little tight on a mobile screen, you should make it a point to start strong, placing your attention grabbing claims and benefits up top. This frontloading technique enables your prospects to quickly determine if your property is the right fit for them, if they should “bounce,” or if they should continue scrolling further.

3. Group when necessary.

Again, considering screen size, you may find it more beneficial to group relative verbiage or points together. By presenting your content in this “chunk” format, your users will not only be better able to digest what you’re offering, but will more inclined to remember it too. There’s quite a bit of scientific research floating around across the web now regarding the effectiveness of chunking content on positive reception and processing–it actually works! So, when in doubt–chunk it out.

4. Keep it simple.

Last but not least, when writing for mobile, you’ll want to use smaller words whenever possible. Instead of impressing your users with your sesquipedalianism, try replacing these words or phrases with a simpler expression. For instance, instead of telling your users to “continue to the subsequent page,” it may be more effective for you to just say, “click for next page.”

By formatting your copy with mobile in mind and following these tips, you’ll undoubtedly increase your chances of hooking your best prospects right where you want them–on their mobile device, resulting in multiple wins for you.

 

Rentbot can help.

Rentbot specializes in customized property and multi-family websites, with mobile in mind. Each site is simple-to-use for users and optimized to achieve great results on any mobile device. With our mobile and responsive designs, popular submission features and fast turnaround times, we’ll take away all of your website worries so that you can focus your attention on the copy. And, if you need help, we’re only just a ring away!

Invest in a Rentbot site today, and experience more leases, better tenants and less hassle–we guarantee!

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.

Not your average portal

Apartment website, Customer Experience, Engagement, Good to Know, Happy Renter, Leasing, Maintenance Staff, Online Payments, property managers, Resident Retention, What Renters Want

Convenience. It’s a luxury that we all deserve. So, why should your renters prove any different? Convenience can come in many shapes and forms; but, when it comes to the leasing industry, it mainly comes in the form of amenities. And we’re not just talking about your standard water, sewer and trash. As a property owner or manager, you should really take the time to think about if you are doing everything you can to make the rental experience convenient for your renters—and you should begin with your website.

Continue reading Not your average portal →