Apartment Marketing Mistakes That Are Holding Your Property Back
February 9, 2021 11:20 am Leave your thoughtsIs your apartment marketing strategy stuck in a rut? Discover the common mistakes that could be dragging your property’s success down and learn how to turn things around. As your to-do list for multifamily advertising grows, it’s important to prioritize which tasks will be the most effective. Start by identifying and addressing marketing pitfalls that might be holding your property back.
Simple adjustments in your approach can make a big difference in your community’s success. Even with great marketing ideas, their impact can be limited if they aren’t executed by professionals. Regularly review your marketing strategies, analyze your data, and make adjustments as needed. Use the list of common marketing mistakes below to know how you can make long-term adjustments that will increase your property ROI!
1. Lack of Video Content
A great way to catch your prospects’ attention is with a high-quality video of your property. A well-made video can show off your property quickly and effectively. If your website isn’t using video, you might be missing out on a big opportunity to impress visitors. Video can be multipurpose on your apartment website, apartment social media, and more. It’s an investment that will reach your potential tenants and showcase your property in the best way possible.
To fix this, start by creating a professional video tour of your property. You will want to work with professional videographers to ensure that your video is high-quality and engaging. You should also have virtual tours on your website that will allow your prospects to navigate through your floor plans. These visual forms of content will increase your engagement and help more prospects make the decision to apply. Adding these videos can help attract more interest and showcase your property in the best light.
2. Outdated Floor Plans
Are your floor plans up-to-date? Updated floor plans can make a big difference for your prospects. Floor plans show the layout of your apartments and can help highlight special features. It’s important that your floor plans are displayed properly on your website and are built to inform your residents.. Many properties make the mistake of using outdated or inaccurate floor plans. Your floor plans may not also be displayed well in your website design, where your apartment availability should be clear.
To improve this, start by updating your floor plans with high-quality 2D or 3D images. Make sure they are easy to find on your website and clearly show the layout of your apartments. Work with apartment marketing experts to highlight them professionally on your website. Floor plans will help prospects better understand your space and make your property more appealing.
3. Your Site Isn’t Mobile Friendly
Not making your website mobile-friendly is a big mistake when it comes to attracting more residents. Since most people use their phones to browse on the internet, your site needs to work well on mobile devices. Some properties may assume that a website automatically works on mobile, but it actually needs specific adjustments to look and perform correctly.
To fix this, ensure your website is designed to work smoothly on all devices. A responsive website design will adjust accordingly to the device that a user is on. Your apartment website should be optimized for smaller screens and page speed. Work with professional developers to ensure that the technical elements of your website are tested regularly and developed correctly.
4. Poor Website Content
Good website content is essential for any apartment marketing strategy. If your content is poorly written or not well-organized, it will be hard for both visitors and Google to understand. Good content helps your site rank higher in search results, which is essential to attract more residents. It also helps those reading your website to be properly informed. If your website has unprofessional or outdated content, you’re likely deterring prospects on a daily basis.
To fix this, make sure your website content is clear and relevant to your local audience. Use keywords that people search for and write in a way that’s easy to read. This will help Google understand your site better and improve your search ranking. Regularly review and update your content to keep it effective and engaging. Many property managers make the mistake of writing their own content that is not SEO friendly or written professionally.
5. Low Quality Pictures
Pictures can make or break a prospect’s decision to lease an apartment. Great photos can attract people and encourage them to schedule a tour. On the other hand, poor-quality photos might turn them away and make your apartment seem less appealing. Clear and well-lit pictures can help showcase your property and its features, making it easier for potential renters to imagine themselves living there.
To fix this, make sure all your apartment photos are high-quality and look professional. Update any old or unappealing images with new and clear photos. Good pictures will help show off your community and make people more interested in scheduling a tour. Consider hiring a professional photographer if possible, as they can ensure the photos capture your property in the best light.
6. Poor SEO
Every apartment community needs good search engine optimization (SEO) to succeed online. Without it, people might have trouble finding your website. Poor SEO can lead to lower search rankings, fewer visitors, and overall fewer renters. Problems like a slow website, confusing navigation, and a lack of local SEO content can result in a decrease in traffic. These issues can hurt your community’s reputation and make it harder to attract new tenants.
To get the best results with apartment SEO, it’s a good idea to work with a marketing agency that specializes in this area. At Market Apartments, we know how to improve your website’s ranking on search engines and can handle the technical details for you. By partnering with the right experts, you can focus on running your apartment community while they work to drive more traffic to your site and attract potential renters.
7. Not Using Apartment Texting
Apartment texting is a great tool for sending messages to all your residents quickly. It’s a fast and easy way to share important information like maintenance updates, event reminders, or urgent notices. Texting is also a useful marketing tool and the best way to engage your renters for positive reviews and referrals.
To start using apartment texting, set up a texting service that lets you send messages easily to all your residents. By keeping your residents informed and engaged, texting helps build a stronger, more connected community. Plus, it shows that you care about their experience, which can lead to more positive feedback and higher satisfaction.
8. Your Website Loads Slow
Page speed is very important for your website because it impacts both your visitors and how Google ranks your site. A website that loads quickly keeps people interested and encourages them to stay longer, which can lead to higher search engine rankings. On the other hand, a slow website can frustrate visitors and cause them to leave before they even see what you have to offer.
To improve your page speed, start by checking how fast your website currently loads using free online tools. Next, make sure your website has fast-loading images and the right coding. In order to accomplish this, you will need professional and technical experts to review your website development. Keeping your website well-maintained will ensure it runs quickly and smoothly, which will make visitors happier and help improve your position in search engine results.
9. Not Using Keywords
Your apartment website might have great content, but it could be missing important keywords. Keywords are the words or phrases people type into search engines when looking for something. Using these keywords on your website helps people find you more easily and improves your search ranking on Google.
To improve this, include relevant keywords throughout your website content. Every website needs local content and information in order to really stand out. This includes content that highlights local attractions and nearby destinations. This helps search engines better understand what your site is about and makes it easier for local people to find your apartment community. By using the right keywords and local details, you can attract more visitors and increase your chances of getting more qualified leads.
10. Not Improving Your Online Reputation
Some apartment properties might get a lot of reviews all at once but then stop getting new ones. Even if you have 40-50 reviews, you should always continue to seek getting positive reviews. Getting more reviews can help boost your search engine ranking and show potential renters that your property is a great place to live.
To fix this, create a plan to regularly ask your residents for reviews. You can encourage them to share their thoughts on review sites like Google or Yelp, and on social media platforms like Facebook. You might send friendly reminders via email or text, or even offer small incentives like gift cards. The more genuine reviews you collect over time, the better your property will look to both search engines and future renters. This ongoing stream of positive feedback will help build a strong reputation and improve your apartment marketing reach.
11. Not Optimizing Google Business Profile
Many properties create a Google Business profile but often forget to maintain it. Simply creating a profile isn’t enough; it’s important to keep it current. Keeping your profile up to date can boost your search engine ranking and make your property more attractive to potential renters.
To make sure your Google Business profile stays well-maintained, regularly add new photos, refresh current promotions, and verify that all details are accurate. Encourage residents to leave reviews directly on your profile and respond to them to show prospects you’re engaged. An active profile will draw more attention, enhance your online visibility, and make your property more appealing to those searching for their next home.
Turn Apartment Marketing Mistakes into Success Stories!
Improving your apartment marketing strategy doesn’t have to be hard. By fixing common mistakes, you can make your property more successful. Start with small, smart changes, and keep checking to make sure they’re working well. Even great ideas need to be done right to be effective. By staying active and working with experts, you can increase your property’s visibility, attract more renters, and get better results.
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Categorised in: Apartment Marketing
This post was written by Isabella Housel
Isabella Housel is a passionate and versatile professional writer with a deep love for words and a commitment to crafting compelling content that engages, informs, and inspires. With many years of experience in the industry, she has honed her skills across various genres, from creative storytelling to informative articles and technical documentation.