How a Blog Can Improve Your Rental Property Website

Should your property management company create a blog? According to Hubspot, "Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 - 4 monthly posts." Make your rental property website better: add value by creating a blog.

A blog can help future tenants envision themselves in your properties.

Target Blog Content to Capture Leads

You want to capture leads with your blog, but how do you ensure that your property websites have strong content that draws in readers? Try these tips:

Concentrate your post content on one or two long-tail keywords. These are 3 or 4-word phrases that are specific to the topic. Include your keywords in your title, images, and subheadings.
Make your posts simple. Your post should have a single, strong point.
Target your posts. Understand your audience and write for that audience. Each post may have a different audience, but make sure that you write for all those you want to attract to your blog, including owners.
Create a list of content points that your readers would enjoy and engage with. Ideally, the content should be diverse and reach out to owners, existing tenants, as well as potential tenants.

Your blog can help you develop a relationship with tenants and owners even before you get their business. However, your content needs to reach out to them directly and draw them in.

Blogging consistently gives strength to your lead generation efforts.

Developing a Strong Blog for Your Rental Property Website

Blogging isn't just about content, it's also about strategy. Your blogging strategies for your rental property website must support your content, enabling it to move out into the world. Develop a suite of strong blogging techniques:

Blog often: As noted in the Hubspot article, How Often Should Companies Blog? [New Benchmark Data], small companies that post 11 or more posts per month had 2-3 times more traffic than those posting 0-5 times per month. Companies that posted 16 or more times per month had 4.5 times the number of leads as companies that posted between 0-4 posts per month.Content accumulation matters because content continues to pay off, even if it's older content.
Aim for evergreen content: content that will be just as relevant in the future as it is today. For instance, information about the benefits of renter's insurance is a topic of interest for current tenants and it will also be helpful for future tenants. It's a good idea to design a page specifically for your best evergreen content.
Blog on a mobile-friendly platform. According to Google, "more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan." Your website needs to be easy to read and interact with, no matter how someone is accessing the site.

Get Social On Your Property Management Website

Your rental property website and your blog are some of your biggest assets on social media. They should provide viral content that you're proud to share. Your digital marketing strategy must synchronize your website, blog, and social media content. How do you accomplish this?

Link to your blog in your social media profiles
Consciously gather blog ideas by asking questions on social media
Share and promote your blog posts on social media
Schedule new and old posts to coincide with significant events or times when your audience could benefit from that post.
Choose diverse methods of sharing your blog content. For example, according to Hootsuite, "pins can function similarly to a header image for your blog post: they are a visual element that teases the value of the written content."
Connect your blog content to communities on LinkedIn and Google Plus.

What Would You Put On Your Blog?

Your blog is a critical part of your property management website. It can strengthen your business success by reaching out to your audience, drawing in leads, and enabling you to connect on social media. At Propertyware, we offer a suite of digital marketing tools that can help you build your blog and build your business.